9/20/2023

Product – Market Fit

Creating value for the customers
GMP 2023
Digital Product Management

Concepts and tools (Zenatix Market Fit Case)

• Product/ Offer/Solution,
• Consumer Value
• Servitization
• Buying center
• Value proposition canvas
• Value co-creation

• Product – Market Fit

• Value proposition canvas

• Value Proposition

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Solution

https://youtu.be/h8cF5QPPmWU

Satisfaction is a person’s
feelings of pleasure or
disappointment resulting
from comparing a product’s
perceived performance (or
outcome) in relation to his or
her expectations.

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Customer satisfaction process

Determinants of Customer Delivered Value

Product value

Services value Total

customer
Personnel value benefits
Image value
Customer
delivered
value
Monetary cost

Time cost Total

customer
Energy cost costs
Psychic cost

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VALUE DYNAMICS
• VALUE MIGRATION
• VALUE CHAIN
• VALUE Network / CONSTELLATION
• VALUE CO-CREATION

 Value to the company/organization

 Value to the stakeholders

• What Makes People Love Waze More Than Google Maps

and Apple Maps? Its Army of Unpaid Human Editors
• BY Alyssa Newcomb, Fortune, November 27, 2019 3:30
AM GMT+5:30

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• apartment.flinch.homes

Steps in the Business Buying Decision Process

and Elements of the Buying Center Framework
Trained professional buyers typically carry out buying in business organizations. -- Procurement officers, Buying agents, Directors of Materials Management
In many business buying situations, cross-functional teams of individuals – known as a buying center – work together to reach a decision.

Role Potential Player Responsibility

Production employees, sales Recognizes that a purchase

Initiator
manager, almost anyone needs to be made

Production employees, Individual(s) who will

User
secretaries, almost anyone ultimately use the product

Controls flow of information to

Gatekeeper Buyer/purchasing agent
others in the organization

Engineers, quality control

Affects decision by giving
Influencer experts, technical specialists,
advice and sharing expertise
outside consultants

Purchasing agent, managers, Makes the final purchase

Decider
CEO decision

Buyer Purchasing agent Executes the purchase decision

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Steps in the Business Buying Decision Process

and Elements of the Buying Center Framework

• Trained professional buyers Role Potential Player Responsibility

typically carry out buying in
business organizations.
 Procurement officers
 Buying agents
Production employees, sales
Initiator
manager, almost anyone
Production employees,
User
secretaries, almost anyone
Recognizes that a purchase
needs to be made
Individual(s) who will
ultimately use the product

 Directors of Materials Controls flow of information to

Management
• In many business buying
situations, cross-functional
teams of individuals – known as
a buying center – work together
to reach a decision.
Gatekeeper Buyer/purchasing agent
others in the organization
Engineers, quality control
Influencer experts, technical specialists,
Affects decision by giving
advice and sharing expertise
outside consultants
Purchasing agent, managers, Makes the final purchase
Decider
CEO decision
Buyer Purchasing agent Executes the purchase decision

The Benefit Stack and the Decision-Maker Stack

https://s3.amazonaws.com/he-assets-prod/interactives/064_benefit_stack/Launch.html

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Value Proposition Canvas

The Business Model Canvas helps you create value for your business.
The Value Proposition Canvas helps you create value for your customer

A tool
from
Stratygyzer.com

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design:
How to create products and services customers want. John Wiley & Sons.

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Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015).

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Prioritize!! From the customer perspective!!

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015).

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Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015).

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015).

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Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015).

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015).

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Value Proposition Evaluation Matrix

High
Complexity
Do Not Consider Relationship Drivers

Complexity of
Benefit Offerings

Low “Low Hanging Fruit”

Complexity

Low Importance High Importance

Perceived Importance of Benefit Offerings

Writing Value Proposition

Go to Menti.com
Use the code : 6046 9732

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Wri ng the promise ≡ Value Proposi on

Based on the information that you have collectively decided in your team, write the value proposition
individually and compare with your team members. Discuss and refine the proposition. This template is
based on Jeoffery Moore, author of Crossing the Chasm.

For ______________________________________________________ (target customer)

who _____________________________________ (statement of the need or opportunity)

our (product/service name) is ________________________________ (product category)

that (statement of benefit) __________________________________________________ .

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