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Idea+team Market Product Biz Model Execution Finance Project
Flow of Course
Plan to create value
Plan to capture value
SegmentDirect Validation
Competition
VPCompetitive Advantage
Development Plans
Where extract rentPricing
Go to MarketSales
Marketing
Fin StatementsInvestor Strategy
Steps 1 to 7# Step Aim
1 Market segmentation Focus, search for customer problems
2 Select a beachhead market Focus
3 Build end-user profile Focus + do we need to segment further?
4 Calculate TAM Have we choosen appropriate beachhead market?
5 Profile the Persona Focus + keep team aligned
6 Full life cycle use case Know our customer better
7 High-level product specification Team alignment on product
Photo by GotCredit via Flickr (CC BY 2.0)
Photo by El_Enigma - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/26604812@N03 Created with Haiku Deck
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Value Proposition
Describes the benefits customers can expect from your
products and services
Value Proposition Canvas
Value map Customer profile
Photo by jayneandd via Flickr (CC BY 2.0)
Photo by Jenn and Tony Bot via Flickr (CC BY–NC 2.0)
Fit
Value Proposition Canvas
Image of the Value Proposition Canvas removed due to copyright restrictions.
Customer profile
Photo by TelmaSDS – CC BY-NC-SA 2.0
Photo by DeeAshley – CC BY 2,0
Photo by Rupert Taylor-Price – CC BY 2,0
Ranking
Job importance
Pain severity
Gain relevance
Going to the movies
Example from: Osterwalder, Alexander et al (2014). Value Proposition Design: How to create products and services customers want Ed Wiley
John + Sons, pages 54-59.
Value Proposition
Our __________________________help(s) ________________________ who want to ___________________by _______________ ____________ and ____________ ______________ (unlike ______________________)
Next10customers
Photo by Esparta Palma CC BY 2,0
More interviews
Rule 1 Adopt a beginner’s mindRule 2 Listen more than you talkRule 3 Get facts, not opinions (Don’t ask, “Would you...?” Ask, “When is the last time you have...?”)Rule 4 Ask “why” to get real motivationsRule 5 The goal of customer insight interviews is not selling (even if a sale is involved); it’s about learning
Your core
Photo by Martin ma CC BY-SA 2,0
Your core
Unfair competitive advantage:
Something you do better than your competitors (or potential competitors) and that they cannot
imitate.
Your core
Network
Customer Service
Lower cost??
UX