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Strategyzer Webinars (Value Proposition Canvas (BMC & VPC FIT (Eg.…
Strategyzer Webinars
Value Proposition Canvas
(Mis-) Fit
Wiley Sells to RETAILERS...not to readers. When you are not selling directly to the end users...this is an "intermediary model."
Origins
BMC: tell the story of how you create, deliver and capture value (for your org.)
Value Prop sections were OVERLOADED on the BMC (which is not what the BMC was used for). This is a SIGNAL.
How could we get more detailed around customer and value prop? Make Explicit how we would capture value for the customer. Thus the Value Prop. Canvas was born.
VPC Concept Usage
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Pains and Gains
Go deeper (What are the REAL Pains and gains). Real customers tell you the gory details. Board room is theoretical.
Gains: Ask "How do you know if you are doing your job?" And describe the success behavior of the clients (how do you measure the success of the jobs)
Outcomes or MEASUREMENTS of Success (eg. Understand latest trends job leads to : new client engagements, clients start to come to me with trend options, not being behind on twitter)
EXAMLE: Shopping for food job, waiting in line pain, fast check out gain . PUT A NUMBER. Waiting in line for more than 10min.,
Numbers important otherwise you can't measure IF you are creating value. Also it forces you to justify your number by leaving the building.
Starting Points
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Start in the board room. Brainstorm. And then figure out if they are TRUE. Next: Which ones are REALLY important? USE Card sorting (with visuals on the jobs pains and gains).
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BMC & VPC FIT
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Air Bnb: there are different value props for the different sides of the platform mode. Both NEED TO BE Explicit.
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