Our recent pivot from producer to market maker is a paradigm shift. Though it preserves and even strengthens vision, it also re-frames everything we call execution: what we do and how we do it. CSFs like speed and scale can now emerge from the mist and glisten in the light of certainty.
Another outcome of the pivot is a good value proposition. This is the central pillar of a Business Model Canvas, the holy grail of tech startups, the secret sauce of innovation, and maybe the hardest thing to get just right. In our case it’s taken years of ideation that resembled a blind search under the Lonely Mountain.
So then, returning to early drafts of our Business Model Canvas, the pivot prompted us to replace one rickety post holding up a low roof with five flying buttresses reaching for the stars. One new value proposition for each class of stakeholders in our venture:
Customer Value Proposition
Making health literacy easy, fun, useful, and rewarding; and making wellness a reasonable choice for everybody.
Customers are buyers and users in our market.
Partner Value Proposition
Increasing access to targeted customers, developing new revenue streams, and enhancing brand equity.
Partners are producers, sponsors, and advertisers in our market.
Investor Value Proposition
Achieving superior return on investment while improving population health.
Investors are shareholders, foundations, and companies with stakes in our market.
Provider Value Proposition
Increasing patient engagement and compliance with medical protocols; and improving outcomes that rely on patient agency.
Providers are caregivers who send patients to our market to increase insight.
Payer Value Proposition
Lowering the lifetime cost of subscribers who deliberately choose wellness.
Payers are insurers who send customers to our market to lower risks.
Our pivot gives credence to each of these value propositions. It lets us promise meaningful results to each stakeholder: promises we can reasonably expect to keep. That’s why we quoted Merry Brandybuck on our website, when speaking about those we serve:
You can trust us to stick to you through thick and thin — to the bitter end. And you can trust us to keep any secret of yours — closer than you keep it yourself. But you cannot trust us to let you face trouble alone, and go off without a word. We are your friends.