Q&A about Customer Segments Team Presentations: Customer Segments Findings Summary about Value Proposition Work for Next Week

1. LLP@Tecnico
Class 3
Luis Caldas de Oliveira

2. Agenda for Class 3
• Q&A about Customer Segments
• Team Presentations: Customer Segments
Findings
• Summary about Value Proposition
• Work for Next Week

3. Q&A CUSTOMER SEGMENTS

4. Customers
• Which customers and users are you
serving?
• Which jobs do they really want to get
done?

5. Hypotheses
• Problem
• Customer
• User
• Payer

6. Types
• B2B (Business to Business): use or buy
inside a company
• B2C (Business to Consumer): use or buy by
consumers
• B2B2C: sell a business to get to a consumer
or other multi-sided markets

7. B2B
• What are the company needs?
• What is the market?
• Who is the customer in a company?
• How does the company buy?
• How do they hear about you?

8. B2C
• What the consumer needs?
• What is the market?
• Do they buy it for themselves? Need
approval?
• How the consumer decides to buy?
• What is the sales channel?

9. Common Errors on
Customer Segments
• Poorly designed and vague data from
customer interviews (“they liked our
product”)
• No articulation: hypotheses/experiments with
pass/fail tests
• Confusion between
users/payers/recommenders, etc.
• No customer archetype

10. Market Types

11. 4 Market Types
• Existing Market: faster/better (high-end)
• Re-segmented Market: niche
(marketing/branding), cheaper (low-end)
• New Market: innovative or cheaper/good
enough
• Clone Market: copy of an existing business
model

12. Market Type Trade-offs

13. Customer Knowledge
Value Proposion: defines the MVP
Customer Segment: defines the
archetype/persona

14. Customer Workflow

15. Customer Discovery
Wrong: “Here’s what I saw, and here’s more
of what I saw”
Good: “Here’s what I saw, and here’s what it
means”.

16. What we want to avoid
Market
Your
solution
Costumer
Job or
Problem

17. Customer
Development
“A startups don’t fail
because they lack a
product; they fail
because they lack
customers and a
profitable business
model.”
Steve Blank

19. Two Steps
Validate
the
problem
Validate
the
solution

20. Do you have a problem
with X?

21. Tell me about X?

22. Do you think it’s a
good idea?

23. Would you buy a product
which solved this problem?

24. How do you currently
deal with this problem?

25. Talk me through the last
time you had this problem.

26. How much would you pay
for this?

27. How much money does
this problem cost you?

28. Who else should I talk to?

29. Good
Did or do
Don’t assume
Don’t ask for opinions
Let them speak about examples or experiences

30. The Mom Test
“Ask in a way that your
mother could tell you
that your product is
useless. Without her
knowing.”
Rob Fitzpatrick

31. TEAM PRESENTATION: CUSTOMER
SEGMENTS FINDINGS

32. Q&A VALUE PROPOSITION

33. Value Proposition

34. Value Proposition
Canvas
• Products & Services: your offer to help
your customer
• Pain Relievers: what pains are alleviated by
your products & services
• Gain Creators: what gains will your
products & services create to your
customer

35. Customer Segments

36. Value Proposition
Canvas
• Customer Jobs: tasks that customer are
trying to perform and complete
• Pains: undesired costs and risks that your
customer experiences
• Gains: benefits that your customer expects
or desires

37. Goal

38. One-sided Market
• Product/service serves a single class of
customers
• The value propositions does not depend on
interaction between classes of customers

39. Multi-sided Market
• Product/service serves multiple customer
classes
• Some of the value propositions depend on
interaction between multiple classes of
customers

40. NEXT WEEK

41. 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)

42. Before Next Class
• Talk to 10 customers about Value
Proposition
• Update LPC Narrative and Canvas
• Prepare Class Presentation
• Watch Lecture 4: Channels

43. Obrigado