Understanding Value

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A presentation on how to start a business by focusing on customers and understanding business models. Brief discussions on Lean Startup, blue ocean strategy and customer development. Presented at Atelierul Produselor Creative in Iasi on May 9, 2012

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Understanding Value

  1. 1. Understanding Value @MariusUrsache #APC May 9, 20121 Marius Ursache—Understanding Value
  2. 2. Part 1 What is Phase 2?4 Marius Ursache—Understanding Value
  3. 3. ... so6 Marius Ursache—Understanding Value
  4. 4. What is Phase 2?7 Marius Ursache—Understanding Value
  5. 5. http://www.amazon.com/Business-Model-Generation-Visionaries-Challengers/dp/0470876417/8 Marius Ursache—Understanding Value
  6. 6. Key Customer activities relationships Key Value Customerpartners propositions segments Key Channels resources Cost Revenue structure streams
  7. 7. Customer segments10 Marius Ursache—Understanding Value
  8. 8. Value propositions12 Marius Ursache—Understanding Value
  9. 9. Channels14 Marius Ursache—Understanding Value
  10. 10. Customer relationships16 Marius Ursache—Understanding Value
  11. 11. Revenue streams18 Marius Ursache—Understanding Value
  12. 12. Key resources20 Marius Ursache—Understanding Value
  13. 13. Key activities22 Marius Ursache—Understanding Value
  14. 14. Key partners24 Marius Ursache—Understanding Value
  15. 15. Cost structure26 Marius Ursache—Understanding Value
  16. 16. Apple iPodKey Key Value Customer Customerpartners activities propositions relationships segments Hardware design Lovebrand Record compan ies Seamless Mass Marketin g music market experience Key Channels resources Retail stores People Own Software stores & hardware Own websites Content & agreementsCost Revenuestructure streams Some Manufacturing Hardware music People Marketing sales revenues & sales
  17. 17. Amazon.comKey Key Value Customer Customerpartners activities propositions relationships segments Order Custom fulfillment online Logistics Large profiles partners IT infrast product developm ructure Glob & mainte ent range Reccomen- mas al nance dations mar s ket ffiliates A Key Channels Lower resources value Fulfillment items infrastructure Affiliates Own IT website infrastructureCost Revenuestructure streams Tech nolog & con y Order fulfillment Sales Marketing tent margin
  18. 18. Google.comKey Key Value Customer Customerpartners activities propositions relationships segments Expanding Adve reach rtise Targeted rs Platform ads & servic managem e ent Web Free surfers search Key Channels resources Search Content platform owners Monetize Internet content (online) ServersCost Revenuestructure streams Platform Keyword de velopment auctions & maintenance
  19. 19. Key Customer activities relationships Key Value Customerpartners propositions segments Key Channels resources Cost Revenue structure streams
  20. 20. Exercise 1 Your business model32 Marius Ursache—Understanding Value
  21. 21. What is the only thing you need to start a business?33 Marius Ursache—Understanding Value
  22. 22. Part 2 Customers34 Marius Ursache—Understanding Value
  23. 23. Costel35 Marius Ursache—Understanding Value
  24. 24. Costel Age, sex, job, education, income Social Friends, family, relationships Hobbies and leisure Likes, dislikes Goals Personal goals Professional goals Pains What keeps him awake at night. What keeps him from reaching his goals. What annoys him.36 Marius Ursache—Understanding Value
  25. 25. Thinking FeelingSeeing Hearing Saying Doing
  26. 26. why’s38 Marius Ursache—Understanding Value
  27. 27. Part 3 Markets39 Marius Ursache—Understanding Value
  28. 28. Total Addressable Market
  29. 29. Total Addressable Market
  30. 30. TAM for Vplay.ro 16 mil. people in Romania watch TV 7 mil. of them use Internet 3.4 mil. of them download illegal stuff 2 mil. download movies & TV episodes43 Marius Ursache—Understanding Value
  31. 31. Market maturity Raw iron Checklist Productivity Transparency wars wars44 Marius Ursache—Understanding Value
  32. 32. Competition45 Marius Ursache—Understanding Value
  33. 33. http://www.amazon.com/Blue-Ocean-Strategy-Uncontested-Competition/dp/159139619046 Marius Ursache—Understanding Value
  34. 34. Red Ocean Strategy47 Marius Ursache—Understanding Value
  35. 35. Blue Ocean StrategyEliminate Reduce Create Raise48 Marius Ursache—Understanding Value
  36. 36. Product Market push pull49 Marius Ursache—Understanding Value
  37. 37. Exercise 2 Persona.51 Marius Ursache—Understanding Value
  38. 38. Exercise 3 Lunch.52 Marius Ursache—Understanding Value
  39. 39. Exercise 4 Five interviews. One person. Insights. Changes.53 Marius Ursache—Understanding Value
  40. 40. Part 4 Putting everything together54 Marius Ursache—Understanding Value
  41. 41. Outcomes Persona (2 min) TAM (2 min) Interviewed people (2 min) Interview example (5 min) Insights (2 min) Changes (2 min)55 Marius Ursache—Understanding Value
  42. 42. http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/030788789863 Marius Ursache—Understanding Value
  43. 43. Build Measure Learn64 Marius Ursache—Understanding Value
  44. 44. Customer developmentCustomer Customer Customer Companydiscovery validation creation building 65 Marius Ursache—Understanding Value
  45. 45. Focus66 Marius Ursache—Understanding Value
  46. 46. Keep the main thing the MAIN thing.67 Marius Ursache—Understanding Value
  47. 47. GR82CU! @MariusUrsache marius@grapefruit.ro69 Marius Ursache—Understanding Value

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