Tbl hc3v4
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The document discusses developing and refining a business model canvas. It addresses traditional questions about customers, value propositions, and revenue streams. It also covers iterating the model based on customer insights, developing a value proposition through concepting and differentiation, and positioning a product using analogies and reference points. The document provides examples of crafting positioning statements and discusses competition analysis.
Tbl hc3v4
- 1. TBL
- 2. Last week businessmodel canvas segments coherence innovation and pressure assignment
- 3. Today Iterating your model improving your value proposition XPLANE empathy map
- 4. Traditional questions: WHO... am I selling to? WHAT... am I selling them? (and (more importantly) how does it help them?) HOW... do I organize value? HOW... do I make money?
- 5. The problems in cases... Usually boil down to... The model doesnt “work” anymore The subject wants to try something else
- 7. Ansoff...
- 8. So how do you know your new combo will work...?
- 10. Concepting working Insight black box concept Source: Lili Sukirman; value proposition workshop, Happen 2011
- 11. Differentation Source: Lili Sukirman; value proposition workshop, Happen 2011
- 13. Recipe • Insight, target client need, paradox • Tangible description of product / service • Big Benefit + maximally one secondary benefit (focus!) • Reason to believe (why you credibly deliver the benefit with the concept to fulfil the need) • Usage instructions • Pricing • Tagline Source: Lili Sukirman; value proposition workshop, Happen 2011
- 14. A word on narrative
- 15. Insight • Set the scene, context • “have you ever wondered...”
- 17. Exercise
- 18. So what about competition?
- 19. Positioning
- 20. Using analogies
- 21. points of reference A C Product User Source: Lili Sukirman; value proposition workshop, Happen 2011
- 22. A B C A! A! that gives you B A! the B without C A! the anti - C Lili Sukirman: value proposition workshop, Happen 2011
- 23. For (target group), (company) is the (frame of reference) that (differentiating benefit), because only (company) has (RTB proving benefit is true). Lili Sukirman: value proposition workshop, Happen 2011
- 25. For people who enjoy being outdoors, Senz is the weather protection expert who’s products help you get around outside, because only Senz can design products that withstand absolutely anything the elements will throw at you. For people who don’t want to be caught out in a rainstorm, Senz is the rain protection expert who’s products help you get around outside, because only Senz can design rain protection that withstands the worst of storms. For city dwellers who need to get around on foot when it rains, Senz is the umbrella company who’s products keep them dry, because only Senz can make umbrellas that withstand gale force 12. Lili Sukirman: value proposition workshop, Happen 2011
- 26. The Anti-C For business travelers, easyJet is the airline that guarantees disappointment, because only easyJet has cramped seats, a ridiculous on-board retail system and 98% tourists as travel companions. Source: Lili Sukirman; value proposition workshop, Happen 2011
- 27. Exercise
- 28. Next week using the XPLANE empathy map
- 29. Have a nice vacation!