3. Session
Outcomes
• Get
to
know
your
UpStarter
colleagues
• Build
knowledge
base
and
experience
using
Business
Model
Canvas
(specifically
VP
&
Customer
Discovery)
in
order
to
accelerate
organizaFonal
or
project
launch
process
• Increase
comfort
with
the
use
of
business
language
in
the
social
sector
• Foster
skills
needed
to
meet
“pain”
and
“gain”
points
of
customers
and
further
develop
the
organizaFon’s
Value
ProposiFon
• Strengthen
ability
to
explain
relaFonship
(product
market
fit)
between
value
proposiFon
and
customer
segments
3
Business
Model
Canvas
4. Agenda:
Day
Two
9:00
–
9:30am
Breakfast
and
Welcome
9:30
–
9:50am
Jewish
Learning
and
Icebreaker
9:50
–
10:00am
ObjecFves
for
the
Day
10:00
–
12:30pm
Customer
Discovery
12:30
–
1:00pm
Lunch
1:00
–
2:00pm
Product
Market
Fit,
Developing
the
Pitch
2:00
–
3:00pm
Delivery,
PracFce
and
Refinement
of
the
Pitch
3:00
–
3:30pm
Develop
AcFon
Plan
3:30
Wrap
Up,
Shared
Learnings,
Up
Coming
UpStarter
Programs
4:00pm
Adjourn
4
11.
Customer
Segment
Exercise
(about
40
minutes)
11
Customer,
user
&
investor
idenEficaEon
The
goal
in
this
session
is
(1)
to
idenFfy
the
pain
and
gain
points
of
your
organizaFon’s
customer
segments
and
(2)
idenFfy
the
pain
relievers
and
gain
creators
your
organizaFon
can
deliver
for
your
customer
segments.
1.
IdenEfy
your
customer
segments
from
your
BMC
and
choose
two
high-‐value
customer
segments.
(30
min)
a.
Using
the
Value
ProposiFon
Canvas
create
a
detail
descripFon
of
the
acributes
of
each
customer,
user,
or
investor.
Write
and
sFcky
note
your
answers
to
the
quesFons
on
the
VP
canvas.
What
is
the
day
in
the
life
of
this
person?
What
is
she
or
he
thinking
about,
feeling,
doing?
b.
On
a
piece
of
flip
chart
paper
create
you
customer,
user
or
investor
archetype.
Give
her
or
him
a
name.
Draw
your
archetype
with
acributes,
help
us
visualize
and
understand
who
this
person
is.
In
some
cases
2.
Present
archetypes
of
customer
segment
back
to
the
group.
(1
Min
per
group)
12. Group
work
(about
60
minutes)
12
Customer
Discovery
Interviews
The
purpose
of
customer
interviews
is
to
“test”
the
value
of
your
product.
This
will
provide
the
data
needed
to
understand
if
your
VP
is
serving
a
Customer
Segment
or
if
you
need
to
“pivot.”
Round
Robin
Interview
of
Advisors
(4-‐5
interviews)
to
test
hypothesis.
Structure:
One
team
member
interviews
and
one
member
takes
notes
so
that
you
can
debrief
the
experience
later.
PreparaEon:
Develop
list
of
interview
quesFons
that
test
your
hypothesis
and
are
open-‐ended/indirect.
(5
minutes)
Interviews.
(5-‐10
minutes
per
customer
/
45
minutes
total)
Refinement:
Make
changes
to
Value
ProposiFon
or
Customer
Segment
based
on
interview
findings
on
VP
Canvas.
(10
min)
What
did
we
learn?
.
15. VP
refinement
&
delivery
(about
30
minutes)
15
Value
ProposiEon
Craing
&
Refinement
The
goal
in
this
session
is
to
craj
and
refine
your
Value
ProposiFon
statement
to
level
that
you
would
feel
good
sharing
it
at
a
social
event
with
a
potenFal
customer,
user,
investor
(e.g.,
cocktail
party).
Write
a
Value
ProposiEon
statement
for
a
customer
segment.
(30
min)
A
value
proposiFon
is
a
promise
of
value
to
be
delivered.
It’s
the
primary
reason
a
prospect
should
chose
you.
In
a
nutshell,
value
proposiFon
is
a
clear
statement
that
explains
how
your
product
solves
customers’
problems
or
improves
their
situaFon
(relevancy),
delivers
specific
benefits
(quanFfied
value),
tells
the
ideal
customer
why
they
should
buy
from
you
and
not
from
the
compeFFon
(unique
differenFaFon).
See
Value
Proposi5on
Template
for
example
format.
See
Value
Proposi5on
handout.
16. torgronsund.com/2011/11/29/7-‐proven-‐templates-‐for-‐creaFng-‐value-‐proposiFons-‐that-‐work/
16
Value
ProposiEon
Template
Geoff
Moore
in
Crossing
the
Chasm
suggests
a
specific
template
for
creaFng
your
value
posiFoning.
In
addiFon
to
the
first
part
below,
Moore
also
introduces
a
second
statement
focused
on
compeFFve
posiFoning.
Template
For
____________
(target
customer)
who
____________
(statement
of
the
need
or
opportunity)
our
(product/service
name)
is
____________
(product
category)
that
(statement
of
benefit)
____________
.
Sample
For
non-‐technical
marketers
who
struggle
to
find
return
on
investment
in
social
media
our
product
is
a
web-‐based
analyFcs
sojware
that
translates
engagement
metrics
into
acFonable
revenue
metrics.
IDEO
(pronounced
“eye-‐dee-‐oh”)
is
an
award-‐winning
global
design
firm
that
takes
a
human-‐
centered,
design-‐based
approach
to
helping
organizaFons
in
the
public
and
private
sectors
innovate
and
grow.
17. Group
Work
(about
20
min)
17
VP
“fit”
and
Customer
Segment
ExplanaEon
of
Value
ProposiEon
and
Customer
Segment
fit.
Develop
and
PracFce
pitch
of
product
market
“fit”
(15
min).
Structure:
Work
with
advisor
to
develop
a
short
presentaFon
(2
minutes
and
if
you
feel
creaFve
you
can
act
it,
draw
or
animate
it
in
some
way—or
just
explain
it)
that
details
out:
1. What
is
your
value
proposiFon
2. Who
is
your
customer
3. What
is
the
“fit”
and
why
will
it
be
effecFve
PracFce
Pitch/ExplanaFon
of
VP,
Cusomer
and
Fit
(5
min)
What
did
we
learn?
18. Pitch
of
VP
Customer
Fit
(about
50
minutes)
18
Value
ProposiEon
statement
The
goal
in
this
session
is
to
gain
confidence
and
pracFce
in
making
your
Value
ProposiFon
statement
publicly.
Each
organizaFon
will
present
their
Value
ProposiFon
Customer
Segment
Fit
to
the
group/
advisors.
Opportunity
for
feedback
and
clarifying
quesFons.
Pitch
ExplanaEon
of
Value
ProposiEon
and
Customer
Segment
fit.
Pitch
of
product
market
“fit”
(5-‐10
min
each)
1. What
is
your
value
proposiFon
2. Who
is
your
customer
3. What
is
the
“fit”
and
why
will
it
be
effecFve
Panel
Feedback
Share
learning
20. Group
Work
(about
30
minutes)
20
Develop
AcEon
Plan
This
is
an
opportunity
to
work
with
your
advisor
on
developing
a
90
day
acFon
plan.
Based
on
this
introducFon
to
the
Business
Model
Canvas
what
will
you
prioriFze
to
accelerate
the
growth
of
your
organizaFon.
Develop
3-‐5
goals,
metrics
of
success,
5meline
for
achieving
it.
Share
with
group.
21. Wrap
Up
9:00
–
9:30am
Breakfast
and
Welcome
9:30
–
9:50am
Jewish
Learning
and
Icebreaker
9:50
–
10:00am
ObjecFves
for
the
Day
10:00
–
10:45am
Customer
IdenFficaFon
10:45
–
12:00pm
Customer
Interviews
12:00
–
1:00pm
Lunch
1:00
–
2:30
Value
ProposiFon
crajing,
refinement
and
delivery
2:30
–
3:00
BMC
Update
3:00
–
3:30pm
Develop
AcFon
Plan
3:30-‐4:00pm
Wrap
Up,
shared
learnings,
up
coming
UpStarter
programs
4:00pm
Adjourn
21
