We explore the process of creating a crisp and concise value proposition for your startup. Learn how to answer the essential question, “What is the value you bring to your customers?” — without getting into the details of your technology. Formulating a good value proposition is essential for any startup. It is also fundamental to other skills an entrepreneur needs to develop, such as conducting a market analysis, creating a business model and delivering a pitch. You’ll also get to watch several videos from entrepreneurs who will explain how their value proposition changed from their initial idea to their current product.

2. Agenda
What is a value proposition?
Examples
Case studies
Dimensions of value
Value Proposition Canvas (Osterwalder)
Prototyping
Your turn
Q&A

4. How to (not) articulate value:
http://www.youtube.com/watch?v=WnPjqt6vEzA

5. A note on language:
You are a translator
volatile organic compounds
cache-coherence
DRM, LAMP
monetize
incentivize
osteoblast
service-dependent sublayer
X

6. A note on language:
Show, don’t tell
state of the art
groundbreaking
landmark
sensational
disruptive
ideation
amazing
revolutionary
awesome
innovative
breath-taking
cutting edge
X

7. A value proposition is a
statement of the unique benefits
delivered by your offering to the
target customer

8. A value proposition is a
hypothesis that your offering will
bring certain values to a target
customer. *
* Like any hypothesis, it needs to be
rigorously tested in the lab (read: with
customers) before money is put into
scaling.

9. The value proposition statement
should consist of these components:
1. What your product/service is
2. The target customer
3. The value you provide them
Emergent property: why your
product is unique

10. Examples:
Good: “Winners is a
department store that
offers fashion conscious
consumers the latest
brand names for up to 60
per cent off.” (Winners)
Bad: “Winners is an
off-price department
store owned by TJX
that employs
international
sourcing and buying
power.”
What is it?
For whom?
Values?

11. Examples:
Good: “Winners is a
department store that
offers fashion conscious
consumers the latest
brand names for up to 60
per cent off.” (Winners)
Bad: “Winners is an
off-price department
store owned by TJX
that employs
international
sourcing and buying
power.”
What is it?
For whom?
Values?

12. Examples:
Good: “A1 Industries has
developed an economical and
easy-to-use chemical additive that
allows paint manufacturing
companies to reduce the
environmental impact of their
products
Bad: “A1 Industries
has discovered a
chemical isomer
additive that allows
for a reduction of
VOC emissions.”
What is it?
For whom?
Values?

13. Examples:
Good: “A1 Industries has
developed an economical and
easy-to-use chemical additive
that allows paint manufacturing
companies to reduce the
environmental impact of their
products
Bad: “A1 Industries
has discovered a
chemical isomer
additive that allows
for a reduction of
VOC emissions.”
What is it?
For whom?
Values?

14. Examples:
Good: “Google is the world’s
largest search engine that
allows internet users to find
relevant information
quickly and easily.”
Bad: “Google uses a
patented page-
ranking algorithm to
make money through
ad placement.”
What is it?
For whom?
Values?

15. Examples:
Good: “Google is the
world’s largest search
engine that allows internet
users to find relevant
information quickly and
easily.”
Bad: “Google uses a
patented page-
ranking algorithm to
make money through
ad placement.”
What is it?
For whom?
Values?
Are Internet Users really Google’s customers?

16. Examples:
Good: “Google is the world’s
largest search engine that
automatically provides
advertisers with potential
customers tailored to the ad
content, increasing click-
through rates and
conversion rates.”
Bad: “Google uses a
patented page-
ranking algorithm to
make money through
ad placement.”
What is it?
For whom?
Values?

17. Saving/making money
Saving time
Lower risk
Enabling function
Convenience
Quality
Customizable
Usability
Social
Inclusion
Health
Aesthetics
Status
Newness
Environmental
Self-Actualization
Ethical
Selling to
Business
Selling to
Customer

18. Value Prop Template:
__company name_______ has
created __product ___
for _____target audience________,
that results in ___value 1_________,
__value 2____, ____value 3__.

20. @Acadiate

21. https://www.youtube.com/watch?v=lCQwqLd0piw

22. Acadiate has
created a student branding tool
for college students,
that results in appealing student
portfolios,
earlier prep for the job market, and
greater school access to the way
students are branding themselves.

23. Acadiate has
created a career development platform
for post secondary educators,
that results in better student branding
and job applications, more accessible
and career relevant mentorships, and
less administrative overhead.

24. @my_SoJo

25. https://www.youtube.com/watch?v=S6QKR77-Gr8

26. 1) SoJo has created thesojo.net, a
website for young people curious about
social entrepreneurship, that results in
more inspired, empowered and
connected individuals who are prepared
to turn their ideas into action.

27. 2) SoJo has created the mySoJo project-
based learning platform for educators
teaching social entrepreneurship, that
results in better project outcomes, data
driven insights into student learning,
and lower program delivery costs to
larger numbers of students.

28. @MJKOBoxing

29. https://www.youtube.com/watch?v=Vy4FR-RFfbQ

30. Mentoring Juniors Kids
Organization (MJKO)has created
sports leadership training in a safe and
caring environment for intermediate/
senior high school students that
results in healthy living, character
building, commitment to community and
empowerment. (2012)

31. Mentoring Juniors Kids
Organization (MJKO) has created
mentoring and leadership training
using the sport of non-contact boxing
for youth living in Toronto’s priority
neighbourhoods, that results in
more active, engaged youth and an
increased number of certified youth
coaches helping to build capacity
within the sport and recreation
sector. (2015)

32. @ClaimTheFuture

33. https://www.youtube.com/watch?v=0rUlJNijmNE&feature=youtu.be

34. Raise Your Flag has
created a career-planning platform
for guidance councilors to help students
not going to University or College
that results in goal-oriented, engaged
students, better job prospects and data
for schools to track their engagement.

35. Raise Your Flag has
created a career development platform
For young people without degrees or
diplomas,
that results in excitement over job
prospects, informed choices, better job
opportunities and lower turnover

36. Raise Your Flag has
created a ‘career development’
marketing platform
For companies looking to employ young
people without degrees or diplomas,
that results in lower turnover/churn,
more engaged employees and reduced
HR costs.

44. Value Prop Template:
__company name_______ has
created __product ___
for _____target audience________,
that results in ___value 1_________,
__value 2____, ____value 3__.

45. Joseph Wilson
Director, Business Development
Spongelab Interactive
@josephwilsonca
Joseph.wilson@spongelab.com