Value Proposition Design
Value propositions to the consumer may also involve several stakeholders in the search, evaluation, purchase, and use of a product or service. For example, consider a family that intends to buy a game console. In this situation, there is also a difference between the economic buyer, the influencer, the decision maker, the users, and the saboteurs.
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Desired gains
Alan Smith • Value Proposition Design
When you sketch out your customer’s profile, don’t just focus on jobs, pains, and gains related to your value proposition. Keep it broad to understand what really drives your customers.
Alan Smith • Value Proposition Design
When you get started with the customer profile, you might simply put the same ideas in pains and gains as opposites of each other. For example, if one of the customers’ jobs to be done is “earn more money,” you might start by adding “salary increase” to gains and “salary decrease” to pains. Here’s a better way to do it: Find out precisely how much
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propositions. For example, use one that targets the customer segment you profiled in the previous exercise. It’s easier to get started with an existing value proposition. However, if you don’t have one yet, sketch out how you intend to create value with a new idea. We will cover the creation of new value propositions more specifically later on in t
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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
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Check marks signify that products and services relieve pains or create gains and directly address one of the customers’ jobs, pains, or gains. Xs show which jobs, pains, and gains the value proposition does not address.
Alan Smith • Value Proposition Design
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.