1. Day 3: Value Proposition Designer

2. Value Proposition Designer Canvas
 Part 1: Background & aim of the VPD
Canvas
 Part 2: Customer side (jobs, pains, gains)
 Part 3: Value proposition side
(product/service, pain relievers, gain
creators)
 Part 4: Dealing with competing value
propositions
 Part 5: Interactive application on 1 specific
case study

3. Part 2: Customer side
The golden rule for every business man is:
“Put yourself in your customer’s place.”
– Orison Swett Marden
“Your most unhappy customers are your
greatest source of learning.” – Bill Gates

4. Part 2: Customer side

5. Part 2: Customer side
Getting to know your customers, relates to
3 aspects:
 Tasks they are trying to complete
 Problems they are trying to solve
 Needs they are trying to satisfy

6. Part 2: Customer side
 Customer jobs:
 Functional jobs (tasks)
 Social jobs (e.g. gain power / status)
 Emotional jobs (e.g. feel good)
 Basic needs (e.g. communication)
http://www.businessmodelalchemist.com/

7. Part 2: Customer side
 Customer pains:
 Negative emotions (frustrations)
 Undesired costs and situations (time,
money, underperformance, mistakes)
 Risks (technical, social, financial)
http://www.businessmodelalchemist.com/

8. Part 2: Customer side
 Customer gains:
 Benefits customer expects, desires or would
be surprised by
 Incl. functional utility, social gains, positive
emotions and cost savings
http://www.businessmodelalchemist.com/

9. Part 2: Customer side
“Statistics suggest that when customers complain,
business owners and managers ought to get excited
about it. The complaining customer represents a huge
opportunity for more business.” – Zig Ziglar
http://www.businessmodelalchemist.com/

10. Questions?
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