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THINKING ON CUSTOMER PRODUCT
MATRIXTakeshi Kakeda
2015/07/10@kkd
MOTIVATION
• Visualize differences between traditional water fall model and lean startup model clearly.
CUSTOMER PRODUCT MATRIX
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creation
CASE A: FAILURE MODEL
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creationdevelop what
customer may need (or not)
customer doesn’t need it !!what will customer want?
customer doesn’t buy it !!how should we sell?
CASE C: AGILE DEVELOPMENT MODEL
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creation
develop and check what customer
needs
what is value?what is hypothesis ?
what is true?
what did we learn?what should we do?
CASE B: LEAN STARTUP MODEL
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creation
develop only what customer needs
what is value?what is hypothesis ?
what is true?
what did we learn?what should we do?
CUSTOMER PRODUCT MATRIX
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creation Lean
Agile
Failure
WHERE IS RISK?
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creationMarket Risk
Product Risk
Goal
DESIGN SPRINT
assumption
discovery
develop launch scale
validation
plan
Customer Development
Product Development
creation
Design Sprintin five days
CONCLUSION• Before
• Think and plan how we go through routes towards the target
• During
• Notice and Act on where you are.
