Value Proposition – Case – Diagnostics for All

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This case example provides an overview of DFA’s approach to defining its value proposition, as well as its ability to address qualitative evaluation and gain/pain ratio requirements.

This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.com

Published in: Business, Health & Medicine
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  • For (target customers—beachhead segment only) Who are dissatisfied with (the current market alternative) Our product is a (new product category) That provides (key problem-solving capability). Unlike (the product alternative), We have assembled (key whole product features for your specific application).Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.
  • Value Proposition – Case – Diagnostics for All

    1. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok STARTUP SECRETS Case Example: DFA An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
    2. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Value Proposition Template • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 2
    3. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Diagnostics For All (DFA) • For those in the developing world • Who are dissatisfied with limited access to diagnosis • Our product is a patterned paper-based diagnostic technology • That provides low-cost, easy-to-use, point-ofcare diagnostics • Unlike no diagnosis 3
    4. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Qualitative evaluation Before After Vitamin vs. Penicillin Acute Pain  Absolute Joy  4
    5. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok DFA Before After 53% of Rwandan women cannot afford healthcare 26% of Rwandan women live too far from a hospital Need [1] National Institute of Statistics of Rwanda (NISR) [Rwanda], Ministry of Health (MOH) [Rwanda] http://www.measuredhs.com/publications/publication-fr259-dhs-final-reports.cfm Point-of-care Minimal training required Cost = 1¢ Diagnosis by telemedicine Solution Image: http://www.trust.org/alertnet/news/alertnets-top-20-big-ideas-that-dontcost-the-earth/ 5
    6. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Gain/Pain ratio • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. • • • • • • Inertia Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup • • • • • • Find (See) Try Buy Implement Deploy Own – eg TCO Pain Inertia, RISK Gain >10 6
    7. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok DFA Gain / Pain • • • • NO current solution => huge NO infrastructure required NO training required NO time required • Customers Gain/Pain ratio = ∞ 7
    8. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok DFA Example At-risk pregnancy Liver function • 8 million affected globally • conducting ~700 person trial in Vietnam • test for ALT/AST enzymes • cost: $14 v. 1¢ (DFA) Child nutrition Small farmer support Customer ‘pain’ is real pain 8
    9. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok START UP SECRETS Case Example: DFA An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners mjskok.com twitter: @mjskok 9

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