tasks using native to-do tools. ON-. RAMP. Consumer. An in divi du al co ns um eris bu ying or be ne fitin g fr om th e
ON-RAMP
How will a user come to see value by trying your offering in a way that feels safe and low-risk?
CHANNELS
USER
How will a user come to see value by trying your offering in a way that feels safe and low-risk?
How do users discover, learn about and eventually acquire your offering?
CHANNELS
Who will be benefiting, buying or contributing value to your offering?
ON-RAMP
Who will be benefiting, buying or contributing value to your offering?
USER
How do users discover, learn about and eventually acquire your offering?
a small but mightyWe team that unites help organizations ignite growth by uniting design,
and entrepreneurship. design, business, business and entrepreneurship
to ignite growthpeerinsight.com
VALUE EXCHANGE How do users exchange value for your offering? What form does your revenue come in?
PROTOTYPING METHODS How are we going to test our most critical assumptions about value, scale & execution? peerinsight.com
A third-party is buying or benefiting from the offering
• Beneficiary
• Beneficiary • Buyer
SUB-OPTION
1 - 5 W O R D S T H AT D E S C R I B E THE USER
• Buyer
SUB-OPTION
EXAMPLE
Software company selling an enterprise solution
A product company selling to Target, who then sells to a consumer
EXAMPLE
Software company selling an enterprise solution EXAMPLE
EXAMPLE
• Buyer
• Beneficiary
USER
Third-Party
A group of buyers or beneficiaries share costs
A time-share property
• Buyer
Free Consultation
ONRAMP
Product Preview User receives a virtual walk-through of the product, it’s features and how to maximize value
User connects with a product representative to learn about the product’s value to them
EXAMPLE
SUB-OPTION
• Beneficiary
Business ONRAMP
• Buyer
USER
Shared/Co-pay
1 - 5 W O R D S T H AT D E S C R I B E THE USER
SUB-OPTION
Consumer
A third-party is buying or benefiting from the offering USER
A private or public organization is buying or benefiting from the offering
• Beneficiary
1 - 5 W O R D S T H AT D E S C R I B E THE USER
SUB-OPTION
An individual consumer is buying or benefiting from the offering
• Buyer
1 - 5 W O R D S T H AT D E S C R I B E THE USER
USER
A product company selling to Target, who then sells to a consumer
Warby Parker selling glasses online or in-store
EXAMPLE
Warby Parker selling glasses online or in-store
1 - 5 W O R D S T H AT D E S C R I B E THE USER
EXAMPLE
SUB-OPTION
SUB-OPTION
A private or public organization is buying or benefiting from the offering
Third-Party
1 - 5 W O R D S T H AT D E S C R I B E THE USER
An individual consumer is buying or benefiting from the offering
USER
• Buyer
Business
USER
• Beneficiary
Consumer
USER
1 - 5 W O R D S T H AT D E S C R I B E THE USER
• Beneficiary EXAMPLE
EXAMPLE
Suit Supply - style and fitting concierge
Trello - Guides user through on-boarding tasks using native to-do tools
Money-Back Guarantee
Free Trial
ONRAMP
ONRAMP
Referral Bonus
(USER) D AY S
FOR
User tries the offering at no expense to them for a limited amount of time
GETS
Lyft referral - $5 off first ride EXAMPLE
User receives discount for referring/being referred
(USER)
Free Trial
ONRAMP CHANNEL
Referral Bonus
User searches for a keyword and comes across your offering's webpage, where they can learn more and purchase
ONRAMP
Online Search/Paid Ads
Social Media User comes across your offering organically or from a post you sponsor
EXAMPLE
EXAMPLE
Google AdWords, Angies List
Instagram sponsored post, Referral in facebook group, Paid referral in blog
EXAMPLE
Lyft referral - $5 off first ride
GETS (BONUS)
Money-Back Guarantee
CHANNEL
User receives discount for referring/being referred
CHANNEL
ONRAMP
EXAMPLE FOR
User buys the offering and has the option to return it for a full refund
Blue Apron
EXAMPLE
Blue Apron
D AY S
EXAMPLE
Casper Mattresses
FOR
(BONUS) WITHIN
D AY S
Casper Mattresses
FOR
EXAMPLE
User tries the offering at no expense to them for a limited amount of time
D AY S
User buys the offering and has the option to return it for a full refund
WITHIN
ONRAMP
Word-of-Mouth User hears about offering from an interaction with trusted contacts
Retail/E-Commerce Company story, Company website, Amazon search
Grocery stores, Boutiques, ASOS online
EXAMPLE
User interacts with someone who represents your brand
EXAMPLE
User comes across your offering while shopping online or in-store
EXAMPLE
Company story, Company website, Amazon search
Retail/E-Commerce VALUE EXCHANGE
Grocery stores, Boutiques, ASOS online CHANNEL
CHANNEL
Franchisee/Re-Seller Per-Per-Use
Subscription
One-Time
VALUE EXCHANGE
User pays a rate for offering on a fixed cadence
User pays everytime they use the offering
User pays for the offering 1 time and gets unlimited access
EXAMPLE
Netflix, Stitch Fix EXAMPLE
Parking Meter
FOR
EXAMPLE (PRICE)
EVERY
FOR R AT E
( R AT E )
User comes across your offering while shopping online or in-store from a third-party vendor
Direct Salesforce
User comes across your offering while shopping online or in-store from a third-party vendor VALUE EXCHANGE
User comes across your offering while shopping online or in-store
EXAMPLE
Cold calling, Conference/tradeshow
EXAMPLE
User interacts with someone who represents your brand
EXAMPLE
Franchisee/Re-Seller
CHANNEL
CHANNEL
CHANNEL
Cold calling, Conference/tradeshow
Direct Salesforce
CHANNEL
Buying a car
• Financing? (CADENCE) EVERY
FOR ( R AT E )
@ (CADENCE)
(INTEREST)
Gain-Sharing
VALUE EXCHANGE
Freemium D ATA
"Say" data about key elements of the offering Forced ranking or elements that users value.
Pitch Deck
EXAMPLE
Spotify, Zoom Conferencing
A D D - O N PA I D S E R V I C E S
VALUE EXCHANGE
User accesses a basic version of the offering for free and can pay for add-on services/tools
Storyboards, Wireframes, Sketches
REI Co-op: Annual Dividend, Stocks
Free:Ads/Data
LO-FI
LO-FI
A simulation of sales collateral that pitch the value proposition of the offering
2D visuals of how a user experiences different types of value with the offering FRAMEWORKS
EXAMPLE
U S E R G A I N S B Y. . .
User accesses a basic version of the offering for free and can pay for add-on services/tools
VALUE EXCHANGE
User recieves additional value as the business grows
EXAMPLE
Paper Prototypes
User recieves additional value as the business grows
Freemium
User doesn’t pay for offering, but they create revenue through engagement
Spotify, Zoom Conferencing LO-FI
EXAMPLE USER BUYS INTO...
R E V E N U E - G E N E R AT I N G D ATA
VALUE EXCHANGE
EXAMPLE
Social media platforms, Google search
REI Co-op: Annual Dividend, Stocks
A D D - O N PA I D S E R V I C E S EXAMPLE
U S E R G A I N S B Y. . .
User doesn’t pay for offering, but they create revenue through engagement
Gain-Sharing
Social media platforms, Google search
VALUE EXCHANGE
USER BUYS INTO...
Free:Ads/Data
R E V E N U E - G E N E R AT I N G D ATA
VALUE EXCHANGE
Pitch Video A simulation of sales collateral that pitch the value proposition of the offering
D ATA
D ATA
"Say" data about user reaction to offering and decision-making around buying decision
"Say" data about user reaction to offering and decision-making around buying decision
“Lemonade Stand” - set up in a public space and pitch your concept, Physical model of offering FRAMEWORKS
D ATA
MED-FI
Physical Mockups
A paid campaign on Google AdWords that takes people to a landing page with a brief description of the service (and a way to sign-up for an alpha/beta test)
FRAMEWORKS
MED-FI
AdWords + Landing Pg EXAMPLE
An MVP of a software service that uses dummy data
HI-FI
Pilot: Front-End Only
An in-market experience with a small number of users (20-100), for a limited amount of time (3-9 months), where they pay for/access the offering, and your team works on the backend to deliver the experience in a scrappy
D ATA
"Do" data on how users experience value in your offering
"Do" data on how users might value your offering when looking for related terms "Do" data on users who are excited enough to sign-on for a test
Digital Mockups
Pilot: Front-End Only
FRAMEWORKS
D ATA
"Do" data on how users experience value "Do" data on pricing mechanics and willingness to pay "Do" data on delivering the experience at scale
MED-FI
A live simulation of how the user will experience different types of value with the offering HI-FI
A digital prototype of the experience that allows user to interact with elements of the offering
"Say" data about user's reaction to the offering and value proposition "Do" data about how user navigates the experience
A version of the experience that feels real to the user
D ATA
FRAMEWORKS
TOOLS
D ATA
A paid campaign on Google AdWords that takes people to a landing page with a brief description of the service (and a way to sign-up for an alpha/beta test) InVision, Keynote
D ATA
Functional Prototype
AdWords + Landing Pg
MED-FI
D ATA
"Do" data on how users might value your offering when looking for related terms "Do" data on users who are excited enough to sign-on for a test
“Lemonade Stand” - set up in a public space and pitch your concept, Physical model of offering
"Say" data about user's reaction to the offering and value proposition "Do" data about how user navigates the experience
FRAMEWORKS
A live simulation of how the user will experience different types of value with the offering
FRAMEWORKS
D ATA
HI-FI
"Say" data about user's reaction to the offering and value proposition "Do" data about how user navigates the experience
A digital prototype of the experience that allows user to interact with elements of the offering
TOOLS
InVision, Keynote
Physical Mockups
MED-FI
"Say" data about user's reaction to the offering and value proposition "Do" data about how user navigates the experience
Digital Mockups
MED-FI
FRAMEWORKS
An in-market experience with a scalable number of people (100-10,000+), to be run indefinitely, where users pay for/access the offering, and your team stands up back-end functions that can be scaled when experience is ready to be commercialized
D ATA
"Do" data on how users experience value "Do" data on pricing mechanics and willingness to pay "Do" data on delivering the experience at scale
1 - 5 W O R D S T H AT D E S C R I B E THE USER
ONRAMP
• Buyer
1 - 5 W O R D S T H AT D E S C R I B E THE USER
Other:
Other:
1-5 WORDS THAT DESCRIBE THE ON-RAMP
SUB-OPTION SUB-OPTION
Other:
ONRAMP
Other: 1-5 WORDS THAT DESCRIBE THE ON-RAMP
CHANNEL
Other:
1 - 5 W O R D S T H AT D E S C R I B E T H E CHANNEL
USER
Other:
Other:
ONRAMP
CHANNEL
Other:
1 - 5 W O R D S T H AT D E S C R I B E T H E CHANNEL
USER
1-5 WORDS THAT DESCRIBE THE ON-RAMP
• Beneficiary
1 - 5 W O R D S T H AT D E S C R I B E THE USER
• Beneficiary
• Buyer
1 - 5 W O R D S T H AT D E S C R I B E THE USER
• Buyer
SUB-OPTION
SUB-OPTION
• Buyer
USER
• Beneficiary
Other:
• Beneficiary
USER
VALUE EXCHANGE
Other:
VALUE EXCHANGE
A D D - O N PA I D S E R V I C E S
A D D - O N PA I D S E R V I C E S
P R I C E / R AT E
P R I C E / R AT E
EVERY
FOR ( R AT E )
Other:
EVERY
FOR (CADENCE)
( R AT E )
(CADENCE)
Casper Mattresses (?)
EXAMPLE
D AY S
Google AdWords, Google Search, Angie's List
Consumer
ONRAMP
Money-Back Guarantee Freemium
(Pay for additional features)
LO-FI
User accesses a version of the offering for free and pays more for added value
STAKE HOLDER
CHANNEL
Online Search/Paid Ads
User pays everytime they use the offering
REVENUE BASIS
You're selling to an individual consumer
WITHIN
Per-Per-Use
EXAMPLE
User tries the offering at no expense to them for a limited amount of time
VALUE EXCHANGE
EXAMPLE
• Influencer
Uniqlo, Warby Parker
Casper Mattresses (?)
• Beneficiary
EXAMPLE
User searches for a keyword and comes across your offering's webpage, where they can learn more and purchase SUB-OPTION
User searches for a keyword and comes across your offering's webpage, where they can learn more and purchase
1 - 5 W O R D S T H AT D E S C R I B E THE USER
User tries the offering at no expense to them for a limited amount of time
1 - 5 W O R D S T H AT D E S C R I B E THE USER
EXAMPLE
• Buyer
Uniqlo, Warby Parker
Online Search/Paid Ads
• Buyer
D AY S
SUB-OPTION
EXAMPLE
CHANNEL
• Beneficiary
Google AdWords, Google Search, Angie's List
You're selling to an individual consumer
Money-Back Guarantee
• Influencer
ONRAMP
WITHIN
Consumer
STAKE HOLDER
Paper Prototypes 2D visuals of how a user experiences different types of value with the offering
EXAMPLE
MailChimp EXAMPLE
Parking Meter
W H A T A D D I T I O N A L V A L U E D O U S E R S P AY F O R ?
EXAMPLE
Storyboards, Wireframes, Sketches) D ATA
"Say" data about key elements of the offering Forced ranking or elements that users value.
