Define Your Customer Profile

This course explains how to determine your customer profile, so that you can create a value proposition and build a product they want

… and avoid losing time and money building something that doesn’t solve a problem.

Let’s start by explaining what is a value proposition and how important it is: What do we mean by Value Proposition?

In a nutshell, a value proposition is a clear statement that explains:
– how your product solves customers’ problems or improves their situation (relevancy)
– delivers specific benefits (quantified value)
– tells the ideal customer why they should buy from you and not from the competition (unique differentiation)It’s the primary reason a prospect should buy from you.

Value proposition is the #1 thing that determines whether people will bother reading more about your product or hit the back button.
As you may have guessed, the first step to designing a Lean Startup is to craft a great value proposition. This starts by knowing who your customer is. Alexander Osterwalder describes in his book “Value Proposition Design” how to establish a Value Proposition Canvas, and we will be using his canvas as a model in our course.
Recommended Reading:
Value Proposition Design (written by Alexander Osterwalder, Yves Pigneur, Greg Bernada, Alan Smith). We provide the link in the further readings section.


Value Proposition
Value Proposition
Customer Profile

The Customer Profile helps you know what drives the decisions of your customers. It is composed of 3 categories:

1) Customer Jobs
2) Customer Pains
3) Customer Gains


Customer Profile
Customer Profile
#1 Customer Jobs
They are what the customers want to realize in their life, or in their work.

Life goals

Life goals:
  1. A brilliant career
  2. A loving family
  3. Social respect
  4. Happiness

Customer Jobs can be:

– Functional: Your (potential) customers try to perform a specific task.
– Social: improve the way they are perceived by others.
– Emotional: Customers look for security, or love.

Maslow’s Hierarchy of Needs
One good exercise to define your customer profile is to use Maslow’s Hierarchy of Needs, represented as a pyramid with the more basic needs at the bottom.

How is your product or service helping your customer meet his needs? Start from the bottom of the pyramid and go upwards.

Maslow's Hierarchy of Needs
Maslow’s Hierarchy of Needs
#2 Customer Gains
The customer gains are the outcomes your target customers want to achieve, or the concrete benefits they are seeking.
For example, muscle building is often a customer gain associated to a customer job which is esteem from others and self-esteem.
Customer Gains
Customer Gains

Customer Gains can be:

– Required: Basic function (ex: a phone should be able to place calls!)
– Expected: Not basic, but we actually expect them as well (ex: we expect a mobile phone to be able to take decent pictures)
– Desired: What customers would like to have (ex: nice design for a phone)
– Unexpected: Gains that customers would not even think about

#3 Customer Pains
They are bad outcomes, risks and obstacles related to Customer Jobs.
Customer Pains
Customer Pains

Customer Pains can be:

– Obstacles: Things that prevent customers from even starting with a customer job
– Risks: Something that can go wrong and have negative consequences

Congratulations! You have your Customer Profile now!
One more thing! Now that you have your Customer Profile, it is important to rank the jobs, gains and pains so that you really understand what matters to your customers.
1) Select a customer segment
2) Identify the customer jobs
3) Identify the customer pains
4) Identify the customer gains
5) Prioritize jobs, pains and gains.
customer profile
customer profile
That’s all for this course! In the next lesson, we will explain how to build your Value Map.
Value Proposition
Value Proposition
Jim Rohn Sứ mệnh khởi nghiệp