Lean Educator Class - Osterwalder

3 Lessons From
Going Virtual
?
1
Engaging Exercises
?What did all these three companies
add to their business model that
keeps them ahead of competition?

They added “switching costs”
that make it difﬁcult for
customers to leave or switch  
to competitors.
Gravity Creators Gravity  
Creators
Lock in
Customers
Key Partners Key activities Value Proposition Customer SegmentCustomer
Relationship
Key Resources Channels
Cost Structure Revenue Streams
Exercise — iPod
3:00
How would you map out Apple’s iPod
business model using the ‘Gravity
Creators’ pattern ?

1 2
3
4
56
Gravity Creator
iPod:
1’000 songs in
your pocket
a
Mass marketd
iPod
hardware
& software
c
Switching
cost
b
Recurring
transactional
sales
e
Retailf
write down the full sequence of 6 letters matching the numbers
Relationship
1
2
6
3
4
5
1 2
3
4
56
a
d
c
b
e
f
iPod:
1’000 songs in
your pocket
Mass market
iPod
hardware
& software
Switching
cost
Recurring
transactional
sales
Retail
Gravity Creator
Solution: adbefc
Relationship
iTunes
Exercice - Google
https://www.nytimes.com/2019/06/18/technology/google-1-billion-housing-crisis.html
Map out Google's Business Model
for Search Advertising
5’
use the Strategyzer app
in your breakout area
5:00

The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland
www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
break-out rooms

The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
designed by: Business Model Foundry GmbH, Switzerland
www.businessmodelgeneration.com
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:
http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. strategyzer.com
Find
Reach an
Audience + Sell
Users Globally
google.com
Automated
AdWords
Advertisers
0.-
Keyword
Auctions
Patented
Algorithms
IT Infrastructure
Network
Engineering
Software
Engineering
Telco “Pipes”
IT Bandwidth
Trafﬁc
(“eyeballs”)
Automated
2:00
How could you best organize the
following experiments in a
discovery sequence ? 
Provide good arguments
DISCOVERY / EXPLORATION
Customer Interview
An interview that is focused on exploring customer jobs, pains,
gains, and willingness to pay.
COST
SETUP TIME
CAPABILITIES Research
EVIDENCE STRENGTH
RUN TIME
DESIRABILITY · FEASIBILITY · VIABILITY
Customer Interviews are ideal for gaining qualitative insights
into the fit between your value proposition and the customer
segment. It’s also a good starting point for price testing.
Customer Interviews are not ideal as a substitute for what
people will do.
106
34
DISCOVERY / DATA ANALYSIS
Discussion Forums
The use of discussion forums to uncover unmet jobs, pains, and gains
in a product or service.
COST
SETUP TIME
CAPABILITIES Research / Data
EVIDENCE STRENGTH
RUN TIME
Discussion Forums are ideal for finding unmet needs in your
existing product or a competitor’s product.
The use of discussion forums to uncover unmet jobs, pains,
and gains in a product or service.
134
DISCOVERY / DISCUSSION PROTOTYPES
Card Sorting
A technique in user experience design in which a person uses cards
with customers to generate insights.
COST
SETUP TIME
CAPABILITIES Marketing / Research
EVIDENCE STRENGTH
RUN TIME
Card sorting is ideal for getting insights into customer jobs,
pains, gains, and value propositions.
A technique in user experience design in which a person uses
cards with customers to generate insights.
222
DISCOVERY / PREFERENCE & PRIORITIZATION
Speed Boat
A visual game technique used with customers to identify
what’s inhibiting progress.
COST
SETUP TIME
CAPABILITIES Design / Product / Technology
EVIDENCE STRENGTH
RUN TIME
Speed Boat is ideal for going beyond conversations
and having a visual representation of what’s slowing your
customers down and learning how it impacts feasibility.
218
Brochure
Mocked up physical brochure of your imagined value proposition.
COST
SETUP TIME
EVIDENCE STRENGTH
RUN TIME
Physical brochures are ideal for testing your value proposition
in person with customers who are difficult to find online.
194
A B C D E
What’s the sequence of 5 letters for a good discovery journey

34
DISCOVERY / DATA ANALYSIS
Discussion Forums
The use of discussion forums to uncover unmet jobs, pains, and gains
in a product or service.
COST
SETUP TIME
CAPABILITIES Research / Data
EVIDENCE STRENGTH
RUN TIME
Discussion Forums are ideal for finding unmet needs in your
existing product or a competitor’s product.
The use of discussion forums to uncover unmet jobs, pains,
and gains in a product or service.
134
DISCOVERY / EXPLORATION
Customer Interview
COST
SETUP TIME
CAPABILITIES Research
EVIDENCE STRENGTH
RUN TIME
Customer Interviews are ideal for gaining qualitative insights
into the fit between your value proposition and the customer
segment. It’s also a good starting point for price testing.
Customer Interviews are not ideal as a substitute for what
people will do.
106
Card Sorting
A technique in user experience design in which a person uses cards
with customers to generate insights.
COST
SETUP TIME
EVIDENCE STRENGTH
RUN TIME
Card sorting is ideal for getting insights into customer jobs,
pains, gains, and value propositions.
A technique in user experience design in which a person uses
cards with customers to generate insights.
222
DISCOVERY / PREFERENCE & PRIORITIZATION
Speed Boat
COST
SETUP TIME
CAPABILITIES Design / Product / Technology
EVIDENCE STRENGTH
RUN TIME
Speed Boat is ideal for going beyond conversations
and having a visual representation of what’s slowing your
customers down and learning how it impacts feasibility.
218
Brochure
COST
SETUP TIME
EVIDENCE STRENGTH
RUN TIME
Physical brochures are ideal for testing your value proposition
in person with customers who are difficult to find online.
194
ﬁrst insights
into jobs,
pains, gains
and solutions
deepen
discovery
understand
biggest pains
learn about
solution/
feature
priorities
discuss
value
proposition
AB CD E
2
Carefully &
Deliberately Design
Networking
pre-class networking
break-out rooms!
3
Onboard Class
Participants Meticulously

pre-, during, post-class
communication
onboarding, online
learning, online exercise,
tracking projects
online meeting AND
break-out rooms
4
Experiment Library for
Download
EXPERIMENTTYPE
Interaction
Prototypes
Clickable Prototype
Single Feature MVP
Mash-Up
Concierge
Life-Sized Prototype
COST SETUP TIME EVIDENCE
STRENGTH
RUN TIME
Validation Experiments
THEME
Discovery Experiments
Experiment Library
EXPERIMENTTYPE
Exploration Customer Interview
Expert Stakeholder Interviews
Partner & Supplier Interviews
A Day in the Life
Discovery Survey
Data Analysis Search Trend Analysis
Web Traffic Analysis
Discussion Forums
Sales Force Feedback
Customer Support Analysis
Interest
Discovery
Online Ad
Link Tracking
404 Test
Feature Stub
Email Campaign
Social Media Campaign
Referral Program
Discussion
Prototypes
3D Print
Paper Prototype
Storyboard
Data Sheet
Brochure
Explainer Video
Boomerang
Pretend to Own
Preference
& Prioritization
Discovery
Product Box
Speed Boat
Card Sorting
Buy a Feature
COST SETUP TIME EVIDENCE
STRENGTH
RUN TIME THEME

Lean Educator Class - Osterwalder

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