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Your shortcut to navigating the road to successful

commercialization

The Value Proposition Canvas

2STAKEHOLDERGOALS

List what your stakeholder is trying to accomplish –

select one prior to Step 3 3PAINSDescribe negative emotions, costs,

situations, and risks for your stakeholder

& GAINSDescribe the benefits

your stakeholder expects

Your Project's Value Proposition Canvas

VALUE PROPOSITION CANVAS

16 GAIN CREATORS

Describe how your ideacreates a stakeholder gain

& PAIN RELIEVERSDescribe how your idea

alleviates a stakeholder pain

MY ____________________Idea

HELPS __________________Selected Stakeholder

DO ____________________Selected Stakeholder Goal

BY _____________________Pain/Gain or Creator/Reliever

AND ___________________Pain/Gain or Creator/Reliever

SELECTED STAKEHOLDER

________________________

(verb)

(verb)

5 4GAIN CREATORSDescribe how your idea

creates a stakeholder gain

& PAIN RELIEVERSDescribe how your idea

alleviates a stakeholder pain

MY IDEAGive a one-sentence description

of your product or service

Copyright 2016 - Strategyzer AG Strategyzer.com

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PATIENT PCP ULTRASOUND (TECHNICIAN)

INSURANCE

RADIOLOGIST

HOSPITAL ADMINISTRATION

ACOG

ACS

PRACTICE GUIDELINES

RESULTS REFER IMAGE

SOPs

BILL

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Ecosystem Map

Your Project's Ecosystem MapCurrent State

Proposed State

1. Be prepared — know your goals and questionsahead of time

2. Talk to one person at a time3. Ask open-ended questions — Why? Why? Why?

For effective customer interviews:

4. Listen, don’t talk5. Thank them and ask for introductions6. Write up your notes a.s.a.p.

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SS@KU Sponsored by these organizations.Want to know more? Write:

Wally Meyer, wmeyerjr@ku.edu or Steve Soper, ssoper@ku.edu

Develop hypothesis / map ecosystem

Talk to all the stakeholders identified in your ecosystem

Prepare open-ended questions — Ask Why? Why? Why?

Focus on behavior: What are their motivations? What are their concerns/pain points?

Go back and refine

IT’S NOT ABOUT SELLING YOUR TECHNOLOGY, IT’S ABOUT DETERMINING YOUR CUSTOMERS’ PAIN POINTS.

Modified with permission from the Regents of The University of Michigan

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Customer Discovery