Business Model Innovation via JTBD Methodology

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Project aimed to develop alternative business model to bring new products to market using Jobs-to-be-done methodology. This project helped to answer following business questions for the organisation:
a. How to gain critical mass for a new product
b. How to develop new product launch model for self sustainablity
c. How to develop orgnaisation wide process capability for innovation

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  • i-sure consumption chain and stakeholders
  • Milkshake
  • Milkshake
  • i-sure skills Chotukool – wealth & Access
  • E.g. Isabgol with RoohAfza
  • e.g. Barber shop & MS Excel
  • Business Model Innovation via JTBD Methodology

    1. 1. JOB TO BE DONE My Learning on Business Model Innovation 1Twitter: @pralabhverma; Mail: pralabhv@gmail.com Date: 23 – 08 – 2013
    2. 2. CONTENTS 2Twitter: @pralabhverma; Mail: pralabhv@gmail.com PRINCIPLES OF IDENTIFYING THE JOBS WHAT “JOBS” PHILOSOPHY IS ALL ABOUT
    3. 3. People don't want to buy a quarter-inch drill. They want a quarter-inch hole! - Theodore Levitt A JOB IS A HIGHER PURPOSE FOR WHICH A CUSTOMER BUYS PRODUCTS, SERVICES AND SOLUTIONS 3Twitter: @pralabhverma; Mail: pralabhv@gmail.com
    4. 4. PRODUCT VIEW ASKING "WHAT JOB IS THE CUSTOMER TRYING TO GET DONE” CAN BE POWERFUL WAY TO FIND NOVEL SOLUTIONS 4 DEMOGRAPHIC VIEW JOBS TO BE DONE VIEW • Provide nutrition in between meal time • Milkshake for SEC A 25-35 years old living in urban area • Make my commute to office entertaining • Build image of a loving parent Twitter: @pralabhverma; Mail: pralabhv@gmail.com
    5. 5. • Provide nutrition in between meal time FUNCTIONAL JOBS CAN BE FUNCTIONAL, EMOTIONAL OR SOCIAL 5 EMOTIONAL SOCIAL • Make my commute to office entertaining • Build image of a loving parent Twitter: @pralabhverma; Mail: pralabhv@gmail.com
    6. 6. WHILE JOBS REMAIN SAME OVER A LONG PERIOD OF TIME, SOLUTIONS CHANGE 6 JOB: PROVIDE INFORMATION ABOUT BATTLE SCENE TO COMMAND HQ 420 BC 2013 MARATHON MODERN ERA Twitter: @pralabhverma; Mail: pralabhv@gmail.com
    7. 7. CONTEXTUAL CLARIFICATIONOBJECT OF ACTIONACTION VERB JOB IS A “PROBLEM” FACED BY A CONSUMER/CUSTOMER IN A PARTICULAR “CONTEXT” 7 Build… image of… a loving parent Provide… nutrition… in between meal time Make… my commute… to office entertaining 1 2 3 Twitter: @pralabhverma; Mail: pralabhv@gmail.com
    8. 8. CONTENTS 8 PRINCIPLES OF IDENTIFYING THE JOBS WHAT “JOBS” PHILOSOPHY IS ALL ABOUT Twitter: @pralabhverma; Mail: pralabhv@gmail.com
    9. 9. TAKE “CONSUMER-IS-THE-BOSS” APPROACH 9 “We have one and only one boss that matters… that’s the consumer” -AG Lafley (Chairman & CEO P&G) Twitter: @pralabhverma; Mail: pralabhv@gmail.com 1
    10. 10. WATCH THE CONSUMER WHEN THEY ENCOUNTER THE PROBLEM AND HOW THEY ARE TRYING TO SOLVE THE PROBLEM 10 Technique 1 – Customer Activity Cycle Twitter: @pralabhverma; Mail: pralabhv@gmail.com 2 A B C Technique 2 – Walk the process Technique 3 – Day in the Life of…
    11. 11. WHAT EVER THE TECHNIQUE, KEEP FOCUS ON “WHY” OVER “WHAT” 11Twitter: @pralabhverma; Mail: pralabhv@gmail.com 3
    12. 12. ITERATIVE LEARNING AND APPLICATION Observe, Learn, Solve, Test and Apply… Do it again 12 Observe Learn Test Apply Solve Twitter: @pralabhverma; Mail: pralabhv@gmail.com 4
    13. 13. STUDY ALL STAKEHOLDERS AND FULL CONSUMPTION CHAIN 13 Investigate… • Who else is involved in the decision making process and consumption of product/service? • What are their jobs-to-be-done? Twitter: @pralabhverma; Mail: pralabhv@gmail.com Stakeholders A B C … Consumer A 1 2 B 3 5
    14. 14. INVESTIGATE FIVE C’s: CIRCUMSTANCE 14 The specific problem a customer cares about and the way they assess solutions is dependent on his or her circumstance Twitter: @pralabhverma; Mail: pralabhv@gmail.com 6 Milkshake in the circumstance of long boring daily commute Milkshake in the circumstance of parent taking her/his kid out
    15. 15. INVESTIGATE FIVE C’s: CONTEXT 15 It is important to carefully observe - first hand and in real time - consumers to determine their unstated needs and wants. Doing consumer research yourself is more productive than lengthy market research projects con·text /ˈkäntekst/ Noun 1. The setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed 2. The parts of something written or spoken that immediately precede and follow a word or passage and clarify its meaning Twitter: @pralabhverma; Mail: pralabhv@gmail.com 7
    16. 16. INVESTIGATE FIVE C’s: WHAT “CONSTRAINTS” CONSUMPTION 16 Developing an innovative solution around following five barriers constraining consumption works effectively Twitter: @pralabhverma; Mail: pralabhv@gmail.com WEALTH TIMEACCESS SKILLS EXISTING BEHAVIOUR 8
    17. 17. INVESTIGATE FIVE C’s: COMPENSATING BEHAVIOUR 17 A customer spending money trying to solve a problem is a clear sign that job is important enough for him to try and solve even though there are no easily available solutions Twitter: @pralabhverma; Mail: pralabhv@gmail.com 9
    18. 18. INVESTIGATE FIVE C’s: CRITERIA OF PERFORMANCE 18 Before determining a solution would work for customers, first understand the criteria that matter to him – design solution accordingly Twitter: @pralabhverma; Mail: pralabhv@gmail.com 10 Criteria a Criteria b Criteria c Criteria d
    19. 19. JOBS ARE NEUTRAL TO SOLUTIONS 19 Easier Faster More Powerful DRILL OR White space of any other innovation Twitter: @pralabhverma; Mail: pralabhv@gmail.com 19 11
    20. 20. ONLY AN IMPORTANT AND UNSATISFIED JOB CAN GIVE VIABLE SOLUTIONS 20 Important Job + Unsatisfied Opportunity Twitter: @pralabhverma; Mail: pralabhv@gmail.com 12 =
    21. 21. TO SUM UP – SIX KEY TAKE AWAYS 21 A JOB IS A “PROBLEM” FACED BY A CONSUMER/CUSTOMER IN A PARTICULAR “CONTEXT” ANSWERING "WHAT JOB IS THE CUSTOMER TRYING TO GET DONE” CAN HELP FIND NOVEL SOLUTIONS UNDERSTAND JOBS BY TAKING “CONSUMER IS THE BOSS” APPROACH STUDY 5 Cs – CIRCUMSTANCE, CONTEXT, CRITERIA, COMPENSATING BEHAVIOUR AND CONSTRAINTS STUDY ALL STAKEHOLDERS AND FULL CONSUMPTION CHAIN ONLY AN IMPORTANT AND UNSATISFIED JOB CAN GIVE VIABLE SOLUTIONS Twitter: @pralabhverma; Mail: pralabhv@gmail.com

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