Q&A about Value Proposition Team Presentations: Value Proposition Findings Summary about Customer Segments Work for Next Week

1. LLP@Tecnico
Class 3
Luis Caldas de Oliveira

2. Agenda for Class 3
• Q&A about Value Proposition
• Team Presentations: Value Proposition
Findings
• Summary about Customer Segments
• Work for Next Week

3. Q&A VALUE PROPOSITION

4. 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”.

5. What we want to avoid
Market
Your
solution
Costumer
Job or
Problem

6. 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

8. Two Steps
Validate
the
problem
Validate
the
solution

9. Do you have a problem
with X?

10. Tell me about X?

11. Do you think it’s a
good idea?

12. Would you buy a product
which solved this problem?

13. How do you currently
deal with this problem?

14. Talk me through the last
time you had this problem.

15. How much would you pay
for this?

16. How much money does
this problem cost you?

17. Who else should I talk to?

18. Good
Did or do
Don’t assume
Don’t ask for opinions
Let them speak about examples or experiences

19. The Mom Test
“Ask in a way that your
mother could tell you
that your product is
useless. Without her
knowing.”
Rob Fitzpatrick

20. Presentation Format
• List the experiments (slide 4)
• Describe the experiments (slide 5-n)
• What we thought (hypothesis)
• What we did (experiment)
• What we found (results)
• What we are going to do next (action)

21. Waterfall vs Agile
Waterfall: founders assume they understand
the customer problem and they specify a
solution (spec sheet)
Agile: use MVPs to find the “Minimum Feature
Set”

22. Value Proposition

23. Value Proposition
Canvas
• 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

24. Trigger Questions

25. 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?

26. Trigger Questions

27. 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?

28. Customer Segments

29. Goal

30. TEAM PRESENTATIONS: VALUE
PROPOSITION

32. CUSTOMER SEGMENTS

33. Customers
• Which customers and users are you
serving?
• Which jobs do they really want to get
done?

34. Hypotheses
• Problem
• Customer
• User
• Payer

35. Types
• B2B (Business to Business): use or buy
inside a company
• B2C (Business to Consumer): use or buy by
consumers
• B2B2C: sell a business to get to a consumer
or other multi-sided markets

36. B2B
• What are the company needs?
• What is the market?
• Who is the customer in a company?
• How does the company buy?
• How do they hear about you?

37. B2C
• What the consumer needs?
• What is the market?
• Do they buy it for themselves? Need
approval?
• How the consumer decides to buy?
• What is the sales channel?

38. Multi-Sided Markets
• Who is the customer?
• Value proposition for each customer?
• Revenue stream for each customer?
• Some segments may not exist without
others?
• Which segment to start?

39. Wireframe MVP
Manage &
condense
Analyze & derive
insights
Sh
are
Video
montag
e
Uplo
ad
Collect
& tag
researc
h
media

40. Physical prototypes help!
• Handing dentists a crude clay mockup got us better, more
actionable feedback
• A great way of gauging whether new functionality satisfies a need

41. NEXT WEEK

42. Presentation for Next
Week
• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in red,
different colors for multi-sided markets)
• Slide 3: Value Proposition Canvas (product/services, pain
relievers, gain creators, MVP)
• Slide 4: How do customers solve the problem today?
How does your value proposition help?

43. Presentation for Next
Week (cont.)
• Slide 5-n: What did you learn about your Customers:
hypothesis, experiments, results, action
• Slide n+1: Diagram of customer workflow
• Slide n+2: Customer archetype

44. Before Next Class
• Talk to 10 customers about Customer
Segments
• Update LPC Narrative and Canvas
• MVP: site or wireframe (web/mobile),
prototype, model, crowdfunding (physical
product)
• Prepare Class Presentation
• Watch Lecture 4: Channels

45. Obrigado