New Market Creation
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New Market Creation

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Strategyn Founder & CEO, Tony Ulwick presents how companies can win in new markets using jobs-to-be-done thinking.

Strategyn Founder & CEO, Tony Ulwick presents how companies can win in new markets using jobs-to-be-done thinking.

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  • 1. New Market CreationHow to win in new markets usingjobs-to-be-done thinking
  • 2. Jobs-To-Be-Done Theory
  • 3. People buy products andservices to get jobs done
  • 4. People want to get thewhole job done ...
  • 5. ... on a single platform
  • 6. Will pay more ...to get the job done better
  • 7. Insight into a high-profit,market entry strategy
  • 8. Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • 9. Define thejob-to-be-done
  • 10. What job are people hiringmy product for?
  • 11. Adjust thetemperature
  • 12. That’s what the productdoes, but ...
  • 13. What job are people tryingto get done?
  • 14. Product-centric Customer-centricWhat job arepeople hiring myproduct for?What job is thecustomer tryingto get done?
  • 15. Adjust thetemperature
  • 16. Achieve personalcomfort
  • 17. Control a process
  • 18. Optimize processoutput
  • 19. Kill weeds
  • 20. Grow a crop
  • 21. Define the job from thecustomer’s perspective
  • 22. The entire job,not just part of it
  • 23. Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • 24. Pay more to get thejob done better
  • 25. Over servedUnder servedSatisfactionImportance
  • 26. Does this segmentexist in your market?
  • 27. Segmentation
  • 28. Traditional SegmentsVertical SizeGeography
  • 29. SatisfactionImportanceOver servedUnder servedNot Vertical
  • 30. SatisfactionImportanceOver servedUnder servedNot Geography
  • 31. SatisfactionImportanceOver servedUnder servedNot Size
  • 32. Wrong Units
  • 33. Convenient classifications donot explain differences
  • 34. Must segment aroundunmet needs
  • 35. Outcome-basedsegmentation
  • 36. Broad MarketSatisfactionImportanceOver servedUnder served
  • 37. Factor and cluster analysis:unmet needs
  • 38. SatisfactionImportanceOver servedUnder servedMarket Segments
  • 39. People will pay more to getthe job done better
  • 40. WillingnesstoPayLowHighNo. of Job ExecutorsLow High
  • 41. WillingnesstoPayLowHighNo. of Job ExecutorsLow HighNeed Curve™Currently paying to get job doneSize of market
  • 42. WillingnesstoPayLowHighLow HighNeed Curve™Increased SatisfactionPremium marketNo. of Job Executors
  • 43. People will only pay more forsignificant improvement
  • 44. WillingnesstoPayLowHighCustomer SatisfactionLow High
  • 45. Success = Know All Unmet Needs
  • 46. Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • 47. Get the wholejob done
  • 48. Products rarely get thewhole job done
  • 49. Get more of the job done
  • 50. Get it done significantly better
  • 51. Win a disproportionateshare of profits
  • 52. Starve the competitionof capital
  • 53. Raise the barrierto entry
  • 54. AdjustenvironmentMonitorconditionsMakemodificationsReturn roomto originalconditionDefinecomfortAssess theroom’scomfort levelDeterminewhatvariables toadjustDeterminewhatadjustmentsto makeAchieve personal comfort
  • 55. AdjustenvironmentMonitorconditionsMakemodificationsReturn roomto originalconditionDefinecomfortAssess theroom’scomfort levelDeterminewhatvariables toadjustDeterminewhatadjustmentsto makeThermostat
  • 56. AdjustenvironmentMonitorconditionsMakemodificationsReturn roomto originalconditionDefinecomfortAssess theroom’scomfort levelDeterminewhatvariables toadjustDeterminewhatadjustmentsto makeNest
  • 57. 7 times the price
  • 58. 5%market share
  • 59. 5%market share20%profit share
  • 60. Remove dirtfrom carpetMonitor dirtremovalAdjust dirtremoval planDispose ofdirtDeterminecondition ofcarpetAssess bestmethod toremove dirtGatherneededsuppliesSet up for dirtremovalRemove dirt from carpets
  • 61. Remove dirtfrom carpetMonitor dirtremovalAdjust dirtremoval planDispose ofdirtDeterminecondition ofcarpetAssess bestmethod toremove dirtGatherneededsuppliesSet up for dirtremovalTraditional vacuum
  • 62. Remove dirtfrom carpetMonitor dirtremovalAdjust dirtremoval planDispose ofdirtDeterminecondition ofcarpetAssess bestmethod toremove dirtGatherneededsuppliesSet up for dirtremovalDyson
  • 63. 5 times the price
  • 64. 24%market share
  • 65. 24%market share59%profit share
  • 66. Dozens ofjobs doneThousands ofjobs done
  • 67. 5 times the price
  • 68. 21%market share
  • 69. 21%market share72%profit share
  • 70. Let’s reinvent the TV
  • 71. What job are customerstrying to get done?
  • 72. Watch TV
  • 73. Get jobs done byviewing content
  • 74. View contentMonitor theviewingexperienceModifycontentselectionAssessexperienceDeterminewhat jobs theviewer wantsto get doneDeterminewhat contentwill get thejob done bestOrganize thecontent forviewingConfirmviewing planGet jobs done
  • 75. View contentMonitor theviewingexperienceModifycontentselectionAssessexperienceDeterminewhat jobs theviewer wantsto get doneDeterminewhat contentwill get thejob done bestOrganize thecontent forviewingConfirmviewing planTraditional TV
  • 76. View contentMonitor theviewingexperienceModifycontentselectionAssessexperienceDeterminewhat jobs theviewer wantsto get doneDeterminewhat contentwill get thejob done bestOrganize thecontent forviewingConfirmviewing planApple iTelevison
  • 77. 5%market share20%profit share
  • 78. Define thejob-to-be-doneDiscoversegmentGet the wholejob done
  • 79. Win big innew markets