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Value Proposition Design by Tommaso Di Bartolo

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One of the key reasons why startups fail is the lack of traction. Often, founders struggle to convey the value the product delivers for a specific target group. Watch Tommaso Di Bartolo and his talk on: How to get your customer wanting your product?

Publicado en: Tecnología
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Value Proposition Design by Tommaso Di Bartolo

  1. 1. How To Get Your 
 Customer Wanting
 Your Product value based design W www.WhatItTak.es TommasoDiBartolo.com
  2. 2. InvestorEntrepreneur Tommaso Di Bartolo EN ★★★ IT ★★★ DE ★★★ PT ★★★ ES ★★ FR ★★ speaksstartups Exits II Current I Learning I social Advisor MentorAuthor What It Takes Awesm Ventures twitter / snapchat @todiba linkedin tommasodibartolo
 bio tommasodibartolo.com
  3. 3. todiba #whatitTakes Tommaso
  4. 4. Why do we need a strong Value Proposition?
  5. 5. . Did the customer want it? . What real purpose did it serve? . Was there real need or demand for it? . Who would want such as a device and spend money on it?
  6. 6. Create products 
 primarely based on - Demographics - Affinities - Trends - Technologies
  7. 7. Customers
  8. 8. Customers Hire products 
 and services $
  9. 9. Customers Hire products 
 and services To do 
 a job $
  10. 10. The product analysis, design and sale should focus on understanding the “JOB” the users try to get done.
  11. 11. “People don’t want a quarter inch drill, they want a quarter inch hole.” Theodore Levitt - 1962
  12. 12. VALUE PROPOSITION CANVAS W
  13. 13. Value Proposition Canvas Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams Fit W
  14. 14. Value Proposition Canvas Value Proposition Designer Business Model Canvas Value Proposition Customer Segment Fit W
  15. 15. Value Proposition Canvas Gain Creators Pain Relievers Products & Services Gains Customer Job(s) Pains Value Proposition Customer Segment W
  16. 16. Value Proposition Canvas Customer Job(s) W What are the Jobs-To-Be Done of a potential Tesla Buyer?
  17. 17. Value Proposition Canvas Customer Job(s) W What are the Jobs-To-Be Done of a potential Tesla Buyer? commute to work personal mobility be different from others occasional long dist. trip convey image of success in synch with personal values upper middle class Male $100K+Income
  18. 18. Job Importance Gains Customer Job(s) Pains Important Insignificant W commute to work personal mobility be different from others occasional long dist. trip convey image of success in synch with personal values
  19. 19. Pains Value Proposition Canvas Customer Job(s) W What are the Pains (problems, risks, obstacles frustrations, …) of a potential Tesla Buyer?
  20. 20. Pains Value Proposition Canvas Customer Job(s) W What are the Pains (problems, risks, obstacles frustrations, …) of a potential Tesla Buyer? lack of charging stations fear of dead battery frequent charging maintenance above average
  21. 21. Pain Severity Gains Customer Job(s) Pains Extreme Moderate W lack of charging stations fear of dead battery frequent charging maintenance above average
  22. 22. Gains Pains Value Proposition Canvas Customer Job(s) W What are the Gains (required or desired outcomes and benefits) of a potential Tesla Buyer?
  23. 23. Gains Pains Value Proposition Canvas Customer Job(s) W performance like a sport carWhat are the Gains (required or desired outcomes and benefits) of a potential Tesla Buyer? self-driving design brand recognition compliment from friends
  24. 24. Gain Relevance Gains Customer Job(s) Pains Essential Nice To Have W performance like a sport car self-driving design brand recognition compliment from friends
  25. 25. Test Your Assumptions
  26. 26. Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W
  27. 27. Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W options 8 yrs battery warranty Model S 60-85 KW/h commute to work personal mobility be different from others occasional long dist. trip convey image of success in synch with personal values upper middle class Male $100K+Income
  28. 28. Pain Relievers Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W
  29. 29. Pain Relievers Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W charging: 45-90 km/h 5+2 seats range 350-450 km lack of charging stations fear of dead battery frequent charging maintenance above average
  30. 30. Value Proposition Canvas Gain Creators Pain Relievers Products & Services Gains Pains Customer Job(s) W
  31. 31. Value Proposition Canvas Gain Creators Pain Relievers Products & Services Gains Pains Customer Job(s) W high tech interior 0-60m/h 4,4s-6,2s focus on design and style performance like a sport car self-driving design brand recognition compliment from friends
  32. 32. Test Your Assumptions
  33. 33. Gain Creators Pain Relievers Products & Services Gains Customer Job(s) Pains W FIT Addressing ESSENTIAL customer gains? Addressing EXTREME customer pains?
  34. 34. and how is that different / unique compared to the competition?
  35. 35. Ask Me Anything
  36. 36. 15min Workshop Respond to 3 Triggers Gains Customer Job(s) Pains 1.What are main challenges your customers encounter? 2.What risks do your customers fear? 3.What obstacles are preventing adoption?
  37. 37. WANT ACCESS ?
  38. 38. 1 FACEBOOK GROUP: BE.WHATITTAKES Join the invitation only group & Invite 2 friends. DM me when done!
  39. 39. 2 @TODIBA #whatittakes #valueProposition
  40. 40. 3 HTTP:// BE.WHATITAK.ES Provide Feedback
  41. 41. #awesmtimes
  42. 42. survey be.whatitTak.es twitter blog whatitTak.es email be.whatitTakes@gmail.com bio tommasodibartolo.com W snapchat @todiba

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