Value Proposition Workshop Presentation
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This document summarizes a presentation on developing an effective value proposition using the Value Proposition Canvas framework. It discusses moving from the Business Model Canvas to the Value Proposition Canvas, understanding customer needs through developing personas like "Erling the Banker", filling out the different components of the Value Proposition Canvas through breakout sessions, and providing examples of strong value propositions. The overall goal is to help attendees understand and apply the Value Proposition Canvas to develop a compelling value proposition for their own startup.
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Value Proposition Workshop Presentation
- 1. Aleksander Bordvik, Startup Borgen & desperate, @abordvik ValueProposition Understand and apply value proposition design in your startup
- 2. Agenda 1 - Coming from Business Model Canvas to Value Proposition Canvas 2 - Breakout session 3 - Understanding the framework and developing personas 4 - Breakout session 5 - Value Proposition examples and development 6 - Breakout session 7 - Value Proposition IRL and your startup What and when
- 3. Credits Frameworks are developed by Strategyzer
- 4. Credits Michael Skok, Harvard i-lab Slides Video
- 5. Credits Icons used in this presentation are from dryicons.com
- 6. WhoamI Aleksander Bordvik • Run a digital agency, desperate • Managing director, Startup Borgen • Venture Cup Alumni • 10/8 years independent/startup • Concept development • Key account management • Facilitation and coaching
- 7. Submit your application Venture Cup National Startup Competition
- 11. Whystartupsfail • Ignore customers • Poor marketing • No market need • Product mistimed • Didn’t use network See the full list https://www.cbinsights.com/research/startup-failure-reasons-top/
- 12. ThePainKiller Talk with your customers Understand them deeply Clear communication Match value and need Value Proposition is KEY vitamin vs pain killer
- 13. BusinessModelCanvas Business Model Generation Get your own copy
- 14. BusinessModelCanvas Business Model Generation Get your own copy
- 15. Connecting the two frameworks
- 17. Beforewebreak Write down value drivers for your startup Write down value propositions for your startup Key point: I will not give you the perfect VP, you will discover it over time. Breakout - reenergise - brain exercise
- 18. Breakoutsession
- 20. Whatisapersona Can be a user / buyer / decision maker etc. Start to define a character, ideally real, can be fictional What are their problems, what makes them happy Are they working alone, only 9-5 mentality Married, member of a community Before we create a value prop, we must understand who is the receiver
- 21. Mindset You want to have intimate familiarity with your customers Your goal
- 22. Let’smeetErling
- 23. Erling The Banker • Works 40 hours in a national bank • Spends 28 hours on computer, 8 hours in meetings, 10 hours on phone • Married, 4 kids aged 5-19, 1 at university on scholarship • Has a back problem, that gives a lot of pain, most likely from sitting a lot and working on computer.
- 24. WecanHELP Here is our startup to the rescue
- 25. BackBagIceCool A customised bag containing an ice bag, that can be strapped onto your back for lower back pain. Patented combination of ice cooling liquid, that last for days. Double sided straps with strong stitching for durability. Used by golf professional to minimise risk of injury. Affordable priced. Designer patterns for the bag, an unboxing experience unlike many. Yes, it has an app. And is connected to via bluetooth to track wearing time and ice state. Our awesome startup
- 26. Orcanwehelp Are we to the rescue for Erling
- 27. BackBagIceCool Erling doesn’t care about our patent 🙁 Erling can afford our product 🤩 Erling needs it at home and at work, and can easily put it in the freezer overnight ✅ Erling needs to wear it under his shirt at work or on top ✅ Erling doesn’t play golf 😶 Erling doesn’t care about fashion 😐 Erling doesn’t like how everything is connected today, and doesn’t like to being tracked 🙁 Erling would use it daily ✅ Our awesome startup
- 28. Let’stargetErling We are here to help you, Erling
- 29. BackBagIceCool Erling, we have a product that you can afford Erling, our ice will last you the entire workday, but also in the evening if you need it, no water condense Erling, we have a business white shirt colour, that you can choose to match your workwear, and it can easily be worn sitting at a work desk. Erling, the cover is dirt resistant, so you don’t need to worry about dirt and it’s designed for wearing very day Our awesome startup
- 30. Erling is happy We are happy Erling has less pain
- 31. PersonaProfileexample Travel Persona example from Xtensio How to create a persona like this at Xtensio
- 32. Mostlikelyyouhavemultiple customersegments.Spend timeondefiningthem,and thentargetoneofthem. How many profiles do I have?
- 33. Beforewebreak Let’s revisit the Customer Profile in the Value Proposition Canvas. In the break we will work on getting the content for filling out that part of the canvas. Breakout - reenergise - brain exercise
- 35. Beforewebreak Breakout - reenergise - brain exercise Gains Pains Customer Jobs What does Erling need and what does he expect? What things would delight him, so we can do business together What are the risks to Erling? What negative experiences that he can suffer during the process What are the jobs that Erling needs to do? Both job wise and privately. What are the needs that Erling is trying satisfy
- 36. Breakoutsession
- 38. Next:ValueMap
- 40. LikewedidwithErling First we talk about us, then how we can help Erling
- 41. Product&Service Let’s make the list as we did previously where we list our products and services. The idea is that this box correlates with the Customer Job. You can also apply relevance to individual components.
- 42. PainReliever How will you remove pains from the user? You want to focus on the most extreme pains first. You want to focus on the pains that you can alleviate most efficiently for the user and utilising your resources the best.
- 43. GainCreator How does your product or service creates gains for the user? What are the benefits one would get from using your product / service? What do users expect, how to overdeliver and delight them?
- 49. Beforewebreak Breakout - reenergise - brain exercise Last breakout. Let’s fill out the Value Map See slide 41-43
- 50. Breakoutsession
- 56. How to test
- 57. How to learn more
- 59. Submit your application Venture Cup National Startup Competition
- 61. Content is for educational purpose ThankYou