Yuriy Hnatyuk Language: English People buy products and services to get their jobs done: move from one place to another, communicate with a friend, find a new job, have fun and many more. When it comes to innovation, the job, not the product, must be analyzed and lead us to new product development. By understanding customer jobs we can identify critical to customer unmet needs and design truly disruptive solutions with much better value proposition. At my session I will show how this methodology works using my start up as an example. [67jobs.com, Recruitment platform for high paid software engineers]

1. BUILD PRODUCTS THAT
CUSTOMERS WANT TO
BUY.
Yuriy Hnatyuk , 67jobs.com

2. So many ideas…
Idea > Product > Market >
Customer
Idea > Customer >Product > Market
Product > Idea > Customer >Market
Customer > Idea > Market > Product
• Endless supply of “great”
ideas,
• Another product that don’t
make difference,
• Customers don’t come,
• Market is not ready…

3. Market : Needs : Strategy : Ideas :
Product

4. Market
 People buy products or services to get jobs done.
(Outcome Driven Innovation by Anthony W. Ulwick)
Analyzing JOBS OUTCOMEs we can understand what UNMET and UNDERSERVED
customer NEEDS are
 Pick the Right Market
 Market potential – Number of job executors willing to pay to get the job
done better
(By ministry of Economics)
 Poland: IT Market: 30 billions zł, 9 000 companies, 400 000 employees, plan to hire 50K
engineers
 In Europe plan to hire 270K + engineers
 Strong Employee market

5. High Level Customer Jobs
(Needs)
 Company: Hire a software engineers
Desired outcome: Hire people with right
professional and inter-personal skills on time and
within budget.
 Engineer: Get a good job
Desired outcome: professional growth, well paid,
great team and competent managers.

6. Strategy
Low Cost
Disruption
Radical
Disruption
Sustaining
Product
Improvement
Dissatisfaction of getting the Job done
InabilityoftheCurrentSolutionto
AddressCustomerneeds

7. SCORE = IMPORTANCE +
MAX(IMPORTANCE -
SATISFACTION, 0)
7
Boiling ‘Jobs’ Down To Outcomes [Job Map]
Cod
e
Name Imp
. %
Sat.
%
Typ
e
Score
Define (Goals & plan resources)
D1 Maximize probability of predicting who needs
to be hired (set requirements)
70 70 A 70
D2 Minimize budget allocated to recruitment
process
80 30 U 130
D3 Maximize ability to find right sources of
potential candidates
80 20 U 140
Locate (Gather info needed to do job)
L1 Maximize chances to reach right candidates
(skills, location) on time
80 25 U 145
L2 Maximize knowledge about potential
candidates availability (Skills, Location)
70 60 A 80
Prepare (Set up environment to do job)
P1 Maximize chances of having right tools to
select and hire engineers
60 25 A 95
P2 Maximize proper communication with
candidates
60 80 O 60
P3 Maximize chances of getting right partners to
support the hiring process
40 60 O 40
P4 Maximize company brand recognition among
potential candidates
80 60 U 100
Confirm (Verify that ready to do job)
C1 Maximize chances to have right pool of
potential candidates on time
90 30 U 150
C2 Minimize engaging with poor candidates 60 30 A 90
Cod
e
Name Imp
. %
Sat.
%
Type Scor
e
Execute (Carry out job)
E1 Maximize ability to complete successfully
hiring process on time
70 40 U 100
E2 Maximize ability to send personalized
invitations to candidates
68 15 U 121
E3 Maximize respond rate from contacted
candidates
80 40 U 120
E4 Minimize time required to filter candidates 50 60 O 50
E5 Minimize chances of falling for hidden
charges
70 70 A 70
Monitor (Asses if job successfully executed)
M1 Maximize chances of candidate joining
company 80 70
A 90
M2 Minimize chances of hiring wrong people 80 35 U 125
Alter (Make alterations to improve
execution)
A1 Minimize costs of poor recruitment
80 50
U 110
A2 Maximize possibility to change recruitment
process in future 75 75
A 75
Finalize (Finish or prepare to repeat job)
F1 Minimize chances of falling for extra/hidden
/unwanted charges 70 80
O 70
F2 Maximize ability to repeat success
85 40
U 130
TYPE : Appropriately served, Underserved, Over served
“Need to hire a Software Engineer”

8. Over Served
Appropriately Served
The BIG Picture
8
Satisfaction
Low Importance
Under Served
“Need to hire a Software Engineer”
0
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
M2
D2 C1
M1
E
3
F2
A1
P4
E1
P1
L2
D1
P2
C2
E2
E2
E4 E5
A2
F1
P3
L1
D3

9. SCORE = IMPORTANCE +
MAX(IMPORTANCE -
SATISFACTION, 0)
9
Boiling ‘Jobs’ Down To Outcomes
Cod
e
Name Imp
.(%)
Sat.
(%)
Typ
e
Score
Define (Goals & plan resources)
D1 Maximize understanding what a good job is 70 50 A 90
D2 Maximize ability to find right companies 90 40 U 140
D3 Maximize plans when to move to a new job 30 20 U 40
Locate (Gather info needed to do job)
L1 Maximize knowledge about compensation levels 70 70 A 70
L2
Maximize knowledge about potential job
opportunities
80 40 U 120
Prepare (Set up environment to do job) 0
P1
Maximize chances of having good CV and cover
letter
70 20 U 120
P2
Maximize chances to allocate enough time for
interviews
80 20 U 140
Confirm (Verify that ready to do job)
C1
Maximize chances to set up interviews with
companies
55 20 U 90
C2 Minimize engaging with poor companies 70 30 U 110
Cod
e
Name Imp
.
Sat. Type Scor
e
Execute (Carry out job)
E1
Maximize ability to complete successful
interviews
70 40 U 100
E2
Maximize ability to negotiate salary, other
benefits and start day
70 60 A 80
Monitor (Asses if job successfully executed) 0
M1 Minimize chances of joining wrong company 80 50 U 110
Alter (Make alterations to improve execution)
A1 Maximize possibility to renegotiate salary 40 30 A 50
A2 Maximize possibility to change company 30 45 O 30
Finalize (Finish or prepare to repeat job)
F1
Minimize chances of falling for extra/hidden
/unwanted charges
20 80 O 20
F2 Maximize ability to keep process anonymous 85 60 U 110
TYPE : Appropriately served, Underserved, Over served
“Get a Good Job”

10. Idea prioritization
 IDEA type: Platform, Biz Model, Features, Go to Market
 Criteria: Cost, Effort, Risk
# Idea Description Opportunity to pursue Idea
Type
Cost Effort Risk Priority
Reach passive job seekers
by paying high referrer
bonuses
Company: L1, D3 Go to
Market,
Biz
Model
High High Low High
Compensate candidate
interview time
Company: D3, L1, E3,
Candidate D3, P2
Biz
Model
High Low Low Mid
Write candidate
professional profile
Company: M2,
Candidate: D2, D3, P1, F2,
C2, E1
Platform Mid/Lo
w
Mid Low High
Build SAAS platform to
facilitate candidate centric
anonymous process
Company: D2, P4, F2
Candidate: D2, L2, F2, C1,
C2, E1
Platform,
features
High High High High
Work only with
experienced candidates
Company: L1, M2,
Candidate: E1, E2, M1
Biz
Model
Mid Mid Mid Mid
Introduce subscription
payment model and money
back warranty
Company: D2, A1,
Candidate:
Biz
Model
Low Low Low High
Crowd source writing
professional profile and
initial candidate evaluating
to engineering community
Company: D2, M2
Candidate: P1
Feature Mid Mid Mid Mid

11. Strategy
Low Cost
Disruption
Radical
Disruption
Sustaining
Product
Improvement
Dissatisfaction of getting the Job done
InabilityoftheCurrentSolutionto
AddressCustomerneeds

12. Last slide
That was theory.
Only right execution may turn it into a success.
67jobs.com