Agenda for Class 3 • Q&A about Value Proposition • Team Presentations: Value Proposition Findings • Summary about Customer Segments • Work for Next Week

1. LLP@Tecnico
Class 3
Luis Caldas de Oliveira

2. Agenda for Class 3
• QA about Value Proposition
• Team Presentations: Value Proposition
Findings
• Summary about Customer Segments
• Work for Next Week

3. QA VALUE PROPOSITION

4. Customer Discovery
Wrong: Here s what I saw, and here s more
of what I saw
Good: Here s what I saw, and here s what it
means .

5. Presentation Format
• List the experiments (slide 4)
• Describe the experiments (slide 5-n)
• What we thought (hypothesis)
• What we did (experiment)
• What we found (results)
• What we are going to do next (action)

6. Waterfall vs Agile
Waterfall: founders assume they understand
the customer problem and they specify a
solution (spec sheet)
Agile: use MVPs to find the “Minimum Feature
Set”

7. Value Proposition

8. Value Proposition
Canvas
• Products Services: your offer to help
your customer
• Pain Relievers: what pains are alleviated by
your products services
• Gain Creators: what gains will your
products services create to your
customer

9. Customer Segments

10. Value Proposition
Canvas
• Customer Jobs: tasks that customer are
trying to perform and complete
• Pains: undesired costs and risks that your
customer experiences
• Gains: benefits that your customer expects
or desires

11. Goal

12. TEAM PRESENTATIONS: VALUE
PROPOSITION

14. CUSTOMER SEGMENTS

15. Customers
• Which customers and users are you
serving?
• Which jobs do they really want to get
done?

16. Hypotheses
• Problem
• Customer
• User
• Payer

17. Types
• B2B (Business to Business): use or buy
inside a company
• B2C (Business to Consumer): use or buy by
consumers
• B2B2C: sell a business to get to a consumer
or other multi-sided markets

18. B2B
• What are the company needs?
• What is the market?
• Who is the customer in a company?
• How does the company buy?
• How do they hear about you?

19. B2C
• What the consumer needs?
• What is the market?
• Do they buy it for themselves? Need
approval?
• How the consumer decides to buy?
• What is the sales channel?

20. Multi-Sided Markets
• Who is the customer?
• Value proposition for each customer?
• Revenue stream for each customer?
• Some segments may not exist without
others?
• Which segment to start?

21. Wireframe MVP
Manage
condense
Analyze derive
insights
Sh
are
Video
montag
e
Uplo
ad
Collect
tag
researc
h
media

22. Physical prototypes help!
• Handing dentists a crude clay mockup got us better, more actionable feedback
• A great way of gauging whether new functionality satisfies a need

23. NEXT WEEK

24. Presentation for Next
Week
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red,
different colors for multi-sided markets)
• Slide 3: Value Proposition Canvas (product/services, pain
relievers, gain creators, MVP)
• Slide 4: How do customers solve the problem today?
How does your value proposition help?

25. Presentation for Next
Week (cont.)
• Slide 5-n: What did you learn about your Customers:
hypothesis, experiments, results, action
• Slide n+1: Diagram of customer workflow
• Slide n+2: Customer archetype

26. Before Next Class
• Talk to 10 customers about Customer
Segments
• Update LPC Narrative and Canvas
• MVP: site or wireframe (web/mobile),
prototype, model, crowdfunding (physical
product)
• Prepare Class Presentation
• Watch Lecture 4: Channels

27. Obrigado