• They have substantially different profitability
• They are willing to pay for different aspects of the offering. (QUOTE: Osterwalder & Pigneur,2010)
The important question organizations then should be able to answer is; for whom are we creating value? And why are we creating value for this, or these, segment(s). (Osterwalder, 2004)
Figure 2.7 Osterwalder & Pigneur’s (2010) Figure 2.8 Osterwalder & Pigneur’s (2010)
(C) Channels:
Then, organizations should figure out how the value proposition should reach the customers of focus. The channels should among other provide a pathway for the value proposition to reach the customers, raise awareness among customers, help them evaluate the value proposition, and provide post-purchase customer service (Osterwalder & Pigneur, 2010). Examples of channels are: sales force, web sales, own stores, partner stores and wholesalers. According to Osterwalder
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When figuring out which channels to use, the organization should think how each of their potential channels works in each of the different phases.
(d) Relations:
The relation building block provides an opportunity for management to think about what relations they want to create with the customers of the value proposition. How will the organization acquire customers, and how will it retain them? Questions that need to be answered are how the personnel (if any) are going to assist the customers and if co-creation together with the customer could add value to the relations (Osterwalder & Pigneur, 2010).
The main thing to consider here is to think of how value could be added to the business model