The document discusses jobs-to-be-done theory, which holds that people buy products and services to accomplish tasks and achieve goals. It defines a job-to-be-done as the process a customer goes through to make progress. Understanding the job helps define customer needs. A value proposition outlines how a company's products and services help customers achieve gains and relieve pains associated with their job. Developing a value hypothesis tests whether a product truly delivers value by helping customers complete their job.

2. Table of
Contents
• Assumptions & Personas
• Jobs-To-Be-Done & Value Proposition
• Customer Journey & Revenue Models
• Customer Acquisition Strategy & Plan

3. WHAT ARE YOUR
"JOBS TO BE DONE?"

4. Jobs-to-be-Done Theory is a theory of innovation that is based on
the economic principle that people buy products and services
and services to get “jobs” done, i.e., to help them accomplish
accomplish tasks, achieve goals and objectives, resolve and avoid
problems, and to make progress in their lives.
DEFINITION:

5. This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0) license.

6. People buy
products and
services to get a
"job" done.
1.
Products that win
in the market help
customers get a
job done better
and/or more
cheaply.
2.
A job-to-be-done
is stable over
time, making it an
attractive unit of
analysis.
3.
A job-to-be-done
is always a
process (to make
progress).
4.
A job-to-be-done
is functional and
has emotional
and social jobs
associated with it.
5.
Understanding
the job-to-be-
done provides a
new avenue for
understanding
"needs".
6.
6 Tenets of
Jobs-to-be-Done
Theory

7. This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0) license.

8. WHAT IS A VALUE
PROPOSITION?
AN INNOVATION, SERVICE, OR FEATURE INTENDED
TO MAKE A COMPANY OR PRODUCT ATTRACTIVE TO
CUSTOMERS.

9. JWBC VALUE PROPOSITION

10. Gain Creators
Pain Relievers
Products & Services
Gains
Job-to-be-Done
Pains
VALUE PROPOSTION CANVAS

11. Gains
What would make your
customer happy? What
benefits do your
customers seek from
doing the job?
Job-to-be-Done
What is the job the
customer wants to get
done?
Pains
What troubles your
customer in doing his job?
What is preventing your
customer from getting the
job done?
VALUE PROPOSTION CANVAS

12. Gain Creators
What can you offer
your customers to
help them achieve
their gains?
Pain Relievers
How can you help your
customers relieve their
pains before, while, and/or
after the job?
Products & Services
What products and
services do offer to help
your customers get their
job done?
VALUE PROPOSTION CANVAS

13. Gain Creators
Connections, education,
opportunity.
Pain Relievers
Providing education and
tools to help them
succeed through
programming and
networking.
Products & Services
Programming (5 core
programs), mentoring,
counseling.
Gains
resources,
programming,
education, networking
Job-to-be-Done
Start a business, grow a
business, be successful
business owners
Pains
They don't know how to get
started or need more
education
VALUE PROPOSTION CANVAS

14. WHAT IS A
HYPOTHESIS?

15. HYPOTHESIS?

16. WHAT IS YOUR
VALUE
HYPOTHESIS?

17. VALUE HYPOTHESIS
Tests whether a product or
service really delivers value to
the customers once they are
using it.
Tools: Value Proposition/Personas

18. THE MOST ADORABLE APP

19. Mobile app to help pet owners find
people to walk their dogs while they're
at work
THE MOST ADORABLE APP

20. Mobile app to help pet owners find
people to walk their dogs while they're
at work
"We believe 60% of dog owners
between 30-40 years old would be
willing to pay $150 a week for this
service"
THE MOST ADORABLE APP

21. Only 45% of people interviewed
agreed.
Value Hypothesis is incorrect.
Rethink and reframe app and then
run another test.
75% of people interviewed
agreed.
Value Hypothesis is correct.
Mobile app to help pet owners find
people to walk their dogs while they're
at work
"We believe 60% of dog owners
between 30-40 years old would be
willing to pay $150 a week for this
service"
THE MOST ADORABLE APP

22. Find
people
Interview
them
NO
Did the
interviews
validate
your
YES
Have
existing
customers
Adapt
customer
development
Did you
find
people?
Create (or modify) hypothesis:
I believe (persona) experiences
(type of problem) when doing
(type of task)
Insanely
great
idea
Incremental
Learning
(optional)
Build
something
YES
NO
YES
NO
THE
PROCESS

23. VALUE
HYPOTHESIS

24. TAKEAWAYS