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 1-­‐Minute	
  Value	
  Proposi2on	
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  (VPA)	
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  Value	
  Proposi2on	
  Canvas	
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  1-­‐Minute	
  Value	
  Proposi2on	
  Act	
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  A	
  Universal	
  Decision-­‐making	
  Temp...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
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The 1-Minute Value Proposition Act for Alexander Osterwalder's VALUE PROPOSITION CANVAS: ReDesign Your Value Proposition in 1 Minute


***
The essence of strategy is to find a different [but profitable] value proposition.”
Michael Porter
***

The life and death of a business depend on its Value Proposition. Everything a business is and does depend on its Value Proposition. In spite of the importance of the Value Proposition, especially for startups who have not yet found Product-Market fit, it's surprising that simple, robust, and scalable tools do not exist for rapidly designing, analyzing, improving, and managing Value Propositions.

Recently, Alexander Osterwalder - a co-author of the Business Model Generation book - developed the Value Proposition Canvas as a practical and brand new tool that startups can use to achieve Product-Market fit. Despite an attempt at being comprehensive, Osterwalder's Value Proposition Canvas does not suggest how an organization can develop a "Value Proposition Statement." In addition, Osterwalder's Value Proposition Canvas is complex and time-consuming to use. Finally, the visual structure of Osterwalder's Value Proposition Canvas does not follow the Job-To-Be-Done (JTBD) Principle of "Customers Hire Products/Services to Get Jobs Done." The diagram of the Value Proposition Canvas focuses on "Product/Service" and "Job-To-Be-Done" while omitting "Customers."

The 1-Minute Value Proposition Act (VPA) provides an intuitive visual framework that allows anyone to develop( elements of) a Value Proposition in 1 Minute. The structure of the 1-Minute Value Proposition Act follows the Job-To-Be-Done (JTBD) Principle: "Customers Hire Products/Services to Get Jobs Done." The Value Proposition Act explicitly presents the 3 parts of the Job-To-Be-Done (JTBD) Principle: Customers; Products; Job-To-Be-Done.

The 1-Minute Value Proposition Act can also be scaled to facilitate testing and management of a Value Proposition Statement as well as Value Proposition Artifact while achieving Product-Market Fit. The 1-Minute Value Proposition Act uniquely synthesizes the latest ideas on how to design, analyze, improve, and manage Value Propositions while achieving Product-Market fit.

Try out the 1-Minute Value Proposition Act and reDesign your Value Proposition to attract more customers.

Your feedback would be appreciated.

Best,
Rod.

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The 1-Minute Value Proposition Act for Alexander Osterwalder's VALUE PROPOSITION CANVAS: ReDesign Your Value Proposition in 1 Minute

  1. 1.  1-­‐Minute  Value  Proposi2on  Act  (VPA)  for  Alexander  Osterwalder’s  Value  Proposi2on  Canvas                                        A  Be%er  Way  to  Understand  and  Predict  Customers’  Adop8on,  Hiring,  and  Buying  Decisions   PRODUCT/SERVICE/TOOL:   Value  Proposi8on  Canvas         -­‐     +   CUSTOMER/CONSUMER   (PROTAGONIST:  Most  Dissa4sfied)         -­‐   +     JOB-­‐TO-­‐GET-­‐DONE   (MOTIVATION:  Help  me/us  …)           -­‐   +   VALUE  PROPOSITION  PLOT   Similarity:  ………………………….…..………   Differen4a4on:  …..……………………………   WHY  (ACT/BUY,  NOW)?     #VPGen.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h%p://businessmodels.ning.com  &  h%p://twi%er.com/RodKuhnKing   VPA   For  more  informa4on  on  the  Value  Proposi4on  Canvas  (VPC),  see  hKp://www.businessmodelgenera4on.com/downloads/value_proposi4on_canvas.pdf     For  more  informa4on  and  case  studies  on  the  1-­‐Minute  Value  Proposi4on  Act  (VPA),  see  hKp://www.slideshare.net/RodKing/1minute-­‐value-­‐propos     Key   -­‐      PAIN:  “undesirable”  impact     +    DELIGHT:  “desirable”  impact                                :  Informa8on  flow                 Value  Proposi4on  Statement:  …………………………………………………………………………………………………………  
  2. 2.              1-­‐Minute  Value  Proposi2on  Act  (VPA):  A  Universal  Decision-­‐making  Template  (Checklist)                                          A  Be%er  Way  to  Understand  and  Predict  Customers’  Adop8on,  Hiring,  and  Buying  Decisions   PRODUCT/SERVICE/TOOL   (PROP)   q  What  product/service/tool  is   being  offered?     -­‐     +   CUSTOMER/CONSUMER   (PROTAGONIST:  Most  Dissa4sfied)   q  Who  is  the  customer/consumer?       -­‐   +     JOB-­‐TO-­‐GET-­‐DONE   (MOTIVATION:  Help  me/us  …)   q  What  is  the  customer  job-­‐to-­‐get-­‐ done  or  task?  Where?  When?  How?   q  What  is  the  business  job-­‐to-­‐get-­‐ done  or  task?    Where?  When?  How?     -­‐   +   VALUE  PROPOSITION  PLOT   q Similarity:  What  are  similari4es  with   exis4ng  products/services/tools?   q Differen8a8on:  What  are  differences   from  exis4ng  products/services/tools?   WHY  (ACT/BUY,  NOW)?     #VPGen.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h%p://businessmodels.ning.com  &  h%p://twi%er.com/RodKuhnKing   Key   -­‐      PAIN:  “undesirable”  impact     +    DELIGHT:  “desirable”  impact                                :  Informa8on  flow                 VPA            (Pain?)                                              (Delight?)            (Pain?)                                              (Delight?)            (Pain?)                                              (Delight?)   Value  Proposi4on  Statement:  …………………………………………………………………………………………………………  
  3. 3.                                      1-­‐Minute  Value  Proposi2on  Act  (VPA):  A  Universal  Decision-­‐making  Template                                              A  Be%er  Way  to  Understand  and  Predict  Customers’  Adop8on,  Hiring,  and  Buying  Decisions   PRODUCT/SERVICE/TOOL   (PROP)         -­‐     +   CUSTOMER/CONSUMER   (PROTAGONIST:  Most  Dissa4sfied)         -­‐   +     JOB-­‐TO-­‐GET-­‐DONE   (MOTIVATION:  Help  me/us  …)           -­‐   +   VALUE  PROPOSITION  PLOT   Similarity:  ………………………….…..………   Differen4a4on:  …..……………………………   WHY  (ACT/BUY,  NOW)?     #VPGen.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h%p://businessmodels.ning.com  &  h%p://twi%er.com/RodKuhnKing   VPA   Key   -­‐      PAIN:  “undesirable”  impact     +    DELIGHT:  “desirable”  impact                                :  Informa8on  flow                 Value  Proposi4on  Statement:  …………………………………………………………………………………………………………  

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*** The essence of strategy is to find a different [but profitable] value proposition.” Michael Porter *** The life and death of a business depend on its Value Proposition. Everything a business is and does depend on its Value Proposition. In spite of the importance of the Value Proposition, especially for startups who have not yet found Product-Market fit, it's surprising that simple, robust, and scalable tools do not exist for rapidly designing, analyzing, improving, and managing Value Propositions. Recently, Alexander Osterwalder - a co-author of the Business Model Generation book - developed the Value Proposition Canvas as a practical and brand new tool that startups can use to achieve Product-Market fit. Despite an attempt at being comprehensive, Osterwalder's Value Proposition Canvas does not suggest how an organization can develop a "Value Proposition Statement." In addition, Osterwalder's Value Proposition Canvas is complex and time-consuming to use. Finally, the visual structure of Osterwalder's Value Proposition Canvas does not follow the Job-To-Be-Done (JTBD) Principle of "Customers Hire Products/Services to Get Jobs Done." The diagram of the Value Proposition Canvas focuses on "Product/Service" and "Job-To-Be-Done" while omitting "Customers." The 1-Minute Value Proposition Act (VPA) provides an intuitive visual framework that allows anyone to develop( elements of) a Value Proposition in 1 Minute. The structure of the 1-Minute Value Proposition Act follows the Job-To-Be-Done (JTBD) Principle: "Customers Hire Products/Services to Get Jobs Done." The Value Proposition Act explicitly presents the 3 parts of the Job-To-Be-Done (JTBD) Principle: Customers; Products; Job-To-Be-Done. The 1-Minute Value Proposition Act can also be scaled to facilitate testing and management of a Value Proposition Statement as well as Value Proposition Artifact while achieving Product-Market Fit. The 1-Minute Value Proposition Act uniquely synthesizes the latest ideas on how to design, analyze, improve, and manage Value Propositions while achieving Product-Market fit. Try out the 1-Minute Value Proposition Act and reDesign your Value Proposition to attract more customers. Your feedback would be appreciated. Best, Rod.

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