value proposition design - aal2business
TRANSCRIPT
VALUE PROPOSITION CANVAS
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October, 2020 ©META Group, All Rights Reserved
No use no impact
META Group May 20202
October, 2020 ©META Group, All Rights Reserved
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#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
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Need an approach for
creating value for
customers & lowering
risk of failure!
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CUSTOMER PRODUCT / SERVICE
VALUE PROPOSITION
Describes the benefits customers can expect from your novel solution
VALUE PROPOSITION
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VALUE PROPOSITION CANVAS
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Value Design Process
Extract Prioritize Design Prioritize Run Capture Make
Hypothesis Hypothesis Tests Tests Tests Learnings Progress
our focus
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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
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Value Proposition Canvas (VPC)
Customer ProfileValue Map
jobs
pains
gainsgain creators
pain relievers
products & services
Value Proposition Canvas (VPC)
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Customer ProfileValue Map
PRODUCT INSPIRED INNOVATION
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Customer ProfileValue Map
CUSTOMER INSPIRED INNOVATION
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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:
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Choosing a Customer Segment
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Definition:
Customer Segment
The groups of people or organizations who share similar characteristics that you aim to reach and create value for them
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MARKET SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS PSYCHPGRAPHICSBEHAVIORAL
Age
Gender
Income
Marital Status
Ethnic Background
Activities
Personality & Values
Attitudes
Benefits
Usage Rates
Local
Patterns
National
International
Regional
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Taxi Passengers in Brussels, Belgium
1. Customer SegmentTaxi Passengers in Brussels, Belgium
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2. Customer profile - Jobs
Find Taxi
Give directions
Pay
Call Taxi
What customers are trying to get done?
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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?
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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?
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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
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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:
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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
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1. Value map - Products & Services
Taxi Smartphone
App
What you offer customers
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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
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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
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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
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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
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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:
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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
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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.
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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
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Clean
Professional driver
Wifi
Test Your Customer Assumptions
Best Fit
wrong assumptions!
Customer34
Adjust & Redesign
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Best Fit
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2
n
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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
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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
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