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Customer Development Session 2
- 2. Table of Contents • Assumptions& Personas • Jobs-To-Be-Done & Value Proposition • Customer Journey & Revenue Models • Customer Acquisition Strategy & Plan
- 3. WHAT ARE YOUR "JOBSTO BE DONE?"
- 4. Jobs-to-be-Done Theory isa 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 islicensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0) license.
- 6. People buy products and servicesto 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 islicensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0) license.
- 8. WHAT IS AVALUE PROPOSITION? AN INNOVATION, SERVICE, OR FEATURE INTENDED TO MAKE A COMPANY OR PRODUCT ATTRACTIVE TO CUSTOMERS.
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- 10. Gain Creators Pain Relievers Products& Services Gains Job-to-be-Done Pains VALUE PROPOSTION CANVAS
- 11. Gain Creators What canyou 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 product and services do you offer to help your customers get their job done? 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. Gains What would makeyour 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
- 13. Gain Creators What canyou 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
- 14. Gain Creators Connections, education, oportunity. PainRelievers 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
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- 16. VALUE HYPOTHESIS Tests whether a productor service really delivers value to the customers once they are using it. Tools: Value Proposition/Personas GROWTH HYPOTHESIS Tests how you will grow and find new customers or have your product/service become discoverable Tools: Business Model, Revenue
- 17. FALSIFIABLE HYPOTHESIS Tests to determineif an event or observation can be proven to be false based on scientific observation or investigation. LEAP OF FAITH ASSUMPTIONS (LOFA) Assumptions that you take for granted, you don't know if they're right or wrong, you just go with them.
- 18. 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
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