Value Proposition | ESCF Winter 2020-21

Presented by Craig MacMullin, CEED

Drawing on the work of Steve Blank and Alexander Osterwalder, this course is designed to have the participant focus on the "problem space” rather than the “solution space.” Participants are trained to identify the “job to be done” and to look beyond that to the pains and gains that are the basis for strong value propositions. Once the customer segment has been examined from the perspective of the problem, then attention is turned to the solution. Participants learn how to examine their product or service from the perspective of relieving pain or creating gains and examining the competitive landscape through the customer’s experience.

Craig MacMullin is president and CEO of the Centre for Entrepreneurship Education and Development (CEED). He is responsible for development and implementation of CEED’s strategic and operating plans and programming. Craig joined CEED in 2017, after a career in executive roles with start-ups and scale-ups in the technology and service sectors. A certified Lean Launchpad educator, he has successfully used customer-facing strategies to drive product development, corporate innovation and business strategy. Craig is a graduate of Acadia University (B.Sc. in chemistry) and Saint Mary’s University (MBA) and is a chartered professional accountant and certified information privacy professional.

Thursday, January 14, 2021
2:00 pm – 4:00 pm
Via Zoom

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