This case study showcases Apperian’s approach to developing its value proposition while demonstrating the way it succeeded with the Gain/Pain Ratio.
This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.com
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Value Proposition – Case – Apperian
1. Hi
Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition
Harvard innovation lab lab
@mjskok
STARTUP
SECRETS
Case Example: Apperian
An insider’s guide to unfair competitive advantage
Building a Compelling
Value Proposition
MICHAEL J SKOK
North Bridge Venture Partners
twitter: @mjskok mjskok.com
1
2. Hi
Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition
@mjskok
Value Proposition Template
• For (target customers)
• Who are dissatisfied with (the current
alternative)
• Our product is a (new product)
• That provides (key problem-solving
capability)
• Unlike (the product alternative)
2
3. Hi
Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition
@mjskok
Apperian (simplified)
• For Mobile Enterprises
• Who are unable to deliver Apps to users bringing
their own devices to work
• Our Enterprise App Services Environment (EASE)
• Provides for users to securely access Apps and
Information
• Unlike (MDM), our patented Cloud based (MAM)
solution is instantly turned on and scales to tens of
thousands of users
3
4. Hi
Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition
@mjskok
Gain/Pain ratio
•
•
•
•
•
•
•
Revenue
Cost savings
Time
People
Competitive advantage
Reputation
Etc..
•
•
•
•
•
•
Inertia
Switching costs?
Default = do nothing
Alternatives?
Good enough =
good enough!
RISK on a startup
•
•
•
•
•
•
Find (See)
Try
Buy
Implement
Deploy
Own – eg TCO
Pain
Inertia,
RISK
Gain
>10
4
5. Hi
Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition
@mjskok
Example - Apperian
Increase revenue by 40% at counters
Roll out 17,000 iPads
Deliver worldwide no IT touch required
Saved $2.5M+ in direct IT costs
5
6. Hi
Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition
Harvard innovation lab lab
@mjskok
START UP
SECRETS
Case Example: Apperian
An insider’s guide to unfair competitive advantage
Building a Compelling
Value Proposition
MICHAEL J SKOK
North Bridge Venture Partners
mjskok.com
twitter: @mjskok
6
Notas do Editor
For (target customers—beachhead segment only) Who are dissatisfied with (the current market alternative) Our product is a (new product category) That provides (key problem-solving capability). Unlike (the product alternative), We have assembled (key whole product features for your specific application).Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.
EGSilicon Graphics in Hollywood For post-production film engineers Who are dissatisfied with the limitations of traditional film editors Our workstation is a digital film editor That lets you modify film images any way you choose. Unlike workstations from Sun, HP, or IBM, We have assembled all the interfaces needed for post-production film editing.Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.