Markus Kirchberger

2014

This paper implements the process of crafting a customer value proposition (CVP) for a startup

developing a product based on new technology. Moreover, it makes observations of procedures within

and the impact on the company during the case period. Theoretical implications are made based on

case results to extend the literature in this field of study. Research is based on a case study conducted

with interventionist research. A CVP is a powerful way of expressing the value delivered to the

customer. If developed successfully, it can be used to convince, and thus turn potential customers into

actual customers. CVPs generally rely on quantification with the goal of expressing customer value in

monetary terms. Yet for startups, especially with certain types of products, value quantification can

present a tough challenge. It is the aim of the case study to question this process by trying to develop a

CVP for a startup.