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Value Proposition Design - Deutsche Einführung

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alue Proposition Design - die perfekte Ergänzung zu Business Model Generation von Alex Osterwalder, Yves Pigneur, Greg Bernarda und Alan Smith (Strategyzer) - hilft systematisch und mit Hilfe des Customer Developments den Kunden zu verstehen um so Angebote zu erstellen, die die Bedürfnisse des Kunden perfekt bedienen. Wie findet man heraus, was Kunden wirklich wollen?

Durch Tools und Techniken aus der Lean Startup Bewegung hilft Value Proposition Design bei der Herausarbeitung wahrer Kundenbedürfnisse. Nach dem bewährten “Job-to-be-Done”-Ansatz (siehe unten) sowie das Aufspüren der “Pains & Gains” des Nutzers wird Empathie gewonnen. Im nächsten Schritt erfolgt die Gestaltung des Produktes, welches die "Schmerzen" des Kunden löst und die Erwartungen erfüllt. Hierbei helfen Übungen zu Customer Interviews. Denn nur wer den “Mom-Test” besteht, also seine eigene Mutter auch mal "Nein" zur Idee sagt, stellt die richtigen Fragen.

Als “Plug-In” zum Business Model Canvas hilft der Value Proposition Canvas bei der Herausarbeitung des Kundensegmentes als auch des Nutzversprechens – für innovative und erfolgreiche Geschäftsmodelle.

Publicada em: Negócios
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Value Proposition Design - Deutsche Einführung

  1. 1. Willkommen beim Institute for Business Innovation. Einführung Value Proposition Design Daniel Bartel | @danbar87
  2. 2. Es geht nichtum die Idee. Es geht darum ein Problem zu lösen. Es geht darum einen Bedarf zu bedienen. © Institute for Business Innovation 2
  3. 3. Denkein Problemen … nichtin LösungenoderIdeen! © Institute for Business Innovation 3
  4. 4. http://startupdigest.com/paul-bennett/ © Institute for Business Innovation 4
  5. 5. http://startupdigest.com/paul-bennett/ © Institute for Business Innovation 5
  6. 6. Auf der Suche nach Bedürfnissen (Needs), Wünsche (Wishes) und & unterschwelligen Motivatoren (Insights) © Institute for Business Innovation 6
  7. 7. Das Wertversprechen Drei Grundannahmen: •Es handelt sich nichtum eine Idee oder ein Produkt •Es geht darum, ein Problem zu lösen •Es geht um die Befriedigung eines Bedürfnisses (Value Proposition) http://www.youtube.com/watch?v=I5oa5nb7u9g © Institute for Business Innovation 7
  8. 8. Problem/Solution-Fit http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html WertversprechenValue Proposition NutzerCustomer Segment © Institute for Business Innovation 8
  9. 9. Welche“Jobs” versuchtder Nutzerzuerledigen? (funktional, sozial, emotional etc… ) http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html © Institute for Business Innovation 9
  10. 10. Der Job einesMilchschakes Video © Institute for Business Innovation 10 https://www.youtube.com/watch?v=f84LymEs67Y
  11. 11. Welche“Schmerzen” habensiedabei? (Hindernisse, Kosten, Situationen, Risiken…) http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html © Institute for Business Innovation 11
  12. 12. (Funktional, sozial, emotional, Ersparnisse…) WelchenNutzenerhofftsichder KundeimErgebnis? http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html © Institute for Business Innovation 12
  13. 13. Kundenprofil http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html © Institute for Business Innovation 13
  14. 14. Auf welchenProduktenoderServices basiertdie Value Proposition? (in-/tangible, digital, virtuell, finanziell…) http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html © Institute for Business Innovation 14
  15. 15. Wielöstdas Produktdie Schmerzen? http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html (Ersparnisse, Risiko-Minimierung, Abhilfe…) © Institute for Business Innovation 15
  16. 16. Wieentstehtder Nutzen? http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html (Verbesserungen, hoheGeschwindigkeit, Einfachheit…) © Institute for Business Innovation 16
  17. 17. Was? Warum? Design(beinflussbar) Empathie(nichtbeeinflussbar) http://businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html “Was” designenwir“Warum”? © Institute for Business Innovation 17
  18. 18. HILTI © Institute for Business Innovation 18
  19. 19. Rein hypothetisch … Alle Aussagen über Kunde und Wert sind reine Annahmen! Abbildung nach Alexander Osterwalder © Institute for Business Innovation 19
  20. 20. Mit dem Kunden sprechen! „Getout oftheBuilding“ Abbildung nach Alexander Osterwalder © Institute for Business Innovation 20
  21. 21. Der Wahrheit auf der Spur Annahmen schrittweise überprüfen Abbildung nach Alexander Osterwalder © Institute for Business Innovation 21
  22. 22. Der Wahrheit auf der Spur (II) Validierung der Lösung Abbildung nach Alexander Osterwalder © Institute for Business Innovation 22
  23. 23. Das „Lösungspuzzle“ Welche Lösung ist aus Sicht des Kunden geeignet? Abbildung nach Alexander Osterwalder © Institute for Business Innovation 23
  24. 24. Ausblick: Integration in den Business Model Canvas © Institute for Business Innovation 24
  25. 25. Fragen? Fragen. DANIEL BARTEL mail: db@ifbi.eu web: ifbi.eu

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