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Value Proposition Workshop
Value Proposition Workshop
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Workshop 3 the value proposition

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Workshop 3 the value proposition

  1. 1. Value Proposition Workshop May 2013
  2. 2. Objective Understand what is a value proposition. Give shape, revise or restate the value proposition of the idea, project or company. Having the value proposition to accompany the process of interaction with PMV customers
  3. 3. Agenda •  What is a value proposition. •  Example of value offers. •  Canvas of the Value Proposition (VP). •  Creating your canvas. •  Oceans Blue v / s Red Oceans in VP. •  Competing for consumers.
  4. 4. •  The value proposition is what the product does to satisfy the customer •  People do not buy products, they contract them to do a job . Clayton Christensen
  5. 5. Bespoke
  6. 6. Bespoke
  7. 7. •  The best and most up to date, tested and modular from Linux for your business •  Easy to download. •  Cost for services (support, assistance and monitoring)
  8. 8. •  All your files backed up on Internet. •  Accesibles 24/7, from all your devices. •  Easy to share with others.
  9. 9. •  Food preservation (primarily liquids) without use of cooling or freezing. •  Space Reduction of storage, transportation, display of products. •  Recyclable packaging, reusable materials to redo packaging or other uses.
  10. 10. •  Delicious and authentic latin food. •  Recipe transmited from generation to generation. •  Bar of fresh dressings.
  11. 11. José  Mourinho   Obtain  Results  
  12. 12. Manuel   Pellegrini   Team  Maker  
  13. 13. The Value Proposition Canvas 1 2 3 4 5 6
  14. 14. Electric Car for Resort Transporting in enclosed vast places. Have fun on vacation. Mobility and independence. Flexibility. Do not use car. Expenditure of time and energy. Wait transport. Safety concerns. Electric car (golf car) for short distances in vacation resort. Be able to move yourself or the whole family. Easy to park and no maintenance. Low risk of accidents. Entertainment element. Unconcern of vehicle safety. Without fuel. Autonomy for transportation.
  15. 15. Trio Wine Serve dinner with something of quality. Show how original person one is. Simple to taste and explain. Novelty.. Drinking the same. Consuming a product of quality and taste. Little budget. Wine assembly. Different mixtures of vines Wine at an affordable price.   Distinguishes oneself as original person. Innovative mix of flavors. Quality is stable over time
  16. 16. •  What functional jobs is your customer trying get done? (e.g. perform or complete a specific task, solve a specific problem, ...) •  What social jobs is your customer trying to get done? (e.g. trying to look good, gain power or status, ...) •  What emotional jobs is your customer trying get done? (e.g. esthetics, feel good, security, ...) •  What basic needs is your customer trying to satisfy? (e.g. communication, sex, ...) 1 2 3 5 6 CUSTOMER   JOBS  
  17. 17. EXAMPLE •  Trio: –  Accompany a nice dinner with something new and of predictable quality. –  Appear as an original person with good taste. •  Resort electric car: –  Transport, transfer, going from one point to another in far-flung places (closed) independently.
  18. 18. CUSTOMER JOBS •  Activity 1 1.  Individually, fill the box (5 minutes). 2.  Choose two from the table that display and receive feedback (2 minutes each). 3.  The rest of the table gives feedback on the other presentations (6 min total).
  19. 19. •  What does your customer find too costly? (e.g. takes a lot of time, costs too much money, requires substantial efforts, ...) •  What makes your customer feel bad?(e.g. frustrations, annoyances, things that give them a headache, ...) •  What are the main difficulties and challenges your customer encounters? (e.g. understanding how things work, difficulties getting things done, resistance, ...) •  What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, ...) •  What common mistakes does your customer make? (e.g. usage mistakes, ...) 1 2 3 5 6 PAINS  
  20. 20. Example •  Trio: –  Do not drink the same thing (find alternatives). –  To drink a wine which quality and flavor stay stable over time –  Little budget to get what you want. •  Resort electric car: –  Spending time and energy walking (tiredness). –  Having to wait for public transport and bear all the routes. –  Safety concerns during the holidays.
  21. 21. PAINS •  Activity 2 1.  Individually, fill the box (5 minutes). 2.  Choose two from the table that display and receive feedback (2 minutes each). 3.  The rest of the table gives feedback on the other presentations (6 min total).
  22. 22. •  Which savings would make your customer happy? (e.g. in terms of time, money and effort, ...) •  What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something, ...) •  What would make your customer’s job or life easier? (e.g. flatter learning curve, more services, lower cost of ownership, ...) •  What do customers dream about? (e.g. big achievements, big reliefs, ...) •  How does your customer measure success and failure? (e.g. performance, cost, ...) 1 2 3 5 6 GAINS  
  23. 23. EXAMPLE •  Trio: –  Simple to taste and explain. –  Novelty. –  Show how original person one is and that he/she has good taste. •  Resort electric car: –  Have fun. –  Movility and independence. –  Flexibility. –  Not using the car.
  24. 24. GAINS •  Activity 3 1.  Individually, fill the box (5 minutes). 2.  Choose two from the table that display and receive feedback (2 minutes each). 3.  The rest of the table gives feedback on the other presentations (6 min total).
  25. 25. What products and services you offer that help a customer to make a functional, social or emotional work, or that help to satisfy a basic need? 1 2 3 4 5 6 PRODUCTS   &  SERVICES  
  26. 26. Example •  Trio: –  Red or white wine assembly (3 vines in a single bottle). –  Different mixtures with varying levels of intensity per vine. •  Resort electric car: –  Electric car (golf type) for distances in extensive holiday resorts.
  27. 27. PRODUCTS AND SERVICES •  Activity 4 1.  Individually, fill the box (5 minutes). 2.  Choose two from the table that display and receive feedback (2 minutes each). 3.  The rest of the table gives feedback on the other presentations (6 min total).
  28. 28. •  ... produce savings? (e.g. in terms of time, money, or efforts, ...) •  ... make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, ...) •  ... fix underperforming solutions? (e.g. new features, better performance, better quality, ...) •  ... wipe out negative social consequences your customers encounter or fear? (e.g. loss of face, power, trust, or status, ...) •  ... eliminate risks your customers fear? (e.g. financial, social, technical risks, or what could go awfully wrong, ...) •  ... help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, ...)   2 3 4 5 6 PAIN  RELIEVERS  
  29. 29. Example •  Trio: –  Wine at an accesible price. •  Resort electric car: –  Be able to move yourself or the whole family. –  Easy to park and no maintenance. –  Low risk of accidents.
  30. 30. PAIN RELIEVERS •  Activity 5 1.  Individually, fill the box (5 minutes). 2.  Choose two from the table that display and receive feedback (2 minutes each). 3.  The rest of the table gives feedback on the other presentations (6 min total).
  31. 31. •  ...create savings that make your customer happy? (e.g. in terms of time, money and effort, ...) •  ... produce outcomes your customer expects or that go beyond their expectations? (e.g. better quality level, more of something, less of something, ...) •  ... copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, ...) •  ... make your customer’s job or life easier? (e.g. flatter learning curve, usability, accessibility, more services, lower cost of ownership, ...) •  ... create positive social consequences that your customer desires? (e.g. makes them look good, produces an increase in power, status, ...) 2 3 4 5 6 GAIN  CREATORS  
  32. 32. Example •  Trio: –  Distinguishes oneself as original person. –  Innovative mix of flavors. –  Quality is stable over tim) •  Carro eléctrico resort: –  Entertainment element. –  Unconcern of vehicle safety. –  Without fuel. –  Autonomy for transportation.
  33. 33. GAIN CREATORS •  Activity 6 1.  Individually, fill the box (5 minutes). 2.  Choose two from the table that display and receive feedback (2 minutes each). 3.  The rest of the table gives feedback on the other presentations (6 min total).
  34. 34. Red Ocean v/s Blue Ocean Undifferentiated value propositions Innovative value propositions
  35. 35. Traditional Circus
  36. 36. Traditional Circus
  37. 37. Traditional Circus
  38. 38. Circo tradicional Cirque du soleil
  39. 39. Cirque du soleil
  40. 40. COMPETITORS •  Activity 7 1.  Individually make a list with the two most important products / companies / offers competing (5 minutes)
  41. 41. COMPARAISON ASPECTS •  Activity 8 1.  Individually make a list comparing aspects between the competition and the entrepreneurship, maximum 7 attributes (10 minutes) §  Earnings §  Analgesics §  Products / services / solutions or prominent features
  42. 42. COMPARAISON TABLE •  Activity 9 1.  Draw up the table, assigning a score of 1-5 for each attribute to each company. A B Us Attribute 1 Attribute2 Attribute 3 Attribute 4 Attribute 5 Attribute 6 Attribute 7
  43. 43. Competing for customers
  44. 44. Cirque Du Soleil Value Curve
  45. 45. www.p3-ventures.biz

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