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LLP-AP workshop 2 – Nov 8 th 2013

LLP-AP workshop 2 – Nov 8 th 2013. Agenda 8-8.20 Intro and themes for the day 8.20-11.20 (incl . break) Teams present on progress and plans 11.20-11.50 Key themes revisited 11.50-12.00 Next steps. Lean Launchpad Roadmap. Session 1. Session 2. Session 3. Session 4.

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LLP-AP workshop 2 – Nov 8 th 2013

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  1. LLP-AP workshop 2 – Nov 8th 2013 Agenda • 8-8.20 Intro and themes for the day • 8.20-11.20 (incl. break) • Teams present on progress and plans • 11.20-11.50 • Key themes revisited • 11.50-12.00 • Next steps

  2. Lean Launchpad Roadmap Session 1 Session 2 Session 3 Session 4 Customer Discovery 1 Canvas:Value Proposition Customer Segment Get out of the bldg: Interviewing Customer Discovery 2 Canvas: Channels Cust Relationships Themes: Cust Decision Network Day in the Life Customer Ecosystem Whitespace Grid TAM/SAM/SOM Customer Validation 1 Canvas: Cust Relationships(Get-Keep-Grow) Revenue Model Cost Structure Themes: Finding Pivots Min Viable Product CustomerValidation 2 Canvas: Revenue Redux End Game Interview objectives & script Interviews “Day in the Life” Validate/Pivot/Stop Interviews Cust decision network Cust Ecosystem Whitespace Grid TAM/SAM/SOM Interviews Min. viable product Sales roadmap Test selling

  3. Themes: workshop 2 • Customer Decision networks (CD moving towards Validation) • A day in the life of your customer (Customer Discovery-CD) • Customer Ecosystem (Channels & Customer Relationships) – customer validation –CV • Competitors vs features and benefits grid: white space - CV • Market size: TAM/SAM/SOM (CV)

  4. BREAK SLIDE

  5. Customer Decision networks • Can you identify the multiple players in the customer decision network? • Their roles? • And how they inter-connect?

  6. “Service/Product” Journey • “Who Is Your Customer or Customers?” • :idea: Sketch Your Product and the People it “touches” through it’s usage. • Often it is difficult to determine who is your customer. The service journey gives you a “top level” insight.

  7. :Service Journey V0.1:

  8. MammOptics Customer Workflow Current market Insurance Mammography Radiologist Technician Hospital Administration ACOG ACS Doctor specialty committee

  9. MammOptics Customer Workflow Current market But what would happen if we replace mammography? Insurance Mammography Radiologist Technician Hospital Administration ACOG ACS Doctor specialty committee

  10. MammOptics Customer Workflow Insurance Mammography Radiologist Breast Radiologists Hospitals Technicians Loss of jobs Eliminates loss leader Puts emphasis on biopsies Loss of jobs Technician Hospital Administration ACOG ACS Doctor specialty committee

  11. MammOptics Customer Workflow Insurance Mammography Radiologist Insurance ACOG/ACS Same cost as mammography ($140) Reduced number of biopsies ($1000) Improved healthcare (mammography weak technique) Technician Hospital Administration ACOG ACS Doctor specialty committee

  12. MammOptics Hospital purchasing decision tree

  13. A day in the life of your customer(think user) • Once you’ve focused in on who your customer really is, can you describe (and sketch) a day in their life? In detail? • What do they do? How do they do it? • What are their pains? • And potential gains? • What would change if your product/service was adopted?

  14. See sketch on wine and water stress tool

  15. Customer Ecosystem (A start on channels and customer relationships) • How are you going to get to your customer? • Information • Access • Physical vs. web/mobile • Map the ecosystem for • Marketing • Sales • Distribution • Thinking about Get, Keep, Grow

  16. MammOptics A draft marketing and sales ecosystem Add their roles and connections Marketing

  17. Customer Relationship: Get–keep-grow S. Blank, B. Dorf – The Startup Owner’s Manual, 2012

  18. Competitors vs. features and benefits grid: white space

  19. MammOptics Technology Comparison

  20. Finding white space:from tech functions to customer benefits Tip 1: include substitutes as well as competitors Tip 2: think about the customer job to be done: pains removed, utility gains made Tips 3: Features are reasons to believe benefit claims

  21. Market size: TAM/SAM/SOM • TAM • SAM • SOM

  22. Market/Opportunity Analysis How Big is It?: Market/Opportunity Analysis • Identify a Customer and Market Need • Size the Market • Competitors • Growth Potential

  23. How Big is the Pie?Total Available Market Total Available Market TAM • How many people would want/need the product? • How large is the market be (in $’s) if they all bought? • How many units would that be? • How Do I Find Out? • Industry Analysts – Gartner, Forrester • Wall Street Analysts – Goldman, Morgan

  24. How Big is My Slice?Served Available Market • How many people need/can use product? • How many people have the money to buy the product • How large would the market be (in $’s) if they all bought? • How many units would that be? • How Do I Find Out? • Talk to potential customers Served Available Market SAM TotalAvailableMarket

  25. How Much Can I Eat?Target Market • Who am I going to sell to in year 1, 2 & 3? • How many customers is that? • How large is the market be (in $’s) if they all bought? • How many units would that be? • How Do I Find Out? • Talk to potential customers • Identify and talk to channel partners • Identify and talk to competitors TotalAvailableMarket ServedAvailableMarket Target Market SOM

  26. Themes: workshop 2details in readings and videos • Customer Decision networks (CD moving towards Validation) • A day in the life of your customer (Customer Discovery-CD) • Customer Ecosystem (Channels) – customer validation –CV • Competitors vs features and benefits grid: white space - CV • Market size: TAM/SAM/SOM (CV)

  27. Customer Discovery: Exit Criteria • What are our customers top problems? • How much will they pay to solve them • Does our product concept solve them? • Do customers agree? • How much will they pay • Can we draw a day-in-the-life of a customer • before & after your product • Can we draw the org chart of users & buyers

  28. Lean Launchpad Roadmap Session 1 Session 2 Session 3 Session 4 Customer Discovery 1 Canvas:Value Proposition Customer Segment Get out of the bldg: Interviewing Customer Discovery 2 Canvas: Channels Cust Relationships Themes: Cust Decision Network Day in the Life Customer Ecosystem Whitespace Grid TAM/SAM/SOM Customer Validation 1 Canvas: Cust Relationships(Get-Keep-Grow) Revenue Model Cost Structure Themes: Finding Pivots Min Viable Product CustomerValidation 2 Canvas: Revenue Redux End Game Interview objectives & script Interviews “Day in the Life” Validate/Pivot/Stop Interviews Cust decision network Cust Ecosystem Whitespace Grid TAM/SAM/SOM Interviews Min. viable product Sales roadmap Test selling

  29. Next steps • Repeat customer discovery: validate, pivot, stop • TAM/SAM/SOM • Product/Competitor grid: specify MVP • *Channels • *Customer Relationships: get, keep, grow • *Revenue Streams • *Cost structure • Moving towards customer validation • V3 canvas and improved b-model

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