Page 231 - The Design Thinking Playbook

EXPERT TIP
Develop value proposition

The need/approach/benefits/competition (NABC) analysis is another simple tool for drawing up a value
proposition. If you are able to answer the key questions from the four areas adequately, the value proposi- Needs & Benefits
tion is usually clear. Approach
Unlike the customer profile, the NABC analysis takes the competition in due consideration, so it allows for
an additional focus on uniqueness.
The needs and benefits are derived from the customer profile. The approach corresponds to the solution, Competition
and the competition is in line with the existing alternatives in the lean canvas. The value proposition is
derived from these elements.

(Solution) (Existing alternatives)

• What customers do we address? • What is the approach to a solution or • What are the benefits for • What alternatives exist today
(internal/external) the performance promise? the customer? and in the future?
• What is the main customer need? • What is the product, service, or pro- • What are qualitative and • What is the risk?
• What does the customer have prob- cess proposal? quantitative benefits for the • How were the problems solved
lems with? • How will the product or service be de- customer? up to now?
• Where are opportunities for improve- veloped and launched on the market? • How can I communicate
ment? • How will we earn money with it? them in the form of story-
• Where does our opportunity lie? (business model) telling?
• What are the main problems? • What technological drivers affect our
business model?
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