From Features to Value: A Framework for Strengthening Customer Orientation in Tech Startups
Abstract
Startups often fail not because of weak technology, but because they overlook what truly drives customer decisions: perceived benefits and values. This study introduces a new tool that combines the Value Proposition Canvas and the Jobs-to-be-Done Concept with Bain & Company's Elements of Value Pyramid, creating a structured Value Integration Guide. The outcome is the Value Integration Map, which helps startups move beyond technical features to uncover customer values and translate them into compelling value propositions. Tested in workshops with two B2B technology startups, the tool proved effective in fostering customer orientation while also revealing areas requiring additional guidance. By making hidden customer values explicit, the Value Integration Map bridges product development and marketing. For engineers, it highlights opportunities for improvement; for marketers, it provides a strong foundation for positioning, messaging, and communication strategies. Ultimately, it enables startups to define not just what their product does-but why it matters.
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| Titel | From Features to Value: A Framework for Strengthening Customer Orientation in Tech Startups |
|---|---|
| Medien | Proceedings of the 11th Indian Academy of Management Conference, Pune, India |
| Verfasser | Prof. Dr. Carolin Durst, Prof. Dr. Ritam Garg, Laura Scherff |
| Seiten | 131 |
| Veröffentlichungsdatum | 07.01.2026 |
| Projekttitel | Community-led Growth |
| Zitation | Durst, Carolin; Garg, Ritam; Scherff, Laura (2026): From Features to Value: A Framework for Strengthening Customer Orientation in Tech Startups. Proceedings of the 11th Indian Academy of Management Conference, Pune, India, 131. |