1. Day 2: Product Vision

2. The product vision board

3. Product vision board

4. Target group
= who are you creating the product for
= who will use it & who will pay for it
 The right size
 Discoverable
 Specific enough / not to specific
 Several smaller groups / one large group

5. Target group
What is their gender?

6. Target group
Where do they live?

7. Target group
Are they rich,
poor or in
between?

8. Target group
Are they
trendsetters
or old-
fashioned?

9. Target groupWhat is
their age?

10. Target group
What is their
intellectual
level?

11. Needs
= which needs & wants of the target group
is your product fulfilling
 Mapped to target groups
 Dig to the most basic need (5 why’s)
 Difficult to find the exact need
 Emotion

12. Needs
Need versus want
Antibiotic - People die without it
Aspirin - Makes people feel better
Vitamin - Prevents people to get sick
Homeopathy - Makes people believe they will get better

13. Product
= what are your USP’s
 Mapped to needs & target groups
 Top 3-5 features / method
 Differentiators

14. Product

15. Value
= what is the value of your product to the
target groups (based in their needs)
 Money
 Emotion / feelings
 Business value
 Better, faster, cheaper, …

16. Value
It saves time,
better
performance

17. Value
More child
friendly than
others

18. Value
Better security,
more
thrustworthy

19. Value
More comfort,
higher usability

20. Value Cheaper, more
profits

21. Competitors and alternatives
= who will they compare you with
 Similar products / services
 How it’s done now
 Alternatives that can be used

22. Competitors and alternatives

23. Vision statement
= short sentence to give a first impression
 Granny proof!
 What – why – who – how
 1-2 sentence introduction
 Remember it
 What the world will look like if you’ve changed
it

24. Vision statement
Dyson hot + cool
Fastest whole room heating in
winter. High velocity air to
cool in summer.

25. Vision statement
iPhone 5
Loving it is easy. That’s why
so many people do.

26. Vision statement
Microsoft Windows 8
More beautiful, more flexible,
more you. And very, very
fast.

27. Questions?