gist bootcamp value propositions and customer segments presentation

Download GIST bootcamp value propositions and customer segments presentation

Post on 19-Jul-2015

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  • Customer Discovery starts here

    Who are your most important customers?

    What are their archetypes?

    What job do they want you to get done for them?

    What customer problems are you helping to solve ?

    What customer needs are you satisfying?

  • Value Propositions

  • What customer problems are you helping to solve ? What customer needs are you satisfying?

  • What about my technology / product?

  • Your technology/product is one of the many critical pieces necessary to build a

    company, and is part of the Value Proposition

    What about my technology / product?

  • Customers dont care about your product they are trying to solve a problem or satisfy a

    need.

    What about my technology / product?

  • What, How, Why?

    Product, Features, Value

  • What?

  • What?

    Product

  • How?

  • How?

    Features

  • Why?

  • Why?

    Value

  • Product Features =

    Value Propositions

  • Product Features =

    Value Propositions

    but they do deliver it.

  • What are some categories of Value Propositions

  • Newness

  • Newness

    Performance

  • Newness

    Performance

    Customization

  • Newness

    Performance

    Customization

    Design

  • Newness

    Performance

    Customization

    Design

    Get Job Done

  • Newness

    Performance

    Customization

    Design

    Get Job Done

    Brand/Status

  • Price

  • Price

    Cost Reduction

  • Price

    Cost Reduction

    Risk Reduction

  • Price

    Cost Reduction

    Risk Reduction

    Accessibility

  • Price

    Cost Reduction

    Risk Reduction

    Accessibility

    Convenience/Usability

  • Pain Killers

  • Pain Killers

    Solve a Customer Problem

  • Gain Creators

  • Gain Creators

    Provide for Customer Needs

  • Customer Segments

  • Customer Segments

  • Who are your most important customers?

  • Who are your most important customers? What are their archetypes?

  • Who are your most important customers? What are their archetypes? What job do they want you to get done for them?

  • Who are your most important customers? What are their archetypes? What job do they want you to get done for them?

  • Why do you want to group customers into

    Customer Segments?

  • Different Customer Segments often have

    Different Business Models

  • Customer Segment #1 Customer Segment #2

    Customer Segment #3

  • Customer Segments #1, #2, #3

  • Customer Segments have

    Customer Types

  • Customer Segments have Customer Types

  • Customer Segments have Customer Types End User

  • Customer Segments have Customer Types End User Influencer

  • Customer Segments have Customer Types End User Influencer Recommender

  • Customer Segments have Customer Types End User Influencer Recommender Decision Maker

  • Customer Segments have Customer Types End User Influencer Recommender Decision Maker Payer

  • Customer Segments have Customer Types End User Influencer Recommender Decision Maker Payer Saboteur

  • to understand purchase decision

    Identify Archetypes

  • Business to Business (B2B)

    vs

    Business to Consumer (B2C)

  • Business to Business

  • Business to Business

    typically have distinct End Users, Decision Makers, Payers, and others.

  • Business to Business

    typically have distinct End Users, Decision Makers, Payers, and others.

  • Business to Business

    typically have distinct End Users, Decision Makers, Payers .

  • Business to Business

    typically have distinct End Users, Decision Makers, Payers, and Others

  • Business to Consumer

    may as well!

  • Business to Consumer

  • Business to Consumer

  • Business to Consumer

  • Market Type

  • What kind of market are you

    entering?

  • Existing Re-Segmented New Clone

    Market Type

  • Existing

    Customers Known

    Customer Needs Performance

    Competitors Many

    Risk Lack of branding, sales and distribution ecosystem

    Examples Google

    Market Type

  • Existing Re-Segmented

    Customers Known

    Possibly Known

    Customer Needs Performance

    Better Fit

    Competitors Many Many if wrong, few if right

    Risk Lack of branding, sales and distribution ecosystem

    Market and product re-definition

    Examples Google Southwest

    Market Type

  • Existing Re-Segmented New

    Customers Known Possibly Known Unknown

    Customer Needs Performance Better Fit Transformational Improvement

    Competitors Many Many if wrong, few if right

    None

    Risk Lack of branding, sales and distribution ecosystem

    Market and product re-definition

    Evangelism and education cycle

    Examples Google Southwest Groupon

    Market Type

  • Existing Re-Segmented New Clone

    Customers Known Possibly Known Unknown

    Possibly Known

    Customer Needs Performance Better Fit Transformational Improvement

    Local Version

    Competitors Many Many if wrong, few if right

    None

    None

    Risk Lack of branding, sales and distribution ecosystem

    Market and product re-definition

    Evangelism and education cycle

    Misjudge local needs

    Examples Google Southwest Groupon Baidu

    Market Type

  • Existing Re-Segmented New Clone

    Customers Known Possibly Known Unknown

    Possibly Known

    Customer Needs Performance Better Fit Transformational Improvement

    Local Version

    Competitors Many Many if wrong, few if right

    None

    None

    Risk Lack of branding, sales and distribution ecosystem

    Market and product re-definition

    Evangelism and education cycle

    Misjudge local needs

    Examples Google Southwest Groupon Baidu

    Market Type

  • Rate of customer adoption

    Market Type Drivers

  • Rate of customer adoption

    Sales and marketing strategies

    Market Type Drivers

  • Rate of customer adoption

    Sales and marketing strategies

    Cash requirements

    Market Type Drivers