Example on pivot, being based on world economy insight.

1. BikeepCity bike storage

2. Problem
More convenient way of storage is needed

3. Value Proposition
Personal locker for bike storage

4. Customer Segment
City and suburb residents, sportsmen

5. Local information (Lviv)

6. Our investigation

9. TAM 127 000
SAM 78 100
SOM 60 000

10. VALUE
PROPOSI
TION
CUSTOMER
SEGMENT /
/
GAIN / PAIN
PRODUCT
FIT
MVP

11. VALUE PROPOSITION
CHECK POINT INDICATOR PRICE
LOCATION
Business
centers
UAH 500 per month
Residential
complexes
No limits. Cooperation with
Management Companies
City (Lviv) Ready to cooperate. Depends on
needs of customers.
DELIVERY Individuals UAH 100 – 150 per order
PRODUCTION
Foreign
companies
USD 3 000 for double locker
Ukrainian
producers
Pending

12. Hypothesis investigated in Customer segment
Interviewed – 54
E-mails received – 11
People who have a problem with storage – 55%

13. DAY 3
PIVOTS WORK!!! PLEASE MEET OUTSTORE 

14. 31 responses
11 emails received

15. Customer Profile
Men and women (50% and 50%) - Family
Age - 25-45

18. What do you want to keep there?
Bicycle - 54 %
Ski equipment - 22%
Household goods - 50%
Other - 29%

19. DAY 4
DO WHAT YOU HAVE NOT DONE YET!

20. OutStore Team
Responses received- 110
E-mails received- 45

21. What do you want to keep there?
Bicycle- 75%
Ski equipment -29%
Household stuff- 48%
Other -18%

22. Customer relationship
Get Keep Grow
Outdoor Ads
SMM
Commercial
offers for building
companies
Loyalty Program
Partnership
Rewards and
discount
Related Services
(cleaning,
delivering)
Covering new
markets

23. DAY 1 – DAY 4
LESSONS WE’VE LEARNED

24. • Know customer problem. Know product features. You must be
that person as your customer!
• Understand the problem – the solution will come next!
• Test your understanding! Check hypothesis!
• Oh my God, I thought I knew all abbreviations, but not – TAM,
SAM, SOM, MVP, MKT, CAC, LTV, OEM, and you know, you are
absolutely zero in understanding the meaning of IDLE, FAIL,
END, NO 
• Validate the problem, validate the solution!
• MVP is understanding of customer’s needs, pains and gains…
• Check hypothesis!
• Ask is there a problem? Why?
• Everything you do – measure! Metrics may save your start-up!
• Do not limit your challenge, challenge your limits!