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Value proposition
design
Denis Gillet & Adrian Holzer
The copyright of images belong to their authors. I will remove them on demand. Contact me at adrian.holzer@epfl.ch
Value proposition Design
Material from http://www.businessmodelalchemist.com
Y. Pigneur A. Osterwalder
Hong Kong
airport
A value proposition is a bundle of products &
services that create value for your customer
A canvas helps you design, test, and build your
company’s value proposition in a more structured way
Achieving Fit
Your Customer
Observe
Your Product
Design
WHAT WHY
What basic needs?
Customer Jobs
What functional jobs?
What social jobs?
What emotional jobs?
Value proposition Design
Value proposition Design
Value proposition Design
Publishing
Ad
Managing
Reservation
Booking
Easily
SpeakUp
Interact
Ask
questions
Get
Feedback
Hands On
Facebook
Youtube FlickrPinterest
GoodRead
LinkedIn
GitHub
SnapChat
Twitter
Tumblr
PatientsLikeMe
Customer Pains
What costs?
What bad feeling?
What difficulties?
What risk?
What barriers?
Publishing
Ad
Managing
Reservation
Booking
Easily
Guest
Damage
Trust &
Safety
Shyness
Interact
Ask
questions
Get
Feedback
One voice
Spam
Customer Gains
What savings?
What expectations?
What delights?
What makes life easier?
How do customers
measure success?
Publishing
Ad
Managing
Reservation
Booking
Easily
Guest
Damage
Trust &
Safety
Price
Additional
Revenue
Local
experience
Choice
Community
Know
others
opinion
Shyness
Interact
Ask
questions
Get
Feedback
One voice
Spam
Products & services
List products
Which ones
help to get
jobs done
Crucial or trivial
Publishing
Ad
Managing
Reservation
Booking
Easily
Guest
Damage
Trust &
Safety
Price
Additional
Revenue
Local
experience
Choice
Community
Community
market place
for unique
space
Temporary
social media
app
Know
others
opinion
Shyness
Interact
Ask
questions
Get
Feedback
One voice
Spam
Pain relievers
How do they relieve pain?
Publishing
Ad
Managing
Reservation
Booking
Easily
Guest
Damage
Trust &
Safety
Price
Additional
Revenue
Local
experience
Choice
Community
Community
market place
for unique
space
AirBnB host
guarantee
Profile &
Reviews
Address &
Photo
Value proposition Design
Anonymity
Ratings
Temporary
social media
app
Know
others
opinion
Shyness
Interact
Ask
questions
Get
Feedback
One voice
Spam
Temporary
Gain creators
How do they create gains?
Publishing
Ad
Managing
Reservation
Booking
Easily
Guest
Damage
Trust &
Safety
Price
Additional
Revenue
Local
experience
Choice
Community
Community
market place
for unique
space
AirBnB host
guarantee
Profile &
Reviews
Address &
Photo
AirBnB T V
AirBnB
Meet Ups
Incentive
policy
Value proposition Design
Shared
Messages
Anonymity
Ratings
Temporary
social media
app
Know
others
opinion
Shyness
Interact
Ask
questions
Get
Feedback
One voice
Spam
Temporary
Ratings
Competing for customers
Open slot filled by the best fit
Build Products
that people want
Value
proposition
Lean startUp
Lean StartUp
Minimum Viable
Products
http://theleanstartup.com
https://archive.harvardbusiness.org/cla/web/pl/product.seam?c=29512&i=29514&cs=72931baa3b05f76aca8090b33db139b0
Using your canvas
Value proposition Design
Fill out your canvas
!
!
!
!
!
!
!
!
!
!
!
!
Value proposition Design
Test your customer assumptions
What’s your
biggest
headache?
Value proposition Design
!
!
!
!
!
!
!
!
!
!
!
!
Adjust your assumptions
wrong assumptions
Value proposition Design
!
!
!
!
!
!
!
!
!
!
!
!
Redesign your canvas
!
!
!
!
!
!
!
!
Revised canvas
Value proposition Design

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