6. What value do we deliver to the customer?
Which problems are we helping to solve?
Newness (cellphones)
Performance (faster PC)
Customization (Lego)
Getting the job done (Rolls Royce)
Design (Apple)
Brand/Status (Abercrombie)
Price (Free email)
Cost reduction (EasyJet)
Risk reduction (Paypal, Amazon)
Accessibility (HomeAway, Redfin)
Convenience/Usability (iPod)
7. How to reach our customers?
How are our channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
Channel Phases
Awarenes Evaluation Purchase Delivery After Sales
8. Personal assistance (store)
Dedicated personal assistance (private banking)
Self-service (Posterous)
Automated services (Amazon)
Communities (Wix, flickr)
Co-Creation (Zazzle,Youtube)
9. Asset sale (cars)
Usage fee (telecom)
Subscription fees (Netflix)
Lending/Renting/Leasing (Budget)
Licensing (Qualcomm, HBO)
Brokerage Fees (ebay, credit cards)
Advertising (Most of the Internet)
12. Optimization and economy of scale (Apple / Samsung)
Reduction of risk and uncertainty (Blu-ray, HTML 5)
Acquisition of particular resources and activities (Nokia/MS)
13. Cost-driven (easy-jet) Fixed costs
Value-driven (luxury hotels) Variable costs
Economies of scale (Walmart)
Economies of scope (McAfee)
14. The Four Steps to the
Epiphany
Customer Customer Customer
Company Building
Discovery Validation Creation
14
15. In Memory Of
$188M in 9 months
3.2M Users
Expenses: $19,000,000 per month
Revenues: $1,000,000 per months
$375M in 18 months
$81M in 9 months
pets.com
Any many others...
16. Customer Discovery
Iteration Execution
Customer Customer Customer
Company Building
Discovery Validation Creation
16
19. Who Are Your Customers?
Develop for the few
Find Your Earlyvangelist
17
20. Who Are Your Customers?
Develop for the few
Find Your Earlyvangelist
1. Has a problem
17
21. Who Are Your Customers?
Develop for the few
Find Your Earlyvangelist
1. Has a problem
2. Is aware of having a problem
17
22. Who Are Your Customers?
Develop for the few
Find Your Earlyvangelist
1. Has a problem
2. Is aware of having a problem
3. Has been actively looking for a solution
17
23. Who Are Your Customers?
Develop for the few
Find Your Earlyvangelist
1. Has a problem
2. Is aware of having a problem
3. Has been actively looking for a solution
4. Has put together a solution out of piece
parts
17
24. Who Are Your Customers?
Develop for the few
Find Your Earlyvangelist
1. Has a problem
2. Is aware of having a problem
3. Has been actively looking for a solution
4. Has put together a solution out of piece
parts
5. Has or can acquire a budget
17
25. Test and Qualify Your Hypothesis
Friendly First
Contacts
• 50 Names
• List of innovators
• “Who should I talk to?”
• 5-10 interviews
18
26. Test and Qualify Your Hypothesis
Friendly First “Problem”
Contacts Presentation
• 50 Names • Don’t Sell, Listen!
• List of innovators • Presentation:
• “Who should I talk to?” 1. problem hypothesis
• 5-10 interviews 2. available solutions
3. your solution
• Find the pain!
18
27. Test and Qualify Your Hypothesis
Friendly First “Problem” Customer
Contacts Presentation Understanding
• 50 Names • Don’t Sell, Listen! • Did we mention
• List of innovators • Presentation: pain?
• “Who should I talk to?” 1. problem hypothesis • What would make
• 5-10 interviews 2. available solutions them use it? how
3. your solution often will they use it?
• Find the pain! • How do you learn
about new products?
18
28. Test and Qualify Your Hypothesis
Friendly First “Problem” Customer Market
Contacts Presentation Understanding Knowledge
• 50 Names • Don’t Sell, Listen! • Did we mention • Become an expert in
• List of innovators • Presentation: pain?
your target market
• “Who should I talk to?” 1. problem hypothesis • What would make • Read
• 5-10 interviews 2. available solutions them use it? how
often will they use it? • Talk to people all
3. your solution the time
• Find the pain! • How do you learn
about new products? • Listen and learn
18
29. Test and Qualify The Product Concept
First Reality
Check
• Are we in the right
direction?
19
30. Test and Qualify The Product Concept
First Reality Product
Check Presentation
• Are we in the right • Don’t sell, Listen
direction?
19
31. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
19
32. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
• Ask about features
19
33. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
• Ask about features
• Discuss pricing
19
34. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
• Ask about features
• Discuss pricing
• How can you reach
them via marketing?
19
35. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
• Ask about features
• Discuss pricing
• How can you reach
them via marketing?
• Who has the
money?
19
36. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
• Ask about features
• Discuss pricing
• How can you reach
them via marketing?
• Who has the
money?
• Talk to Channel
partners
19
37. Test and Qualify The Product Concept
First Reality Product More Customer
Check Presentation Visits
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your
direction? product
• Ask about features
• Discuss pricing
• How can you reach
them via marketing?
• Who has the
money?
• Talk to Channel
partners
• Potential Advisors?
19
38. Test and Qualify The Product Concept
First Reality Product More Customer Second Reality
Check Presentation Visits Check
• Customer workflow
• Are we in the right • Don’t sell, Listen with and without your • Did they love your
direction? product product?
• Ask about features • Did they jump
• Discuss pricing over the table?
• How can you reach
them via marketing?
• Who has the
money?
• Talk to Channel
partners
• Potential Advisors?
19
39. Verify the Product
Verify the Verify the Verify the Iterate or
Problem Product Business Model Exit
20
41. Enjoy the Ride!
November 17, 2011
Tel Aviv University 22 (c) Liad Agmon, www.agmon.com
Notes de l'éditeur
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What value do we deliver to customers?\nWhich one of our customer’s problems are we helping to solve?\nWhich customer needs are we satisfying?\nWhat bundles of products and services are we offering to each Customer Segment?\n\n
Through which channels do out customer segments want to be reached?\nHow are we reaching them now?\nHow are our channels integrated?\nWhich ones work best?\nWhich ones are most cost-efficient?\nHow are we integrating them with customer routines?\n\n
what type of relationship does each of our customer segments expect us to establish and maintain with them?\nwhich ones have we established? how costly are they?\nhow are they integrated with the rest of our business model?\n
For what value are our customers really willing to pay?\nFor what do they currently pay? how are they currently paying?\nHow would they prefer to pay?\nHow much does each revenue stream contribute to overall revenues?\n
Financial: Ericsson\n
\n
Who are our key partners?\nWho are our key suppliers?\nWhich key resources are we acquiring from partners?\nWhick key activities do partners perform?\n
What are the most important costs inherent in our business model?\nWhich key resources are most expensive?\nWhich key activities are most expensive?\n
Customer validation: Finding out who the customers for your product are and whether the problem you are solving is important to them.\nCustomer validation: Build a repeatable sales road map for the sales and marketing teams that will follow later.\nCustomer creation: Create end-user demand and drive that demand into the company’s sales channel.\nCompany building: Transition from its informal, learning and discovery-oriented phase into formal departments.\n