Maaike Doyer – Strategy Designer, Business Models Inc

1. CUSTOMER
DISCOVERY
EIA NICE
July 8, 2015
@maaikedoyer
@BusModInc

2. YOU WILL
ALL BE
DESIGNERS!

4. THE WORLD
HAS CHANGED

5. `"NEW TECHNOLOGY
THE SPEED OF DEVELOPMENTS
HAS INCREASED

6. DISRUPT BEFORE
WE ARE
DISRUPTED

7. NEW TOOLS
NEW SKILLS
NEW MINDSET

8. CUSTOMER
SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER
RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES
`
BUSINESS MODEL CANVAS

9. THE BUSINESS
MODEL
PROCESS

10. ! ! ! ! ! ! !!!!!!!!!!DESIGNING BETTER BUSINESSES
!
!
BLAH
BLAH
BLAH

11. CUSTOMER
DISCOVERY

12. `"WHO IS OUR CUSTOMER? `"WHAT DOES HE WANT?
`"WILLINGNESS TO PAY?

14. AD LIBS

15. BUSINESS
MODEL
VALIDATION

16. THINK ABOUT
YOUR NEW
BUSINESS MODEL
AS IF YOU ARE A
START-UP

17. WHAT IS ACTUALLY
A START-UP

18. “A START-UP IS
NOT A SMALL
VERSION OF A
LARGE COMPANY.”
Steve Blank
A START-UP IS A
TEMPORARY
ORGANIZATION IN
SEARCH FOR A
PROFITABLE, SCALABLE
AND REPEATABLE
BUSINESS MODEL…
A START-UP IS
ABOUT SEARCHING
Steve Blank
A (LARGE) COMPANY
IS ABOUT EXECUTION
Steve Blank

19. YOU NEED TO
CLARIFY YOUR
ASSUMPTIONS
YOU NEED TO
TEST YOUR
ASSUMPTIONS
Source: Alex Osterwalder Instagram
GET OUT OF THE
BUILDING

20. WATCH FIRST
THEN ASK
LOOK FOR NEEDS
NOT SOLUTIONS
PIVOT YOUR
BUSINESS MODEL
STOP FEATURITIS NOW

21. TESTING THE
ASSUMPTIONS
TEST CARD
Step 1 Hypothesis:
We believe that…
Step 2 Test
To verify that, we will
Step 3 Metric
And measure
Step 4 Criteria
We were right if…
HOW DO WE DO
THAT?

22. WATCH FIRST…
THEN ASK

23. … THEN ASK
THEN ASK

24. 1PROBLEM SOLUTION FIT
SEARCH FOR
THE JOB TO
BE DONE
3 iterations
TEST THE
SOLUTION
3 iterations
PROBLEM
SOLUTION
FIT!
PROBLEM
SOLUTION FIT

25. 2
PROBLEM
MARKET FIT
`"SHOW ME THE MONEY!

26. 3
BUSINESS
MODEL
CUSTOMER
SEGMENTS
KEY PARTNERS
COST STRUCTURE REVENUE STREAMSCHANNELS
CUSTOMER
RELATIONSHIPS
KEY RESOURCES
VALUE PROPOSITIONSKEY ACTIVITIES

27. LEARNINGS

28. IT IS NOT
ABOUT THE
APP, IT IS
ABOUT THE
PROBLEM YOU
ARE SOLVING
UNDERSTAND
THE MEANING
OF THE DATA
GET OUT OF THE
BUILDING
THE SINGLE
SOLUTION DOES
NOT EXIST

29. HOW MANY PIVOTS
WILL YOU MAKE?

30. BLAH
BLAH
BLAH

32. Maaike helps corporates and
start-ups to design better
business. She has worked with
more than 300 companies on
business model innovation and
strategy.
maaike.doyer@businessmodelsinc.com
+1 415 854 8712
+31 6 818 225 18
STRATEGY DESIGNER
Business Models Inc.
MAAIKE
DOYER

33. DESIGNING BETTER BUSINESSESDESIGNING BETTER BUSINESSES