Zero to One Startup Masterclass Series - Week Two

Needs
Concrete
Scale down / Validate
Business idea
Result
Generate ideas
IDEA CONCEPTS

TODAY, WE:
• Scale down the Ideas
• Identify our Customer Segments
• Come up with Value Proposition
• Create Visual Prototypes
• & Lastly, come up with a Business Model for the ideas

DID YOU DO THE ASSIGNMENT 
Online Presence Assignment
Problem to Ideas Assignment

ACTIVITY ONE: POST YOUR IDEAS
Under each of the problems
THAT WE CAME UP WITH

NUMBER
OF IDEAS
CREATE X/Y
FACTOR - GRAPH
PLACE ALL
POST ITs / Clarify
ScaleDown
Process
DISCUSS THE
VISUAL BOARD
MERGE POSSIBLE
IDEAS
REDUCE NUMBER
OF IDEAS
SET THE
MISSION

Scale Down
Process
SET THE
MISSION
”The mission is to deliver 3 idea concepts”
”We should keep at least 50% of the ideas”
”We should just present good project ideas”

ACTIVITY TWO: NARROW DOWN to
Top 3 problems –
YES, ONLY THREE

NUMBER
OF IDEAS
CREATE X/Y
FACTOR-GRAPH
PLACE ALL
POST ITs
DISCUSS THE
VISUAL BOARD
MERGE POSSIBLE
IDEAS
REDUCE NUMBER
OF IDEAS
SET THE
MISSION

Howtoscaledowntheideas?
Y
X
X/Y
GRAPH

Createa X/Y Factor - Graph
• Realizability
• Team/Resources
• Time to market
• Costs
• Level of USP
• Customer Need
• Level of risk
• Awareness
• Operating Weight
• Market Potential
The most important factors?

Customer Need
Team / Resources
X/Y
GRAPH

Customer Need
10
1 10
Team / Resources
X/Y
GRAPH

NUMBER
OF IDEAS
CREATE X/Y
FACTOR-GRAPH
PLACE ALL
POST ITs
ScaleDown
Process
DISCUSS THE
VISUAL BOARD
MERGE POSSIBLE
IDEAS
REDUCE NUMBER
OF IDEAS
SET THE
MISSION

PLACE ALL
POST ITs
Time to market
1 year
Costs
1 month
3 months
6 months
> $5000> $20 000> $50 000

NUMBER OF
IDEAS
CREATE X/Y
FACTOR-GRAPH
PLACE ALL
POST ITs
DISCUSS THE
VISUAL BOARD
MERGE POSSIBLE
IDEAS
REDUCE NUMBER
OF IDEAS
SET THE
MISSION

NUMBER OF
IDEAS
CREATE X/Y
FACTOR-‐GRAPH
PLACE ALL
POST ITs
DISCUSS THE
VISUAL BOARD
MERGE POSSIBLE
IDEAS
REDUCE NUMBER
OF IDEAS
SET THE
MISSION

NUMBER
OF IDEAS
CREATE X/Y
FACTOR - GRAPH
PLACE ALL
POST ITs
DISCUSS THE
VISUAL BOARD
MERGE POSSIBLE
IDEAS
REDUCE NUMBER
OF IDEAS
SET THE
MISSION

Time to market
1 year
Costs
1 month
3 months
6 months
> $5000> $20 000> $50 000
REDUCE NUMBER
OF IDEAS

Deliveryourideaasaconcept
Activity

WHAT is Customer Segmentation?
WHY do you need to segment your customers?
HOW do we segment our customers?

COKE SIDE OF LIFE
DO WE KNOW THESE PRODUCTS?

NOT EVERYONE
IS
YOUR CUSTOMER!!!!!

What To Consider
• Needs
• Age
• Gender
• Interests
• Income
• Race
• Religion
• Family size
• Ethnicity
• Education
• Distribution Channels

How you do it
1. Write down what you think —> 2. Research —>
3. Refine your thoughts —> 4. Validate —> 5. Refine your research

Cheat Sheet
1. Describe the basics:
”AGE” ”GENDER” ”INTERESTS” ”JOB” ”INCOMES” ”FAMILY”
Where do they live? What's it like?)
2. Give them a name and picture
4. Add a Quote.
A quote is just a couple of sentences that encapsulate the
persona’s attitude towards your product or service.
3.Include their professional and personal background.
Consider information such as job history, role, leisure activities, hobbies, etc.

CheatSheet
5. How Tech Savvy are they?
(Technical background. How comfortable is your character online and what
activities do they perform on the web? What devices do they use? This is
important!
6. Who are their trusted sources and where do they
find products they buy?
7. What are their Goals.
What are this person’s goals when looking for a product? Do they want to find a vendor
they can work with quickly? Do they shop by price? Do they need a partner for long-
term engagement?
8. I need / I want statements.
What does this person need and or want in order to reach the above goals?
Remember to keep in mind all of the characteristics you described above.

BASICS
Age: 37
Female
Husband + 2 kids
Like: books, hiking,
swimming
NAME + PIC
Rebecca Johnson
HISTORY
25 years in the service
business.
Reads one book a
month and loves to go
on weekend trips in the
nature
Be a good mother-‐
3/10. New to iPads and
AppStore.
See the potential and is
willing to learn
Momswithapps
Recommendations:
Good educational tools
Fun kids apps
Want her kids to
perform well in school.
-‐
-‐
-‐
-‐
-‐
Want to find good
games and
teaching tools
-‐
Friends
Her kids
-‐
-‐
QUOTE
”I want my kids to
learn the english
language in an early
age, and I want them
to like the learning
tools I give them!”
TECH-LEVEL? TRUSTED SOURCES? GOALS NEEDS/WANTS?

How to do research to validate the predictions?
Case studies on other successful competitors.
Who are they aiming for and why/how?
Who are buying similar products today?
Look for competitor-campaigns. Who are they targeting?
Talk to presuming customer
How to validate your personas

"Avalue proposition is
A promiseof value
thatyour customers
canexpectfromyour
productor company."
Mohan SAWHNEY
Professor, Northwestern University

Why would you buy an iPhone 7 over an Samsung S7
Why you choose TECNO over Infinix
Why you choose Kenya Mpya over Lopha Travels
In Short

A value proposition isacrystalclear
statement of howyour product or service
solvesa customer's problem,delivers some
benefits and improvestheirsituation
presented in a simple, compelling way that
moves a prospective customer to take action

People don't buy your product,
they buy what your product
can do for them.

'" Adobe t l shopify t g E V E R N OTE adidas HUGE

CLEARLY
COMMUNICATING
W H AT YO U D O A N D W H Y I T M AT T E R S

Q: WHEN PEOPLE TELL YOU ABOUT THEIR
PRODUCTS AND/OR, SERVICES, WHAT
COMMON MISTAKES OR WAYS OF
COMMUNICATING MAKE IT DIFFICULT
FOR YOU TO UNDERSTAND?

COMMUNICATION = CONNECTION
Too often we recite tag lines and throw jargon around
without intentionally thinking how to connect with the
person we are speaking to for a meaningful outcome.

WHEN SPEAKING ABOUT YOUR
PRODUCT AND/OR SERVICE….

GEOFF MOORE’S POSITIONING
STATEMENT
For (target customer)
who (statement of the need or opportunity) our
(product/service name) is (product category)
that (statement of benefit) .

EXAMPLE:
For non-technical marketers
who struggle to find return on investment in social media
our product is a web-based analytics software that translates
engagement metrics into actionable revenue metrics.

STEVE BLANKS XYZ’S
“We help X doY doing Z”
“We help non-technical marketers discover return on
investment in social media by turning engagement metrics
into revenue metrics.”

COOPER AND VLASKOVITS
CUSTOMER- PROBLEM-SOLUTION
Customer: (who your customer is).
Problem: (what problem you're solving for
the customer).
Solution: (what is your solution for the
problem).

EXAMPLE
Customer:I believe my best customers are small and
medium-sized business (SMB) markets.
Problem:Who cannot easily measure campaign ROI because
existing solutions are too expensive,complicated to deploy,
display a dizzying array of non-actionable charts.
Solution:Low cost,easy to deploy analytics system designed
for non-technical marketers who need actionable metrics.

THE MINTO PYRAMID PRINCIPLE
Situation - describe what is the current situation
Complication - describe the issue in the situation
Question - describe the question in response to the issue
Answer - suggest answer to ease out or mitigate the issue

EXAMPLE:
With the rise of smartphones and online video the use of
data has exploded.
Consequently,wireless networks become congested and
slow.
How can mobile operators increase their quality of service?
Our patented routing algorithm helps mobile operators
radically increase throughput.

YOUR TURN!!!!
Use 1 of the
templates

Done at the beginning to make
your idea more concrete
Also, later stage when rethinking
an existing product

Basically, helps clarify your
product
Also, later stage when rethinking
an existing product

How
Get creative and use quick sketches to bring out
the essence of your business idea

Draw
Product/Service – visualize the basic product
using a basic sketch of it: Include the key
elements of your product, the characteristics
that stand out and those that are unique
Picture of usage - Imagine your
customer using your product and draw
a sequence of pictures showing how
the product is being used
Customer - who are you designing
the product for? Draw your typical
customer
Point-of-Sale – Imagine the Point of
Sale when the product is purchased
and think about the channels used to
reach your customer. Illustrate this.
Key Benefits – Visualize the
tangible and intangible benefits your
product brings to your customer and
then think about the needs it serve

Activity:
In your teams, draw the visual
Prototypes for your businesses

A business model describes the rationale of how an
organization creates, delivers and captures value
It’s the way you intend to generate revenue and profits
as well as how you plan to deliver your value proposition
to your customers

Dr. Dave CHAFFEY
CEO, Smart Insights
"Defining a clear business
model is especially
important for a
startup because it helps
creates a sustainable
business..."

Business Plan Business Model Canvas
Lean Canvas
Tools

Activity:
CREATE BUSINESS MODEL FOR YOUR BUSINESSES!!!

ASSIGNMENT
1. Come up with two value propositions for your businesses
using any two of the value proposition template
2. Create the visual prototypes of your businesses.
3.Go through the lean canvas business model.
SEND THE VALUE PROPOSITION ASSIGNMENTS BY THURSDAY

Zero to One Startup Masterclass Series - Week Two

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