Developing Value Proposition for Healthy Beverage Venture With Design Thinking Approach to Attain Early Commercial Viability: A Case Study of VSPARK
Abstract
This study examines the development and validation of Vspark’s value proposition as an early-stage fruit-infused tea in the healthy ready-to-drink beverage market. Despite positive initial responses through campus testing, bazaars, sports activations, and pre-orders, trial interest had not consistently converted into repeat purchase, indicating an unvalidated value proposition. Using a design-driven qualitative approach, the study collected data through 15 semi-structured interviews and MVP prototype testing with 10 participants, supported by thematic analysis, SPA Framework, Strategy Canvas, Empathy Map, Value Proposition Canvas, Innovation Trifecta, prototype evaluation, follow-up interviews, and the Business Model Canvas. The findings show that the Practical Value Seeker, consisting of urban Gen Z and younger Millennial consumers who value practicality, affordability, accessibility, clear product information, and routine consumption fit, emerged as the most viable primary segment. The value-fit diagnosis identified three main gaps: product experience and usability, trust and transparency, and accessibility and value-for-money. Prototype C performed strongest overall because it was easier to drink, more suitable for daily use, and more worth the portion, while Prototype B contributed trust cues and Prototype A provided usability learning. The study concludes that Vspark should refine its value proposition into a routine-friendly, refreshing, lighter, practical, transparent, and value-for-money fruit-infused tea for everyday consumption, supported by clearer labeling, selected usability improvements, controlled channels, and a pilot strategy before wider expansion.
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