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Hatchery Workshop Series:
Value Proposition & Customer Segment
Presented By: Piyush Gaur
Business model canvasVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Value PropositionVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Customer SegmentVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Customer ChannelsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Customer RelationshipsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Revenue StreamsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Key PartnersVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Cost StructureVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Key ResourcesVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Key ActivitiesVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
The Business Model CanvasVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #1: I know there must be people who want this, so I’ll just build it.
…no
Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #2: I’m going to find out what people really want and then build that.
HiHi
Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #2: I’m going to find out what people really want and then build that.
=
Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #2: I’m going to find out what people really want and then build that.
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Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #2: I’m going to find out what people really want and then build that.
?
Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #2: I’m going to find out what people really want and then build that.
? dhsioafpjdpsaofjsaofdasjfposafijsapodfiasfjaspofidjsaopfijasfpdoifjaspofidjsapofijdpofijaspfjapofjsadsjaiopfdjsafodsufaopdfuposacudsoacmdfupoascifduopacidfuoapicfuodiacpfupdoicajfduopaicjdfupocjdfoupiacsjfuopiscfudopixakfudopixkfdupoixakfduiopxakfudopixkfudaposkxfdupoakxfduopsxfkupsodixfkuaspoixfkudapsoxikfudpoakxfudposixfkdupaosifkxupoaxkfudoipskxupofsakxfudoipsxkfudopaiskxfudopikxfudpoaskxfudposxdfiupa
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Products vs. SolutionsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
YOUCUSTOMERS
Scenario #2: I’m going to find out what people really want and then build that.
flexibilityopenness
What should a VP tell me?VP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
1. What problem are you solving?
2. Who are you solving it for?
3. What you are building to solve it?
The Components of a VPVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
1. Product Features (benefits): Related to your VP
2. Pain Points:
3. Gain Creators: creating value to the customer/user
• Time, money, effortSavings
• Entertainment, less frustration
Feel Better
• Cheaper/better alternative
Fix Bad Solution
• Improve social status
Social Impact
Chip Chopsticks for PC GamersVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
1. Problem Statement - Greasy keyboards
2. Feature: Chopstick-style design
3. Pain Killers:
• Clean keyboard less frequentlySavings
• Don’t have to type on greasy keys
Feel Better
• Get more gaming hours per year
Less Cleaning
• Reduce key-slip mistakes by 50%
No Greasy Keys
4. Gain Creators:
Chip Chopsticks problem statementVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
While eating chips PC gamers get their keyboards greasy and make more mistakes
Problem statement
Chip Chopsticks problem statementVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
while eating chips PC gamers get their keyboards greasy and make more mistakes
Our new chopstick design saves gamers from spending time and effort on keyboard maintenance, and prevents greasy-key discomfort during gameplay.
Problem statement+ Pain Killers
Chip Chopsticks problem statementVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
while eating chips PC gamers get their keyboards greasy and make more mistakes.
Our new chopstick design saves gamers from spending time and effort on keyboard maintenance, and prevents greasy-key discomfort during gameplay.
Less time wasted on maintenance means more gameplay time, and avoiding unwanted key-grease leads to fewer accidental key slips, improving performance consistency.
Problem statement+ Pain Killers
+ Gain Creators
The Customer ArchetypeVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
• Archetype: A very typical example of a certain person (persona)
Archetype
General
Info
GainsPains
Demographics / Habits• Age, location, disposable
income, habits, etc.
What they like / value• Time with kids, travelling
the world, hobbies, etc.
What bothers them• Wasting money,
being bored, etc.
Typical Chip Chopstick GamerVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
General Info
Pains
Gains
• Aged 18-30• Above average disposable income• Game for 35 hr/week• Casually snack for 80% of time during gaming• Snack with left hand while using mouse with right
• Greasy key discomfort• Key slip mistakes• Cleaning between keys
• Being able to play more• Beating opponents• Having latest gaming tech
Ranking Pains and GainsVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
• Pains: Significance and frequency
• Gains: Personal importancee.g. Beating Opponents vs. More Playing Time
depends on motivation behind gaming
(competition vs. fun)
Lowsignificant
MediumSignificance
High Significance
Less frequent Cleaning keys
Medium Frequency
High Frequency greasy keys Key slips
3 Reasons to define your customerVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
1. Validates and evolves your understanding of the problem
2. Forces you to truly understand whoyour customers are
3. Helps you determine what features your solution should have
Do you pitch your Vision or VP?VP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Our platform provides users with the following values:
• Discovering Unique & Relevant Content. Over 215M MAUs, spanning nearly every country, provide great breadth and depth of content across a broad range of topics, including literature, politics, finance, music, movies, comedy, sports and news.
• Breaking News and Engaging in Live Events. Users come to Twitter to discover what is happening in the world right now directly with other Twitter users. On Twitter, users tweet about live events instantly, whether it is celebrities tweeting to fans, journalists breaking news, or people providing eyewitness accounts of events. Many individuals break news on Twitter first because of the unique reach and speed of distribution on our platform. Twitter is a primary source of information, enhancing the overall experience of an event by allowing users to share the experience with other users in real time.
• Participating in Conversations. Through Twitter, users not only communicate with friends and family, they participate in conversations with other people from around the world, in ways that would otherwise not be possible. In addition to participating in conversations, users can simply follow conversations on Twitter or express interest in the conversation by retweeting or favoriting.
Twitter gives everyone the power to create and share
ideas and information instantly, without
barriers
Minimal viable productVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
Step 1: Build customer archetype
Step 2: Determine (based on customer validation) features to meet minimal set of critical needs
Step 3: Build and deliver MVP
Step 4: Keep listening to customers!
Step 5: Iterate
Expanding the ArchetypeVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
• Sometimes users ≠ paying customers
• Building archetypes for both will help improve your features and branding
For Sugar-Crazed Kids: For Health-Wary Parents:
Expanding the ArchetypeVP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
• Sometimes users ≠ paying customers
• Building archetypes for both will help improve your features and branding
if you remember nothing else…VP & Customer Segment
Canvas Recap Introduction Value Prop Customers Other Info Conclusion
• Your value proposition tells me:1. The problem you solve
2. Who you solve it for
3. What you’re building to solve it
• Customer archetypes are a must:– General Info (i.e. demographics, habits)
– Pains (i.e. what bothers them)
– Gains (i.e. what they value)
Thanks for listening!