Value Proposition Design: How to Create Products and Services Customers Want

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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.

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Dr. Alexander Osterwalder and Alan Smith are co-founders of Strategyzer.com, a company specializing in tools to design, test and manage strategies, business models and value propositions. Dr. Yves Pigneur is a professor of management and information systems at the University of Lausanne, Greg Bernarda is a consultant and certified Strategyzer coach specialized in strategy and innovation, Trish Papadakos is a renowned designer and photographer. Dr. Alexander Osterwalder is the lead author of the international bestseller Business Model Generation, passionate entrepreneur, and demanded speaker. He co-founded Strategyzer, a software company specializing in tools and content for strategic management and innovation. Dr. Osterwalder invented the Business Model Canvas, the strategic management tool to design, test, build and manage business models.

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1. Canvas 1.1 Customer Profile 1.2 Value Map 1.3 fit 2. Design 2.1 Prototyping Possibilities 2.2 Starting Points 2.3 understanding Customers 2.4 Making Choices 2.5 finding the Right Business Model 2.6 Designing in Established organizations 3. Test 3.1 What to Test 3.2 Testing Step-by-Step 3.3 Experiment library 3.4 Bringing it All Together ETC....