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Copy of the beacon: value proposition canvas

sustainable business models - team two
by

Esther Younan

on 13 December 2013

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Transcript of Copy of the beacon: value proposition canvas

gains
pains
customer
jobs
gain
creators
pain
relievers
products/
services
the beacon: value proposition canvas
free model
Which savings would make our customer happy?
Our customers save time and effort in creating new friendships with people who have shared interests. Beacon enables users to connect and become acquainted with each other digitally before meeting in-person.
How does our customer measure success and failure?
Customers measure the performance of Beacon’s service by the quality and quantity of new relationships enabled by the platform. Failure will be measured by inability to create new connections, resulting in low frequency of user activity. Catastrophic failure will be measured by any breach in security or personal safety.
What outcomes does our customer expect and what would go beyond his/her expectations?
Beacon customers expect the highest degree of personal security and the most satisfying user experiences across touch points. To create 100% matches every time would go beyond expectations.
What are our customers looking for?
Customers who are interested in our service are looking for quality people, which means having relevant interests, trustworthy people and security. Fast, efficient and fun user experiences across desktop and mobile platforms are essential for creating user connections.
What would increase the likelihood of adopting a solution?
Lower member fees, investment in security and screening measures to control the quality of members, effective design and positive PR/word-of-mouth will increase the likelihood of adoption.
What positive social consequences does our customer desire?
Beacon customers desire more active social lives and seek to expand their social circles with other people who enjoy the same interests. Active participation on Beacon will be perceived by others as a worthwhile endeavor.
What would make our customer’s job or life easier?
Searching and connecting with other people can be done anywhere, anytime and accessed on mobile devices with web applications. Simplicity of interface design, a broad spectrum of features and the ability to trust the platform to deliver quality matches and activities will make lives easier.
How do current solutions delight your customer?
Our quality control measures include screening checks and user heuristics to match the right people together with suitable interests.
What makes our customer feel bad?
Advertising can have significant negative impacts on our customers’ active participation in social platforms. Meaningless posts and comments can also have negative consequences on the intended user experience process.
How are current solutions under-performing for our customer?
Privacy has been an issue for Beacon’s competitor platforms. Their inability to maximize security and privacy has created negative, distrusting perception for social networking in general. The problem is compounded by ubiquitous and disruptive advertising, coupled with the common practice by current solutions of selling user data and information.
What are the main difficulties and challenges our customer encounters?
Beacon customers are highly intelligent and resourceful, but tend to not have the time to create new relationships. Potential customers also harbor feelings of distrust toward social networking as a credible place for the creation of meaningful relationships.
What negative social consequences does our customer encounter or fear?
One of the main concerns that our target customers encounter is trust, including the fear of personal data and information falling in to the wrong hands. Customers need reassurance that will eliminate negative sentiment toward security considerations in order for users to become fully engaged in the platform.
What risks does our customer fear?
Security and privacy breach are the most common risks that our customers fear. Having strangers accessing your private information, or even security checks failing to be accurate or meet the standards are risks that could be very costly.
What common mistakes does our customer make?
Customers may fail to read privacy agreements and how-to tips, which result in undesired profile settings and misunderstanding between users. User friendliness and simplicity are core requirements for Beacon.
What barriers are keeping our customers from adopting solutions?
Customers are resistant to the impersonal and "untrustworthy" aspects of social networking. Customers generally do not want to pay for social networking unless the services provided are significantly differentiated from existing platforms.
What social jobs are we helping our customer get done?
The job our customers hire Beacon to perform is to build offline friendships with like-minded users through secure online social networking.

What emotional jobs are we helping our customer get done?
Beacon creates a safe environment for people in the same geographic location to get to know each other on deep, meaningful levels. These new relationships provide a deeper sense of belonging as users journey through life together.
What basic needs are we helping our customer satisfy?
Beacon is helping satisfy the human need for communication, belonging and the development of meaningful relationships.
Besides trying to get a core job done, our customer performs ancillary jobs in different roles. The jobs our customer is trying to get done include:

Buyer
As a buyer, our customer is looking to make friends with common interests, who live nearby, and with whom relationships are meaningful enough to pursue away from the screen, in the real world.


Co-creator
As a co-creator, our customer is trying to establish meaning and safety to his networks. He needs to feel good, comfortable and safe in his quest for friendship.

Transferrer
As a transferrer, our customer should encourage the sign-up on Beacon through word-of- mouth referrals and digital invitation sendouts.
How do we create savings that make our customers happy?
Beacon saves our customers time and energy in seeking offline friendships with the similar interests matched via a digital platform.
How do we produce outcomes our customer expects or that go beyond their expectations?
Beacon enables more offline friendships, meeting people with same interests that could potentially grow into long-term friendships.
Will we seek to copy or outperform current solutions that delight your customer?
Beacon will seek to replicate only the best-practices and standards for social profile creation. Beacon may even enable external network integration to allow for easy start-up. Beacon will then outperform through new visualizations of friends, interests and persona-matching.
How do we make our customers’ jobs or lives easier?
Beacon provides the ability to quickly see who is nearby, active, and shares similar concerns and values. Free trial accounts give limited access to the platform's capabilities with no cost barrier to trial and adoption.
How do we create positive social consequences that your customer desires?
Beacon creates rich social contexts by increasing the quantity and quality of a user's social circles. Beacon's purpose is to create positive, enriching relationships that would not have necessarily existed otherwise.
How do we do something customers are looking for?
Beacon's free offering provides a simple, efficient ability to share (and to
not
share) through an intuitive user interface and up-front privacy settings. Beacon utilizes a break-through design relative to identifying and connecting with other users who may be great friendship matches.
How do we fulfill something customers are dreaming about?
Beacon fulfills the dream for customers to have a stronger sense of place and belonging. Beacon creates a deeper network of associates and friends for those who choose to participate.
Help make adoption easier?
Beacon offers a no cost, limited capability option to drive trial and adoption of the platform. Users have the ability to disable a profile at any point. No obtrusive advertising; 100% guarantee not to sell or share personal data, ever.
Which products and services do we offer that helps our customer get either a functional, social, or emotional job done, or help satisfy basic needs?
Beacon’s purpose is to provide emotional well-being through increasing a user’s quantity and quality of their social network. This is achieved through enabling new friendships with users who share similar values related to cause, philanthropy, life stage, shared crises or circumstances.
Which ancillary products and services help our customer perform the roles of:

Buyer
Through Beacon, the user is the acquirer of new relationships.

Co-creator
The user co-creates his/her profile and chooses what he/she wants to share with the world around them and chooses whom with he/she wishes to connect.

Transferrer
The user transfers the product by killing own profiles, deleting apps, ending relationships as he/she sees fit. No physical product to create scrap or waste for the user.

Capabilities and services, ranked according to their
importance to our customer include:

1. Ability to discover others
2. Ability to discover and share self
3. Ability to participate in a safe, secure environment
4. Ability to do more with the platform/unlock new features should he/she choose to subscribe
5. Ability to discontinue use
How do we produce savings?
Beacon saves time and energy by centralizing the ability to create new friendships in one place: the mobile device.
How do we make our customers feel better?
Beacon eliminates risk of poor friendships and new associations while providing customers a better sense of place and belonging.
How do we fix under-performing solutions?
Beacon removes clutter and disruptive advertising. Narrows down associations based on proprietary matching algorithms. Enhances security through a “walled” approach to what can/can’t be seen and shared.

How do we put an end to difficulties and challenges our customers encounter?
Beacon helps remove potential connections which will not fit well or may cause emotional disruption. We seek to eliminate wasteful messaging related to advertising (whether targeted or un-targeted).
How do we wipe out negative social consequences our customers encounter or fear?
Beacon carries a security guarantee to elevate trust. We create an entirely new category of social networking without fear of data loss or breach of privacy.
How do we eliminate risks our customers fear?
Beacon seeks to eliminate technology risk related to security of personal information. (We recognize that this security guarantee will attract attention of hackers and others who will try to disrupt.) Free model eliminates financial burden.
How do we help our customers better sleep at night?
Beacon helps create better, more accurate matching with individuals and groups. Deeper friendships and sense of place.
How do we limit or eradicate common mistakes customers make?
Beacon uses simple, up-front settings for sharing and privacy. Walled-interactions limit ability for those who may not be a good fit to see and share.
How do we get rid of barriers that are keeping our customers from adopting solutions?
No cost to adopt and try the platform. Ease-of-use creates flat learning curve through intuitive UI.
Pain points our products and services kill, ranked according to their intensity for our customers:

1. Eliminates pain related to unsafe/unsecure social participation
2. Eliminates clutter and unnecessary noise related to advertising
3. Eliminates untrustworthy connections
4. Eliminates financial burden of a paid subscription (comes with lost opportunity for increased participation through subscription membership)
5. Eliminates cumbersome user interfaces

thank you
beacon
gains
pains
customer
jobs
gain
creators
pain
relievers
products/
services
the beacon: value proposition canvas
subscription model
Which savings would make our customer happy?
Our customers save time and effort in creating new friendships with people who have shared interests. Beacon enables users to connect and become acquainted with each other digitally before meeting in-person.
How does our customer measure success and failure?
Customers measure the performance of Beacon’s service by the quality and quantity of new relationships enabled by the platform. Failure will be measured by inability to create new connections, resulting in low frequency of user activity. Catastrophic failure will be measured by any breach in security or personal safety.
What outcomes does our customer expect and what would go beyond his/her expectations?
Beacon customers expect the highest degree of personal security and the most satisfying user experiences across touch points. To create 100% matches every time would go beyond expectations.
What are our customers looking for?
Customers who are interested in our service are looking for quality people, which means having relevant interests, trustworthy people and security. Fast, efficient and fun user experiences across desktop and mobile platforms are essential for creating user connections.
What would increase the likelihood of adopting a solution?
Lower member fees, investment in security and screening measures to control the quality of members, effective design and positive PR/word-of-mouth will increase the likelihood of adoption.
What positive social consequences does our customer desire?
Beacon customers desire more active social lives and seek to expand their social circles with other people who enjoy the same interests. Active participation on Beacon will be perceived by others as a worthwhile endeavor.
What would make our customer’s job or life easier?
Searching and connecting with other people can be done anywhere, anytime and accessed on mobile devices with web applications. Simplicity of interface design, a broad spectrum of features and the ability to trust the platform to deliver quality matches and activities will make lives easier.
How do current solutions delight your customer?
Our quality control measures include screening checks and user heuristics to match the right people together with suitable interests.
What makes our customer feel bad?
Advertising can have significant negative impacts on our customers’ active participation in social platforms. Meaningless posts and comments can also have negative consequences on the intended user experience process.
How are current solutions under-performing for our customer?
Privacy has been an issue for Beacon’s competitor platforms. Their inability to maximize security and privacy has created negative, distrusting perception for social networking in general. The problem is compounded by ubiquitous and disruptive advertising, coupled with the common practice by current solutions of selling user data and information.
What are the main difficulties and challenges our customer encounters?
Beacon customers are highly intelligent and resourceful, but tend to not have the time to create new relationships. Potential customers also harbor feelings of distrust toward social networking as a credible place for the creation of meaningful relationships.
What negative social consequences does our customer encounter or fear?
One of the main concerns that our target customers encounter is trust, including the fear of personal data and information falling in to the wrong hands. Customers need reassurance that will eliminate negative sentiment toward security considerations in order for users to become fully engaged in the platform.
What risks does our customer fear?
Security and privacy breach are the most common risks that our customers fear. Having strangers accessing your private information, or even security checks failing to be accurate or meet the standards are risks that could be very costly.
What common mistakes does our customer make?
Customers may fail to read privacy agreements and how-to tips, which result in undesired profile settings and misunderstanding between users. User friendliness and simplicity are core requirements for Beacon.
What barriers are keeping our customers from adopting solutions?
Customers are resistant to the impersonal and "untrustworthy" aspects of social networking. Customers generally do not want to pay for social networking unless the services provided are significantly differentiated from existing platforms.
What social jobs are we helping our customer get done?
The job our customers hire Beacon to perform is to build offline friendships with like-minded users through secure online social networking.

What emotional jobs are we helping our customer get done?
Beacon creates a safe environment for people in the same geographic location to get to know each other on deep, meaningful levels. These new relationships provide a deeper sense of belonging as users journey through life together.
What basic needs are we helping our customer satisfy?
Beacon is helping satisfy the human need for communication, belonging and the development of meaningful relationships.
Besides trying to get a core job done, our customer performs ancillary jobs in different roles. The jobs our customer is trying to get done include:

Buyer
As a buyer, our customer is looking to make friends with common interests, who live nearby, and with whom relationships are meaningful enough to pursue away from the screen, in the real world.


Co-creator
As a co-creator, our customer is trying to establish meaning and safety to his networks. He needs to feel good, comfortable and safe in his quest for friendship.

Transferrer
As a transferrer, our customer should encourage the sign-up on Beacon through word-of- mouth referrals and digital invitation sendouts.
How do we create savings that make our customers happy?
Beacon saves our customers time and energy in seeking offline friendships with the similar interests matched via a digital platform.
How do we produce outcomes our customer expects or that go beyond their expectations?
Beacon enables more offline friendships, meeting people with same interests that could potentially grow into long-term friendships.
Will we seek to copy or outperform current solutions that delight your customer?
Beacon will seek to replicate only the best-practices and standards for social profile creation. Beacon may even enable external network integration to allow for easy start-up. Beacon will then outperform through new visualizations of friends, interests and persona-matching.
How do we make our customers’ jobs or lives easier?
Beacon provides the ability to quickly see who is nearby, active, and shares similar concerns and values. Free trial accounts give limited access to the platform's capabilities with no cost barrier to trial and adoption.
Subscriber accounts give additional tools and capabilities related to identifying friendship matches, unlimited communication and advanced profile and sharing mechanisms.
How do we create positive social consequences that your customer desires?
Beacon creates rich social contexts by increasing the quantity and quality of a user's social circles. Beacon's purpose is to create positive, enriching relationships that would not have necessarily existed otherwise.
How do we do something customers are looking for?
Beacon's free offering provides a simple, efficient ability to share (and to
not
share) through an intuitive user interface and up-front privacy settings. Beacon utilizes a break-through design relative to identifying and connecting with other users who may be great friendship matches.
Beacon's subscription offering provides advanced identification and location of friendship matches.
How do we fulfill something customers are dreaming about?
Beacon fulfills the dream for customers to have a stronger sense of place and belonging. Beacon creates a deeper network of associates and friends for those who choose to participate.
Help make adoption easier?
Beacon offers a no cost, limited capability option to drive trial and adoption of the platform. Users have the ability to disable a profile at any point. No obtrusive advertising; 100% guarantee not to sell or share personal data, ever.
Which products and services do we offer that helps our customer get either a functional, social, or emotional job done, or help satisfy basic needs?
Beacon’s purpose is to provide emotional well-being through increasing a user’s quantity and quality of their social network. This is achieved through enabling new friendships with users who share similar values related to cause, philanthropy, life stage, shared crises or circumstances.
The paid subscription model opens up advanced communication and profile management options which do not exist in the free model.
Which ancillary products and services help our customer perform the roles of:

Buyer
Through Beacon, the user is the acquirer of new relationships.

Co-creator
The user co-creates his/her profile and chooses what he/she wants to share with the world around them and chooses whom with he/she wishes to connect.
Through the subscription model, the user has advanced communication, sharing and profile management options.

Transferrer
The user transfers the product by killing own profiles, deleting apps, ending relationships as he/she sees fit. No physical product to create scrap or waste for the user.

Capabilities and services, ranked according to their
importance to our customer include:

1. Ability to discover others using advanced options
2. Ability to discover and share self using advanced options
3. Ability to participate in a safe, secure environment
4. Ability to do more with the platform/unlock new features should he/she choose to subscribe
5. Ability to discontinue use
How do we produce savings?
Beacon saves time and energy by centralizing the ability to create new friendships in one place: the mobile device.
How do we make our customers feel better?
Beacon eliminates risk of poor friendships and new associations while providing customers a better sense of place and belonging.
How do we fix under-performing solutions?
Beacon removes clutter and disruptive advertising. Narrows down associations based on proprietary matching algorithms. Enhances security through a “walled” approach to what can/can’t be seen and shared.
How do we put an end to difficulties and challenges our customers encounter?
Beacon helps remove potential connections which will not fit well or may cause emotional disruption. We seek to eliminate wasteful messaging related to advertising (whether targeted or un-targeted).
How do we wipe out negative social consequences our customers encounter or fear?
Beacon carries a security guarantee to elevate trust. We create an entirely new category of social networking without fear of data loss or breach of privacy.
How do we eliminate risks our customers fear?
Beacon seeks to eliminate technology risk related to security of personal information. (We recognize that this security guarantee will attract attention of hackers and others who will try to disrupt.) Free model eliminates financial burden.
Subscription model provides advanced profile management tools and additional privacy options unavailable in the free model.
How do we help our customers better sleep at night?
Beacon helps create better, more accurate matching with individuals and groups. Deeper friendships and sense of place.
How do we limit or eradicate common mistakes customers make?
Beacon uses simple, up-front settings for sharing and privacy. Walled-interactions limit ability for those who may not be a good fit to see and share.
How do we get rid of barriers that are keeping our customers from adopting solutions?
No cost to adopt and try the platform. Ease-of-use creates flat learning curve through intuitive UI.
Pain points our products and services kill, ranked according to their intensity for our customers:

1. Eliminates pain related to unsafe/unsecure social participation through advanced matching and profile management options
2. Eliminates clutter and unnecessary noise related to advertising
3. Eliminates untrustworthy connections
4. Eliminates financial burden of a paid subscription (comes with lost opportunity for increased participation through subscription membership)
5. Eliminates cumbersome user interfaces

no change in the customer side of the value proposition canvas related to the subscription offering versus the free offering.
Full transcript