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Value Proposition Canvas

Markets and Commercialization


Workshop

1-2 h

10-15

Value Proposition Canvas

This workshop is designed to support RDI project teams in creating a compelling value proposition for their innovations or Key Exploitable Results (KERs). The Value Proposition Canvas helps you understand your customers’ needs and how your innovation can meet those needs effectively. In this workshop, you will identify and understand customer segments, define the value your innovation provides to these customers and develop a clear and actionable value proposition.

The purpose of this workshop is to assist RDI teams in articulating the unique value their innovations or Key Exploitable Results (KERs) provide to customers. The Value Proposition Canvas enables teams to align their innovation’s features with the needs and desires of their target customers. This analysis builds on insights gained from the SWOT Analysis workshop and other preliminary market research activities.

Project/RDI representatives and diverse stakeholders and partners already familiar with the theme from academia and industry (e.g., business development professionals, marketing teams, innovation managers). Ensure a mix of perspectives, expertise, and roles within each sector. Works best with a group of 10-15 participants.

  1. Pre-Workshop Preparation by the Facilitator
    • Gather Initial Data: gather recent and relevant data about the target customer segments and market needs. Collect insights on customer preferences, pain points, and desires.
    • Populate the Value Proposition Canvas with initial insights on customer segments, their jobs-to-be-done, pains, and gains, as well as the features and benefits of your innovation. Ensure each section has substantial information to provide a solid foundation for the participants.
    • Validate Information: Cross-check the data with multiple sources to ensure accuracy and reliability.
  2. Organise a workshop of about 1 – 2 hours with the necessary participants.   ​   ​
  3. Conduct the Value Proposition Canvas Analysis as group work:​​
    • Customer Segments: identify and list the key customer segments for your innovation. Focus on demographics, behaviours, and needs.
    • Customer Jobs: describe the tasks, problems, or needs that your customers aim to address.
    • Pains: Identify the negative aspects, obstacles, or challenges that your customers experience.
    • Gains: Define the positive outcomes or benefits that your customers seek.
    • Products and Services: List the products or services your innovation offers.
    • Pain Relievers: Describe how your innovation alleviates customer pains.
    • Gain Creators: Explain how your innovation creates customer gains.
  4. Group Discussion: Encourage participants to discuss the customer segments, jobs-to-be-done, pains, and gains. Use real or virtual post-its to visualize and categorize the points on a canvas. Reflect on how the features of your innovation align with customer needs and how they can be communicated effectively. Consider strategies to improve the value proposition based on the identified customer insights.
  5. Discuss Resources and Responsibilities: Ask the participants to reflect on the time/funding resources required to refine and communicate the value proposition. Identify and assign responsible organizations or work packages for each action where possible.
  • Document the completed Value Proposition Canvas and the resulting strategic action plan. Share this summary document with all participants.
  • Recommend scheduling a Business Model Canvas workshop as the next step. This workshop will build on the value proposition insights and help define the overall business model for your innovations, ensuring a comprehensive strategy for market entry and growth.

By conducting a thorough Value Proposition Canvas analysis and developing a strategic action plan, the RDI project can better articulate and communicate the unique value of its key results, enhancing customer engagement, market success, and overall impact. This process helps identify and align with customer needs, ensuring a more targeted and effective approach to innovation commercialization.

  1. Clear Communication:
    • ​Clearly communicate workshop objectives and agenda.​
  2. Facilitator Expertise:
    • If possible, employ a skilled facilitator with experience in value proposition design and customer analysis.​
  3. Time Management:
    • Allocate sufficient time for each step of the workshop, ensuring a balanced discussion and thorough analysis.​
  4. Capture Insights:
    • Document key insights and decisions made during the workshop. These insights can be valuable for follow-up activities and continuous improvement.​