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Customer Development Model
Anggriawan Sugianto
Chief Technology & Operations, Suitmedia
University of Indonesia – 16 Oct 2...
Where are the customers?
Product Development
2
Product
Concept
Product
Development
Alpha/Beta
Test
Product
Launch
Customer Development
3
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
Get outside the building!
Market Type
Existing
Market
Re-Segmented
Market
New
Market
Clone
Market
Customers Existing Existing New New
Customer Needs...
Customer
Discovery
Customer Discovery
5
Verify or Pivot
Test the Solution
Test the Problem
State the Hypothesis
Customer
V...
Business Model
Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
Key Resources Chann...
Customer
Discovery
Customer Validation
7
Verify or Pivot
Develop Positioning
Sell to Visionary Customers
Get Ready to Sell...
Competitive Positioning
8
Cost
Benefits
My Company
Competitor
Group A
Competitor
Group B
Competitor
Group C
Customer Creation
Customer
Creation
9
Create Demand
Launch the Product
Position Company & Product
Get Ready to Launch
Comp...
Customer Relationship
10
Company Building
11
Fast-Response Departments
Entrepreneurial à Mission à Process
Review Management
Sell to Mainstream Cus...
4P
•  Build a good
place to work
•  Train your
employees
PEOPLE
•  Develop SOP
•  Improve business
process mgt.
PROCESS
• ...
People First
13
SEARCH EXECUTION
Start Up vs. Scale Up
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
14
Anggriawan Sugianto
anggriawan@suitmedia.com
@anggriawan
in/anggriawan
let’s discuss
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Customer Development Model

Guest Lecture in "Business Administration" course in Faculty of Computer Science, University of Indonesia, 16 October 2015.

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Customer Development Model

  1. 1. Customer Development Model Anggriawan Sugianto Chief Technology & Operations, Suitmedia University of Indonesia – 16 Oct 2015 @anggriawan in/anggriawan
  2. 2. Where are the customers? Product Development 2 Product Concept Product Development Alpha/Beta Test Product Launch
  3. 3. Customer Development 3 Customer Discovery Customer Validation Customer Creation Company Building Get outside the building!
  4. 4. Market Type Existing Market Re-Segmented Market New Market Clone Market Customers Existing Existing New New Customer Needs Performance Cost & Perceived Needs Simplicity & Convenience Already Proved Overseas Performance Better / Faster Good Enough (for Low End or Niche) Good Good Enough (for Local Market) Competition Incumbents Incumbents Other Startups Foreign Originators Risks Incumbents Incumbents & Niche Strategy Fails Market Adoption Cultural Adoption 4
  5. 5. Customer Discovery Customer Discovery 5 Verify or Pivot Test the Solution Test the Problem State the Hypothesis Customer Validation
  6. 6. Business Model Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structures Revenue Streams 6
  7. 7. Customer Discovery Customer Validation 7 Verify or Pivot Develop Positioning Sell to Visionary Customers Get Ready to Sell Customer Validation
  8. 8. Competitive Positioning 8 Cost Benefits My Company Competitor Group A Competitor Group B Competitor Group C
  9. 9. Customer Creation Customer Creation 9 Create Demand Launch the Product Position Company & Product Get Ready to Launch Company Building
  10. 10. Customer Relationship 10
  11. 11. Company Building 11 Fast-Response Departments Entrepreneurial à Mission à Process Review Management Sell to Mainstream Customers Customer Creation Company Building
  12. 12. 4P •  Build a good place to work •  Train your employees PEOPLE •  Develop SOP •  Improve business process mgt. PROCESS •  Quality management PRODUCT PROFIT 12
  13. 13. People First 13
  14. 14. SEARCH EXECUTION Start Up vs. Scale Up Customer Discovery Customer Validation Customer Creation Company Building 14
  15. 15. Anggriawan Sugianto anggriawan@suitmedia.com @anggriawan in/anggriawan let’s discuss

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