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Value Proposition Canvas

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The Value Proposition Canvas makes explicit how you are creating value for your customers. It helps you to design products and services your customers want.

Veröffentlicht in: Marketing

Value Proposition Canvas

  1. 1. Prof. Dr. Jan Kirenz Value proposition canvas Creating Value for Customers
  2. 2. Prof. Dr. Jan Kirenz Value Proposition Development The Value Proposition makes explicit how you are creating value for your customers. It helps you to design products and services your customers want.
  3. 3. Prof. Dr. Jan Kirenz Gain Creators Pain Relievers Pains Gains Products & Services Customer Job(s) Value Proposition Customer Segment copyright: Strategyzer AG The makers of Business Model Generation and Strategyzer The Value Proposition Canvas strategyzer.com The Value Proposition Canvas makes explicit how you are creating value for your customers. It helps you to design products and services your customers want.
  4. 4. Prof. Dr. Jan Kirenz customers just find themselves needing to get things done. Clayton Christensen
  5. 5. Prof. Dr. Jan Kirenz “Customers don’t want a quarter-inch drill. They want a quarter-inch hole!”Levitt, Ted, “Marketing Myopia,” Harvard Business Review (1977)
  6. 6. Prof. Dr. Jan Kirenz Customers’ purchase decisions don’t necessarily conform to those of the “average” customer in their demographic; nor do they confine the search for solutions within a product category. Rather, customers just find themselves needing to get things done. A job is the fundamental problem a customer needs to resolve in a given situation. The objective always is to understand the situation, not the customer - it is the job that causes the purchase to occur. JOBS TO BE DONE FRAMEWORK Source: Christensen, C. M., Anthony, S. D., Berstell, G. & Nitterhouse, D. (2007). Finding the Right Job for Your Product. MIT Sloan Management Review, Spring 2007, S. 38–47.
  7. 7. Prof. Dr. Jan Kirenz GOAL (REWARD) SITUATION (TRIGGER EVENT) NEED JOB STORY
  8. 8. Prof. Dr. Jan Kirenz WHY WHO WHERE WHEN … WHAT JOB STORY
  9. 9. Prof. Dr. Jan Kirenz i am commuting to work
 by car in the morning when to eat something that lasts until lunch that I can get fast and eat without distraction from driving I want start my work without being hungry so I can JOB JOB STORY
  10. 10. Prof. Dr. Jan Kirenz fight my boredom i am commuting to work
 by car in the morning entertainment while being stuck in traffic when I want so I can JOB JOB STORY

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