Our Value Proposition Canvas- Our Radio and Audio Innovation Startup

During our Startup Lab sessions in the Advertising and Public Relations Laboratory of Panteion University, we where given the task by Antenna Music to find an idea that will potentially make the radio and the way we consume music a little more cool! It was a hard task indeed but by starting to place our thoughts together. After a lot of brainstorming and thinking we came up with a pretty solid idea.

Our idea is summarised in this powerpoint:

We wanted to be sure that we would offer something that people really need, something that is really missing from the market! This is why we used the Value Proposition Canvas by Strategyzer.

What is a Value Proposition Canvas?

“The Value Proposition Canvas was created by Alexander Osterwalder to help business builders to be very clear about who a business is for and how it delivers value to them. Used well, it can be a terrific tool for figuring out why anything is valuable. A new business, a new product, a new line extension, an event, your CV… whip out a VPC and lay it all out.” -Phil Morle-

Source:https://medium.com/upperstory/the-flow-of-a-value-proposition-canvas-b63b68f0e28b

“A study by Simon Kucher & Partners found that 72% of new products and services introduced to the market fail to deliver on expectations. It doesn’t have to be that way.”

A Value Proposition Canvas is a tool used by people who are fans of design thinking. Design thinking has been helping a lot of entrepreneurs organize their plans and ideas in a fast, easy and effective way. You can find more design thinking tools on Strategyzers official webpage:

Strategyzer | Trusted by over 5 million business practitioners

This is how our Value Proposition Canvas looked hand-made:

Our Value Proposition Canvas Content:

Customer Segment.

We started with the customer segment. Why can we be sure that the service that we are trying to create, in the audio and radio field, can be of any good use?

Our potential users’ pains are:

1. Lack of Infrastructure in the Public Universities of Greece for extra activities, such as Radio Producing.
2. There is no place where someone can find all of the student web radios altogether and listen to them.
3. There is a lack of mentorship in Public Universities in the Web Radio Producing sector.
4. Hence, from all of the above, there are no incentives to get occupied with the radio.
5. Finally, the radio does not seem cool for a big portion of the younger generation.

What are the jobs that our users have to do in order to surpass their pains?

1. Cooperate with a big brand such as Antenna Music and its mentors (both universities and students have to be open to that).
2. (University students) Offer their fresh and cool ideas through a type of internship done in the radio studios set up in the universities by Antenna.
3. (University students) promote their science they are studying and research interests through a web radio platform (this serves as an incentive for someone to get occupied with the web radio).
4. (University students) by doing the above will propose a new, cool and sustainable model for future radio shows to follow.
5. Finally, in order to surpass the pain of boring radio shows and lack of apps that contain the fresh radio shows done by younger people on the web, our potential users will have to use an app that contains finally all the radio shows created by students- young people.

What are the users' gains for all this?

1. Our users will gain a cool radio to listen to.
2. Young people aka students will get to create what they think is a cool radio.
3. Students will find in the infrastructure of their university what they need in order to have radio production as an extra activity.
4. They will gain motivation to communicate their science to the outside world.
5. People will have an alternative way to entertain themselves.

After understanding these, we moved on to the actual Value Proposition of our product:

Our Products and Services are:

Antenna Music Cooperates with some of the main Universities in Greece and organizes for them some radio studios. In these radio studios, students can create their own content and shows proposing their new, fresh ideas and building the radio that they essentially find cool. Within this initiative, an app will be launched that will give access to people to listen to these radio shows. It will be an app with student radio shows only! A cool radio era will be launched. There will be also an according to website.

All in all, we have:

Valuable cooperation between the private and the public sector.

An application launch.

A library-type website.

What pain relievers do we provide?

1. A new type of radio was created by Antenna music in cooperation with the Greek Universities.
2. The private sector meets the public sector and the lack of infrastructure is somewhat relieved (in the web radio production aspect at least).
3. The creation of an app where finally a different version of the radio can be heard and young people propose new ideas.
4. Incentives are given for people to listen to more radio and get occupied with it.
5. The Radio becomes, somewhat, cool again.
6. Guidance by Antenna Music mentors when the initiative is launched.

Why can we perceive ourselves as gain creators?

1. A beautiful way is created to advertise the sustainability and innovation of Antenna Music.
2. Antenna Music gets to communicate and hear the ideas of young people.
3. A strong relationship with people is built. Rdio and people start to have a sustainable relationship again.
4. Universities will work as change catalysts and innovation factors in Greece.

That’s a wrap for now.

Stay tuned for our idea’s Business Model Canvas.

Created by the Ogilvies Team: Danai Lyratzi, Xenia Ntavranoglou, Stavroula Pollatou, Ioanna Thanasi, Katerina Tsigarida

for Startup Lab

Lab Director: Betty Tsakarestou