{"id":425,"date":"2020-11-02T12:39:10","date_gmt":"2020-11-02T10:39:10","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?post_type=lesson&p=425"},"modified":"2023-08-15T09:11:17","modified_gmt":"2023-08-15T06:11:17","slug":"value-proposition","status":"publish","type":"lesson","link":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/value-proposition\/","title":{"rendered":"Value proposition"},"content":{"rendered":"
\"\"
Photo: Outi K\u00e4hk\u00f6nen<\/figcaption><\/figure>\n

\u00a0<\/p>\n

Why should customers choose your destination or company? How is your offering the best solution to their problems or hopes? How would they know it?<\/p>\n

The value proposition describes how your destination or company stands out from the competitors, and what it offers to your customers. This<\/span><\/span> promise aims to benefit the customer by solving a problem or improving the current situation. Customers choose the company that brings them the most value.<\/span><\/span><\/p>\n

Start forming the value proposition with the help of these questions:<\/span><\/span><\/p>\n

    \n
  1. What distinguishes your company\u2019s services or products from competitors? The value proposition can be related to authenticity, locality, sustainability or even storytelling. <\/span><\/span><\/li>\n
  2. What problem does your company\u2019s service or product solve?
    Each customer group must have its own combination of company services and products. <\/span><\/span><\/li>\n
  3. What benefits does your company offer to customers?
    Benefits can be innovative or even promises of sustainability.\u00a0<\/span><\/span><\/li>\n
  4. How does your story support the value proposition?
    When you create a story around your company\u2019s value proposition, customers focus on it. A story makes it possible to stand out from the competition. An emotional story enhances customer loyalty. <\/span><\/span><\/li>\n
  5. What is your value proposition to different customer groups?
    Different customer groups have different needs and expectations <\/span>e.g.<\/span>\u00a0couples travelling without children or families with children. Therefore, you should tailor value propositions appropriately for different customer groups.<\/span><\/span>
    (Source: Lappi Luxus Business Model Workbook<\/a><\/span>)<\/span><\/li>\n<\/ol>\n

    The value proposition is part of a Business Model Canvas (BMC), which is a\u00a0<\/span>visual\u00a0<\/span>template that includes nine (9) boxes describing the core elements of the destination’s or company’s business concept.<\/span>\u00a0<\/span><\/p>\n

    Watch the video to learn about the BMC contents.<\/p>\n

    [embedyt] https:\/\/www.youtube.com\/watch?v=IP0cUBWTgpY[\/embedyt]<\/p>\n

    Now read how the value proposition was cocreated for the Sompio destination.<\/p>\n

    [pdf-embedder url=”https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Lempiainen-ValueProposition_MAKKE-article_in-English-PP.pdf” title=”Lempi\u00e4inen-ValueProposition_MAKKE-article_in-English-PP”]<\/p>\n

    Task:\u00a0<\/strong>Start filling in the Business Model Canvas for your destination \/ company. You may use this template(pdf)<\/a><\/span>, or alternatively, this Business Model Workbook<\/a><\/span> (pdf) created in the Lapland Luxus \u2013 Nature-based Wellbeing
    Services and Products for Tourism Industry project.<\/p>\n

    Start with the Value Proposition.<\/p>\n

    Continue filling in the slots during the following lessons.<\/p>\n

    Sources and further reading:<\/h2>\n

    The Business Channel 2016. The Business Model Canvas – 9 Steps to Creating a Successful Business Model – Startup Tips. https:\/\/youtu.be\/IP0cUBWTgpY<\/a>.<\/p>\n

    Lempi\u00e4inen, M. 2020. Arvolupaus matkailukohteen kehitt\u00e4misess\u00e4. In<\/span>\u00a0<\/span>Kaihua, H., Koikkalainen, M., K\u00e4hk\u00f6nen, O.,\u00a0Lempi\u00e4inen, M., Liimatta, M., Tapaninen, M. & N.\u00a0Vuontisvaara\u00a0(eds.)<\/span>\u00a0<\/span>Kohdekokemus \u2013 yhteinen n\u00e4kemys.\u00a0 Accessed\u00a03\u00a0June 2021\u00a0 https:\/\/issuu.com\/lapinamk\/docs\/b_3_2020_kaihua_koikkalainen_k_hk_nen_lempi_inen_l\/26.<\/a><\/span><\/p>\n

    Panttila, P. 2021. Ruokamatkailun tarinallistaminen. Opas ydin- ja palvelutarinan kirjoittamiseen.\u00a0 http:\/\/www.hungryforfinland.fi\/files\/2021\/12\/Opas_palvelutarinan_kasikirjoittamiseen_2020.pdf<\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"","_lesson_length":0,"_lesson_course":321,"_lesson_preview":""},"lesson-tag":[],"class_list":["post-425","lesson","type-lesson","status-publish","hentry","module-concept-planning","post"],"yoast_head":"\nValue proposition - PAN - Phenomena of Arctic Nature<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/value-proposition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Value proposition - PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Why should customers choose your destination or company? 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