Q&A about Business Model Canvas and Customer Discovery Market Types and Market Sizes Team Presentations Summary about Value Proposition Work for Next Week

1. LLP@Tecnico
Class 2
Luis Caldas de Oliveira

2. Agenda for Class 2
• Q&A about Business Model Canvas and
Customer Discovery
• Market Types and Market Sizes
• Team Presentations
• Summary about Value Proposition
• Work for Next Week

3. Q&A BUSINESS MODEL CANVAS &
CUSTOMER DISCOVERY

4. Common BMC Errors
• More customer segments than a Fortune
100 company
• “End users” as customer segments
• Value proposition/customer segment
mismatch
• Forget to search for a repeatable and
scalable business model

5. Market Types
• Clone Market (copy of an existing business
model)
• Existing Market (faster, better/high-end)
• Resegmented Market (niche, cheaper/low-
end)
• New Market (good enough, innovative)

7. Market Size
• TAM – Total Available Market
• SAM – Served Available Market
• SOM – Served Obtainable Market
• Year1-3 – Target Market
http://www.slideshare.net/sblank/nsf-lecture-1-
bus-model-cust-dev/207

8. TEAM PRESENTATIONS

10. VALUE PROPOSITION

11. Step 1: Specification
• Product or service?

12. Common Mistakes
• Is it just a feature of someone elses
product?
• Is it a “nice to have” product?
• Is it a “got to have” product?
• Can it scale to a company?

13. Product
• Problem statement: what is the
problem?
• Technology/Market Insight: why is
this problem hard to solve?
• Market size: how big is this problem?
• Competition: what customers do today?
• Product: how to do it?

14. Step 2: What is the
MVP
• Test your understanding of the problem
• Test your understanding of the solution
• Avoid building products nobody wants

15. Test the MVP
• Landing pages
• Prototypes
• Interviews
• Surveys

16. Value Proposition
Canvas
http://businessmodelalchemist.com/blog/2012/08/achieve-product-
market-fit-with-our-brand-new-value-proposition-designer.html

17. VPC - Customer
Segments
• Customer jobs – what he wants to get
done
• Customer pains – undesired costs
• Customer gains – expected benefits

18. VPC – Value
Proposition
• Products and services – list all offers
• Pain relievers – values creation
• Gain creators – benefits created

19. Value Proposition
Canvas

20. Step in Your
Customers’ Shoes

21. Rank Jobs, Pains and
Gains

22. Map Your Value
Proposition

23. Rank by Order of
Importance

24. NEXT WEEK

25. Presentation for Next
Class• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red,
different colors for multi-sided markets)
• Slide 3: Value Proposition Canvas (product/services, pain
relievers, gain creators, MVP)
• Slide 4: What were your experiments to test Value
Proposition
• Slide 5-n: What did you learn about Value Proposition
from the interviews (hypothesis, experiments, results,
action)

26. Before Next Class
• Talk to 10 customers about Value
Proposition
• Update LPC Narrative and Canvas
• Prepare Class Presentation
• Watch Lecture 3: Customer Segments

27. Obrigado