Digilab PoliBa
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This document contains the presentation slides for a talk on high-tech entrepreneurship given by Salvatore Modeo. It covers key topics such as coming up with an idea, developing a vision and mission statement, creating an elevator pitch, forming teams, creating a value proposition canvas to understand customer needs, and performing a market analysis. The slides provide examples and exercises for attendees to work through these concepts for their own business ideas.
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Digilab PoliBa
- 1. Bari, 18/01/2018 Speaker Ing. Salvatore Modeo Salvatore.modeo@gmail.com 29/01/18 #Bo+egheHighTech 1
- 2. Chi sono! 29/01/18 Copyright © 2015 - All Rights Reserved 2 Educazione Attitudini Competenze LM in Ingegneria Gestionale (2011), Isufi Licenza in e-Business (2011), Master in Innovation Management (2014), PMP (2014). CEO & Co-founder MRS srl (2011), Fondatore The Qube (2013), Vinoled SRL (2014), CdA Confcommercio Lecce (2013), Officine Cantelmo (2015), Molo12 (2017). Problem Solving, Innovazione, Intraprendenza, Leadership, Comunicazione, Equilibrio, Strategia, Curiosità.
- 3. Argomenti di oggi! 29/01/18 #Bo+egheHighTech 3 Idea Value Proposition Analisi di mercato
- 6. Da dove nasce?! 29/01/18 #Bo+egheHighTech 6 Vision Mission
- 7. Vision! Perché lo stiamo facendo? 29/01/18 #Bo+egheHighTech 7
- 8. Una buona Vision! • Corta • Facile da capire • Diventa attuale in meno di 5 anni • Persistente (dura per decenni) Esempio: Un computer per ogni singola postazione d’ufficio. [Microsoft, 1975] 29/01/18 #Bo+egheHighTech 8
- 9. Mission! • Cosa stiamo facendo? • Per chi? Esempio: Sviluppare un sistema operativo facile da usare per ogni vendor di piattaforma hardware. [Microsoft, 1975] 29/01/18 #Bo+egheHighTech 9
- 10. Elevator Pitch (EP)! 29/01/18 #Bo+egheHighTech 10
- 11. Esercitazione! Tempo: 10 min Attività: Scrivere un Elevator Pitch su questo modello: Per (CLIENTE) che ha (PROBLEMA), il (NOME PRODOTTO) è un (CATEGORIA) che offre (BENEFICIO). A differenza di (COMPETITOR), il prodotto è migliore perché (DIFFERENZA). Risultato: Elevator Pitch della propria idea. 29/01/18 #Bo+egheHighTech 11
- 13. Esercitazione! Tempo: 20 minuti Attività: 1. Formare 10 gruppi Note: non ci possono essere studenti della stessa facoltà all’interno dello stesso gruppo. 2. Presentarsi e presentare la propria idea. 3, Scegliere un’idea per gruppo. Risultati: Nome Gruppo, Nome Idea, EP 29/01/18 #Bo+egheHighTech 13
- 14. 2. Value Proposition Canvas 29/01/18 #Bo+egheHighTech 14
- 17. Value Proposition Canvas (VPC)
- 18. 9building blocks Business Model Canvas
- 20. The set of value proposition benefits that you design to attract customers The set of customer characteristics that you assume, observe and verify in the market FIT? Value Map Customer Profile
- 21. Customer ProfileValue Map jobs pains gains gain creators pain relievers products & services Value Proposition Canvas (VPC)
- 22. Customer ProfileValue Map PRODUCT INSPIRED INNOVATION
- 23. Customer ProfileValue Map CUSTOMER INSPIRED INNOVATION
- 24. Customer Profile Overview 1 Download the Customer Profile Canvas 2 Grab a Set of Small Sticky Notes 3 Map Out Your Customer Profile Visualize what matters to your customers in a sharable format 1 page actionable customer profile OBJECTIVE: OUTCOME:
- 26. Definition: Customer Segment The groups of people or organizations who share similar characteristics that you aim to reach and create value for them
- 27. MARKET SEGMENTATION DEMOGRAPHICS GEOGRAPHICS PSYCHPGRAPHICSBEHAVIORAL Age Gender Income Marital Status Ethnic Background Activities Personality & Values Attitudes Benefits Usage Rates Local Patterns National International Regional
- 28. Taxi Passengers in Amman, Jordan 1. Customer Segment Taxi Passengers in Amman, Jordan
- 29. 2. Customer Jobs Find Taxi Give directions Pay Call Taxi What customers are trying to get done?
- 30. 3. Customer Pains Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Call Taxi What annoys the customer before, during & after getting job done
- 31. 4. Customer Gains Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi What outcomes & benefits customers want?
- 32. 5. Ranking Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi What is the customer priority?
- 33. Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi 5. Ranking What is the customer priority? Ranked Ranked Ranked
- 34. Customer Profile Summary 1 Select customer segment 2 Identify customer Jobs 3 Identify customer pains 4 Identify customer gains 5 Prioritize jobs, pains & gains Visualize what matters to your customers in a sharable format 1 page actionable customer profile OBJECTIVE: OUTCOME:
- 35. Value Map Overview 2 Download the Value Map Canvas 3 Grab a Set of Small Sticky Notes 4 Map out how you create value for your customers Describe explicitly how your products and services create value 1 page map of value creation OBJECTIVE: OUTCOME: 1 Grab the Customer Profile you previously completed
- 36. 1. Products & Services Taxi Smartphone App What you offer customers Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi
- 37. 2. Pain Relievers Taxi Smartphone App No Cash Assigned driver Cost System How exactly your products and services alleviate specific customer pains Instant booking Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi
- 38. 3. Gain Creators Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System How your products and services create customer gains Instant booking Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi
- 39. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Instant booking Products & Services Rank products & services from nice to have to essential Pain Relievers Rank pains from nice to have to essential Gain Creators Rank gains from nice to have to essential
- 40. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Instant booking Products & Services Rank products & services from nice to have to essential Pain Relievers Rank pains from nice to have to essential Gain Creators Rank gains from nice to have to essential RANKED
- 41. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi Instant booking Ranked VPC
- 42. Value Map Summary 1 List products and services 2 Outline pain relievers 3 Outline gain creators 4 Rank by order of importance Describe explicitly how your products and services create value 1 page map of value creation OBJECTIVE: OUTCOME:
- 43. Fit Overview Verify if you are addressing what matters to customers Connection between your products and services and customer jobs, pains, and gains OBJECTIVE: OUTCOME: 1 Bring in the Value Proposition Map and Customer Segment Profile you completed earlier. 2 Go through Pain Relievers and Gain Creators one by one, and check to see whether they fit a customer job, pain, or gain. 3 Put a check mark on each one that does.
- 44. Taxi Smartphone App No Cash Assigned driver Cost System Save Time Professional drivers Visual Map Rating System Find Taxi Give directions Pay Wait a long time Compete with other customers Overcharged by Taxi Unsafe driver Easy payment Fair price Arrive on time professional Call Taxi Instant booking Taxi Smartphone Application
- 45. Test Your Customer Assumptions Best Fit wrong assumptions! Customer
- 47. Best Fit 1 2 n
- 48. Strategyzer.com/vpd Taxi Smartphone App Taxi passengers book a taxi minimizing waiting time for a taxi enjoying affordable prices Typical taxi services by phone ad-lib VALUE PROPOSITION TEMPLATE
- 49. SUMMARY The Value Proposition Canvas (VPC) helps clarify the customer needs & how to create value for them Extract value propositions using ad-libs Take insights and update VPC Validate by talking to customers 1. 3. 2. 4.
- 50. Esercitazione! Tempo: 60 minuti Attività: 1. Lavoro di gruppo. 2. Strutturare il Value Proposition Canvas per la propria idea Risultati: VPC 29/01/18 #Bo+egheHighTech 19
- 51. 3. Analisi di mercato 29/01/18 #Bo+egheHighTech 20
- 53. Stima del Mercato! TAM – Total Addressable Market 29/01/18 #Bo+egheHighTech 22 Esempio Il mercato dei gelaS in USA (10bn$) Report & DaS Disponibili Analisi Bo+om-Up*
- 54. Stima del Mercato! SAM – Served Available Market 29/01/18 #Bo+egheHighTech 23 Esempio I gelaS nei supermercaS USA (6 bn$) Business Model
- 55. Stima del Mercato! SOM – Serviceable Obtainable Market 29/01/18 #Bo+egheHighTech 24 Esempio I gelaS nei supermercaS di NY (240 M$) Business Plan
- 56. Alcuni Strumenti! Per la raccolta di dati di mercato con approccio Bottom-Up è possibile strutturare un questionario con uno dei seguenti strumenti: 29/01/18 #Bo+egheHighTech 25
- 57. Esercitazione! Tempo: 30 minuti Attività: 1. Identificare TAM-SAM-SOM 2. Realizzare un mini questionario con tre domande utilizzando uno dei tre tool. Risultati: Simulazione di un’analisi di mercato. 29/01/18 #Bo+egheHighTech 26
- 58. Riferimenti! Slideshare The Qube 29/01/18 #Bo+egheHighTech 27 Laboratorio dal Basso Startup Just Do It