4. A vision?
“Would you tell me, please, which way I ought to
go from here?"
"That depends a good deal on where you want
to get to."
"I don't much care where –"
"Then it doesn't matter which way you go.”
― Lewis Carroll, Alice in Wonderland
5. A vision?
= know where you’re going
= create the same product
People always have an idea in their head,
but is it the same as yours?
6. Goal
Clear overview of product
Better presentation, pitch, alignment
within team
Clearer statement towards customers,
partners, investors, …
Limit scope, create focus
Be more efficient
9. Target group
= who are you creating the product for
= who will use it & who will pay for it
The right size
Discoverable
Specific enough / not to specific
Several smaller groups / one large group
16. Needs
= which needs & wants of the target group
is your product fulfilling
Mapped to target groups
Dig to the most basic need (5 why’s)
Difficult to find the exact need
Emotion
17. Needs
Need versus want
Antibiotic - People die without it
Aspirin - Makes people feel better
Vitamin - Prevents people to get sick
Homeopathy - Makes people believe they will get better
18. Product
= what are your USP’s
Mapped to needs & target groups
Top 3-5 features / method
Differentiators
20. Value
= what is the value of your product to the
target groups (based in their needs)
Money
Emotion / feelings
Business value
Better, faster, cheaper, …
28. Vision statement
= short sentence to give a first impression
Granny proof!
What – why – who – how
1-2 sentence introduction
Remember it
What the world will look like if you’ve changed
it
29. Vision statement
Dyson hot + cool
Fastest whole room heating in
winter. High velocity air to
cool in summer.