Data Analytics

1. The Value Proposition Canvas
Customer Segment: Small local shop
Value Proposition
Products
&
Services
Customer
Jobs
Gain Creators
Pain Relievers
Gains
Pains
Sleek CRM
Best price comparison
You might miss at home
Discounts only for you
A gift for you
Low sales goods
Information about customer
Customer’s overview Sell now
Customer’s shopping history
Surprise customer
Personalized discounts
Better relationship with
customers
Order goods
Unknown customer’s preferences
Unknown life time value of
customers
Losses due to undisposed items
Too wide offering, high
costs
Unknown sales track
Identify needs
Sell goods
Discounts
Marketing

2. Value Proposition
Statement
Structure
[your target customer]
[statement of need or opportunity]
[product/service name]
[product category]
FOR
WHO
OUR
IS
THAT [statement of benefit]
Example
For freelance writers who have
trouble getting their clients to
pay on time, our software package
tracks past-due payments and sends
automated reminders so you can
spend your time earning money, not
tracking it down.

3. Jobs-to-be-done (JTBD) Canvas
Intrinsic
Extrinsic
Alternatives
Motivation
Opposition
Impression
The
Job
Related
Role
Which persona or executor performs this
job?
Step
What part of the customer journey is this?
What situation or condition triggers the
job?
Context
Lower Jobs
Which (more functional) jobs are part of
this?
Other Jobs
Which other jobs come before and after
this?
Which (more aspirational) job is this a
part of?
Higher Job
Activities
What is the customer doing? What
intrinsically driven activities are
stable over time and solution-
agnostic? How will you close the
happiness gap?
Outcomes
What does the customer achieve? What
extrinsically driven outcomes are
stable over time and solution-
agnostic? How will you close the
happiness gap?
Competition
What are the existing, alternative
solutions that help the customer do
the same thing or reach a similar
outcome?
Role
Which gains, opportunities, and wins pull
the customer toward the new product?
Which pains, problems, and frustrations
push the customer toward the new product?
Needs
Anxiety
What is the customer uncertain about that
prevents switching to the new product?
Which pains, problems, and frustrations
push the customer toward the new product?
Inertia
Emotions
Is a Wow Moment achieved by triggering
certain feelings?
Is a Wow Moment achieved by triggering
some of the five senses?
Senses

4. Gain/Pain Ratio
Gain Pain
Inertia,
risk
>10
Revenue Cost savings
Time People
Competitive advantage
Reputation Etc…
Find (See) Try
Buy Implement
Own – eg TCO
Deploy Etc…
Inerti
a
Switching
costs?
Default = do nothing
Good enough = good enough!
Risk on a startup
Alternatives? Etc…

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Value Prop Booster
Basic value prop
N/A
Verbiag
e
CTR
With booster option A With booster option B With booster option C
8% 3% 5%

6. Product Features Audit
Few of the people Some of the people Most of the people All of the people
None
of
the
time
Some
of
the
time
Most
of
the
time
All
of
the
time

7. Perceived Value Comparison
Customer value analysis Your company With booster option C
Critical success factor Weighting Score Total Score Total
Consistency in service delivery
Methodology
Convenience
Experience of staff
Value
100 10 1000 9 900
75 9 675 7 525
50 8 400 5 250
25 7 175 6 150
5 5 30 6 30
Total 2280 1855

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13. Related
Blue Ocean Strategy
Brand Positioning
Strategy
Core Competencies Go-to-Market Strategy
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