Illp 2-value-proposition
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Transcript of Illp 2-value-proposition
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iLLP@Tecnico
2 – Value Proposition Luis Caldas de Oliveira
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Agenda for Session 2
• Q&A about Customer Segments
• Team Presentations on Value
Proposition Findings
• Summary about Channels
• Work for Next Week
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Q&A CUSTOMER SEGMENTS
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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”.
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Hypotheses
• Problem
• Customer
• User
• Payer
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Customer Segments
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VPC - Customer
Segments
• Customer jobs – what he wants to get
done
• Customer pains – undesired costs
• Customer gains – expected benefits
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Customer Segments
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Common Errors on
Customer Segments • Poorly designed and vague data from
customer interviews (“they liked our
product”)
• No articulation: hypotheses/experiments
with pass/fail tests
• Confusion between
users/payers/recommenders, etc.
• No customer archetype
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Goal
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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
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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?
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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?
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One-sided Market
• Product/service serves a single class of
customers
• The value propositions does not depend
on interaction between classes of
customers
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Multi-sided Market
• Product/service serves multiple
customer classes
• Some of the value propositions depend
on interaction between multiple classes
of customers
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Customer Workflow
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TEAM PRESENTATIONS ON VALUE
PROPOSITION
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CHANNELS
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Two Questions
1.How do you want to sell your product?
1.How does your customer want to buy
your product?
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How do you want to
sell your product?
Yourself
Through someone else
Retail
Wholesale
Bundled with other products/services
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How does your customer
want to buy your
product? Same day
Delivered and installed
Downloaded
Bundled with other products/services
As a service
…
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Types of Channels
• Direct: sell it yourself
• Indirect: OEM, VAR, Reseller,
Distributor
• Licensing: they make it and sell it
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The Channel can be
the customer
• Products embedded in others (OEM –
original equipment manufacturer)
• Products resold by others (VAR – value
added reseller)
• Products distributed by others
(Distributor)
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Channel Economics
• Commission
• Percentage of sales price
• Discounted pre-purchase
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Channel Economics:
Distributor/Reseller
SG&A – selling, general and administrative expenses
R&D – research and development expenses
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Book Publishing
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Book Publishing
Economics
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Channel Diagram
(Direct)
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NEXT WEEK
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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?
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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
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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
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Obrigado