Value proposition

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When setting up a new venture, it is often important to first determine what value are you going to deliver to your customers. The value proposition is the central column in the Business Model Canvas and is, perhaps, one of the reasons many startups fail: they simply don't deliver enough value to their customers.

In order to frame the value proposition, it can be useful to develop a persona of your customer, in order to understand whether the product will solve any of the problems, pains, or jobs the customer has.

  • Jobs: what is the customer trying to achieve
  • Pains: what are the obstacles to achieve them
  • Gains: what do they want to get?

  • Products and services: what does it do?

  • Pain relievers: which problem does it solve?
  • Gain creators: which gains does it bring?

Related: scipreneurs, entrepreneurship for scientists


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Aquiles Carattino
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