Market Type and Size

Transcription

1 Market Type and Size Luis Caldas de Oliveira Brain Writing Icon made by catkuro from 1

2 One sentence We will help our customer to solve this problem by providing this product. Examples: We will help travelers to engage with locals by providing an app to find local guides. We will help insurance companies to reduce risk and provide discounts by monitoring the way their customer drive. Rotation Icon made by mynamepong from 2

3 Discussion Icon made by ddara from Summarize Icon made by surang from 3

4 Write Icon made by Freepick from Present Icon made by geotatah from 4

5 Q&A Opportunity Assessment 5

6 Common BMC Errors More customer segments than a Fortune 100 company Value proposition/customer segment mismatch Forget to search for a repeatable and scalable business model Market Types Clone Market Existing Market Resegmented Market New Market copy of an existing business model faster, better/highend niche, cheaper/lowend good enough, innovative 6

7 Market Size Year1-3 Target Market SOM Served Obtainable Market SAM Served Available Market TAM Total Available Market 7

8 Launch Pad Central Team Presentations Canvas Hypotheses and Opportunity Assessment 8

9 Lecture Customer Development and Value Proposition 9

10 Customer Discovery Wrong: Here s what I saw, and here s more of what I saw Good: Here s what I saw, and here s what it means. What we want to avoid Your solution Market Costumer Job or Problem 10

11 Customer Development A startups don t fail because they lack a product; they fail because they lack customers and a profitable business model. Steve Blank Two Steps Validate the problem Validate the solution 11

12 Customer Discovery Death by Demo 1 Death by Demo 2 Death by Powerpoint Understanding the problem Attention to Outliers 12

13 Value Proposition Products & Services your offer to help your customer Pain Relievers what pains are alleviated by your products & services Gain Creators what gains will your products & services create to your customer Could your product or service produce more savings? make your customers feel better? offer a better solution? put an end to your customer s difficulties? eliminate risks your customers fear? wipe out negative social consequences? 13

14 Could your product or service create savings for your customer? exceed your customer s expectations? outperform current value propositions? make your customer s life easier? fulfill a desire of your customers? help make adoption easier? 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? 14

15 Product Problem statement Technology insight Market size Competition Product what is the problem? why is this problem hard to solve? how big is this problem? what customers do today? how to do it? What is the MVP? Test your understanding of the problem Test your understanding of the solution Avoid building products nobody wants 15

16 Test the MVP Landing pages Prototypes Interviews Surveys Presentation for Next Class Cover slide with number of interviews (week/total) Business Model Canvas (changes marked in red, different colors for multi-sided markets) What were your experiments to test the Value Proposition What did you learn from the interviews Propose experiments to test customer segments 16

17 Work for Next Class Talk to customers about value proposition Update narrative and canvas on the web Prepare presentation Watch Videos on customer discovery Watch Lesson 6 - Customer Segments Photo by Estée Janssens on Unsplash LL P@ Té cn ico Obrigado 17