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Customer Profiles in B2B +Unbundled

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Value propositions in business-tobusiness (B2B) transactions typically involve several stakeholders in the search, evaluation, purchase, and use of a product or service. Each one has a different profile with different jobs, pains, and gains. Stakeholders can tilt the purchasing decision in one direction or another. Identify the most important ones and sketch out a Value Proposition Canvas for each one of them.

Value propositions to stakeholders within the business

Influencers

Recommenders Economic buyers Decision makers

End users

Saboteurs

Profiles vary according to the sector and size of organization, but they typically include the following roles: Aggregated Value Proposition

Business Segment Organizations are customers that are composed of different stakeholders who all have different jobs, pains, and gains. Consider making a Value Proposition Canvas for each one.

Adapted from Steve Blank, The Four Steps to the Epiphany, 2006.

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