Analytical &Creative

THINKING
SESSION 2

Value Proposition Design 1

Danang Y. Prakasa
(danang.yudha@pmbs.ac.id)

This material belongs to Universitas Prasetiya Mulya.

For private use only. Do not upload or share to public domain
Your Business Journey

BUSINESS
Why do businesses fail ?
 Focus Here!

http://bit.ly/2n1FOBl
https://www.youtube.com/watch?v=sfGtw2C95Ms
 Customer Job

• What functional jobs is your customer trying get done?

(e.g. perform or complete a specific task, solve a specific problem, …)

• What social jobs is your customer trying to get done?

(e.g. trying to look good, gain power or status, …)

• What emotional jobs is your customer trying get done?

(e.g. esthetics, feel good, security, …)

• What basic needs is your customer trying to satisfy?

(e.g. communication, …)
Negative emotions, undesired costs and situations, and risks that your customer
experiences or could experience before, during, and after getting the job done
 Customer Pain

• What does your customer find too costly?

(e.g. takes a lot of time, costs too much money, requires substantial efforts, …)
• What makes your customer feel bad?
(e.g. frustrations, annoyances, things that give them a headache, …)
• How are current solutions underperforming for your customer?
(e.g. lack of features, performance, malfunctioning, …)
• What are the main difficulties and challenges your customer encounters?
(e.g. understanding how things work, difficulties getting things done, resistance, …)
• What negative social consequences does your customer encounter or fear?
(e.g. loss of face, power, trust, or status, …)
The benefits your customer expects, desires or would be surprised by. This
includes functional utility, social gains, positive emotions, and cost savings.
 Customer Gain
• Which savings would make your customer happy?
(e.g. in terms of time, money and effort, …)

• What outcomes does your customer expect and what would go beyond
his/her expectations?
(e.g. quality level, more of something, less of something, …)

• How do current solutions delight your customer?

(e.g. specific features, performance, quality, …)

• What would make your customer’s job or life easier?

(e.g. flatter learning curve, more services, lower cost of ownership, …)
Ranking Jobs, Pains, & Gains

• Although individual customer preferences vary, you need to

get a sense of customer priorities.
• Investigate which jobs the majority consider important or
insignificant.
• Find out which pain they find extreme versus merely
moderate. Learn which gains they find essential and which are
simply nice to have.
EXAMPLE
 Perform like a
sports car
Long range: +300

Customer Profile km

High safety
Attractive design

Commute to
ratings work

Always up-to-date Convey an image of

features success

Differentiate
from others
Long recharging time
Occasionally travel
long distances
Frequent recharging

Be in sync with
Geeky perception personal values
Lack of space

Fear of dead battery

 Common Mistakes
• Mixing several customer segments into one profile
• Mixing jobs and outcomes
• Focusing on functional jobs only and forgetting social
and emotional jobs
• Listing jobs, pains, and gains with your value
proposition in mind
• Being too vague in descriptions of pains and gains
• Gains are not the opposite of pains!
Gains are not the opposite of pains!
EXERCISE
Create your own version of Value Proposition Canvas for “BREAKFAST
SOLUTION”! Do this exercise in pairs, interview each other to identify
your “customer’s” jobs to be done, pains, and gains.

 
Value Map
NEXT WEEK(S) AGENDA
(No Zoom Meeting, but you still need to fill attendance in LMS)

WEEK 3 WEEK 4 WEEK 6 & 7

• Field • Submit your • Present your

observation report findings!

1. Use the VPD Canvas tool (Customer profile: Jobs, Pains & Gains) to
identify current problem(s) related to the ACT Theme this for this
semester: Staying Productive at Home
2. Use observational and in-depth interview technique(s) to find the root
cause of the problems. You have to interview minimum of 4 persons with
similar profiles. The interviewee MUST NOT be any students from
Universitas Prasetiya Mulya
3. Documentation is a must! (recordings and photos)
4. Interview guideline is available in a separate file.
GROUP ASSIGNMENT:
Interview results to be submitted in Week 4

Field Observation Report Content:

∙ Detailed customer data
∙ Value Proposition Canvas -
Customer Profile side (JOBS, PAINS,
GAINS)
∙ Photo of online interviews
∙ Links of interview recordings