LLP@Tecnico Class 3 Luis Caldas de Oliveira
Jul 08, 2015
LLP@Tecnico���Class 3
Luis Caldas de Oliveira
Agenda for Class 3
• Q&A about Value Proposition
• Team Presentations: Value Proposition Findings
• Summary about Customer Segments
• Work for Next Week
Q&A VALUE PROPOSITION
Customer Discovery
Wrong: “Here’s what I saw, and here’s more of what I saw”
Good: “Here’s what I saw, and here’s what it means”.
Presentation Format
• List the experiments (slide 4)
• Describe the experiments (slide 5-n)
• What we thought (hypothesis)
• What we did (experiment)
• What we found (results)
• What we are going to do next (action)
Waterfall vs Agile
Waterfall: founders assume they understand the customer problem and they specify a solution (spec sheet)
Agile: use MVPs to find the “Minimum Feature Set”
Value Proposition
Value Proposition Canvas
• Products & Services: your offer to help your customer
• Pain Relievers: what pains are alleviated by your products & services
• Gain Creators: what gains will your products & services create to your customer
Customer Segments
Value Proposition Canvas
• Customer Jobs: tasks that customer are trying to perform and complete
• Pains: undesired costs and risks that your customer experiences
• Gains: benefits that your customer expects or desires
Goal
TEAM PRESENTATIONS: VALUE PROPOSITION
CUSTOMER SEGMENTS
Customers
• Which customers and users are you serving?
• Which jobs do they really want to get done?
Hypotheses
• Problem
• Customer
• User
• Payer
Types
• B2B (Business to Business): use or buy inside a company
• B2C (Business to Consumer): use or buy by consumers
• B2B2C: sell a business to get to a consumer or other multi-sided markets
B2B
• What are the company needs?
• What is the market?
• Who is the customer in a company?
• How does the company buy?
• How do they hear about you?
B2C • What the consumer needs?
• What is the market?
• Do they buy it for themselves? Need approval?
• How the consumer decides to buy?
• What is the sales channel?
Multi-Sided Markets • Who is the customer?
• Value proposition for each customer?
• Revenue stream for each customer?
• Some segments may not exist without others?
• Which segment to start?
Wireframe MVP Manage & condense
Analyze & derive insights Sh
are
Video montag
e
Upload
Collect & tag
research
media
Physical prototypes help! • Handing dentists a crude clay mockup got us better, more actionable feedback
• A great way of gauging whether new functionality satisfies a need
NEXT WEEK
Presentation for Next Week
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red, different colors for multi-sided markets)
• Slide 3: Value Proposition Canvas (product/services, pain relievers, gain creators, MVP)
• Slide 4: How do customers solve the problem today? How does your value proposition help?
Presentation for Next Week (cont.)
• Slide 5-n: What did you learn about your Customers: hypothesis, experiments, results, action
• Slide n+1: Diagram of customer workflow
• Slide n+2: Customer archetype
Before Next Class • Talk to 10 customers about Customer
Segments
• Update LPC Narrative and Canvas
• MVP: site or wireframe (web/mobile), prototype, model, crowdfunding (physical product)
• Prepare Class Presentation
• Watch Lecture 4: Channels
Obrigado