Aaron EdenCreated by Steve Blank
»   5/12 – What to Expect»   5/19 – First Pitches»   5/26 – Experiment Day»   6/2 –Value Propositions»   6/9 – Customers, ...
» Team Presentations» Customer Segments» Mentoring
» How many customers did you talk to?» What were your value proposition hypotheses?» What do customers think about your va...
CUSTOMER SEGMENTSwhich customers and users are you serving? which       jobs do they really want to get done?             ...
CUSTOMER SEGMENTSwhich customers and users are you serving? which       jobs do they really want to get done?             ...
» Business to Business (B to B)   ˃ Use or buy inside a company» Business to Consumer (B to C)   ˃ Use or buy for themselv...
» Saboteurs» Intermediaries (OEM’s and resellers)
» Clone Market?» Existing Market?» Resegmenting an Existing Market?  ˃ niche or low cost» New Market?» When do I ignore cu...
» You need to talk to more customers than you  ever thought possible – 100’s physically, 1000’s  on the web» “I left a mes...
Business to Business (B to B)
»   Increase revenue?»   Decrease costs?»   Get them new customers?»   Keep up with or pass competitors?»   How important ...
»   User?»   Influencer?»   Recommender?»   Decision Maker?»   Economic Buyer?»   Saboteur?»   Archetypes for each?
» Organization Chart» Influence Map» Sales Road Map
»   How do you test interest?»   Where do you test interest?»   What kind of experiments can you run?»   How many do you t...
» Demand Creation» Network effect» Sales
Business to Consumer (B to C)
»   Does it entertain them?»   Does it connect them with others?»   Does it make their lives easier?»   Does it satisfy a ...
» Do they buy it by themselves?» Do they need approval of others?» Do they use it alone or with others?
»   Demand Creation»   Viral?»   SEO/SEM»   Network effect?»   AARRR (Dave McClure)
»   How do you test interest?»   Where do you test interest?»   What kind of experiments can you run?»   How many do you t...
» A product that’s bits can use the web» But getting a physical consumer product into retail  distribution is hard» Is Wal...
Business to Business to Consumer                      (B to B to C)
» Consumer End Users, Corporate Customers Pay» Multiple Consumers» Etc.
»   Each has its own Value Proposition»   Each has its own Revenue Stream»   One segment cannot exist without the other»  ...
Clone Market    Existing Market    Resegmented     New Market                                        Market» Clone Market ...
Existing            Resegmented            NewCustomers     Known                     Possibly Known     UnknownCustomer  ...
» Incumbents exist, customers can name the mkt» Customers want/need better performance» Usually technology driven» Positio...
» Low cost provider (Southwest)» Unique niche via positioning (Whole Foods)» What factors can:   ˃ you eliminate that your...
»   Customers don’t exist today»   How will they find out about you?»   How will they become aware of their need?»   How d...
» Talk to 10-15 customers face-to-face» What were your hypotheses about users and customers? Did you  learn anything diffe...
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
Lean Launchpad Tucson - Customer Segments
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Lean Launchpad Tucson - Customer Segments

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  • Slide 1: Cover slideSlide 2: Current business model canvas with any changes markedSlide 3 - n: What did you learn about your value proposition from talking to your first customers?Hypothesis: Here’s What we ThoughtExperiments: So Here’s What we DidResults: So Here’s What we FoundIterate: So Here’s What we Are Going to Do Next
  • Lean Launchpad Tucson - Customer Segments

    1. 1. Aaron EdenCreated by Steve Blank
    2. 2. » 5/12 – What to Expect» 5/19 – First Pitches» 5/26 – Experiment Day» 6/2 –Value Propositions» 6/9 – Customers, Users, Payers» 6/16 – Distribution Channels (Justin)» 6/23 – Customer Relationships (Andrew)» 6/30 – Revenue Models» 7/7 – Partners» 7/14 – Key Resources & Costs» 7/21 – Lessons Learned Presentations
    3. 3. » Team Presentations» Customer Segments» Mentoring
    4. 4. » How many customers did you talk to?» What were your value proposition hypotheses?» What do customers think about your value proposition hypotheses?» Post updates in the Google group (lessons learned, canvas changes)
    5. 5. CUSTOMER SEGMENTSwhich customers and users are you serving? which jobs do they really want to get done? images by JAM
    6. 6. CUSTOMER SEGMENTSwhich customers and users are you serving? which jobs do they really want to get done? images by JAM
    7. 7. » Business to Business (B to B) ˃ Use or buy inside a company» Business to Consumer (B to C) ˃ Use or buy for themselves» Business to Business to Consumer (B to B to C) ˃ Sell a business to get to a consumer ˃ Other Multi-sided Markets with multiple customers
    8. 8. » Saboteurs» Intermediaries (OEM’s and resellers)
    9. 9. » Clone Market?» Existing Market?» Resegmenting an Existing Market? ˃ niche or low cost» New Market?» When do I ignore customer feedback?
    10. 10. » You need to talk to more customers than you ever thought possible – 100’s physically, 1000’s on the web» “I left a message” or “I sent an email” doesn’t count – it’s confusing motion with action» Do NOT start at the top. You only get one meeting. You’ll almost certainly look like an idiot ˃ First figure out the order of battle
    11. 11. Business to Business (B to B)
    12. 12. » Increase revenue?» Decrease costs?» Get them new customers?» Keep up with or pass competitors?» How important is it?» Problem or a Need?
    13. 13. » User?» Influencer?» Recommender?» Decision Maker?» Economic Buyer?» Saboteur?» Archetypes for each?
    14. 14. » Organization Chart» Influence Map» Sales Road Map
    15. 15. » How do you test interest?» Where do you test interest?» What kind of experiments can you run?» How many do you test?
    16. 16. » Demand Creation» Network effect» Sales
    17. 17. Business to Consumer (B to C)
    18. 18. » Does it entertain them?» Does it connect them with others?» Does it make their lives easier?» Does it satisfy a basic need?» How important is it?» Can they afford it?
    19. 19. » Do they buy it by themselves?» Do they need approval of others?» Do they use it alone or with others?
    20. 20. » Demand Creation» Viral?» SEO/SEM» Network effect?» AARRR (Dave McClure)
    21. 21. » How do you test interest?» Where do you test interest?» What kind of experiments can you run?» How many do you test?
    22. 22. » A product that’s bits can use the web» But getting a physical consumer product into retail distribution is hard» Is Wal-Mart a customer?» More next week
    23. 23. Business to Business to Consumer (B to B to C)
    24. 24. » Consumer End Users, Corporate Customers Pay» Multiple Consumers» Etc.
    25. 25. » Each has its own Value Proposition» Each has its own Revenue Stream» One segment cannot exist without the other» Which one do you start with?
    26. 26. Clone Market Existing Market Resegmented New Market Market» Clone Market ˃ Copy of a U.S. business model» Existing Market ˃Faster/Better = High end» Resegmented Market ˃Niche = marketing/branding driven ˃Cheaper = low end» New Market ˃Cheaper/good enough, creates a new class of product/customer ˃Innovative/never existed before
    27. 27. Existing Resegmented NewCustomers Known Possibly Known UnknownCustomer Performance Better fit TransformationalNeeds improvementCompetitors Many Many if wrong, None few if rightRisk Lack of branding, sales Market and Evangelism and and distribution product re- education cycle ecosystem definitionExamples Google Southwest Groupon Market Type determines:  Rate of customer adoption  Sales and Marketing strategies  Cash requirements
    28. 28. » Incumbents exist, customers can name the mkt» Customers want/need better performance» Usually technology driven» Positioning driven by product and how much value customers place on its features» Risks: ˃ Incumbents will defend their turf ˃ Network effects of incumbent ˃ Continuing innovation
    29. 29. » Low cost provider (Southwest)» Unique niche via positioning (Whole Foods)» What factors can: ˃ you eliminate that your industry has long competed on? ˃ Be reduced well below the industry’s standard? ˃ should be raised well above the industry’s standard? ˃ be created that the industry has never offered? (blue ocean)
    30. 30. » Customers don’t exist today» How will they find out about you?» How will they become aware of their need?» How do you know the market size is compelling?» Which factors should be created that the industry has never offered? (blue ocean)
    31. 31. » Talk to 10-15 customers face-to-face» What were your hypotheses about users and customers? Did you learn anything different?» Did anything change about Value Proposition?» What do customers say their problems are? How do they solve this problem(s) today? Does your value proposition solve it? How?» What was it about your product that made customers interested? excited?» If B-B, who’s: decision maker, size of budget, what are they spending it on today, how will this buying decision be made?» Update Google GroupRead» Business Model Generation, pages 127-133» Startup Owners Manual, pages 227-256, 332-342
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