3.2 Present a value proposition
The value proposition canvas presents a structured way of developing a business model canvas. In some contexts, there might be a need to quickly introduce the idea in terms of what you are working on. In these cases, you might consider the suggestions of Osterwalder et al. (2014, p. 82) to use a sentence formulated like the following:
Our (product and services) help(s) (customer segment) who want to (jobs to be done) by (introducing gains) and reducing (introduce customer pains).
This approach is a simplification, but it enables you to pitch your ideas in a simple and clear manner.
Activity 6
Think about the value proposition related to Use Case 5 – rural logistics. Select the correct phrase from the drop-down options to complete the sentence.
Answer
Product and services: drone and drone fleet management system
Customer segment: national agencies dealing with emergencies
Jobs to be done: deliver small parcels (e.g. medicines)
Introducing gain creators: enabling their delivery in areas not reachable by land during a disaster
Introducing pain relievers: offering a fast response and reducing risks for rescuers
It is important to note that this approach is a simplification, and that this short presentation should be adapted to the particular context. For instance, if you are addressing a national agency representative, it could be more important to concentrate on the gains offered by the centralised fleet management and the scalable investment.
In Week 8, you will find additional suggestions on how to present innovative ideas.