Value Proposition Design

Two common illustrations of multiple fits are intermediary and platform business models.

Pain severity A customer pain can be extreme or moderate, similar to how jobs can be important or insignificant to the customer.

the tactical.

Undesired outcomes, problems, and characteristics

Required gains

When a business sells a product or service through an intermediary, it effectively needs to cater to two customers: the end customer and the intermediary itself. Without a clear value proposition to the intermediary, the offer might not reach the end customer at all, or at least not with the same impact.

Seek to identify four types of customer gains in terms of outcomes and benefits:

Priorities change depending on a customer’s context. Taking this context into account before you think of a value proposition for that customer is crucial. With the jobs-to-be-done approach, you uncover the motivations of different customer segments. Yet, depending on the context, some jobs will become more important or matter less than others. In

Platforms function only when two or more actors interact and draw value within the same interdependent business model. Platforms are called double-sided when there are two such actors and multisided when there are more than two. A platform exists only when all sides are present in the model. Airbnb is an example of a double-sided platform. It is a

The value propositions visible and tangible and thus easier to discuss and manage. It perfectly integrates with the Business Model Canvas and the Environment Map, two tools that are discussed in detail in Business Model Generation