Value Proposition – Case – Diagnostics for All
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Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition Hi @mjskok 1 STARTUP SECRETS MICHAEL J SKOK An insider’s guide to unfair competitive advantage Hi Harvard innovation lab Building a Compelling Value Proposition twitter: @mjskok mjskok.com North Bridge Venture Partners Case Example: DFA
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This case example provides an overview of DFA’s approach to defining its value proposition, as well as its ability to address qualitative evaluation and gain/pain ratio requirements. This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.com
Transcript of Value Proposition – Case – Diagnostics for All
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
1
STARTUP SECRETS
MICHAEL J SKOK
An insider’s guide to unfair competitive advantage
Hi Harvard innovation lab
Building a Compelling Value Proposition
twitter: @mjskok mjskok.com
North Bridge Venture Partners
Case Example: DFA
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
2
Value Proposition Template
• For (target customers) • Who are dissatisfied with (the current
alternative) • Our product is a (new product) • That provides (key problem-solving
capability)• Unlike (the product alternative)
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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Diagnostics For All (DFA)
• For those in the developing world• Who are dissatisfied with limited access
to diagnosis• Our product is a patterned paper-based
diagnostic technology• That provides low-cost, easy-to-use,
point-of-care diagnostics• Unlike no diagnosis
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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Qualitative evaluation
Before
After
Acute Pain
Absolute Joy
Vitamin vs. Penicillin
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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DFABefore
Need
After
Solution
53%of Rwandan women
cannot afford healthcare
26%of Rwandan women
live too far from a hospital
[1] National Institute of Statistics of Rwanda (NISR) [Rwanda], Ministry of Health (MOH) [Rwanda] http://www.measuredhs.com/publications/publication-fr259-dhs-final-reports.cfm
Point-of-careMinimal training required
Cost = 1¢Diagnosis by telemedicine
Image: http://www.trust.org/alertnet/news/alertnets-top-20-big-ideas-that-dont-cost-the-earth/
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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Gain/Pain ratio• Revenue • Cost savings• Time• People• Competitive advantage• Reputation• Etc..
• Inertia• Switching costs?• Default = do
nothing• Alternatives?• Good enough =
good enough!• RISK on a startup
• Find (See)• Try• Buy• Implement• Deploy• Own – eg TCO
Inertia,RISK
Gain
Pain
>10
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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DFA Gain / Pain
• NO current solution => huge• NO infrastructure required• NO training required• NO time required
• Customers Gain/Pain ratio = ∞
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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DFA ExampleAt-risk pregnancy
Liver function• 8 million affected globally• conducting ~700 person trial in Vietnam• test for ALT/AST enzymes• cost: $14 v. 1¢ (DFA)
Child nutritionSmall farmer support
Customer ‘pain’ is real pain
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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START UP SECRETS
MICHAEL J SKOK
An insider’s guide to unfair competitive advantage
Hi Harvard innovation lab
Building a Compelling Value Proposition
mjskok.com twitter: @mjskok
North Bridge Venture Partners
Case Example: DFA
