Presentation 2 Template - Customer Segments-Value Propositions + Interview Results.pptx

Startup UC

1. Your Company Name Here Customer Segments & Value Propositions Your Company Logo Here Team Member Names Here

2. Problem/Opportunity Statement Your Company Logo Here

3. Market Opportunity Your Company Logo Here This is a quantification of the problem/opportunity statement. It includes your best estimate of the $ available or the “ Market ” (e.g., total national or global $ potential) as well as the Total Addressable Market or TAM (e.g., a smaller market that indicates your intended initial or “beachhead” market, which will be your focus early on before you gain traction and later pursue the larger “Market” opportunity) Market size can be estimated in one of two ways: A) Using industry reports that provide totals (e.g., Healthcare services is an $X billion market, Source: S&P, Economist, D&B, Other) or B) Using a formula. You can use the same formula for calculating your Market and TAM Formula: TAM = Price OR Dollars/transaction X Number of transactions, where Number of Transactions = Frequency of transactions X Number of customers You should assume 100% market penetration in calculating your Market and your TAM (e.g., Assuming everyone you’re targeting buys from you.) Do your best to estimate your Market & TAM. This number will often need to be fine tuned as you progress. Graphics (e.g., circles) showing M arket & TAM are preferred over plain text.

4. Your Solution Your Company Logo Here Provide text description in paragraph or bullet point form of your product/service

5. Your Solution/Process Your Company Logo Here Sometimes it is helpful to map out how a customer will interact with you and your product/service, including steps in the stages of the relationship (e.g., pre-sale, adoption, use, post-sale service, etc.) This aspect of your presentation is never “one size fits”, but highly customized to your concept Often a process flow diagram with boxes and arrows is a clear way to more fully communicate your solution

6. Customer Segment(s) Your Company Logo Here Use this slide to describe at a high level your customer segments within your TAM Segment your customers using individual OR organizational demographics(e.g., income, age, gender, etc. OR company size, industry, etc.) To the degree possible, specify the estimated number of customers in each segment (Guestimates are fine for starters, but they should add up to the number of customers you estimated in your TAM.)

7. Customer Profiles Your Company Logo Here Within each target segment there may be one or more relevant customer profiles or types of customers Each profile should include a) a typical “use case”*, b) key demographic information, c) psychographics (e.g., personality, values, preferences), d) a photograph and hypothetical name, and e) specific needs they have See the Customer-Segments – Value Proposition PPTX on BB for a reminder of the pickup truck examples, which we discussed *A “use case” is a situation/setting in which the customer needs/uses your product/service While there is no perfect number of prospective customer profiles that applies to all businesses, 3-5 is often enough The key is to illustrate each segment within your TAM adequately

8. Value Propositions Your Company Logo Here In this slide, you need to list the value propositions that pertain to each customer segment This slide(s) is a key to demonstrating Product-Market fit Once you have hypothesized what each segment values (including both Gains and Pains Alleviated, your next step will be to test your hypotheses using customer interviews) There will often be differences and overlap in the Value Propositions across customer segments, per the example below A simple format for this slide is a chart like the one below: CUSTOMER SEGMENTS WITHIN TAM VALUE PROPOSITIONS Customer Segment 1 Value Proposition A Value Proposition B Value Proposition C Customer Segment 2 Value Proposition B Value Proposition C Value Proposition E Customer Segment 3 Value Proposition D Value Proposition E

9. Interview Protocol (Setting) Your Company Logo Here A brief outline of your planned approach for contacting people/businesses. This should include location, time(s) of day, day(s) of week, means of communication, and other relevant details. You may also include a list of the individuals or companies you plan to contact. The goal is to demonstrate that you have a plan in place for obtaining responses.

10. Interview Protocol (Questions) Your Company Logo Here What you plan to say to introduce yourself to a potential respondent as well as the specific questions you plan to ask. Be sure to keep order of the questions in mind; starting with more general and moving toward more specific. List all questions here…

11. Interviews – Qualitative Summary of Results Your Company Logo Here Summarize in words the key findings of your interviews Include any memorable quotes (“ “) that guided your conclusions regarding your hypothesized value propositions

12. Interviews – Quantitative Summary of Results Customer Segments Value Propositions Name of Interview Subject 1 (IS-1) IS-2 IS-3 IS-4 IS-5 IS-6 IS-7 IS-8 IS-9 IS-10 Total/ Average 1: (Name Segment Here) VP A: (Name VP Here) 1: (Name Segment Here) VP B: (Name VP Here) 1: (Name Segment Here) VP C: (Name VP Here) 2: (Name Segment Here) VP A: (Name VP Here) 2: (Name Segment Here) VP D: (Name VP Here) 2: (Name Segment Here) VP E: (Name VP Here) 2: (Name Segment Here) VP F: (Name VP Here) Your Company Logo Here

13. Conclusions/Next Steps? What implications can you draw for research related to your product/service design/features? How do you need to adjust your concept based on the findings of this research? What do you think you should do next? E.g., Types of respondents you need to collect additional data from E.g., Contacts you need to make? E.g., Revisions to your interview protocol? E.g., Things you need to learn more about in your next round of interviews? E.g., Debates you need to resolve? Your Company Logo Here

14. Questions ? Suggestions? Your Company Logo Here