LLP@TecnicoClass 2

Luis Caldas de Oliveira

Agenda for Class 2

Problems and Solutions

Value Proposition Canvas

Market Types and Market Sizes

Work for Next Week

PROPOSE A SOLUTION

The Disney Brainstorm Method

The DreamerThis stages is for fantasizing. Creating the most fantastic and absurd ideas as possible. This stage is about “why not?”.

The Realistic

The Realist exams the Dreamer ideas and re-works them into something more practical. This stage is about “how?”.

The Critic

The third stage is to shoot holes in the ideas. This stage is about “it can’t be done”.

Problem-Solution

Visit the Gallery (5 min)

VALUE PROPOSITION

Step 1: Specification

• Product or service?

Common Mistakes

• Is it just a feature of someone elses product?

• Is it a “nice to have” product?

• Is it a “got to have” product?

• Can it scale to a company?

Product• Problem statement: what is the

problem?

• Technology/Market Insight: why is this problem hard to solve?

• Market size: how big is this problem?

• Competition: what customers do today?

• Product: how to do it?

Step 2: What is the MVP

• Test your understanding of the problem

• Test your understanding of the solution

• Avoid building products nobody wants

Test the MVP

• Landing pages

• Prototypes

• Interviews

• Surveys

Business Model Canvas

“Once you understand business models you can then start prototyping business models just like you prototype products”Alexander Osterwalder

The Business Model Canvas

Value Proposition Canvas

Value Proposition Canvas

VPC - Customer Segments

• Customer jobs – what he wants to get done

• Customer pains – undesired costs

• Customer gains – expected benefits

Step in Your Customers’ Shoes

Rank Jobs, Pains andGains

VPC – Value Proposition

• Products and services – list all offers

• Pain relievers – values creation

• Gain creators – benefits created

Map Your Value Proposition

Rank by Order of Importance (5 min)

Check Your Fit

Fit?

Common BMC Errors

• More customer segments than a Fortune 100 company

• “End users” as customer segments

• Value proposition/customer segment mismatch

• Forget to search for a repeatable and scalable business model

Market Types

• Clone Market (copy of an existing business model)

• Existing Market (faster, better/high-end)

• Resegmented Market (niche, cheaper/low-end)

• New Market (good enough, innovative)

Market Size

• TAM – Total Available Market

• SAM – Served Available Market

• Year1-3 – Target Market

http://www.slideshare.net/sblank/nsf-lecture-1-bus-model-cust-dev/207

Market Size

TotalAvailableMarket

ServedAvailableMarket Target

Market

NEXT WEEK

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: Customer Segments (for each customer segment: jobs, pains, gains)

• Slide 4: What were your experiments to test Customer Segments

• Slide 5-n: What did you learn about Customers from the interviews (hypothesis, experiments, results, action)

Before Next Class

• Talk to 10 customers about Value Proposition

• Update LPC Narrative and Canvas

• Prepare Class Presentation

• Watch Lecture 3: Customer Segments

Obrigado