Product-market fit is when your product/service benefits match your customer’s profile. Marc Andreessen, entrepreneur, and venture capitalist stated that it is when you get organic growth. We are going to discuss both of these, but we have to understand the customer first. The first question to ask does my product/service create the ability for the customer to do things they can’t do now). Or does it relieve the customer of current pains? This question applies to their work and home life.
Make sure you see the “job to be done” from their point of view, not yours. Also, distinguish between the types of jobs customers are trying to get done.
stated that We are going to start by putting some context around customer pains and gains’ First, the way we need to look at jobs, the pains and then gains.
Types of Jobs
Functional Jobs. When a customer performs a specific task or tries to solve a particular problem, Social Jobs.Situations where the customer wants to look good or gain status. Personal/emotional Jobs. When the job makes, the customer wants to feel good or secure.
Supporting Jobs is when the customer is playing a supporting role. For example, comparing product offers or when they are co-creators such as offering feedback or terminating value such as disposing of a product or service.
It is vital to take note of the context in which the job takes place because the framework can impose certain limitations or open up liberties. Also, not all jobs have the same importance.
Now Let’s Look at Customer Pains. Pains are anything that annoys the customer when he/she is trying to get the job done. Pains can also be potential risks the customer faces in trying to get the job done. There are three types of pains.
Functional Pains. The solution doesn’t work well, has adverse side effects, emotionally frustrating, or the job is tedious. Obstacles. Things that prevent getting the job started or completed Risks. Undesirable outcomes.
When examining these jobs and their pains, be as specific as you can. Are there any metrics you can use to clarify these pains (time, dollars, satisfaction, etc.)
Now Let’s Look At Customer Gains. Gains are outcomes and benefits that customers expect and are desired. These include performance, emotional, and cost savings. There are four types of gains:
Required Gains. It provides the basic or minimum positive gains expected.
Expected Gains. These are some additional gains we expect from the basic gains.
Desired Gains. These are gains we expect that go beyond what we expected.
Unexpected Gains. These are exceptional gains never imagined.
Again, when evaluating gains be as specific as possible. Can you use metrics to measure these gains rather than terms that could be misinterpreted? When you know precisely how to measure gains, you will be able to design a better value proposition.
