LLP@Tecnico

Class 1 Opportunity Assessment

Luis Caldas de Oliveira

Agenda for Class 1

• Q&A about Value Proposition

• Team Presentations on Opportunity

Assessment

• Summary about Customer Segments

• Work for Next Week

Q&A ABOUT VALUE PROPOSITION

Common 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)

• Re-segmented Market (niche,

cheaper/low-end)

• New Market (good enough, innovative)

Market Size • TAM – Total

Addressable Market

• SAM – Served

Available Market

• SOM – Serviceable

and Obtainable

Market

(Target Market in

years 1, 2 & 3)

Common Value

Proposition Errors

• Is it just a feature of someone else’s

product?

• Is it a “nice to have” product?

• Is it a “got to have” product?

• Can it scale to a company?

TEAM PRESENTATIONS ON OPPORTUNITY

ASSESSMENT

CUSTOMER SEGMENTS

Value Proposition

Canvas

VPC – Value

Proposition

• Products and services – list all offers

• Pain relievers – values creation

• Gain creators – benefits created

Customer Profile

Customer Segments

Customer Jobs

Customer Pains

Customer Gains

VPC - Customer

Segments

• Customer jobs – what he wants to get

done

• Customer pains – undesired costs

• Customer gains – expected benefits

Customer Profile

Relevance

Value/Customer Fit

Fit?

3 Types of Fit

Problem-Solution Fit

Product-Market Fit

Business Model Fit

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