VALUE PROPOSITION (achieving fit)

Goal: clarify customer needs and how we are creating value for them

VALUE PROPOSITION DESIGN From Value Proposition to Environment via Business Model

ZOOM IN THE CANVAS Value Proposition vs. Customer Segments fit

VALUE PROPOSITION Describes the benefits customers can expect from your product and services

The set of value proposition benefits that you design to attract customers

The set of customer characteristics that you assume, observe and verify in the market

VALUE PROPOSITION CANVAS Value proposition into products and services, pain relievers and gain creators

CUSTOMER PROFILE

Choose CUSTOMER SEGMENT first

CUSTOMER JOBS Jobs describe the things your customers are trying to get done in their work or life

•  Functional jobs (tasks)

•  Social jobs (e.g. gain power / status)

•  Personal/Emotional jobs (e.g. feel good)

•  Supporting jobs (e.g. communication)

CUSTOMER PAINS Pains describe anything that annoys your customers before, during, and after trying to get a job done or simply prevents them from getting a job done.

•  Negative Emotions (frustrations)

•  Undesired Costs & Situations (time, money, underperformance, mistakes)

•  Risks (technical, social, financial)

CUSTOMER GAINS Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them.

•  Required gains

•  Expected gains

•  Desired gains

•  Unexpected gains (functional utility, social gains, positive emotions and cost savings)

DO: STEP INTO YOUR CUSTOMER SHOES!

Common mistakes Mixing several customer segments into one profile

Mixing jobs and outcomes

Focusing on functional jobs only and forgetting social and emotional jobs

Listing jobs, pains, and gains with your value proposition in mind

Identifying too few jobs, pains, and gains

Being too vague in descriptions of pains and gains

DO: RANK!

CUSTOMER PROFILING SUMMARY

VALUE MAP

PRODUCTS AND SERVICES This is simply a list of what you offer

•  Physical / tangible (e.g. manufactured goods, face-to-face customer service)

•  Intangible (e.g. copyrights, quality assurance)

•  Digital (e.g. downloads, online recommendations)

•  Financial (e.g. investment funds, financing services)

PAIN RELIEVERS Pain relievers describe how exactly your products and services alleviate specific customer pains

•  How do your products / services eliminate or reduce negative emotions, undesired costs and situations and risks?

GAIN CREATORS Gain Creators describe how your products and services create customer gains

•  How do your products / services create benefits your customer expects, desires or would be surprised by?

DO: MAP YOUR PRODUCT AND SERVICES!

Common mistakes List all your products and services rather than just those targeted at a specific audience

Add products and services to the pain reliever and gain creator fields

Offer pain relievers and gain creators that have nothing to do with the pains and gains in the customer profile

Make the unrealistic attempt to address all customer pains and gains

DO: RANK!

VALUE MAPPING SUMMARY

EXAMPLE: VALUE PROPOSITION CANVAS BOOK

EXAMPLE: EVERNOTE

THE

FIT

CHECK YOUR FIT Are you addressing essential customer gains?

Are you addressing extreme customer pains?

CHECK YOUR FIT Customers have a lot of pains. No organization can reasonably address all of them. Focus on those headaches that

matter most and are insufficiently addressed

Check marks signify that product and services relieve pains or create gains and directly addresses

one of the customers’ jobs, pains or gains

“X” mark shows which jobs, pains and gains the value proposition does not address

DO: STATE YOUR VALUE PROPOSTION!

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