Q&A about Value Proposition Team Presentations on Opportunity Assessment Summary about Customer Segments Work for Next Week

1. LLP@Tecnico
Class 1
Opportunity Assessment
Luis Caldas de Oliveira

2. Agenda for Class 1
• Q&A about Value Proposition
• Team Presentations on Opportunity
Assessment
• Summary about Customer Segments
• Work for Next Week

3. Q&A ABOUT VALUE PROPOSITION

4. Common Errors
• More customer segments than a
Fortune 100 company
• “End users” as customer segments
• Value proposition/customer segment
mismatch
• Forget to search for a repeatable and
scalable business model

5. Market Types
• Clone Market (copy of an existing
business model)
• Existing Market (faster, better/high-
end)
• Re-segmented Market (niche,
cheaper/low-end)
• New Market (good enough, innovative)

6. Market Size
• TAM – Total
Addressable Market
• SAM – Served
Available Market
• SOM – Serviceable
and Obtainable
Market
(Target Market in
years 1, 2 & 3)

7. Common Value
Proposition Errors
• Is it just a feature of someone else’s
product?
• Is it a “nice to have” product?
• Is it a “got to have” product?
• Can it scale to a company?

8. TEAM PRESENTATIONS ON OPPORTUNITY
ASSESSMENT

10. CUSTOMER SEGMENTS

11. Value Proposition
Canvas

12. VPC – Value
Proposition
• Products and services – list all offers
• Pain relievers – values creation
• Gain creators – benefits created

13. Customer Profile

14. Customer Segments

15. Customer Jobs

16. Customer Pains

17. Customer Gains

18. VPC - Customer
Segments
• Customer jobs – what he wants to get
done
• Customer pains – undesired costs
• Customer gains – expected benefits

19. Customer Profile

20. Relevance

21. Value/Customer Fit

22. Fit?

23. 3 Types of Fit
Problem-Solution Fit
Product-Market Fit
Business Model Fit

24. NEXT WEEK

25. Presentation for Next
Class• Slide 1: Cover slide
• Slide 2: Business Model Canvas (changes marked in
red, different colors for multi-sided markets)
• Slide 3: Value Proposition Canvas (product/services,
pain relievers, gain creators, MVP)
• Slide 4: What were your experiments to test Value
Proposition
• Slide 5-n: What did you learn about Value
Proposition from the interviews (hypothesis,
experiments, results, action)

26. Before Next Class
• Talk to 10 customers about Value
Proposition
• Update LPC Narrative and Canvas
• Prepare Class Presentation
• Watch Lecture 3: Customer Segments

27. Obrigado