One of the key reasons why startups fail is the lack of traction. Often, founders struggle to convey the value the product delivers for a specific target group. Watch Tommaso Di Bartolo and his talk on: How to get your customer wanting your product?

1. How To Get Your
Customer Wanting
Your Product
value based design
W www.WhatItTak.es
TommasoDiBartolo.com

2. InvestorEntrepreneur
Tommaso Di Bartolo
EN ★★★
IT ★★★
DE ★★★
PT ★★★
ES ★★
FR ★★
speaksstartups Exits II
Current I
Learning I
social
Advisor MentorAuthor
What It Takes
Awesm
Ventures
twitter / snapchat @todiba
linkedin tommasodibartolo
bio tommasodibartolo.com

3. todiba
#whatitTakes
Tommaso

4. Why do we need a
strong Value
Proposition?

7. . Did the customer want it?
. What real purpose did it
serve?
. Was there real need or
demand for it?
. Who would want such as a
device and spend money
on it?

8. Create products
primarely based on
- Demographics
- Affinities
- Trends
- Technologies

9. Customers

10. Customers
Hire products
and services
$

11. Customers
Hire products
and services
To do
a job
$

12. The product
analysis, design
and sale should
focus on
understanding
the “JOB” the
users try to get
done.

13. “People don’t
want a
quarter inch
drill, they want
a quarter inch
hole.”
Theodore Levitt - 1962

14. VALUE PROPOSITION CANVAS
W

15. Value Proposition Canvas
Key
Partners
Key
Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Cost Structure Revenue Streams
Fit
W

16. Value Proposition Canvas
Value Proposition
Designer
Business Model
Canvas
Value
Proposition
Customer
Segment
Fit
W

17. Value Proposition Canvas
Gain
Creators
Pain
Relievers
Products &
Services
Gains
Customer
Job(s)
Pains
Value
Proposition
Customer
Segment
W

19. Value Proposition Canvas
Customer
Job(s)
W
What are the Jobs-To-Be Done
of a potential Tesla Buyer?

20. Value Proposition Canvas
Customer
Job(s)
W
What are the Jobs-To-Be Done
of a potential Tesla Buyer?
commute to work
personal mobility
be different from
others
occasional long
dist. trip
convey image of
success
in synch with
personal values
upper middle class
Male $100K+Income

21. Job Importance
Gains
Customer
Job(s)
Pains
Important
Insignificant
W
commute to work
personal mobility
be different from
others
occasional long
dist. trip
convey image of
success
in synch with
personal values

22. Pains
Value Proposition Canvas
Customer
Job(s)
W
What are the Pains (problems,
risks, obstacles frustrations,
…) of a potential Tesla Buyer?

23. Pains
Value Proposition Canvas
Customer
Job(s)
W
What are the Pains (problems,
risks, obstacles frustrations,
…) of a potential Tesla Buyer? lack of charging
stations
fear of dead
battery
frequent charging
maintenance above
average

24. Pain Severity
Gains
Customer
Job(s)
Pains
Extreme
Moderate
W
lack of charging
stations
fear of dead
battery
frequent charging
maintenance above
average

25. Gains
Pains
Value Proposition Canvas
Customer
Job(s)
W
What are the Gains (required
or desired outcomes and
benefits) of a potential Tesla
Buyer?

26. Gains
Pains
Value Proposition Canvas
Customer
Job(s)
W
performance like a
sport carWhat are the Gains (required
or desired outcomes and
benefits) of a potential Tesla
Buyer?
self-driving
design
brand recognition
compliment from
friends

27. Gain Relevance
Gains
Customer
Job(s)
Pains
Essential
Nice To Have
W
performance like a
sport car
self-driving
design
brand recognition
compliment from
friends

28. Test Your
Assumptions

29. Products &
Services
Gains
Pains
Value Proposition Canvas
Customer
Job(s)
W

30. Products &
Services
Gains
Pains
Value Proposition Canvas
Customer
Job(s)
W
options
8 yrs battery
warranty
Model S
60-85 KW/h
commute to work
personal mobility
be different from
others
occasional long
dist. trip
convey image of
success
in synch with
personal values
upper middle class
Male $100K+Income

31. Pain
Relievers
Products &
Services
Gains
Pains
Value Proposition Canvas
Customer
Job(s)
W

32. Pain
Relievers
Products &
Services
Gains
Pains
Value Proposition Canvas
Customer
Job(s)
W
charging:
45-90 km/h
5+2 seats range 350-450 km
lack of charging
stations
fear of dead
battery
frequent charging
maintenance above
average

33. Value Proposition Canvas
Gain
Creators
Pain
Relievers
Products &
Services
Gains
Pains
Customer
Job(s)
W

34. Value Proposition Canvas
Gain
Creators
Pain
Relievers
Products &
Services
Gains
Pains
Customer
Job(s)
W
high tech interior
0-60m/h
4,4s-6,2s
focus on design
and style
performance like a
sport car
self-driving
design
brand recognition
compliment from
friends

35. Test Your
Assumptions

36. Gain
Creators
Pain
Relievers
Products &
Services
Gains
Customer
Job(s)
Pains
W
FIT
Addressing ESSENTIAL
customer gains?
Addressing EXTREME
customer pains?

38. and how is that
different / unique
compared to the competition?

40. Ask Me
Anything

41. 15min Workshop Respond to 3 Triggers
Gains
Customer
Job(s)
Pains
1.What are main
challenges your
customers encounter?
2.What risks do your
customers fear?
3.What obstacles are
preventing adoption?

42. WANT
ACCESS ?

43. 1
FACEBOOK GROUP:
BE.WHATITTAKES
Join the invitation
only group & Invite
2 friends.
DM me when
done!

44. 2
@TODIBA
#whatittakes
#valueProposition

45. 3
HTTP://
BE.WHATITAK.ES
Provide Feedback

46. #awesmtimes

47. survey be.whatitTak.es
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bio tommasodibartolo.com
W
snapchat
@todiba