The document outlines a training agenda focused on brand value proposition design and customer understanding through various exercises. It emphasizes customer characteristics, pain points, and gains, offering frameworks to create value propositions that resonate with target audiences. Key content includes definitions of customer jobs, pains, gains, and the importance of aligning products and services with customer needs.

1.
#2: MONEY TALKS 11.00 - 12.00
SALES TECHNIQUES, PRICING
#1: MY BRAND 10.00 - 11.00
VALUE PROPOSITION DESIGN
SMARTHU FREELANCERS’ LAB AGENDA
#3: HAPPY CLIENTS 12.00 - 13.00
PROJECT MANAGEMENT, ROADMAPPING, BEST PRACTICES

2. #1 MY BRAND

3. # MY BRAND
YOUR CUSTOMER
OBSERVE CUSTOMERS
THE SET OF CUSTOMER
CHARACTERISTICS THAT YOU ASSUME,
OBSERVE AND VERIFY IN THE MARKET.

4. YOUR BRAND
CREATE VALUE
A SET OF VALUE PROPOSITION BENEFITS THAT
YOU DESIGN TO ATTRACT CUSTOMERS.
# MY BRAND

5. #1_1
VALUE PROPOSITION
CANVAS THE BOOK ONLINE:
https://issuu.com/
business.model.innovation/
docs/vpd_sneakpeek

6. ANY PERSONAL
EXPERIENCE WITH THE
TOOL?

10. CUSTOMER
(SEGMENT)
PROFILE
Customer Jobs / Customer
Gains / Customer Pains

11. / CUSTOMER
JOBS
FUNCTIONAL JOBS - BUY AND EAT GOOD BREAD
SOCIAL JOBS - REPRESENTING HEALTH CONSCIOUS CHOICE
WHEN BUYING BREAD
EMOTIONAL JOBS - I.E. NEED FOR TRUST IN CHOICE - I.E.
GLUTEN FREE BREAD
SUPPORTING JOBS:
BUYER OF A VALUE - I.E. RESPONSIBILITY FOR HOUSEHOLD
EXPENSES - PRICE/VALUE WHEN PURCHASING BREAD
COCREATOR OF A VALUE - I.E. HEALTHY FOOD BLOGGERS,
NUTRITIONIST
TRANSFERRER OF A VALUE - I.E. BUYER OF TESCO OR THE
CHEF OF A RESTAURANT BUYING BREAD
JOB CONTEXT IS IMPORTANT TO KNOW WHEN ADDRESSING
THE CUSTOMER -
JOB IMPORTANCE: SOME JOBS ARE MORE IMPORTANT FOR
THE CUSTOMER THAN OTHERS - I.E. WHEN HUNGRY, ONE
GETS FUNCTIONAL:)

12. / CUSTOMER
PAINS
PAINS DESCRIBE BAD OUTCOMES, RISKS, AND
OBSTACLES RELATED TO CUSTOMER JOBS.
UNDESIRED OUTCOMES, PROBLEMS AND
CHARACTERISTICS:
I.E.. CAN’T EAT A WHOLE BREAD IN 2 DAYS AND GETS
DRY, I DON’T LIKE GOING TO THE BAKERY EVERY DAY,
FRESH BREAD I CAN’T KEEP FOR LONG, THE CRISPS
FALL ALL OVER THE PLACE AS I CUT THEM
OBSTACLES: I
DON’T HAVE TIME TO GO TO THE BAKERY,
RISKS:
I WILL NOT GET THE TASTE I LIKE, THE QUALITY I LIKE
IF I BUY THE BREAD AT THE GROCERY STORE INSTEAD
MAKE PAINS CONCRETE!
UNDERSTAND PAIN SEVERITY

13. / CUSTOMER
GAINS
REQUIRED GAINS: GAINS WITHOUT WISH SOLUTIONS
WOULDN’T WORK. THE ESSENTIALS. (I.E. A PHONE THAT
WORKS
EXPECTED GAINS: BASIC GAINS EXPECTED FROM A SOLUTION.
WOULD WORK WITHOUT BUT STILL. ( A GOOD LOOKING SMART
PHONE )
DESIRED GAINS: EXPECTED NICE TO HAVE GAINS, THAT
CUSTOMERS CAN COME UP WITH IF YOU ASK THEM. (I.E.
SMART PHONE THAT IS SEAMLESSLY INTEGRATED WITH
OTHER DEVICES)
UNEXPECTED GAINS: GAINS THAT GO BEYOND CUSTOMER
EXPECTATION. (I.E. APPLE TOUCHSCREEN OR THE APP STORE)
MAKE THINGS CONCRETE!
DEFINE GAIN RELEVANCE FROM ESSENTIAL TO NICE TO HAVE!

14. TEXT
CUSTOMER PROFILES IN B2B (VARIOUS STAKEHOLDERS)
Influencers: their opinion matters to decision makers
Recommenders: researchers who formally recommend for or against
purchase
Economic buyers: the actual buyers - their concern is budget.
Decision makers: responsible for purchase decision
End users: the ultimate beneficiaries (ie. buyers of smartphone and we are
selling chips for the production to the company)
Saboteurs: those who can obstruct the purchase (ie controllers)

15. VALUE
PROPOSITION
Products and services /
Pain relievers / Gain
creators

16. / LIST OF PRODUCTS
AND SERVICES
LIST OF ALL THE PRODUCTS AND SERVICES A VALUE
PROPOSITION IS BUILT AROUND.
THINK OF ALL THE ITEMS (METAPHORICALLY
SPEAKING) THAT CUSTOMERS CAN SEE IN YOUR SHOP
WINDOW.
PHISICAL/TANGIBLE:
GOODS, MANUFACTURED PRODUCTS
INTANGIBLE:
COPYRIGHTS, SERVICES, AFTER SALES SERVICES
DIGITAL:
PRODUCTS LIKE MUSIC DOWNLOADS, APPLICATIONS,
SERVICES LIKE ONLINE RECOMMENDATIONS.
FINANCIAL:
PRODUCTS LIKE INVESTMENT FUNDS, INSURANCES,
OR SERVICES LIKE FINANCING OF A PURCHASE.

17. / PAIN
RELIEVERS
PAIN RELIEVERS DESCRIBE HOW YOUR
PRODUCTS AND SERVICES ALLEVIATE
CUSTOMER PAINS.

18. / GAIN
CREATORS
GAIN CREATORS DESCRIBE HOW YOUR PRODUCTS AND SERVICES
CREATE CUSTOMER GAINS.
THEY EXPLICITLY OUTLINE HOW YOU INTEND TO PRODUCE
OUTCOMES AND BENEFITS THAT YOUR CUSTOMERS EXPECT,
DESIRE OR WOULD BE SURPRISED BY, INCLUDING FUNCTIONAL
UTILITY, SOCIAL GAINS, POSITIVE EMOTIONS AND COST SAVINGS.
REQUIRED GAINS:
GAINS WITHOUT WISH SOLUTIONS WOULDN’T WORK. THE
ESSENTIALS. (I.E. A PHONE THAT WORKS
EXPECTED GAINS:
BASIC GAINS EXPECTED FROM A SOLUTION. WOULD WORK
WITHOUT BUT STILL. ( A GOOD LOOKING SMART PHONE )
DESIRED GAINS:
EXPECTED NICE TO HAVE GAINS, THAT CUSTOMERS CAN COME UP
WITH IF YOU ASK THEM. (I.E. SMART PHONE THAT IS SEAMLESSLY
INTEGRATED WITH OTHER DEVICES)
UNEXPECTED GAINS:
GAINS THAT GO BEYOND CUSTOMER EXPECTATION. (I.E. APPLE
TOUCHSCREEN OR THE APP STORE)
MAKE THINGS CONCRETE
DEFINE GAIN RELEVANCE FROM ESSENTIAL TO NICE TO HAVE

19. FIT
WHAT IS YOUR BRAND
VALUE PROPOSITION?
YOU ACHIEVE FIT WHEN YOUR VALUE MAP MEETS YOUR
CUSTOMER PROFILE. DESIGN YOUR BRAND VALUE
PROPOSITION (IE. YOUR BRAND) AROUND THAT FIT.
THERE ARE 3 KINDS OF FIT:
PROBLEM - SOLUTION FIT:
WORKS BUT MAYBE IT IS NOT A GOOD BUSINESS, IN TERMS OF
COMPETITION/MARKET FIT
PRODUCT - MARKET FIT :
WORKS ON THE MARKET, MAYBE NOT A SCALEABLE BUSINESS
BUSINESS MODEL FIT:
WORKS ON THE MARKET, CAN BE A SCALEABLE BUSINESS

20. #1_2 EXCERCISES
# MY BRAND

21. STEP INTO YOUR CUSTOMERS
SHOES EXERCISE
15 minutes
# MY BRAND _ TEAMWORK

22. A DAY IN LIFE
EXERCISE
10 minutes
# MY BRAND _ TEAMWORK

23. TRIGGER QUESTIONS FOR CUSTOMER PAINS
How do your customers define too costly? Takes a lot of time, costs too much money, or requires substantial efforts?
What makes your customers feel bad? What are their frustrations? What gives them a headache?
How are current value propositions underperforming for your customers? Which features are missing? Any
malfunctions they cite?
What are the main difficulties that challenges your customers encounter? Do they understand how things work,
having difficulties getting certain things done, or resist particular jobs for specific reasons?
What negative social consequences do your customers encounter or fear? Are they afraid of loss of face, power,
trust or status?
What risks do your customers fear? Are they afraid of financial, social or technical risks, or are they asking themselves
what could go wrong?
What is keeping your customers awake at night? What are their big issues, concerns?
What common mistakes do your customers make? Are they using a solution the wrong way?
What barriers are keeping your customers from adopting a value proposition? Are there upfront investment costs, a
steep learning curve, or other obstacles preventing adoption?
# MY BRAND
HELP

24. TRIGGER QUESTIONS FOR CUSTOMER GAINS
Which savings would make your customer happy? (in terms of time, money, effort)
What quality levels do they expect, and what would they wish for more or less of?
How do current value propositions delight your customers? Which specific features do they enjoy? What
performance and quality do they expect?
What would make your customers’ lives or jobs easier? Could there be a flattering learning curve, more
services or lower costs of ownership?
What positive social consequences do your customers desire?What makes them look good?What increases
their power or status?
What are customers looking for most? Are they searching for good design, guarantees, specific or more
features?
What do customers dream about? What do they aspire to achieve, or what would be a big relief to them?
How do your customers measure success and failure?
What would increase your customers’ likelihood of adopting a value proposition? Do they desire lower cost,
less investment, lower risk, better quality?
# MY BRAND
HELP

25. MAP HOW YOU CREATE
VALUE EXERCISE
15 minutes
# MY BRAND _ TEAMWORK

26. TRIGGER QUESTIONS FOR PAIN RELIEVERS
Could your products and services…
produce savings? (ie. time, money or efforts)
make your customers feel better? By killing frustrations, annoyances, and other things that give customers a
headache?
fix underperforming solutions? By introducing new features, better performance, or enhanced quality?
put an end to difficulties and challenges your customers encounter? By making things easier or eliminating obstacles?
wipe out negative social consequences your customers encounter or fear? In terms of loss of face or power, trust or
status?
eliminate risks your customers fear? (ie financial, social, technical or things that could go wrong?)
help your customer better sleep at night? By addressing significant issues, diminishing concerns, or eliminating
worries?
limit or eradicate common mistakes customers make? By helping them use a solution the right way?
eliminate barriers that are keeping customer from adopting value propositions? Introducing lower or no upfront
investment costs, a flattering learning curve, or eliminating other obstacles preventing adoption?
# MY BRAND
HELP

27. TRIGGER QUESTIONS FOR GAIN CREATORS
Could your products and services…
create savings that please your customers ? (ie. time, money or efforts)
produce outcomes your customers expect or that exceeds their expectations? (by offering more or less of
something?)
outperform current value propositions and delight your customers? (ie specific features, performance, or
quality)
make your customes’ work or life easier? Via better usability, accessibility, more services, or a lower cost of
ownership?
create positive social consequences? By making them look good or producing an increase in income and
status?
do something specific that customers are looking for?
fulfil a desire customers dream about? By helping them achieve their aspirations or getting relief from hardship?
help make adoption easier?
# MY BRAND
HELP

28. YOUR FIT
EXERCISE
15 minutes
# MY BRAND

30. THANK YOU FOR YOUR
ATTENTION!
ANY QUESTIONS? CONTACT:
EMESE@ZUANGO.HU