Unique Value Proposition

Nikos Palavitsinis, Agro-Know

600. Solution & UVP

Lean AKademy, Feb-Mar, 2014

601. Reviewing our Interview Results

• Report on your interview results so far

• 10’ for each team to briefly report on their findings

• Practical problems? How were your interviewees? Document their characteristics

Lean AKademy, Feb-Mar, 2014

602. Report of Interview Results

• We put the LC on the wall again• Product Risk– What are you solving?

• Market Risk– Existing Alternatives

• Customer Risk– Is this a viable customer segment?

Lean AKademy, Feb-Mar, 2014

603. How Interviews Affect our LC

• This is the time to put the new input on the canvas

• Any other insights?– Channels?– Pricing? – Other details we need to put up there?

Lean AKademy, Feb-Mar, 2014

604. Sell it!

• What is it that you are building and for who?• Which are the pains your are addressing?• Which are the gains for the customers?• It’s NOT about the product• It’s about the customer!

Lean AKademy, Feb-Mar, 2014

605. What’s your UVP?

• What is the one compelling message that will make your customers buy your product?– Be different, but make sure your difference matters!– Target early adopters– Focus on finished story benefits– Pick your words carefully & own them!– What, who & why– Study other good UVPs– Create a high-concept pitch

Lean AKademy, Feb-Mar, 2014

Example

• Message = End result customer wants + specific period of time + address objections

• Hot fresh pizza delivered to your door in 30 minutes or it’s free.

• You have 10’ to document on a separate A4 paper

Lean AKademy, Feb-Mar, 2014

606. Do we have Problem/Market Fit?

• Do we know who our customers are?• Do we have problems that are crucial for our

customers?• Do we know their current alternatives?

Lean AKademy, Feb-Mar, 2014

607. Now What?

• We move to the next phase of Product/Market Fit

• We build a demo, we conduct more interviews• We collect requirements, refine our demo• We try to get to version 1.0 • We talk about prices and we try to get the

early adopters to pay

Lean AKademy, Feb-Mar, 2014

608. Takeaways & Assignments

• Reflect on the first phase of the Lean Akademy

• How did the process work? What were the problems? The learning outcomes?

• What would you like to do differently?

Lean AKademy, Feb-Mar, 2014

608. Takeaways & Assignments

• Final version of…– Lean Canvas– Problems– Alternatives– Customer Archetype– Wiki page with all the above – What we learned as input for AK operations

Lean AKademy, Feb-Mar, 2014

Questions?