2. Value Proposition
Designer Canvas
Part 1
Part 3
Background & aim
Value proposition side
Part 2
Part 4
Customer side
Dealing with competing
value propositions
3. Value Proposition
Designer Canvas
Part 1
Part 3
Background & aim
Value proposition side
Part 2
Part 4
Customer side
Dealing with competing
value propositions
4. Part 1: Background & aim
Origin: Lean start-up
movement and business
model canvas
5. Part 1: Background & aim
Value proposition
designer canvas
Goal 1
Getting to know your
customer (even) better
Goal 2
Developing products
& services that have
a much better fit with
the jobs and problems
of these customers
Instead of pushing
a technology, product
or service that your
customers don’t use
7. Part 1: Background & aim
Focus on
Value proposition
Customer segment(s)
value
“ What bring
can I
“ Who are myand
customers
to my
customer(s)?
”
what frustrates
them today?
”
8. Part 1: Background & aim
Goal: achieving
(product-market) fit
Absence of fit will lead to failure,
even for products with great technologies
or great products for the wrong customers.
http://www.businessmodelalchemist.com
10. Value Proposition
Designer Canvas
Part 1
Part 3
Background & aim
Value proposition side
Part 2
Part 4
Customer side
Dealing with competing
value propositions
11. Part 2: Customer side
The golden rule for
every business man is:
Orison
Swett Marden
“
Put yourself in your
customer’s place
”
Bill
Gates
“
Your most unhappy
customers are your
greatest source of
learning
”
13. Part 2: Customer side
Getting to know your customers,
relates to 3 aspects:
• Needs they are trying to satisfy
• Problems they are trying to solve
• Tasks they are trying to complete
14. Part 2: Customer side
Customer jobs
• Functional jobs
(tasks)
• Social jobs
(e.g. gain power / status)
• Emotional jobs
(e.g. feel good)
• Basic needs
(e.g. communication)
http://www.businessmodelalchemist.com
15. Part 2: Customer side
Customer pains
• Negative emotions
(frustrations)
• Undesired costs
and situations
(time, money, underperformance,
mistakes)
• Risks
(technical, social, financial)
http://www.businessmodelalchemist.com
16. Part 2: Customer side
Customer gains
• Benefits customer expects,
desires or would be surprised by
• Incl. functional utility, social
gains, positive emotions and
cost savings
http://www.businessmodelalchemist.com
17. Part 2: Customer side
Part 2: Customer side
“Statistics suggest that
when customers complain,
business owners and managers
ought to get excited about it.
The complaining customer
represents a huge opportunity
for more business.”
Zig Ziglar
http://www.businessmodelalchemist.com
18. Value Proposition
Designer Canvas
Part 1
Part 3
Background & aim
Value proposition side
Part 2
Part 4
Customer side
Dealing with competing
value propositions
19. Part 3: Value Proposition side
“ The absolute
fundamental aim
is to make money
out of satisfying customers
John Egan
”
20. Part 3: Value Proposition side
Value
proposition
=
Product-service
combination
http://www.businessmodelalchemist.com
21. Part 3: Value Proposition side
Value proposition =
Product-service combination
Which products and services
do you offer that help your customer get either
a functional, social, or emotional job done,
or help him/her satisfy basic needs?
http://www.businessmodelalchemist.com
22. Part 3: Value Proposition side
Tangible
(e.g. manufactured goods, face-to-face customer service)
Digital/virtual
(e.g. downloads, online recommendations)
Intangible
(e.g. copyrights, quality assurance)
Financial
(e.g. investment funds, financing services)
http://www.businessmodelalchemist.com
23. Part 3: Value Proposition side
Pain relievers
• How do your products / services
eliminate or reduce negative
emotions, undesired costs and
situations and risks?
http://www.businessmodelalchemist.com
24. Part 3: Value Proposition side
Gain creators
• How do your products / services
create benefits your customer
expects, desires or would be
surprised by?
http://www.businessmodelalchemist.com
25. Part 3: Value Proposition side
http://www.businessmodelalchemist.com
26. Value Proposition
Designer Canvas
Part 1
Part 3
Background & aim
Value proposition side
Part 2
Part 4
Customer side
Dealing with competing
value propositions
27. Part 4: Competing value propositions
“
Whether it’s Google or Apple
or free software, we’ve got some
fantastic competitors
and it keeps us on our toes.
Bill Gates
”
28. Part 4: Competing value propositions
Value Propositions
compete with others
for the same customer
segment
http://www.businessmodelalchemist.com
29. Part 4: Competing value propositions
http://www.businessmodelalchemist.com
30. Conclusion
Last question to answer
Is there a real fit between
your value proposition and
what customers are looking for?