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VALUE PROPOSITION
DESIGN
MORGENBOOSTER 2015
MB NO. 50
MB: VALUE PROPOSITION DESIGN
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MB: VALUE PROPOSITION DESIGN
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MB: VALUE PROPOSITION DESIGN
VALUE PROPOSITION IS
THE PRIMARY REASON
WHY A PROSPECT
SHOULD BUY FROM YOU
MANGE DEFINITIONER, MEN KORT SAGT
MB: VALUE PROPOSITION DESIGN
http://www.marketingexperiments.com/blog/wp-content/uploads/MarketingExperiments-Value-Prop-
Worksheet.pdf
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
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MB: VALUE PROPOSITION DESIGN
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MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
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MB: VALUE PROPOSITION DESIGN
BLIND SPOTS
MB: VALUE PROPOSITION DESIGN
THE PITCH
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
GEOFF MOORE’S VALUE PROP. STATEMENT FRA ‘CROSSING THE CHASM’
MB: VALUE PROPOSITION DESIGN
HTTP://TORGRONSUND.COM/2011/11/29/7-PROVEN-TEMPLATES-FOR-CREATING-
VALUE-PROPOSITIONS-THAT-WORK/
MB: VALUE PROPOSITION DESIGN
HTTP://TORGRONSUND.COM/2011/11/29/7-PROVEN-TEMPLATES-FOR-CREATING-
VALUE-PROPOSITIONS-THAT-WORK/
MB: VALUE PROPOSITION DESIGN
HTTP://TORGRONSUND.COM/2011/11/29/7-PROVEN-TEMPLATES-FOR-CREATING-
VALUE-PROPOSITIONS-THAT-WORK/
JOBS TO BE DONE
MB: VALUE PROPOSITION DESIGN
THEODORE LEVITT SIGER
MB: VALUE PROPOSITION DESIGN
“PEOPLE DON’T WANT TO BUY A QUARTER INCH DRILL – THEY WANT A QUARTER INCH HOLE”
MB: VALUE PROPOSITION DESIGN
VÆRDIFORØGELSEN KAN VÆRE FORSKELLIG
MB: VALUE PROPOSITION DESIGN
FUNKTIONEL VÆRDISKABELSE
MB: VALUE PROPOSITION DESIGN
EMOTIONEL VÆRDISKABELSE
MB: VALUE PROPOSITION DESIGN
SOCIAL VÆRDISKABELSE
MB: VALUE PROPOSITION DESIGN
HVORDAN FINDER MAN PROBLEMERNE OG PRODUKTER, DER LØSER DEM?
MB: VALUE PROPOSITION DESIGN
STRATEGI BASICS
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
BUSINESS MODEL CANVAS (SLÅFEJL FRA VIDEOOPLÆGGET ER RETTET)
MB: VALUE PROPOSITION DESIGN
$
KEY
PARTNERS
KEY
ACTIVITIES
PRODUCTS
KEY
RESEOURCES
CHANNELS
CUSTOMER
RELATIONSHIP
CUSTOMER
SEGMENTS
REVENUE
STREAMS
COST
STRUCTURE
NESPRESSO
MB: VALUE PROPOSITION DESIGN
BUSINESS MODEL CANVAS
MB: VALUE PROPOSITION DESIGN
$
BUSINESS MODEL CANVAS
MB: VALUE PROPOSITION DESIGN
$
MB: VALUE PROPOSITION DESIGN
VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
CUSTOMER SEGMENTS
MB: VALUE PROPOSITION DESIGN
$
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
Customer Jobs: Her beskriver du behov, deres problemer og hvilke opgaver de
prøver at gennemføre
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
Customer Pains: Her beskriver du negative følelser og uønskede risici,
omkostninger og situationer som en kunde risikerer før under og efter at
‘jobbet er gjort’
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
Customer Gains: Her beskriver du de fordele en kunde opnår ved at benytte
produktet – emtionelt, funktionelt, socialt, etc…
PRODUCTS
MB: VALUE PROPOSITION DESIGN
$
MB: VALUE PROPOSITION DESIGN
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
MB: VALUE PROPOSITION DESIGN
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
Product & Services: Her lister du dine produkter og services, som du tilbyder
kunden
MB: VALUE PROPOSITION DESIGN
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
Pain Relievers: Her beskriver du, hvad produktet kan
MB: VALUE PROPOSITION DESIGN
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
Gain Creators: I denne boks beskriver du, hvordan dine produkter giver værdi
til dine kunder
DET SAMLER MAN SÅ
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
OG TESTER FOR ‘FIT’
MB: VALUE PROPOSITION DESIGN
FIT
MB: VALUE PROPOSITION DESIGN
HILTI’S FORRETNINGSMODEL
MB: VALUE PROPOSITION DESIGN
$
VÆRKTØJ
ENTRE-
PENØRER
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
BEHOV
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
BYGGE HUSE
USTABILE
ORDRE-
BØGER
OMKOST-
NING =
OMSÆTNING
FLEKSIBELT
BEHOV
MB: VALUE PROPOSITION DESIGN
https://www.hilti.dk/Services/Hilti-Services/fleet-management
MB: VALUE PROPOSITION DESIGN
VALUE PROPOSITION
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
BYGGE HUSE
USTABILE
ORDRE-
BØGER
OMKOST-
NING =
OMSÆTNING
FLEET
MANAGE-
MENT
OPDATERET
UDSTYR JIT
VARME
HÆNDER
FLEKSIBELT
BEHOV
MB: VALUE PROPOSITION DESIGN
UDFORDRING: NETBANKEN ER BLEVET DEN VIGTIGSTE PARAMETER, NÅR NORDISKE KUNDER
SKAL VÆLGE BANK
MB: VALUE PROPOSITION DESIGN
KUNDERNE
INTERESSERER SIG IKKE
FOR DERES BANK, MEN
FOR DERES PENGE
MB: VALUE PROPOSITION DESIGN
STILLER VI DE RIGTIGE SPØRGSMÅL?
MB: VALUE PROPOSITION DESIGN
HVORDAN GØR VI DET LETTERE
FOR KUNDER AT BRUGE VORES
eBANK?
HVORDAN GØR VI VORES
eBANK PÆNERE?
KUNDERNE ØNSKER AT
SE, HVOR MEGET DE HAR
TIL RÅDIGHED TIL
FORBRUG PR. MÅNED.
MB: VALUE PROPOSITION DESIGN
SALDO
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
SALDO
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
HVOR MEGET
KAN JEG
BRUGE?
HVORNÅR
HAR JEG
PENGENE
SALDO
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
KONTO-
OVERSIGT ER
MISVISENDE
HVOR MEGET
KAN JEG
BRUGE?
HVORNÅR
HAR JEG
PENGENE
SALDO
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
KONTO-
OVERSIGT ER
MISVISENDE
REELT
OVERBLIK
HVOR MEGET
KAN JEG
BRUGE?
HVORNÅR
HAR JEG
PENGENE
RESULTATET
MB: VALUE PROPOSITION DESIGN
19-24 år 25-34 år 35-44 år 45-55 år 60+ år
ANONYM
MEN ER DET ET BEHOV HOS KUNDERNE?
MB: VALUE PROPOSITION DESIGN
VI VED DET, FOR VI TESTEDE BLA. MED ET ONLINE TESTPANEL
MB: VALUE PROPOSITION DESIGN
1 TIMES KØRSEL FRA
KØBENHAVN LIGGER DER
EN KOMMUNE
MB: VALUE PROPOSITION DESIGN
FLYT TIL GRIBSKOV
MB: VALUE PROPOSITION DESIGN
FLYT TIL GRIBSKOV
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
HVILKE
KONSEKVENSER
HAR DET?
TYDELIGT 360
SCENARIE
DET ER SVÆRT AT
OVERSKUE HVAD
JEG FÅR
MB: VALUE PROPOSITION DESIGN
CUSTOMER
JOBS
PAINS
GAINS
PRODUCTS &
SERVICES
GAIN
CREATORS
PAIN
RELIEVERS
HVILKE
KONSEKVENSER
HAR DET?
DET ER SVÆRT AT
OVERSKUE HVAD
JEG FÅR
TYDELIGT 360
SCENARIE
SKOLEVALG
M2-PRISER
LIGGETID
FRITIDSLIV
GENSALGS-
PROCENT
KØRETID
KAMPAGNESITE
IRL CASES
ET REALISTISK
SCENARIE
KONTAKT PERSON
DRØMMEN OM ET
ANDET LIV
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
THE PITCH VOL 2
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
MB: VALUE PROPOSITION DESIGN
FOMO (FEAR OF MISSING OUT)
CS: HEY LOOK, CAN I GET TWO MINUTES FROM YOU?
MB: VALUE PROPOSITION DESIGN
FOMO (FEAR OF MISSING OUT)
CS: HEY LOOK, CAN I GET TWO MINUTES FROM YOU?
SO HERE'S THE THING. YOU PROBABLY KNOW ME:
PRODUCER OF THIS AMERICAN LIFE, BEEN DOING IT
FOR 15 YEARS, THE MOST SUCCESSFUL RADIO SHOW,
TOP OF THE PODCASTS IN ITUNES, ET CETERA.
MB: VALUE PROPOSITION DESIGN
HERE'S THE THING.
I REALIZE THERE'S A HUNGER FOR THIS KIND OF
CONTENT. THERE'S NONE OF THIS SHIT. THERE'S JUST
A BUNCH OF JERKOFF PODCASTS. NOTHING'S OUT
THERE.
ADVERTISERS ARE DYING FOR IT; USERS ARE DYING
FOR IT. AND IF YOU LOOK AT THE MACRO
ENVIRONMENT, WE'RE SEEING MORE AND MORE
PODCAST INTEGRATIONS INTO CARS. PEOPLE WANT
THIS CONTENT. IT'S A WHOLE NEW BUTTON IN THE
LATEST VERSION OF IOS.
MB: VALUE PROPOSITION DESIGN
SO HERE'S THE THING.
NOBODY ELSE CAN MAKE THIS SHIT.
I KNOW HOW TO MAKE IT BETTER THAN ANYBODY
ELSE IN THE WORLD, AND SO I'VE ALREADY
IDENTIFIED A FEW KEY AREAS WHERE I KNOW
THERE'S HUNGER FOR THE PODCASTS, WE GOT THE
SUBJECT MATTER, WE'RE GONNA LAUNCH THIS SHIT. I
KNOW THERE'S ADVERTISERS WHO WANT TO GET
INVOLVED WITH IT.
MB: VALUE PROPOSITION DESIGN
BUT HERE'S THE UNFAIR ADVANTAGE I HAVE.
BECAUSE OF WHAT I'VE DONE IN MY PAST CAREERS
WITH THIS AMERICAN LIFE AND PLANET MONEY,
PEOPLE ARE WILLING TO ACTUALLY STRAIGHT UP PAY
FOR THIS STUFF.
I'M NOT JUST TALKING ABOUT TRADITIONAL
SUBSCRIPTIONS. I'M TALKING WE DID THIS T-SHIRT
EXPERIMENT AT PLANET MONEY WHERE WE GOT
$600,000 COMING WHERE PEOPLE ACTUALLY GAVE
US MONEY TO BUY A T-SHIRT WITH OUR LOGO ON IT
AS PART OF THE CONTENT, IT WAS INTEGRATED
DIRECTLY. AND I KNOW WE CAN REPLICATE THAT
ACROSS THESE OTHER PLATFORMS.
MB: VALUE PROPOSITION DESIGN
SO HERE'S WHAT WE'RE DOING.
WE'RE PUTTING TOGETHER A MILLION AND A HALF
DOLLARS THAT'S GONNA BUY US THREE, FOUR GUYS
WHO ARE GONNA LAUNCH THESE THREE PODCASTS
IN THE NEXT 12 MONTHS.
WE THINK VERY EASILY WE COULD GET TO 3-,
400,000 NET SUBSCRIBERS ACROSS THE WHOLE
THING.
MB: VALUE PROPOSITION DESIGN
WITH CPMS [COST OF AD PER 1,000 AUDIENCE
MEMBERS] WHERE THEY ARE IN THIS MARKET RIGHT
NOW, I KNOW ON ADVERTISING ALONE WE COULD
GET TO BREAK EVEN BUT AS WE DO MORE OF THIS
INTEGRATION WE GET PEOPLE TEXTING IN TO
DONATE TO THIS STUFF, BUYING SOME OF THIS
PRODUCT, DOING SOME OF THESE INTEGRATED
EPISODES — I KNOW THAT WE'RE GOING TO HAVE ON
OUR HANDS HERE SOMETHING THAT WILL
ULTIMATELY SCALE TO 12, 15 PODCASTS.
MB: VALUE PROPOSITION DESIGN
THE AUDIENCE IS THERE.
THEY WANT IT.
NOBODY ELSE CAN DO IT LIKE WE CAN.
ARE YOU IN?
MB: VALUE PROPOSITION DESIGN
TAK FOR IDAG…
MB: VALUE PROPOSITION DESIGN
1508.DK/VIDEN
….TJEK MERE UD PÅ
NÆSTE BOOSTERS ER
10. JUNI 2015
DESIGNING BUSINESS AND DISRUPTIVE
SERVICES
KLAUS BUNDVIG
1508 A/S
WILDERS PLADS 13A
1403 KØBENHAVN K
INFO@1508.DK
+45 7025 1508
FACEBOOK.COM/1508DK
LINKEDIN.COM/COMPANY/1508-AS

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