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.

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New Market Creation

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

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