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Illustrating
Customer Segments
& Value Propositions
with RidiculousToys
an interactive workshop
based on the Business Mode...
This presentation is based on the
book Business Model Generation,
by Alexander Osterwalder, Yves
Pigneur and hundreds of c...
The core of Business Model
Generation is the Business
Model Canvas, a visual tool
with 9 blocks for the 9 most
important e...
This is what it looks like:
Today we'll focus on these
two blocks:
Customer Segments
These are specific groups of people or
organizations that your enterprise aims to
reach and serve.
It ma...
You might focus on
demographic factors, such as::
age
ethnicity
gender
income
location
nationality
season of life
professi...
Or psychographic factors
(related to how people see the
world) such as:
is she a risk-taker??
... early adopter??
... evan...
The best way I've found to
teach this concept is by
presenting each pair of
students with a photo of a
ridiculous toy...
....
Barnoculars via FunSlurp.com
Handlebar Wine Opener
via Funslurp.com
Frozen Smiles Ice Mold
via FunSlurp.com
Activity One:
Each pair will answer these questions.
1. What are the demographics of the
segment that needs this product?
...
What is a Value
Proposition?
A Value Proposition is the specific way
that your product or service helps people
in your Cus...
A Simple Example
The Value Proposition is the end result
when a Customer in a certain Segment uses
it.
If you have a cold…...
Here are a few examples
of Value Propositions:
1. Newness
New technology.
New invention.
New product category.
2. Performance
Bigger.
Better.
Faster.
More effective.
3. Customization
Product or service designed for
specific customer
Technology recommends products or
services for specific...
4. “Getting the Job Done”
Enhances customer’s productivity
Gives customer time and space
to focus on other things
5. Design
Style
Look
Feel
Color	
  	
  
6. Price
Priced to sell to a new customer segment
Similar to existing products and
services at a lower price
7. Risk Reduction
Makes people safer
Makes people feel safer
Guarantees to fix problems for a certain
amount of time
8. Status
Makes customers look
powerful, important or cool
What other Value Propositions
can you think of?
1. Newness
2. Performance
3. Customization
4. “Getting the job done”
5. De...
Activity Two:
Describe the value proposition
for your pair's product in as
much detail as possible.
Get ready to share thi...
I've led this workshop with many groups
of students, executives and entrepreneurs
in Chile, often extending the questions ...
Thank you!!
Illustrating Customer Segments & Value Propositions with Ridiculous Toys. An Interactive Workshop Based on the Business Mo...
Illustrating Customer Segments & Value Propositions with Ridiculous Toys. An Interactive Workshop Based on the Business Mo...
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Illustrating Customer Segments & Value Propositions with Ridiculous Toys. An Interactive Workshop Based on the Business Model Canvas.

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Illustrating Customer Segments & Value Propositions with Ridiculous Toys. Based on the Business Model Canvas and three years of experience teaching interactive workshops throughout Chile. Originally presented in Chile in 2011, this presentation has been incredibly popular here on SlideShare and I've just updated it with cleaner design and more details about how it can be used to run memorable and fun workshops. Enjoy!

Published in: Business, Technology

Illustrating Customer Segments & Value Propositions with Ridiculous Toys. An Interactive Workshop Based on the Business Model Canvas.

  1. 1. Illustrating Customer Segments & Value Propositions with RidiculousToys an interactive workshop based on the Business Model Canvas Leslie Forman @leslieforman — leslie@leslieforman.com Updated August 2014
  2. 2. This presentation is based on the book Business Model Generation, by Alexander Osterwalder, Yves Pigneur and hundreds of co- authors from all over the world AND my experiences teaching these topics to a wide variety of audiences in Chile.
  3. 3. The core of Business Model Generation is the Business Model Canvas, a visual tool with 9 blocks for the 9 most important elements of any business.
  4. 4. This is what it looks like:
  5. 5. Today we'll focus on these two blocks:
  6. 6. Customer Segments These are specific groups of people or organizations that your enterprise aims to reach and serve. It may be tempting to say "everyone who can afford it!" but you must decide which people to focus on and which to ignore.
  7. 7. You might focus on demographic factors, such as:: age ethnicity gender income location nationality season of life profession etc.
  8. 8. Or psychographic factors (related to how people see the world) such as: is she a risk-taker?? ... early adopter?? ... evangelist? ... investor? ... spontaneous buyer?? ... traditionalist? ... trendsetter??
  9. 9. The best way I've found to teach this concept is by presenting each pair of students with a photo of a ridiculous toy... ... like these!
  10. 10. Barnoculars via FunSlurp.com
  11. 11. Handlebar Wine Opener via Funslurp.com
  12. 12. Frozen Smiles Ice Mold via FunSlurp.com
  13. 13. Activity One: Each pair will answer these questions. 1. What are the demographics of the segment that needs this product? 2. What are the psychographics? 3. How might you reach these people?
  14. 14. What is a Value Proposition? A Value Proposition is the specific way that your product or service helps people in your Customer Segment.
  15. 15. A Simple Example The Value Proposition is the end result when a Customer in a certain Segment uses it. If you have a cold… Product: XYZ Remedy Customer Segment: busy people aged 15-65 who wake up in the morning with a cold but need to go to school/work Value Proposition: feeling good enough to go out and enjoy the day instead of having to stay home feeling sick
  16. 16. Here are a few examples of Value Propositions:
  17. 17. 1. Newness New technology. New invention. New product category.
  18. 18. 2. Performance Bigger. Better. Faster. More effective.
  19. 19. 3. Customization Product or service designed for specific customer Technology recommends products or services for specific customer (like how Amazon recommends books)
  20. 20. 4. “Getting the Job Done” Enhances customer’s productivity Gives customer time and space to focus on other things
  21. 21. 5. Design Style Look Feel Color    
  22. 22. 6. Price Priced to sell to a new customer segment Similar to existing products and services at a lower price
  23. 23. 7. Risk Reduction Makes people safer Makes people feel safer Guarantees to fix problems for a certain amount of time
  24. 24. 8. Status Makes customers look powerful, important or cool
  25. 25. What other Value Propositions can you think of? 1. Newness 2. Performance 3. Customization 4. “Getting the job done” 5. Design 6. Price 7. Risk Reduction 8. Status 9. 10. 11. 12. 13. 14.   15. 16. 17. ……………………
  26. 26. Activity Two: Describe the value proposition for your pair's product in as much detail as possible. Get ready to share this with the group.
  27. 27. I've led this workshop with many groups of students, executives and entrepreneurs in Chile, often extending the questions to cover all 9 blocks of the Business Model Canvas. It's memorable and fun! If you'd like to do a similar activity with your organization, I'd love to hear about it. Write to me any time: leslie@leslieforman.com :)
  28. 28. Thank you!!

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