This document outlines the agenda for a class on business models and customer discovery. It includes: 1) A Q&A session on the Business Model Canvas and customer discovery process, covering common errors in the BMC. 2) A discussion of different market types (clone, existing, resegmented, new) and how to determine the size of the total, served, and target markets. 3) Presentations from student teams on their work. 4) A summary of how to define a value proposition, including specifying the product/service, common mistakes to avoid, and how to test an MVP. 5) Instructions for the work to be completed before the next class, including customer interviews

1. LLP@Tecnico
Class 2
Luis Caldas de Oliveira

2. Agenda for Class 2
• QA about Business Model Canvas and
Customer Discovery
• Market Types and Market Sizes
• Team Presentations
• Summary about Value Proposition
• Work for Next Week

3. QA BUSINESS MODEL CANVAS
CUSTOMER DISCOVERY

4. Common BMC 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)
• Resegmented Market (niche, cheaper/low-
end)
• New Market (good enough, innovative)

6. Market Size
• TAM – Total Available Market
• SAM – Served Available Market
• Year1-3 – Target Market
http://www.slideshare.net/sblank/nsf-lecture-1-
bus-model-cust-dev/207

7. TEAM PRESENTATIONS

9. VALUE PROPOSITION

10. Step 1: Specification
• Product or service?

11. Common Mistakes
• Is it just a feature of someone elses
product?
• Is it a “nice to have” product?
• Is it a “got to have” product?
• Can it scale to a company?

12. Product
• Problem statement: what is the
problem?
• Technology/Market Insight: why is
this problem hard to solve?
• Market size: how big is this problem?
• Competition: what customers do today?
• Product: how to do it?

13. Step 2: What is the
MVP
• Test your understanding of the problem
• Test your understanding of the solution
• Avoid building products nobody wants

14. Test the MVP
• Landing pages
• Prototypes
• Interviews
• Surveys

15. Value Proposition
Canvas
http://businessmodelalchemist.com/blog/
2012/08/achieve-product-market-fit-with-our-
brand-new-value-proposition-designer.html

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

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

18. Value Proposition
Canvas

19. Step in Your
Customers’ Shoes

20. Rank Jobs, Pains and
Gains

21. Map Your Value
Proposition

22. Rank by Order of
Importance

23. NEXT WEEK

24. 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)

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

26. Obrigado