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!
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.
- 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.
- 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?
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.
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!