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Entrepreneurship and Value Proposition Course

This document provides an overview of value propositions and how they differ when selling to customers versus businesses. It explains that value propositions should clearly state the product/service, target customer, and unique values provided. When selling to businesses, value propositions emphasize rational decision making and overt values like lower risk, saving time and money. When selling to customers, value propositions tap into emotional decision making and latent values like usability, health, aesthetics and self-actualization. Human: Thank you for the summary. Can you provide a summary in 2 sentences or less?

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0% found this document useful (0 votes)

17 views41 pages

Entrepreneurship and Value Proposition Course

Uploaded by

hali.bese21seecs

We take content rights seriously. If you suspect this is your content, claim it here.

Available Formats

Download as PPTX, PDF, TXT or read online on Scribd

Course Description

• This course will introduce you to the concepts of entrepreneurship so that

you have the necessary skill set to explore entrepreneurial opportunities in
order to create value, generate wealth and serve society.

2
Course Outcomes
After completing this course, you should be able to:
1. Explain the nature of entrepreneurship and its significance in
society
2. Analyze the environment and develop an entrepreneurial
perspective by recognizing opportunities for sustainable
development
3. Develop and present the components of a business model
canvas and a business plan
4. Identify the sources of capital for a business venture based on
a timeline
5. Set up a business organization

3
The End Game
• Ideas Matter

• Execution Matters More

• Scaling Matters the Most…

MGT271

Value Proposition
Creating and Communicating Value

Courtesy: Sanna Chaudhry

5
Agenda
• Understanding “Value”
• Creating Value
• Value proposition
o Examples
o Dimensions of value
o Design Process

6
Value

7
“That which serves, creates
value”

8
9
10
A value proposition is a statement of the unique
benefits delivered by your offering to the target
customer

11
A value proposition is a hypothesis that your
offering will bring certain values to a target
customer. *
* Like any hypothesis, it needs to be rigorously tested in the lab (read:
marketplace) before money is put into scaling.

12
Value Proposition is Not:
An elevator pitch: a 30 second
conversation starter which should
inform, engage and excite

• “I buy dead magazines…”

• “We help X achieve Y”
• “Airbnb
helps homeowners rent out rooms to travelers online, disrupting
the $427 billion hotel industry without needing to own a single p
roperty.” 13
Value Proposition is Not:
A tag-line: an ad compliment

• “Mein te Honda ee laisaan”

• “Tum hee to ho”
• “Just do it”
• “Sab keh do”

14
Value Proposition is Not:
A mission statement: a statement of the
purpose of your business.

• “NUST’s mission is to become a comprehensive, research-led

university with a focus on Technology, Innovation and
Entrepreneurship”

• “Google's mission is to organize the world's information and

make it universally accessible and useful”
15
The value proposition statement should
consist of these components:

1. What your product/service is

2. The target customer

3. The value you provide them
Emergent property: why your product is unique

16
Examples:
What is it?
For whom?
Values?

Good: “Winners is a Bad: “Winners is an

department store that off-price department
offers fashion store owned by TJX
conscious consumers that employs
the latest brand names international
for up to 60 per cent sourcing and buying
off.” power.”

17
Examples:
What is it?
For whom?
Values?

Good: “Winners is a Bad: “Winners is an

18
Examples:
What is it?
For whom?
Values?

Good: “Google is the Bad: “Google uses a

World’s largest search patented page ranking
engine that allows algorithm to
internet users to find make money through
relevant information ad placement.”
quickly and easily.”

Are Internet Users really Google’s customers?

19
Examples:
What is it?
For whom?
Values?

Good: “Google is the Bad: “Google uses a

World’s largest search patented page ranking
engine that algorithm to
automatically provides make money through
advertisers with ad placement.”
potential customers
tailored to the ad
content, increasing
click-through rates and
conversion rates.” 20
Selling to Selling to
Customer Business

Usability
Health Lower risk
Aesthetics
Saving time
Status
Saving/making money
Newness
Value Enabling function
Self-Actualization
Convenience
Environmental
Quality

Ethical Customizable
Social
Inclusion
21
Selling to
Business

Lower risk
Saving time
Saving/making money
Convenience
Quality

22
Selling to
Business

Lower risk
Saving time
Saving/making money
Convenience
Quality

23
Selling to
Business

Lower risk
Saving time
Saving/making
money
Convenience
Quality

24
Selling to
Business

Lower risk
Saving time
Saving/making money
Convenience
Quality

25
Selling to
Business

Lower risk
Saving time
Saving/making money
Convenience
Quality

26
Selling to
Business

B2B Sales: Lower risk

- Rational Saving time
Saving/making money
decision
Convenience
making Quality

- Overt Values

27
Selling to Selling to
Customer Business

Usability
Health Lower risk
Aesthetics
Saving time
Status
Saving/making money
Newness
Value Enabling function
Self-Actualization
Convenience
Environmental
Quality

Ethical Customizable
Social
Inclusion
28
Selling to
Customer

Usability
Health
Aesthetics
Status
Newness
Self-Actualization
Environmental
Ethical

29
Selling to
Customer