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Rethinking Value Proposition using the Jobs to be Done Framework

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At StartUp Grind - Lagos' March Edition, I taught on the Jobs-to-be-Done framework, and how it can help with coming up with a differentiated Value Proposition.

Published in: Marketing
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Rethinking Value Proposition using the Jobs to be Done Framework

  1. 1. Re-thinking Value Proposition Didi Uwemakpan Consumer Insight Strategist 25/03/2017
  2. 2. WHY IS THIS IMPORTANT? Difficult to replicate - Business Model
  3. 3. Customers don’t buy products, they hire various solutions at various times to get a wide array of jobs done.
  4. 4. Thehigherpurposeforwhichcustomers buyproducts/services/solutions A setof solutionsthatcan meetyourcustomersneeds Jobs-to-be-Done Consideration Set Keywords “Environmental” Morning Devotion Breakfast Breakfast Television Airline – Might not be “I need to go from A to B” but “I need a weekend away” Airline – Competing against “Hotels”, “Boyfriends”
  5. 5. People do not want a quarter inch drill, they want a quarter inch hole” – Theodore Levitt
  6. 6. VALUE PROPOSITION CANVAS
  7. 7. Jobs their customers are trying to get done (that is, the tasks or activities customers are trying to carry out) Outcomes customers are trying to achieve (that is, the metrics customers use to define the successful execution of a job) Constraints that may prevent customers from adopting or using a new product or service 1 2 3
  8. 8. There are several outcome types that my lead to define an opportunity Define the tasks people seek to accomplish Jobs to Be Done Functional Outcomes Emotional Outcomes Personal Social Clarify how people want to be perceived by others. Explain the way people want to feel in a given circumstance Category definitionOutcomes category Examples of outcomes with the chain saw “Minimize the amount of kicks that occurs when starting the saw” “Feel satisfied with the precision and the sharpness of my cut” “Look like a professional with my state-of-the-art wood cutting tools”
  9. 9. Define your market around JTBD Help customers get the entire job done Help customers get more job done Target those who will pay the most to get the job done best Focus R & D on getting a customer job done better In a nutshell
  10. 10. Write the value proposition statement for your business •“To (target group and need),our (brand)is (single most important claim)among all(category members)because (single most important support)
  11. 11. Questions? Thank You

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