NOVEMBER 11-15, 2019

NOVEMBER 11-15, 2019
Official Conference of the
International Institute of Business Analysis 


Wednesday, November 8, 2017

10:25 am – 11:25 am | Presentation | Room: Oceana 11 & 12

Designing Value Propositions that Matter to Your Customers

Presented by: Michael Lachapelle


A significant challenge these days is to create and maintain a genuine connection with your customers, staying focussed, understanding and serving their needs. The term you use may be specific to your context, customers, clients, users, members, or consumers, but each of these terms refer to a target for whom you create value; thus they are synonymous.

In this session Michael Lachapelle will consider the shift in understanding from customer’s characteristics to their motivations. Key to this is the job-to-be-done approach of outcome driven innovation. He will introduce the value proposition canvas as a tool to profile customers and to design offers that matter to your customers. The core of this perspective is to understand the jobs your customers have to complete or the problems they have to solve. By understanding the outcomes they wish to have (gains) and the barriers to getting the jobs done or problems solved (pains), one can design a solution or an offer of products and services that will achieve ‘market fit’.

Learning Objectives:

  • Developing insights about customers
  • Profiling customers' jobs pains and gains
  • Understanding outcome based segmentation


 Michael Lachapelle

Michael Lachapelle

Principal Analyst
Business Model Fulcrum

Michael Lachapelle is a Strategyzer (Business Model canvas) certified coach, trainer and consultant. He has worked with the business model approach to business design since early 2008. He has more than 18 years of practice in business design, enterprise analysis, strategic management, and product & service innovation. Michael has worked in the private, government, member-based, and not-for-profit sectors. His areas of focus are business design, business models, platform strategy, discovery driven innovation, and partnership dynamics.

An independent, strategic consultant, Michael works with founders and senior executives from early stage start-ups to established multi-national enterprises, helping them to better align, communicate and change the way they do business. He coaches individuals and small teams, helps organizations implement business design methods, and facilitates innovation.

Michael's 2017 Presentations:

  1. Designing and Changing Business: Working with the Business Model Canvas
    Tuesday, November 7, 2017 (1:30 pm – 4:30 pm)
  2. Designing Value Propositions that Matter to Your Customers
    Wednesday, November 8, 2017 (10:25 am – 11:25 am)

Building Business Capability is the only conference that provides insight into Business Analysis, Business Architecture, Business Process, Business Rules, Business Decisions, and Business Strategy & Transformation toward the pursuit of business excellence.



Event Produced and Organized by Rising Media in association with Business Rule Solutions Copyright © 2010-2018, Rising Media, Inc. All Rights Reserved.

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