Value PropositionWhat’s in it for the customer?

Convinces a potential customer that a product or service will add more value or better solve a problem than other similar offerings

What does a Value Proposition do?

Targets needs of specific customer segments

Value Proposition

Unites a customer’s needs with a solution

Value Proposition

Promotes relief of a customer’s point of pain or frustration

Value Proposition

Promotes benefits for customers

Value Proposition

Helps a customer segment achieve a goal

Value Proposition

Pains

Avoidable experiences that frustrate or annoy customers

What are points of pain?

Taking too much time

Speed

Cost is too much

Price

“Slow food, fast.”

Quality food and service at reasonably competitive prices

Chipotle’s Pain Relief

Gains

Expected or unexpected benefits for customers

What are gains?

Offering previously unavailable products or services to different customer segments

Accessibility

Broader technological access and usability

Convenience

Opportunities for a personalized experience

Customization

Unique characteristics about a product or service

Design

Online ordering

Chipotle’s Convenience

Customizable food choices

Chipotle’s Customization

Support of eco-conscious customer segments

Chipotle’s Design

Customer Goals

What customer segments need or want to achieve

What are customer goals?

Targets a specific task a customer wants to accomplish

Customer Goal: Specific Job

Satisfy known or unidentified needs of customer segments

Customer Goal: Meet Needs

Target what makes customer segments feel good about what is important to them

Customer Goal: Emotional Job

Financial Security

Beauty

Focuses on the status of a customer segment in society

Customer Goal: Social Impact

Branding

Labeling

Customers feel good about supporting local farmers and organic practices

Chipotle

Use local farms with sustainable practices

Chipotle

http://www.chipotle.com/en-us/fwi/fwi.aspx

Work Cited