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BUILD PRODUCTS THAT
CUSTOMERS WANT TO
BUY.
Yuriy Hnatyuk , 67jobs.com
So many ideas…
Idea > Product > Market >
Customer
Idea > Customer >Product > Market
Product > Idea > Customer >Market
Cust...
Market : Needs : Strategy : Ideas :
Product
Market
 People buy products or services to get jobs done.
(Outcome Driven Innovation by Anthony W. Ulwick)
Analyzing JOBS...
High Level Customer Jobs
(Needs)
 Company: Hire a software engineers
Desired outcome: Hire people with right
professional...
Strategy
Low Cost
Disruption
Radical
Disruption
Sustaining
Product
Improvement
Dissatisfaction of getting the Job done
Ina...
SCORE = IMPORTANCE +
MAX(IMPORTANCE -
SATISFACTION, 0)
7
Boiling ‘Jobs’ Down To Outcomes [Job Map]
Cod
e
Name Imp
. %
Sat....
Over Served
Appropriately Served
The BIG Picture
8
Satisfaction
Low Importance
Under Served
“Need to hire a Software Engin...
SCORE = IMPORTANCE +
MAX(IMPORTANCE -
SATISFACTION, 0)
9
Boiling ‘Jobs’ Down To Outcomes
Cod
e
Name Imp
.(%)
Sat.
(%)
Typ
...
Idea prioritization
 IDEA type: Platform, Biz Model, Features, Go to Market
 Criteria: Cost, Effort, Risk
# Idea Descrip...
Strategy
Low Cost
Disruption
Radical
Disruption
Sustaining
Product
Improvement
Dissatisfaction of getting the Job done
Ina...
Last slide
That was theory.
Only right execution may turn it into a success.
67jobs.com
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4Developers 2015: Opportunity driven business development or how to build products and services that customers buy - Yuriy Hnatyuk

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Yuriy Hnatyuk

Language: English

People buy products and services to get their jobs done: move from one place to another, communicate with a friend, find a new job, have fun and many more.


When it comes to innovation, the job, not the product, must be analyzed and lead us to new product development. By understanding customer jobs we can identify critical to customer unmet needs and design truly disruptive solutions with much better value proposition.

At my session I will show how this methodology works using my start up as an example. [67jobs.com, Recruitment platform for high paid software engineers]

Published in: Software
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4Developers 2015: Opportunity driven business development or how to build products and services that customers buy - Yuriy Hnatyuk

  1. 1. BUILD PRODUCTS THAT CUSTOMERS WANT TO BUY. Yuriy Hnatyuk , 67jobs.com
  2. 2. So many ideas… Idea > Product > Market > Customer Idea > Customer >Product > Market Product > Idea > Customer >Market Customer > Idea > Market > Product • Endless supply of “great” ideas, • Another product that don’t make difference, • Customers don’t come, • Market is not ready…
  3. 3. Market : Needs : Strategy : Ideas : Product
  4. 4. Market  People buy products or services to get jobs done. (Outcome Driven Innovation by Anthony W. Ulwick) Analyzing JOBS OUTCOMEs we can understand what UNMET and UNDERSERVED customer NEEDS are  Pick the Right Market  Market potential – Number of job executors willing to pay to get the job done better (By ministry of Economics)  Poland: IT Market: 30 billions zł, 9 000 companies, 400 000 employees, plan to hire 50K engineers  In Europe plan to hire 270K + engineers  Strong Employee market
  5. 5. High Level Customer Jobs (Needs)  Company: Hire a software engineers Desired outcome: Hire people with right professional and inter-personal skills on time and within budget.  Engineer: Get a good job Desired outcome: professional growth, well paid, great team and competent managers.
  6. 6. Strategy Low Cost Disruption Radical Disruption Sustaining Product Improvement Dissatisfaction of getting the Job done InabilityoftheCurrentSolutionto AddressCustomerneeds
  7. 7. SCORE = IMPORTANCE + MAX(IMPORTANCE - SATISFACTION, 0) 7 Boiling ‘Jobs’ Down To Outcomes [Job Map] Cod e Name Imp . % Sat. % Typ e Score Define (Goals & plan resources) D1 Maximize probability of predicting who needs to be hired (set requirements) 70 70 A 70 D2 Minimize budget allocated to recruitment process 80 30 U 130 D3 Maximize ability to find right sources of potential candidates 80 20 U 140 Locate (Gather info needed to do job) L1 Maximize chances to reach right candidates (skills, location) on time 80 25 U 145 L2 Maximize knowledge about potential candidates availability (Skills, Location) 70 60 A 80 Prepare (Set up environment to do job) P1 Maximize chances of having right tools to select and hire engineers 60 25 A 95 P2 Maximize proper communication with candidates 60 80 O 60 P3 Maximize chances of getting right partners to support the hiring process 40 60 O 40 P4 Maximize company brand recognition among potential candidates 80 60 U 100 Confirm (Verify that ready to do job) C1 Maximize chances to have right pool of potential candidates on time 90 30 U 150 C2 Minimize engaging with poor candidates 60 30 A 90 Cod e Name Imp . % Sat. % Type Scor e Execute (Carry out job) E1 Maximize ability to complete successfully hiring process on time 70 40 U 100 E2 Maximize ability to send personalized invitations to candidates 68 15 U 121 E3 Maximize respond rate from contacted candidates 80 40 U 120 E4 Minimize time required to filter candidates 50 60 O 50 E5 Minimize chances of falling for hidden charges 70 70 A 70 Monitor (Asses if job successfully executed) M1 Maximize chances of candidate joining company 80 70 A 90 M2 Minimize chances of hiring wrong people 80 35 U 125 Alter (Make alterations to improve execution) A1 Minimize costs of poor recruitment 80 50 U 110 A2 Maximize possibility to change recruitment process in future 75 75 A 75 Finalize (Finish or prepare to repeat job) F1 Minimize chances of falling for extra/hidden /unwanted charges 70 80 O 70 F2 Maximize ability to repeat success 85 40 U 130 TYPE : Appropriately served, Underserved, Over served “Need to hire a Software Engineer”
  8. 8. Over Served Appropriately Served The BIG Picture 8 Satisfaction Low Importance Under Served “Need to hire a Software Engineer” 0 10 20 30 40 50 60 70 80 90 100 0 20 40 60 80 100 M2 D2 C1 M1 E 3 F2 A1 P4 E1 P1 L2 D1 P2 C2 E2 E2 E4 E5 A2 F1 P3 L1 D3
  9. 9. SCORE = IMPORTANCE + MAX(IMPORTANCE - SATISFACTION, 0) 9 Boiling ‘Jobs’ Down To Outcomes Cod e Name Imp .(%) Sat. (%) Typ e Score Define (Goals & plan resources) D1 Maximize understanding what a good job is 70 50 A 90 D2 Maximize ability to find right companies 90 40 U 140 D3 Maximize plans when to move to a new job 30 20 U 40 Locate (Gather info needed to do job) L1 Maximize knowledge about compensation levels 70 70 A 70 L2 Maximize knowledge about potential job opportunities 80 40 U 120 Prepare (Set up environment to do job) 0 P1 Maximize chances of having good CV and cover letter 70 20 U 120 P2 Maximize chances to allocate enough time for interviews 80 20 U 140 Confirm (Verify that ready to do job) C1 Maximize chances to set up interviews with companies 55 20 U 90 C2 Minimize engaging with poor companies 70 30 U 110 Cod e Name Imp . Sat. Type Scor e Execute (Carry out job) E1 Maximize ability to complete successful interviews 70 40 U 100 E2 Maximize ability to negotiate salary, other benefits and start day 70 60 A 80 Monitor (Asses if job successfully executed) 0 M1 Minimize chances of joining wrong company 80 50 U 110 Alter (Make alterations to improve execution) A1 Maximize possibility to renegotiate salary 40 30 A 50 A2 Maximize possibility to change company 30 45 O 30 Finalize (Finish or prepare to repeat job) F1 Minimize chances of falling for extra/hidden /unwanted charges 20 80 O 20 F2 Maximize ability to keep process anonymous 85 60 U 110 TYPE : Appropriately served, Underserved, Over served “Get a Good Job”
  10. 10. Idea prioritization  IDEA type: Platform, Biz Model, Features, Go to Market  Criteria: Cost, Effort, Risk # Idea Description Opportunity to pursue Idea Type Cost Effort Risk Priority Reach passive job seekers by paying high referrer bonuses Company: L1, D3 Go to Market, Biz Model High High Low High Compensate candidate interview time Company: D3, L1, E3, Candidate D3, P2 Biz Model High Low Low Mid Write candidate professional profile Company: M2, Candidate: D2, D3, P1, F2, C2, E1 Platform Mid/Lo w Mid Low High Build SAAS platform to facilitate candidate centric anonymous process Company: D2, P4, F2 Candidate: D2, L2, F2, C1, C2, E1 Platform, features High High High High Work only with experienced candidates Company: L1, M2, Candidate: E1, E2, M1 Biz Model Mid Mid Mid Mid Introduce subscription payment model and money back warranty Company: D2, A1, Candidate: Biz Model Low Low Low High Crowd source writing professional profile and initial candidate evaluating to engineering community Company: D2, M2 Candidate: P1 Feature Mid Mid Mid Mid
  11. 11. Strategy Low Cost Disruption Radical Disruption Sustaining Product Improvement Dissatisfaction of getting the Job done InabilityoftheCurrentSolutionto AddressCustomerneeds
  12. 12. Last slide That was theory. Only right execution may turn it into a success. 67jobs.com

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