Value proposition and customer segment

Explain what a business's value proposition is and draft the value proposition for a driving school that only gives lessons in the afternoons and at weekends, designed for working people.

Every value proposition starts from a customer problem or need. Identify the problem each product solves: an app that brings all the electricity, water and mobile phone bills together in a single panel, and noise-cancelling headphones designed for shared offices.

Compare the value proposition of a supermarket own-brand coffee and that of a fair trade speciality coffee that costs three times as much: what each one promises and what type of customer it targets.

Explain what a buyer persona is and describe the one for a coffee shop located next to a university: approximate age, routines, what they look for and what bothers them.

Segmentation divides the market into groups with similar needs using criteria such as age, income level, location or lifestyle. State which criterion each of these businesses mainly uses: a nappy brand, a luxury car dealership, a chain of 24-hour gyms and a country hotel.

Explain what a market niche is and why starting in a small one can be a good idea, using as examples a brand of food for dogs with allergies and a plus-size sportswear brand.

State which customer segment is the most logical for each offer and justify your answer: trendy designer sunglasses for 25 €, a set lunch menu next to an office park, and travel insurance covering extreme sports.

The figure represents the fit between the value proposition and the customer segment, as shown in the diagram. Explain what it means for both pieces to "fit", and reason what happens to a business whose value proposition does not fit its segment.

A start-up sells boxes of "wonky" fruit, rejected for its appearance but in perfect condition, with home delivery 30% cheaper than in supermarkets. a) Write its value proposition in one or two sentences. b) Define its most likely customer segment and justify your answer.

An artisanal clothing brand must choose sales channels: its own town-centre shop, online marketplaces, or social media sales with home delivery. Compare the advantages and disadvantages of each channel and recommend a combination to start with.

Customer relationships can be self-service, personal assistance, or user communities. Give an example of a business (real or fictitious) for each type, and explain which type of relationship best fits a language-learning app and why.

A bakery wants to launch a breakfast service for offices with orders placed via WhatsApp the afternoon before. a) Define the customer segment it targets. b) Write its value proposition in one or two sentences. c) Point out one possible misfit between the problem and the solution that it should check before launching.

A veterinary practice offers home visits booked by app, designed for pets that get stressed at the clinic and owners without a car. a) Describe its buyer persona. b) Write the value proposition in one or two sentences. c) Reason what the customer gives up compared to a traditional clinic (operating theatre, emergencies) and how it could be compensated.

A city bicycle shop wants to organise its offer. Propose three customer segments (for example, people who use their bike to commute to work, families, sport cyclists) and for each one state a suitable product feature and sales message.

A shop sells refillable detergents in bulk with reusable containers, $15\ \%$ more expensive than the supermarket own-brand ones. a) Define the segment that values that proposition. b) Analyse two barriers the customer may have (price, convenience) and propose how to overcome them without lowering the price.

A ready-meals company thought it sold to "people who cannot cook", but discovers that its real customers are parents with little time. Explain how the value proposition and the communication change when the segment is redefined in this way, with two specific examples.