Act 2021 Session 2 Vpd1

Analytical &
Creative
THINKING
SESSION 2
Value Proposition Design 1

Henry Pribadi
This material belongs to Universitas Prasetiya Mulya. This material belongs to Universitas Prasetiya Mulya.
For private use only. Do not upload or share to public domain For private use only. Do not upload or share to public domain
Your Business Journey
BUSINESS
This material belongs to Universitas Prasetiya Mulya.

For private use only. Do not upload or share to public domain
Why do businesses fail ?

Focus Here!
http://bit.ly/2n1FOBl

https://www.youtube.com/watch?v=sfGtw2C95Ms

Customer Job
• What functional jobs is your customer trying get done?

(e.g. perform or complete a specific task, solve a specific problem, …)
• What social jobs is your customer trying to get done?

(e.g. trying to look good, gain power or status, …)
• What emotional jobs is your customer trying get done?

(e.g. esthetics, feel good, security, …)
• What basic needs is your customer trying to satisfy?

(e.g. communication, …)

Negative emotions, undesired costs and situations, and risks that your customer
experiences or could experience before, during, and after getting the job done
Customer Pain
• What does your customer find too costly?

(e.g. takes a lot of time, costs too much money, requires substantial efforts, …)
• What makes your customer feel bad?
(e.g. frustrations, annoyances, things that give them a headache, …)
• How are current solutions underperforming for your customer?
(e.g. lack of features, performance, malfunctioning, …)
• What are the main difficulties and challenges your customer encounters?
(e.g. understanding how things work, difficulties getting things done, resistance, …)
• What negative social consequences does your customer encounter or fear?
(e.g. loss of face, power, trust, or status, …)

The benefits your customer expects, desires or would be surprised by. This
includes functional utility, social gains, positive emotions, and cost savings.
Customer Gain
• Which savings would make your customer happy?

(e.g. in terms of time, money and effort, …)
• What outcomes does your customer expect and what would go beyond
his/her expectations?
(e.g. quality level, more of something, less of something, …)
• How do current solutions delight your customer?

(e.g. specific features, performance, quality, …)
• What would make your customer’s job or life easier?

(e.g. flatter learning curve, more services, lower cost of ownership, …)

Ranking Jobs, Pains, & Gains
• Although individual customer preferences vary, you need to

get a sense of customer priorities.
• Investigate which jobs the majority consider important or
insignificant.
• Find out which pain they find extreme versus merely
moderate. Learn which gains they find essential and which
are simply nice to have.

EXAMPLE

Perform like a
sports car
Long range: +300
Customer Profile km Attractive design
High safety Commute to

ratings work
Always up-to-date Convey an image of

features success
Differentiate
from others
Long recharging time
Occasionally travel
long distances
Frequent recharging
Be in sync with
Geeky perception personal values
Lack of space
Fear of dead battery

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
• Being too vague in descriptions of pains and gains
• Gains are not the opposite of pains!
Gains are not the opposite of pains!

EXERCISE
Create your own version of Value Proposition Canvas for “BREAKFAST
SOLUTION”! Do this exercise in pairs, interview each other to identify
your “customer’s” jobs to be done, pains, and gains.

Value Map

GROUP ASSIGNMENT:
Interview results to be submitted in Week 4
Assignment submission content:

• Detailed customer data
• Value Proposition Canvas Customer
Profile (JOBS, PAINS, GAINS)
• Photo of online interviews
• Links of interview recordings


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Analytical &

Value Proposition Design 1

This material belongs to Universitas Prasetiya Mulya.

This material belongs to Universitas Prasetiya Mulya.

This material belongs to Universitas Prasetiya Mulya.

This material belongs to Universitas Prasetiya Mulya.

• What functional jobs is your customer trying get done?

• What social jobs is your customer trying to get done?

• What emotional jobs is your customer trying get done?

• What basic needs is your customer trying to satisfy?

This material belongs to Universitas Prasetiya Mulya.

• What does your customer find too costly?

This material belongs to Universitas Prasetiya Mulya.

• Which savings would make your customer happy?

• How do current solutions delight your customer?

• What would make your customer’s job or life easier?

This material belongs to Universitas Prasetiya Mulya.

• Although individual customer preferences vary, you need to

This material belongs to Universitas Prasetiya Mulya.

This material belongs to Universitas Prasetiya Mulya.

Customer Profile km Attractive design

High safety Commute to

Always up-to-date Convey an image of

Fear of dead battery

This material belongs to Universitas Prasetiya Mulya.

• Mixing several customer segments into one profile

This material belongs to Universitas Prasetiya Mulya.

This material belongs to Universitas Prasetiya Mulya.

This material belongs to Universitas Prasetiya Mulya.

Assignment submission content:

This material belongs to Universitas Prasetiya Mulya.

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