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Value proposition design

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Value proposition design

  1. 1. 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
  2. 2. Material from http://www.businessmodelalchemist.com
  3. 3. Y. Pigneur A. Osterwalder
  4. 4. Hong Kong airport
  5. 5. A value proposition is a bundle of products & services that create value for your customer
  6. 6. A canvas helps you design, test, and build your company’s value proposition in a more structured way
  7. 7. Achieving Fit Design Observe Your Product Your Customer WHAT WHY
  8. 8. Customer Jobs What funct ional jobs? What emot ional jobs? What basic needs? What social jobs?
  9. 9. P u bli shing Ad Ma nagi ng Re ser vat io n B oo k i n g Ea sily
  10. 10. SpeakUp
  11. 11. Interac t Ask que s t io ns Ge t Feedbac k
  12. 12. Hands On Facebook Youtube dRead Goo LinkedIn GitHub Twitter Pinterest Flickr SnapChat Tumblr PatientsLikeMe
  13. 13. Customer Pains What barriers? What cos t s? What bad feeling? What difficult ies? What risk?
  14. 14. P u bli shing Ad Gue s t Damage Tr u s t & Safe ty Ma nagi ng Re ser vat io n B oo k i n g Ea sily
  15. 15. Interac t Ask S hyne s s O n e voi c e Spam que s t io ns Ge t Feedbac k
  16. 16. Customer Gains How do cus tomers measure success? What expectat ions? What delight s? What savings? What makes life easier?
  17. 17. Addi t io nal Reve nue Commu ni ty Ch oic e P ric e L o c al e xp eri e nc e Gue s t Damage Tr u s t & Safe ty P u bli shing Ad Ma nagi ng Re ser vat io n B oo k i n g Ea sily
  18. 18. Know o t h er s opi nio n Interac t Ask S hyne s s O n e voi c e Spam que s t io ns Ge t Feedbac k
  19. 19. Products & services Lis t product s Which ones help to get jobs done Crucial or t rivial
  20. 20. Addi t io nal Reve nue Commu ni ty Commu ni ty mar ke t plac e for u nique sp ac e Ch oic e P ric e L o c al e xp eri e nc e Gue s t Damage Tr u s t & Safe ty P u bli shing Ad Ma nagi ng Re ser vat io n B oo k i n g Ea sily
  21. 21. Know o t h er s opi nio n Temp orary so cial media app Interac t Ask S hyne s s O n e voi c e Spam que s t io ns Ge t Feedbac k
  22. 22. Pain relievers How do t hey relieve pain?
  23. 23. Addi t io nal Reve nue Commu ni ty Ch oic e Commu ni ty P ric e mar ke t plac e for u nique sp ac e P ro f il e & Reviews AirB nB h os t guara nt ee Addre s s & Pho to L o c al e xp eri e nc e Gue s t Damage Tr u s t & Safe ty P u bli shing Ad Ma nagi ng Re ser vat io n B oo k i n g Ea sily
  24. 24. Know o t h er s opi nio n Temp orary so cial media app ary emp or T A n o nymi ty R at i ngs Interac t Ask S hyne s s O n e voi c e Spam que s t io ns Ge t Feedbac k
  25. 25. Gain creators How do t hey create gains?
  26. 26. Addi t io nal AirB nB T V Commu ni ty mar ke t plac e for u nique sp ac e P ro f il e & Reviews AirB nB Mee t Ups I nc e nt ive p oli cy AirB nB h os t guara nt ee Addre s s & Pho to Reve nue Commu ni ty Ch oic e P ric e L o c al e xp eri e nc e Gue s t Damage Tr u s t & Safe ty P u bli shing Ad Ma nagi ng Re ser vat io n B oo k i n g Ea sily
  27. 27. Know S h a re d o t h er s Me s sage s Temp orary so cial media app ary emp or T opi nio n R at i ngs A n o nymi ty R at i ngs Interac t Ask S hyne s s O n e voi c e Spam que s t io ns Ge t Feedbac k
  28. 28. Competing for customers Open slot filled by t he bes t fit
  29. 29. Build Products that people want
  30. 30. Value proposition Lean startUp
  31. 31. Lean StartUp http://theleanstartup.com Minimum Viable Products
  32. 32. https://archive.harvardbusiness.org/cla/web/pl/product.seam?c=29512&i=29514&cs=72931baa3b05f76aca8090b33db139b0
  33. 33. Using your canvas
  34. 34. Fill out your canvas ! ! ! ! ! ! ! ! ! ! ! !
  35. 35. Test your customer assumptions What’s your bigges t headache?
  36. 36. Adjust your assumptions ! ! ! ! ! ! ! ! ! ! ! ! wrong assumpt ions
  37. 37. Redesign your canvas ! ! ! ! ! ! ! ! ! ! ! !
  38. 38. Revised canvas ! ! ! ! ! ! ! !

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