(c) Gustaaf.Vocking@power2improve.nl
Gustaaf	
  Vocking	
  
Ø  Master	
  of	
  Econometrics	
  
Ø  Bachelor	
  of	
  Business	
  informa7on	
  science	
  
Ø...
Truth	
  about	
  what	
  we	
  buy	
  

(c) Gustaaf.Vocking@power2improve.nl
People	
  buy…	
  
People	
  don’t	
  want	
  to	
  
buy	
  a	
  quarter-­‐inch	
  
drill…	
  	
  
They	
  want	
  a	
  qu...
Truth	
  about	
  business	
  ideas	
  

(c) Gustaaf.Vocking@power2improve.nl
Once	
  upon	
  a	
  7me	
  (okay	
  1992)	
  
Ø Real	
  estate	
  buying	
  
Some7me	
  later:	
  2001	
  
Ø So	
  much...
Diminishing	
  degrees	
  of	
  freedom	
  approach	
  
•  Pick	
  a	
  general	
  solu7on	
  
product	
  or	
  service	
 ...
Desire	
  based	
  Start-­‐up	
  (Inside-­‐out)	
  
Pick	
  a	
  
q A	
  talent	
  that	
  you	
  have.	
  
q A	
  produ...
Truth	
  about	
  essen7al	
  skills	
  

(c) Gustaaf.Vocking@power2improve.nl
Truth	
  about	
  startup	
  money	
  

(c) Gustaaf.Vocking@power2improve.nl
A	
  simple	
  idea	
  that	
  requires	
  money	
  
…is	
  a	
  mobile	
  app	
  that	
  synchronizes	
  
music	
  across...
A	
  simple	
  idea	
  that	
  requires	
  money	
  

(c) Gustaaf.Vocking@power2improve.nl
Kickstarter.com	
  

(c) Gustaaf.Vocking@power2improve.nl
Truth	
  about	
  Business	
  Plans	
  

(c) Gustaaf.Vocking@power2improve.nl
Business	
  plans…	
  
•  …of	
  startups	
  don’t	
  
survive	
  customer	
  
contact.	
  
•  …are	
  mainly	
  useful	
 ...
Value	
  Proposi7on	
  Canvas:	
  Runtroll	
  example	
  	
  

(c) Gustaaf.Vocking@power2improve.nl
VPC:	
  Runtroll	
  example	
  (for	
  runners)	
  

(c) Gustaaf.Vocking@power2improve.nl
VPC:	
  Runtroll	
  example	
  (for	
  companies)	
  

(c) Gustaaf.Vocking@power2improve.nl
wer cost, less investments, lower risk, better quality, performance,
…)

Describe what a specific customer segment is tryi...
What are customers looking for? jobs are you
What social
(e.g. good design, guarantees, specific orto look good, gain powe
...
sed by.
avings.

t your
g the

(e.g. makes them look good, increase in power, status, …)

What are customers looking for?
...
VPC:	
  Products	
  &	
  Services	
  
Products & Services
Do they…

Create savings that make your customer happy?

List al...
Do they…
Create savings that make your customer happy?

Do something customers are looking for?

(e.g. in terms of time, m...
by, including functional utility, social gains, positive emotions, and cost savings?

Pain Relievers
Describe how your pro...
Value	
  Proposi7on	
  Canvas:	
  stripped	
  down	
  BMC	
  

(c) Gustaaf.Vocking@power2improve.nl
Value	
  Proposi7on	
  Canvas:	
  stripped	
  down	
  BMC	
  

(c) Gustaaf.Vocking@power2improve.nl
Truth	
  the	
  startup	
  search	
  

(c) Gustaaf.Vocking@power2improve.nl
What	
  is	
  a	
  Startup?	
  
A temporary organization…!
Designed to SEARCH…!
For a REPEATABLE and
SCALABLE…!
Business M...
Failing	
  forward	
  fast!!	
  

(c) Gustaaf.Vocking@power2improve.nl
Truth	
  about	
  customers	
  and	
  your	
  startup	
  

(c) Gustaaf.Vocking@power2improve.nl
Customers:	
  get,	
  keep	
  and	
  grow	
  

(c) Gustaaf.Vocking@power2improve.nl
Summary	
  

Trainer/	
  

(c) Gustaaf.Vocking@power2improve.nl
Recommended	
  reading	
  
Starting-Up boek2 NV

16-06-2004

11:51

Pagina 1

Starting up
Achieving success with professio...
Three	
  steps	
  to	
  your	
  dream	
  job	
  
1.  Determine what you like doing so much
you would do (and will try out)...
Handout	
  and	
  ques7ons?	
  
Gustaaf	
  Vocking	
  

@GustaafVocking	
  

Gustaaf@Power2Improve.nl	
  

(c) Gustaaf.Voc...
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Entrepreneurship guest lecture TIlburg University handout

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Handout of my lecture on Startup Entrepreneurship for Tilburg University

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Entrepreneurship guest lecture TIlburg University handout

  1. 1. (c) Gustaaf.Vocking@power2improve.nl
  2. 2. Gustaaf  Vocking   Ø  Master  of  Econometrics   Ø  Bachelor  of  Business  informa7on  science   Ø  Psychology  and  post  Doc  didac7c  skills   Ø  Execu7ve  MBA   Ø  Entrepeneur  since  age  of  15   Ø  Management  Coach/Consultant/Trainer   Ø  Leadership/Communica7ons/Brain  skills   Ø  Managers/Professionals/Experts   Ø  Europe  &  USA   Ø  10  days  per  year  for  students   Ø  >10.000  students  and  experts  trained   (c) Gustaaf.Vocking@power2improve.nl
  3. 3. Truth  about  what  we  buy   (c) Gustaaf.Vocking@power2improve.nl
  4. 4. People  buy…   People  don’t  want  to   buy  a  quarter-­‐inch   drill…     They  want  a  quarter-­‐ inch  hole.   Professor  Theodore  LeviR  (Harvard)   (c) Gustaaf.Vocking@power2improve.nl
  5. 5. Truth  about  business  ideas   (c) Gustaaf.Vocking@power2improve.nl
  6. 6. Once  upon  a  7me  (okay  1992)   Ø Real  estate  buying   Some7me  later:  2001   Ø So  much  trouble   Ø There  must  be  a   computer  system…   Ø …with  photos…   Ø …with  descrip7ons…   Ø …let’s  code  it…   Ø Brilliant!!!   Ø Nobody  wanted  to  buy  it   (c) Gustaaf.Vocking@power2improve.nl
  7. 7. Diminishing  degrees  of  freedom  approach   •  Pick  a  general  solu7on   product  or  service   •  Narrow  down   Ø Customer  segment   Ø Value  proposi7on   Un7l  you  arrive  at   unique  product/ service     =  Business  idea     (c) Gustaaf.Vocking@power2improve.nl
  8. 8. Desire  based  Start-­‐up  (Inside-­‐out)   Pick  a   q A  talent  that  you  have.   q A  product/service  that  you   would  love  to  provide  and/ or  strongly  feel  people   want/need     (c) Gustaaf.Vocking@power2improve.nl
  9. 9. Truth  about  essen7al  skills   (c) Gustaaf.Vocking@power2improve.nl
  10. 10. Truth  about  startup  money   (c) Gustaaf.Vocking@power2improve.nl
  11. 11. A  simple  idea  that  requires  money   …is  a  mobile  app  that  synchronizes   music  across  mul7ple  devices  over  a   mobile  network.  This  new   technology  unlocks  the  poten7al  for   peer-­‐to-­‐peer  mobile  surround   sound  and  shared  listening.   Whether  you're  orchestra7ng  a   mobile  flash  mob  or  riding  on  the   bus  with  a  friend  discretely  jamming   out  on  your  headphones,  this  app   enables  us  to  enjoy  music  together   wirelessly  no  maRer  where  we  are.       (c) Gustaaf.Vocking@power2improve.nl
  12. 12. A  simple  idea  that  requires  money   (c) Gustaaf.Vocking@power2improve.nl
  13. 13. Kickstarter.com   (c) Gustaaf.Vocking@power2improve.nl
  14. 14. Truth  about  Business  Plans   (c) Gustaaf.Vocking@power2improve.nl
  15. 15. Business  plans…   •  …of  startups  don’t   survive  customer   contact.   •  …are  mainly  useful   since  they  require  your   thinking  upfront.   •  …are  hardly  ever  used  if   the  startup  does  not   require  funding.   (c) Gustaaf.Vocking@power2improve.nl
  16. 16. Value  Proposi7on  Canvas:  Runtroll  example     (c) Gustaaf.Vocking@power2improve.nl
  17. 17. VPC:  Runtroll  example  (for  runners)   (c) Gustaaf.Vocking@power2improve.nl
  18. 18. VPC:  Runtroll  example  (for  companies)   (c) Gustaaf.Vocking@power2improve.nl
  19. 19. wer cost, less investments, lower risk, better quality, performance, …) Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy. Customer:  Job(s)   Customer Job(s) What functional jobs are you helping your customer get done? (e.g. perform or complete a specific task, solve a specific problem, …) Which savings would make your customer happy? (e.g. in terms of time, money and effort, …) What social jobs are you helping your customer get done? What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. trying to look good, gain power or status, …) (e.g. quality level, more of something, segment is trying to get done. It could be the tasks to Rank each gain according to its relevance Describe what a specific customerless of something, …) your customer. What emotional jobs are you helping your customer get done? they are tryingdo current solutions delight your customer? they areit trying to is it insignificant? How to perform and complete, the problems Is substantial or solve, or the (e.g. specific features, performance, quality, …) For each gain indicate how often it occurs. (e.g. esthetics, feel good, security, …) needs they are trying to satisfy. What would make your customer’s job or life easier? (e.g. flatter learning curve, more services, lower cost of ownership, …) What functional jobs are you helping your customer get done? What positive social (e.g. perform or complete aconsequences does your specific problem, …) specific task, solve a customer desire? What basic needs are you helping your customer satisfy? (e.g. communication, sex, …) (e.g. makes them look good, increase in power, status, …) What social jobs are youfor? What are customers looking helping your customer get done? (e.g. good design, guarantees, specific or more features, …) (e.g. trying to look good, gain power or status, …) What do customers dream about? (e.g. big achievements, big reliefs, …) What emotional jobs are you helping your customer get done? t does your customer security, …) costly?and failure? How feel good, find too (e.g. esthetics,does your customer measure success es a lot by. (e.g. performance, cost, …) be surprisedof time, costs too much money, requires substantial efforts, …) Besides trying to get a core job done, your customer performs ancillary jobs in different roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status, …) Customer Job(s) What would increase the likelihood of adopting a solution? What basic needs are you helping your customer satisfy? Co-creator (e.g. esthetics, feel good, security, …) (e.g. lower investments, t makes your …) cost, less sex, …) lowerbad? quality, performance, customer feel risk, better Describe what a specific customer segment is trying to get done. It could be the tasks (e.g. communication, design, they are trying to perform and complete, the problems they are trying to solve, or the services that help customers dispose Transferrer (e.g. products and strations, annoyances, things that give them a headache, …) needs they are trying to satisfy. and cost savings. of a product, transfer it to others, or resell, …) are current solutions underperforming for Besides trying to get a core job done, your customer performs ancillaryWhat functional jobsspecific task, solve a specificcustomer get done? jobs in or complete are you helping your problem, …) (e.g. performdiffer- a customer? ent roles. Describe the jobs your customer is trying to get done as: k of features, performance, malfunctioning, …) Buyer (e.g. trying to look good, gain power or status, …) t are the main difficulties and challenges customer encounters? feel good, security, …) Co-creator (e.g. esthetics, What social jobs are you helping your customer get done? Rank each job according to its significance to your customer. Is it crucial or is it done? What emotional jobs are you helping your customer gettrivial? For each job indicate how often it occurs. (e.g. trying to look good, gain power or status, …) (e.g. esthetics, feel good, security, …) Outline in which specific context a job is done, because that may impose constraints or limitations. Besides trying to get a core job done, your customer performs ancillary jobs in differWhat basic needs are you helping your customer satisfy? (e.g. communication, sex, …) derstanding how things work, difficulties getting things done, nce, Transferrer (e.g. products and services that help customers dispose …) of a product, transfer it to others, or resell, …) t negative social consequences does your What does customer mer encounterlot ofyour costs too muchfind too costly? efforts, …) (e.g. takes a or fear? time, money, requires substantial ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status, …) Co-creator (e.g. esthetics, feel good, security, …) Rank each job according to its significance to your customer. Is it Rank each pain according to that help customers crucial or is it trivial? For each job indicate how often it(c)Transferrer (e.g. products and servicesthe intensity itdispose occurs. transfer it to others, or resell, …) of a product, Gustaaf.Vocking@power2improve.nl t risks does your customer underperforming for fear? How are current solutions represents for your customer. of face, dsrisks that your power, trust, or status, …) feel bad? What makes your customer fter getting the (e.g. frustrations, annoyances, things that give them a headache, …) (e.g. while driving, outside, …)
  20. 20. What are customers looking for? jobs are you What social (e.g. good design, guarantees, specific orto look good, gain powe (e.g. trying more features, …) Gain Creators scribe how your products and services create customer gains. w do they create benefits your customer expects, desires or would be surprised including functional utility, social gains, positive emotions, and cost savings? Customer:  Pains   Pains Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done. Pain Relievers scribe how your products and services alleviate customer pains. How do they minate or reduce negative emotions, undesired costs and situations, and risks ur customer experiences or could experience before, during, and after getting job done? iminate risks your customers fear? g. financial, social, technical risks, or what could go awfully wrong, …) elp your customers better sleep at night? g. by helping with big issues, diminishing concerns, or eliminating worries, …) mit or eradicate common mistakes customers make? Gains Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings. (e.g. esthetics, feel good, security, … How does your customer measure success and failu What basic needs are you (e.g. performance, cost, …) (e.g. communication, sex, …) What would increase the likelihood of adopting a solu (e.g. lower cost, less investments, lower risk, better quality, performan design, …) What does your customer find too costly? Buyer (e.g. trying to look good, g (e.g. takes a lot of time, costs too much money, requires substantial efforts, …) Co-creator (e.g. esthetics, feel What makes your customer feel bad? Transferrer (e.g. products and (e.g. frustrations, annoyances, things that give them a headache, …) of a product, transfer it to others How are current solutions underperforming for your customer? Rank each job according crucial or is it trivial? (e.g. lack of features, performance, malfunctioning, …) What are the main difficulties and challenges your customer encounters? Pains (e.g. understanding how things work, difficulties getting things done, resistance, …) Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done. What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …) What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) What’s keeping your customer awake at night? (e.g. big issues, concerns, worries, …) What common mistakes does your customer make? (e.g. usage mistakes, …) et rid of barriers that are keeping your customer om adopting solutions? What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …) What does your customer find too costly? Outline in (e.g. takes a lot of time, costs too much money, requires substantial efforts, What makes your customer feel bad? is done cons (e.g. frustrations, annoyances, things that give them a headache, …) (e.g How are current solutions underperforming for your customer? (e.g. lack of features, performance, malfunctioning, …) Rank each pain according to the intensity it What are the main difficulties and challenges represents for encounters? your customeryour customer. Is it very intense or is it very light.? For each pain indicate how often it occurs. (e.g. understanding how things work, difficulties getting things done, resistance, …) What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …) What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, What’s keeping your customer awake at night? (e.g. big issues, concerns, worries, …) What common mistakes does your customer make? (e.g. usage mistakes, …) nk each pain your products and services kill according to their intensity your customer. Is it very intense or very light? each pain indicate how often it occurs. Risks your customer experiences or uld experience before, during, and after getting the job done? What emotional jobs are y (e.g. big achievements, big reliefs, …) Besides trying to get a core job don ent roles. Describe the jobs your cu g. usage mistakes, …) g. lower or no upfront investment costs, flatter learning curve, less istance to change, …) What do customers dream about? What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, … (c) Gustaaf.Vocking@power2improve.nl
  21. 21. sed by. avings. t your g the (e.g. makes them look good, increase in power, status, …) What are customers looking for? (e.g. good design, guarantees, specific or more features, …) What do customers dream about? (e.g. big achievements, big reliefs, …) Customer:  gains   Customer Job(s) How does your customer measure success and failure? (e.g. performance, cost, …) What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs theyWhich satisfy. are trying to savings would make your customer happy? (e.g. in terms are you money your customer What functional jobs of time, helping and effort, …) get done? (e.g. perform or complete a specific task, solve a specific problem, …) What outcomes does your customer expect and what What social jobsgo beyond his/her expectations? would are you helping your customer get done? (e.g. trying to look good, gain power or status, …) (e.g. quality level, more of something, less of something, …) What emotional jobs are you helping your customer get done? How do current solutions delight your customer? (e.g. esthetics, feel good, security, …) (e.g. needs are you helping your customer satisfy? What basic specific features, performance, quality, …) (e.g. communication, sex, …) Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs. What would make your customer’s job or life easier? (e.g. get a core job done, curve, more services, lower in differBesides trying toflatter learning your customer performs ancillary jobs cost of ownership, …) ent roles. Describe the jobs your customer is trying to get done as: What does your customer find too costly? (e.g. takes a lot of time, costs too much money, requires substantial efforts, …) What makes your customer feel bad? (e.g. frustrations, annoyances, things that give them a headache, …) How are current solutions underperforming for your customer? What positive social consequences does your customer desire? Buyer (e.g. trying to look good, gain power or status, …) Co-creator (makes them look good, increase in power, status, …) (e.g. e.g. esthetics, feel good, security, …) Transferrer (e.g. products and services that help customers dispose What are customers looking for? of a product, transfer it to others, or resell, …) (e.g. good design, guarantees, specific or more features, …) Rank each job according to its significance to your customer. Is it (e.g. lack of features, performance, malfunctioning, …) What or is itcustomers dream about? crucial do trivial? For each job indicate how often it occurs. What are the main difficulties and challenges your customer encounters? Gains (e.g. understanding how things work, difficulties getting things done, resistance, …) What negative social consequences does your Describe the benefits yourfear? customer encounter or customer expects, desires or would be surprised by. (e.g. loss of face, power, trust, or status, …) This includes functional utility, social gains, positive emotions, and cost savings. What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) What’s keeping your customer awake at night? (e.g. big achievements, big reliefs, …) Outline in which specific context a job is done, because that may impose How doesconstraints or limitations. your customer measure success and failure? (e.g. performance, cost, …) (e.g. while driving, outside, …) What would increase the likelihood of adopting a solution? Rank each pain according to the intensity it (e.g. lower cost, less investments, lower risk, better quality, performance, represents for your customer. design, …) Is it very intense or is it very light.? For each pain indicate how often it occurs. (e.g. big issues, concerns, worries, …) Describe what a specific cu they are trying to perform needs they are trying to sa What functional job What common mistakes does your customer make? (e.g. usage mistakes, …) (e.g. perform or complete What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …) Custom (c) Gustaaf.Vocking@power2improve.nl What social jobs a (e.g. trying to look good, g
  22. 22. VPC:  Products  &  Services   Products & Services Do they… Create savings that make your customer happy? List all the products and services your value proposition is built around. Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs? Which ancillary products and services help your customer perform the roles of: Buyer (e.g. products and services that help customers compare offers, decide, buy, take delivery of a product or service, …) Do something customer (e.g. in terms of time, money and effort, …) (e.g. good design, guarantees, spe Produce outcomes your customer expects or that go beyond their expectations? Fulfill something custom (e.g. better quality level, more of something, less of something, …) Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …) Make your customer’s job or life easier? (e.g. flatter learning curve, usability, accessibility, more services, lower cost of ownership, …) Create positive social consequences that your customer desires? Produce positive outcom success and failure crite (e.g. better performance, lower c Help make adoption eas (e.g. lower cost, less investments performance, design, …) Rank each gain your products and customer. Is it substantial or insign (e.g. makes them look good, produces an increase in power, status, …) Co-creator (e.g. products and services that help customers co-design solutions, otherwise contribute value to the solution, …) Products & Services Transferrer (e.g. help big achievements, prod List all the products and services your value proposition is built around. Gain Crea Describe how your products and s How do they create benefits your by, including functional utility, soc Which products and services do you offer that help your customer get either a (e.g. products and services that help customers disposeor help him/her satisfy basic needs? functional, social, or emotional job done, of a product, transfer it to others, or resell, products and services help your customer perform the roles of: Which ancillary …) Buyer Products and services may either (e.g. products anddelivery ofthat help customers compare offers, face-toby tangibleservices manufactured goods, (e.g. a product or service, …) decide, buy, take face customer service), digital/virtual (e.g. downloads, online recommendations), Co-creator intangible (e.g. copyrights, quality(e.g. products and services that help customers co-design assurance), or financial (e.g. investment funds, solutions, otherwise contribute value to the solution, …) financing services). Transferrer (e.g. products and services that help customers dispose of a product, to their importance Rank all products and services accordingtransfer it to others, or resell, …) to your customer. Products and services Are they crucial or trivial to your customer? may either by tangible (e.g. manufactured goods, face-to- face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services). Pain Relie Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer? (c) Gustaaf.Vocking@power2improve.nl Describe how your products and s eliminate or reduce negative emot your customer experiences or cou
  23. 23. Do they… Create savings that make your customer happy? Do something customers are looking for? (e.g. in terms of time, money and effort, …) (e.g. good design, guarantees, specific or more features, …) Produce outcomes your customer expects or that go Fulfill something customers are dreaming about? Do they… (e.g. help big achievements, produce big reliefs, …) beyond their expectations?make your customer happy? Create savings that Do something customers are looking for? (e.g. in more of money and effort, less (e.g. better quality level, terms of time, something,…) of something, …) (e.g. good design, guarantees, specific or more features, …) Produce positive outcomes matching your customers success and failure criteria? Produce outcomes your customer expects or that go beyond their expectations? Fulfill something customers are dreaming about? Copy or outperformquality level, more ofsolutions that…)delight your current something, less of something, (e.g. better Produce positive outcomes matching your customers cost, …) (e.g. better performance, lower customer? success and failure criteria? (e.g. help big achievements, produce big reliefs, …) Copy or outperform current solutions that delight your (e.g. regarding specific features, performance, quality, …) customer? (e.g. better performance, lower cost, …) Help make adoption easier? (e.g. regarding specific features, performance, quality, …) Help make adoption easier? Make your customer’s life easier? Make your customer’s job orjob or life easier? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) (e.g. flatter learning curve, usability, accessibility, more services, lower cost of ownership, …) (e.g. flatter learning curve, usability, accessibility, more services, lower Rank each gain your products and services create according to its relevance to your cost of ownership, …) customer. Is it substantial or insignificant? For each gain indicate how often it occurs. Create positive social consequences that your Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs. customer desires? Create positive social consequences that your customer desires? (e.g. makes them look good, produces an increase in power, status, …) (e.g. makes them look good, produces an increase in power, status, …) es around. er get either a basic needs? rm the roles of: rs, d goods, face-tocommendations), nvestment funds, your customer. Gain Creators Gains Describe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? Describe the benefits your c This includes functional utili Gain Creators Describe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? Pain Relievers Describe how your products and services alleviate customer pains. How do they (c) Gustaaf.Vocking@power2improve.nl and situations, and risks eliminate or reduce negative emotions, undesired costs Pains Describe negative emotions customer experiences or co
  24. 24. by, including functional utility, social gains, positive emotions, and cost savings? Pain Relievers Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done? Do they… Produce savings? (e.g. in terms of time, money, or efforts, …) Pain Relievers Eliminate risks your customers fear? Describe negative emotions, undesired costs and situations, and risks Describe how your products and services alleviate customer pains. How do they customer eliminate or reduce negative emotions, undesired costs and situations, and risks (e.g. financial, social, technical risks, or what done. experiences or could experience before, during, and after ge could go awfully wrong, …) job your customer experiences or could experience before, during, and after getting the job done? Make your customers feel better? Help your customers better sleep at night? (e.g. they… kills frustrations, annoyances, things that give them a headache, …) oduce savings? Fix underperforming solutions? in terms of time, money, or efforts, …) Eliminate risks your customers fear? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …) Limit or eradicate common mistakes customers make? (e.g. financial, social, technical risks, or what could go awfully wrong, …) (e.g. new features, better ake your customers feel better? performance, better quality, …) Help your customers better sleep at night? kills frustrations, annoyances, things that give them a headache, …) Pains (e.g. usage mistakes, …) (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …) Limit or your Put an end to difficulties and challengeseradicate common mistakes customers make? of barriers that are keeping your customer Get rid (e.g. usage mistakes, …) customers encounter? from adopting solutions? x underperforming solutions? new features, better performance, better quality, …) t an end to difficulties and challenges your (e.g. make things easier, helping them get done,Get rid of barriers that are…) eliminate resistance, keeping your customer lower or no upfront investment costs, flatter learning curve, less (e.g. stomers encounter? from adopting solutions? make things easier, helping them get done, eliminate resistance, …) resistance to change, …) (e.g. lower or no upfront investment costs, flatter learning curve, less resistance to change, …) Wipe out negative social consequences your Rank each pain your products and services kill according to their intensity each pain your products and services kill according to their intensity Rank customers encounter or fear? for your customer. Is it very intense or very light? loss of face, power, trust, or status, …) pe out negative social consequences your stomers encounter or fear? (e.g. loss of face, power, trust, or status, …) for your customer. Is it very intense or very light? For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done? For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done? (c) Gustaaf.Vocking@power2improve.nl Customer Segment
  25. 25. Value  Proposi7on  Canvas:  stripped  down  BMC   (c) Gustaaf.Vocking@power2improve.nl
  26. 26. Value  Proposi7on  Canvas:  stripped  down  BMC   (c) Gustaaf.Vocking@power2improve.nl
  27. 27. Truth  the  startup  search   (c) Gustaaf.Vocking@power2improve.nl
  28. 28. What  is  a  Startup?   A temporary organization…! Designed to SEARCH…! For a REPEATABLE and SCALABLE…! Business Model! (c) Gustaaf.Vocking@power2improve.nl
  29. 29. Failing  forward  fast!!   (c) Gustaaf.Vocking@power2improve.nl
  30. 30. Truth  about  customers  and  your  startup   (c) Gustaaf.Vocking@power2improve.nl
  31. 31. Customers:  get,  keep  and  grow   (c) Gustaaf.Vocking@power2improve.nl
  32. 32. Summary   Trainer/   (c) Gustaaf.Vocking@power2improve.nl
  33. 33. Recommended  reading   Starting-Up boek2 NV 16-06-2004 11:51 Pagina 1 Starting up Achieving success with professional business planning Authors Thomas Kubr Heinz Marchesi Daniel Ilar Herman Kienhuis McKinsey & Company, Inc. The Netherlands Amstel 344, 1017 AS Amsterdam © 1998 by McKinsey & Company, Inc. Switzerland Design and realization: Mifflin-Schmid, Zurich idkit, Oudewater [www.idkit.nl] Printed in The Netherlands ISBN 90-9011748-2 (c) Gustaaf.Vocking@power2improve.nl
  34. 34. Three  steps  to  your  dream  job   1.  Determine what you like doing so much you would do (and will try out) for free. 2.  Become so good at it that people will gladly reward you (or start over at 1.). 3.  Find Create the job. (c) Gustaaf.Vocking@power2improve.nl
  35. 35. Handout  and  ques7ons?   Gustaaf  Vocking   @GustaafVocking   Gustaaf@Power2Improve.nl   (c) Gustaaf.Vocking@power2improve.nl
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