” Most startups fail, not because they fail to build what they set out to build, but because they waste time, money, and effort building the wrong product. I attribute a significant contributor to this failure to a lack of proper ‘problem understanding’ from the start.”
– Ash Maurya
This is Why we should focus the problem and solution felids on the early stage of starting up the business.
In Designing a Business (Design Thinking + Lean Startups) module we were taught about ‘Lean Tribe Canvas’ by Corrine which is the different adaptation of Business Module Canvas by Alex Osterwalder that I used to write about and also base on Lean Canvas by Ash Maurya.
Here is what the lean tribe canvas look like.
To begin with ‘Tribe‘
Tribe is customer segment which is the thing that we need to distinguish between who are your customer which is the people who give you money and who are your user which is the people who use your product. Sometime this might not be the same thing, for instance in the case of “Zoo in my belly” book that corrine give us to be the exercise in the class. The book is about to inspire kids to eat healthy food designed by Corrine. As we can see the book is for kids which is user but the people who give you money can be parents or schools or nurseries, thus they are your customer which is tribe in this canvas.
‘Tribe troubles‘
The troubles as the problems they need solved. We can come up with telling the touch story, mapping the journey or analyzing emotional cognitive and physical needs. Think about the troubles and then narrow it down on the customer segment which is your tribe.
‘UVP‘ Unique Value Proposition
This is how you illustrate to tribe and indicate the problem that they are facing why they have to buy this product like a bundle of the benefits from your product from tribe view.
‘Your Solution‘
When you know what is the trouble of you tribe, what is going to be the most effective solution for you tribe to help them solve their problem.
‘Tribe Channels‘
This is the way how you can reach or connect with your tribe and also the thing that give you some feedback. It is about sale, distribution and communication with you tribe.
‘Tribe costs‘ and ‘Tribe offering‘
Tribe costs is about the money that you use in the business. Tribe offering is the things about can they give feed back or tell the friend or post it on facebook or all over social media and that is worth something to the business.
‘Tribe track‘
This is the activities that the tribe do then keep track of to be information how your business is going on, succeeding or fail using a lot of thing online such as website, the things call ‘key metric’
‘Your Defence‘
This is what you doing that give you the advantages over you competitors. Maurya (2011) suggests that our real competition is not who we think they are, but who our customers think they are. Think about this with this following questions in mind.
Do you have a patient?
Are you first to this?
Are you doing something different?
Is it really hard to them to duplicate?
What is unique about your business?
Finally, having well prepare and well organize help you have the upper-hand. For people who are interesting about business module, here is a usable clip for further information related with this lesson http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2875
Reference
Beaumont, C. (2013) Lean Tribe Canvas. Available at: http://macekingston.wordpress.com/2013/10/25/lean-tribe-canvas/(Accessed: 14 November 2013)
Maurya, A. (2011) Why Lean Canvas VS Business Model Canvas?. Available at: http://practicetrumpstheory.com/2012/02/why-lean-canvas/ (Accessed: 14 November 2013)
onvipa s. 