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Value Proposition Design by Tommaso Di Bartolo

One of the key reasons why startups fail is the lack of traction. Often, founders struggle to convey the value the product delivers for a specific target group. Watch Tommaso Di Bartolo and his talk on: How to get your customer wanting your product?

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Value Proposition Design by Tommaso Di Bartolo

  1. 1. How To Get Your 
 Customer Wanting
 Your Product value based design W www.WhatItTak.es TommasoDiBartolo.com
  2. 2. InvestorEntrepreneur Tommaso Di Bartolo EN ★★★ IT ★★★ DE ★★★ PT ★★★ ES ★★ FR ★★ speaksstartups Exits II Current I Learning I social Advisor MentorAuthor What It Takes Awesm Ventures twitter / snapchat @todiba linkedin tommasodibartolo
 bio tommasodibartolo.com
  3. 3. todiba #whatitTakes Tommaso
  4. 4. Why do we need a strong Value Proposition?
  5. 5. . Did the customer want it? . What real purpose did it serve? . Was there real need or demand for it? . Who would want such as a device and spend money on it?
  6. 6. Create products 
 primarely based on - Demographics - Affinities - Trends - Technologies
  7. 7. Customers
  8. 8. Customers Hire products 
 and services $
  9. 9. Customers Hire products 
 and services To do 
 a job $
  10. 10. The product analysis, design and sale should focus on understanding the “JOB” the users try to get done.
  11. 11. “People don’t want a quarter inch drill, they want a quarter inch hole.” Theodore Levitt - 1962
  12. 12. VALUE PROPOSITION CANVAS W
  13. 13. Value Proposition Canvas Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams Fit W
  14. 14. Value Proposition Canvas Value Proposition Designer Business Model Canvas Value Proposition Customer Segment Fit W
  15. 15. Value Proposition Canvas Gain Creators Pain Relievers Products & Services Gains Customer Job(s) Pains Value Proposition Customer Segment W
  16. 16. Value Proposition Canvas Customer Job(s) W What are the Jobs-To-Be Done of a potential Tesla Buyer?
  17. 17. Value Proposition Canvas Customer Job(s) W What are the Jobs-To-Be Done of a potential Tesla Buyer? commute to work personal mobility be different from others occasional long dist. trip convey image of success in synch with personal values upper middle class Male $100K+Income
  18. 18. Job Importance Gains Customer Job(s) Pains Important Insignificant W commute to work personal mobility be different from others occasional long dist. trip convey image of success in synch with personal values
  19. 19. Pains Value Proposition Canvas Customer Job(s) W What are the Pains (problems, risks, obstacles frustrations, …) of a potential Tesla Buyer?
  20. 20. Pains Value Proposition Canvas Customer Job(s) W What are the Pains (problems, risks, obstacles frustrations, …) of a potential Tesla Buyer? lack of charging stations fear of dead battery frequent charging maintenance above average
  21. 21. Pain Severity Gains Customer Job(s) Pains Extreme Moderate W lack of charging stations fear of dead battery frequent charging maintenance above average
  22. 22. Gains Pains Value Proposition Canvas Customer Job(s) W What are the Gains (required or desired outcomes and benefits) of a potential Tesla Buyer?
  23. 23. Gains Pains Value Proposition Canvas Customer Job(s) W performance like a sport carWhat are the Gains (required or desired outcomes and benefits) of a potential Tesla Buyer? self-driving design brand recognition compliment from friends
  24. 24. Gain Relevance Gains Customer Job(s) Pains Essential Nice To Have W performance like a sport car self-driving design brand recognition compliment from friends
  25. 25. Test Your Assumptions
  26. 26. Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W
  27. 27. Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W options 8 yrs battery warranty Model S 60-85 KW/h commute to work personal mobility be different from others occasional long dist. trip convey image of success in synch with personal values upper middle class Male $100K+Income
  28. 28. Pain Relievers Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W
  29. 29. Pain Relievers Products & Services Gains Pains Value Proposition Canvas Customer Job(s) W charging: 45-90 km/h 5+2 seats range 350-450 km lack of charging stations fear of dead battery frequent charging maintenance above average
  30. 30. Value Proposition Canvas Gain Creators Pain Relievers Products & Services Gains Pains Customer Job(s) W
  31. 31. Value Proposition Canvas Gain Creators Pain Relievers Products & Services Gains Pains Customer Job(s) W high tech interior 0-60m/h 4,4s-6,2s focus on design and style performance like a sport car self-driving design brand recognition compliment from friends
  32. 32. Test Your Assumptions
  33. 33. Gain Creators Pain Relievers Products & Services Gains Customer Job(s) Pains W FIT Addressing ESSENTIAL customer gains? Addressing EXTREME customer pains?
  34. 34. and how is that different / unique compared to the competition?
  35. 35. Ask Me Anything
  36. 36. 15min Workshop Respond to 3 Triggers Gains Customer Job(s) Pains 1.What are main challenges your customers encounter? 2.What risks do your customers fear? 3.What obstacles are preventing adoption?
  37. 37. WANT ACCESS ?
  38. 38. 1 FACEBOOK GROUP: BE.WHATITTAKES Join the invitation only group & Invite 2 friends. DM me when done!
  39. 39. 2 @TODIBA #whatittakes #valueProposition
  40. 40. 3 HTTP:// BE.WHATITAK.ES Provide Feedback
  41. 41. #awesmtimes
  42. 42. survey be.whatitTak.es twitter blog whatitTak.es email be.whatitTakes@gmail.com bio tommasodibartolo.com W snapchat @todiba
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One of the key reasons why startups fail is the lack of traction. Often, founders struggle to convey the value the product delivers for a specific target group. Watch Tommaso Di Bartolo and his talk on: How to get your customer wanting your product?

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