Customer Discovery, Interviews, Persona development, Problem solution fit, Customer value map, Elements of value, Assumption and Hypothesis.

1. 6MBP101
Value Proposition Design: Assessment
‘Meetup Experience Redefined’
Bangalore-Chapter
Team –
Amol
Nanda
Suresh

2. • Customer Discovery
• Interviews
• Persona
• Summary
• Problem – Solution Fit
• Customer Profile Map – Value Map
• Elements of Value
• Assumptions & Hypothesis
• Experimentation Approach
Agenda

3. Customer Interview Context
• 14 Customers Interviewed (Attendees &
Speakers/Organizers)
• Source of the event details
• Job Function/Educational Background
• Job Role & Hands on Experience
• The Purpose of attending the meetup
• How the learning is going to use
• Tech Industry Experts, Aspirational Techies,
Startup Founders
• Linked In, Meetup.com, Emails
• Engineering/Tech & Diversified,
• Managerial & Avg. of 10 Yrs. Exp.
• Understand New - Emerging Tech, Social
Reasons
• Apply in long term, More Research

4. Why did you Attend a
meet-up in the first place?
What do you not like
about a meet-up?
What do you like about
meet-ups?
What are the top three
inconvenient things about
the meet-up you attend?
• How often do those
thing repeat?
What can
organizers/meet-up
platform can do better?
What are your meet-up
interests.
Interview questions

5. Customer Responses
Personalized
Experience

6. Vikram
• 30 to 35
• Mid- Carrier IT professional
• Meticulous planner
• Interested in skill development
Behaviors
• Develops insights into new enterprise network
related technologies
• Understands how his technology impacts his
customer’s organization
• Meet’s customers and technical stakeholders
regularly on their requirements/challenges/needs
Aspirations
• Be the trusted advisor to his customers
• Be recognized inside his company for his work
with customers
• Keep winning President’s club awards
• Build personal brand and Network
• Look for career transitions
Goals
• Want to create his own stack of technology,
that he can sell as a solution to his enterprise’s
customers
• Design a framework that he can replicate
• Integrate new technologies within his
framework
Persona -1- Attendee

7. Empathy map – While planning to attend an event
Vikram Thinks
• Where is this happening? What time should I leave?
• How many are attending? Who all are attending?
• How do I connect with them before the meeting?
• What questions should I ask the organizer/host on the topic
• Who should I sit next to? I hope there are no party poopers
Vikram Does
• Research the topic; Explore who else is attending this meetup
• Reaches out to the organizer
• Books a cab/ leave home early; Gets to the location early
• Messages the organizers but no response. Introduces to
everyone as much possible
• He’s forgotten his card – hard to follow and connect with
people he met
Vikram Feels
• Anxious about how the experience will turn out
• Disappointed as if he is in the wrong place, the meet-up
does not meets his expectation, and there is no one
worth connecting with
• Excited – when there is a good experience with the
meet-up; Connects with relevant people
Vikram Says
• I have to do more research about the meetup
• I need to go to this meet-up this will help me with learning
• I need to connect with the people who are experts in this
technology
• I need to leave around 9 a.m. to make the most of it
• Connect and follow-up with at least three people

8. Nitish
• 25 to 30 age
• Budding Marketing professional
• Professional music artists
• Moved from different place
• Interested in meeting other like-
minded artists and make new friends
Behaviors
• Designing and developing a marketing and execution
strategy for his company.
• Working with multiple stakeholders, sales/PM
• Meets partners and customers
Aspirations
• Be a jack of all trades and master’s in marketing
• Aspiring to be a leader
• A rainmaker by gaining cross functional and
customer facing roles
• A better person than he is today
Goals
• Learn to be a leader and develop that quality
• Have new experiences and create new
experiences for others around him
• Connect people and understand the behaviors
of cross-functional
Persona -2 - Attendee

9. Empathy map – While planning to attend an event
Nitish Thinks
• Am I meeting like-minded people? Do they all share the same
music interest I do?
• How many will be attending? Can I see who all are attending
and their profiles and interest?
• How do I connect with them outside the meet-up?
• Who are the organizers? Have they organized good meet-ups in
the past?
• What are attendees talking about? Where else Attendees Jam?
Nitish Does
• Join the meet-up
• Try researching the organizers and attendees
• Brings his equipment (Guitar and flute)
• Book a cab and get to the location
• Introduces to everyone as much possible
• Has good/bad experience
• If good, attends the same meet-up again
Nitish Feels
• Excited – to meet new people as he has no friends in the
city, yet
• Anxious: around the culture of the city, whether or not
he will meet people to his liking
• Tries hard to tune-in and be part of the flow
Nitish Says
• Don’t want to go to the music concerts alone
• There are not a lot of colleagues who share the same interest
in Music like I do
• Let me ask my colleagues suggest some.
• I will join or create a meet-up

10. Krishna
• Event Organizer: Evangelist
• 30-40 years
• Worked in India & US
• Employee of a Startup
Behaviors
• Well mannered & soft spoken
• Organizing startup community events
• Speaker management for events
• Social person, approaches each attendee and
makes them comfortable
Aspirations
• Build his own brand value in startup
community
• Evangelize his company’s product &
services
• Help his company to hire best talent
Goals
• Every quarter, organize meetups/webinars to
make people connected and built knowledge
evangelism
• Participate as a speaker / trainer in various
events
Persona – Event Organiser

11. Empathy map – While organizing an event for Krishna’s company
Krishna Thinks
• Will agenda be engaging ?
• Should this be free ?
• What happens if I don’t get any venue ?
• Will we get the right audience? Will they turn up?
• Will the speaker be effective?
Krishna Does
• Identify Agenda/Speaker/target audience
• Plan logistics and conduct event
• Network hire and take feedback
Krishna Feels
• Anxious to find the right audience, right speaker ,right
venue
• Fearing that speaker may not show up, less attendees,
irrelevant attendees
• Overwhelmed to see lot of people turn up and also
have speaker on time
• Happy to connect few prospects as customer and
employee
Krishna Says
• When & Where should I host event?
• What is the right agenda ?
• Need to connect with speakers and finalize
• Who will be the right audience ?

12. To Summarize..
Attendees 
• Attending meet-ups for professional reason
• Experienced Techies looking into Career
Transition
• Learning, keep up with the trend,
Networking and personal branding
• Attending meet-ups for Social reasons
• Find people with same interest
• Hang out, Hike, Party
• Find fun outside work
• Socially transform
Organizers 
• Tech freelancing evangelists
• Tech evangelists who are
employees of startup
• Startup founders co-ordinate with
tech evangelists

13. To Summarize..
Most of the Problems  Attendee Point of View
• Expectation Mismatch in terms of the Agenda and the Topic
• Organizers are not making sure that the Relevant attendees are attending for the relevant meetup
 No complete information about who is attending and who is speaking
• Logistics Information is not updated at least one day prior to the event day
Most of the Problems  Organizer Point of View
• Organizers not easily able to find the right set of attendees
• Organizer does not have any tools to validate & govern Attendees, before and during the event
• Logistics Management
 Organizers finding difficult in identifying the feasible venue

14. Problem – Solution Fit (Attendee)
Gain Creators
Pain Killers
Offering
Gains 
Pains 
Customer
Jobs
• Venue/event registration
details/ fees is not updated
on time & not clear
• Topics are not covered as
listed in agenda
• Don't know who is attending
• Interest Mismatch
• Locations are not accessible
sometime
• No screening of participants
• Get Certified and become
expertise in the technology
• Increased reputation and
rapport with other experts
• Career guidance and
opportunities
• Socially transform self And
others
• Network and Build
relationships
• Learn new skills, trends and
tools, and be the Go-To guy
• Apply and get appreciated
from the client
• Connect with like minded
individuals
Meetup
Experience
Redefined :
Personalized &
Governed
A holistic platform
connecting
passionate
individuals with
their passion
• Self-maintaining governance model
• Integrate with the Facility
Providers/Partners
• Meet-ups curated for specific interest
based on prior reviews, mandate profile
interests and validate Attendee Profile
with LinkedIn
• Skill follow feature or invite people who’ve
specific skill
• Facilitate Video Conference meetups
• Reporting & No Soliciting Policy
• Easily Find new friends and groups with similar interests
• See who is attending and their full profile, and establish a
communication channel
• Rating and Scores of Attendees in tech areas based on post
event assessment
• Certifications through third party & startups; Identify
Mentors and Jobs portal integration
FIT
🔛

15. Problem – Solution Fit (Organizer)
Gain Creators
Pain Killers
Offering
Gains 
Pains 
Customer
Jobs
• Identifying the Right set of Attendees
and Speakers
• Venue/Facility Availability on time
• Unable to do structured governance
• Help People to Meet and
Discuss the usage
• Get Market Visibility for
the Product/Service
(Branding)
• Get key Partners for
Products & Services
• Hire right talent • Organize a tech event and
evangelize company’s
products & services
• Organize an Event to
Connect like-minded skilled
people, to Share & Learn
Meetup
Experience
Redefined :
Personalized &
Governed
A holistic platform
connecting
passionate
individuals with
their passion
• Partnering with Vendors/Platforms to
make sure the logistics facilities are taken
care
• Validate Speaker profiles through
Social/Professional network and mandate
full profile updates/interests
• Generate Attendee Pass to validate
Attendees before the start of the event
• Attendees rating & scores in tech areas based on post event
assessment
• Provide company’s Products & Services Certification
platform for attendees
• Identify Mentors and Jobs portal integration
FIT
🔛

16. Elements of Value
Social Impact
Life Changing
Emotional
Functional
• Saves time, very specific, No nuance
• Easy to report/Feedback
• Self governed rewarding system for attendees/Organizers
• Provides access to find new people with my specific
interests to network and bond
• Quality of Experience
• Network effect to create more opportunities for people in
group
• Meet-up specific to attendee’s interest so they are
motivated to attend

17. Assumptions
Customer Product Market
• Attendees are fine in sharing
their Social / Professional
Interests
• Attendees/Organizers are fine
facilitating video conference
meetups
• Attendees who are interested in
exploring new things are
potential customers
• Attendees/Organizers will trust
the Rating Mechanism of the
Product
• Third Party platforms will allow
to partner in sharing the
required services
Venue Facilitation
Profile Validation
Career Portals
• Use of AI/ML to predict the
Customer Interests and
Recommendations
• Mobile App for Bar Code
scanning of Attendee Pass
• People will pay to go to meet-
ups with specific interest
• Self Governance/ Community
Governance will keep
uninterested people off the
community
• Attendees/Organizers will refer
the Product to other
Attendees/Organizer

18. Assumptions Hypothesis Experiment
IPL EMBA Cohorts will pay to go to meet-ups
with specific interest/Skillset match
25% will agree to pay at least RS. 200 for a
meet-up where they are sure to learn,
network with VALIDATED people with specific
skillset/interests, at the RIGHT venue and
topic
Conduct a Survey to get the Perception if an
“Event will be held on Effective Go To Market
Strategy topic in IIM B campus by IIM B
Professor, with Participant Certification”; and
will they pay Rs.200 to attend the meetup
Self Governance/ Community Governance will
keep uninterested people off the community
• 90% will agree to rate members based for
their worthiness of skill and interest to be
part of the group.
• This means they will get rated/voted too.
• Feedback/voting will be accessible to few
members of the commune who make
decisions.
Conduct a Survey to check if “AN ATTENDEE if
ok to GET RATED by another ATTENDEE to
whom he was connected in the recent meetup
based on the VALUE that he has added during
the MEETUP”
Assumptions/Hypothesis/Experiments