Value Proposition Design
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
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Business model fit takes place when you Have evidence that your value proposition can be embedded in a profitable and scalable business model. A great value proposition without a great business model may mean suboptimal financial success or even lead to failure. No value proposition–however great–can survive without a sound business model. The sear
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Ask “why” several times until you really understand your customers’ jobs to be done.
Alan Smith • Value Proposition Design
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
Seek to identify four types of customer gains in terms of outcomes and benefits:
Alan Smith • 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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Expected gains These
Alan Smith • Value Proposition Design
- Product-Market Fit Product-market fit takes place when you Have evidence that your products and services, pain relievers, and gain creators are actually creating customer value and getting traction in the market. During this second phase, you strive to validate or invalidate the assumptions underlying your value proposition. You will inevitably lea
Alan Smith • Value Proposition Design
- Problem-Solution Fit Problem-solution fit takes place when you Have evidence that customers care about certain jobs, pains, and gains. Designed a value proposition that addresses those jobs, pains, and gains. At this stage you don’t yet have evidence that customers actually care about your value proposition. This is when you strive to identify the