Q&A about Value Proposition Team Presentations: Value Proposition Findings Summary about Channels Work for Next Week

1. LLP@Tecnico
Class 4
Luis Caldas de Oliveira

2. Agenda for Class 4
• Q&A about Value Proposition
• Team Presentations: Value Proposition
Findings
• Summary about Channels
• Work for Next Week

3. Q&A 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. Customer Segments

8. 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

9. Value Proposition

10. 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

11. Trigger Questions

12. Could your product or
service…
…produce more savings?
…make your customers feel better?
…offer a better solution?
…put an end to your customer’s difficulties?
…eliminate risks your customers fear?
…wipe out negative social consequences?

13. Trigger Questions

14. Could your product or
service…
…create savings for your customer?
…exceed your customer’s expectations?
…outperform current value propositions?
…make your customer’s life easier?
…fulfill a desire of your customers?
…help make adoption easier?

16. TEAM PRESENTATIONS: VALUE
PROPOSITION FINDINGS

17. CHANNELS

18. Two Questions
1.How do you want to sell your product?
1.How does your customer want to buy
your product?

19. How do you want to
sell your product?
üYourself
üThrough someone else
üRetail
üWholesale
üBundled with other products/services

20. How does your customer
want to buy your product?
üSame day
üDelivered and installed
üDownloaded
üBundled with other products/services
üAs a service
ü…

21. Types of Channels
• Direct: sell it yourself
• Indirect: OEM, VAR, Reseller, Distributor
• Licensing: they make it and sell it

22. The Channel can be the
customer
• Products embedded in others (OEM –
original equipment manufacturer)
• Products resold by others (VAR – value
added reseller)
• Products distributed by others
(Distributor)

23. Channel Economics
• Commission
• Percentage of sales price
• Discounted pre-purchase

24. Channel Economics:
Distributor/Reseller
SG&A – selling, general and administrative expenses
R&D – research and development expenses

25. Book Publishing

26. Book Publishing
Economics

27. Channel Diagram
(Direct)

28. NEXT WEEK

29. 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-n: What is the distribution channel: hypothesis,
experiments, results, action
• Slide n+1: Channel diagram with annotated channel
economics
• Slide n+2: Images of your prototype

30. Before Next Class
• Talk to 10 customers and channel partners
• Update LPC Narrative and Canvas
• Work on your MVP: site or wireframe
(web/mobile), prototype, model,
crowdfunding (physical product)
• Prepare Class Presentation
• Watch Lecture 5: Customer Relationships

31. Obrigado