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

6. business cycle
http://www.pitt.edu/~mgahagan/MFP.htm

7. Ansoff...

8. So how do you know
your new combo will
work...?

9. Iterations: Customer insight

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!