Exercise in Your Library How - To Lessons from the ARL Liaison - - PowerPoint PPT Presentation

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Exercise in Your Library How - To Lessons from the ARL Liaison - - PowerPoint PPT Presentation

Feb 10, 2023 48 likes •830 views

Running a Value Proposition Exercise in Your Library How - To Lessons from the ARL Liaison Institute WE WELCOME OME M.J. DElia University of Guelph mdelia@uoguelph.ca Twitter: @mjdelia Agenda Context and overview Value

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Running a Value Proposition Exercise in Your Library

“How-To” Lessons from the ARL Liaison Institute

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WE WELCOME OME

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M.J. D’Elia

University of Guelph mdelia@uoguelph.ca Twitter: @mjdelia

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Agenda

  • Context and overview
  • Value proposition design stages
  • Preparation and planning
  • Discussion
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Objectives

  • Introduce the basic elements of value

proposition design

  • Offer tips for facilitating a value

proposition conversation in your library

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In one sentence…

Why did you choose to attend this webinar?

(type a short response in the chat window)

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ARL RL LI LIAIS AISON ON INS NSTIT TITUTE UTE (JUNE UNE 20 2015 15)

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ARL Liaison Institute

  • Liaison librarians (~45)

–Cornell, Toronto, Columbia

  • Objectives

–Open conversations about liaison work –Think like users (esp. faculty and grads) –Articulate the value we (think we) bring

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ARL Liaison Institute

  • Value Proposition Activity

–5-6 hours –Two different days

  • Organization

– 10 groups (4-5 members) – Examined different customer segments – Markers, sticky notes, flip chart paper, etc.

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OVE VERVIE VIEW

< Toolkit p. 2 >

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Business Terms Ahead

  • Customers
  • Value proposition
  • Segmentation
  • Value
  • Synergy (kidding…)
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Business Model Canvas

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WH WHAT IS V S VALUE UE PROP OPOSITIO OSITION N DE DESI SIGN? N?

< Toolkit p. 4 - 5 >

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Value Proposition

The combination of products and services that create value for a particular customer segment.

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Value Proposition

The combination of products and services that create value for a particular customer segment.

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Customer Profile Map

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Value Proposition

The combination of products and services that create value for a particular customer segment.

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Value Map

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Value Proposition Canvas

Customer Profile Map Value Map

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Value Proposition

Why would people choose us?

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Why Value Proposition Design?

  • Start with the customer
  • Challenge assumptions
  • Articulate value clearly
  • Build shared purpose and direction
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  • 1. CH

. CHOO OOSING SING A CU CUST STOMER OMER SE SEGMENT ENT

< Toolkit p. 6 >

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Segmentation

The process of dividing a large group of customers into smaller, more definable groups of customers.

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Segmentation Strategies

  • Geographic
  • Demographic
  • Behavioral (e.g. benefits, usage, loyalty)
  • Psychographic (e.g. values, interests,
  • pinions)
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Segmentation Tips

  • Choose a segment that you can access
  • Resist broad generic categories

– Turn “faculty” into “early-career faculty” or “Engineering faculty”

  • Segment should share a common objective

(or obstacle)

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2.

  • 2. UN

UNDE DERS RSTANDIN ANDING YOU OUR R CUS USTOMER OMER

< Toolkit p. 7 - 9 >

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Cus ustomer

  • mer Prof

rofile ile Ma Map: : Jo Jobs

What are your customers trying to get done in their work or in their life?

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Jo Jobs s + + Task asks

What are teaching faculty trying to get done in work and life?

(type a short response in the chat window)

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Graduat aduate e St Studen udents ts: : Jo Jobs

  • Present research
  • Write papers
  • Apply for grants
  • Monitor social media
  • Socialize with friends
  • Childcare responsibilities
  • Analyze data
  • Teaching assistant role
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Cus ustomer

  • mer Prof

rofile ile Ma Map: : Pains ains

What annoys your customers or prevents them from getting their jobs done?

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Pains ains + + Frus ustrations trations

What annoys teaching faculty and prevents them from getting their jobs done?

(type a short response in the chat window)

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Graduat aduate e St Studen udents ts: : Pains ains

  • Conflict with advisor
  • Lack of data
  • Depressing job prospects
  • Outdated/broken technology
  • Lack of study space
  • Relationships (roommates!)
  • Lack of study space
  • No time for social activity
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Cus ustomer

  • mer Prof

rofile ile Ma Map: : Gains ains

What are the outcomes or benefits that your customers want?

(e.g. social gains, positive emotions, cost savings)

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Gains ains + + De Desired ired Ou Outc tcomes

  • mes

What are the outcomes or benefits that teaching faculty want?

(e.g. social gains, positive emotions, cost savings)

(type a short response in the chat window)

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Graduat aduate e St Studen udents ts: : Gains ains

  • Future earning prospects
  • Build personal reputation
  • Develop employable skills
  • Receive grants
  • Start/continue raising a family
  • Improve scholarly self-esteem
  • Develop employable skills
  • Attract grant money
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3.

  • 3. DE

DESC SCRIBIN RIBING PROD ODUC UCTS S AND ND SE SERVICES VICES

< Toolkit p. 10 - 12 >

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Val alue ue Ma Map: : Products roducts + S + Ser ervices vices

What products or services do you offer that your customer would be interested in?

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Products roducts + S + Ser ervices vices

What products or services do you offer that teaching faculty would be interested in?

(type a short response in the chat window)

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Graduat aduate e St Studen udents ts: : Products roducts

  • GIS and data services
  • Location and salary data
  • Documenting impact (for promotion)
  • Institutional repository
  • Financial literacy workshops
  • Remote access to resources
  • Research support
  • Course/curriculum design help
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Val alue ue Ma Map: : Pain ain Reli eliever ers

How do your products alleviate customer pains? How will you reduce the frustrations your customer experiences?

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Grad ad St Studen udents: ts: Pain ain Reli eliever ers

  • Citation management tools
  • Empathetic non-judgmental help
  • Workshops on finding grants
  • Save time with remote access
  • Reduce costs for expensive resources
  • Reduce anxiety about teaching
  • Personal research support
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Val alue ue Ma Map: : Gain ain Creat eator

  • rs

How do your products create customer gains? How will you produce the

  • utcomes your customer wants?
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Grad ad St Studen udents: ts: Gain ain Creat eator

  • rs
  • Enhance communication skills
  • Access to rare resources
  • Increase efficient use of time (e.g.

citation management)

  • Promote their work
  • Provide quiet study space
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4.

  • 4. ART

RTICULA CULATING TING BE BENE NEFIT FITS

< Toolkit p. 13 >

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Value Proposition Canvas

Customer Profile Map Value Map

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Value Proposition Ad-lib

Our [choose a product or service] help(s) [name your customer segment] who want to [itemize the task they want to do] by [describe what your solution does].

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Value Proposition Ad-lib

Our Open Access Fund help(s) [name your customer segment] who want to [itemize the task they want to do] by [describe what your solution does].

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Value Proposition Ad-lib

Our Open Access Fund help(s) mid-career faculty who want to [itemize the task they want to do] by [describe what your solution does].

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Value Proposition Ad-lib

Our Open Access Fund help(s) mid-career faculty who want to amplify their scholarly impact by [describe what your solution does].

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Value Proposition Ad-lib

Our Open Access Fund help(s) mid-career faculty who want to amplify their scholarly impact by increasing access to their research.

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5.

  • 5. VALI

LIDATING TING VALUE UE PROP OPOSITIONS OSITIONS

< Toolkit p. 14 - 15 >

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Problem-Solution Fit

  • Identified jobs, pains, gains for your

customer segment

  • Articulated value propositions
  • Next step

– Determine whether or not customers see the same value

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Product-Market Fit

  • Customers are using your products or

services in increasing numbers

  • Evidence that a market is emerging
  • Next step

– Refine based on customer interaction; Monitor and anticipate demand

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Business Model Fit

  • Value propositions are aligned with the

customers’ wants/needs

  • Customers come back to use the service
  • Next step

– Situate the value proposition within a sustainable and scalable model to continue offering value

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KE KEY QU QUEST STION IONS S FOR OR PLA LANN NNING ING

< Toolkit p. 16 >

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Planning Considerations

  • What is your objective?

– Start a conversation v. Solve a problem

  • What are your deliverables?

– Tangible takeaways from the workshop – Anticipated next steps following the workshop

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Planning Considerations (cont’d)

  • What is the timeline?

– When do you need to make decisions? – When is everyone available?

  • Where should you host the meeting?

– On-site v. Off-site

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Planning Considerations (cont’d)

  • Who needs to be there?

– Staff v. stakeholders v. customers

  • What is the best group composition?

– Random v. self-selection v. assigned – Small teams v. large teams

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Planning Considerations (cont’d)

  • How will participants select customer

segments?

– Random v. assigned v. self-selection

  • Should you order food?

– Yes. Always yes.

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ADVANCED NCED PRE REPARA ARATION TION

< Toolkit p. 16 >

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Advanced Preparation

  • Gather materials

– Markers, sticky notes, pens, etc.

  • Draw charts

– Customer Profile Map, Value Map

  • Draft and copy handouts

– Agenda, prompting questions, ad-lib activity, etc.

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Advanced Preparation (cont’d)

  • Compose groups

– Assign groups (if you want)

  • Gather instructions for activities

– PowerPoint v. worksheets

  • Outline your rationale

– Why is everyone doing this?

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RE REVIE VIEW W + W + WRA RAP UP UP

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Five Basic Stages

  • Choosing a segment
  • Understanding the customer
  • Describing products and services
  • Articulating benefits
  • Validating statements
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QU QUEST STION IONS S + C + COMM OMMENT ENTS

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THA HANK NK YOU OU!

M.J. D’Elia mdelia@uoguelph.ca

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Running a Value Proposition Exercise in Your Library

“How-To” Lessons from the ARL Liaison Institute