Watch the following video to find out how to get the most out of the "Mini Lean Canvas" template. It contains helpful information that can help you fill it out.
What you can do with the tool:
- Main Problems or Main Needs
- Customer Segments and Stakeholders
- Solution
- Existing Alternatives
- Customer Profile
- Value Proposition
The further information and examples will give you a deeper understanding of the "Who are you?" tool.
1. Main Problems or Main Needs
Understanding the main problems or needs of your target group is the first and most important step in developing a successful business model. By identifying your customers' biggest challenges, you can offer a solution that delivers real added value and therefore has a high demand.
How?
Conduct interviews with potential customers to understand their biggest challenges.
Make a note of all the problems mentioned and prioritise them according to frequency and severity.
Formulate a "How could we..." question that directly addresses the identified problem or need.
Tips:
- Make sure that the problems identified are really important and not just superficial complaints.
- Ask specifically why certain problems are perceived as particularly urgent.
2. Customer Segments and Stakeholders
It is important to know who your target and user groups are. This will help you to sharpen your focus and develop targeted marketing strategies. Different customer segments may have different needs and expectations that you need to take into account.
How?
List the target and user groups.
Identify the main customers and stakeholders who need to be convinced.
Consider various stakeholders such as distributors, financiers and influencers.
Tips:
- Make a clear distinction between business-to-business (B2B) and business-to-customer (B2C) customers. Both can have different requirements.
- Note that the customer and the user do not always have to be the same person. The customer pays for the product and the user uses the product
- Create a list of all relevant stakeholders and their influence on your business model.
- Use persona profiles to collect detailed information about your key customers.
You can find more information about creating personas here: https://www.fuer-gruender.de/wissen/unternehmen-fuehren/marketing/marketingkonzept/personas/
3. Solution
A clear and well thought-out solution is essential to solve the identified problem. Your solution must be better than the existing alternatives in order to be successful on the market.
How?
Describe your solution to each of the problems identified.
Make sure that your solution is better than the existing alternatives.
Find a simple analogy that describes your solution.
Tips:
- Your solution should be innovative and clearly defined.
- Check whether your solution effectively solves the identified problems.
- If your solution does not solve the identified problems, go back to the "Find ideas" template and rethink your chosen solutions.
4. Existing Alternatives
Understanding the existing solutions will help you to improve your own solution and identify competitive advantages. It is important to know how the problems have been solved so far in order to analyse the weaknesses and strengths of the competition.
How?
Analyse how the problems have been solved so far and what competing products are available.
Think about what you can learn from these solutions and do better.
Are there customer segments and stakeholders that have not been considered in the existing solutions?
Tips:
- Carry out a thorough competitive analysis.
- Identify weaknesses of the existing alternatives and consider how you can improve them.
- Pay attention to what customers appreciate about the existing solutions and how you can improve this.
5. Customer Profile
A detailed understanding of your customer profile helps you to optimise your marketing strategies and better tailor your product or service to the needs of your customers. The difference between user and customer is important, as they may have different needs.
How?
Customer Jobs: What tasks is the customer trying to complete? These can be functional, social or emotional tasks.
Examples: A customer wants to buy a product in order to solve a certain problem, receive social recognition or experience a certain feeling.
Pains (Problems, challenges, frustrations): What negative experiences, emotions or risks does the customer experience in connection with their tasks?
Examples: Excessive costs, loss of time, difficulties in operation, uncertainties or frustrations.
bGains (Benefits, advantages, possibilities, desire): What positive results or benefits is the customer looking for? What would make him happy?
Examples: Time savings, cost savings, convenience, improved performance, social recognition or positive emotions.
Tips:
- Empathy: Put yourself in your customers' shoes. What are their actual needs and wishes?
- Be specific: Be as specific as possible. General statements are of little help.
- Survey your customers regularly to obtain up-to-date and relevant data.
6. Value Proposition
Your value proposition describes the benefits your product or service offers the customer. A strong value proposition is crucial to attracting and retaining customers.
How?
Define the value you offer your customer. Describe how your solution supports the customer in task fulfilment and solves specific problems.
Products and services: What does the company offer? List of products or services that are offered.
Examples: Software solutions, physical products, consulting services.
Problem solver: Wie hilft das Angebot, die Schmerzen des Kunden zu lindern? Welche spezifischen Probleme des Kunden werden gelöst?
Examples: Reducing costs, improving user-friendliness, increasing reliability.
Benefit generator: How does the offer contribute to generating the customer's desired profits? What specific advantages does the product or service offer?
Examples: Additional functions that save time, reduce costs, increase productivity.
Tips:
- Clearly explain how your product or service helps the customer.
- Your value proposition should be unique and compelling.
- Regularly compare your value proposition with the competition to ensure that you are offering added value.