Presentations (B)

Pain Points and Job-to-be-done

Customer Persona: The objective of this slide is to define your core customers as narrowly and
specifically as possible

Sample customer persona

 Buyer Value Map
Template for Buyer Value Map

• You will make your Buyer Value Map with respect

to how your core customers are getting the job
done using existing products/services or processes,
and hence you should be able to illustrate the
current paint points (emotional lows) that you can
potentially solve.
• These are NOT going to be hypothetical value
maps. Rather you will develop it in the light of your
interviews with at least 3-4 core customers.
• Again, your interviews should be designed in a way
that you are able to gather sufficient (and relevant)
insights to develop your Buyer Value Maps. After
all, this is THE SOUL of this whole exercise!
The Chosen Problem
• Of all the pain points identified on the Customer Value Map, you will
here present the pain point(s) that your group believe is the most
critical and worth solving.
• The problem that you choose at this stage is now going to be the one
for which you will design a solution at the next stage. It is totally fine
if this new solution happens to be very different from what you
presented initially. In fact, I would be surprised not to see it changing.
Pivots?
• In this last slide you will very briefly share that based on your
engagement with core customers if anything has changed about your
initial conceptualization/understanding of the pain points, problems
and solutions, or perhaps about the customers themselves?