Value Proposition Design for Product-Market Fit

Workshop Overview

Finding product-market fit isn’t about chasing a buzzword: it’s about deeply understanding your customers and focusing limited resources where they’ll make the biggest impact.

In this hands-on workshop, you’ll learn how to use a set of proven tools to uncover, prioritise, and evolve our understanding of customer needs. Drawing on over a decade of real-world experience, this workshop will show you how this approach helps founders not only reach product-market fit, but also build stronger products, sharpen positioning, and sell more effectively.

Through interactive exercises and live examples, you’ll:

● Map your customers’ jobs, pains, and gains to uncover the real problems worth solving.

● Craft and iterate value propositions that connect clearly and persuasively.

● Identify and focus on your ideal customer profile (ICP) and early adopters.

● Use customer insights to guide product features, sales conversations, and investor messaging.

You’ll leave with practical outputs you can apply immediately and a repeatable process for learning and adapting as your market and customers evolve. This isn’t theory for theory’s sake: it’s about experiencing tools that help you understand customers better, make smarter decisions, and increase your chances of startup success.

About Andy Robinson

Andy is an experienced tech founder and commercial strategist with over a decade of success turning early-stage software ideas into high-growth businesses. He built, scaled, and sold Cultivate Software to Deliveroo, where he went on to establish the company’s Tech Centre in Scotland and lead product and engineering teams through hyper-growth, a £600m fundraise, and IPO.

Now Co-Founder of Zaplex, a data and analytics company helping businesses make smarter energy decisions, Andy works across sectors to launch new products, reposition existing ones, and unlock growth. He has also served as a seed investor, board advisor, and mentor to

early-stage ventures, bringing practical tools and commercial instinct to help founders validate ideas and land their first customers.

Andy’s approach is focused, honest, and outcome-driven. He combines hands-on founder experience with a deep understanding of the realities entrepreneurs face - from navigating ambiguity and scaling teams to securing first sales and preparing for exit.

Know what’s Happening Next — before everyone else does.

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Host or Publisher South of Scotland Enterprise (SOSE)