Why a new value proposition
Why your current value proposition may soon be worthless? Moers explains a number of reasons, such as the rise of smaller households, the influx to the Randstad and the age of the cheap . You also have to take the ageing population into account. Dutch seniors are getting older. According to the CBS, an estimated 30 percent of the population will be 65+ in 2030.
After World War II, population growth almost automatically led to an increase in consumer demand. A manufacturer or retailer did not have to do anything for that. But due to the current stagnant population growth and limited economic growth, that is now different. How times have changed!
In the first part, the author uses macro, micro and meso trends to provide convincing arguments to really do something about your value proposition. In part two, it is time to get started.
Three models
According to Moers, everything stands or falls with the right insights. Only then can you offer the right value proposition as a brand. He provides practical tools on how to actually implement this change and shows a number of models that can help you with this.
CustomerInsightCanvas
Using the Customer Insight Canvas you can new zealand whatsapp number map out three aspects where you can add value.
What are the pain points?
What aren't they even thinking about?
Below you can see an example of Netflix elaborated in the Customer Insight Canvas.
Also read: Discover the needs of your customers with the Value Proposition Canvas
paracetamol customer insightCanvas-Netflix
This formula has enabled the organization to innovate strongly. This example clearly shows how this model can make a direct difference in business operations. But beware of this major pitfall: the questions really need to be answered from the customer perspective and not from a marketing or management perspective. Moers states that information from data is an important factor in this: data is the new gold.
ValuePropositionPanorama
After determining the customer's pain points, the book introduces the Value Proposition Panorama. This model consists of eight steps that can stimulate innovation in product thinking and positioning.