llp tecnico-class2
Post on 23-Jan-2017
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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
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