Post on 27-Apr-2020
VALUE PROPOSITION CANVAS
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Value Proposition Canvas
Special thanks to strategyzer.com for their inspiring work!
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CUSTOMERPRODUCT / SERVICE
VALUE PROPOSITION
Describes the benefits customers can expect from your products & services
VALUE PROPOSITION
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CUSTOMERPRODUCT / SERVICE
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#1STARTUP MISTAKE
Building
Something
Nobody Wants
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Wasted time & resources
Unproductive meetings
Uncommon language
Product
Failure
CHALLENGE
EnterpriseStartup
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Need better approach
for creating value for
customers & lowering
risk of failure!
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VALUE PROPOSITION CANVAS
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Value DesignProcess
Extract Prioritize Design Prioritize Run Capture Make
Hypothesis Hypothesis Tests Tests Tests Learnings Progress
our focus
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Value Proposition Canvas (VPC)
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FIT?
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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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 page actionable 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. CustomerJobs
Find Taxi
Give directions
Pay
Call Taxi
What customers are trying to get done?
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3. Customer Pains
Find Taxi
Give directions
PayWait a
long time Compete with other customers
Overcharged by Taxi
Unsafe driver
Call Taxi
What annoys the customer before, during & after getting job done
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4. Customer Gains
Find Taxi
Give directions
PayWait a
long time Compete with other customers
Overcharged by Taxi
Unsafe driver
Easypayment
Fair price
Arrive ontime
professional
Call Taxi
What outcomes & benefits customers want?
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5.Ranking
Find Taxi
Give directions
PayWait a
long time Compete with other customers
Overcharged by Taxi
Unsafe driver
Easypayment
Fair price
Arrive ontime
professional
Call Taxi
What is the customer priority?
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Find Taxi
Give directions
Pay
Wait a long time
Compete with other customers
Overcharged by Taxi
Unsafedriver
Easypayment
Fair price
Arrive ontime
professionalCall Taxi
5.Ranking What is the customer priority?
Ran
ked
Ran
ked
Ran
ked
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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. Products &Services
Taxi Smartphone
App
What you offer customers
Arrive ontime
Fair price
professionalCall Taxi
Easy Find Taxipayment
GiveWait a directionslong time
Overcharged Payby Taxi
Compete with other customers
Unsafe driver 27
2. Pain Relievers
Taxi Smartphone
App
No Cash
Assigneddriver
CostSystem
How exactly your products and services alleviate specific customer pains
Instantbooking
Arrive ontime
Fair price
professionalCall Taxi
Easy Find Taxipayment
GiveWait a directionslong time
Overcharged Payby Taxi
Compete with other customers
Unsafe driver 28
3. 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
Arrive ontime
Fair price
professionalCall Taxi
Easy Find Taxipayment
GiveWait a directionslong time
Overcharged Payby Taxi
Compete with other customers
Unsafe driver 29
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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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
RANKED
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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
Easypayment
Fair price
Arrive ontime
professionalCall Taxi
Instant booking
Ranked VPC
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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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Fit Overview
Verify if you are addressing what matters to customers
Connection between your products and services and customer jobs, pains, and gains
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
Fair price
Arrive on time
professionalCall Taxi
Instant booking
Taxi Smartphone Application
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Test Your Customer Assumptions
Best Fit
wrong assumptions!
Customer36
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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