Customer and Solution
Overview
- Differentiate between a customer and a consumer
- Learn about the different market types and their specific requirements
- Identify your customer segments and niche, and understand their jobs, pains, and gains
- Identify the early adopters and understand the importance of this customer segment
- Bring your customer to life by creating customer personas
- Craft your solutions using the left section of the Value Proposition Canvas by defining the gain creators and pain relievers
- Apply Outcome Driven Innovation to identify what else your product can do to get a ? wow? from the customer
Session 1: Customers and Markets (CORE) - 4 Item[s]
Customer vs Consumer: Customer: One who buys - pocket friendly Consumer: One who consumes - consumer friendly
Market Types:
- Existing Market
- Resegmented Market
- New Market
- Clone Market
Market type decides:
Market | Sales | Finance | Customers |
---|---|---|---|
Market size | Sales Model | Ongoing capital | Needs |
Cost of entry | Margins | Time to profitability | Adoption |
Launch type | Sales cycle | ||
Competitive Barriers | Chasm width | ||
Positioning |
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Session 2: Identify Your Customer Segment and Niche (CORE) - 5 Item[s]
Who is your customer?
- Segmentation
- Process of dividing and subdividing your customers into distinct segments having similar needs, wants, or demands.
- Targeting
- Target marketing is deciding which potential customer segments your idea or your product/service will focus on
Segmentation by:
- Geography: Towns/Cities/Countries/…
- Demographics: Gender/age/Religion/Occupation/Education/Income/…
- Psychographics: Lifestyle segmenation based on interest and activities. Ex: For health conscious people
- Behavior: Patterns of use/price. Starbucks for regular people.
- Benefits: Cream focussing on Aging/Glow/Acne/Nourishment/…
Who to sell?
- Mass market
- Single market
- Several market
- Niche - Cater to specific needs of tighly defined customers, Less competition with big players
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Why Niche Marketing?
- Allows sensible use of limited resources
- Identify clients easily
- Easily become the expert
- Obtain repeat business
- Makes marketing easy
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Session 3: Identify Jobs, Pains, and Gains, and Early Adopters (CORE) - I - 5 Item[s]
Value Proposition Design: Simple and comprehensive process of designing and testing value propositions, It takes the guesswork out and helps your create products and services that perfectly match customers’ needs and desires.
N.B. One fills one canvas for each customer segment.
[RIGHT SIDE] Customer Segment:
-
Cusomer jobs: Things customers are trying to get done (from customers’ perspective).
Not all jobs are equally important. Customer may consider frequent problems more important or the problem which hinders and important outcome.
- Problem they are trying to solve
- Task they are trying to perform
- Needs they are trying to satisfy
-
Pains: Things that annoy customer before/while/after the job or prevents the customer from getting the job done. Pains describe potential bad outcome or risk related to a job get done badly or not getting it done at all.
-
Gains: Outcomes or benefits the customer wants. Gain can be highly essential or nice to have
- Expected, Required or Pleasant surprises
Prioritize the jobs importance, pain severity and gain relevance on a scale extreme and insignificant.
Example: Wedding planning - Customer segment: Couples
Customer Jobs | Pains | Gains |
---|---|---|
Organise a lovely wedding (1) | Might not have time | Someone takes care of everything (1) |
Not incur too much expense (2) | Might not be able to finish their preparation (1) | Caterers |
Impress their friends (3) | Trouble sending invites | Decorators |
Not get best price for the things they need to buy (2) | Music band | |
Getting feedbacks from friends (2) |
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Session 4: Identify Jobs, Pains, and Gains, and Early Adopters (CORE) - II - 2 Item[s]
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Session 5: Craft Your Value Proposition - I (CORE) - 4 Item[s]
[LEFT SIDE] Value Proposition
- Product and services: They create value when they are related to customer jobs, gains and pains.
- Pain relievers: Eliminate things that annoy customers. Focus on important pains and deal with them extreamely well.
- Gain creators: Create outcomes and benefits that the customer expects, desires or is surprised by.
Fit? When customer is excited about the value proposition because it addresses the important jobs, pains and gains
- Make right choice about which jobs, pains, and gains to focus on and which to let go off.
Customer Jobs | Pains | Gains |
---|---|---|
Online wedding services via app to help organise various aspects of wedding | Service management | Saving time |
An efficient wedding planner | Contracts that are signable online | Saving money |
Price comparison | Access to top-notch customer service and resources | |
Quality assurance |

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Session 7: Outcome-Driven Innovation (ODI) (FLEX) - 3 Item[s]
Outcome-Driven Innoavation: Process that helps to find out what the customers want your product to do.
- Measurable outcomes =>Innovative outcomes
Five key steps:
- Plan outcome-based customer interviews
- Capture desired outcomes
- Organize the outcomes
- Rate the importance outcomes
- Design your product
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