1. Day 3: Value Proposition Designer

2. Value Proposition Designer Canvas
 Part 1: Background & aim
 Part 2: Customer side
 Part 3: Value proposition side
 Part 4: Dealing with competing value
propositions
 Part 5: Interactive application on 1 specific
case study

3. Part 3: Value Proposition side
“The absolute fundamental aim is to make
money out of satisfying customers.”
John Egan

4. Part 3: Value Proposition side
Value proposition
=
Product-service combination
http://www.businessmodelalchemist.com/

5. Part 3: Value Proposition side
 Value proposition = Product-service
combination
 Which products and services do you offer
that help your customer get either a
functional, social, or emotional job done,
or help him/her satisfy basic needs?

6. Part 3: Value Proposition side
 Tangible (e.g. manufactured goods, face-
to-face customer service)
 Digital/virtual (e.g. downloads, online
recommendations)
 Intangible (e.g. copyrights, quality
assurance)
 Financial (e.g. investment funds,
financing services)
http://www.businessmodelalchemist.com/

7. Part 3: Value Proposition side
 Pain relievers
 How do your products / services eliminate or
reduce negative emotions, undesired costs
and situations and risks?
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8. Part 3: Value Proposition side
 Gain creators
 How do your products / services create
benefits your customer expects, desires or
would be surprised by?
http://www.businessmodelalchemist.com/

9. Part 3: Value Proposition side
http://www.businessmodelalchemist.com/

10. Questions?
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