Value Proposition & Customer Segment

Transcription

1 Hatchery Workshop Series: Value Proposition & Customer Segment Presented By: Piyush Gaur

2 Business model canvas

3 Value Proposition

4 Customer Segment

5 Customer Channels

6 Customer Relationships

7 Revenue Streams

8 Key Partners

9 Cost Structure

10 Key Resources

11 Key Activities

12 The Business Model Canvas

13 Products vs. Solutions Scenario #1: I know there must be people who want this, so I ll just build it. no YOU CUSTOMERS

14 Products vs. Solutions Scenario #2: I m going to find out what people really want and then build that. Hi Hi YOU CUSTOMERS

15 Products vs. Solutions Scenario #2: I m going to find out what people really want and then build that. = YOU CUSTOMERS

16 Products vs. Solutions Scenario #2: I m going to find out what people really want and then build that.? dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku YOU CUSTOMERS

17 Products vs. Solutions Scenario #2: I m going to find out what people really want and then build that.? YOU CUSTOMERS

18 Products vs. Solutions Scenario #2: I m going to find out what people really want and then build that.? dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfja spofidjsaopfijasfpdoifjaspofidjsapofijdpofija spfjapofjsadsjaiopfdjsafodsufaopdfuposacu dsoacmdfupoascifduopacidfuoapicfuodiacp fupdoicajfduopaicjdfupocjdfoupiacsjfuopisc fudopixakfudopixkfdupoixakfduiopxakfudo pixkfudaposkxfdupoakxfduopsxfkupsodixfk uaspoixfkudapsoxikfudpoakxfudposixfkdup aosifkxupoaxkfudoipskxupofsakxfudoipsxkf udopaiskxfudopikxfudpoaskxfudposxdfiupa oxku YOU CUSTOMERS

19 Products vs. Solutions Scenario #2: I m going to find out what people really want and then build that. flexibility openness YOU CUSTOMERS

20 What should a VP tell me? 1. What problem are you solving? 2. Who are you solving it for? 3. What you are building to solve it?

21 The Components of a VP 1. Product Features (benefits): Related to your VP Savings Time, money, effort Fix Bad Solution Cheaper/better alternative 2. Pain Points: Feel Better Entertainment, less frustration Social Impact Improve social status 3. Gain Creators: creating value to the customer/user

22 Chip Chopsticks for PC Gamers 1. Problem Statement - Greasy keyboards 2. Feature: Chopstick-style design 3. Pain Killers: 4. Gain Creators: Savings Clean keyboard less frequently Less Cleaning Get more gaming hours per year Feel Better Don t have to type on greasy keys No Greasy Keys Reduce key-slip mistakes by 50%

23 Chip Chopsticks problem statement Problem statement While eating chips PC gamers get their keyboards greasy and make more mistakes

24 Chip Chopsticks problem statement Problem statement + Pain Killers while eating chips PC gamers get their keyboards greasy and make more mistakes Our new chopstick design saves gamers from spending time and effort on keyboard maintenance, and prevents greasykey discomfort during gameplay.

25 Chip Chopsticks problem statement Problem statement + Pain Killers + Gain Creators while eating chips PC gamers get their keyboards greasy and make more mistakes. Our new chopstick design saves gamers from spending time and effort on keyboard maintenance, and prevents greasykey discomfort during gameplay. Less time wasted on maintenance means more gameplay time, and avoiding unwanted key-grease leads to fewer accidental key slips, improving performance consistency.

26 The Customer Archetype Archetype: A very typical example of a certain person (persona) What bothers them Wasting money, being bored, etc. General Info Archetype Demographics / Habits Age, location, disposable income, habits, etc. What they like / value Time with kids, travelling the world, hobbies, etc. Pains Gains

27 Typical Chip Chopstick Gamer General Info Pains Aged Above average disposable income Game for 35 hr/week Casually snack for 80% of time during gaming Snack with left hand while using mouse with right Greasy key discomfort Key slip mistakes Cleaning between keys Gains Being able to play more Beating opponents Having latest gaming tech

28 Ranking Pains and Gains Pains: Significance and frequency Less frequent Medium Frequency Low significant Cleaning keys Medium Significance High Significance High Frequency greasy keys Key slips Gains: Personal importance e.g. Beating Opponents vs. More Playing Time depends on motivation behind gaming (competition vs. fun)

29 3 Reasons to define your customer 1. Validates and evolves your understanding of the problem 2. Forces you to truly understand who your customers are 3. Helps you determine what features your solution should have

30 Do you pitch your Vision or VP? Twitter gives everyone the power to create and share ideas and information instantly, without barriers Our platform provides users with the following values: Discovering Unique & Relevant Content. Over 215M MAUs, spanning nearly every country, provide great breadth and depth of content across a broad range of topics, including literature, politics, finance, music, movies, comedy, sports and news. Breaking News and Engaging in Live Events. Users come to Twitter to discover what is happening in the world right now directly with other Twitter users. On Twitter, users tweet about live events instantly, whether it is celebrities tweeting to fans, journalists breaking news, or people providing eyewitness accounts of events. Many individuals break news on Twitter first because of the unique reach and speed of distribution on our platform. Twitter is a primary source of information, enhancing the overall experience of an event by allowing users to share the experience with other users in real time. Participating in Conversations. Through Twitter, users not only communicate with friends and family, they participate in conversations with other people from around the world, in ways that would otherwise not be possible. In addition to participating in conversations, users can simply follow conversations on Twitter or express interest in the conversation by retweeting or favoriting.

31 Minimal viable product Step 1: Build customer archetype Step 2: Determine (based on customer validation) features to meet minimal set of critical needs Step 3: Build and deliver MVP Step 4: Keep listening to customers! Step 5: Iterate

32 Expanding the Archetype Sometimes users paying customers Building archetypes for both will help improve your features and branding For Sugar-Crazed Kids: For Health-Wary Parents:

33 Expanding the Archetype Sometimes users paying customers Building archetypes for both will help improve your features and branding

34 if you remember nothing else Your value proposition tells me: 1. The problem you solve 2. Who you solve it for 3. What you re building to solve it Customer archetypes are a must: General Info (i.e. demographics, habits) Pains (i.e. what bothers them) Gains (i.e. what they value)

35 Thanks for listening!