Class slides

1. Idea+team Market Product Biz Model Execution Finance Project
Flow of Course
Plan to
create value
Plan to
capture value
Segment
Direct Validation
Competition
VP
Competitive Advantage
Development Plans
Where extract rent
Pricing
Go to Market
Sales
Marketing
Fin Statements
Investor Strategy

2. Steps 1 to 7
# Step Aim
1 Market segmentation Focus, search for customer problems
2 Select a beachhead market Focus
3 Build end-user profile Focus + do we need to segment further?
4 Calculate TAM Have we choosen appropriate beachhead market?
5 Profile the Persona Focus + keep team aligned
6 Full life cycle use case Know our customer better
7 High-level product specification Team alignment on product

3. Photo by GotCredit via Flickr (CC BY 2.0)

4. Photo by El_Enigma - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/26604812@N03 Created with Haiku Deck

5. Photo by lynxpardina - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/27875597@N00 Created with Haiku Deck

6. Photo by Arkangel - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/48600096824@N01 Created with Haiku Deck

7. Value Proposition
Describes the benefits
customers can expect from your
products and services

8. Value Proposition Canvas
Value map Customer profile
Photo by jayneandd via Flickr (CC BY 2.0)
Photo by Jenn and Tony Bot via Flickr (CC BY–NC 2.0)
Fit

9. Value Proposition Canvas
Image of the Value Proposition Canvas removed
due to copyright restrictions.

10. Customer profile
Photo by TelmaSDS – CC BY-NC-SA 2.0
Photo by DeeAshley – CC BY 2,0
Photo by Rupert Taylor-Price – CC BY 2,0

11. Ranking
Job importance
Pain severity
Gain relevance

12. Going to the movies
Example from: Osterwalder, Alexander et al
(2014). Value Proposition Design: How to create
products and services customers want Ed Wiley
John + Sons, pages 54-59.

13. Value Proposition
Our __________________________
help(s) ________________________
who want to ___________________
by _______________ ____________
and ____________ ______________
(unlike ______________________)

14. Next
10
customers
Photo by Esparta Palma CC BY 2,0

15. More interviews
Rule 1 Adopt a beginner’s mind
Rule 2 Listen more than you talk
Rule 3 Get facts, not opinions (Don’t ask, “Would
you...?” Ask, “When is the last time you have...?”)
Rule 4 Ask “why” to get real motivations
Rule 5 The goal of customer insight interviews is not
selling (even if a sale is involved); it’s about learning

16. Your core
Photo by Martin ma CC BY-SA 2,0

17. Your core
Unfair competitive advantage:
Something you do better than your competitors
(or potential competitors) and that they cannot
imitate.

18. Your core
Network
Customer Service
Lower cost??
UX