一张图教会你如何利用价值主张画布

利用价值主张画布,创造客户喜欢的产品
每一天,公司都在设计产品和服务来满足客户的不同需求,但72%的新产品和服务创新未能达到预期。这意味着客户并不关心十分之七的新产品推出市场。
那么,有没有一种工具可以改变这种情况呢?就像你用商业模式为你的业务创造价值一样,实际上价值主张也有一个工具,可以方便的可视化设计和测试你如何为客户创造价值,它被称为价值主张画布。
价值主张画布由客户概况和价值图两部分组成。
你可以具体的描述出客户试图完成的某项需求,可以是功能性的,比如从A点到达B点,也可以是社会性的, 比如给朋友和同事留下深刻印象, 也可以是感性的,比如获得内心的平静等。
您从中可以找到”痛点“, 痛点会让客户感到烦恼,客户希望避免的痛苦或负面结果。如对现有需求解决方案的挑战、挫折、风险或障碍的不满等。
另一方面,就是客户也有G(兴奋)点, 它描述了客户如何衡量一项成功的事项,从中所能得到的好处,收益。是客户希望实现的积极的结果, 比如具体的结果、利益甚至是需求的愿望。
用可视化的工具,来测试和跟踪您对您想要为之创造价值的人或公司的理解,图形化客户的概要,这是一个客户需求的地图,因此你可以清晰的看到你的客户的需求。
画布的第二部分描述的是价值映射。
有了客户需求图谱,你就可以将产品/服务的价值主张,建立在您描述这些产品/服务。每一项功能是如何消除痛点的。它们如何消除或者减少痛苦的,客户更为关心的是让他们的生活更轻松。
概述客户的的需求,他们是如何产生、增加或最大化你的用户期望、渴望或可能为之惊奇的结果和利益。价值地图可以明确说明你的产品和服务是如何消除痛点,并创造收益的。
用它来设计、测试和评估你的价值主张,直到你能找到共鸣的东西。通过在对客户重点关心的点的观察,设计你的产品、服务和功能,在如何埋点和创造收益之间建立清晰的联系, 你就可以找到一个健康的商业价值模型。
优秀的价值主张瞄准重要的客户需求或者痛点以及兴奋点, 并在这方面做得非常好。你的客户资料可能包含了无数的痛点和兴奋点,但你的价值地图只要突出了你打算关注的那些地方即可。
值得提醒的是,如果你的商业模式存在缺陷,再好的的价值主张仍然可能会失败,成功的公司会将卓越的价值主张嵌入到可扩展和可盈利的商业模式的环境中,来创造客户想要的产品和服务的价值主张画布。
因为本人英语水平有限,附原文给各位
The value proposition canvas explaineddesign products and service customer want
Every day, companies design products and services to improve their customers lives.But 72% of new product and service innovations fail to deliver on expectations.This means that customers don’t care about seven out of ten new products introduced to the market.It doesn’t have to be this way.Just like you create value for your business with a business model, canvas, there is in fact a tool to intentionally visualize design and test how you create value for customers.It’s called the value proposition canvas.The value proposition canvas is composed of two parts, the customer profile and the value map.With the customer, profound, you describe the jobs your customers try to get done.Jobs can be functional, like getting from A to B, social, like impressing friends and colleagues, or emotional, like gaining peace of mind.You highlight your customs pains, which annoy customers were trying to get a job done.Pains and negative outcomes that customers hope to avoid, like dissatisfactions of existing solutions and challenges, frustrations, risks or obstacles.And you outline customer gains, which describe how customers measure the success of a job well done.Gains are positive outcomes that customers hope to achieve, like concrete results, benefits and even aspirations.The customer profile to visualize, test and track your understanding of the people or companies you intend to create value for. It’s a map.Clearer the more you learn about your customers.The second part of the canvas is the value map.With it, you list the products and services, your value proposition builds on.You describe in which way these products, services and features are pain relievers.How they eliminate, reduce or minimize pains. Customers care about making their life easier.Outlining which way they are, game creators, how they produce, increase or maximize outcomes and benefits that your customs expect, desire or would be surprised by.The value map makes explicit how your products and services relieve pains and create gain.Use it to design, test and itrate your value proposition until you figure out what resonates.You achieve FIT by creating a clear connection between what matters to customers and how your product services and features is paying and create gains.Great value propositions target essential customer jobs, pains and games and do so extremely well.Your customer profile may contain countless jobs, pains and gains, but your value map highlights which ones you intend to focus on.Don’t forget.An outstanding value proposition can still fail if your business model is a flaw.Successful companies embed outstanding value propositions in scalable and profitable business.The value proposition canvas to create products and services that customers want get started.

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