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Value Proposition Design (v. 2018 ita)
This document discusses value proposition design, which is lesson 3 of the 2017-18 course program. It provides examples of value proposition canvases, including for Airbnb. The value proposition canvas is used to help define the key benefits a company offers customers and the pains and gains addressed for different customer segments. Empathy maps are also discussed as a tool to understand customer needs from their perspective.
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Value Proposition Design (v. 2018 ita)
- 1. Value proposition design FriedaBrioschi / Emma Tracanella frieda.brioschi@gmail.com / emma.tracanella@gmail.com IED, 13 March 2018 Lesson 3/2017-18
- 2. 3. Value propositiondesign Course program 1. Start-ups 2. Business Model & Canvas 3. Value proposition design 2
- 3. 3. Value propositiondesign Nine out of ten start-ups will fail 3
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- 11. 2. Business Model& Canvas2. Business Model & Canvas11 https://www.forbes.com/sites/groupthink/2016/03/02/top-20-reasons-why-startups-fail-infographic/#4ccde2753911
- 12. 3. Value propositiondesign12 http://technorian.com
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- 31. 3. Value propositiondesign Business Model Canvas 31
- 32. 3. Value propositiondesign The Business Model Canvas During last lesson we discussed what is a business model and how fulfill a business model canvas, looking into each part: • Value proposition • Customer segments • Channels • Customer relationship • Revenue streams • Key resources • Key partner • Key activities • Cost structure 32 1 2 3 4 5 6 7 89
- 33. 2. Business Model& Canvas Community models 33
- 34. 2. Business Model& Canvas Geographically based • neighbourhood • productive district • close to me 34 http://www.oilproject.org/lezione/cos-un-business-community-model-6346.html
- 35. 2. Business Model& Canvas Professional community • All the people making the same job. • It’s an easy target. 35 http://www.oilproject.org/lezione/cos-un-business-community-model-6346.html
- 36. 2. Business Model& Canvas Online community • Easy to reach (massive tools available) • There’s no clear limits between being part of a community and a company business (let’s think of UGC) • Online users are available to pay for an interesting service (freemium!) • Can be created as part of my business (i.e. Amazon’s bookshops network) 36 http://www.oilproject.org/lezione/cos-un-business-community-model-6346.html
- 37. 2. Business Model& Canvas Business plan 37
- 38. 2. Business Model& Canvas Business plan • Business plan describes what, how long e how much money you need to realize your business model. • Usually a business plan is a doc both for internal and external use. Internally it describes the company strategy, externally it presents the project to stakeholder. 38
- 39. 2. Business Model& Canvas Business plan • Writing a business plan help to clarify every company activities and • optimize and develop available resources • improve consciousness on financial aspects, cash flows, break even, etc. • Analyze risks • Identify path to specific goals • Etc. 39 http://www.nascelimpresa.it/doc/guida_BUSINESS_PLAN.pdf
- 40. 2. Business Model& Canvas Business model Vs Business plan Plans are static… models are dynamic! - Steve Blank - 40 http://www.slideshare.net/sblank/bus-model-and-cust-dev-jan-2013
- 41. 3. Value propositiondesign Value proposition design 41
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- 43. 3. Value propositiondesign43 https://www.flickr.com/photos/osterwalder/7888051104/
- 44. 3. Value propositiondesign44 http://liftinteractive.com/studio/strategy-consulting/value-proposition-design/
- 45. 3. Value propositiondesign45 https://www.flickr.com/photos/osterwalder/7917587562/
- 46. 3. Value propositiondesign46 https://www.flickr.com/photos/osterwalder/7887898256/ 1 2 3 4 5 6
- 47. 3. Value propositiondesign47 Empathy Map Canvas Designed for: Designed by: Date: Version: WHO are we empathizing with? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? Who is the person we want to understand? What is the situation they are in? What is their role in the situation? GOAL What do they SEE? What do they SAY? What do they DO? What do they HEAR? What do they THINK and FEEL? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading? What have we heard them say? What can we imagine them saying? What do they do today? What behavior have we observed? What can we imagine them doing? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? © 2017 Dave Gray, xplane.comLast updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/ 1 2 3 4 5 6 7 PAINS GAINS What are their fears, frustrations, and anxieties? What are their wants, needs, hopes and dreams? What other thoughts and feelings might motivate their behavior?
- 48. 3. Value propositiondesign48 http://indruc.com/wp-content/uploads/2014/09/value-proposition-design_value-map_customer-profile.png
- 49. 3. Value propositiondesign49 http://indruc.com/wp-content/uploads/2014/09/value-proposition-design_value-map_customer-profile.png
- 50. 3. Value propositiondesign50 http://designstrategyzer.com/design-strategy/
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- 52. 3. Value propositiondesign Value proposition canvas examples 52
- 53. 3. Value propositiondesign53 http://en.wikipedia.org/wiki/Business_Model_Canvashttps://dpi662burns2016.wordpress.com/2016/02/24/reflections-on-my-customer-profile-template/
- 54. 3. Value propositiondesign airbnb 54 http://www.slideshare.net/adrianholzer37/value-proposition-design
- 55. 3. Value propositiondesign55 https://issuu.com/strategyzer/docs/vpd_preview/68
- 56. 3. Value propositiondesign56 https://anaslearninglab.com/2015/10/25/playground-the-business-model-canvas-and-the-value-proposition- canvas/
- 57. 3. Value propositiondesign57 https://strategyzer.com/
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- 59. 3. Value propositiondesign59 2003 - Consumer to Consumer
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- 61. 3. Value propositiondesign61 2006 - Small Business to Consumer
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- 63. 3. Value propositiondesign63 2008 - Big Business to Consumer
- 64. 3. Value propositiondesign64 2008 - Big Business to Consumer
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