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NSF I- Corps     The Lean LaunchPad          Lecture 3     Customer Segments   Who Are Your Customers?What Job Do They Wan...
Customer Segments   Who Are They? Why Would They Buy?
© 2012 Steve Blank
Product/Market      Fit
The Value Proposition             Gain Creators Products &Services             MVP              Pain Killers
Pain = Customer ProblemGain = Customer Solution
The Customer Segment               Gains              Persona • Jobs             /Archetyp • Problem   or Need       e    ...
Gain           Creators                                                  GainsProduct   s      MVP                        ...
Jobs to Be Done         Problems/NeedsWhat is the customer segment trying to get done?            Is it a problem or a need?
Customer Segments – Jobs/Needs• What functional or social jobs are getting done?   – (e.g. perform or complete a specific ...
Buyer/Co-Creator/Transferor• Are they a buyers   – (e.g. comparing offers, deciding, buying, taking delivery of a product ...
Customer Segment Jobs - Rank• Rank each job according to its significance to the  customer.• Is it crucial or is it trivia...
Customer Painsundesired costs and situations, risks, negative                  emotions
Customer Segments – Pains• What do your customers find too costly?   – (e.g. takes a lot of time, costs too much, requires...
Customer Segments – Pains• What barriers are keeping customers from adopting?   – (e.g. upfront investment costs, learning...
Customer Gains benefits the customer expects, desires or issurprised by. includes functional utility, social gains, positi...
Customer Segments – Gains• Which savings would make your customer happy?   – (e.g. in terms of time, money and effort, ......
Customer Segments – Gains• What positive social consequences do they desire?   – (e.g. makes them look good, increase in p...
Customer Persona/Archetype
Define Customer Archetype/Persona• Who are they?   – Position / title / age / sex / role• How do they buy?   – Discretiona...
Market Type
Type of Market Changes Everything    Existing   Resegmented    New     Clone    Market        Market     Market   Market
Type of Market            Changes Everything      Existing      Resegmented      New              Clone      Market       ...
Definitions: Four Types of Markets        Existing     Resegmented     New        Clone        Market          Market     ...
Market Type                 Existing       Resegmented           New           CloneCustomers     Known           Possibly...
Market Type - Existing• Incumbents exist, customers can name the mkt• Customers want/need better performance• Usually tech...
Market Type – ResementingExisting• Low cost provider (Southwest)• Unique niche via positioning (Whole Foods)• What factors...
Market Type – New•   Customers don’t exist today•   How will they find out about you?•   How will they become aware of the...
Market Type – Clone• Takes foreign business model and adapts it to local  conditions   –   Language   –   Culture   –   Im...
Other Thoughts
Who’s the Customer?•   User?•   Influencer?•   Recommender?•   Decision Maker?•   Economic Buyer?•   Saboteur?•   Archetyp...
Pass/Fail Signals & Experiments•   How do you test interest?•   Where do you test interest?•   What kind of experiments ca...
Multi-Sided MarketsBusiness to Business to Consumer           (B to B to C)
Who’s The Customer?• Consumer End Users, Corporate Customers  Pay• Multiple Consumers• Etc.
Multiple Customer Segments•   Each has its own Value Proposition•   Each has its own Revenue Stream•   One segment cannot ...
Customer Segment Examples
Meet Xing XieInternational Graduate Student at Stanford                      • Engineering graduate student               ...
Results:  Our Customers  • Professional Kite Surfers    • Solely concerned with performance  • Average Kite Surfer    • Pe...
Customer Archetype:  Joe “Dude” Marrama • Loves to ski, surf, rock climb • Salary ~100K/year • Looking for something to do...
™                  Customer Workflow       Phase I:    Phase II:     Phase III:       Phase IV:       Design     Prototypi...
IT                                               The Gov’tsubsidi                                   Water                 ...
CustomerSegments• Commercial Institutions:  – Primary Market  – $1.4B (Globally)  – License and Revenue    sharing agreeme...
The Problem                                                        Missing out Lonely       Left aside                    ...
Design       ArkaSources and                  Heat Exchanger Technical    Lights          Manufacturer  Experts           ...
Determining our customersOncologist               PathologistPatient management       Sample management• Oncologists decid...
Use and Payment Model (Hospital)                                      Hospital         Oncologists                       P...
Reimbursement Model                                    3                                                    Private       ...
Health insurance reimbursement is a necessary                                precondition for hospitals to use our service...
What We Found: Patient Care FlowElectronic                                                                   Partners/  He...
What We Found: Value Chain                                               PatientsCPT reimbursementPump $13,305            ...
Position in Value Chain        OmegaChem
Value Proposition, Customer Segments:                Results  Surfactants: new market ($24bn)         Monomer             ...
Product and Payment Flows                                                                   $250                    $200  ...
Sourcing for Expanded Product Offering Electronic   Health                  Fluid Synchrony               OEMS  Records   ...
Define Customer Archetype/Persona• Who are
Define Customer Archetype/Persona• Who are
Define Customer Archetype/Persona• Who are
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Define Customer Archetype/Persona• Who are Nsf lecture 3 customers

Define Customer Archetype/Persona• Who are they? – Position / title / age / sex / role• How do they buy? – Discretionary budget (name of budget and amount)• What matters to them? – What motivates them?• Who influences them? – What do they read/who do they listen to?• Draw a Day in the Life of the customer

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