L3 5 Customer Segment Value Proposition Example
Summary
TLDRThis transcript outlines an example of an online wedding planning platform, focusing on the customer segment of wedding couples. It highlights their key jobs, such as organizing a beautiful wedding while staying on budget and impressing friends. It discusses their potential pains, including challenges like time constraints, incomplete preparations, and not securing the best prices. Gains include wanting a service provider who manages everything and access to top services. The transcript emphasizes the importance of prioritizing these jobs, pains, and gains to better understand customer needs and deliver a successful service.
Takeaways
- π The primary customer segment for an online wedding planning platform includes the wedding couple and service providers, with a focus on the couple for this example.
- π― The main job for wedding couples is to organize a successful wedding, while balancing costs and impressing their guests.
- π° Saving money is a significant priority for the couple, ranked just after the importance of planning the wedding.
- π₯ Impressing friends is another important job, but it's prioritized after organizing the wedding and saving money.
- β³ Couples have concerns about not being able to execute their dream wedding due to time constraints, incomplete preparations, and trouble sending invitations.
- πΈ Another major pain point is not being able to secure the best prices for services and purchases for the wedding.
- π€΅ββοΈ The severity of pains varies, with failing to finish preparations being an extreme pain, while not securing the best price is a moderate one.
- πΆ Couples want a provider who manages all services like catering, decoration, and music, to reduce the burden on them.
- π Access to the best services and prices is essential, while reviews from other couples are considered a 'nice to have' gain.
- π It's important to differentiate jobs, pains, and gains by quantifying and prioritizing them based on customer feedback and severity.
Q & A
Who are the main customer segments identified in this wedding planning platform example?
-The main customer segments are wedding couples and service providers, but the focus in this example is specifically on the wedding couples.
What is the primary job that wedding couples aim to fulfill when planning their wedding?
-The primary job for wedding couples is to organize a lovely wedding.
What are the secondary and tertiary jobs that wedding couples prioritize?
-The secondary job is to save as much money as possible, and the tertiary job is to impress their friends.
What are some potential pains that wedding couples might experience during the wedding planning process?
-Wedding couples might experience pains such as difficulty in pulling off their dream wedding, lack of time, trouble completing preparations, issues with sending invites, and not getting the best prices for services.
How are pains categorized in this example?
-Pains are categorized as either moderate or extreme. For example, not being able to finish preparations is considered an extreme pain, while not getting the best price is considered a moderate pain.
What are some potential gains that wedding couples might seek from a wedding planning platform?
-Wedding couples might seek gains such as a service provider who can handle all aspects of the wedding, access to the best services, and the best prices.
How should gains be prioritized according to the example?
-Gains should be prioritized based on their importance to the wedding couple. For example, finding all needed services in one place may be essential, while access to reviews from other couples may be a 'nice-to-have'.
What approach should be taken to clearly differentiate between jobs, pains, and gains?
-Jobs, pains, and gains should be described as concretely as possible, with specific details. For example, if waiting in line is a pain, the exact time that makes it feel inconvenient should be identified.
Why is it important to understand how long customers are willing to wait in a queue?
-Understanding how long customers are willing to wait helps to determine the severity of the pain associated with waiting and how it impacts customer satisfaction.
What is the next step for someone who has understood the example provided in the script?
-The next step is to define their own customer segment for their idea, using the concepts of jobs, pains, and gains.
Outlines
π Understanding the Customer Segment for a Wedding Planning Platform
This paragraph introduces an online wedding planning platform, identifying two primary customer segments: the wedding couple and service providers. The focus is on the wedding couple for this discussion. It explains the key jobs that the couple wants to fulfill, such as organizing a beautiful wedding, minimizing expenses, and impressing friends. Prioritization is crucial, with organizing the wedding being the top priority, followed by saving money and impressing others.
π€ Exploring the Pains of Wedding Couples
Here, the focus shifts to understanding the pains wedding couples experience. These include concerns about not being able to achieve their dream wedding, lack of time, incomplete preparations, difficulty sending invites, and not securing the best prices for necessary purchases. Pains are categorized as either moderate or extreme, with extreme pains including unfinished preparations and moderate pains involving paying more for services.
π Defining Gains for Wedding Couples
This paragraph describes the gains that wedding couples seek from a wedding planning platform. Couples desire a service provider that handles all arrangements, from caterers to decorators and music bands. They want access to the best services at the best prices. The gains, like jobs and pains, should be prioritized. Essential gains include finding all services in one place, while 'nice to have' gains include access to reviews from other couples.
π Prioritizing Jobs, Pains, and Gains
The paragraph emphasizes the need for clarity when differentiating between jobs, pains, and gains. The speaker advises describing these aspects concretely. For example, if a customer considers waiting in a queue a waste of time, it is essential to clarify after how many minutes the wait becomes unbearable. This helps assess the severity of the pain or gain.
π Applying the Concept to Your Idea
This final paragraph encourages the reader to apply the learned concepts by defining their customer segment. Having understood the examples of customer jobs, pains, and gains, the reader is now prepared to outline these aspects for their own business idea or project.
Mindmap
Keywords
π‘Wedding couple
π‘Service providers
π‘Jobs
π‘Pains
π‘Gains
π‘Prioritization
π‘Extreme pain
π‘Moderate pain
π‘All-in-one service
π‘Customer segment
Highlights
The primary customer segment for the online wedding planning platform is the wedding couple, along with service providers.
The key job for wedding couples is to organize a lovely wedding while keeping expenses low and impressing friends.
The top priority for couples is organizing the wedding, followed by saving money and impressing friends.
Couples experience extreme pains like not being able to finish wedding preparations or not having enough time.
Moderate pains include not getting the best price for services, such as catering or decor.
A major gain for couples is having a service provider that manages all services, from catering to decorations and music.
Couples prioritize the ability to find everything they need in one place as essential.
Access to reviews from other couples is considered a nice-to-have feature, not essential.
Pains can vary in severity; extreme pains like not finishing preparations weigh more heavily than moderate issues like pricing.
An important gain is the convenience of a provider that handles all wedding needs under one roof.
The platform should concretely differentiate between jobs, pains, and gains by describing them as clearly as possible.
To understand the severity of a pain, like waiting in a queue, ask how many minutes a customer would consider too long.
Customers might perceive waiting more than five minutes as a waste of time, providing a concrete example of measuring pain.
The platform should analyze actual customer behavior to determine pain severity and prioritize solutions accordingly.
The concept teaches how to analyze and prioritize customer needs for better service delivery in the wedding planning sector.
Transcripts
let us look at an example of an online
wedding planning platform the customer
segment would be the wedding couple
and the service providers
let us just focus on wedding couples for
now
so what jobs are the couples trying to
fulfill to plan their wedding
they would like to First organize a
lovely wedding not incur too much of an
expense and still impress their friends
remember the list of jobs needs to be
prioritized so in this example the most
important one would be to organize the
wedding
next would be to save as much money as
possible and then what come impressing
friends
next what would their pains be
they would worry about not being able to
pull off the dream wedding
they might not have time they may not be
able to finish the preparations have
trouble in sending invites not get the
best price for the things they need to
buy and so on
who said getting married is easy
pains could be moderate or extreme
not being able to finish preparation
would be extreme versus not getting the
best price for services
that would be a moderate level of pain
now what about the gains
they would want someone to just take
care of everything a service provider
who takes care of all the services such
as the Caterers the decorators music
band
Etc
they want access to the best services
and the best prices
like jobs and paints gains can also be
prioritized they would think that being
able to find all that they want in one
place as an essential while access to
reviews from other couples would be a
nice to have
you must remember that to clearly
differentiate jobs pains and gains you
need to describe them as concretely as
possible
if a customer says that waiting in a
queue is a waste of time ask after how
many minutes does it feel that it is a
waste of time
that way you can find out that waiting
more than let us say five minutes is a
waste of time
given how many minutes the customer
actually spends in the queue you can
figure out the severity of the pain
now that you have learned the concept
and seen an example go ahead and Define
your customer segment for your idea
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