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首页> 外文期刊>California management review >New-Technology Startups Seeking Pilot Customers: Crafting a Pair of Value Propositions
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New-Technology Startups Seeking Pilot Customers: Crafting a Pair of Value Propositions

机译：寻求试点客户的新技术初创企业：制定一对价值主张

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A corporation that employs an “outside-in” startup program needs to screen a large number of potential startups and assess each time: What is the value of the startup’s offering to our business, and what resources and support will the startup need so we can actually obtain its offering? However, many startups are not very good at communicating their customer value proposition in a way that helps the customer firm making such assessments. This article recommends that startups construct two sequential value propositions. The Innovative Offering Value Proposition communicates how the startup’s offering creates superior value for the customer. It answers the question: What is extraordinary about the startup’s offering that will enable the customer to solve a significant problem it has or achieve a top priority it has? The Leveraging Assistance Value Proposition conveys what the customer firm will get in return for providing support and resources to the startup. It answers the question: What will make it worthwhile from the customer’s perspective to support the startup to realize its innovative offering?
机译：一家采用“由内而外”启动程序的公司需要筛选大量潜在的启动程序，并每次进行评估：该启动程序对我们业务的价值是什么，以及该启动程序需要哪些资源和支持，以便我们能够实际获得其产品？但是，许多初创公司不太擅长以帮助客户公司进行此类评估的方式来传达其客户价值主张。本文建议初创企业构建两个顺序的价值主张。创新的产品价值主张传达了创业公司的产品如何为客户创造更高的价值。它回答了一个问题：这家初创公司的产品有什么非凡之处，可以使客户解决其遇到的重大问题或实现其首要任务？利用协助价值主张传达了客户公司将为初创企业提供支持和资源的回报。它回答了一个问题：从客户的角度来看，什么值得支持这家初创公司实现其创新产品？

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