Week 4: Project Paper #2: Jobs to be Done and Value Proposition Hypothesis
Introduction
You will use the Jobs to Be Done (JTBD) framework to reframe the problem from the customer’s perspective, then define the key value your product or service must deliver to solve it. This is your opportunity to translate qualitative insights into a clear product hypothesis.
Review the following video for this assignment.
Instructions
Draft a one- to two-page APA-formatted Word document that defines the core job your customer is trying to get done and outlines your proposed value proposition. This assignment builds on the insights you gathered during your Week 3 discovery and synthesis work. Your paper should include the following.
1. Core Job to Be Done (JTBD) – Describe the main job your customer is trying to accomplish. Use the JTBD format.
· Include any emotional, social, or functional aspects of the job.
· Highlight what makes this job particularly difficult or frustrating.
2. Supporting Pain Points – Identify 2–3 pain points your user experiences while trying to complete this job.
· What is getting in the way of progress?
· What causes stress, confusion, or wasted time?
3. Value Proposition Hypothesis – Write a clear value proposition that explains how your product or service will help the customer get the job done. You can use the Geoff Moore format or a variation: “For [target user], who [problem/job], our [product] is a [category] that [key benefit]. Unlike [alternatives], it [differentiator].”
· Focus on delivering benefit, not describing features.
· Be specific and aligned to what you’ve heard from users.
4. What You’re Still Unsure About – Briefly reflect on 1–2 assumptions that still feel risky or unproven.
· What questions do you still have about your user or solution?
· What would you need to learn next to increase confidence?
Tips for Success
· Focus on what the customer is trying to accomplish, not just what your product does.
· Use quotes or insights from your research to ground your assumptions.
· Keep your writing professional, concise, and research-informed.
· Avoid vague or generic value propositions—tailor it to the job and pain points.
***BASED ON PREVIOUS WORK***
