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Value Proposition Canvas Explained - YouTube
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let's look at the value proposition
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canvas a tool that will help you design
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test build and manage great customer
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value propositions it's like a plug-in
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to the business model canvas the tool is
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based on two elements of your business
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model the customer segment who you
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intend to create value for and the value
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proposition which you believe will
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attract customers with the value
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proposition canvas you can map out both
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in more granularity and show the fit
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between what you offer and what
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customers want the customer segment
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profile describes the characteristics of
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your customers in more detail the
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profile is composed of the jobs your
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customers are trying to get done in
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their work and in their lives the
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related pains outlining the negative
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aspects they hate or would like to avoid
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and third the gains describing the
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positive outcomes and benefits which
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your customers would love to have now
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let's look at the profile in more detail
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jobs describe an important issue your
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customers are trying to solve in their
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work or in our lives it could be the
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tasks they're trying to perform and
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complete the problems they're trying to
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solve or the needs they are trying to
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satisfy then jobs can have a functional
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social social or emotional intent some
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jobs will be crucial to the customers
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others will be trivial then the second
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aspect here are the pains describing
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anything that annoys your customers
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before during and after getting a job
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done this could be undesired costs and
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situations negative emotions or risks
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again some customer pains will be severe
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others light and the third aspect of the
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profile of the gains describing the
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outcomes and benefits your customers
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require expect desire or would be
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surprised by this includes things like
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functional utilities social gains
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positive emotions and cost savings again
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some outcomes and benefits will be more
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relevant to customers than others these
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3 elements of the profile describe the
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customer characteristics that you can
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observe in the market now let's look at
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the
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aiyoo proposition map describing the
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features of your value proposition which
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you are designing to address your
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customers most important jobs pains and
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gains the map is composed of the
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products and services your value
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proposition is built around the pain
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relievers outlining how your products
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and services alleviate customer pains
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and third the gain creators
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describing the positive outcomes and
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benefits your products and services
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create for your customers now let's look
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at the map in more detail first the
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products and services simply outline the
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bundle of products and services that
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you're offering customers to help them
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get a functional social or emotional job
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done and to address their pains and
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gains now second aspect here the pain
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relievers make explicit how your
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products and services will alleviate
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specific customer pains before while and
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after the customers trying to get a job
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done they show which of all the customer
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pains your value proposition is
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addressing by eliminating or reducing
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them and then next aspect here are the
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gained creators they make explicit how
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your products and services create
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customer gains they show which of all
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the customer gains your value
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proposition is addressing by creating
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benefits and outcomes now you have
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achieved a so-called problem solution
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fit when the features of your value
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proposition map perfectly match the
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characteristics of your customer segment
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profile when the market validates this
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match and your value proposition gets
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traction with real customers you have
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achieved a so-called product market fit
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but don't forget successful businesses
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have more than just a great value
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proposition they have a great business
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model that makes a customer value
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proposition possible now do you have
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what it takes to design great business
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models and value propositions with pain
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relievers and gain create
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that match real customer jobs pains and
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gains class dismissed
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