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Understanding Value @MariusUrsache #APC May 9, 20121 Marius Ursache—Understanding Value

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Part 1 What is Phase 2?4 Marius Ursache—Understanding Value

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... so6 Marius Ursache—Understanding Value

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What is Phase 2?7 Marius Ursache—Understanding Value

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http://www.amazon.com/Business-Model-Generation-Visionaries-Challengers/dp/0470876417/8 Marius Ursache—Understanding Value

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Key Customer activities relationships Key Value Customerpartners propositions segments Key Channels resources Cost Revenue structure streams

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Customer segments10 Marius Ursache—Understanding Value

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Value propositions12 Marius Ursache—Understanding Value

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Channels14 Marius Ursache—Understanding Value

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Customer relationships16 Marius Ursache—Understanding Value

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Revenue streams18 Marius Ursache—Understanding Value

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Key resources20 Marius Ursache—Understanding Value

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Key activities22 Marius Ursache—Understanding Value

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Key partners24 Marius Ursache—Understanding Value

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Cost structure26 Marius Ursache—Understanding Value

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Apple iPodKey Key Value Customer Customerpartners activities propositions relationships segments Hardware design Lovebrand Record compan ies Seamless Mass Marketin g music market experience Key Channels resources Retail stores People Own Software stores & hardware Own websites Content & agreementsCost Revenuestructure streams Some Manufacturing Hardware music People Marketing sales revenues & sales

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Amazon.comKey Key Value Customer Customerpartners activities propositions relationships segments Order Custom fulfillment online Logistics Large profiles partners IT infrast product developm ructure Glob & mainte ent range Reccomen- mas al nance dations mar s ket ffiliates A Key Channels Lower resources value Fulfillment items infrastructure Affiliates Own IT website infrastructureCost Revenuestructure streams Tech nolog & con y Order fulfillment Sales Marketing tent margin

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Google.comKey Key Value Customer Customerpartners activities propositions relationships segments Expanding Adve reach rtise Targeted rs Platform ads & servic managem e ent Web Free surfers search Key Channels resources Search Content platform owners Monetize Internet content (online) ServersCost Revenuestructure streams Platform Keyword de velopment auctions & maintenance

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Key Customer activities relationships Key Value Customerpartners propositions segments Key Channels resources Cost Revenue structure streams

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Exercise 1 Your business model32 Marius Ursache—Understanding Value

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What is the only thing you need to start a business?33 Marius Ursache—Understanding Value

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Part 2 Customers34 Marius Ursache—Understanding Value

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Costel35 Marius Ursache—Understanding Value

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Costel Age, sex, job, education, income Social Friends, family, relationships Hobbies and leisure Likes, dislikes Goals Personal goals Professional goals Pains What keeps him awake at night. What keeps him from reaching his goals. What annoys him.36 Marius Ursache—Understanding Value

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Thinking FeelingSeeing Hearing Saying Doing

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why’s38 Marius Ursache—Understanding Value

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Part 3 Markets39 Marius Ursache—Understanding Value

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Total Addressable Market

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Total Addressable Market

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TAM for Vplay.ro 16 mil. people in Romania watch TV 7 mil. of them use Internet 3.4 mil. of them download illegal stuff 2 mil. download movies & TV episodes43 Marius Ursache—Understanding Value

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Market maturity Raw iron Checklist Productivity Transparency wars wars44 Marius Ursache—Understanding Value

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Competition45 Marius Ursache—Understanding Value

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http://www.amazon.com/Blue-Ocean-Strategy-Uncontested-Competition/dp/159139619046 Marius Ursache—Understanding Value

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Red Ocean Strategy47 Marius Ursache—Understanding Value

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Blue Ocean StrategyEliminate Reduce Create Raise48 Marius Ursache—Understanding Value

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Product Market push pull49 Marius Ursache—Understanding Value

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Exercise 2 Persona.51 Marius Ursache—Understanding Value

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Exercise 3 Lunch.52 Marius Ursache—Understanding Value

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Exercise 4 Five interviews. One person. Insights. Changes.53 Marius Ursache—Understanding Value

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Part 4 Putting everything together54 Marius Ursache—Understanding Value

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Outcomes Persona (2 min) TAM (2 min) Interviewed people (2 min) Interview example (5 min) Insights (2 min) Changes (2 min)55 Marius Ursache—Understanding Value

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http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/030788789863 Marius Ursache—Understanding Value

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Build Measure Learn64 Marius Ursache—Understanding Value

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Customer developmentCustomer Customer Customer Companydiscovery validation creation building 65 Marius Ursache—Understanding Value

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Focus66 Marius Ursache—Understanding Value

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Keep the main thing the MAIN thing.67 Marius Ursache—Understanding Value

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GR82CU! @MariusUrsache marius@grapefruit.ro69 Marius Ursache—Understanding Value