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Value Proposition Designer

Opportunity recognition WORKSHOP
This work is licensed under Creative Commons Attribution Non ...
Value Proposition
Designer Canvas

Part 1

Part 3

Background & aim

Value proposition side

Part 2

Part 4

Customer side...
Value Proposition
Designer Canvas

Part 1

Part 3

Background & aim

Value proposition side

Part 2

Part 4

Customer side...
Part 1: Background & aim

Origin: Lean start-up
movement and business
model canvas
Part 1: Background & aim

Value proposition
designer canvas
Goal 1
Getting to know your
customer (even) better

Goal 2
Dev...
http://www.businessmodelgeneration.com
Part 1: Background & aim

Focus on
Value proposition

Customer segment(s)

value
“ What bring
can I

“ Who are myand
custo...
Part 1: Background & aim

Goal: achieving
(product-market) fit

Absence of fit will lead to failure,
even for products wit...
Part 1: Background & aim

http://www.businessmodelalchemist.com
Value Proposition
Designer Canvas

Part 1

Part 3

Background & aim

Value proposition side

Part 2

Part 4

Customer side...
Part 2: Customer side

The golden rule for
every business man is:

Orison
Swett Marden

“

Put yourself in your
customer’s...
Part 2: Customer side
Part 2: Customer side

Getting to know your customers,
relates to 3 aspects:
• Needs they are trying to satisfy
• Problems...
Part 2: Customer side

Customer jobs
• Functional jobs
(tasks)
• Social jobs
(e.g. gain power / status)

• Emotional jobs
...
Part 2: Customer side

Customer pains
• Negative emotions
(frustrations)

• Undesired costs
and situations
(time, money, u...
Part 2: Customer side

Customer gains
• Benefits customer expects,
desires or would be surprised by
• Incl. functional uti...
Part 2: Customer side

Part 2: Customer side
“Statistics suggest that
when customers complain,
business owners and manager...
Value Proposition
Designer Canvas

Part 1

Part 3

Background & aim

Value proposition side

Part 2

Part 4

Customer side...
Part 3: Value Proposition side

“ The absolute
fundamental aim
is to make money
out of satisfying customers
John Egan

”
Part 3: Value Proposition side

Value
proposition

=
Product-service
combination

http://www.businessmodelalchemist.com
Part 3: Value Proposition side

Value proposition =
Product-service combination
Which products and services
do you offer t...
Part 3: Value Proposition side

Tangible
(e.g. manufactured goods, face-to-face customer service)

Digital/virtual
(e.g. d...
Part 3: Value Proposition side

Pain relievers
• How do your products / services
eliminate or reduce negative
emotions, un...
Part 3: Value Proposition side

Gain creators
• How do your products / services
create benefits your customer
expects, des...
Part 3: Value Proposition side

http://www.businessmodelalchemist.com
Value Proposition
Designer Canvas

Part 1

Part 3

Background & aim

Value proposition side

Part 2

Part 4

Customer side...
Part 4: Competing value propositions

“

Whether it’s Google or Apple
or free software, we’ve got some

fantastic competit...
Part 4: Competing value propositions

Value Propositions
compete with others
for the same customer
segment

http://www.bus...
Part 4: Competing value propositions

http://www.businessmodelalchemist.com
Conclusion
Last question to answer

Is there a real fit between
your value proposition and

what customers are looking for...
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Value Proposition Designer Canvas - Background & Aim

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Transcript of "Value Proposition Designer Canvas - Background & Aim"

  1. 1. Value Proposition Designer Opportunity recognition WORKSHOP This work is licensed under Creative Commons Attribution Non Commercial 3.0
  2. 2. Value Proposition Designer Canvas Part 1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
  3. 3. Value Proposition Designer Canvas Part 1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
  4. 4. Part 1: Background & aim Origin: Lean start-up movement and business model canvas
  5. 5. Part 1: Background & aim Value proposition designer canvas Goal 1 Getting to know your customer (even) better Goal 2 Developing products & services that have a much better fit with the jobs and problems of these customers Instead of pushing a technology, product or service that your customers don’t use
  6. 6. http://www.businessmodelgeneration.com
  7. 7. Part 1: Background & aim Focus on Value proposition Customer segment(s) value “ What bring can I “ Who are myand customers to my customer(s)? ” what frustrates them today? ”
  8. 8. Part 1: Background & aim Goal: achieving (product-market) fit Absence of fit will lead to failure, even for products with great technologies or great products for the wrong customers. http://www.businessmodelalchemist.com
  9. 9. Part 1: Background & aim http://www.businessmodelalchemist.com
  10. 10. Value Proposition Designer Canvas Part 1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
  11. 11. Part 2: Customer side The golden rule for every business man is: Orison Swett Marden “ Put yourself in your customer’s place ” Bill Gates “ Your most unhappy customers are your greatest source of learning ”
  12. 12. Part 2: Customer side
  13. 13. Part 2: Customer side Getting to know your customers, relates to 3 aspects: • Needs they are trying to satisfy • Problems they are trying to solve • Tasks they are trying to complete
  14. 14. Part 2: Customer side Customer jobs • Functional jobs (tasks) • Social jobs (e.g. gain power / status) • Emotional jobs (e.g. feel good) • Basic needs (e.g. communication) http://www.businessmodelalchemist.com
  15. 15. Part 2: Customer side Customer pains • Negative emotions (frustrations) • Undesired costs and situations (time, money, underperformance, mistakes) • Risks (technical, social, financial) http://www.businessmodelalchemist.com
  16. 16. Part 2: Customer side Customer gains • Benefits customer expects, desires or would be surprised by • Incl. functional utility, social gains, positive emotions and cost savings http://www.businessmodelalchemist.com
  17. 17. Part 2: Customer side Part 2: Customer side “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.” Zig Ziglar http://www.businessmodelalchemist.com
  18. 18. Value Proposition Designer Canvas Part 1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
  19. 19. Part 3: Value Proposition side “ The absolute fundamental aim is to make money out of satisfying customers John Egan ”
  20. 20. Part 3: Value Proposition side Value proposition = Product-service combination http://www.businessmodelalchemist.com
  21. 21. Part 3: Value Proposition side Value proposition = Product-service combination Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs? http://www.businessmodelalchemist.com
  22. 22. Part 3: Value Proposition side Tangible (e.g. manufactured goods, face-to-face customer service) Digital/virtual (e.g. downloads, online recommendations) Intangible (e.g. copyrights, quality assurance) Financial (e.g. investment funds, financing services) http://www.businessmodelalchemist.com
  23. 23. Part 3: Value Proposition side Pain relievers • How do your products / services eliminate or reduce negative emotions, undesired costs and situations and risks? http://www.businessmodelalchemist.com
  24. 24. Part 3: Value Proposition side Gain creators • How do your products / services create benefits your customer expects, desires or would be surprised by? http://www.businessmodelalchemist.com
  25. 25. Part 3: Value Proposition side http://www.businessmodelalchemist.com
  26. 26. Value Proposition Designer Canvas Part 1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
  27. 27. Part 4: Competing value propositions “ Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes. Bill Gates ”
  28. 28. Part 4: Competing value propositions Value Propositions compete with others for the same customer segment http://www.businessmodelalchemist.com
  29. 29. Part 4: Competing value propositions http://www.businessmodelalchemist.com
  30. 30. Conclusion Last question to answer Is there a real fit between your value proposition and what customers are looking for?
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