llp@tecnico - class 2 - bmc, market types and sizes

LLP@Tecnico���Class 2

Luis Caldas de Oliveira

Agenda for Class 2

• Q&A about Business Model Canvas and Customer Discovery

• Market Types and Market Sizes

•  Team Presentations

•  Summary about Value Proposition

• Work for Next Week

Q&A BUSINESS MODEL CANVAS & CUSTOMER DISCOVERY

Common BMC Errors

• More customer segments than a Fortune 100 company

•  “End users” as customer segments

•  Value proposition/customer segment mismatch

•  Forget to search for a repeatable and scalable business model

Market Types

•  Clone Market (copy of an existing business model)

•  Existing Market (faster, better/high-end)

•  Resegmented Market (niche, cheaper/low-end)

• New Market (good enough, innovative)

Market Size

•  TAM – Total Available Market

•  SAM – Served Available Market

•  Year1-3 – Target Market

http://www.slideshare.net/sblank/nsf-lecture-1-bus-model-cust-dev/207

TEAM PRESENTATIONS

VALUE PROPOSITION

Step 1: Specification

•  Product or service?

Common Mistakes

•  Is it just a feature of someone elses product?

•  Is it a “nice to have” product?

•  Is it a “got to have” product?

•  Can it scale to a company?

Product •  Problem statement: what is the

problem?

• Technology/Market Insight: why is this problem hard to solve?

• Market size: how big is this problem?

•  Competition: what customers do today?

•  Product: how to do it?

Step 2: What is the MVP

•  Test your understanding of the problem

•  Test your understanding of the solution

•  Avoid building products nobody wants

Test the MVP

•  Landing pages

•  Prototypes

•  Interviews

•  Surveys

Value Proposition Canvas

http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html

VPC - Customer Segments

•  Customer jobs – what he wants to get done

•  Customer pains – undesired costs

•  Customer gains – expected benefits

VPC – Value Proposition

•  Products and services – list all offers

•  Pain relievers – values creation

•  Gain creators – benefits created

VPC Poster

Example: Robotic Weeding

http://www.slideshare.net/sblank/lecture-2-value-proposition-9653529/12

NEXT WEEK

Presentation for Next Class

•  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: What were your experiments to test Value Proposition

•  Slide 5-n: What did you learn about Value Proposition from the interviews (hypothesis, experiments, results, action)

Before Next Class

•  Talk to 10 customers about Value Proposition

•  Update LPC Narrative and Canvas

•  Prepare Class Presentation

• Watch Lecture 3: Customer Segments

Obrigado