LLP@TecnicoClass 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

• SOM – Served Obtainable 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

Value Proposition Canvas

Step in Your Customers’ Shoes

Rank Jobs, Pains andGains

Map Your Value Proposition

Rank by Order of Importance

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