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5 of the most searched for Value-Proposition examples

How to generate more sales for your eCommerce business

Value-Proposition Canvas example

A Value-Proposition (V-Ps) is a term which many of us have an understanding of, but find difficult to explain clearly. What can make the process easier is by looking at Value-proposition examples from other businesses, whether they are good or bad.

In this article, we’ve composed a list of five of the most searched for Value-Proposition examples. Forgive us for referencing large companies, as this is what has generated the most consumer interest.

Maybe this will inspire another article on the best V-Ps within small to medium businesses. Have you got a really good V-P? Please give us a shout if you do and we’ll consider it for our next article.

Have you heard of the Value-Proposition Canvas?

The Value-Proposition Canvas was a tool designed by Alex Osterwalder to help businesses to understand their customers.

When you consider that 72% of new product or service innovations fail to deliver on expectations (Strategyzer), you could say that understanding your customers is important.

Start building your V-P Canvas by mapping out your Persona Canvas. This will help you to step into the shoes of the customer and have a common ground with your team on the characteristics of your persona.

Let’s have a look at an example of a Persona Canvas for Tesla:

Some of the detail in the above image may seem trivial, but it’s important to hone in on as many characteristics about your persona so that you can start to familiarise yourself with common interests and behaviours.

How to craft a V-P Canvas

A V-P canvas isn’t easy to put together, so it’s split into two parts called the ‘Customer Profile’ and the ‘Value Map’ to make it more straightforward.

Customer profile

In the first section of the ‘Customer profile,’ you describe the jobs the customer wants to get done e.g. functional, social and emotional.

In the second section, you list the pain points that your customers have. Then in the final section, you list the ‘gains’ which are the results and benefits that your customers hope to achieve.

Value Map

In the first section of the Value Map, you describe the products and services which you offer. Then in the second and third section, you outline how they solve customer problems and help customers to achieve their gains.  

A good V-P canvas aligns the customer profile and the Value-Proposition, so the end result is that your products and services fit the needs and wants of your customers.

Source: B2B International

Value proposition canvas example – Uber

Value-Proposition:                                                                                    

Products and services:                                                                                              

  • UberX                                                                                             
  • Passenger Mobile App
  • UberXL

Pain relievers:

  • Driver ratings
  • 24/7 availability of cars
  • Updates on arrival time
  • Flawless automatic payment

Gain creators:

  • Navigate your trip on the map
  • Credit or debit card payments, automatically
  • Rating system
  • The ability to manage all trip details on a single platform

Customer Profile:

Customer Job(s):   

  • Contact a good taxi service
  • Control cost for the ride
  • Pay for the trip
  • Wait for the taxi for an unknown amount of time

Pains:

  • Low cab availability
  • Need to book a taxi in advance
  • Bad drivers
  • Issues with payment for the taxi service (cash or card)

Gains:

  • Track your cab
  • Trusted driver
  • Zero time on payment
  • One click-order/cancellation

Value proposition canvas example – Airbnb

Value-Proposition:                                                                                    

Products and services:                                                                                                

  • Booking online or from a mobile phone or tablet
  • Booking and paying contact through trusted services                                                                               
  • Program for homeowners
  • Detailed profiles and reviews
  • 24/7 customer support

Pain relievers:

  • Search according to personal preferences
  • Lower prices through cutting the middlemen
  • Visitor reviews
  • Online booking through a website or app
  • Easy and fast finding a place to stay

Gain creators:

  • Easy to use interface
  • Matching service between homeowner and traveller
  • Find the best possible stay experience

Customer Profile:

Customer Job(s):   

  • Comparing and booking of a holiday home
  • Find the best combination of price, stay and experience
  • Negotiating with travel companions

Pains:

  • There are too many holiday homes, no easy way to filter
  • Difficult to find the right price for a good price
  • Not sure that what is promised is what I will get

Gains:

  • Share the search with travel companions
  • The experience of a local
  • Easy comparison between holiday homes

Value proposition canvas example – Tesla

Value-Proposition:                                                                                    

Products and services:                                                                                                

  • Model X
  • Model S
  • Few options
  • 8 year battery warranty

Pain relievers:

  • Long range
  • Charging networks

Gain creators:

  • 0-60mph in under 5 seconds for many of the models
  • Focus on Design and Style
  • Autonomous car
  • High-tech feel – 17” touch screen

Customer Profile:

Customer Job(s):   

  • Commute to work
  • Convey an image of success
  • Be different from others
  • Ocassional long distance trip

Pains:

  • Fear of dead battery
  • Lack of charging stations
  • Buy before the price drop
  • Safety of cars
  • Frequent charging

Gains:

  • Brand recognition
  • High safety ratings
  • Seating 4-7
  • High-end battery tech
  • Perform like a sports car
  • Range of 250 – 400 km
  • Compliments from friends
  • Design

Value proposition canvas example – Slack

Value-Proposition:                                                                                    

Products and services:                                                                                                

  • Stores all messages
  • ‘Channels’ for different departments to communicate
  • Can share images, documents and many file formats

Pain relievers:

  • Communication across different channels
  • One app with one main functionality

Gain creators:

  • Little to no training required
  • High rates of team adaption for low effort

Customer Profile:

Customer Job(s):   

  • Ability to chat with multiple users in real time
  • Communicating ideas in a format where everyone can see
  • Share files with team members

Pains:

  • Hard to keep track of long email trails
  • Not having opportunities to comment

Gains:

  • Positive self-perception
  • Feeling like part of a valued team

Value proposition canvas example – Netflix

Value-Proposition:                                                                                    

Products and services:                                                                                                

  • Stream TV series and movies
  • Subscription based model

Pain relievers:

  • Unlimited watching time
  • One monthly fee
  • Constant stream of new film and tv series releases

Gain creators:

  • Watch on multiple screens at the same time
  • Watch in HD Quality
  • Cancel at any time
  • Sociable platform
  • Watch on your laptop, TV and tablet

Customer Profile:

Customer Job(s):   

  • Watch similar tv programmes and films to family and friends
  • Less patient about waiting for new releases
  • Monthly payments

Pains:

  • Having to go to the local Blockbuster store to rent a video or DVD
  • Have to return product or service within a number of days
  • Pay for each item you buy
  • Limited new releases

Gains:

  • To be involved in new technology and the latest trends
  • To be included socially in conversations about TV and film
  • To watch TV and films at anywhere and anytime

Concluding thoughts

Researching and learning about other businesses V-Ps will give you inspiration when you come to crafting your own.

All of the businesses we’ve looked at above will have identified areas where people are experiencing pain or are looking to gain more reward. They will then have modified their offerings to accommodate for this.

So what’s next? Take a look at your best competitors to see how they have crafted their V-Ps. Can you create a canvas example for them? This will help you to modify you products and services to a similar customer base.

72% of products and services fail to deliver on the expectations of the customer. Help your business to succeed by learning to master your Value-Proposition at the V-P Workshop held by Keith Rozelle (Sales Marvel) and myself on the 30th May in Birmingham. Learn more.

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