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PROBLEM
What is the problem that you want to solve?

2. CUSTOMER SEGMENT(S)
List down 3 people (or more) that encounter that problem in their daily life.
(example: parents, teachers, students, teens, kids, young adults, employees, etc.)
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2a. CUSTOMER PROFILE

Describe who your customer profile is. You can use a combination of customer segments or focus on one customer segment.
(example: 15-30-year-old students and employees who commute daily using public transportation)

Fill up the Customer profile:

CUSTOMER JOBS: What roles does the customer need to do in their daily life? (example: get to work or school early, finish tasks,
etc.)

GAINS: If the customer is able to do their jobs properly, what is their gain? (example: salary, promotion, graduate, with honors,
etc.)

PAINS: What is preventing the customer from doing their jobs properly? (example: poor time management, traffic, etc.)
2b. VALUE MAP
Brainstorm ideas with your group and write them ALL down! (example: online platform, instant messaging, time management
tool, notification/alert system, AI, group activities, websites, etc. can be online and/or offline)

What hypothesis did you come up with? example: A mobile app that lets passengers book rides on-demand.

Fill up the rest of the value map: (NOTE: gain creators: unintentional benefits from using the service; pain relievers: address
customers’ pain directly)
GAIN CREATORS: Does your hypothesis create the customer gains you wrote in 2a? How?

PAIN RELIEVERS: Does your hypothesis relieve/remove the customer pains you wrote in 2a? How?

3. SOLUTION
List possible solutions per problem.

4. CHANNELS
How will you reach your target audience?
List both your strategies here, both online and offline.

5. COST STRUCTURE
List your customer acquisition costs, opportunity costs, including fixed and variable costs. (example: Freemium models still have
costs to your company.)

6. REVENUE STREAMS
How will you make money? (example: List sources of revenue)

7. KEY METRICS
What are the key metrics you need to measure for traction? (example: website visitors, account creations, items sold)

8. UNFAIR ADVANTAGE
Describe what makes your product or service unique. (example: can’t easily be acquired or copied; it can be the processes,
technology, or expertise behind the business)
 Assign Roles 1st INTERVIEW 2nd INTERVIEW
Interviewee
Interviewer
Note-taker
Observers

INTERVIEW
Come up with at least 5-10 interview questions for your interviewee.
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Notes on first interview:

Notes on second interview: