Value Proposition Canvas¶
Core Brand Message¶
BluuLabs helps you understand where your money goes, plan your savings, and maintain control without financial stress.
Brand Elements¶
| Aspect | Description |
|---|---|
| Emotional Promise | Feeling of control and peace of mind |
| Tone | Friendly, optimistic, everyday |
| Personality | Practical, reliable, human |
Objective¶
Connect the main "pains" and "gains" of the user with the real solutions that BluuLabs offers.
User Side (Daniela López)¶
Customer Profile¶
| Category | Description |
|---|---|
| Jobs (tasks to solve) | Manage income and expenses without wasting time. Save for personal goals. Feel in control. |
| Pains | Feels guilty when spending, finds it tedious to record, distrusts banking apps. Gets frustrated with technical jargon. |
| Gains (desires) | Visualize clearly how much she can spend. Save without stress. Receive simple guidance. Feel accompanied. |
Jobs to be Done Detail¶
Functional jobs: - Manage income and expenses without wasting time - Save for concrete personal goals - Maintain control of their financial situation
Emotional jobs: - Feel in control of their money - Reduce financial anxiety - Make decisions with confidence
Social jobs: - Fulfill financial responsibilities - Achieve goals valued by their loved ones
Pains Detail¶
Obstacles: - Finds it tedious to manually record each expense - Gets frustrated with technical jargon and complex financial language - Distrusts apps that require linking banks
Risks: - Fears losing control of their financial information - Worries about not understanding what the application does with their data
Negative emotions: - Feels guilty when spending, even on necessary things - Feels overwhelmed by the amount of financial information - Experiences stress when thinking about their economic situation
Gains Detail¶
Expected results: - Visualize clearly how much they can spend without guilt - Save consistently without stress - Understand their financial situation at a glance
Desired benefits: - Receive simple and practical guidance - Feel accompanied in their financial journey - See tangible progress toward their goals
Aspirations: - Achieve financial peace of mind - Make informed decisions without needing to be an expert - Build healthy financial habits
BluuLabs Side (Solution)¶
Value Map¶
| Category | Description |
|---|---|
| Products & Services | Simple financial control app, with offline mode, WhatsApp connection, daily micro-tips, and goals dashboard. |
| Pain Relievers | Automates records, offers empathetic messages, doesn't require linking banks, intuitive interface. |
| Gain Creators | Visual goals, gamification, micro-education, personalized notifications, and reports like "monthly financial summary". |
Products & Services Detail¶
Main features: - 📱 Simple and intuitive financial control app - 💾 Offline mode to record without connection - 💬 WhatsApp connection for close support - 💡 Daily micro-tips on financial education - 🎯 Visual dashboard for savings goals - 📊 Automated monthly financial summary
Differentiators: - Doesn't require linking bank accounts (more trust) - Designed for users without prior financial knowledge - Interface in everyday Spanish, no technical jargon
Pain Relievers Detail¶
How we relieve pains:
| User pain | BluuLabs solution |
|---|---|
| Finds it tedious to record expenses | Automation: quick registration with suggested categorization, recurring expense templates |
| Gets frustrated with technical jargon | Simple language: interface in everyday Spanish, clear explanations, no financial jargon |
| Distrusts linking banks | Offline mode: optional manual recording, locally stored data, total transparency |
| Feels guilty when spending | Empathetic messages: positive validation, focus on progress not errors |
Designed experience: - ✅ Intuitive interface that doesn't require a tutorial - ✅ Positive and motivational feedback - ✅ No judgment, only support - ✅ Privacy and total control of data
Gain Creators Detail¶
How we generate value:
| Desired gain | Value creator |
|---|---|
| Visualize how much they can spend | Clear dashboard: available budget instantly, friendly visual alerts |
| Save without stress | Gamified goals: visual progress, achievement celebration, motivational reminders |
| Receive simple guidance | Micro-education: brief daily tips, contextual advice, step-by-step guides |
| Feel accompanied | Personalized notifications: adaptive messages, friendly tone, WhatsApp support |
Differentiating elements: - 🎮 Gamification: achievements, streaks, savings levels - 📈 Clear visualizations: simple graphics, intuitive colors, relevant metrics - 🎓 Micro-education: brief content, applicable, not overwhelming - 🤝 Human tone: like an expert friend, not a corporate bank
Value Proposition¶
Main Statement¶
BluuLabs helps you understand where your money goes, plan your savings, and maintain control without financial stress.
Functional Promise¶
Bluu allows you to: - Understand your financial situation clearly and visually - Plan your savings with achievable and motivating goals - Maintain control without wasting time or feeling frustrated
Emotional Promise¶
Feeling of control and peace of mind.
You're not alone in your financial journey. Bluu accompanies you with: - Empathetic messages that validate your effort - Simple guidance without making you feel incompetent - Celebration of every small achievement - Close support when you need it
Communication Tone¶
Brand Personality¶
BluuLabs is: - Practical: We offer actionable solutions, not just information - Reliable: Security and transparency are at our core - Human: We communicate with empathy and understanding
Voice Tone¶
Friendly, optimistic, and everyday.
Bluu speaks like:
"A friend who knows a lot about finances"
Tone Characteristics¶
| Characteristic | Description | Example |
|---|---|---|
| Friendly | As you would speak with a trusted friend | "Good to see you! How are your goals going?" instead of "Welcome to the system" |
| Optimistic | Focused on progress, not errors | "You're doing great, you've saved $500" instead of "You're missing $1,500" |
| Educational | Shares knowledge simply | "Small expenses are those little purchases that add up" not "Control your discretionary expenses" |
| Everyday | Day-to-day language, without vulgarities | "money", "spend", "save" not "liquidity", "expenditures", "capitalize" |
| Elegant | Cares about form without being formal | "Want to adjust your budget?" not "Do you want to change your budget?" nor "Would you like to modify your budgetary allocation?" |
What we ARE¶
✅ Practical: We offer concrete and actionable solutions ✅ Reliable: We protect your information and are transparent ✅ Human: We communicate with empathy and understanding ✅ Motivating: We celebrate every achievement, no matter how small ✅ Clear: We explain without unnecessary technical jargon ✅ Accessible: Always available to help
What we are NOT¶
❌ Corporate: We don't speak like a traditional bank ❌ Pedantic: We don't make users feel ignorant ❌ Vulgar: We don't use street language or overly casual ❌ Alarmist: We don't generate fear or unnecessary anxiety ❌ Robotic: We're not cold or impersonal
Voice and Tone Examples¶
✅ Correct¶
Welcome:
"Hello! I'm glad you're here. We're going to help you take control of your money, step by step and without stress."
Progress:
"Well done! You've been recording your expenses for 3 weeks now. That's commitment 💪"
User error:
"Looks like this expense doesn't have a category. Can I help you choose one?"
Financial advice:
"💡 Tip of the day: Setting aside 10% of your income as soon as you get paid helps you save without thinking about it."
Monthly summary:
"In January you spent more on restaurants than planned, but you met your savings goal. That's what matters!"
❌ Incorrect¶
Too corporate:
"Access your financial control panel to view your monthly performance metrics."
Too technical:
"Optimize your cash flow by monitoring your variable discretionary expenditures."
Too casual:
"Hey! What's up with your expenses? They're crazy this month haha"
Alarmist:
"⚠️ WARNING: You're spending too much. If you continue like this, you'll end up bankrupt."
Condescending:
"Looks like you didn't understand how a budget works. I'll explain it to you again..."
Practical Application¶
Microcopy in the App¶
Buttons: - ✅ "See my progress" - ✅ "Add expense" - ✅ "Adjust goal" - ❌ "Dashboard" - ❌ "Input transaction" - ❌ "Modify objective"
Error messages: - ✅ "We couldn't save this expense. Can you try again?" - ❌ "Error 500: Internal Server Error"
Success messages: - ✅ "Done! Your savings goal is set." - ❌ "The operation was completed successfully"
Notifications: - ✅ "You're almost at your savings goal 🎯 Only $200 left" - ❌ "Goal progress: 86% completed"
Marketing Copy¶
Landing page - Headline: - ✅ "Take control of your money without stress" - ❌ "Comprehensive personal financial management platform"
Landing page - Subheadline: - ✅ "Understand what you spend on, save for what matters, and feel financial peace of mind" - ❌ "Optimize your cashflow and achieve your wealth objectives"
CTA (Call to Action): - ✅ "Start free" - ✅ "Create my account" - ❌ "Register" - ❌ "Sign up"
Welcome email: - ✅ "Welcome to Bluu, Daniela! We're here to help you feel peace of mind with your money." - ❌ "Welcome to the BluuLabs system. Please complete your profile."
Brand Consistency¶
Key Words and Phrases¶
Always use: - "Take control" (not "manage") - "Save without stress" (not "optimize savings") - "Understand your money" (not "analyze finances") - "Feel peace of mind" (not "achieve stability") - "Goals" (not "objectives" or "targets") - "Expenses" (not "expenditures") - "Income" (not "entries" or "revenue")
Avoid: - Unnecessary anglicisms (budget, cashflow, savings) - Banking technical jargon (liquidity, solvency, capitalize) - Corporate language (optimize, manage, implement) - Negative terms (debts can be called "financial commitments")
Emojis¶
Appropriate use: - ✅ Moderate in notifications and celebrations - ✅ Contextual and meaningful - ✅ 1-2 per message maximum
Approved emojis: - 🎯 Goals and objectives - 💪 Effort and achievements - 💡 Tips and advice - 📊 Reports and analysis - 🎉 Celebrations - ✅ Confirmations
Avoid: - ❌ Excess emojis (more than 2 per message) - ❌ Emojis without context - ❌ Exaggerated faces or gestures
Executive Summary¶
In one sentence¶
Bluu is the expert friend who helps you understand your money and achieve your goals without stress.
Three communication pillars¶
- Clarity: Simple, visual, and intuitive language
- Empathy: Close support without judgment
- Action: Practical guidance that leads to results
Communication differential¶
While other financial services speak like banks (formal, technical, distant), Bluu speaks like a friend who understands finances (friendly, clear, motivating).
Last updated: January 2025