LLP@Tecnico���Class 3

Luis Caldas de Oliveira

Agenda for Class 3

• Q&A about Value Proposition

•  Team Presentations: Value Proposition Findings

•  Summary about Customer Segments

• Work for Next Week

Q&A VALUE PROPOSITION

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”.

Presentation Format

•  List the experiments (slide 4)

•  Describe the experiments (slide 5-n)

•  What we thought (hypothesis)

•  What we did (experiment)

•  What we found (results)

•  What we are going to do next (action)

Waterfall vs Agile

Waterfall: founders assume they understand the customer problem and they specify a solution (spec sheet)

Agile: use MVPs to find the “Minimum Feature Set”

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

TEAM PRESENTATIONS: VALUE PROPOSITION

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?

Multi-Sided Markets • Who is the customer?

•  Value proposition for each customer?

•  Revenue stream for each customer?

•  Some segments may not exist without others?

• Which segment to start?

Wireframe MVP Manage & condense

Analyze & derive insights Sh

are

Video montag

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Upload

Collect & tag

research

media

Physical prototypes help! •  Handing dentists a crude clay mockup got us better, more actionable feedback

•  A great way of gauging whether new functionality satisfies a need

NEXT WEEK

Presentation for Next Week

•  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: How do customers solve the problem today? How does your value proposition help?

Presentation for Next Week (cont.)

•  Slide 5-n: What did you learn about your Customers: hypothesis, experiments, results, action

•  Slide n+1: Diagram of customer workflow

•  Slide n+2: Customer archetype

Before Next Class •  Talk to 10 customers about Customer

Segments

•  Update LPC Narrative and Canvas

• MVP: site or wireframe (web/mobile), prototype, model, crowdfunding (physical product)

•  Prepare Class Presentation

• Watch Lecture 4: Channels

Obrigado