b2b marketing assignment
L. La Rocca page 17
C u
sto m
er P ro
file C u
sto m
er P a
in s
Source: A. O sterw
alderet al.2014. Value Proposition Design.
U ndesired outcom
es, problem s and
characteristics C
a n
b e
F u
n c t io
n a
l (“ t h
is s
o lu
t io
n d
o e
s n
o t w
o r k
o r d
o e
s n
o t
w o
r k
w e
ll… ” ), S
o c ia
l (“ I lo
o k
b a
d d
o in
g t
h is
” ), o
r E
m o
t io
n a
l (“ I
fe e
l b a
d w
h e
n I d
o t
h is
” )
O bstacles
W h
a t p
re v e
n t s c
u s to
m e
rs fro
m e
v e
n g
e tt
in g
s ta
r te
d w
it h
a jo
b o
r
t h
a t s
lo w
s jo
b s d
o w
n (“
W e
c a
n ’t
a ffo
rd a
n y o
f t h
e e
x is
t in
g
s o
lu tio
n s o
n th
e m
a r k e
t).
Risks (undesired potential outcom es)
T h
in g
s
t h
a t c
o u
ld g
o w
ro n
g a
n d
h a
v e
im p
o r ta
n t n
e g a
t iv
e
c o
n s e
q u
e n
c e
s .
A n
y t h
in g
t h
a t a
n n
o y s y
o u
r c
u s to
m e
r b
e fo
re , d
u r in
g a
n d
a fte
r
t r y in
g to
g e
t a
jo b
d o
n e
. A ls
o , p
o te
n t ia
l b a
d o
u tc
o m
e re
s u
lt in
g
fro m
g e
tt in
g a
jo b
d o
n e
b a
d ly
o r n
o t a
t a
ll.
A nalyzing pains m
ust be as concrete as possible (for exam ple, w
hat does “lack of perform
ance” m ean? W
hat is the acceptable lim it?
L. La Rocca page 23
V a
lu e M
a p
P a
in relievers
Source: A. O sterw
alderet al.2014. Value Proposition Design.
Fix underperform ing solutions?
B y in
t ro
d u
c in
g n
e w
fe a
t u
re s , b
e tte
r p
e r fo
r m
a n
c e
, e n
h a
n c e
d q
u a
lit y …
W ipe out perceived negative social consequences
L o
s s o
f fa c e
o r lo
s t p
o w
e r, t
r u
s t , o
r s
ta t u
s
H o
w y
o u
r p
ro d
u c t s a
n d
s e
r v ic
e s a
lle v ia
te
s p
e c ific
c u
s to
m e
r p
a in
s . T
h e
y a
re
e x p
lic itly
ta rg
e te
d a
t th e
s e
p a
in s .
N o need to focus on all pains. W
inning value propositions focus on a few
m ain points that they alleviate extrem
ely w ell
M ake your m
ain persona feel better ? B
y k
illin g
fr u
s t ra
t io
n s , a
n n
o y a
n c e
, o r o
t h
e r t
h in
g s t
h a
t g
iv e
t h
e m
a h
e a
d a
c h
e …
Elim inate barriers that prevent adoption of your Value
Propositions In
tro d
u c in
g lo
w e
r o
r n
o u
p fro
n t in
v e
s tm
e n
t c
o s t s …