problem… We had great technology, great data, great reputation as a thought leader, great expertise, great advisors, etc., but what we didn’t have was the technology or business model that solved a pain point in a scalable way.” – Treehouse Logic
An unmet need that is important to the customer, but poorly satisfied2 ? 1. Pragmatic Marketing 2. Jobs-to-be-Done theory, Clay Christensen What is a market problem?
◉ Consolidate stickies into similar groups ◉ Everyone puts a dot on the problem they deem most important ◉ Prioritize and select top need(s) ! Exercise: Define Market Problem
market problem ◉ “Achieve a gross profit margin of 60%” ◉ “Be #1 in the _______ market” ◉ “Allow users to complete _______ in under two minutes” ◉ “Increase NPS by 20%” ? What is an enterprise need?
pitch on the wall ◉ Every person writes their proposal for each section of the pitch and sticks it on the relevant paper ◉ Everyone puts a dot on the one sticky for each section they deem most important ◉ Prioritize and finalize the elevator pitch after group discussion ! Exercise: Elevator pitch
you believe to be true (assumptions) ◉ Have everyone write assumptions on stickies and put them on the wall. ◉ Everyone gets seven dots. Put them on the seven riskiest assumptions. ◉ Prioritize. These are the assumptions you will want to test first. Part 2: Write a hypothesis statement for each assumption “We believe [this statement is true]. We will know we’re [right/wrong] when we see the following feedback from the market: [qualitative feedback] and/or [quantitative feedback] and/or [key performance indicator change].” ! Exercise: Assumptions
◉ These needs can be solved with _______. ◉ My initial customers will be _______. ◉ The #1 value a customer wants to get out of my service is _______. ◉ The customer can also get these additional benefits _______. ◉ I will acquire the majority of my customers through _______. ◉ I will make money by _______. ◉ My primary competition in the market will be _______. ◉ We will beat them due to _______. ◉ My biggest product risk is _______. ◉ We will solve this through _______. ! Jeff Gothelf, Lean UX Assumption examples