LLP@TecnicoClass 3

Luis Caldas de Oliveira

Agenda for Class 3

• Q&A about Customer Segments

• Team Presentations: Customer Segments Findings

• Summary about Value Proposition

• Work for Next Week

Q&A CUSTOMER SEGMENTS

Customers

• Which customers and users are you serving?

• Which jobs do they really want to get done?

Hypotheses

• Problem

• Customer

• User

• Payer

Types

• B2B (Business to Business): use or buy inside a company

• B2C (Business to Consumer): use or buy by consumers

• B2B2C: sell a business to get to a consumer or other multi-sided markets

B2B

• What are the company needs?

• What is the market?

• Who is the customer in a company?

• How does the company buy?

• How do they hear about you?

B2C• What the consumer needs?

• What is the market?

• Do they buy it for themselves? Need approval?

• How the consumer decides to buy?

• What is the sales channel?

Common Errors on Customer Segments

• Poorly designed and vague data from customer interviews (“they liked our product”)

• No articulation: hypotheses/experiments with pass/fail tests

• Confusion between users/payers/recommenders, etc.

• No customer archetype

Market Types

4 Market Types

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

• Re-segmented Market: niche (marketing/branding), cheaper (low-end)

• New Market: innovative or cheaper/good enough

• Clone Market: copy of an existing business model

Market Type Trade-offs

Customer Knowledge

Value Proposion: defines the MVP

Customer Segment: defines thearchetype/persona

Customer Workflow

Customer Discovery

Wrong: “Here’s what I saw, and here’s more of what I saw”

Good: “Here’s what I saw, and here’s what it means”.

What we want to avoid

Market

Your solution

Costumer Job or

Problem

CustomerDevelopment“A startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model.”Steve Blank

Two Steps

Validate the problem

Validate the solution

Do you have a problem with X?

Tell me about X?

Do you think it’s a good idea?

Would you buy a product which solved this problem?

How do you currently deal with this problem?

Talk me through the last time you had this problem.

How much would you pay for this?

How much money does this problem cost you?

Who else should I talk to?

GoodDid or do

Don’t assume

Don’t ask for opinions

Let them speak about examples or experiences

The Mom Test

“Ask in a way that your mother could tell you that your product is useless. Without her knowing.”Rob Fitzpatrick

TEAM PRESENTATION: CUSTOMER SEGMENTS FINDINGS

Q&A VALUE PROPOSITION

Value Proposition

Value Proposition Canvas

• Products & Services: your offer to help your customer

• Pain Relievers: what pains are alleviated by your products & services

• Gain Creators: what gains will your products & services create to your customer

Customer Segments

Value Proposition Canvas

• Customer Jobs: tasks that customer are trying to perform and complete

• Pains: undesired costs and risks that your customer experiences

• Gains: benefits that your customer expects or desires

Goal

One-sided Market

• Product/service serves a single class of customers

• The value propositions does not depend on interaction between classes of customers

Multi-sided Market

• Product/service serves multiple customer classes

• Some of the value propositions depend on interaction between multiple classes of customers

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 4: Channels

Obrigado