Customer Development Session 2 2023

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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.

Business

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

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:

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

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

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

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

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

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

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

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

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

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

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

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

Innovation ExerciseStageCustomer FocusedYour customers…How to innovateYour innovation…1: DefineHow do customers determine their goals and plan resources.Simplifying planning.2: LocateHow do customers gather items and information needed to do the job.Making required inputs easier to gather and ensuring they’re available when and where needed.3: PrepareHow do customers set up the environment to do the job.Making set-up less difficult and creating guides to ensure proper set-up of the work area.4: ConfirmHow do customers verify that they’re ready to perform the job.Giving customers information they need to confirm readiness.5: ExecuteHow do customers carry out the job.Preventing problems or delays.6: MonitorHow do customers assess whether the job is being successfully executed.Linking monitoring with improved execution.7: ModifyHow do customers make alterations to improve execution.Reducing the need to make alterations and the number of alterations needed.8: ConcludeHow do customers finish the job or prepare to repeat it.Designing products that simplify the process of concluding the job. ReferenceThis table is from pages 46 and 47 in your book, On Innovation, and is provided here as a quick reference.During this step…Customers…Companies can innovate by…Example:1: DefineDetermine their goals and plan resources.Simplifying planning.Weight Watchers streamlines diet planning by offering a system that doesn’t require calorie counting.2: LocateGather items and information needed to do the job.Making required inputs easier to gather and ensuring they’re available when and where needed.U-Haul provides customers with prepackaged moving kits containing the number and types of boxes required for a move.3: PrepareSet up the environment to do the job.Making set-up less difficult and creating guides to ensure proper set-up of the work area.Bosch added adjustable levers to its circular saw to accommodate common bevel angles used by roofers to cut wood.4: ConfirmVerify that they’re ready to perform the job.Giving customers information they need to confirm readiness.Oracle’s ProfitLogic merchandising optimization software confirms optimal timing and level of a store’s markdowns for each product.5: ExecuteCarry out the job.Preventing problems or delays.Kimberly-Clark’s Patient Warning System automatically circulates heated water through thermal pads placed on surgery patients to maintain their normal body temperature during surgery.6: MonitorAssess whether the job is being successfully executed.Linking monitoring with improved execution.Nike makes a running shoe containing a sensor that communicates audio feedback about time, distance, pace, and calories burned to an iPhone or iPod worn by the runner.7: ModifyMake alterations to improve execution.Reducing the need to make alterations and the number of alterations needed.By automatically downloading and installing updates, Microsoft’s operating systems remove hassle for computer users. People don’t have to determi.

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Customer Development Session 2 2023

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

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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

Customer Development Session 2 2023

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