Value proposition design

VALUE PROPOSITION DESIGN

MORGENBOOSTER 2015

MB NO. 50

MB: VALUE PROPOSITION DESIGN

VALUE PROPOSITION IS THE PRIMARY REASON WHY A PROSPECT SHOULD BUY FROM YOU

MANGE DEFINITIONER, MEN KORT SAGT


http://www.marketingexperiments.com/blog/wp-content/uploads/MarketingExperiments-Value-Prop-

Worksheet.pdf

BLIND SPOTS


THE PITCH



GEOFF MOORE’S VALUE PROP. STATEMENT FRA ‘CROSSING THE CHASM’


HTTP://TORGRONSUND.COM/2011/11/29/7-PROVEN-TEMPLATES-FOR-CREATING-VALUE-PROPOSITIONS-THAT-WORK/


HTTP://TORGRONSUND.COM/2011/11/29/7-PROVEN-TEMPLATES-FOR-CREATING-VALUE-PROPOSITIONS-THAT-WORK/

http://torgronsund.com/2011/11/29/7-proven-templates-for-creating-value-propositions-that-work/

JOBS TO BE DONE


THEODORE LEVITT SIGER


“PEOPLE DON’T WANT TO BUY A QUARTER INCH DRILL – THEY WANT A QUARTER INCH HOLE”


VÆRDIFORØGELSEN KAN VÆRE FORSKELLIG


FUNKTIONEL VÆRDISKABELSE


EMOTIONEL VÆRDISKABELSE


SOCIAL VÆRDISKABELSE


HVORDAN FINDER MAN PROBLEMERNE OG PRODUKTER, DER LØSER DEM?


STRATEGI BASICS


BUSINESS MODEL CANVAS (SLÅFEJL FRA VIDEOOPLÆGGET ER RETTET)


$

KEY

PARTNERS

KEY

ACTIVITIES

PRODUCTS

KEY

RESEOURCES

CHANNELS

CUSTOMER

RELATIONSHIP

CUSTOMER

SEGMENTS

REVENUE

STREAMS

COST

STRUCTURE

NESPRESSO


BUSINESS MODEL CANVAS


$

VALUE PROPOSITION DESIGN


CUSTOMER SEGMENTS


$


CUSTOMER

JOBS

PAINS

GAINS


CUSTOMER

JOBS

PAINS

GAINS

Customer Jobs: Her beskriver du behov, deres problemer og hvilke opgaver de

prøver at gennemføre


CUSTOMER

JOBS

PAINS

GAINS

Customer Pains: Her beskriver du negative følelser og uønskede risici,

omkostninger og situationer som en kunde risikerer før under og efter at

‘jobbet er gjort’


CUSTOMER

JOBS

PAINS

GAINS

Customer Gains: Her beskriver du de fordele en kunde opnår ved at benytte

produktet – emtionelt, funktionelt, socialt, etc…

PRODUCTS


$


PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS


PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

Product & Services: Her lister du dine produkter og services, som du tilbyder

kunden


PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

Pain Relievers: Her beskriver du, hvad produktet kan


PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

Gain Creators: I denne boks beskriver du, hvordan dine produkter giver værdi

til dine kunder

DET SAMLER MAN SÅ


CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

OG TESTER FOR ‘FIT’


FIT

HILTI’S FORRETNINGSMODEL


$

VÆRKTØJENTRE-

PENØRER


CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

BEHOV


CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

BYGGE HUSE

USTABILE

ORDRE-

BØGER

OMKOST-

NING =

OMSÆTNING

FLEKSIBELT

BEHOV


https://www.hilti.dk/Services/Hilti-Services/fleet-management

https://www.hilti.dk/Services/Hilti-Services/fleet-management

VALUE PROPOSITION


CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

BYGGE HUSE

USTABILE

ORDRE-

BØGER

OMKOST-

NING =

OMSÆTNING

FLEET

MANAGE-

MENT

OPDATERET

UDSTYR JIT

VARME

HÆNDER

FLEKSIBELT

BEHOV

UDFORDRING: NETBANKEN ER BLEVET DEN VIGTIGSTE PARAMETER, NÅR NORDISKE KUNDER

SKAL VÆLGE BANK


KUNDERNEINTERESSERER SIG IKKEFOR DERES BANK, MEN FOR DERES PENGE


STILLER VI DE RIGTIGE SPØRGSMÅL?


HVORDAN GØR VI DET LETTERE

FOR KUNDER AT BRUGE VORES

eBANK?

HVORDAN GØR VI VORES

eBANK PÆNERE?

KUNDERNE ØNSKER AT

SE, HVOR MEGET DE HAR

TIL RÅDIGHED TIL

FORBRUG PR. MÅNED.


SALDO


CUSTOMER

JOBS

PAINS

GAINS

SALDO


CUSTOMER

JOBS

PAINS

GAINS

HVOR MEGET

KAN JEG

BRUGE?

HVORNÅR

HAR JEG

PENGENE

SALDO


CUSTOMER

JOBS

PAINS

GAINS

KONTO-

OVERSIGT ER

MISVISENDE

HVOR MEGET

KAN JEG

BRUGE?

HVORNÅR

HAR JEG

PENGENE

SALDO


CUSTOMER

JOBS

PAINS

GAINS

KONTO-

OVERSIGT ER

MISVISENDE

REELT

OVERBLIK

HVOR MEGET

KAN JEG

BRUGE?

HVORNÅR

HAR JEG

PENGENE

RESULTATET


19-24 år 25-34 år 35-44 år 45-55 år 60+ år

ANONYM

MEN ER DET ET BEHOV HOS KUNDERNE?


VI VED DET, FOR VI TESTEDE BLA. MED ET ONLINE TESTPANEL


1 TIMES KØRSEL FRAKØBENHAVN LIGGER DER EN KOMMUNE


FLYT TIL GRIBSKOV



CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS


CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

HVILKE

KONSEKVENSER

HAR DET?

TYDELIGT 360

SCENARIE

DET ER SVÆRT AT

OVERSKUE HVAD

JEG FÅR


CUSTOMER

JOBS

PAINS

GAINS

PRODUCTS &

SERVICES

GAIN

CREATORS

PAIN

RELIEVERS

HVILKE

KONSEKVENSER

HAR DET?

DET ER SVÆRT AT

OVERSKUE HVAD

JEG FÅR

TYDELIGT 360

SCENARIE

SKOLEVALG

M2-PRISER

LIGGETIDFRITIDSLIV

GENSALGS-

PROCENT

KØRETID

KAMPAGNESITE

IRL CASES

ET REALISTISK

SCENARIE

KONTAKT PERSON

DRØMMEN OM ET

ANDET LIV

THE PITCH VOL 2


FOMO (FEAR OF MISSING OUT)

CS: HEY LOOK, CAN I GET TWO MINUTES FROM YOU?


FOMO (FEAR OF MISSING OUT)

CS: HEY LOOK, CAN I GET TWO MINUTES FROM YOU?

SO HERE'S THE THING. YOU PROBABLY KNOW ME: PRODUCER OF THIS AMERICAN LIFE, BEEN DOING IT FOR 15 YEARS, THE MOST SUCCESSFUL RADIO SHOW, TOP OF THE PODCASTS IN ITUNES, ET CETERA.


HERE'S THE THING.

I REALIZE THERE'S A HUNGER FOR THIS KIND OF CONTENT. THERE'S NONE OF THIS SHIT. THERE'S JUST A BUNCH OF JERKOFF PODCASTS. NOTHING'S OUT THERE.

ADVERTISERS ARE DYING FOR IT; USERS ARE DYING FOR IT. AND IF YOU LOOK AT THE MACRO ENVIRONMENT, WE'RE SEEING MORE AND MORE PODCAST INTEGRATIONS INTO CARS. PEOPLE WANT THIS CONTENT. IT'S A WHOLE NEW BUTTON IN THE LATEST VERSION OF IOS.


SO HERE'S THE THING.

NOBODY ELSE CAN MAKE THIS SHIT.

I KNOW HOW TO MAKE IT BETTER THAN ANYBODY ELSE IN THE WORLD, AND SO I'VE ALREADY IDENTIFIED A FEW KEY AREAS WHERE I KNOW THERE'S HUNGER FOR THE PODCASTS, WE GOT THE SUBJECT MATTER, WE'RE GONNA LAUNCH THIS SHIT. I KNOW THERE'S ADVERTISERS WHO WANT TO GET INVOLVED WITH IT.


BUT HERE'S THE UNFAIR ADVANTAGE I HAVE.

BECAUSE OF WHAT I'VE DONE IN MY PAST CAREERS WITH THIS AMERICAN LIFE AND PLANET MONEY, PEOPLE ARE WILLING TO ACTUALLY STRAIGHT UP PAY FOR THIS STUFF.

I'M NOT JUST TALKING ABOUT TRADITIONAL SUBSCRIPTIONS. I'M TALKING WE DID THIS T-SHIRT EXPERIMENT AT PLANET MONEY WHERE WE GOT $600,000 COMING WHERE PEOPLE ACTUALLY GAVE US MONEY TO BUY A T-SHIRT WITH OUR LOGO ON IT AS PART OF THE CONTENT, IT WAS INTEGRATED DIRECTLY. AND I KNOW WE CAN REPLICATE THAT ACROSS THESE OTHER PLATFORMS.


SO HERE'S WHAT WE'RE DOING.

WE'RE PUTTING TOGETHER A MILLION AND A HALF DOLLARS THAT'S GONNA BUY US THREE, FOUR GUYS WHO ARE GONNA LAUNCH THESE THREE PODCASTS IN THE NEXT 12 MONTHS.

WE THINK VERY EASILY WE COULD GET TO 3-, 400,000 NET SUBSCRIBERS ACROSS THE WHOLE THING.


WITH CPMS [COST OF AD PER 1,000 AUDIENCE MEMBERS] WHERE THEY ARE IN THIS MARKET RIGHT NOW, I KNOW ON ADVERTISING ALONE WE COULD GET TO BREAK EVEN BUT AS WE DO MORE OF THIS INTEGRATION WE GET PEOPLE TEXTING IN TO DONATE TO THIS STUFF, BUYING SOME OF THIS PRODUCT, DOING SOME OF THESE INTEGRATED EPISODES — I KNOW THAT WE'RE GOING TO HAVE ON OUR HANDS HERE SOMETHING THAT WILL ULTIMATELY SCALE TO 12, 15 PODCASTS.


THE AUDIENCE IS THERE. THEY WANT IT. NOBODY ELSE CAN DO IT LIKE WE CAN.

ARE YOU IN?


TAK FOR IDAG…


1508.DK/VIDEN

….TJEK MERE UD PÅ

NÆSTE BOOSTERS ER

10. JUNI 2015

DESIGNING BUSINESS AND DISRUPTIVE

SERVICES

KLAUS BUNDVIG

1508 A/S

WILDERS PLADS 13A

1403 KØBENHAVN K

[email protected]

+45 7025 1508

FACEBOOK.COM/1508DK

LINKEDIN.COM/COMPANY/1508-AS

http://www.1508.dk/viden

http://www.1508.dk/viden

Value proposition design

Design

Transcript of Value proposition design