Value Preposition Design

MSI774 - Workshop Kewirausahaan

Value Preposition Design
“The simple but comprehensive process of designing and testing value propositions,
taking the guesswork out of creating products and services that perfectly match
customers’ needs and desires.”

Alex Osterwalder
Yves Pigneur
Value Preposition Canvas
Who is your customer?
Customer Jobs
• 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?
Customer Pains
• What does your customer find too costly?
• What makes your customer feel bad?
• How are current solutions underperforming for your customer?
• What are the main difficulties and challenges your customer encounters?
• What negative social consequences does your customer encounter or fear?
• What risks does your customer fear?
• What’s keeping your customer awake at night?
• What common mistakes does your customer make?
• What barriers are keeping your customer from adopting solutions?
Customer Gains
• Which savings would make your customer happy?
• What outcomes does your customer expect and what would go beyond his/her
expectations?
• How do current solutions delight your customer?
• What would make your customer’s job or life easier?
• What positive social consequences does your customer desire?
• What are customers looking for?
• What do customers dream about?
• How does your customer measure success and failure?
• What would increase the likelihood of adopting a solution?
What is your product?
Product Relievers
• ... produce savings?
• ... make your customers feel better?
• ... fix underperforming solutions?
• ... put an end to difficulties and challenges your customers encounter?
• ... wipe out negative social consequences your customers encounter or fear?
• ... eliminate risks your customers fear?
• ... help your customers better sleep at night?
• ... limit or eradicate common mistakes customers make?
• ... get rid of barriers that are keeping your customer from adopting solutions?
Gain Creators
• ...create savings that make your customer happy?
• ... produce outcomes your customer expects or that go beyond their expectations?
• ... copy or outperform current solutions that delight your customer?
• ... make your customer’s job or life easier?
• ... create positive social consequences that your customer desires?
• ... do something customers are looking for?
• ... fulfill something customers are dreaming about?
• ... produce positive outcomes matching your customers success and failure
criteria?
• ... help make adoption easier?
An Example
• Online wedding planning platform
• Yellow for wedding couple
• Green for service providers
10 Questions to assess your value proposition
• Is it embedded in a great business model?
• Does it focus on the most important jobs, most extreme pains, and most essential gains?
• Does it focus on unsatisfied jobs, unresolved pains, and unrealized gains?
• Does it concentrate on only a few pain relievers and gain creators but does those
extremely well?
• Does it address functional, emotional and social jobs all together?
• Does it align with how customers measure success?
• Does it focus on jobs, pains or gains that a large number of customers have or for which a
small number are willing to pay a lot of money?
• Does it differentiate from competition in a meaningful way?
• Does it outperform competition substantially on at least one dimension?
• Is it difficult to copy?
Terima Kasih