INCUBATOR ACADEMY ROTTERDAM WORKSHOP Stress Testing Value Propositions Activity
Time
Journey
Objective
Identify high-value customer jobs that you could focus on.
Goal
Ranking of customer jobs from your perspective.
Instructions
• • • •
Take your value propositions.
Grab a flip-over sheet.
Rank the value propositions.
Get customer insights from the field, test, and experiment.
Prepare
10 min
Take the flip-over sheet and draw 10 columns:
Column 1: Embedded in business model.
• Column 2: Focus on the most important jobs, pains, and gains.
• Column 3: Focus on unsatisfied jobs, pains, and gains.
• Column 4: Concentrate on a few jobs, pains, and gains but extremely well.
• Column 5: Address functional, emotional, social, and auxiliary jobs.
• Column 6: Align with how customers measure success.
• Column 7: Focus on jobs, pains, and gains that a large number of customers have.
• Column 8: Does differentiate from competition in a meaningful way.
• Column 9: Does outperform competition substantially.
• Column 10: Is difficult to copy. •
Rating
60 min
• •
• • •
Write down one value proposition
Each individual team member rates the value proposition on the 10 questions, on a scale from 1-10.
Discuss as a team the outcome of the rating (when there are big differences between individual ratings).
Add up the rating for the 10 questions into one number.
Write down the next value proposition and do the same exercise again.
Repeat till you have rated all the value propositions.
• • •
Which value propositions have the highest ratings?
Discuss the outcome of the different value propositions?
Be sure to discuss the WHY!
•
Outcome Rating
30 min
Get out of the building
Complement this exercise with getting customer insights from the field and experiments that produce evidence for your ranking.
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