The authors of the international bestseller Business Model Generation explain how to create value propositions customers can't resist
 
Value Proposition Design helps you tackle a core challenge of every business -- creating compelling products and services customers want to buy. This practical book, paired with its online companion, will teach you the processes and tools you need to succeed.
 
Using the same stunning visual format as the authors' global bestseller, Business Model Generation, this sequel explains how to use the "Value Proposition Canvas" a practical tool to design, test, create, and manage products and services customers actually want.
 
Value Proposition Design is for anyone who has been frustrated by business meetings based on endless conversations, hunches and intuitions, expensive new product launches that blew up, or simply disappointed by the failure of a good idea. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won't work. You'll learn the simple but comprehensive process of designing and testing value propositions, taking the guesswork out of creating products and services that perfectly match customers' needs and desires.
 
Practical exercises, illustrations and tools help you immediately improve your product, service, or new business idea. In addition the book gives you exclusive access to an online companion on Strategyzer.com. You will be able to complete interactive exercises, assess your work, learn from peers, and download pdfs, checklists, and more.
 
Value Proposition Design complements and perfectly integrates with the "Business Model Canvas" from Business Model Generation, a tool embraced by startups and large corporations such as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO, Colgate-Palmolive, and many more.
 
Value Proposition Design gives you a proven methodology for success, with value propositions that sell, embedded in profitable business models.

1. Canvas
 
1.1 Customer Profile 10
 
1.2 Value Map 26
 
1.3 fit 40
 
2. Design
 
2.1 Prototyping Possibilities 74
 
2.2 Starting Points 86
 
2.3 understanding Customers 104
 
2.4 Making Choices 120
 
2.5 finding the Right Business Model 142
 
2.6 Designing in Established organizations 158
 
3. Test
 
3.1 What to Test 188
 
3.2 Testing Step-by-Step 196
 
3.3 Experiment library 214
 
3.4 Bringing it All Together 238
 
4. Evolve
 
Create Alignment 260
 
Measure & Monitor 262
 
improve Relentlessly 264
 
Reinvent Yourself Constantly 266
 
Taobao: Reinventing (E-)Commerce 268
 
Glossary 276
 
Core Team 278
 
Prereaders 279
 
Bios 280
 
index 282

The authors of the international bestseller Business Model Generation explain how to create value propositions customers can't resist

Value Proposition Design helps you tackle a core challenge of every business - creating compelling products and services customers want to buy.