Find fit with your target customer and optimise your product marketing strategy in less than 6 weeks.
Sound Familiar?
❌ Lack of Message-Market Fit
Messaging is not resonating with prospects and investors, leading to confusion and missed opportunities.
❌ Unclear Customer Profile
Incomplete understanding of prospects’ needs results in inefficient targeting and wasted resources.
❌ Siloed Teams
Your teams are not fully aligned, resulting in siloed efforts and fragmented strategies.
❌ Unvalidated Feature Development
Features are being developed without thorough validation, leading to wasted operational expenditure.
❌ Low Conversion from Product Marketing
Product marketing efforts aren’t converting prospects into customers, limiting growth.
What you really need.
✅ Message-Market Fit
Clear narrative for board, investors and sales.
✅ Universal Customer Understanding
Sharper focus on the highest-value segments for the next phase of growth.
✅ Unified Teams
Foster collaboration and alignment across teams, resulting in cohesive thinking and more effective execution.
✅ Validated Product Development
Less wasted engineering on low-impact features.
✅ Increased Engagement and Conversion
Enhanced engagement and higher conversion rates from optimised marketing initiatives.
For product teams who are struggling to find a clear fit with new markets.
Our Value Proposition Design Sprint accelerates the research process, so you gain a more complete understanding of your ideal customer and move forward faster with the next phase of growth.
Unlike generic market research, our programme is designed to produce decisions, not just reports.
Programme Overview
Our programme is perfect for latter-stage companies that have already achieved product market-fit, but need to refine their value proposition for a specific market segment and/ or they are planning to expand into new markets.
We gather all existing customer research and blend it with in-depth market and jobs-to-be-done insights to create a draft of your jobs-based customer profile. Through desk research and data analysis, we assess the competitive landscape and uncover which competing products your target customers might turn to as an alternative.
- Market & jobs insights: Detailed draft of customer profiles, typical jobs, pains and desired outcomes.
- Competitor & alternatives assessment: Analysis of key players in the segment, gaps, competing alternatives and trends.
We facilitate a collaborative workshop with you and your team to map the Value Proposition Canvas through a jobs-to-be-done lens, using trusted design thinking frameworks and exercises.
- Design Thinking Workshop: Four-part interactive session that guides your team through jobs-based customer profiling and value proposition design.
In weeks 3–5, we get out of the building and – alongside your team – run un-structured jobs-to-be-done interviews with customers who fit the ideal profile. We then apply the research to iterate and stress-test the value proposition.
- Customer interviews (JTBD): 8–12 in-depth interviews to understand: context, core struggles, triggers, anxieties, trade-offs and desired outcomes, and to test our thesis and assumptions.
- Rapid insights: Collaborative research tools capture and share real-time insights from interviews with your team.
- Intelligent analysis: AI-powered methods to analyse interview feedback, extract patterns in jobs, pains and gains, and update the value proposition.
- Validated learning: Summary of key jobs-to-be-done insights, highlighting the most important areas of value creation.
- Optimised value proposition: Refinement of the Value Proposition Canvas to better address priority jobs (needs) and contexts for your customers.
In the final week, we translate the jobs-led value proposition into go-to-market assets.
- Finalised value proposition & messaging matrix: Concise statement and product messages built around customers’ priority jobs and outcomes.
- Optimised landing page prototype: Structured template that brings the jobs-based narrative to life and incorporates conversion best practice.
- Comprehensive handover package: All research, jobs-to-be-done findings, and final assets packaged for implementation, so your team can continue to apply jobs-to-be-done thinking.
For those who want to take validation further, our Message Testing Sprint applies the jobs-based value proposition in a live test-and-learn scenario, ensuring only the most effective, jobs-aligned messages are scaled across product marketing execution.
- Messaging experiment plan: Define hypotheses, messaging variations and channels, anchored in core jobs-to-be-done.
- Rapid testing sprint (3 weeks): Deploy live experiments, track engagement and gather data.
- Iteration & refinement: Optimise messaging based on real-world campaign data.
- Handover & scaling: Package insights, recommendations and next steps for your team or agencies.
Packages & Pricing
Choose the level of support you need – from VP Design for fast market exploration and message development, to VP Validated with customer-backed insight, and VP Testing Sprint for live experimentation and optimisation.
VP Design
- Market Research
- Value Proposition Workshops x2
- Value Proposition Prototype
- Customer Messaging Matrix
- Landing Page Prototype
VP Validated
Everything in VP Design, plus:
- Outreach & Recruitment
- 1:1 Customer Interviews x 10
- Interview Recordings
- Research Analysis
- Team debrief
- Iteration of Value Proposition Canvas
- Updated Messaging Matrix
VP Testing Sprint
*Everything in VP Validated, plus:
- Message Experimentation Plan
- Channel content e.g. Ads
- 3-week Rapid Testing Sprint
- Message Iterations
- Handover
We've done a few 'market research' projects over the years and I've always been disappointed with the generic results that were produced. This design sprint was different. The focus was tight and the results were actionable. Highly recommended to get clarity on your value proposition and marketing strategy.
Colin Hewitt CEO and Co-Founder
What is Jobs-to-be-done?
We use Jobs-to-be-Done – a way of understanding the real progress customers are trying to make, but what do we really mean by this?
When we say “jobs-to-be-done”, we simply mean:
What are customers really trying to achieve, in context – and why do they choose one solution over another?
Instead of just looking at demographics or product features, we focus on:
- The situations that trigger them to look for a solution.
- The progress they’re trying to make (practical and emotional).
- The obstacles, risks and frustrations in their own language.
By designing your value proposition around those jobs, we make it much easier for customers to say: “This is exactly what I need right now.”
Build team capability in Jobs-to-be-done
By the end of the design sprint, your team will have confidence to:
- Run their own jobs-to-be-done customer interviews.
- Use a shared jobs-based customer profile in decision making.
- Challenge internal assumptions with fully validated voice-of-the-customer thinking.
Learn how to leverage the Value Proposition Canvas effectively with qualified experts
Develop your value proposition utilising the world renowned framework:
The Value Proposition Canvas by Strategyzer
Guided by Certified Practitioners
Our team are certified in all aspects of Strategyzer's tools and frameworks.
From mastering value proposition design to fully understanding customers, we will guide you through the process of product innovation.
Clients
We’ve been solving product marketing and growth challenges since 2017 and have had the privilege of working with a variety of venture backed startups and scale-ups.
FAQs
Our programme is perfect for latter-stage companies that have already achieved product market-fit, but need to refine their value proposition for a specific market segment and/ or they are planning to expand into new markets. Essentially, the Value Proposition Design Sprint kick starts your journey to achieving business model fit with existing or new markets.
The VPD Sprint typically takes 6-7 weeks. The customer validation phase (weeks 3-5) may extend by an additional week depending on the number of interviews and their uptake.
Yes, we can tailor the VPD Sprint to meet your specific needs, including the number of customer interviews and the focus areas for research and validation.
The VPD Sprint combines rapid, iterative design thinking frameworks with in-depth customer interviews and validation processes, offering actionable insights and a prototype within 6-7 weeks, which is significantly faster and more targeted than traditional market research methods.
You will be actively involved throughout the entire VPD Sprint process. We set up messaging groups for constant communication, hold regular check-ins and calls to keep you updated, and involve you in the customer interviews. Your input and collaboration are crucial to ensure that the value proposition is accurately tailored to your target market and business needs.
We work closely with your team to identify and select customers who best fit your ideal customer profile. This ensures that the feedback and insights gathered are highly relevant and actionable.
We aim for 8-12 interviews because we have found this range to be the optimal amount for identifying meaningful patterns and effectively iterating the Value Proposition Design (VPD) canvas. This number strikes a balance between gathering sufficient insights and maintaining a manageable scope, ensuring the accuracy and relevance of the feedback while allowing for timely completion of the sprint. If needed, we can adjust the number of interviews to better suit your specific requirements, such as targeting multiple customer segments.
Success is measured by the clarity and precision of the value proposition, the effectiveness of the prototypes, and the actionable insights provided. We also gauge success based on client satisfaction and the subsequent impact on their marketing strategy and product development.
During our initial consultation, we will discuss your specific needs, challenges, and goals. Based on this conversation, we will recommend the package that best aligns with your requirements and budget.
Our packages are comprehensive, but any additional services or increased scope (e.g., more customer interviews) may incur extra costs. All potential additional costs will be discussed and agreed upon upfront.
Don’t wait.
If you’re planning your next funding round or market expansion, this sprint gives you the jobs-based evidence and story you need for your next phase of growth.
🗓 We are currently enrolling our next cohort of teams.
Secure your start date today!