In the absence of customer value propositions, companies are
walking blindly in the marketplace.
Lurking behind the lack of customer value proposition is the real
issue – most businesses lack a deep understanding of their target
user. They don’t know how that user works and behaves.
Businesses don’t perceive the challenges that user faces each day.
Identifies the period of time in which the value proposition will be delivered.
A customer value proposition is specific to a key target user
Some products may have more than one key target user. In
those cases, a customer value proposition should be developed for
each key target user.
Next best alternative
The value experiences detailed in the customer value proposition
compare the expected use of your product with the next best
alternative for the key target user.
The wonderful thing about selecting the next best alternative is
that the entire organization gets a realistic view of how their
product will fare against their most daunting competition.
-Benefit experiences: the set of events that deliver positive value to the key target user when compared with the next best alternative.
-Parity experiences: the set of events that deliver equal value to the key target user when compared with the next best alternative.
- Trade-off experiences: the set of events that deliver negative value to the key target user when compared with the next best alternative.