1. Value Proposition Workshop
May 2013

2. Objective
Understand what is a value proposition.
Give shape, revise or restate the value
proposition of the idea, project or company.
Having the value proposition to accompany the
process of interaction with PMV customers

3. Agenda
• What is a value proposition.
• Example of value offers.
• Canvas of the Value Proposition (VP).
• Creating your canvas.
• Oceans Blue v / s Red Oceans in VP.
• Competing for consumers.

9. • The value proposition is what the
product does to satisfy the
customer
• People do not buy products, they
contract them to do a job .
Clayton Christensen

10. Bespoke

11. Bespoke

12. • The best and most up
to date, tested and
modular from Linux for
your business
• Easy to download.
• Cost for services
(support, assistance
and monitoring)

13. • All your files backed up on Internet.
• Accesibles 24/7, from all your devices.
• Easy to share with others.

14. • Food preservation (primarily liquids) without use of cooling
or freezing.
• Space Reduction of storage, transportation, display of
products.
• Recyclable packaging, reusable materials to redo packaging
or other uses.

15. • Delicious and authentic latin food.
• Recipe transmited from generation to generation.
• Bar of fresh dressings.

16. José
Mourinho
Obtain
Results

17. Manuel
Pellegrini
Team
Maker

18. The Value Proposition Canvas
1
2
3
4
5
6

19. Electric Car for Resort
Transporting in
enclosed vast
places.
Have fun on vacation.
Mobility and independence.
Flexibility.
Do not use car.
Expenditure of
time and energy.
Wait transport.
Safety concerns.
Electric car
(golf car)
for short
distances in
vacation
resort.
Be able to move yourself
or the whole family.
Easy to park and no
maintenance.
Low risk of accidents.
Entertainment
element.
Unconcern of
vehicle safety.
Without fuel.
Autonomy for
transportation.

21. Trio Wine
Serve dinner with
something of
quality.
Show how original
person one is.
Simple to taste and explain.
Novelty..
Drinking the same.
Consuming a product of
quality and taste.
Little budget.
Wine
assembly.
Different
mixtures of
vines
Wine at an affordable price.
Distinguishes oneself as
original person.
Innovative mix of flavors.
Quality is stable over time

22. • What functional jobs is your customer trying get
done? (e.g. perform or complete a specific task,
solve a specific problem, ...)
• What social jobs is your customer trying to get
done? (e.g. trying to look good, gain power or
status, ...)
• What emotional jobs is your customer trying get
done? (e.g. esthetics, feel good, security, ...)
• What basic needs is your customer trying to
satisfy? (e.g. communication, sex, ...)
1
2
3
5
6
CUSTOMER
JOBS

23. EXAMPLE
• Trio:
– Accompany a nice dinner
with something new and
of predictable quality.
– Appear as an original
person with good taste.
• Resort electric car:
– Transport, transfer, going
from one point to
another in far-flung
places (closed)
independently.

24. CUSTOMER
JOBS
• Activity 1
1. Individually, fill the box (5
minutes).
2. Choose two from the table
that display and receive
feedback (2 minutes each).
3. The rest of the table gives
feedback on the other
presentations (6 min total).

25. • What does your customer find too costly? (e.g. takes a lot of time, costs too
much money, requires substantial efforts, ...)
• What makes your customer feel bad?(e.g. frustrations, annoyances, things
that give them a headache, ...)
• What are the main difficulties and challenges your customer encounters?
(e.g. understanding how things work, difficulties getting things done,
resistance, ...)
• What risks does your customer fear? (e.g. financial, social, technical risks, or
what could go awfully wrong, ...)
• What common mistakes does your customer make? (e.g. usage mistakes, ...)
1
2
3
5
6
PAINS

26. Example
• Trio:
– Do not drink the same
thing (find alternatives).
– To drink a wine which
quality and flavor stay
stable over time
– Little budget to get what
you want.
• Resort electric car:
– Spending time and
energy walking
(tiredness).
– Having to wait for public
transport and bear all the
routes.
– Safety concerns during
the holidays.

27. PAINS • Activity 2
1. Individually, fill the box (5
minutes).
2. Choose two from the table
that display and receive
feedback (2 minutes each).
3. The rest of the table gives
feedback on the other
presentations (6 min total).

28. • Which savings would make your customer happy? (e.g. in terms of time, money
and effort, ...)
• What outcomes does your customer expect and what would go beyond his/her
expectations? (e.g. quality level, more of something, less of something, ...)
• What would make your customer’s job or life easier? (e.g. flatter learning curve,
more services, lower cost of ownership, ...)
• What do customers dream about? (e.g. big achievements, big reliefs, ...)
• How does your customer measure success and failure? (e.g. performance, cost, ...)
1
2
3
5
6
GAINS

29. EXAMPLE
• Trio:
– Simple to taste and
explain.
– Novelty.
– Show how original person
one is and that he/she
has good taste.
• Resort electric car:
– Have fun.
– Movility and
independence.
– Flexibility.
– Not using the car.

30. GAINS • Activity 3
1. Individually, fill the box (5
minutes).
2. Choose two from the table
that display and receive
feedback (2 minutes each).
3. The rest of the table gives
feedback on the other
presentations (6 min total).

31. What products and services you
offer that help a customer to
make a functional, social or
emotional work, or that help to
satisfy a basic need?
1
2
3
4
5
6
PRODUCTS
&
SERVICES

32. Example
• Trio:
– Red or white wine
assembly (3 vines in a
single bottle).
– Different mixtures with
varying levels of intensity
per vine.
• Resort electric car:
– Electric car (golf type) for
distances in extensive
holiday resorts.

33. PRODUCTS AND
SERVICES
• Activity 4
1. Individually, fill the box (5
minutes).
2. Choose two from the table
that display and receive
feedback (2 minutes each).
3. The rest of the table gives
feedback on the other
presentations (6 min total).

34. • ... produce savings? (e.g. in terms of time, money, or efforts, ...)
• ... make your customers feel better? (e.g. kills frustrations, annoyances, things
that give them a headache, ...)
• ... fix underperforming solutions? (e.g. new features, better performance,
better quality, ...)
• ... wipe out negative social consequences your customers encounter or fear?
(e.g. loss of face, power, trust, or status, ...)
• ... eliminate risks your customers fear? (e.g. financial, social, technical risks, or
what could go awfully wrong, ...)
• ... help your customers better sleep at night? (e.g. by helping with big issues,
diminishing concerns, or eliminating worries, ...)
2
3
4
5
6
PAIN
RELIEVERS

35. Example
• Trio:
– Wine at an accesible
price.
• Resort electric car:
– Be able to move yourself
or the whole family.
– Easy to park and no
maintenance.
– Low risk of accidents.

36. PAIN RELIEVERS • Activity 5
1. Individually, fill the box (5
minutes).
2. Choose two from the table
that display and receive
feedback (2 minutes each).
3. The rest of the table gives
feedback on the other
presentations (6 min total).

37. • ...create savings that make your customer happy? (e.g. in terms of time, money
and effort, ...)
• ... produce outcomes your customer expects or that go beyond their
expectations? (e.g. better quality level, more of something, less of
something, ...)
• ... copy or outperform current solutions that delight your customer? (e.g.
regarding specific features, performance, quality, ...)
• ... make your customer’s job or life easier? (e.g. flatter learning curve, usability,
accessibility, more services, lower cost of ownership, ...)
• ... create positive social consequences that your customer desires? (e.g.
makes them look good, produces an increase in power, status, ...)
2
3
4
5
6
GAIN
CREATORS

38. Example
• Trio:
– Distinguishes oneself as
original person.
– Innovative mix of flavors.
– Quality is stable over
tim)
• Carro eléctrico resort:
– Entertainment element.
– Unconcern of vehicle
safety.
– Without fuel.
– Autonomy for
transportation.

39. GAIN CREATORS • Activity 6
1. Individually, fill the box (5
minutes).
2. Choose two from the table
that display and receive
feedback (2 minutes each).
3. The rest of the table gives
feedback on the other
presentations (6 min total).

40. Red Ocean v/s Blue Ocean
Undifferentiated value propositions Innovative value propositions

41. Traditional Circus

42. Traditional Circus

43. Traditional Circus

44. Circo tradicional
Cirque du soleil

45. Cirque du soleil

46. COMPETITORS • Activity 7
1. Individually make a list
with the two most
important products /
companies / offers
competing (5 minutes)

47. COMPARAISON
ASPECTS
• Activity 8
1. Individually make a list
comparing aspects
between the
competition and the
entrepreneurship,
maximum 7 attributes
(10 minutes)
§ Earnings
§ Analgesics
§ Products / services /
solutions or prominent
features

48. COMPARAISON
TABLE
• Activity 9
1. Draw up the table,
assigning a score of
1-5 for each attribute
to each company.
A B Us
Attribute 1
Attribute2
Attribute 3
Attribute 4
Attribute 5
Attribute 6
Attribute 7

49. Competing for customers

50. Cirque Du Soleil Value Curve

51. www.p3-ventures.biz