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VALUE PROPOSITION DESIGN

CUSTOMER DEVELOPMENT

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VALUE PROPOSITION DESIGN

TODAY’S SESSION

• Value Proposition Design

• Product Statement

• How to Validate Customers & Gain Traction

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WHY WE’RE DOING THIS
Designed for: Designed by: Date: Version:
The Business Model Canvas
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Key Resources Channels

Cost Structure Revenue Streams

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designed by: Strategyzer AG


The makers of Business Model Generation and Strategyzer strategyzer.com

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CUSTOMER PROFILE EXAMPLE

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CUSTOMER PROFILE EXAMPLE

Pains:

Cost too much


Take too much time
Makes people feel bad
Worries
Risks

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CUSTOMER PROFILE EXAMPLE

Gains:
Savings
Delight
Overwhelming Positive Emotion
Make Customer’s Life Easier
Fulfill a Desire
The Stuff Dreams are Made of

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CUSTOMER PROFILE EXAMPLE

Jobs:

Functional (Tasks)
Social (Status)
Emotional (Feeling a Certain Way)

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customer validation hacks

STARTER QUESTIONS
1. Have you had this experience before?

2. Can you tell me about this experience?

3. What was hard about it?

4. On the Cool Scale or the Uncool scale (1-10), where would you fit?

5. Where would you go to find this?

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VALUE PROPOSITION

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VALUE PROPOSITION EXAMPLE

Products and Services:

Physical / Tangible
Intangible
Digital
Financial

Nice to have vs Need to have

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VALUE PROPOSITION EXAMPLE

Pain Relievers:

Produce Savings
Killing Frustrations
Fix Underperforming Solutions
Eliminate Risks Customers Fear
Help Customers Sleep Better
Eliminate Barriers

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VALUE PROPOSITION EXAMPLE
Gain Creators:

Create Savings
Produce Expected Outcomes
Beat the Competition
Make Customer’s Life Easier
Fulfill a Desire

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VALUE PROPOSITION

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VALUE PROPOSITION DESIGN

PRODUCT STATEMENT
[Company Name]
is a [noun that describes what your product/service is]

for [Who your customer is]

that [Key Value]

enabling them to [What it enables them to do]


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VALUE PROPOSITION DESIGN

THE ANATOMY OF A LANDING PAGE

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Customers
solving problems

stuff under headline key value


enablement

customer journey

call to action

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VALUE PROPOSITION DESIGN

TRACTION CHANNELS
Blog Publicity “PR”

SEM Social Ads Offline Ads

SEO Content Email

Viral Engineering Biz Dev

Sales Affiliate Existing

Trade Shows Offline Speaking

Community

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VALUE PROPOSITION DESIGN

RESOURCES
• strategyzer.com Short Classes on the Business Model and Value Proposition Canvases

• The Lean Innovator - Dan :)

• Business Model Generation, Osterwalder

• Value Proposition Design, Osterwalder

• Lean Startup, Eric Reis

• steveblank.com Steve Blank and Entrepreneurship

• dschool.stanford.edu Stanford d.school


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VALUE PROPOSITION DESIGN

TheLeanInnovator.com

dan@theleaninnovator.com

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