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Value Proposition Workshop Presentation
1. Aleksander Bordvik, Startup Borgen & desperate, @abordvik
ValueProposition
Understand and apply value proposition
design in your startup
2. Agenda
1 - Coming from Business Model Canvas to Value Proposition Canvas
2 - Breakout session
3 - Understanding the framework and developing personas
4 - Breakout session
5 - Value Proposition examples and development
6 - Breakout session
7 - Value Proposition IRL and your startup
What and when
6. WhoamI
Aleksander Bordvik
• Run a digital agency, desperate
• Managing director, Startup Borgen
• Venture Cup Alumni
• 10/8 years independent/startup
• Concept development
• Key account management
• Facilitation and coaching
11. Whystartupsfail
• Ignore customers
• Poor marketing
• No market need
• Product mistimed
• Didn’t use network
See the full list https://www.cbinsights.com/research/startup-failure-reasons-top/
12. ThePainKiller
Talk with your customers
Understand them deeply
Clear communication
Match value and need
Value Proposition is KEY
vitamin vs pain killer
17. Beforewebreak
Write down value drivers for your startup
Write down value propositions for your startup
Key point: I will not give you the perfect VP, you
will discover it over time.
Breakout - reenergise - brain exercise
20. Whatisapersona
Can be a user / buyer / decision maker etc.
Start to define a character, ideally real, can be fictional
What are their problems, what makes them happy
Are they working alone, only 9-5 mentality
Married, member of a community
Before we create a value prop, we must understand who is the receiver
23. Erling
The Banker
• Works 40 hours in a national bank
• Spends 28 hours on computer, 8
hours in meetings, 10 hours on
phone
• Married, 4 kids aged 5-19, 1 at
university on scholarship
• Has a back problem, that gives a lot
of pain, most likely from sitting a
lot and working on computer.
25. BackBagIceCool
A customised bag containing an ice bag, that can be strapped onto your back for lower
back pain.
Patented combination of ice cooling liquid, that last for days.
Double sided straps with strong stitching for durability.
Used by golf professional to minimise risk of injury.
Affordable priced.
Designer patterns for the bag, an unboxing experience unlike many.
Yes, it has an app. And is connected to via bluetooth to track wearing time and ice state.
Our awesome startup
27. BackBagIceCool
Erling doesn’t care about our patent 🙁
Erling can afford our product 🤩
Erling needs it at home and at work, and can easily put it in the freezer overnight ✅
Erling needs to wear it under his shirt at work or on top ✅
Erling doesn’t play golf 😶
Erling doesn’t care about fashion 😐
Erling doesn’t like how everything is connected today, and doesn’t like to being tracked 🙁
Erling would use it daily ✅
Our awesome startup
29. BackBagIceCool
Erling, we have a product that you can afford
Erling, our ice will last you the entire workday, but also in the evening if you
need it, no water condense
Erling, we have a business white shirt colour, that you can choose to match
your workwear, and it can easily be worn sitting at a work desk.
Erling, the cover is dirt resistant, so you don’t need to worry about dirt and
it’s designed for wearing very day
Our awesome startup
33. Beforewebreak
Let’s revisit the Customer Profile in the Value
Proposition Canvas.
In the break we will work on getting the content
for filling out that part of the canvas.
Breakout - reenergise - brain exercise
35. Beforewebreak
Breakout - reenergise - brain exercise
Gains Pains Customer Jobs
What does Erling
need and what
does he expect?
What things would
delight him, so we
can do business
together
What are the risks
to Erling? What
negative
experiences that he
can suffer during
the process
What are the jobs
that Erling needs to
do? Both job wise
and privately. What
are the needs that
Erling is trying
satisfy
41. Product&Service
Let’s make the list as we did previously where we list our
products and services.
The idea is that this box correlates with the Customer Job.
You can also apply relevance to individual components.
42. PainReliever
How will you remove pains from the user?
You want to focus on the most extreme pains first.
You want to focus on the pains that you can alleviate most
efficiently for the user and utilising your resources the best.
43. GainCreator
How does your product or service creates gains for the user?
What are the benefits one would get from using your
product / service?
What do users expect, how to overdeliver and delight them?