Page 120 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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Multiple Fits
Some business models work only with a combination of
several value propositions and customer segments. In
these situations, you require fit between each value
proposition and its respective customer segment for the
business model to work.
Two common illustrations of multiple fits are
intermediary and platform business models.
Intermediary
When a business sells a product or service through an intermediary, it effectively
needs to cater to two customers: the end customer and the intermediary itself.
Without a clear value proposition to the intermediary, the offer might not reach
the end customer at all, or at least not with the same impact.
Chinese firm Haier sells home appliances and electronics to households globally.
It does this largely through retailers such as Carrefour, Walmart, and others. To
be successful, Haier needs to craft an appealing value proposition both to
households (the end customer) and to intermediary distributors.
