Idea+team Market Product Biz Model Execution Finance Project

Flow of Course

Plan to create value

Plan to capture value

SegmentDirect Validation

Competition

VPCompetitive Advantage

Development Plans

Where extract rentPricing

Go to MarketSales

Marketing

Fin StatementsInvestor Strategy

Steps 1 to 7# Step Aim

1 Market segmentation Focus, search for customer problems

2 Select a beachhead market Focus

3 Build end-user profile Focus + do we need to segment further?

4 Calculate TAM Have we choosen appropriate beachhead market?

5 Profile the Persona Focus + keep team aligned

6 Full life cycle use case Know our customer better

7 High-level product specification Team alignment on product

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Value Proposition

Describes the benefits customers can expect from your

products and services

Value Proposition Canvas

Value map Customer profile

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Fit

Value Proposition Canvas

Image of the Value Proposition Canvas removed due to copyright restrictions.

Customer profile

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Ranking

Job importance

Pain severity

Gain relevance

Going to the movies

Example from: Osterwalder, Alexander et al (2014). Value Proposition Design: How to create products and services customers want Ed Wiley

John + Sons, pages 54-59.

Value Proposition

Our __________________________help(s) ________________________ who want to ___________________by _______________ ____________ and ____________ ______________ (unlike ______________________)

Next10customers

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More interviews

Rule 1 Adopt a beginner’s mindRule 2 Listen more than you talkRule 3 Get facts, not opinions (Don’t ask, “Would you...?” Ask, “When is the last time you have...?”)Rule 4 Ask “why” to get real motivationsRule 5 The goal of customer insight interviews is not selling (even if a sale is involved); it’s about learning

Your core

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Your core

Unfair competitive advantage:

Something you do better than your competitors (or potential competitors) and that they cannot

imitate.

Your core

Network

Customer Service

Lower cost??

UX