Creating Customer Value Propositions for Technology Products

The development of a technology product requires a great number of decisions and involves many different stakeholders. For each of the stakeholders, the success of a technology product will, ultimately, be judged by the value it creates for them. Stakeholders include a company’s customers, end users, the company itself, developers, domain experts, component suppliers and service providers. The goal of this paper is to articulate patterns for the creation of value propositions for customers. A value proposition is what causes a customer to buy from one company instead of one of its competitors. The patterns in this paper help companies identify the problem their product is solving for customers, and what customers want to achieve with their product (i.e., the job to be done)