Value Proposition Canvas
testing process
1. extract hypotheses 2. prioritize hypotheses 3. design tests 4. prioritize tests 5. run tests 6. capture learnings 7. make progress
fit
achieved when customers get excited about the value proposition
impersonator
be your customer by spending a day in your customers shoes
types of supporting jobs
buyer of value cocreator of value transferrer of value
journalist
creates a customer profile, conducts interviews
2 sides of the canvas
customer profile - clarify customer understanding value map - how do we intend to create value?
earlyvangelists
customers who are willing and able to take a risk on a new product or service
customer pains
describe anything that annoys your customer when trying to get that job done
gain creators
describe how our products create customer gains
customer gains
describe outcomes/benefits your customers want
customer jobs
describe what customers are trying to perform and complete, problems they want to solve, needs they want to satisfy functional, social, personal/emotional, supporting jobs
anthropologist
gains insight about jobs, pains, gains from diving into customers
scientist
get customers to participate in an experiment
data detective
gets info through research trends, govt data, social media analytics, tracking customers, data mining
on paper
have evidence that customers care about specific jobs, pains, and gains design a value prop that addresses those
in the bank
have evidence that its a profitable and scalable business model
in the market
have evidence that products and services, pain relievers, gain creators are actually creating customer value
environment map
helps you understand the context in which you create key trends industry forces market forces macroeconomic forces
pain relievers
how do products and services alleviate specific customer pains
customer profiles (B2B)
influencers recommenders economic buyers decision makers end users saboteurs
stakeholders
influencers recommenders economic buyers decision makers end users saboteurs
cocreator
integrate customers into the process of value creation, work with them to explore new ideas
types of fit
on paper (problem solution fit) in the market (product market fit) in the bank (business model fit)
types of products and services
physical/tangible intangible digital financial
types of customer gains
required gains expected gains desired gains unexpected gains
customer development
search (customer discovery, customer validation) execute (customer creation, company building)
types of customer pains
undesired outcomes obstacles risks
products and services
what do you offer to the customer?