Mothers with young children, who want to create a mindset of environmental responsibility in their daily decisions. It’s a simple way of doing something cool.Ģ. They love the aesthetics of the brushes and the story of the movement. Young professionals who want to buy cool, environmentally friendly gifts for themselves and their friends. ![]() ![]() We want to understand how our products/services make their lives better, to the point that customers will happily pay us for this Value Proposition.ġ. These might be Pain Relievers like fear of exclusion, social shame, regaining wasted time, or reduced anxiety. These might be Gain Creators like increased social status, wellness, professional credibility or indulging our guilty pleasures. This isn’t about what we sell them, but rather why it matters. In the Value Propositions box, we describe what the customer is really looking for. Keep in mind that our customers are the people who make decisions and pay for our products/services (not to be confused with the End User or the Beneficiary). These might be Psychographics like their political views, altruism, biases or preferences. These might be Demographics like age, race, gender, height, income or postcode. Secondly we write helpful descriptors of each customer segment. small business owners, students, parents, etc. This is what we list in the Customer Segments box.įirstly, we group our customers into clusters, describing each of them by their common characteristics, i.e. What are their core beliefs and worldviews?ĭo they have a good understanding of how they might get what they want? What are their hopes, dreams and aspirations? What are their jobs, tasks and obligations? Our job is to get a good understanding of this person: They’re looking for solutions to their current problems, and like finding ways to make their lives easier. This is a real person, someone who is walking around right now. ![]() Your business is centred around your customers, the people who you believe will be motivated enough to try your new product/service in order to receive some sort of compelling benefit. There’s no particular order you have to follow on a canvas, although I’ve found this to be the best place to start.
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