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Value Proposition Designer Canvas - Background & Aim
The document outlines the Value Proposition Designer Canvas, which is a tool used to better understand customers and develop products and services that meet their needs. It discusses gathering information on customer jobs, pains, and gains in order to design a value proposition in the form of product and service combinations that relieve pains and create benefits. The canvas also addresses considering and differentiating from competing value propositions serving the same customer segment.
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Value Proposition Designer Canvas - Background & Aim
- 1. Value Proposition Designer Opportunityrecognition WORKSHOP This work is licensed under Creative Commons Attribution Non Commercial 3.0
- 2. Value Proposition Designer Canvas Part1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
- 3. Value Proposition Designer Canvas Part1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
- 4. Part 1: Background& aim Origin: Lean start-up movement and business model canvas
- 5. Part 1: Background& aim Value proposition designer canvas Goal 1 Getting to know your customer (even) better Goal 2 Developing products & services that have a much better fit with the jobs and problems of these customers Instead of pushing a technology, product or service that your customers don’t use
- 6.
- 7. Part 1: Background& aim Focus on Value proposition Customer segment(s) value “ What bring can I “ Who are myand customers to my customer(s)? ” what frustrates them today? ”
- 8. Part 1: Background& aim Goal: achieving (product-market) fit Absence of fit will lead to failure, even for products with great technologies or great products for the wrong customers. http://www.businessmodelalchemist.com
- 9. Part 1: Background& aim http://www.businessmodelalchemist.com
- 10. Value Proposition Designer Canvas Part1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
- 11. Part 2: Customerside The golden rule for every business man is: Orison Swett Marden “ Put yourself in your customer’s place ” Bill Gates “ Your most unhappy customers are your greatest source of learning ”
- 12. Part 2: Customerside
- 13. Part 2: Customerside Getting to know your customers, relates to 3 aspects: • Needs they are trying to satisfy • Problems they are trying to solve • Tasks they are trying to complete
- 14. Part 2: Customerside Customer jobs • Functional jobs (tasks) • Social jobs (e.g. gain power / status) • Emotional jobs (e.g. feel good) • Basic needs (e.g. communication) http://www.businessmodelalchemist.com
- 15. Part 2: Customerside Customer pains • Negative emotions (frustrations) • Undesired costs and situations (time, money, underperformance, mistakes) • Risks (technical, social, financial) http://www.businessmodelalchemist.com
- 16. Part 2: Customerside Customer gains • Benefits customer expects, desires or would be surprised by • Incl. functional utility, social gains, positive emotions and cost savings http://www.businessmodelalchemist.com
- 17. Part 2: Customerside Part 2: Customer side “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.” Zig Ziglar http://www.businessmodelalchemist.com
- 18. Value Proposition Designer Canvas Part1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
- 19. Part 3: ValueProposition side “ The absolute fundamental aim is to make money out of satisfying customers John Egan ”
- 20. Part 3: ValueProposition side Value proposition = Product-service combination http://www.businessmodelalchemist.com
- 21. Part 3: ValueProposition side Value proposition = Product-service combination Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs? http://www.businessmodelalchemist.com
- 22. Part 3: ValueProposition side Tangible (e.g. manufactured goods, face-to-face customer service) Digital/virtual (e.g. downloads, online recommendations) Intangible (e.g. copyrights, quality assurance) Financial (e.g. investment funds, financing services) http://www.businessmodelalchemist.com
- 23. Part 3: ValueProposition side Pain relievers • How do your products / services eliminate or reduce negative emotions, undesired costs and situations and risks? http://www.businessmodelalchemist.com
- 24. Part 3: ValueProposition side Gain creators • How do your products / services create benefits your customer expects, desires or would be surprised by? http://www.businessmodelalchemist.com
- 25. Part 3: ValueProposition side http://www.businessmodelalchemist.com
- 26. Value Proposition Designer Canvas Part1 Part 3 Background & aim Value proposition side Part 2 Part 4 Customer side Dealing with competing value propositions
- 27. Part 4: Competingvalue propositions “ Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes. Bill Gates ”
- 28. Part 4: Competingvalue propositions Value Propositions compete with others for the same customer segment http://www.businessmodelalchemist.com
- 29. Part 4: Competingvalue propositions http://www.businessmodelalchemist.com
- 30. Conclusion Last question toanswer Is there a real fit between your value proposition and what customers are looking for?