Value Proposition – Case – Apperian
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This case study showcases Apperian’s approach to developing its value proposition while demonstrating the way it succeeded with the Gain/Pain Ratio. This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.com
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Value Proposition – Case – Apperian
- 1. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok STARTUP SECRETS Case Example: Apperian An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
- 2. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Value Proposition Template • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 2
- 3. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Apperian (simplified) • For Mobile Enterprises • Who are unable to deliver Apps to users bringing their own devices to work • Our Enterprise App Services Environment (EASE) • Provides for users to securely access Apps and Information • Unlike (MDM), our patented Cloud based (MAM) solution is instantly turned on and scales to tens of thousands of users 3
- 4. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Gain/Pain ratio • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. • • • • • • Inertia Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup • • • • • • Find (See) Try Buy Implement Deploy Own – eg TCO Pain Inertia, RISK Gain >10 4
- 5. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Example - Apperian Increase revenue by 40% at counters Roll out 17,000 iPads Deliver worldwide no IT touch required Saved $2.5M+ in direct IT costs 5
- 6. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok START UP SECRETS Case Example: Apperian An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners mjskok.com twitter: @mjskok 6
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- For (target customers—beachhead segment only) Who are dissatisfied with (the current market alternative) Our product is a (new product category) That provides (key problem-solving capability). Unlike (the product alternative), We have assembled (key whole product features for your specific application).Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.
- EGSilicon Graphics in Hollywood For post-production film engineers Who are dissatisfied with the limitations of traditional film editors Our workstation is a digital film editor That lets you modify film images any way you choose. Unlike workstations from Sun, HP, or IBM, We have assembled all the interfaces needed for post-production film editing.Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.