2. Teaching Objectives
• Continue the pace of discovery, customer calls, insights and
critiques
• Make sure your team continues to:
– Annotate their Canvas on LaunchPad Central
– Update their Discovery Narrative
• Focus your main critiques on their understanding of the
value proposition
– Acknowledge that you’ve read their postings
– Comment on egregious parts of the canvas as needed
• Take their temperature
– Are they working well together?
– Any team dysfunctions (if so, LET US KNOW SO WE CAN HELP)
3. How?
• Most teams start with Value Proposition =
Feature Set
– Make sure they have articulated pain killers, gain
creators, and their Minimum Viable Product
• Use your critiques to drive them to understanding
what features solve the problems or creates the
gains
– What is the MVP that proves the value proposition?
• Start emphasizing the importance of diagrams
(draw how it works …) for each component of the
canvas
4. Common Student Errors
• Not enough customer calls
• Value data from customer calls
– “They like our features …”
• Little to no insight from the data
– “we called on 12 customers and here’s what they
said …”
• Team thinks purpose of the class is execution
of their idea vs. testing their hypotheses
5. Common Errors (2)
• Still confused about the difference between a
value proposition vs. features
– Confusing features with pain killers or gain
creators
– The Value Proposition IS NOT A SPEC SHEET!
• Did not articulate experiments to test their
hypotheses
• Did not articulate pass/fail tests for each
hypotheses
6. Take Away from Udacity Lecture
• Students (and their mentors) should
understand:
– Value Prop + Customer Segment = product/market
fit
– Customer pains and gains
– Customer “Jobs to be done”
– Customer archetypes/personas and why they are
useful
– Problem vs. Needs
7. • The difference between users, influencers,
recommenders, decision makers, economic
buyers and saboteurs
• Market Type: understanding the difference
between:
– Existing, Resegmented, New and Clone Markets
• Explain why It matters to know which one you are in
• The difference between single and multi-sided
markets
8. Why?
• Customers are the critical difference between an
idea and a successful company
• Customers need to match their value proposition
• Customer knowledge leads to an
archetype/persona
• In a multi-sided market, each side has it’s own
value prop, customer segment, revenue model
(and may have own channel and customer
relationships)