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SMART STARTUP Бизнес инструментарий
для стартапов
Введение
Партнеры:
2
Этот курс поможет
Вам превратить
бизнес-идею в
успешный бизнес-
проект
4
SEGWAY – ОЖИДАНИЯ
«Выручка Segway превысит 1 млрд.
долл., быстрее, чем у любой из
существующих компаний» Джон Доерр,
крупный венчурный инвестор
«К концу 2002 года компания будет
производить 10 000 Segway в
неделю» Дин Кэмен,
основатель проекта
5
SEGWAY – РЕЗУЛЬТАТ
Не смотря на огромный
рекламный бюджет,
технологически
совершенный продукт и
мощнейшую PR
поддержку за 5 лет было
продано всего 24 000
устройств.
6
Продукт удовлетворял
несущественные для
широкой аудитории
потребности
SEGWAY – РЕЗУЛЬТАТ
Тестирование/Продвижение
1000 велосепидистов повлияли на конечный дизайн продукта
GOTHAM BIKE LIGHT
Продвижение/Тестирование
Публикации в профильных онлайн СМИ/сообществах
Собственный блог
Посадочная страница 15 видео в YouTube
GOTHAM BIKE LIGHT
11
Тестирование/Предпродажи
Необходимая для промышленного производства сумма собрана всего за 15 часов
GOTHAM BIKE LIGHT
13
DROPBOX Тестирование/Продвижение
Обратная связь:
12 000 diggs
5 000 -> 75 000 заявок на Beta
3 минут видео, показывающее
как МОЖЕТ работать сервис
14
DROPBOX Тестирование/Предпродажи
Простая Landing page для формирования контактной базы заинтересованных клиентов
15
DROPBOX Традиционные способы продаж
Нанят первоклассный
специалист по продажам
Активно используют
контекстную рекламу
«Скрывают» возможность
выбора бесплатного
аккаутна для посетителей из
платных источников
«Первая половина графика – результат моей усердной работы, профессионального мастерства и настойчивости. Во второй половине виновата
гравитация»
16
DROPBOX Традиционные способы продаж
Результат: Показы – 648 540
Переходы – 706 (0,11%)
Регистрации – 74
Платных подписок – 4
Стоимость клика – $1.65
Затраты на приобретение клиента -
$291
Выручка от продажи
продукта - $99
DROPBOX Из контакта с клиентами найдены эффективные способы привлечения
Новая стратегия продвижения: Побуждать пользователей к
сарафанному радио и вирусному
распространению
Реферальная программа с
двусторонней инициативой мгновенно
увеличила число регистраций на 60% (за 30 дней пользователи сами разослали 2.8 млн.
приглашений друзьям)
«Инструменты» для распространения (20% регистраций происходит в результате «расшэрвания»
пользователями папок и файлов)
Опросы, сплит тесты, оптимизация
процесса регистрации
Аналитика
Типичный клиент узнает о сервисе от друзей или из
блогов
«Я не осознавал, что мне нужен такой сервис»
«Он действительно работает»
Клиент очень доволен и делится с друзьями
ЭТАПЫ РЕАЛИЗАЦИИ
СТАРТ-АПА
Бизнес-
модель
Тест и
доработка
Бизнес-
план
MVP
(прототип)
Краудфанди
нг
Идея
Бизнес-
план
ГЛАВА 1
ГЛАВА 2
ГЛАВА 3
ГЛАВА 4
ГЛАВА 5
ГЛАВА 6
Масштабир
ование,
инвестиции
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
21
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
22
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
23
1. СЕГМЕНТЫ ПОТРЕБИТЕЛЕЙ
И ЦЕННОСТНОЕ ПРЕДЛОЖЕНИЕ
Основополагающим элементом бизнес-модели является установление убедительной связи между целевыми аудиториями и ценностными предложениями, которые предлагает им проект.
25
Ценностное предложение Бесплатный
поиск в Интернет
Контекстная реклама
Целевая аудитория
Пользователи Интернет
Компании рекламодатели
Skype
Ценностное предложение Бесплатные звонки через Интернет
Дешевые звонки на межгород
Целевая аудитория
Пользователи Интернет
Пользователи Интернет
звонящие на телефоны
Gillette
Ценностное предложение
Комфортное бритьё
Целевая аудитория
Мужчины
Школа танцев
Ценностное предложение
?
Целевая аудитория
?
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
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The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
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Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning cur ve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning cur ve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning cur ve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning cur ve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning cur ve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
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Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
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1. СЕГМЕНТЫ ПОТРЕБИТЕЛЕЙ
И ЦЕННОСТНОЕ ПРЕДЛОЖЕНИЕ
37
The Value Proposition Canvas
Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effor t, …)
Produce outcomes your customer expects or that go
beyond their expectations? (e.g. better quality level, mor e of something, less of something, …)
Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …)
Make your customer ’s job or life easier? (e.g. flatter learning cur ve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, pr oduces an increase in power, status, …)
Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …)
Fulfill something customers ar e dreaming about? (e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or effor ts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions? (e.g. lower or no upfr ont investment costs, flatter learning cur ve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compar e offers,
decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
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 under performing 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 wor k, difficulties getting things done,
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear? (e.g. financial, social, technical risks , or what could go awfully wr ong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer fr om adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?(e.g. perform or complete a specific task, solve a specific pr oblem, …)
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status , …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status , …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job is done, because that may impose
constraints or limitations. (e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effor t, …)
What outcomes does your customer expect and w hat
would go beyond his/ her expectations? (e.g. quality level, mor e 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 cur ve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire? (e.g. makes them look good, incr ease in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measur e success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value PropositionCreate one for each Customer Segment in your Business Model
Покупатель+
Со-автор
П р о д а в е ц
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Как+ЦП+создает+результаты,+которые+ожидает+потребитель+ или+ которые+ превосходят+ его+ожидания?+
Копирует+ или+ превосходит+ существующие+п р е д л о ж е н и я ,+ к о т о р ы е+ н р а в я т с я+потребителям?+
Как+упрощает+Задачи+клиентов?+
Создает+положительный+социальный+эффект+для+ЦА?+
Вспомогательные вопросы:
Предоставляет+то,+что+нужно+клиенту?+
Помогает+ добиться+ того,+ о+ чем+ мечтают+клиенты?+
ЦП+ соответствует+ критериям,+ по+ которым+клиенты+оценивают+продукт?+
Упрощает+внедрение?+
Как+ ЦП+ создает+ интересные+ клиентами+экономии?+
Почему+клиент+не+будет+расстроен?+
Как+улучшает+существующие+решения?+
Как+решит+проблемы+и+сложности+с+которыми+сталкивался+клиент?+
Как+исключает+нежелательный+ социальный+эффект?+
Как+ исключает+ риски ,+ которых+ боятся+клиенты?+
Как+исключает+серьезные+беспокойства+ЦА?+
Как+ЦП+исключат+распространенные+ошибки+клиентов?+
Как+снижает+барьеры,+удерживающие+ЦА+от+внедрения+новых+решений?+
Вспомогательные вопросы:
Какие+виды+экономии+им+инетересны?+
Какие+результаты+потребления+будут+соответствотвать+или+превзойдут+их+ожидания?+
Какие+аспекты+существующих+на+рынке+решений+наиболее+интересны+ЦА?+
Что+«упрощает+жизнь»+ЦА?+
В+каких+социальных+выгодах+заинтересована+ЦА?+
Что+важно+клиентам+и+чего+не+предлагают+конкуренты?+
О+чем+мечтает+ЦА?+
Как+ЦА+оценивают+предложения?+
Какие+факторы+увеличивают+вероятность+выбора+из+ряда+конкурирующих+предложений?+
Вспомогательные вопросы:
Какие+затраты+наиболее+неприятны+для+ЦА?+
Что+ сильнее+ всего+ расстраивает+ ЦА+ в+существующих+решениях?+
Чем+не+устраивают+существующие+решения?+
Каковы+ наиболее+ значимые+ для+ ЦА+ проблемы/сложности?+
Каковы+негативные+социальные+последствия,+которых+боится+ЦА?+
Каких+рисков+опасается+ЦА?+
Каковы+основные+причины+беспокойства+ЦА?+
Какие+ распространенные+ ошибки+ допускают+ ваши+потенциальные+клиенты?+
Что+удерживает+ЦА+от+использования+новых+решений?+
Вспомогательные вопросы:
Какие+работы+(проблемы)+вы+помогаете+выполнить+(решить)+ЦА?+
Какие+социальные+задачи+вы+помогаете+решить?+
Какие+ эмоциональные+ потребности+ вы+ помогаете+удовлетворить?+
Какие+ базовые+ потребности+ вы+ помогае те+удовлетворить+клиентам?+
Вспомогательные вопросы:
Приобрести
навыка танца
Поддержание и развитие проф.
формы
Школа современных танцев
Задача
Низкая квалификация
тренеров
Плохие
«бытовые
условия»
Встречи с выдающимися танцорами
Новые
знакомства
Групповые
тренировки
Индивидуальные тренировки
Молодые танцоры
Молодежь желающая научиться
Мастер-классы
Наглядный
пример
«Звездные» мастер-классы
Тренеры - призёры
чемпионатов
Душевые, зона
отдыха,
раздевалки
Плохое оборудование Хороший пол,
зеркала, аудиосистема
Зона отдыха,
онлайн-
сообщество
Мастер-классы,
открытые уроки «профи»
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
38
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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2. ВЗАИМООТНОШЕНИЯ С
КЛИЕНТАМИ
42
Кросс продажи
Увеличение чека
2. ВЗАИМООТНОШЕНИЯ С
КЛИЕНТАМИ
43
Взаимоотношения с клиентами
Работа с
сообществами
Привлечение: осведомленность, интерес, выбор
Собственное
сообществ
Удержание: обновления, обратная связь Развитие: Премиальные предложения, сопутствующие товары, рекомендации
Контекстная
реклама Привлечение: осведомленность, интерес
Публикации в
профильных
блогах и СМИ
Привлечение: осведомленность, интерес, выбор
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
44
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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3. КАНАЛЫ ПРОДАЖ
48
48
Каналы продаж
Свой сайт
Электронный: возможность приобрести абонемент или получить бесплатный демонстрационный абонимент на сайте
В Школе
танца
Физический: продажа всех услуг Школы на стойке рецепции
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
49
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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4. ИСТОЧНИКИ ВЫРУЧКИ
51
Продажа товаров и/или
услуг
Абонентская плата
Аренда Лицензирование
За что брать плату? Как формировать цену?
Агентское вознаграждение
Реклама
Цена зависит от объёма
Ценность для клиента
Затраты + наценка
Рынки и аукционы
Управление доходностью
Договорная цена
4. ИСТОЧНИКИ ВЫРУЧКИ
54 54
54
Источники выручки
Почасовая оплата индивид.
тренировок
Абонементы
на групповые
тренировки
Месячные, квартальные, годовые абонементы: фиксированная цена основанная на затратах
Платные мастер-классы
Продажа услуг: ценообразование, исходя из ценности для клиента
Почасовая оплата индивидуальных тренировок с лучшими тренерами: затраты + наценка
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
55
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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5. КЛЮЧЕВЫЕ РЕСУРСЫ
56 56 56
56
Ключевые ресурсы
Долгосрочная аренда
помещения
Собственные
учебные
программы
Интеллектуальная собственность: разработка качественных учебных программ
Штатные тренеры
Персонал: отвечает требованиям клиентов групповых занятий
Материальный ресурс: позволяет осуществлять деятельность и требует инвестиций в отделку и оборудование
Программное обеспечение
Интеллектуальная собственность на собственный сайт и CRM систему
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
58
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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6. АКТИВНОСТИ
59
Разработка новых продуктов
Маркетинг
Исследования
Продажи
Производство
59 59
59
Активности
Маркетинг
Инновации
Организация разработки новых методик и программ обучения Обучение тренеров новым программам
Оказание услуг
Организация и планирование групповых и индивидуальных занятий Система контроля качества
Продажи
Показ залов, дни открытых дверей, бесплатные мастер-классы Продажа абонементов и отдельных услуг
Работа с профильными сообществами Формирование и развитие собственного сообщества Создание полезного контента Контекстная
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
61
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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7. ПАРТНЕРЫ
62
62
Партнеры
Разработка и поддержка ПО
Профильные
СМИ
Размещение/продажа/реклама продукции Дружественные публикации
SMM и SEO
Профессиональная работа с сообществами Поисковая оптимизация
Разработка и обновление ПО Хостинг CRM решение
Стратегический альянс
Совместная компания
Поставщики клиентов
Поставщик Кооперативная конкуренция
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
63
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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8. ОПЕРАЦИОННЫЕ РАСХОДЫ
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Расходы на ключевые активности
Административные расходы (офис, персонал, налоги и т.п.)
Платежи партнерам
Коммерческие расходы (реклама, продвижение)
Расходы на доступ к ключевым ресурсам 64
Операционные расходы
Аренда помещения и «коммуналка»
Обновление сайта
SMM и SEO
Разработка
новых
программ
Операционные расходы
Проведение бесплатных
мастер-классов
Фонд оплаты труда
Контекстная реклама
Обучение
тренеров
БИЗНЕС-МОДЕЛЬ
Бизнес-модель – укрупненная схема из 9 блоков, полностью описывающая, как будет работать бизнес, основанный на выбранной бизнес-идее.
65
Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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АНАЛИЗ РЕЗУЛЬТАТОВ
После заполнения всех 9 блоков необходимо убедиться в том, что информация в них не противоречива и корректно описывает бизнес-модель. Для этого надо проверить, что каждое ценностное предложение, взаимоотношения с клиентом и каналы продвижения обеспечены собственными или партнерскими ресурсами, а также активностями необходимыми для их реализации. Операционные расходы в свою очередь должны отражать затраты на текущее использование этих ресурсов, активностей и работу с партнерами.
66 Партнеры Активности
Ресурсы
Ценностное
предложение
Взаимоотношения
с клиентом
Сегменты
потребителей
Каналы
продаж
Источники выручки Операционные расходы
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