2. Agenda for Class 3
• Q&A about Customer Segments
• Team Presentations: Customer Segments
Findings
• Summary about Value Proposition
• Work for Next Week
6. 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
7. 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?
8. 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?
9. Common Errors on
Customer Segments
• Poorly designed and vague data from
customer interviews (“they liked our
product”)
• No articulation: hypotheses/experiments with
pass/fail tests
• Confusion between
users/payers/recommenders, etc.
• No customer archetype
16. What we want to avoid
Market
Your
solution
Costumer
Job or
Problem
17. Customer
Development
“A startups don’t fail
because they lack a
product; they fail
because they lack
customers and a
profitable business
model.”
Steve Blank
34. 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
36. 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
38. One-sided Market
• Product/service serves a single class of
customers
• The value propositions does not depend on
interaction between classes of customers
39. Multi-sided Market
• Product/service serves multiple customer
classes
• Some of the value propositions depend on
interaction between multiple classes of
customers
41. 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 (product/services, pain
relievers, gain creators, MVP)
• Slide 4: What were your experiments to test Value
Proposition
• Slide 5-n: What did you learn about Value Proposition
from the interviews (hypothesis, experiments, results,
action)
42. Before Next Class
• Talk to 10 customers about Value
Proposition
• Update LPC Narrative and Canvas
• Prepare Class Presentation
• Watch Lecture 4: Channels