LLP@TecnicoClass 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”.

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

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

Trigger Questions

Could your product or service…

…produce more savings?

…make your customers feel better?

…offer a better solution?

…put an end to your customer’s difficulties?

…eliminate risks your customers fear?

…wipe out negative social consequences?

Trigger Questions

Could your product or service…

…create savings for your customer?

…exceed your customer’s expectations?

…outperform current value propositions?

…make your customer’s life easier?

…fulfill a desire of your customers?

…help make adoption easier?

Customer Segments

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 MVPManage & condense

Analyze & derive insights Sh

are

Video montag

e

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