Value Proposition

Match an offer to a specific customer job and measurable benefit.

Procedure

• Name the job, current alternative, obstacles, and desired outcome.
• Map each offered feature to a relevant obstacle or gain.
• Remove features that lack a customer purpose.
• Observe use and willingness to pay separately.

Questions

• Which task becomes easier or more reliable?
• Will the customer pay rather than use the free alternative?

Evidence to collect

• Customer-job definition
• Observed task outcome
• Payment evidence

Limits

• Simulated interviews cannot establish willingness to pay.

Sources

• Strategyzer, Value Proposition Canvas: Main body

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