Od ideje do startup-a

Hekovnik - 11.5.2012

Product vision• Who is going to buy the product? Who is the

target customer? • Which customer needs will the product address? • Which product attributes are critical to satisfy the

needs selected, and therefore for the success of the product?

• How does the product compare against existing products, both from competitors and the same company? What are the product’s unique selling points?

• What is the target timeframe and budget to develop and launch the product?

Discover Costumers

By Steve Blank

Source: Steve Blank

Workshop:Value hypothesis Value hypothesis

Market Product Business model

SegmentsSegments

Typical userTypical user

ChannelsChannels

ProblemProblem

FeaturesFeatures

TypeType

AmountAmount

SolutionSolution

The Empathy Map“a really simple customer profiler”

Developed by XPLANE http://www.xplane.com/

6 questions

Segments

SEGMENT value channels barriers to entry

…

1.st. segment

2.nd. segment

…

Question 1: What does she SEE?

• What does her environment look like?• Who surrounds her?• Who are her friends?• What types of offers is she exposed to?• What problems does she encounter?

Question 2: What does she HEAR?• What does her friends/spouse say?• Who really influences her and how?• Which media channels are influential?

Question 3: What does she really THINK and FEEL?

• What is really important to her?(which she might not say publicly)

• Imagine her emotions. What moves her?• What might keep her up at night?• Try describing her dreams and aspirations.

Question 4: What does she SAY and DO?

• What is her attitude?• What could she be telling others?• Pay particular attention to potential conflicts

between what a customer might say and what she may truly think or feel.

Question 5: What is her PAIN?• What are her biggest frustrations?• What obstacles stand between her and what

she wants or needs to achieve?• Which risks might she fear taking?

Question 6: What does she GAIN?• What does she truly want or need to achieve?• How does she measure success?• Think of some strategies she might use to

achieve her goals.

Problem – Solution - BenefitProblem Solution Benefit $

Problem 1 Solution1 Benefit xx

Problem 2 Solution 2 Benefit xxx

… … … …

WorkshopProblem Solution Benefit $

Problem1Solution1 Benefit xx

Solution 2 Benefit xxx

Problem 2 … … …

…