1. 25. august 2014
BEHOVSFORSTÅELSE OG IDÉUTVIKLING
Ranvir S. Rai,
Å skape ny virksomhet ÅSN1100
Kreativitet, Innovasjon og Forretningsutvikling (KIF)

2. Agenda
18. august
ƒ Introduksjon og semesterinfo
ƒ Oppgave: Utvikle forretningsidé
ƒ Veiledning
25. august
ƒ Konsept: «Jobs to be done»
ƒ Jobbe videre med
forretningsidé. Diskusjon og
veiledning

3. Kundebehov er ikke godt definert…
ƒ Everyone talks about
customer “needs”, but
there is no agreement
on what a need is –
what its purpose,
structure, content and
format should be
ƒ Without a basis for
agreement, frustration
abounds
R&D
Strategyn Cartoon - 2006
Marketing
Sales
“You have to listen to me …
I know exactly what customers want!”

4. Finnes mange definisjoner der ute
Delighters
WANTS
constraints
Specifications
BENEFITS
Solutions
N E E DS
exciters
latent needs
desired outcomes
table stakes
must haves
WISHES
CONCEPTS
expectations

5. ’Jobs to be done’ konseptet
ƒ Mange virksomheter ikke evner å se sine
produkter/tjenester fra kundens perspektiv i tilstrekkelig
grad, og reelle kundebehov blir ikke alltid fanget opp
ƒ Hvordan kan man håndtere dette?

6. ’Jobs to be done’ konseptet er enkelt, intuitivt og ofte
mer egnet enn tradisjonell markedssegmentering i
innovasjonssammenheng
ƒ Kunder kjøper ikke produkter eller tjenester, men ”ansetter” dem for å
løse oppgaver / problemer i deres liv, Foster & Kaplan (2001)
ƒ”People don’t want a quarter inch drill – they want a quarter inch hole”
(Theodore Levitt)
ƒ Det er derfor selve jobben som bør være den fundamentale enheten
for markedssegmentering og analyse

7. Find the ‘job to be done’
Quarter inch drill Quarter inch hole
Solution Problem
Demographic
s
Circumstance
What? Ws hy?

8. CASE: En fast-food kjede forsøker å øke salget av
milkshakes

12. .Then a researcher in the team redefined the
problem at hand by trying to find out what job people
were trying to get done that caused them to hire a
milkshake.

15. Consumers didn’t really care about the taste. They
needed something they can consume immediately,
with one hand, that lasts and doesn’t easily stains.
Milkshake does this job better than its competition:
donuts, bananas, bagels, etc.

17. Why focusing on the product does not (always)
work?
1.
Adding features doesn’t mean adding value.
A feature is not used in a vacuum, it has to help the user
achieve a real-life situation goal.

19. Why focusing on the product does not (always)
work?
2.
Being better than direct competitors doesn’t mean
being good or relevant.
The goal of the user (not the product) defines the
competition.

21. Why focusing on user claims does not (always)
work?
1.
What users say they want (stated preferences) is often not
what they actually choose (revealed preferences).

23. Why focusing on user claims does not (always)
work?
2.
People think in terms of existing solutions, not in terms of
goals they try to achieve.

25. Why focusing on market segments does not
(always) work?
People don’t consume by conforming to particular
segments but because they are looking for a solution.
“The fact that you're 18 to 35 years old with a college degree does not cause
you to buy a product. It may be correlated with the decision, but it doesn't
cause it.”
- Clayton Christensen

27. so
The product analysis, design and sale should focus on:
developing the product
asking what users want
matching market trends
¾understanding the job the users try to get done.

28. Hva er jobben som skal gjøres her?:

29. Hva er jobben som skal gjøres her?: Komme seg fra A til B
Providing a safer alternative for scooter families (1/2)
ƒ When Ratan Tata of Tata Group looked out over this scene, he saw a
critical job to be done: providing a safer alternative for scooter families. He
understood that the cheapest car available in India cost easily 5 times what a
scooter did and that many of these families could not afford one

30. Job to be done: Getting from A to B
Providing a safer alternative for scooter families (2/2)
ƒ Offering an affordable, safer, all-weather alternative for scooter
families was a powerful value proposition, one with the potential to
reach tens of millions of people who were not yet part of the car-buying
market. Ratan Tata also recognized that Tata Motors’
business model could not be used to develop such a product at the
needed price point

31. kunder ønsker verken produkter eller
tjenester .
De ønsker løsninger – som kan løse en definert jobb som skal gjøres
“People don’t want a
quarter-inch drill. They
hire a quarter-inch drill
because they want a
quarter-inch hole.”
–Theodore Levitt
Harvard Business
School

32. What’s unique about jobs to be done?
ƒ Puts the customer or consumer in
the center of the innovation
equation
ƒ Determines how the customer or
consumer views quality
ƒ Incredibly actionable:
ƒ Learning about barriers,
frustrations and compensating
behaviors helps identify
multiple innovation
opportunities
Understanding jobs - provides a blueprint for innovation

33. Describing a job to be done
achieve
result/solve
problem
Customer/
within
Consumer circumstances
Job statement
wants to
Examples:
• Business manager/executive: Help me increase the productivity of my
business within one year
• Working mother: Minimize the amount of time I have to spend on housework
so I can spend more time with my family
• Business manager 2; Help me improve sales by 15% - (CRM)

34. Job: Desired outcomes (=customer needs)
*Mikrobølgeovnen ble oppfunnet av Percy Spencer i 1945

35. Prioritize important, unsatisfied jobs
Important + Unsatisfied
=
Opportunity

36. Eksempel: Jobb som skal gjøres:
Komme meg fra A til B
Funksjonelle behov:
ƒMinimere tiden det tar for å komme meg fra A til B
ƒMinimere sjansen for at jeg går meg vill
ƒØke sjansen får at jeg får sett mest mulig underveis
Emosjonelle behov:
ƒØke sannsynligheten for at jeg har det gøy underveis
Sosiale behov:
įke sannsynligheten for at andre vet hvor jeg er
įke sannsynligheten for at mine venner vet hvordan jeg har det
Viktighet Tilfredshet
Ovenfor er det skissert totalt 6 behov. Man bør ha totalt sett mellom
50-150 behov definert

37. .og nå er det tid for KAHOOT!!
Æ
www.kahoot.it
passord til trådløst nettverk er Good!Times:P

38. Jobb videre med deres egen forretningsidé
ƒ Hvem er målgruppen?
ƒ Hva er hovedoppgaven som skal gjøres i jobben?
ƒ Under hvilke forhold skal den utføres i?
ƒ Hvilke behov har man når man utfører jobben?
ƒ Funksjonelle behov
ƒ Emosjonelle behov
ƒ Sosiale behov
ƒ Hvilke hindringer står i veien for at man ikke alltid klarer
å tilfredsstille behov?
ƒ Hvilke løsninger kan få jobben gjort i dag?