Page 123 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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Going to the Movies
Let us walk through the concepts of the Value Proposition
Canvas with another simple example. Imagine the owner
of a movie theater chain wants to design new value
propositions for his customers.
What drives the moviegoer?
What should the new value proposition look like?
He could start with the value proposition’s features and get excited about the
latest generation of big screens, state-of-the-art display technologies, tasty
snacks, social happenings, urban experiences, and so on. But, of course, those
only really matter if customers care about them. So he sets out to better
understand what his customers truly want.
Traditionally he’d sketch out psychodemographic profiles of his customer
segments. But this time he decides to complement this type of segmentation with
customer profiles that highlight a customer’s jobs, pains, and gains.
