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Lean Educator Class - Osterwalder
1) The document discusses 3 lessons from going virtual: engaging exercises, carefully designing networking opportunities, and meticulously onboarding class participants. 2) It provides examples of discovery experiments that can be used to gain customer insights, including customer interviews, discussion forums, card sorting exercises, and prototypes. 3) An exercise is presented to map out Google's search advertising business model using the Business Model Canvas template, highlighting key partners, activities, resources, costs, customer segments, value propositions, channels, and revenue streams.
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Lean Educator Class - Osterwalder
- 1. 3 Lessons From GoingVirtual ? 1 Engaging Exercises ?What did all these three companies add to their business model that keeps them ahead of competition?
- 2. They added “switchingcosts” that make it difficult for customers to leave or switch to competitors. Gravity Creators Gravity Creators Lock in Customers Key Partners Key activities Value Proposition Customer SegmentCustomer Relationship Key Resources Channels Cost Structure Revenue Streams Exercise — iPod 3:00 How would you map out Apple’s iPod business model using the ‘Gravity Creators’ pattern ?
- 3. 1 2 3 4 56 Gravity Creator iPod: 1’000songs in your pocket a Mass marketd iPod hardware & software c Switching cost b Recurring transactional sales e Retailf write down the full sequence of 6 letters matching the numbers Key Partners Key activities Value Proposition Customer SegmentCustomer Relationship Key Resources Channels Cost Structure Revenue Streams 1 2 6 3 4 5 1 2 3 4 56 a d c b e f iPod: 1’000 songs in your pocket Mass market iPod hardware & software Switching cost Recurring transactional sales Retail Gravity Creator Solution: adbefc Key Partners Key activities Value Proposition Customer SegmentCustomer Relationship Key Resources Channels Cost Structure Revenue Streams iTunes Exercice - Google https://www.nytimes.com/2019/06/18/technology/google-1-billion-housing-crisis.html Map out Google's Business Model for Search Advertising 5’ use the Strategyzer app in your breakout area 5:00
- 4. The Business ModelCanvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com break-out rooms
- 5. The Business ModelCanvas Revenue Streams Channels Customer SegmentsValue PropositionsKey ActivitiesKey Partners Key Resources Cost Structure Customer Relationships Designed by: Date: Version:Designed for: designed by: Business Model Foundry GmbH, Switzerland www.businessmodelgeneration.com This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com Find Reach an Audience + Sell Users Globally google.com Automated AdWords Advertisers 0.- Keyword Auctions Patented Algorithms IT Infrastructure Network Engineering Software Engineering Telco “Pipes” IT Bandwidth Traffic (“eyeballs”) Automated 2:00 How could you best organize the following experiments in a discovery sequence ? Provide good arguments DISCOVERY / EXPLORATION Customer Interview An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. COST SETUP TIME CAPABILITIES Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Customer Interviews are ideal for gaining qualitative insights into the fit between your value proposition and the customer segment. It’s also a good starting point for price testing. Customer Interviews are not ideal as a substitute for what people will do. An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. 106 34 DISCOVERY / DATA ANALYSIS Discussion Forums The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. COST SETUP TIME CAPABILITIES Research / Data EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Discussion Forums are ideal for finding unmet needs in your existing product or a competitor’s product. The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. 134 DISCOVERY / DISCUSSION PROTOTYPES Card Sorting A technique in user experience design in which a person uses cards with customers to generate insights. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Card sorting is ideal for getting insights into customer jobs, pains, gains, and value propositions. A technique in user experience design in which a person uses cards with customers to generate insights. 222 DISCOVERY / PREFERENCE & PRIORITIZATION Speed Boat A visual game technique used with customers to identify what’s inhibiting progress. COST SETUP TIME CAPABILITIES Design / Product / Technology EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Speed Boat is ideal for going beyond conversations and having a visual representation of what’s slowing your customers down and learning how it impacts feasibility. A visual game technique used with customers to identify what’s inhibiting progress. 218 DISCOVERY / DISCUSSION PROTOTYPES Brochure Mocked up physical brochure of your imagined value proposition. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Physical brochures are ideal for testing your value proposition in person with customers who are difficult to find online. Mocked up physical brochure of your imagined value proposition. 194 A B C D E What’s the sequence of 5 letters for a good discovery journey
- 6. 34 DISCOVERY / DATAANALYSIS Discussion Forums The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. COST SETUP TIME CAPABILITIES Research / Data EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Discussion Forums are ideal for finding unmet needs in your existing product or a competitor’s product. The use of discussion forums to uncover unmet jobs, pains, and gains in a product or service. 134 DISCOVERY / EXPLORATION Customer Interview An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. COST SETUP TIME CAPABILITIES Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Customer Interviews are ideal for gaining qualitative insights into the fit between your value proposition and the customer segment. It’s also a good starting point for price testing. Customer Interviews are not ideal as a substitute for what people will do. An interview that is focused on exploring customer jobs, pains, gains, and willingness to pay. 106 DISCOVERY / DISCUSSION PROTOTYPES Card Sorting A technique in user experience design in which a person uses cards with customers to generate insights. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Card sorting is ideal for getting insights into customer jobs, pains, gains, and value propositions. A technique in user experience design in which a person uses cards with customers to generate insights. 222 DISCOVERY / PREFERENCE & PRIORITIZATION Speed Boat A visual game technique used with customers to identify what’s inhibiting progress. COST SETUP TIME CAPABILITIES Design / Product / Technology EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Speed Boat is ideal for going beyond conversations and having a visual representation of what’s slowing your customers down and learning how it impacts feasibility. A visual game technique used with customers to identify what’s inhibiting progress. 218 DISCOVERY / DISCUSSION PROTOTYPES Brochure Mocked up physical brochure of your imagined value proposition. COST SETUP TIME CAPABILITIES Marketing / Research EVIDENCE STRENGTH RUN TIME DESIRABILITY · FEASIBILITY · VIABILITY Physical brochures are ideal for testing your value proposition in person with customers who are difficult to find online. Mocked up physical brochure of your imagined value proposition. 194 first insights into jobs, pains, gains and solutions deepen discovery understand biggest pains learn about solution/ feature priorities discuss value proposition AB CD E 2 Carefully & Deliberately Design Networking pre-class networking break-out rooms! 3 Onboard Class Participants Meticulously
- 7. pre-, during, post-class communication onboarding,online learning, online exercise, tracking projects online meeting AND break-out rooms 4 Experiment Library for Download EXPERIMENTTYPE Interaction Prototypes Clickable Prototype Single Feature MVP Mash-Up Concierge Life-Sized Prototype DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY COST SETUP TIME EVIDENCE STRENGTH RUN TIME Validation Experiments THEME Discovery Experiments Experiment Library EXPERIMENTTYPE Exploration Customer Interview Expert Stakeholder Interviews Partner & Supplier Interviews A Day in the Life Discovery Survey DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Data Analysis Search Trend Analysis Web Traffic Analysis Discussion Forums Sales Force Feedback Customer Support Analysis DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Interest Discovery Online Ad Link Tracking 404 Test Feature Stub Email Campaign Social Media Campaign Referral Program DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Discussion Prototypes 3D Print Paper Prototype Storyboard Data Sheet Brochure Explainer Video Boomerang Pretend to Own DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY Preference & Prioritization Discovery Product Box Speed Boat Card Sorting Buy a Feature DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY DESIRABILITY · FEASIBILITY · VIABILITY COST SETUP TIME EVIDENCE STRENGTH RUN TIME THEME