OPPORTUNITY DISCOVERY
Do customer discovery interviews with at least 3 personas you have identified in your individual value proposition as part of your target group.
During each interview you test at least three critical hypotheses, one for each theme: User experience (Jobs/pains/gains); Product features (pain relievers/gain creators); Customer segments/personas.
. Note that these are minimum requirements. Great individual reports are likely to interview 10-15 people solely for your personal idea at this stage (value proposition test report due in session 7). Great final `opportunity discovery reports` (due in session 12) at least double the number of interviews to 20-30 people during the course of the semester.
Each individual group member who’s idea is not the group subject must write a one-two page exec summary (400-600 words) of thetesting process of your own individual idea including:
• State the problem, the scope of the investigation, the methods used to research the issue (e.g. hyphoteses and rationale of hypotheses ranking) , the principle arguments and issues
raised, and the major conclusions and recommendations.
• Must have value proposition(s) and must show development of value proposition(s).
• Exec summary points out how the tests contributed to better insight about problem-solution fit. Student shows conclusions of opportunity evaluation tools and makes clear how the tests changed the value proposition canvas and there is clear direction about `what I am going to do next’ (conclusions and recommendations in dot point form).
• Your 400-600 words must convincingly present evidence for next steps: iterate, pivot or proceed. See rubric for more details.
• You must add the 1-1.5 page exec summary in the appendix of the group report clearly stating your name and student number in the heading. You must also add individual appendices like:
1. Value Proposition canvas(es),
2.Oppportunty evaluation tools;
3. Test/learning cards.
4. Listof hypotheses and motivaion/justification of your choice of
critical hypotheses used for testing;
5. Motivation and justification of your test questions;
6. Test question results table;
7 References and any other important supporting material for your individual idea.
Individual presentation of 1 slide
At the end of the group presentation each individual member who’s idea is not the group idea presents oneslide(!) with (be concise, you will only have one minute for this!):
• The value proposition of your idea
• Which critical hypotheses you’ve tested and what insights you collected
• Conclusions, possible iterations and next steps