gist bootcamp value propositions and customer segments presentation
TRANSCRIPT
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 don’t 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