This document contains the presentation slides for a talk on high-tech entrepreneurship given by Salvatore Modeo. It covers key topics such as coming up with an idea, developing a vision and mission statement, creating an elevator pitch, forming teams, creating a value proposition canvas to understand customer needs, and performing a market analysis. The slides provide examples and exercises for attendees to work through these concepts for their own business ideas.

1. Bari, 18/01/2018
Speaker
Ing. Salvatore Modeo
Salvatore.modeo@gmail.com
29/01/18 #Bo+egheHighTech 1

2. Chi sono!
29/01/18 Copyright © 2015 - All Rights Reserved 2
Educazione
Attitudini
Competenze
LM in Ingegneria Gestionale (2011),
Isufi Licenza in e-Business (2011),
Master in Innovation Management
(2014), PMP (2014).
CEO & Co-founder MRS srl (2011),
Fondatore The Qube (2013), Vinoled
SRL (2014), CdA Confcommercio Lecce
(2013), Officine Cantelmo (2015),
Molo12 (2017).
Problem Solving, Innovazione,
Intraprendenza, Leadership,
Comunicazione, Equilibrio, Strategia,
Curiosità.

3. Argomenti di oggi!
29/01/18 #Bo+egheHighTech 3
Idea
Value
Proposition
Analisi di
mercato

4. 1. Idea
29/01/18 #Bo+egheHighTech 4

5. Idea!
29/01/18 #Bo+egheHighTech 5
Qual è il valore di un’idea?
(scrivetelo su un pezzo di carta)

6. Da dove nasce?!
29/01/18 #Bo+egheHighTech 6
Vision Mission

7. Vision!
Perché lo stiamo facendo?
29/01/18 #Bo+egheHighTech 7

8. Una buona Vision!
• Corta
• Facile da capire
• Diventa attuale in meno di 5 anni
• Persistente (dura per decenni)
Esempio:
Un computer per ogni singola postazione
d’ufficio. [Microsoft, 1975]
29/01/18 #Bo+egheHighTech 8

9. Mission!
• Cosa stiamo facendo?
• Per chi?
Esempio:
Sviluppare un sistema operativo facile da
usare per ogni vendor di piattaforma
hardware. [Microsoft, 1975]
29/01/18 #Bo+egheHighTech 9

10. Elevator Pitch (EP)!
29/01/18 #Bo+egheHighTech 10

11. Esercitazione!
Tempo: 10 min
Attività:
Scrivere un Elevator Pitch su questo modello:
Per (CLIENTE) che ha (PROBLEMA), il (NOME
PRODOTTO) è un (CATEGORIA) che offre (BENEFICIO).
A differenza di (COMPETITOR), il prodotto è migliore
perché (DIFFERENZA).
Risultato:
Elevator Pitch della propria idea.
29/01/18 #Bo+egheHighTech 11

12. Team!
29/01/18 #Bo+egheHighTech 12

13. Esercitazione!
Tempo: 20 minuti
Attività:
1. Formare 10 gruppi
Note: non ci possono essere studenti della stessa
facoltà all’interno dello stesso gruppo.
2. Presentarsi e presentare la propria idea.
3, Scegliere un’idea per gruppo.
Risultati:
Nome Gruppo, Nome Idea, EP
29/01/18 #Bo+egheHighTech 13

14. 2. Value Proposition Canvas
29/01/18 #Bo+egheHighTech 14

15. #1
STARTUP
MISTAKE
Building
Something
Nobody Wants

16. Value Design Process
Extract
Hypothesis
Prioritize
Hypothesis
Design
Tests
Prioritize
Tests
Run
Tests
Capture
Learnings
Make
Progress
our focus

17. Value Proposition Canvas (VPC)

18. 9building
blocks Business Model Canvas

19. Business Model Canvas

20. The set of value proposition
benefits that you design to
attract customers
The set of customer
characteristics that you
assume, observe and verify
in the market
FIT?
Value Map Customer Profile

21. Customer ProfileValue Map
jobs
pains
gains
gain creators
pain relievers
products &
services
Value Proposition Canvas (VPC)

22. Customer ProfileValue Map
PRODUCT INSPIRED INNOVATION

23. Customer ProfileValue Map
CUSTOMER INSPIRED INNOVATION

24. Customer Profile Overview
1
Download the
Customer Profile
Canvas
2
Grab a Set of
Small Sticky
Notes
3
Map Out Your
Customer
Profile
Visualize what matters to your
customers in a sharable format
1 page actionable
customer profile
OBJECTIVE: OUTCOME:

25. Choosing a
Customer Segment

26. Definition:
Customer Segment
The groups of people or organizations
who share similar characteristics that you
aim to reach and create value for them

27. MARKET SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS PSYCHPGRAPHICSBEHAVIORAL
Age
Gender
Income
Marital
Status
Ethnic
Background
Activities
Personality
& Values
Attitudes
Benefits
Usage Rates
Local
Patterns
National
International
Regional

28. Taxi Passengers in Amman, Jordan
1. Customer Segment
Taxi Passengers in Amman, Jordan

29. 2. Customer Jobs
Find Taxi
Give
directions
Pay
Call Taxi
What customers are trying to get done?

30. 3. Customer Pains
Find Taxi
Give
directions
Pay
Wait a
long time Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Call Taxi
What annoys the customer before,
during & after getting job done

31. 4. Customer Gains
Find Taxi
Give
directions
Pay
Wait a
long time Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
What outcomes & benefits customers
want?

32. 5. Ranking
Find Taxi
Give
directions
Pay
Wait a
long time Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
What is the customer priority?

33. Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
5. Ranking What is the customer priority?
Ranked
Ranked
Ranked

34. Customer Profile Summary
1
Select
customer
segment
2
Identify
customer
Jobs
3
Identify
customer
pains
4
Identify
customer
gains
5
Prioritize
jobs, pains
& gains
Visualize what matters to your
customers in a sharable format
1 page actionable
customer profile
OBJECTIVE: OUTCOME:

35. Value Map Overview
2
Download the
Value Map Canvas
3
Grab a Set of
Small Sticky
Notes
4
Map out how you
create value for
your customers
Describe explicitly how your
products and services create value
1 page map of value
creation
OBJECTIVE: OUTCOME:
1
Grab the Customer
Profile you previously
completed

36. 1. Products & Services
Taxi
Smartphone
App
What you offer customers
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi

37. 2. Pain Relievers
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
How exactly your products and services
alleviate specific customer pains
Instant
booking
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi

38. 3. Gain Creators
Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional
drivers
Visual Map
Rating
System
How your products and services create
customer gains
Instant
booking
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi

39. Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional
drivers
Visual Map
Rating
System
Instant
booking
Products & Services
Rank products &
services from nice
to have to essential
Pain Relievers
Rank pains from nice
to have to essential
Gain Creators
Rank gains from nice
to have to essential

40. Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional drivers
Visual Map
Rating System
Instant
booking
Products & Services
Rank products &
services from nice
to have to essential
Pain Relievers
Rank pains from nice
to have to essential
Gain Creators
Rank gains from nice
to have to essential
RANKED

41. Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional drivers
Visual Map
Rating System
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
Instant
booking
Ranked VPC

42. Value Map Summary
1
List products
and services
2
Outline pain
relievers
3
Outline gain
creators
4
Rank by order
of importance
Describe explicitly how your
products and services create value
1 page map of value
creation
OBJECTIVE: OUTCOME:

43. Fit Overview
Verify if you are addressing what
matters to customers
Connection between your
products and services and
customer jobs, pains, and gains
OBJECTIVE: OUTCOME:
1
Bring in the Value Proposition Map and
Customer Segment Profile you completed
earlier.
2
Go through Pain Relievers and Gain Creators
one by one, and check to see whether they fit
a customer job, pain, or gain.
3
Put a check mark on each one that does.

44. Taxi
Smartphone
App
No Cash
Assigned
driver
Cost
System
Save Time
Professional drivers
Visual Map
Rating System
Find Taxi
Give
directions
Pay
Wait a
long time
Compete with
other customers
Overcharged
by Taxi
Unsafe
driver
Easy
payment
Fair price
Arrive on
time
professional
Call Taxi
Instant
booking
Taxi Smartphone Application

45. Test Your Customer Assumptions
Best Fit
wrong
assumptions!
Customer

46. Adjust &
Redesign

47. Best Fit
1
2
n

48. Strategyzer.com/vpd
Taxi Smartphone App
Taxi passengers
book a taxi
minimizing waiting time for a taxi
enjoying affordable prices
Typical taxi services by phone
ad-lib
VALUE
PROPOSITION
TEMPLATE

49. SUMMARY
The Value Proposition Canvas (VPC)
helps clarify the customer needs & how
to create value for them
Extract value
propositions using
ad-libs
Take insights and
update VPC
Validate by talking
to customers
1.
3.
2.
4.

50. Esercitazione!
Tempo: 60 minuti
Attività:
1. Lavoro di gruppo.
2. Strutturare il Value Proposition Canvas per
la propria idea
Risultati:
VPC
29/01/18 #Bo+egheHighTech 19

51. 3. Analisi di mercato
29/01/18 #Bo+egheHighTech 20

52. Quale mercato?!
29/01/18 #Bo+egheHighTech 21

53. Stima del Mercato!
TAM – Total Addressable Market
29/01/18 #Bo+egheHighTech 22
Esempio
Il mercato dei
gelaS in USA
(10bn$)
Report & DaS
Disponibili
Analisi
Bo+om-Up*

54. Stima del Mercato!
SAM – Served Available Market
29/01/18 #Bo+egheHighTech 23
Esempio
I gelaS nei
supermercaS USA
(6 bn$)
Business
Model

55. Stima del Mercato!
SOM – Serviceable Obtainable Market
29/01/18 #Bo+egheHighTech 24
Esempio
I gelaS nei
supermercaS di NY
(240 M$)
Business
Plan

56. Alcuni Strumenti!
Per la raccolta di dati di mercato con
approccio Bottom-Up è possibile strutturare
un questionario con uno dei seguenti
strumenti:
29/01/18 #Bo+egheHighTech 25

57. Esercitazione!
Tempo: 30 minuti
Attività:
1. Identificare TAM-SAM-SOM
2. Realizzare un mini questionario con tre
domande utilizzando uno dei tre tool.
Risultati:
Simulazione di un’analisi di mercato.
29/01/18 #Bo+egheHighTech 26

58. Riferimenti!
Slideshare
The Qube
29/01/18 #Bo+egheHighTech 27
Laboratorio dal Basso
Startup Just Do It

59. Contacts!
29/01/18 #Bo+egheHighTech 28
www.theqube.eu
facebook.it/theqube.it
twi1er.com/the_qube
slideshare.net/theqube
info@theqube.eu