Value proposition describes if our product and services delivered fulfills customer segment needs and problems. In order to assess our value proposition, next three steps should be followed: evaluate customer needs, evaluate our offer and identify market fit.

Customer needs

The empathy map helps us to identify the customer needs which are the following:

• Recover the investment through the payment of lower fees
• Have a good care
• Possibility of offering new international destinations from Mexico
• Have better facilities in order to better the operational efficiency

Yucatán offer

We offer:

• New international destinations
• Capability of enhancing business flights in our privileged geographical location
• Low services prices and low fees
• Superior aviation facilities with the opportunity to customize certain areas
• Better operational efficiency

Market fit

Does our offer meets the needs of customers?

It is easy to perform an objective evaluation of how does each idea that we offer fit the market and then, customer needs by using a scoring based on benefits, differentiation and reliability. If the idea does not fit enough the segment considered then 1 is given. Otherwise, if the idea fits perfectly then a 2 is given. As a result, Table 1 shows us that our best idea, our market fit, is the better operational efficiency.

Value proposition

After this assessment, our value proposition is: