Customer Zoom: Value Stream Discovery and Market Segmentation
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Transcript of Customer Zoom: Value Stream Discovery and Market Segmentation
value stream discovery and market segmentation
Wayra, Lima, Peru
March 1st, 2017
@brantcooper
@movestheneedle
SEARCHEXECUTEOn the known In the unknown
Measure tasks Measure impact
Continuous Improvement Reinvention
© Moves the Needle All rights reserved
WHAT IS LEAN?
LEAN: Reduction of waste in producing known value (Customer, problem, solution known)
LEAN STARTUP: Reduction of waste in discovering new value (Customer, problem, solution unknown)
© Moves the Needle All rights reserved
3 E’s OF LEAN INNOVATION
E
Understanding our customers deeply; their pains, passions and
desires. Developing insights.
EMPATHY
E
Translating insights into action. Reducing risks through
assumption testing.
EXPERIMENTATION
E
Making decisions quickly based on insights and actual customer
behavior.
EVIDENCE
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EMPATHY
What are different ways you can gain customer empathy – to experience and understand the world from your
customer’s perspective?
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GOAL OF EXPERIMENTATION: EVIDENCE (DATA + INSIGHTS)
DATA INSIGHTS+actual results why? why? why?
2/100 tried to give me their credit card we didn’t meet high customer expectations
9/10 provided company email address they saw we could get the job done
20/50 clicked on buy now button we think we discovered our ideal customer
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hypothesis If we do X, Y% of people will behave in way Z.
X = Business Activity (minimum viable) Y% = Target Metric Z = Customers’ Behavior
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FINDING YOUR MARKET
• Have the same problem • Speak the same “language” • Hang out together • Situations not demographics
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CUSTOMER ZOOM EXAMPLE
unique attributeslikes urban
environmentstravels for
workKind of a
hipster
goes to locals hangouts
Seeks experiences
Reads Lonely Planet books
Freddie Castle
behaviors
zoom
What’s his work environment like? Does he use online collaboration tools? Does he use offline tools?
How does he look for new tools?Always the guy to setup hangout and slack. How does he cope with the pain?
Picture NameJob Title (if applicable)
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Has great travel
experiencesmore fulfilled
saves $ on vacations
Doesn’t know how to find
places he trusts
Must feel safe
Vacation rentals hard to get; don’t fit schedule.
quality and comfort
great travel experience
PROBLEM ZOOM EXAMPLE
desired outcomes
pains & problems
zoom
How will solving problem affect the life of customer?Is there a significant time or cost impact? Is there a bigger emotional or aspirational win?
What stops the customer from behaving differently now? What obstacles need to be overcome? What are limitations of workaround?
We promise “______” We hope the outcome will be “______”
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Ability to browse
pictures of room
Ability to reserve room
Ability to get access
to room
Web Platform
Money transaction
engine
“Market place”
technology
Pictures of air
mattresses in
apartment
Be able to browse photos and look up
hosts on social media.
SOLUTION ZOOM EXAMPLE
top functionality
by what means?
zoom
What MUST be built to fulfill the promise you’re making to your ideal customer?
What backend, technology, platforms, means of distribution must be already in place or put into place to deliver functionality?
What do you believe is the minimum you can offer, for which the customer will be willing to pay? What specifically must they do the first time they attempt to achieve value you’re promising?
AWARE
Business activity: • Airbnb: Hack Craigslist vacation rental ads looking
for business travelers who want a “locals” travel experience.
Customer Behavior • Click on Craigslist ad; browse listing Metric: • Listings browsed by source
VALUE STREAM DISCOVERY AWARE
INTRIGUED
Business activities: • AirBNB: Inexpensive rooms. Have “local’s
experience.” • “Stay with a local when traveling.”
Customer Behavior • Browse FAQ or About Us Metric: • Specific web page by source. (Craigslist)
VALUE STREAM INTRIGUED
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airbnb A trusted community marketplace for people to list, discover, and book unique accommodations around the world.
TRUSTING
Business activities: • Airbnb: Read article about AirBnB • Read FAQ • Read listing reviews Customer Behavior • Click on Request to Book • Fills out account application • Supplies credit car info Metric: • Fill out application by funnel path.
VALUE STREAM TRUSTING
CONVINCED
Business activities: • Airbnb: Safety guarantees • MTN: Proposal
Customer Behavior • Reserves room Metric: • Revenue by funnel path.
VALUE STREAM DISCOVERY
HOPEFUL
Business activities: • Airbnb: Facilitate (urge) communication
between host and guest.
Customer Behavior • contacts host (guest) Metric: • Measure communications between host and
guest.
VALUE STREAM DISCOVERY
SATISFIED
Business activities: • Build MVP: Minimum functionality required to
fulfill utility promise. • 1 page web site; air mattresses; fresh towels;
breakfast
Metric: • Guest stays multiple nights • Customer comes back and rents again • Customer rents 3 night every 6 months
VALUE STREAM DISCOVERY
PASSIONATE
Business activities: • Messaging/Branding • Customer has “locals” experience
Customer Behavior • Invites friends • Fills out review • Participates in online community • Shares photos on social media Metric: • Viral coefficient
VALUE STREAM DISCOVERY
VALUE STREAM DISCOVERY
PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE
Innovation • Don’t know what value to create • Don’t know for whom • Don’t know how to execute
Hypothesize • Customer Behavior • Business Activity • How to measure
VALUE STREAM DASHBOARD
PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE
150 15 5 3 3 2 1metricbehavior Landing Page Download Req proposal Sign contract Do pre-work Sign up again Referral
activity Keynotes Content mktg
LinkedIn Webinar Referrals
Sales email Sales call Reference Collateral
Send proposal Negotiation Onsite visit
Kickoff call Pre-work doc High touch
Impact bootcamp Accelerator
Impact Co-create case study
Lead Magnet Tools
Case Studies
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CUSTOMER ZOOM EXAMPLE
unique attributeslikes urban
environmentstravels for
workKind of a
hipster
goes to locals hangouts
Seeks experiences
Reads Lonely Planet books
Freddie Castle
behaviors
zoom
What’s his work environment like? Does he use online collaboration tools? Does he use offline tools?
How does he look for new tools?Always the guy to setup hangout and slack. How does he cope with the pain?
Picture NameJob Title (if applicable)