Article
How to Test Value Propositions like a Business Designer
ideou.com
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
For [target user], who [user need], [name of concept] solves/provides/helps [benefit]. “And then the most important part is the benefit that your customer is getting by choosing your offering.” “A value proposition serves as a north star. It helps the entire organization move in the same direction.” Angel Annunciacao, Senior Business Director at IDEO
At IDEO, we start with a simple fill-in-the-blank sentence: “For [target user], who [user need], [name of concept] solves/provides/helps [benefit].” First, you define who your target user is that you're going after. Then there’s the user need—what is that pain point that you're trying to solve for? The name of your concept is your offering, whether it’s a product or a service. And then the most important part is the benefit that your customer is getting by choosing your offering.
How is the offer unique to what's already in the marketplace? “What about our offer will really help us differentiate and make it harder for others to imitate?” Do we have the capabilities to actually bring this offer to life?
For the novice entrepreneur, who doesn’t know a lot about launching an ecommerce business, Shopify provides a step by step process to set up, grow, and manage their entire transactions. “It doesn't get into the details of every single feature, but it's easy to understand and gives us enough information to understand what makes Shopify unique.” Once we have a few value props that we feel good about, we dig into more questions to really flesh out the benefit. These questions can include:
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