startup turkey 2017 - jon crawford
TRANSCRIPT
JonathanCrawford
Raised $7M from Spark, KP, Intel, First Round, CRV
25 employees, 100,000+ stores
Sold to OpenSky (Alibaba)
Mentor startups on product, UX, branding & strategy
Solo founder/CEOStorenvy
Most founders don’t *really* understand the value they deliver to customers.
POSitioning
The Triforce of value
• X Good. Fast. Cheap. Pick 2.• Answers the question ”*HOW* will we provide
value?”• Good: Quality, complexity, features, elegance,
status, reliability• Fast: Speed, convenience, effortless, time-saver
• Cheap: Affordable, low-investment
Good
fast CHEAP
PICK TWO
GoodQuality, complex, feature-Rich, elegant,
status, reliable
FastSpeed, convenient, effortless, time-saver
CHEAPAffordable, low resource investment
• X Good. Fast. Cheap. Pick 2.• Answers the question ”*HOW* will we provide
value?”• Good: Quality, complexity, features, elegance,
status, reliability• Fast: Speed, convenience, effortless, time-saver
• Cheap: Affordable, low-investment
Good
fast CHEAP
PICK TWO
• positioning
• clarity & focus
• customer segment
• what you’re *NOT* doing!
Good Fast Cheap. pick 2.
Never try to do all 3
Positioning
Customer Value
The Triforce of value
Customer Value
ProductCustomer Value
+ =
You’re selling
fireball Mario
Customer Value
Triangle Examples
Don: People don’t buy products. They buy Better versions of themselves.
POSitioning
Customer Value Awareness
The Triforce of value
CAPability
Utilization
AWARENESS
VALUERecognition
Positioning
Customer Value Awareness
The Triforce of value
