Running a Value Proposition Canvas at Gordi.id
Reenergizing the online business of the first coffee subscription shop in Indonesia
Gordi, a young Indonesian company dedicated to coffee subscription sales, decided to expand its product catalog and enter the online sales channel. Initially, with the help of social media and traditional media channels. The products were initially well received, but a year later, sales stagnated. Only after a team member had the idea to rethink their value proposition (with the help of the value proposition canvas), the company began to understand where the issues were. The use of this tool allows companies in a simple way to understand their customer needs and design products or services that they really want. The canvas has two sides, the company, and its users, and the goal as a team is to identify where the gaps between the two actors are. For instance, one of the gains that Gordi believed was offering as a plus for their clients was a postcard with the info about coffee and recipes, but at the end for the clients, those useful postcards became a pain because they could not select the recipe when they were making the coffee orders.
what is interesting
Gordi’s decision to redefine its value proposition was the first and fundamental step in the challenge to uncover gaps in the relationship between the company and its clients. Following, an interdisciplinary company team was created in order to develop co-creation activities with current and former clients. In the end, the results were collected in the VPC finding out the gaps between what the company thought to be the truth and what was actually true.
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