Lean Canvas (UVP/Customer Segment)

With our last blog post, we focused on the Problem/Solution section of the Lean Canvas, lets dive right back in and look at the Unique Value Proposition (UVP) and the Customer segment!

UVP

What is a UVP? A UVP is essentially one sentence that best describes your product. This is really hard to get right because of how you have to limit yourself to a short sentence. Try and make your UVP stand out from the crowd because being different matters.

A good place to put your UVP is a landing page on a website, usually visitors stay on average, 8 seconds on a landing page. Just think, how can I tell the user what my product is in 8 seconds? You should aim to capture their attention so hopefully they check out the rest of your website.

  1. Target Early Adopters – A lot of businesses try and target the large open market where the majority of the users are. In a startup, this is a mistake. In a startup you need to focus down your customers and narrow down on early adopters, this is because your MVP will not be a finished product, therefore, early adopters are more forgiving in terms of features. They can forgive the fact that not all features are implemented.
  2. Make sure it is different but with reason – Your UVP must be different. Being different matters because it sets you out from the crowd but don’t force a difference, make sure it relates to the problem so that customers can see the problem you are trying to solve clearly.

 

A good way of improving your UVP is to study other UVP’s and see what features they use, what is it they are talking about and why?

uvp-landing-page

Here is a good example of a landing page UVP. It says;

  • Exactly what you can do and how to do it.
  • A button that leads the user straight in to the product.
  • An example of what the product does.
  • A hook “See for yourself. Try it free today.” It isn’t asking, it’s telling you to try it, it’s quite commanding.

 

Customer Segment

With the Customer segment, this is where you will list your possible customers, you don’t put why or explain yourself (yet) you just simply jot them down. In this section, you really want to hone in on possible adopters because they are the most forgiving of customers and they like new and upcoming products.

You have to be incredibly specific with your customer segment, narrow it down to what you think your customers will be. Here is an example;

  • My app is a public transport tracker with built in journey planner targeted at busy office workers in the age range of 25 – 40.

As well as narrowing down your customers, it is wise to identify user roles such as what other roles will this product touch. This is because it allows you to explore other avenues of customers and this might lead to other options in the future. A good example is;

  • With a blogging platform, the customer is the blog author while the user is the reader, two different types of roles interact with the blog.
  • In a home heating app, the customer will be the heat changer and the users will be the rest of the family/friends.

it is imperative that your customers are narrowed down as it allows you to focus purely on attracted and keeping the specific customers that are noted down. This allows your product to be moulded around them and therefore will suit their wants and needs.

Thanks for reading, keep up to date with my next blog! Next up will be about Channels and Cost Structure. If you are finding my blogs useful, then please share them on social media!

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Your Idea & the Lean Canvas (Problem/Solution)

For the entirety of my blog I will focus on an app that allows users to track public transport from their phones. It will show routes, journey times and estimated arrival time all in real time on something similar to Google maps. The app is called ‘My Travel’.


So you have an idea? Great! But where do you start? Well there are countless things you will have to think of before you you even start making anything yet, such as what business methodology to proceed with and what revenue streams you are aiming to reach etc.

Believe it or not but there are good and bad ways to write down ideas, simply jotting down an idea is great but what really sets it out above the rest? What customers are you trying to aim for?


The Lean Canvas is a great way to fully sum up your idea in a simple and quick overview, it covers a wide range of aspects of an idea such as Customer Segments and a quick description of the Problem & the Solution.

lean-canvas_blank

Below I will briefly explain the Problem and Solution section of the Lean Canvas is and why they are needed along with some examples.

Problem
The Problem (Along with Customer Segment) usually drive the rest of the canvas, because of this, they are usually completed together however, to me, the Problem and Solution seems to make more sense so I will put them together. For the problem section, you need to describe the top 1 – 3 problems that your idea is trying to solve.

Examples

  1. I can’t trust when my public transport says when it’s going to arrive– Even if the notice board or the website says it arrives at a certain time, I can never be sure of when it arrives.
  2. I find it difficult to know what route my bus takes and what stops it stops at – I find it difficult to understand the public transport notice boards.
  3. I can’t fully plan a time fit day – I want a whole day out but I can’t reliably plan my day which includes transport.

Solution
In the Solution section, you need to identify solutions to combat the problems that have been made apparent in the Lean Canvas. A good way to start would be to start listing the current alternatives (If there are any) to the idea that you have in mind, are there anyone else on Earth who does what you do? If so then list them.

Example

  1. The biggest alternative to my public transport app is Uber & the Arriva app because they both do similar things such as a transport tracker.

After you have listed your biggest competitors, you will need to list your solutions to your problems, because your solutions are untested hypotheses (Not validated) don’t get carried away by listing tons of solutions with large amounts of text, keep it simple! 1 – 3 solutions should be sufficient. Listing your top features would be a good start.

Examples

  1. My app can track the whereabouts of any public transport which means that users know exactly when it is due to arrive, it even calculates it based on traffic.
  2. Google Maps is quite easy to read, therefore, because my app uses a system very similar to it, users should understand what routes the transport takes easier than public transport notice boards.
  3. My app will include a journey planner where you can set ‘Alerts’ to alert you when transport is due to arrive, you can also see it in real time.

The point in a Lean Canvas is to keep it simple, you don’t need huge paragraphs explaining every single reason why the Uber app isn’t as good as MyTravel, simple and straight to the point is perfect for this type of exercise.

Shortened Down Version


In conclusion, the problem segment requires you to list 1 – 3 problems that you idea aims to tackle and the solutions section requires you to list 1 – 3 solutions on how you aim to tackle the problems.

Thanks for reading, keep up to date with my next blog! Next up will be about Customer Segments & Unique Value Proposition

Welcome

 

Product/Market fit  |  Scalability  |  Lean Canvas  |  Engine of Growth

These are some elements of the Agile business methodology that not everyone is familiar about, I want to change that.

In the (very) near future I aim to cover the entire catalogue of subjects needed to take an idea and have it become a digital reality, this will obviously take some time but my posts will come in the form of weekly blog posts full of information that is essential for you to know in order to make your idea a real success in the market.

I will cover topics such as your idea and business methodologies such as the Waterfall method and why I think Agile is the best approach for many start up businesses.

I want everyone to get ready to be involved in a totally extensive blogging network designed around the Agile methodology process because we all have ideas but not everyone knows what to do with them.

I will be focusing on apps for mobiles/tablets and computers as I am most familiar with this field.

Before reading my blog posts, I recommend visiting the ‘What is Agile?’ page so that you get a basic overview of everything that I will talk about.

“Change is good, Innovation is key and customers are not always right”