value proposition design - aal2business
Post on 17-Apr-2022
3 Views
Preview:
TRANSCRIPT
VALUE PROPOSITION CANVAS
1
October, 2020 ©META Group, All Rights Reserved
No use no impact
META Group May 20202
October, 2020 ©META Group, All Rights Reserved
3
#1 MistakeFor start-ups and R&D Teams willing to go to market
Developing
Something
Nobody Wants
Wasted time & resources
Unproductive meetings
Uncommon language
Product
Failure
CHALLENGE
EnterpriseStartup
4
Need an approach for
creating value for
customers & lowering
risk of failure!
5
CUSTOMER PRODUCT / SERVICE
VALUE PROPOSITION
Describes the benefits customers can expect from your novel solution
VALUE PROPOSITION
6
VALUE PROPOSITION CANVAS
7
Value Design Process
Extract Prioritize Design Prioritize Run Capture Make
Hypothesis Hypothesis Tests Tests Tests Learnings Progress
our focus
8
Value Map
The set of value proposition benefits that you design to attract customers
Customer Profile
The set of customer characteristics that you assume, observe and verify in the market
9
Value Proposition Canvas (VPC)
Customer ProfileValue Map
jobs
pains
gainsgain creators
pain relievers
products & services
Value Proposition Canvas (VPC)
10
Customer ProfileValue Map
PRODUCT INSPIRED INNOVATION
11
Customer ProfileValue Map
CUSTOMER INSPIRED INNOVATION
12
Customer Profile Overview
1Download the
Customer Profile Canvas
2Grab a Set of Small Sticky
Notes
3Map Out Your
Customer Profile
Visualize what matters to your customers in a sharable format
1 pageactionable customer profile
OBJECTIVE: OUTCOME:
13
Choosing a Customer Segment
14
Definition:
Customer Segment
The groups of people or organizations who share similar characteristics that you aim to reach and create value for them
15
MARKET SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS PSYCHPGRAPHICSBEHAVIORAL
Age
Gender
Income
Marital Status
Ethnic Background
Activities
Personality & Values
Attitudes
Benefits
Usage Rates
Local
Patterns
National
International
Regional
16
Taxi Passengers in Brussels, Belgium
1. Customer SegmentTaxi Passengers in Brussels, Belgium
17
2. Customer profile - Jobs
Find Taxi
Give directions
Pay
Call Taxi
What customers are trying to get done?
18
October, 2020 ©META Group, All Rights Reserved
3. Customer profile - Pains
Wait a long time
Compete with other customers
Overcharged by Taxi
Unsafe driver
What annoys the customer before, during & after getting job done
Find a taxi
Give directions
Pay
Call Taxi
October, 2020 ©META Group, All Rights Reserved
4. Customer profile - Gains What outcomes & benefits customers want?
20
Find Taxi
Wait a long time
Compete with other customers
Overcharged by Taxi
Unsafe driver
Give directions
Pay
Call Taxi
Clean sitsProfessional
driver
Easy payment
WiFi
October, 2020 ©META Group, All Rights Reserved
5. Customer profile - Ranking
Find Taxi
Give directions
PayWait a
long time Compete with other customers
Overcharged by Taxi
Unsafe driver
Call Taxi
What is the customer priority?
21
Clean sitsProfessional
driver
Easy payment
WiFi
October, 2020 ©META Group, All Rights Reserved
Find Taxi
Give directions
Pay
Wait a long time
Compete with other customers
Overcharged by Taxi
Unsafedriver
Clean
Easy payment
Professional driver
Call Taxi
5. Customer profile - Ranked What is the customer priority?
Ran
ked
Ran
ked
Ran
ked
22
Wifi
October, 2020 ©META Group, All Rights Reserved
Customer Profile - Summary
1 2 3 4 5Select Identify Identify Identify Prioritize
customer customer customer customer jobs, painssegment Jobs pains gains & gains
Visualize what matters to your customers in a sharable format
1 page actionable customer profile
OBJECTIVE: OUTCOME:
23
Value Map - Overview
2Download the
Value Map Canvas
3Grab a Set of Small Sticky
Notes
4Map out how you
create value for your customers
Describe explicitly how your products and services create value
1 page map of value creation
OBJECTIVE: OUTCOME:
1Grab the Customer
Profile you previously completed
24
1. Value map - Products & Services
Taxi Smartphone
App
What you offer customers
25
October, 2020 ©META Group, All Rights Reserved
2. Value map Pain Relievers
Taxi Smartphone
App
No Cash
Assigneddriver
CostSystem
How exactly your products and services alleviate specific customer pains
Instantbooking
26
October, 2020 ©META Group, All Rights Reserved
3. Value map - Gain Creators
Taxi Smartphone
App
No Cash
Assigneddriver
CostSystem
Save TimeProfessional
drivers
Visual Map
Rating System
How your products and services create customer gains
Instantbooking
27
October, 2020 ©META Group, All Rights Reserved
Taxi Smartphone
App
No Cash
Assigneddriver
CostSystem
Save TimeProfessional
drivers
Visual Map
Rating System
Instantbooking
Products & Services Rank products & services from nice to have to essential
Pain RelieversRank pains from nice to have to essential
Gain CreatorsRank gains from nice to have to essential
28
Value map - RANKING
Taxi Smartphone
App
No Cash
Assigneddriver
CostSystem
Save Time
Professional drivers
Rating System
Visual Map
Instant booking
Products & Services Rank products & services from nice to have to essential
Pain RelieversRank pains from nice to have to essential
Gain CreatorsRank gains from nice to have to essential
Value map - RANKED
29
Value Map - Summary
1List products and services
2Outline pain
relievers
3Outline gain
creators
4Rank by order of importance
Describe explicitly how your products and services create value
1 page map of value creation
OBJECTIVE: OUTCOME:
30
Taxi Smartphone
App
No Cash
Assigneddriver
CostSystem
Save Time
Professional drivers
Rating System
Visual MapFind Taxi
Give directions
Pay
Wait a long time
Compete with other customers
Overcharged by Taxi
Unsafe driver
Call Taxi
Instant booking
Ranked VPC
31
Clean
Easy payment
Professional driver
Wifi
Fit - Overview
Verify if you are addressing what matters to customers
Connection between your products and services and customer jobs, pains, andgains
OBJECTIVE: OUTCOME:
1Bring in the Value Proposition Map and
Customer Segment Profile you completed earlier.
2Go through Pain Relievers and Gain Creators
one by one, and check to see whether they fit a customer job, pain, orgain.
3Put a check mark on each one that does.
32
Taxi Smartphone
App
No Cash
Assigned driver
Cost System
Save Time
Professional drivers
Visual Map
Rating System
Find Taxi
Give directions
Pay
Wait a long time
Compete with other customers
Overcharged by Taxi
Unsafe driver
Easypayment
Arrive on time
Call Taxi
Instant booking
Taxi Smartphone Application
33
Clean
Professional driver
Wifi
Test Your Customer Assumptions
Best Fit
wrong assumptions!
Customer34
Adjust & Redesign
35
Best Fit
1
2
n
36
Strategyzer.com/vpd
Taxi Smartphone App
Taxi passengers
book a taxi
minimizing waiting time for a taxi
enjoying affordable prices
Typical taxi services by phone
ad-libVALUE
PROPOSITION TEMPLATE
37
SUMMARY
1.The Value Proposition Canvas (VPC) helps clarify the customer needs & how to create value for them
3.
Validate by talking to customers
2.Extract value propositions using ad-libs
4.Take insights and update VPC
38
top related