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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
1
Lean Launchpad Roadmap
Customer Discovery 1
Canvas:Value PropositionCustomer Segment
Get out of the bldg:Interviewing
Customer Discovery 2
Canvas:ChannelsCust Relationships
Themes:Cust Decision NetworkDay in the LifeCustomer EcosystemWhitespace GridTAM/SAM/SOM
CustomerValidation 1
Canvas:Cust Relationships(Get-Keep-Grow)Revenue ModelCost Structure
Themes:Finding PivotsMin Viable Product
CustomerValidation 2
Canvas:Revenue Redux
End Game
Interview objectives & scriptInterviews“Day in the Life”Validate/Pivot/Stop
InterviewsCust decision networkCust EcosystemWhitespace GridTAM/SAM/SOM
InterviewsMin. viable productSales roadmapTest selling
Session 1 Session 2 Session 3 Session 4
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)
Customer Decision networks
• Can you identify the multiple players in the customer decision network?
• Their roles?• And how they inter-connect?
“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.
6
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
RadiologistMammography
MammOpticsCustomer Workflow
Current market Insurance
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
RadiologistMammography
MammOpticsCustomer Workflow
Current market
But what would happen if we replace mammography?
Insurance
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
Radiologist
Mammography
MammOpticsCustomer Workflow
Breast Radiologists
Technicians Hospitals
Loss of jobs
Loss of jobs Eliminates loss leaderPuts emphasis on
biopsies
Insurance
ACOGACS
Doctor specialty
committee
Hospital Administrati
on
Technician
Radiologist
Mammography
MammOpticsCustomer Workflow
InsuranceSame cost as mammography
($140)Reduced number of biopsies
($1000)
ACOG/ACSImproved healthcare(mammography weak
technique)
Insurance
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?
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
Market Adoptio
n
Key Opinion Leaders (KOLs)
Medical Journals
Continuing Medical
Education
Conferences
Breast Cancer Advocacy Groups
American College of
Obstetricians and
Gynecologists (ACOG)
MammOpticsMarketing
A draft marketing and sales ecosystemAdd their roles and connections
MammOpticsTechnology Comparison
RiskInvasiveness
Resolution
False Pos.
False Neg.
Device Cost
Time Require
d
MammOptics
Mammography
High High .6 cm 25% 30% 20-50k 20 min.
MRI Medium Medium .1 cm 70% 5% 1000k 45 min.
Ultra-Sound Very Low Very Low >.6 cm >30% >40% 5-15k 20 min.
Finding white space:from tech functions to customer benefits
feature feature feature feature
(benefit) (benefit) (benefit) (benefit)
US
Comp 1
Comp 2
Comp 3
Sub 1
Sub 2
Sub 3
etc
Tip 1: include substitutes as well as competitorsTip 2: think about the customer job to be done: pains removed, utility gains madeTips 3: Features are reasons to believe benefit claims
Market/Opportunity Analysis
How Big is It?: Market/Opportunity Analysis– Identify a Customer and Market Need– Size the Market– Competitors– Growth Potential
How Big is the Pie?Total Available Market
Total Available MarketTAM
• 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
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
MarketSAM
TotalAvailableMarket
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 Target
MarketSOM
ServedAvailableMarket
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
Lean Launchpad Roadmap
Customer Discovery 1
Canvas:Value PropositionCustomer Segment
Get out of the bldg:Interviewing
Customer Discovery 2
Canvas:ChannelsCust Relationships
Themes:Cust Decision NetworkDay in the LifeCustomer EcosystemWhitespace GridTAM/SAM/SOM
CustomerValidation 1
Canvas:Cust Relationships(Get-Keep-Grow)Revenue ModelCost Structure
Themes:Finding PivotsMin Viable Product
CustomerValidation 2
Canvas:Revenue Redux
End Game
Interview objectives & scriptInterviews“Day in the Life”Validate/Pivot/Stop
InterviewsCust decision networkCust EcosystemWhitespace GridTAM/SAM/SOM
InterviewsMin. viable productSales roadmapTest selling
Session 1 Session 2 Session 3 Session 4