Value Proposition Designer Canvas Part 1: Background & aim of the VPDCanvas Part 2: Customer side (jobs, pains, gains) Part 3: Value proposition side(product/service, pain relievers, gaincreators) Part 4: Dealing with competing valuepropositions Part 5: Interactive application on 1 specificcase study
Part 2: Customer sideThe golden rule for every business man is:“Put yourself in your customer’s place.”– Orison Swett Marden“Your most unhappy customers are yourgreatest source of learning.” – Bill Gates
Part 2: Customer sideGetting to know your customers, relates to3 aspects: Tasks they are trying to complete Problems they are trying to solve Needs they are trying to satisfy
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/
Part 2: Customer side Customer gains: Benefits customer expects, desires or wouldbe surprised by Incl. functional utility, social gains, positiveemotions and cost savingshttp://www.businessmodelalchemist.com/
Part 2: Customer side“Statistics suggest that when customers complain,business owners and managers ought to get excitedabout it. The complaining customer represents a hugeopportunity for more business.” – Zig Ziglarhttp://www.businessmodelalchemist.com/
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