
6 THE LEAN ANTHOLOGY
THE VALUE PROPOSITION
OF THE COFFEE SHOP
Value Proposition
The value proposition is a clear descrip-
tion of the value a seller provides to a
buyer. It is always defined from the point
of view of the buyer and not from the
point of view of the seller. As John points
out, some of the value that Theron pro-
poses, such as fair trade, organic, high-
quality coffee, and an independent shop
as opposed to a franchise, will benefit
customers only if the price is right. Since
this potential coffee shop will be costly
to rent and maintain, any value per-
ceived by the consumer must be at a cost
he or she is willing to pay. Businesses