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Unbundling	the	Family

Value	propositions	to	the	consumer	may	also	involve	several	stakeholders	in	the
search,	evaluation,	purchase,	and	use	of	a	product	or	service.	For	example,
consider	a	family	that	intends	to	buy	a	game	console.	In	this	situation,	there	is
also	a	difference	between	the	economic	buyer,	the	influencer,	the	decision
maker,	the	users,	and	the	saboteurs.	It	therefore	makes	sense	to	sketch	out	a
different	Value	Proposition	Canvas	for	each	stakeholder.
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