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E245 Value Proposition

E245 Value Proposition. Ann Miura-Ko January 2012. Some Announcements. Asking for Email Introductions . Send the following: Name of person to whom you want an intro

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E245 Value Proposition

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  1. E245 Value Proposition Ann Miura-Ko January 2012

  2. Some Announcements • Asking for Email Introductions. Send the following: • Name of person to whom you want an intro • Why you’d like to speak to them(e.g. they lead the IT security team at HP and we believe they might be an early adopter of our technology) • What questions you’d like to ask (not the interview guide but topics to cover) • Blurb about your company

  3. Where we are…

  4. Key Questions for Value Prop • Problem Statement: What is the problem? • Ecosystem: For whom is this relevant? • Competition: What do customers do today? • Technology / Market Insight: Why is the problem so hard to solve? • Market Size: How big is this problem? • Product: How do you do it?

  5. Problem Statement • What is the problem? • How do you justify your existence?

  6. The Ecosystem (“Customers”) • Day to day users • May actually have zero influence in buying process End User Influencer / Recommender • Preferences and decisions influence or impact buying decisions Economic Buyer • The person who controls the purse strings or is in charge of the budget Decision Maker • The buck stops here

  7. The Ecosystem (The Rest) Suppliers • Entity that provides parts or services needed to manufacture your product • Group or organization that installs, distributes or sells the product in your place Channels Government • Organizations responsible for monitoring trading and safety standards related to your product Partners • Other entities that provide products related to delivery of your final product

  8. Key question to test:Is your map of the ecosystem correct and complete?

  9. Competition • What are customers doing today? • Are competitors threatening to offer better price or value? • How saturated is our market?

  10. Market Type Market Type determines: • Rate of customer adoption • Sales and Marketing strategies • Cash requirements

  11. Existing Market Characteristics: • Customers are always hungry for better performance • Incumbents exist • Usually technology driven • Positioning driven by product and how much value customers place on its features Risks: • Incumbents will defend their turf • Network effects of incumbent • Continuing innovation

  12. Resegmented Market Characteristics • Low cost provideror unique niche • Eliminates factors on which the industry competes • Raises certain factors well above industry standards Risks: • Incumbents will see this as their turf • Continuing innovation

  13. New Market Characteristics: • Customers don’t exist today Risks • “Life as is” is good enough • Sizing the market • Accessing potential customers and getting effective feedback

  14. Key question to test:How aware is your ecosystem of the existence of the problem?

  15. Technology and Market Insight Technology Insight • Moore’s Law • New scientific discoveries • Typically applies to hardware, clean techand biotech Market Insight • Value chain disruption • Deregulation • Changes in how people work, live and interact and what they expect

  16. Examples of Market Insight • People want to play more involved games than what is currently offered • Facebook can be the distribution for such games • Masses of people are more likely to micro-blog than blog • The non-symmetric relationships will allow companies and individuals to self-promote and will impact distribution • European car sharing sensibilities could be adopted in North America • People, particularly in urban environments, no longer wanted to own cars but wanted to have flexibility.

  17. Examples of Technical Insight • Topological analysis enables highly dimensional data to be analyzed without predetermining number of feature sets • Mass produced components can be used to create a miniaturized fluorescence microscope

  18. Insight Characteristics Right Wrong Biggest Potential Wins Non-Consensus Mindless Competition Consensus

  19. Types of Product Value Comes from Market Insight Comes from Technical Insight More Efficient Lower cost Better Distribution Better Bundling Smaller Simpler Faster Better Branding

  20. Key Question:Is there a reason this idea is uniquely poised to take off today?

  21. How do I test value proposition hypotheses?

  22. Define Product • Hardware • Service • Knowledge • Resources • Networks • Data

  23. Minimum Viable Product (MVP) • A product that solves a core problem for customers • The minimum set of features needed to learn from earlyvangelists • Avoid building products nobody wants • Maximize the learning per dollar spent

  24. The Art of the MVP • A MVP is not a minimal product • “But my customers don’t know what they want!” • At what point of “I don’t get it!” will I declare defeat?

  25. Testing the MVP • Smoke testing with landing pages using AdWords • In-product split-testing • Prototypes (particularly for hardware) • Removing features • Continued customer discovery and validation

  26. The Value Proposition Pivot • Originally: Craigslist for colleges • Became: Textbook rentals • Originally: Video dating site • Became: Video uploading site • Originally: The Point (Collective action site) • Became: Mass couponing site

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