This document outlines the agenda for Class 3 of an entrepreneurship course. It includes a Q&A on value propositions, team presentations on customer value proposition findings, and a summary on customer segments. The next class will involve student presentations on what was learned from customer interviews about segments, customer workflows, and archetypes. Students are tasked with interviewing 10 customers and updating their business model canvases before the next class.

1. LLP@Tecnico
Class 3
Luis Caldas de Oliveira

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

3. QA VALUE PROPOSITION

4. 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”.

5. Presentation Format
• List the experiments (slide 4)
• Describe the experiments (slide 5-n)
• What we thought (hypothesis)
• What we did (experiment)
• What we found (results)
• What we are going to do next (action)

6. Waterfall vs Agile
Waterfall: founders assume they understand
the customer problem and they specify a
solution (spec sheet)
Agile: use MVPs to find the “Minimum Feature
Set”

7. Value Proposition

8. 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

9. Customer Segments

10. 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

11. Goal

12. TEAM PRESENTATIONS: VALUE
PROPOSITION

14. CUSTOMER SEGMENTS

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

16. Hypotheses
• Problem
• Customer
• User
• Payer

17. 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

18. 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?

19. 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?

20. Multi-Sided Markets
• Who is the customer?
• Value proposition for each customer?
• Revenue stream for each customer?
• Some segments may not exist without
others?
• Which segment to start?

21. Wireframe MVP
Manage
condense
Analyze derive
insights
Sh
are
Video
montag
e
Uplo
ad
Collect
tag
researc
h
media

22. Physical prototypes help!
• Handing dentists a crude clay mockup got us better, more actionable feedback
• A great way of gauging whether new functionality satisfies a need

23. NEXT WEEK

24. Presentation for Next
Week
• 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: How do customers solve the problem today?
How does your value proposition help?

25. Presentation for Next
Week (cont.)
• Slide 5-n: What did you learn about your Customers:
hypothesis, experiments, results, action
• Slide n+1: Diagram of customer workflow
• Slide n+2: Customer archetype

26. Before Next Class
• Talk to 10 customers about Customer
Segments
• Update LPC Narrative and Canvas
• MVP: site or wireframe (web/mobile),
prototype, model, crowdfunding (physical
product)
• Prepare Class Presentation
• Watch Lecture 4: Channels

27. Obrigado