New product developmentpart 1: Customer discoverykristjan@hekovnik.si
9/10 startups failcca 95% of new products failWHY?
Why start-ups (new ideas) fail?• Premature scaling (not finished product)• No market (or is too small)• Fight with market ...
What will you choose?
Market$tWhy nowTAMSAMSOMOrganic growthINVESTMENT
Market stage• Big - stable markets– Big players• Segmented markets– Become big or niche market• New markets– Expensive to ...
Nail it than scale it!• Nail the problem / customer• Nail the solution• Nail the business model• Nail the scale up strateg...
Customer DevelopmentSteve BlankProblem/Solution FitProduct/Market Fit
BuildBuildMeasureMeasureLearnLearnLandingpageCustomerinterviewHypothesis reportBuild reportHEKINGInsightsExperimentplanBus...
How to think?Costumer development: hypothesis
Validation boardBusiness model generation canvasCustomerinsightsLandingpageToolsProduct tools:Empathy map, Influence map, ...
The Magic ChartHow are you going to financeand survive this?
Tools
Porter’s Five Forces• Suppliers• Buyers• Entry/Exit Barriers• Substitutes• Rivalry
Target segmentSEGMENT value channels barriers toentry…1.st. segment2.nd. segment…Source:http://articles.mplans.com/using-p...
Homework
Value proposition canvas
Metric tools
Pyramid problemSegment1Segment1Problem$Landing page market testMarketSegment2Segment2Lendingpage 1Lendingpage 1 Lendingpag...
The Steve Blank “Get, Keep and Grow”Customers Funnel
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
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Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg

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Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg

  1. 1. New product developmentpart 1: Customer discoverykristjan@hekovnik.si
  2. 2. 9/10 startups failcca 95% of new products failWHY?
  3. 3. Why start-ups (new ideas) fail?• Premature scaling (not finished product)• No market (or is too small)• Fight with market leader• Without competitive advantage• Bad money management• Bad execution (no system)• Weak team
  4. 4. What will you choose?
  5. 5. Market$tWhy nowTAMSAMSOMOrganic growthINVESTMENT
  6. 6. Market stage• Big - stable markets– Big players• Segmented markets– Become big or niche market• New markets– Expensive to be firstEntry time matters!!BigNew Segmented
  7. 7. Nail it than scale it!• Nail the problem / customer• Nail the solution• Nail the business model• Nail the scale up strategy / growth hacking
  8. 8. Customer DevelopmentSteve BlankProblem/Solution FitProduct/Market Fit
  9. 9. BuildBuildMeasureMeasureLearnLearnLandingpageCustomerinterviewHypothesis reportBuild reportHEKINGInsightsExperimentplanBusinessmodelingValidationboardValidationboardCanvasCanvasMarkettoolsMarkettoolsProducttoolsProducttoolsProductmarket fitProductmarket fit
  10. 10. How to think?Costumer development: hypothesis
  11. 11. Validation boardBusiness model generation canvasCustomerinsightsLandingpageToolsProduct tools:Empathy map, Influence map, marketsegmentation …Product tools:Empathy map, Influence map, marketsegmentation …Market tools:problem/solution benefit, value propositioncanvasMarket tools:problem/solution benefit, value propositioncanvasMetric toolsFunnel, problempyramid …Metric toolsFunnel, problempyramid …
  12. 12. The Magic ChartHow are you going to financeand survive this?
  13. 13. Tools
  14. 14. Porter’s Five Forces• Suppliers• Buyers• Entry/Exit Barriers• Substitutes• Rivalry
  15. 15. Target segmentSEGMENT value channels barriers toentry…1.st. segment2.nd. segment…Source:http://articles.mplans.com/using-porters-five-forces-when-creating-your-marketing-plan/
  16. 16. Homework
  17. 17. Value proposition canvas
  18. 18. Metric tools
  19. 19. Pyramid problemSegment1Segment1Problem$Landing page market testMarketSegment2Segment2Lendingpage 1Lendingpage 1 Lendingpage 2Lendingpage 2Lending pageA/B testingLendingpage 1Lendingpage 1Lendingpage 2Lendingpage 2Problem$CostsimCostsim
  20. 20. The Steve Blank “Get, Keep and Grow”Customers Funnel
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