1.
Why Does Your Customer Buy from You?
The Value Proposition Design
Ed Mayuga – January 25, 2017

2.
You are marketing and business
development professionals from
architectural, engineering, planning firms

3.
When was the last time you took a
systematic look at how you customers
experience your product or service?

4.
Visually illustrates data
you want to analyze

5.
A basic understanding
of the Value
Proposition Design

6.
Think about why your
customers buy from you

7.
What is Value Proposition Design?

8.
A tool that will help you design, test,
build, and manage great customer
value propositions

9.
The Customer Segment who you
intend to create value for

10.
The map shows the FIT between what
you offer, and what the customers
want

11.
The Customer Segment Profile
explains their characteristics and
desired outcomes and benefits

12.
Some outcomes and benefits may be more
relevant to customers

13.
If you don’t have a fit, you need to change
your approach

14.
The Circle contains Customer
Characteristics of What You
Can OBSERVE in the Market

15.
Customer Jobs – Tasks to complete,
problems to solve, needs to satisfy

16.
Pains – Anything that annoys your
customers before, during, or after
getting a job done

17.
Gains – outcomes your customers require,
expect, desire, or would be surprised by

18.
The Square – The Features of What
you Market and Sell

19.
How do you DESIGN the Features and
Benefits of your Products or Services?

20.
What you communicate to your customers
is summarized in your Value Proposition

21.
It is the bundle of
products and services
that help your
customer get a job
done

22.
Allows to you address your
customer’s Pains and Gains

23.
Let’s take a deeper look at
Pain Relievers

24.
Ask yourself: How do your products or
services alleviate customer pains?

25.
Expand your
thinking to
before, while,
and after a
customer is
attempting to
get a job done

26.
Can you accurately say which Pains
the Value Proposition is addressing
by eliminating or reducing them?

27.
Now let’s look at the
Gain Creators

28.
What are the positive benefits your
products and services create for your
customers?

29.
Are you clearly communicating the Gains
that your Value Proposition is addressing?

30.
Customers will buy more the better
you are at communicating positive
outcomes

31.
Gain Creators

32.
The Problem-Solution Fit

33.
When Features perfectly match the
characteristics of your customer segment
profiles

34.
Product-Market Fit - When the
market validates and you have
traction with your customers

35.
There does not have to be an absolute
1-to-1 correlation, but they need to
closely match

36.
Pain Relievers are
Features
Gain Creators are
Benefits

37.
Traditional Feature/Benefit selling is
“Because of… You can…”

38.
Are there Pain Relievers that you can use as
Features for your sales pitch?

39.
Are there Gain Creators you
can use as Benefits?

40.
Successful businesses have more than
just a great Value Proposition

41.
Successful businesses also have a great
Business Model that makes a Value
Proposition possible!

42.
You need to periodically test your
assumptions using the Value
Proposition Design map

43.
Remember: There are no facts
inside the four walls of your office!

44.
Your Value Proposition should be
communicated on your website, social
media, marketing and sales materials