Hatchery Workshop Series:

Value Proposition & Customer Segment

Presented By: Piyush Gaur

Business model canvasVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Value PropositionVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Customer SegmentVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Customer ChannelsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Customer RelationshipsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Revenue StreamsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Key PartnersVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Cost StructureVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Key ResourcesVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Key ActivitiesVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

The Business Model CanvasVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #1: I know there must be people who want this, so I’ll just build it.

…no

Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #2: I’m going to find out what people really want and then build that.

HiHi

Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #2: I’m going to find out what people really want and then build that.

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Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #2: I’m going to find out what people really want and then build that.

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Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #2: I’m going to find out what people really want and then build that.

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Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #2: I’m going to find out what people really want and then build that.

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Products vs. SolutionsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

YOUCUSTOMERS

Scenario #2: I’m going to find out what people really want and then build that.

flexibilityopenness

What should a VP tell me?VP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

1. What problem are you solving?

2. Who are you solving it for?

3. What you are building to solve it?

The Components of a VPVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

1. Product Features (benefits): Related to your VP

2. Pain Points:

3. Gain Creators: creating value to the customer/user

• Time, money, effortSavings

• Entertainment, less frustration

Feel Better

• Cheaper/better alternative

Fix Bad Solution

• Improve social status

Social Impact

Chip Chopsticks for PC GamersVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

1. Problem Statement - Greasy keyboards

2. Feature: Chopstick-style design

3. Pain Killers:

• Clean keyboard less frequentlySavings

• Don’t have to type on greasy keys

Feel Better

• Get more gaming hours per year

Less Cleaning

• Reduce key-slip mistakes by 50%

No Greasy Keys

4. Gain Creators:

Chip Chopsticks problem statementVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

While eating chips PC gamers get their keyboards greasy and make more mistakes

Problem statement

Chip Chopsticks problem statementVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

while eating chips PC gamers get their keyboards greasy and make more mistakes

Our new chopstick design saves gamers from spending time and effort on keyboard maintenance, and prevents greasy-key discomfort during gameplay.

Problem statement+ Pain Killers

Chip Chopsticks problem statementVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

while eating chips PC gamers get their keyboards greasy and make more mistakes.

Our new chopstick design saves gamers from spending time and effort on keyboard maintenance, and prevents greasy-key discomfort during gameplay.

Less time wasted on maintenance means more gameplay time, and avoiding unwanted key-grease leads to fewer accidental key slips, improving performance consistency.

Problem statement+ Pain Killers

+ Gain Creators

The Customer ArchetypeVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

• Archetype: A very typical example of a certain person (persona)

Archetype

General

Info

GainsPains

Demographics / Habits• Age, location, disposable

income, habits, etc.

What they like / value• Time with kids, travelling

the world, hobbies, etc.

What bothers them• Wasting money,

being bored, etc.

Typical Chip Chopstick GamerVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

General Info

Pains

Gains

• Aged 18-30• Above average disposable income• Game for 35 hr/week• Casually snack for 80% of time during gaming• Snack with left hand while using mouse with right

• Greasy key discomfort• Key slip mistakes• Cleaning between keys

• Being able to play more• Beating opponents• Having latest gaming tech

Ranking Pains and GainsVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

• Pains: Significance and frequency

• Gains: Personal importancee.g. Beating Opponents vs. More Playing Time

depends on motivation behind gaming

(competition vs. fun)

Lowsignificant

MediumSignificance

High Significance

Less frequent Cleaning keys

Medium Frequency

High Frequency greasy keys Key slips

3 Reasons to define your customerVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

1. Validates and evolves your understanding of the problem

2. Forces you to truly understand whoyour customers are

3. Helps you determine what features your solution should have

Do you pitch your Vision or VP?VP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Our platform provides users with the following values:

• Discovering Unique & Relevant Content. Over 215M MAUs, spanning nearly every country, provide great breadth and depth of content across a broad range of topics, including literature, politics, finance, music, movies, comedy, sports and news.

• Breaking News and Engaging in Live Events. Users come to Twitter to discover what is happening in the world right now directly with other Twitter users. On Twitter, users tweet about live events instantly, whether it is celebrities tweeting to fans, journalists breaking news, or people providing eyewitness accounts of events. Many individuals break news on Twitter first because of the unique reach and speed of distribution on our platform. Twitter is a primary source of information, enhancing the overall experience of an event by allowing users to share the experience with other users in real time.

• Participating in Conversations. Through Twitter, users not only communicate with friends and family, they participate in conversations with other people from around the world, in ways that would otherwise not be possible. In addition to participating in conversations, users can simply follow conversations on Twitter or express interest in the conversation by retweeting or favoriting.

Twitter gives everyone the power to create and share

ideas and information instantly, without

barriers

Minimal viable productVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

Step 1: Build customer archetype

Step 2: Determine (based on customer validation) features to meet minimal set of critical needs

Step 3: Build and deliver MVP

Step 4: Keep listening to customers!

Step 5: Iterate

Expanding the ArchetypeVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

• Sometimes users ≠ paying customers

• Building archetypes for both will help improve your features and branding

For Sugar-Crazed Kids: For Health-Wary Parents:

Expanding the ArchetypeVP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

• Sometimes users ≠ paying customers

• Building archetypes for both will help improve your features and branding

if you remember nothing else…VP & Customer Segment

Canvas Recap Introduction Value Prop Customers Other Info Conclusion

• Your value proposition tells me:1. The problem you solve

2. Who you solve it for

3. What you’re building to solve it

• Customer archetypes are a must:– General Info (i.e. demographics, habits)

– Pains (i.e. what bothers them)

– Gains (i.e. what they value)

Thanks for listening!