Problems and Solutions Value Proposition Canvas Market Types and Market Sizes Work for Next Week

1. LLP@Tecnico
Class 2
Luis Caldas de Oliveira

2. Agenda for Class 2
Problems and Solutions
Value Proposition Canvas
Market Types and Market Sizes
Work for Next Week

3. PROPOSE A SOLUTION

4. The Disney Brainstorm
Method

5. The Dreamer
This stages is for fantasizing. Creating the
most fantastic and absurd ideas as possible.
This stage is about “why not?”.

6. The Realistic
The Realist exams the Dreamer ideas and re-works
them into something more practical. This stage is
about “how?”.

7. The Critic
The third stage is to shoot holes in the ideas.
This stage is about “it can’t be done”.

8. Problem-Solution

9. Visit the Gallery (5
min)

10. VALUE PROPOSITION

11. Step 1: Specification
• Product or service?

12. Common Mistakes
• Is it just a feature of someone elses
product?
• Is it a “nice to have” product?
• Is it a “got to have” product?
• Can it scale to a company?

13. Product
• Problem statement: what is the
problem?
• Technology/Market Insight: why is
this problem hard to solve?
• Market size: how big is this problem?
• Competition: what customers do today?
• Product: how to do it?

14. Step 2: What is the
MVP
• Test your understanding of the problem
• Test your understanding of the solution
• Avoid building products nobody wants

15. Test the MVP
• Landing pages
• Prototypes
• Interviews
• Surveys

16. Business
Model
Canvas
“Once you understand
business models you can then
start prototyping business
models just like you
prototype products”
Alexander Osterwalder

18. The Business Model Canvas

19. Value Proposition
Canvas

20. Value Proposition
Canvas

21. VPC - Customer
Segments
• Customer jobs – what he wants to get
done
• Customer pains – undesired costs
• Customer gains – expected benefits

23. Step in Your
Customers’ Shoes

24. Rank Jobs, Pains and
Gains

25. VPC – Value
Proposition
• Products and services – list all offers
• Pain relievers – values creation
• Gain creators – benefits created

27. Map Your Value
Proposition

28. Rank by Order of
Importance (5 min)

29. Check Your Fit
Fit?

30. Common BMC Errors
• More customer segments than a Fortune
100 company
• “End users” as customer segments
• Value proposition/customer segment
mismatch
• Forget to search for a repeatable and
scalable business model

31. Market Types
• Clone Market (copy of an existing business
model)
• Existing Market (faster, better/high-end)
• Resegmented Market (niche, cheaper/low-
end)
• New Market (good enough, innovative)

32. Market Size
• TAM – Total Available Market
• SAM – Served Available Market
• Year1-3 – Target Market
http://www.slideshare.net/sblank/nsf-lecture-1-
bus-model-cust-dev/207

33. Market Size
Total
Available
Market
Served
Available
Market Target
Market

34. NEXT WEEK

35. Presentation for Next
Class
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red,
different colors for multi-sided markets)
• Slide 3: Value Proposition Canvas: Customer Segments
(for each customer segment: jobs, pains, gains)
• Slide 4: What were your experiments to test Customer
Segments
• Slide 5-n: What did you learn about Customers from the
interviews (hypothesis, experiments, results, action)

36. Before Next Class
• Talk to 10 customers about Value
Proposition
• Update LPC Narrative and Canvas
• Prepare Class Presentation
• Watch Lecture 3: Customer Segments

37. Obrigado