6. What is Lean?
• Elimination of waste in the production
and delivery of value to customer
7. Value Stream
• Producing a known product (mini-van)
for a known consumer (soccer mom)
• Value-add activities (assemble part)
• Non value-add activities (forklift parts
across warehouse)
8. Lean Objective
• Lose waste:
– Make value-add activities more efficient
– Eliminate non value-add activities (if
possible)
– Must maintain value to customer
24. your market
• Product-Market ft is driven by nailing core value
proposition for hyper segmented markets
• Growth is determined by pursuing multiple
segments over time.
• Size of opportunity is determined by size &
number of segments
27. segmentation clues
• Different level pain or passion
• Seek to solve problem differently
• Require different marketing
• Require different distribution
• Require different sales
• Not necessarily demographic-based
• Not “verticals”
28.
29. Segment Matrix
Criteria
Segment
Depth of
Pain
Budget
Market
Size
Time to
MVP
Reach Values
Sole Chef H M M H M H
Team ind. H H M H M H
Small Corp M H H M L M
Big Corp M H H L L L
30. Where do they
“hang out?”
Pain or Passion
Impact of
addressing
pain/passion
Who
Influences
them?
Market
Segment
34. COMPANY:
Over achieves
on value prop;
Offers referral
incentive
CUSTOMER
BEHAVIOR:
Refers product;
resubscribes
METRIC:
Referrals;
MustHaveScore
Lifetime value (LTV)
Passionate
CUSTOMER is
passionate because:
Own business grows
Having used the product for
several months, the customer is
seeing her own company grow.
Your product has helped her
achieve this.
She is PASSIONATE about your
product.
She resubscribes to your product
AND takes you up on your offer
to get a month free if she refers
the product to others and they
buy.
35. COMPANY:
Provides
wizard, survey
tool,
dashboard;
“instruments”
product
RESULTING
BEHAVIOR:
Continues to
use the product
in a specifc way
over time
METRIC:
Engagement -
Sends survey every 2 wks;
Views dashboard daily
Satisfed
CUSTOMER is satisfed
because: is able to see
market signal for own
product
The customer is using the product
on a regular basis and it is doing
what was promised.
She is SATISFIED with your
product.
She uses the assumption wizard,
the survey tool, and the dashboard
on a regular basis.
36. COMPANY:
Overcome
‘blank slate’;
Offers free
‘getting started’
support
RESULTING
BEHAVIOR:
Uses wizard,
sends survey
METRIC:
Activation
Creates and Sends survey
Hopeful
CUSTOMER is hopeful
because: wants specifc
problem solved, eg
wants to track
market signal
The customer has purchased. She
is eager to get started, but also
may have feelings of regret,
wondering if it was the right
decision.
She is HOPEFUL your product
works as promised and addresses
her need.
To test, she logs in, documents her
assumptions, creates survey, and
sends it out.
37. COMPANY:
Allows customer
to use demo
features;
FAQ allays last
minute fears;
Final phone call
RESULTING
BEHAVIOR:
Purchases
METRIC:
Pays
Convinced
CUSTOMER is convinced
when:
Has demo’d the product
and believes it is a good
ft
The customer successfully demo’d
the product and believes the
product will work for her.
She is CONVINCED your
product will work.
She buys the product.
38. COMPANY:
Inside Sales
calls customer;
offers reference;
talks about
demo program
RESULTING
BEHAVIOR:
Wants to try
product
METRIC:
Signs up for trial
Trusting
CUSTOMER is trusting
when:
Impressed with
testimonials and reference
was glowing.
The customer reads testimonials
andTRUSTS your business.
She wishes to demo the product.
40. COMPANY:
Reach out to
3rd party
blogger
BEHAVIOR:
Visits company
Web Site
METRIC:
UniqueVisitors by
referral
Aware
CUSTOMER:
Reads frst learns product
reading about it on a
blog.
Having discovered the product via
a blogger she respects, she is
INTRIGUED about the product.
She visits your web site to read
more.
