Clientes-alvo - A importância da caracterização dos "porquês"

Excelente artigo de Alex Osterwalder, "Achieve Product-Market Fit with our Brand-New Value Proposition Designer", que vem complementar a ferramenta, o business model canvas, com uma aplicação dedicada a melhorar a identificação dos "porquês" dos clientes-alvo e a formulação da proposta de valor.
.
Relativamente aos "porquês" dos clientes-alvo:

Não basta identificar os clientes-alvo, é preciso perceber as razões que os podem atrair:

• Customer jobs - "It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy."
• Customer gain - "the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings"
• Customer pain - "describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done"

Relativamente à proposta de valor a oferecer aos clientes-alvo:

• Products & services - "Ask yourself which products and services you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?"
• Gain creators - "How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?"
• Pain relievers - "How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?"

Desta forma, a construção de um business model canvas, mais do que nunca, tem de começar pela identificação do segmento de clientes, os clientes-alvo, que pretendemos servir, tudo o resto é em função deles, o que procuram e valorizam, a experiência.