This document provides an agenda and overview for a workshop on building a compelling value proposition. It discusses evaluating ideas by defining problems and solutions, gaining an understanding of customer pain points, and building an initial value proposition. It emphasizes the importance of solving big, important problems and developing breakthrough solutions. It also covers quantitatively evaluating ideas based on the ratio of customer gain versus pain of adopting the solution, which should ideally be greater than 10 to 1 to overcome inertia. Examples are provided for evaluating value propositions for potential startups in software testing and data backup.
MONA 98765-12871 CALL GIRLS IN LUDHIANA LUDHIANA CALL GIRL
Building a Compelling Value Proposition
1. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
Building a Compelling Value Proposition
startupsecrets.com
2. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
Workshops
Full descriptions of each at
startupsecrets.com
1. What’s Your Roadmap to Success?
2. Building a Compelling Value Proposition
3. Turning Products into Companies
4. Culture, Mission, and Vision
5. Hiring A+ Talent
6. Game-Changing Business Models
7. Go to Market Strategies
8. Getting Behind the Perfect Investor Pitch
9. Funding Strategies to go the Distance
10. Have You Got What It Takes?
11. Mastering Mutual Mentorship
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Agenda
3
Evaluate Build
Gain Pain
Value
Prop
Define
Ideas
Problem
Solution
4. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
For (target customers)
Who are dissatisfied with (the current alternative)
Our product is a (new product)
That provides (key problem-solving capability)
Unlike (the product alternative)
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Value Proposition
5. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
For Mobile Enterprises
Who are unable to deliver Apps to users bringing their own devices to work
Our product is an Enterprise App Services Environment (EASE)
That provides for users to securely access Apps and Information
Unlike (MDM), our patented Cloud based (MAM) solution is instantly turned
on and scales to tens of thousands of users
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Example – Apperian (simplified)
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Where Might You Start?
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Evaluate Build
Gain Pain
Value
Prop
Define
Ideas
Problem
Solution
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Ideas: Free Floating?
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8. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Evaluate Build
Gain Pain
Value
Prop
Define
Agenda - Problem
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Ideas
Problem
Solution
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Unworkable
Unavoidable
Urgent
Underserved
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Problems worth solving
are usually the 4 U’s…
Problem
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Broken business process
Consequences?
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If the consequences are costly or painful,
so much the better.
e.g., Who gets fired if this doesn’t work?
Unworkable
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Accounting
Regulation
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Is the problem so fundamental
you can’t avoid it and just have to comply?
Unavoidable
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Relative to other needs …
Priority
• Determines resources allocated
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If you’re not at the top of the list,
are you at least in the top 3?
If not, will you get moved up or down over time
and why?
Urgent
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You will compete in a zero-sum game
Finite:
• Money
• Time
• People
• Attention
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Underserved: Business
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• Social
• Find
• Connect
• Communicate
• Meet
• Share
• Entertain
• Date
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Examples:Needs:
• Social
• Security
• Physical
• Economic
• Recognition
• Responsibility
• Achievement
• Growth
Underserved: Consumers
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Qualify the Need
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Is it “BLAC” & white?
- (B)latant
- (L)atent
- (A)spirational
- (C)ritical
Blatant
Latent
Aspirational Critical
White
Space
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Is it addressing a “white space” in the market?
• an open area of opportunity
• which you can capture
• Uniquely well
• AND defend with a moat
NOT just technology, business model too
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moat
Startup Secret!
Create a Moat
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Is it 4 U?
• Unworkable
• Unavoidable
• Urgent
• Underserved
Is it BLAC and white?
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Problem - Summary
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Ideas Can Now Be Applied!
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Blatant
Critical
Ideas: Fit to Problem
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Agenda - Solution
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Evaluate Build
Gain Pain
Value
Prop
Define
Ideas
Problem
Solution
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Solution
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• Faster
• Cheaper
• Better
Startup
Opportunity?
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23. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
What is your compelling
breakthrough?
3D
Break Something!
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24. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Discontinuous innovation
• Defensible technology +
• Disruptive business model
A breakthrough that
COMPELS people to
ACT !
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Breakthrough Opportunities
3D
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It’s often as much work going after a small fight…
Big problems often = big opportunities
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Startup Secret!
Pick a BIG Fight
26. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
It’s often as much work going after a small fight…
Big problems often = big opportunities
Start small (Execution), think BIG (Vision), develop a ROADMAP
• See Roadmap to Success on startupsecrets.com
• e.g., Uber
An app with the potential to disrupt an industry
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Startup Secret!
Develop a Roadmap
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Evaluate Build
Gain Pain
Value
Prop
Define
Agenda - Evaluate
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Ideas
Problem
Solution
28. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Before After
Acute Pain Absolute Joy
Qualitative Evaluation
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Before After
Acute Pain Absolute Joy
Vitamin vs. Morphine
Qualitative Evaluation
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30. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
UTEST* EXAMPLE
(*Later renamed APPLAUSE)
31. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
For companies with web or mobile apps
Who are dissatisfied with apps that work as expected in the
QA lab, but not in the hands of end users
Our in-the-wild testing
Enables them to test their apps under real-world conditions
Unlike outsourced testing, which merely moves the QA lab to
a cheaper part of the world, but doesn’t actually improve app
quality
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uTestBefore & AfteruTest
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Before: Test In The Lab & Hope
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Testing inside the lab is vital. But today’s web & mobile apps require a new approach to
augment lab testing: in-the-wild testing
After: Test Where Your Users Are
Before & AfterBefore & After
33. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Introducing the gain / pain ratio
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Quantitative Evaluation
Gain Pain
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The gain delivered to the customer
vs.
The pain and cost for the customer to adopt
Gain / Pain Ratio
Gain Pain
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35. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Revenue
• Cost savings
• Time
• People
• Competitive
advantage
• Reputation
• Etc.
Gain
Gain
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Pain
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• Find (See)
• Try
• Buy
• Implement
• Deploy
• Own – e.g., TCO
Pain
Gain
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Pain
37. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
Gain from uTest:
• Scale infinitely and immediately
From 3 testers, to 30, to 300, and back to 0
• Lower total cost of testing
EG: SMBs - unlimited testing for ½ the cost of one FTE
• Test under real-world conditions
Live testers, real devices, imperfect conditions… in-the-wild
Pain from uTest:
• More testing reports, creating more work
Takes time to re-produce, vet and rate 50+ bugs
• More collaboration, creating more oversight
Coordination between in-house & crowd testers
Goal:
• Maximize in-the-wild testing, while minimizing overhead
uTest: Gain vs Pain
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38. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Switching
costs?
• Default = do
nothing
• Alternatives?
• Good enough =
good enough!
• RISK on a
startup
Inertia
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Gain Pain
Inertia,
RISK
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What’s the Right Ratio?
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Gain Pain
Inertia,
RISK
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> 10 to overcome
• Inertia
• RISK
40
Gain / Pain Ratio
Inertia,
RISK
Gain >10
Pain
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ACTIFIO EXAMPLE
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Gain / Pain Ratio
Average of 30:1 benefit
• $34m vs $1.2m
• Recovery used to take 8 1/2 hours v 2
minutes
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Inertia,
RISK
Gain >10
Pain
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Customer View: Gain / Pain
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• Revenue
• Cost savings
• Time
• People
• Competitive
advantage
• Reputation
• Etc.
• Inertia
• Switching costs?
• Default = do
nothing
• Alternatives?
• Good enough =
good enough!
• RISK on a startup
• Find (See)
• Try
• Buy
• Implement
• Deploy
• Own – e.g., TCO
Inertia,
RISKGain
Pain
44. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
“An order of
magnitude”
Customer view: Gain / Pain
44
• Revenue
• Cost savings
• Time
• People
• Competitive
advantage
• Reputation
• Etc.
• Inertia
• Switching costs?
• Default = do
nothing
• Alternatives?
• Good enough =
good enough!
• RISK on a startup
• Find (See)
• Try
• Buy
• Implement
• Deploy
• Own – e.g., TCO
Inertia,
RISK
Gain
Pain
>10
45. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
UTEST* EXAMPLE
(*Later renamed APPLAUSE)
46. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Tough to quantify precisely, but here’s what we’ve learned
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Gain vs. Pain Ratio
Gain Pain
Cost Savings: 10X
Lower Escape Rate by
75%
Make Testing Mirror
User Base
Launch Confidence
Higher Quality Apps
vs.
Increased Overhead
5:1
on cost basis
20:1
on cost + value basis
Customer Gain / Pain Ratio
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47. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
• Test latest version of Google Chrome across 300 highest trafficked URLs
on the web
Traditional Outsourcing vs. uTest
Testers 8 Testers 30
Hours / Tester 40 Hours / Tester 10
# of Days 5 # of Days 2
# of URLs Tested 300 # of URLs Tested 300
# of Discovered Issues 19 # of Discovered Issues 129
Price $15,000 Price $10,000
Price-per-Issue $789 Price-per-Issue $78
Sample Customer ROIGain vs. Pain Ratio
Sample Customer ROI
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APPERIAN EXAMPLE
Mobile Application Management
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Increase revenue by 40% at counters
Roll out 17,000 iPads
Deliver worldwide no IT touch required
Saved $2.5M+ in direct IT costs
Example - Apperian
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Disruptive innovation
Yet…
NON-disruptive adoption
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Startup Secret!
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Evaluate Build
Gain Pain
Value
Prop
Define
Agenda - Build
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Ideas
Problem
Solution
52. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
For (target customers)
Who are dissatisfied with (the current alternative)
Our product is a (new product)
That provides (key problem-solving capability)
Unlike (the product alternative)
52
Value Proposition
53. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
What problems do you understand uniquely well?
What solution can you deliver uniquely well?
What kind of disruptive business model can you bring?
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Build Around YOU
54. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
1. Define
• 4U Need (Unworkable, Unavoidable, Urgent, Underserved)
• 3D Solution (Discontinuous, Defensible, Disruptive)
2. Evaluate
• Gain / Pain >10
3. Build
• Around YOU!
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Summary
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info@startupsecrets.com
56. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidential
Building a Compelling Value Proposition
startupsecrets.com
57. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
1 2 3
HOW DISQUS WORKS
Easy install for all platforms
Sites are part of the Disqus network
Sites integrate Disqus Users engage with Disqus
Users discover new content &
sites across Disqus
Sites see tangible benefits, including
increased traffic on their pages
Audience development made easy.
Millions of users use Disqus to participate online and we make
that valuable for publishers in a way that they can measure.
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58. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
THE DISQUS
ECOSYSTEM
A COMMUNITY
ECOSYSTEM is the
foundation of our business.
USERS
GOALS
Discovery
Community
ADVERTISERS
GOALS
Acquisition
Retention
PUBLISHERS
GOALS
Engagement
Growth
Revenue
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59. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comCulture, Mission, and Vision
DISQUS – Value Prop for Publishers
FOR
· Publishers, like online media or bloggers
WHO CARE ABOUT
· Building more engaged, loyal audiences directly on their sites
OUR PRODUCT IS
· The most widely used discussion platform online
THAT PROVIDES
· An “engagement management platform” for publishers, and
· direct reach into millions of engaged community participants online
UNLIKE
· Social networks, which don’t properly serve the needs of publishers
· Or white-label software, which doesn’t provide the wide network reach of users
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60. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
For those in the developing world
Who are dissatisfied with limited access to diagnosis
Our product is a patterned paper-based diagnostic technology
That provides low-cost, easy-to-use, point-of-care diagnostics
Unlike no diagnosis
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Diagnostics For All - Alok
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Before
Need
After
Solution
53%
of Rwandan women
cannot afford healthcare
26%
of Rwandan women
live too far from a hospital
[1] National Institute of Statistics of Rwanda (NISR) [Rwanda], Ministry of Health
(MOH) [Rwanda] http://www.measuredhs.com/publications/publication-fr259-
dhs-final-reports.cfm
Point-of-care
Minimal training required
Cost = 1¢
Diagnosis by telemedicine
Image: http://www.trust.org/alertnet/news/alertnets-top-20-big-ideas-that-dont-
cost-the-earth/
DFA
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NO current solution => huge
NO infrastructure required
NO training required
NO time required
Customers’ Gain / Pain ratio = ∞
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DFA Gain / Pain
63. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
At-risk pregnancy
Liver function
• 8 million affected globally
• Conducting ~700 person trial in Vietnam
• Test for ALT/AST enzymes
• Cost: $14 v. 1¢ (DFA)
Child nutrition
Small farmer support
Customer ‘pain’ is real pain
DFA Example
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64. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
How Thoroughly Should You Define?
A little and then iterate?
or
A LOT and then execute?
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65. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
“A problem well stated is a
problem half solved.”
-Charles Kettering
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How Thoroughly Should You Define?
A little and then iterate?
or
A LOT and then execute?
66. Proprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and ConfidentialProprietary and Confidentialstartupsecrets.comBuilding a Compelling Value Proposition
CASE STUDIES
Actifio
Apperian
Disqus
DFA
uTest
Thank you…
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