This document provides an agenda and overview for a workshop on building a compelling value proposition. It discusses evaluating ideas by defining problems and solutions, gaining an understanding of customer pain points, and building an initial value proposition. It emphasizes the importance of solving big, important problems and developing breakthrough solutions. It also covers quantitatively evaluating ideas based on the ratio of customer gain versus pain of adopting the solution, which should ideally be greater than 10 to 1 to overcome inertia. Examples are provided for evaluating value propositions for potential startups in software testing and data backup.

1. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
Building a Compelling Value Proposition
startupsecrets.com

2. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
Workshops
Full descriptions of each at
startupsecrets.com
1. What’s Your Roadmap to Success?
2. Building a Compelling Value Proposition
3. Turning Products into Companies
4. Culture, Mission, and Vision
5. Hiring A+ Talent
6. Game-Changing Business Models
7. Go to Market Strategies
8. Getting Behind the Perfect Investor Pitch
9. Funding Strategies to go the Distance
10. Have You Got What It Takes?
11. Mastering Mutual Mentorship

3. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Agenda
3
Evaluate Build
Gain Pain
Value
Prop
Define
Ideas
Problem
Solution

4. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 For (target customers)
 Who are dissatisfied with (the current alternative)
 Our product is a (new product)
 That provides (key problem-solving capability)
 Unlike (the product alternative)
4
Value Proposition

5. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 For Mobile Enterprises
 Who are unable to deliver Apps to users bringing their own devices to work
 Our product is an Enterprise App Services Environment (EASE)
 That provides for users to securely access Apps and Information
 Unlike (MDM), our patented Cloud based (MAM) solution is instantly turned
on and scales to tens of thousands of users
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Example – Apperian (simplified)

6. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Where Might You Start?
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Evaluate Build
Gain Pain
Value
Prop
Define
Ideas
Problem
Solution

7. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Ideas: Free Floating?
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8. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Evaluate Build
Gain Pain
Value
Prop
Define
Agenda - Problem
8
Ideas
Problem
Solution

9. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Unworkable
 Unavoidable
 Urgent
 Underserved
9
Problems worth solving
are usually the 4 U’s…
Problem

10. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Broken business process
 Consequences?
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If the consequences are costly or painful,
so much the better.
e.g., Who gets fired if this doesn’t work?
Unworkable

11. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Accounting
 Regulation
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Is the problem so fundamental
you can’t avoid it and just have to comply?
Unavoidable

12. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Relative to other needs …
 Priority
• Determines resources allocated
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If you’re not at the top of the list,
are you at least in the top 3?
If not, will you get moved up or down over time
and why?
Urgent

13. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 You will compete in a zero-sum game
 Finite:
• Money
• Time
• People
• Attention
13
Underserved: Business

14. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Social
• Find
• Connect
• Communicate
• Meet
• Share
• Entertain
• Date
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Examples:Needs:
• Social
• Security
• Physical
• Economic
• Recognition
• Responsibility
• Achievement
• Growth
Underserved: Consumers

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Qualify the Need
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Is it “BLAC” & white?
- (B)latant
- (L)atent
- (A)spirational
- (C)ritical
Blatant
Latent
Aspirational Critical
White
Space

16. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Is it addressing a “white space” in the market?
• an open area of opportunity
• which you can capture
• Uniquely well
• AND defend with a moat
 NOT just technology, business model too
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moat
Startup Secret!
Create a Moat

17. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Is it 4 U?
• Unworkable
• Unavoidable
• Urgent
• Underserved
 Is it BLAC and white?
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Problem - Summary

18. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Ideas Can Now Be Applied!
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19. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Blatant
Critical
Ideas: Fit to Problem
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20. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Agenda - Solution
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Evaluate Build
Gain Pain
Value
Prop
Define
Ideas
Problem
Solution

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Solution
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22. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Faster
• Cheaper
• Better
Startup
Opportunity?
22

23. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
What is your compelling
breakthrough?
3D
Break Something!
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24. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Discontinuous innovation
• Defensible technology +
• Disruptive business model
A breakthrough that
COMPELS people to
ACT !
24
Breakthrough Opportunities
3D

25. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 It’s often as much work going after a small fight…
 Big problems often = big opportunities
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Startup Secret!
Pick a BIG Fight

26. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 It’s often as much work going after a small fight…
 Big problems often = big opportunities
 Start small (Execution), think BIG (Vision), develop a ROADMAP
• See Roadmap to Success on startupsecrets.com
• e.g., Uber
 An app with the potential to disrupt an industry
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Startup Secret!
Develop a Roadmap

27. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Evaluate Build
Gain Pain
Value
Prop
Define
Agenda - Evaluate
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Ideas
Problem
Solution

28. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Before After
Acute Pain  Absolute Joy 
Qualitative Evaluation
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29. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Before After
Acute Pain  Absolute Joy 
Vitamin vs. Morphine
Qualitative Evaluation
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30. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
UTEST* EXAMPLE
(*Later renamed APPLAUSE)

31. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 For companies with web or mobile apps
 Who are dissatisfied with apps that work as expected in the
QA lab, but not in the hands of end users
 Our in-the-wild testing
 Enables them to test their apps under real-world conditions
 Unlike outsourced testing, which merely moves the QA lab to
a cheaper part of the world, but doesn’t actually improve app
quality
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uTestBefore & AfteruTest

32. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Before: Test In The Lab & Hope
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Testing inside the lab is vital. But today’s web & mobile apps require a new approach to
augment lab testing: in-the-wild testing
After: Test Where Your Users Are
Before & AfterBefore & After

33. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Introducing the gain / pain ratio
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Quantitative Evaluation
Gain Pain

34. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 The gain delivered to the customer
vs.
 The pain and cost for the customer to adopt
Gain / Pain Ratio
Gain Pain
34

35. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Revenue
• Cost savings
• Time
• People
• Competitive
advantage
• Reputation
• Etc.
Gain
Gain
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Pain

36. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Find (See)
• Try
• Buy
• Implement
• Deploy
• Own – e.g., TCO
Pain
Gain
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Pain

37. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Gain from uTest:
• Scale infinitely and immediately
 From 3 testers, to 30, to 300, and back to 0
• Lower total cost of testing
 EG: SMBs - unlimited testing for ½ the cost of one FTE
• Test under real-world conditions
 Live testers, real devices, imperfect conditions… in-the-wild
 Pain from uTest:
• More testing reports, creating more work
 Takes time to re-produce, vet and rate 50+ bugs
• More collaboration, creating more oversight
 Coordination between in-house & crowd testers
 Goal:
• Maximize in-the-wild testing, while minimizing overhead
uTest: Gain vs Pain
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38. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Switching
costs?
• Default = do
nothing
• Alternatives?
• Good enough =
good enough!
• RISK on a
startup
Inertia
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Gain Pain
Inertia,
RISK

39. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
What’s the Right Ratio?
39
Gain Pain
Inertia,
RISK

40. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 > 10 to overcome
• Inertia
• RISK
40
Gain / Pain Ratio
Inertia,
RISK
Gain >10
Pain

41. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
ACTIFIO EXAMPLE

42. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Gain / Pain Ratio
 Average of 30:1 benefit
• $34m vs $1.2m
• Recovery used to take 8 1/2 hours v 2
minutes
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Inertia,
RISK
Gain >10
Pain

43. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Customer View: Gain / Pain
43
• Revenue
• Cost savings
• Time
• People
• Competitive
advantage
• Reputation
• Etc.
• Inertia
• Switching costs?
• Default = do
nothing
• Alternatives?
• Good enough =
good enough!
• RISK on a startup
• Find (See)
• Try
• Buy
• Implement
• Deploy
• Own – e.g., TCO
Inertia,
RISKGain
Pain

44. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
“An order of
magnitude”
Customer view: Gain / Pain
44
• Revenue
• Cost savings
• Time
• People
• Competitive
advantage
• Reputation
• Etc.
• Inertia
• Switching costs?
• Default = do
nothing
• Alternatives?
• Good enough =
good enough!
• RISK on a startup
• Find (See)
• Try
• Buy
• Implement
• Deploy
• Own – e.g., TCO
Inertia,
RISK
Gain
Pain
>10

45. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
UTEST* EXAMPLE
(*Later renamed APPLAUSE)

46. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Tough to quantify precisely, but here’s what we’ve learned
46
Gain vs. Pain Ratio
Gain Pain
Cost Savings: 10X
Lower Escape Rate by
75%
Make Testing Mirror
User Base
Launch Confidence
Higher Quality Apps
vs.
Increased Overhead
5:1
on cost basis
20:1
on cost + value basis
Customer Gain / Pain Ratio
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47. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Test latest version of Google Chrome across 300 highest trafficked URLs
on the web
Traditional Outsourcing vs. uTest
Testers 8 Testers 30
Hours / Tester 40 Hours / Tester 10
# of Days 5 # of Days 2
# of URLs Tested 300 # of URLs Tested 300
# of Discovered Issues 19 # of Discovered Issues 129
Price $15,000 Price $10,000
Price-per-Issue $789 Price-per-Issue $78
Sample Customer ROIGain vs. Pain Ratio
Sample Customer ROI
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48. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
APPERIAN EXAMPLE
Mobile Application Management

49. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 Increase revenue by 40% at counters
 Roll out 17,000 iPads
 Deliver worldwide no IT touch required
 Saved $2.5M+ in direct IT costs
Example - Apperian
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50. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Disruptive innovation
Yet…
NON-disruptive adoption
50
Startup Secret!

51. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Evaluate Build
Gain Pain
Value
Prop
Define
Agenda - Build
51
Ideas
Problem
Solution

52. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 For (target customers)
 Who are dissatisfied with (the current alternative)
 Our product is a (new product)
 That provides (key problem-solving capability)
 Unlike (the product alternative)
52
Value Proposition

53. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 What problems do you understand uniquely well?
 What solution can you deliver uniquely well?
 What kind of disruptive business model can you bring?
53
Build Around YOU

54. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
1. Define
• 4U Need (Unworkable, Unavoidable, Urgent, Underserved)
• 3D Solution (Discontinuous, Defensible, Disruptive)
2. Evaluate
• Gain / Pain >10
3. Build
• Around YOU!
54
Summary

55. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
info@startupsecrets.com

56. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
Building a Compelling Value Proposition
startupsecrets.com

57. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
1 2 3
HOW DISQUS WORKS
Easy install for all platforms
Sites are part of the Disqus network
Sites integrate Disqus Users engage with Disqus
Users discover new content &
sites across Disqus
Sites see tangible benefits, including
increased traffic on their pages
Audience development made easy.
Millions of users use Disqus to participate online and we make
that valuable for publishers in a way that they can measure.
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58. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
THE DISQUS
ECOSYSTEM
A COMMUNITY
ECOSYSTEM is the
foundation of our business.
USERS
GOALS
Discovery
Community
ADVERTISERS
GOALS
Acquisition
Retention
PUBLISHERS
GOALS
Engagement
Growth
Revenue
58

59. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comCulture, Mission, and Vision
DISQUS – Value Prop for Publishers
FOR
· Publishers, like online media or bloggers
WHO CARE ABOUT
· Building more engaged, loyal audiences directly on their sites
OUR PRODUCT IS
· The most widely used discussion platform online
THAT PROVIDES
· An “engagement management platform” for publishers, and
· direct reach into millions of engaged community participants online
UNLIKE
· Social networks, which don’t properly serve the needs of publishers
· Or white-label software, which doesn’t provide the wide network reach of users
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60. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 For those in the developing world
 Who are dissatisfied with limited access to diagnosis
 Our product is a patterned paper-based diagnostic technology
 That provides low-cost, easy-to-use, point-of-care diagnostics
 Unlike no diagnosis
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Diagnostics For All - Alok

61. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Before
Need
After
Solution
53%
of Rwandan women
cannot afford healthcare
26%
of Rwandan women
live too far from a hospital
[1] National Institute of Statistics of Rwanda (NISR) [Rwanda], Ministry of Health
(MOH) [Rwanda] http://www.measuredhs.com/publications/publication-fr259-
dhs-final-reports.cfm
Point-of-care
Minimal training required
Cost = 1¢
Diagnosis by telemedicine
Image: http://www.trust.org/alertnet/news/alertnets-top-20-big-ideas-that-dont-
cost-the-earth/
DFA
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62. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
 NO current solution => huge
 NO infrastructure required
 NO training required
 NO time required
 Customers’ Gain / Pain ratio = ∞
62
DFA Gain / Pain

63. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
At-risk pregnancy
Liver function
• 8 million affected globally
• Conducting ~700 person trial in Vietnam
• Test for ALT/AST enzymes
• Cost: $14 v. 1¢ (DFA)
Child nutrition
Small farmer support
Customer ‘pain’ is real pain
DFA Example
63

64. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
How Thoroughly Should You Define?
A little and then iterate?
or
A LOT and then execute?
64

65. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
“A problem well stated is a
problem half solved.”
-Charles Kettering
65
How Thoroughly Should You Define?
A little and then iterate?
or
A LOT and then execute?

66. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
CASE STUDIES
Actifio
Apperian
Disqus
DFA
uTest
Thank you…
66