Week 4 - Value Proposition Design (AAP)
Week 4 - Value Proposition Design (AAP)
Inti dari value preposition design adalah tentang menerapkan alat (Tools) pada pencarian rumit (Search) untuk menghasilkan value preposition
yang konsumen butuhkan dan tetap menjaganya terus selaras dengan kebutuhan konsumen (Post-search)
Penggunaan Canvas – Pengujian Desain Nilai – Berevolusi sehingga nilai ini akan tetap relevan dengan kebutuhan konsumen
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Value Preposition Canvas
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1 Definisi
2 Desain Kanvas
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Steps in Value Prepositon Canvas
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3 Customer Profile
Customer Jobs
Menggambarkan hal – hal yang ingin diselesaikan oleh konsumen
anda. Hal tersebut mungkin saja permasalahan yang belum
terselesaikan, target pecapaian yang lebih baik, atau solusi yang tidak
sesuai dengan kebutuhan konsumen
Customer Pains
Menggambarkan sakit – ketidaknyamanan - ketidakcocokan dimana
hal tersebut menggangu konsumen sebelum, saat, dan setelah mecoba
memenuhi kebutuhannya. Rasa tidak cocok ini juga
menggambarkan risiko, potensi hasil buruk, dan kemungkinan
kebutuhan konsumen tidak terpenuhi.
Customer Gains
Menggambarkan hasil dan benefit yang diharapkan konsumen. Hal ini
juga memuat kebermanfaan fungsional, social, emosional dan bahkan
biaya yang lebih murah.
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Steps in Value Prepositon Canvas
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3 Customer Profile
4 Value Map
4 Value Map
Diharapkan dengan kanvas Value Map anda mampu secara detail menjelaskan nilai – nilai dari produk dan jasa.
Nilai – nilai ini diharapkan mampu “Fit” terhadap kebutuhan konsumen.
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Steps in Value Prepositon Canvas
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4 Fit
Pencapaian anda “Fit” Ketika konsumen mendapatkan pengalaman positif tetang value proposition – nilai yang mana terjadi apabila anda dapat
memenuhi kebutuhan konsumen, memenuhi ketidakpuasan yang dialami konsumen, dan dapat menciptakan nilai baru yang bermanfaat untuk
konsumen. “Fit” ini sangat sulit di dapatkan dan sulit di jaga sehingga terus berkembang adalah Pilihan anda
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Steps in Value Prepositon Canvas
IT’S LAUNCHPAD 2023
4 Fit
Product Customer
Benefits Experience
A benefit is what your product does for
the customer. The benefits are the ways The emotional drivers of decision
that the features make your customer’s making are things that we want to be,
life easier by do or have. Our wants are usually
increasing pleasure or conscious (but aspirational) thoughts
decreasing pain. The benefits of your about how we’d like to improve our Fears can be a strong
product are the really core of your value The product experience is the way that lives. They sometimes seem like driver of purchasing
proposition. The best way to list out the owning your product makes the daydreams but they can be powerful behaviour and can be
benefits of your product on the canvas is customer feel. It’s the sum total of the motivators of action. the hidden source of
to imagine all the ways that your product combined features and The wants speak more to the pull of wants and needs. For
makes your customer’s benefits. Product experience is our hearts and our emotions. any product there is a
life better. different to features and benefits because secret “pain of
it’s more about the emotional reasons switching“. Even if
Features why people buy your product and what it your product is better
means for them in their own lives. The than the competition, it
The customer’s needs are the
A feature is a factual description of how product experience is the kernel that will might not be a big
rational things that the customer
your product works. The features are the help identify the market positioning and enough improvement to
needs to get done. Interestingly,
functioning attributes of your product. brand essence that is usually built out of overcome the inertia of
needs are not always conscious.
The features also provide the ‘reasons to the value proposition. the status quo.
Customers can have needs that
believe’. Many FMCG marketers deride they may not know about yet.
the importance of features because Designers call these “latent
features are no longer a point of needs“. The needs speak
difference in most FMCG marketing. But
more to the pull of our heads and
for technology products and innovative
rational motivations.
new services the features on offer can still
be an important part of your value
proposition.
Product Ideal Customer Substitutes These are not just the obvious competitors, but also existing behaviours and
coping mechanisms. Remember that people made it this far in life without
Name your product or service Name your ideal customer your product. If your product isn’t better than the existing solutions then
you don’t have a real-world value proposition.
Designed by: Peter J. Thomson, based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. (https://www.strategyzer.com/canvas/value-proposition-canvas). PowerPoint implementation by: Neos Chronos
Limited (https://neoschronos.com). License: CC BY-SA 3.0
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