Class 2 Berkeley/Columbia Lean Launchpad Xmba 296t
1. The Lean LaunchPad Session 2: Customers, Customers, Customers & Value Proposition Professors Steve Blank,Jon Feiber, Jim Hornthal, Oren Jacob https://sites.google.com/site/xmba296t / XMBA296T
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3. VALUE PROPOSITIONS images by JAM what are you offering them? what is that getting done for them? do they care?
42. MammOptics Excursions into hospitals Leading doctors Patients Hospital Managers Technicians Debra Ikeda Jason Davies Jafi Alissa Lipson Sunita Pal 6 women >40 8 women <40 Alicia X-ray mammography Paul Billings Holly V. Gautier
46. MammOptics Private practice purchasing decision tree Private practice Faster adoption rate Attractive value proposition ✔
47. ACOG ACS Doctor specialty committee Hospital Administration Technician Radiologist Mammography MammOptics Customer Workflow Current market Insurance
48. ACOG ACS Doctor specialty committee Hospital Administration Technician Radiologist Mammography MammOptics Customer Workflow Current market But what would happen if we replace mammography? Insurance
49. ACOG ACS Doctor specialty committee Hospital Administration Technician Radiologist Mammography MammOptics Customer Workflow Breast Radiologists Technicians Hospitals Loss of jobs Loss of jobs Eliminates loss leader Puts emphasis on biopsies Insurance
So why are we going to spend a valuable two hours talking about what type of market we are in? What possible relevance can it have to how we set up our company and bring our product to market? - Anyone?
In looking at how companies succeed and fail, their success tends to be organized around groupings of customers and markets. More importantly it is how these groupings of customers view their needs and how your new product satisfies those needs
Each “type of market” is radically different Different ways to size the market opportunity Different sales costs Different demand creation costs Different time to liquidity Very different capital requirements And as we’ll see market type choices radically effect the Customer Development process.