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Jurgen Appelo
@jurgenappelo
Product Management
Visioning, segmentation, and positioning
Thursday 26 November 2020, 9:00 CET
Update 3
At the end of this session, you will…
You know tools for visioning and segmentation
You have some example of using these tools
Products with a Purpose
Outperform
traditional products
Big Hairy
Audacious
Goal (BHAG)
Massive
Transformative
Purpose (MTP)
Vision
Mission
Start with Why
Moonshot
10x Goals
Happiness is experience, not stuff
Photo by Uriel Soberanes on Unsplash
You’re not in the business
of making bytes or atoms.
You’re creating
endorphins, dopamine,
oxytocin, and serotonin.
Visioning
Job to be Done
Product Management Update 3
Segmentation & positioning
Wrapping up
The Product Vision describes the experience the product
aims to achieve for customers and users.
Photo by Clark Tibbs on Unsplash
Ikigai
ikigai
What you can be paid for
What
you are
good at
What the
world
needs
What you love
Make fun
Make money
Make progress
Make a difference
What you love
What pays you
What
the world
needs
What
you’re
good at
Product Management. Visioning, segmentation, and positioning
Vision Statement
We believe (in) a [noun: world, time, state, etc.] where [persona] can
[verb: do, make, offer, etc.], for/by/with [benefit/goal].
To [verb: empower, unlock, enable, create, etc.] [persona] to
[benefit, goal, future state].
Our vision is to [verb: build, design, provide], the [goal, future state],
to [verb: help, enable, make it easier to...] [persona].
For [group of users] that [need/want], [company/product] is a
[category/solution] that uniquely solves this by [benefit].
“Our vision is to help learners enjoy the
journey more than the destination.”
Product
Vision Board
https://www.romanpichler.com/tools/product-vision-board/
“Our vision is to help learners enjoy the
journey more than the destination.”
Agile coaches,
consultants and
changemakers
Get inspiration
and ideas with
good content
Online learning
programs with
gamification
Growth in
memberships
and certification
Product Pitch
Template
For [target customer]
Who [statement of need or opportunity]
[product name] is a [product category]
That [key benefit, reason to buy]
Unlike [primary competitive alternative]
Our product [statement of primary differentiation]
Product Pitch
Template
For agile coaches, consultants and changemakers
Who want to get inspiration and ideas with good content
Shiftup is a set of online learning programs
That offer free, open, collaborative learning experiences
Unlike massive online course providers
Our product is structured, gamified, and community-driven
Lean Canvas
https://leanstack.com/leancanvas
Problem Solution Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Cost Structure Revenue Streams
Business
Model Canvas
https://www.strategyzer.com/canvas/business-model-canvas
Key Partners Key Activities Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Cost Structure Revenue Streams
Extended
Product
Vision Board
https://www.romanpichler.com/blog/the-product-vision-board/
Visioning
Job to be Done
Product Management Update 3
Segmentation & positioning
Wrapping up
Where can you
make the greatest
difference?
Customer Interviews
Importance
How important is a certain benefit to someone?
Satisfaction
How satisfied are they with the current situation?
1. We offer a program that helps you develop yourself and improve your employability in
an unstable market, with qualification awards as evidence. (self-development)
2. We offer a curriculum that teaches you how the most interesting companies survive and
thrive, and how to turn new ideas into successful businesses. (innovation)
3. We offer a structure with guidance on which articles to read, which videos to watch,
which podcasts to listen to, which online meetups to attend, etc. (structure)
4. We offer a gamified environment, with points, bonuses, meetups, reminders, surprises,
and exclusive opportunities, to keep you engaged and motivated. (motivation)
5. We offer a global community of peers so that can learn from each other, motivate each
other, and hang out with each other, so that you're not alone. (community)
6. We offer a program that you can use from the comfort of your own home because the
entire program can be completed online and remotely. (remote learning)
7. We enable you to promote your own ideas for organizational change, innovation, and
agility in the form of articles, exercises, podcasts, videos, etc. (self-expression)
Example (Benefits)
Most important Most satisfied
1. Innovation
2. Self-development
3. Community
4. Guidance
5. Self-expression
6. Remote learning
7. Motivation
1. Self-development
2. Self-expression
3. Remote learning
4. Innovation
5. Community
6. Guidance
7. Motivation
Least important Least satisfied
“Offer better coffee and more
comfortable seating for a time
span of 20 minutes.”
Jobs to be Done
Photo by Lex Sirikiat on Unsplash
When [situation],
I want [motivation]
so that [outcome].
When I paid for a product,
I want an invoice, so that
I keep my bookkeeper busy.
Job Story template
Sometimes, a context is more
relevant than a persona.
A job story forces you to
focus on the problem, but it
does not suggest a solution!
When I read any
article, watched any
video, or attended
any webinar, I want
that to have a
concrete result for
me so that I feel I’m
spending my time
wisely.
Job Story (examples)
When I made good
progress in my
learning journey,
I want to share the
results with my
friends so that I get
compliments for all
the work I have done.
Visioning
Job to be Done
Product Management Update 3
Segmentation & positioning
Wrapping up
Needs & GoalsDemographics
Description Tasks & Behaviors Pains & Problems
Mark
Male
34 years
Amsterdam
Higher education
Likes specialty stores
Wants to be seen as
hip and trendy
Loves coffee
Commutes on a bike
Drinks 5 coffees/day
Takes detours for
better coffee
Most coffee is bad
No coffee bars on
the way to work
No good places to sit
Mark has around 20
minutes each time
to sit, relax, and
enjoy good coffee
Lean Personas
Lean Personas (Example)
Jobs to be Done
(Traditional) Segmentation
City
Country
Region
Climate
Urban/rural
Age
Gender
Income
Education
Ethnicity
Traits
Values
Interests
Lifestyle
Beliefs
Habits
Clicks
Purchases
Loyalty status
Interactions
Segmentation around customer needs
Photo by Afif Kusuma on Unsplash
Customer needs vary by
context. The trick is to
define contexts with
consistent needs.
Discover opportunities
by discovering problem
contexts.
Product
Vision
Lean
Persona
Job to be
Done
Value Proposition Canvas
https://www.strategyzer.com/canvas/value-proposition-canvas
Product Positioning
Vision
Segment Segment Segment
Job to be Done Job to be Done Job to be Done
Value Proposition Value Proposition Value Proposition
Branding
Understand the
customer’s alternatives
for successful product
partitioning and slicing.
https://steveblank.com/2010/03/01/death-by-analysis/
Competitive
Analysis
Photo by Clark Van Der Beken on Unsplash
Photo by Max Ostwalt on Unsplash
“Red ocean” strategy
“Blue ocean” strategy
Compete in existing market space
Beat the competition
Exploit existing demand
Make the value-cost trade-off
Create in uncontested market space
Make the competition irrelevant
Create and capture new demand
Break the value-cost trade-off
Visioning
Job to be Done
Product Management Update 3
Segmentation & positioning
Wrapping up
https://www.scrum.org/resources/blog/10-tips-product-owners-product-vision
https://www.romanpichler.com/blog/tips-for-writing-compelling-product-vision/
https://medium.com/the-value-maximizers/
the-product-vision-board-a-tool-for-creating-your-product-vision-694d130ed5eb
https://www.christianstrunk.com/blog/product-vision
https://jobs-to-be-done.com/market-segmentation-through-a-jobs-to-be-done-lens-5ef9242de65
https://en.wikipedia.org/wiki/Market_segmentation
https://blog.alexa.com/types-of-market-segmentation/
https://jtbd.info/linkedin-gets-jobs-to-be-done-833bf7865f48
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
https://www.aha.io/roadmapping/guide/product-strategy/what-is-product-positioning
https://www.economicsdiscussion.net/marketing-2/product-positioning/product-positioning/32446
https://en.wikipedia.org/wiki/Positioning_(marketing)
https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/
Resources
hello@shiftup.work
shiftup.work

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Product Management. Visioning, segmentation, and positioning