1. Value proposition
design
Denis Gillet & Adrian Holzer
The copyright of images belong to their authors. I will remove them on demand. Contact me at adrian.holzer@epfl.ch

2. Material from http://www.businessmodelalchemist.com

3. Y. Pigneur
A. Osterwalder

4. Hong Kong
airport

5. A value proposition is a bundle of products &
services that create value for your customer

6. A canvas helps you design, test, and build your
company’s value proposition in a more structured way

7. Achieving Fit
Design
Observe
Your Product
Your Customer
WHAT
WHY

8. Customer Jobs
What funct ional jobs?
What emot ional jobs?
What basic needs?
What social jobs?

12. P u bli shing
Ad
Ma nagi ng
Re ser vat io n
B oo k i n g
Ea sily

13. SpeakUp

14. Interac t
Ask
que s t io ns
Ge t
Feedbac k

15. Hands On
Facebook
Youtube
dRead
Goo
LinkedIn
GitHub
Twitter
Pinterest
Flickr
SnapChat
Tumblr
PatientsLikeMe

16. Customer Pains
What barriers?
What cos t s?
What bad feeling?
What difficult ies?
What risk?

17. P u bli shing
Ad
Gue s t
Damage
Tr u s t &
Safe ty
Ma nagi ng
Re ser vat io n
B oo k i n g
Ea sily

18. Interac t
Ask
S hyne s s
O n e voi c e
Spam
que s t io ns
Ge t
Feedbac k

19. Customer Gains
How do cus tomers
measure success?
What expectat ions?
What delight s?
What savings?
What makes life easier?

20. Addi t io nal
Reve nue
Commu ni ty
Ch oic e
P ric e
L o c al
e xp eri e nc e
Gue s t
Damage
Tr u s t &
Safe ty
P u bli shing
Ad
Ma nagi ng
Re ser vat io n
B oo k i n g
Ea sily

21. Know
o t h er s
opi nio n
Interac t
Ask
S hyne s s
O n e voi c e
Spam
que s t io ns
Ge t
Feedbac k

22. Products & services
Lis t product s
Which ones
help to get
jobs done
Crucial or t rivial

23. Addi t io nal
Reve nue
Commu ni ty
Commu ni ty
mar ke t plac
e
for u nique
sp ac e
Ch oic e
P ric e
L o c al
e xp eri e nc e
Gue s t
Damage
Tr u s t &
Safe ty
P u bli shing
Ad
Ma nagi ng
Re ser vat io n
B oo k i n g
Ea sily

24. Know
o t h er s
opi nio n
Temp orary
so cial media
app
Interac t
Ask
S hyne s s
O n e voi c e
Spam
que s t io ns
Ge t
Feedbac k

25. Pain relievers
How do t hey relieve pain?

26. Addi t io nal
Reve nue
Commu ni ty
Ch oic e
Commu ni ty
P ric e
mar ke t plac
e
for u nique
sp ac e
P ro f il e &
Reviews
AirB nB h os t
guara nt ee
Addre s s &
Pho to
L o c al
e xp eri e nc e
Gue s t
Damage
Tr u s t &
Safe ty
P u bli shing
Ad
Ma nagi ng
Re ser vat io n
B oo k i n g
Ea sily

28. Know
o t h er s
opi nio n
Temp orary
so cial media
app
ary
emp or
T
A n o nymi ty
R at i ngs
Interac t
Ask
S hyne s s
O n e voi c e
Spam
que s t io ns
Ge t
Feedbac k

29. Gain creators
How do t hey create gains?

30. Addi t io nal
AirB nB T V
Commu ni ty
mar ke t plac
e
for u nique
sp ac e
P ro f il e &
Reviews
AirB nB
Mee t Ups
I nc e nt ive
p oli cy
AirB nB h os t
guara nt ee
Addre s s &
Pho to
Reve nue
Commu ni ty
Ch oic e
P ric e
L o c al
e xp eri e nc e
Gue s t
Damage
Tr u s t &
Safe ty
P u bli shing
Ad
Ma nagi ng
Re ser vat io n
B oo k i n g
Ea sily

31. Know
S h a re d
o t h er s
Me s sage s
Temp orary
so cial media
app
ary
emp or
T
opi nio n
R at i ngs
A n o nymi ty
R at i ngs
Interac t
Ask
S hyne s s
O n e voi c e
Spam
que s t io ns
Ge t
Feedbac k

32. Competing for customers
Open slot filled by t he bes t fit

33. Build Products
that people want

34. Value
proposition
Lean startUp

35. Lean StartUp
http://theleanstartup.com
Minimum Viable
Products

36. https://archive.harvardbusiness.org/cla/web/pl/product.seam?c=29512&i=29514&cs=72931baa3b05f76aca8090b33db139b0

37. Using your canvas

39. Fill out your canvas
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41. Test your customer assumptions
What’s your
bigges t
headache?

43. Adjust your assumptions
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wrong assumpt ions

45. Redesign your canvas
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46. Revised canvas
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