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the-value-proposition-canvas-1.pdf
Is it a Problem or a Need?
People don’t buy 6” nails. They buy a hole + anchor to hang a picture.
Value props fit into two categories:
- They solve a problem and get a job done for a consumer or a company.
- Or they fulfill a fundamental human social need.
Basic Value Prop
for (target customer) who (statement of the need/pain) our (product/service name) is (product category) that (statement of the benefit).
A better version…
Different Types of Customers
Many different types of customers
- Users vs. Choosers (Buyers)
- might have to position differently for each one.
- doctors vs. hospital purchaser
- Multi-sided platforms
- facebook: data broker and serving end-users at the same time
- can grow very large and valuable, but difficult to make it work because you need a value props that’s multi-faceted and serve different customers.
- different types involved in a B2B buying journey
- Recommenders, influencers, economic buyers and saboteurs.
Customer personas help you define and understand your customer segments
- go well beyond demographic data
- paint a picture of the day in the life of your customer segment