IPL - Value_Proposition_design.
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The document outlines a comprehensive assessment of a redefined meetup experience conducted by a Bangalore chapter team, highlighting customer discovery through interviews with 14 attendees and organizers. It identifies key personas, their motivations, expectations, and pain points regarding the current meetup format, presenting insights on attendee behaviors and organizer challenges. The proposed solution emphasizes a personalized and governed platform that connects individuals based on shared interests and validates attendee profiles for improved networking and learning opportunities.
IPL - Value_Proposition_design.
- 1. 6MBP101 Value Proposition Design: Assessment ‘Meetup Experience Redefined’ Bangalore-Chapter Team – Amol Nanda Suresh
- 2. • Customer Discovery • Interviews • Persona • Summary • Problem – Solution Fit • Customer Profile Map – Value Map • Elements of Value • Assumptions & Hypothesis • Experimentation Approach Agenda
- 3. Customer Interview Context • 14 Customers Interviewed (Attendees & Speakers/Organizers) • Source of the event details • Job Function/Educational Background • Job Role & Hands on Experience • The Purpose of attending the meetup • How the learning is going to use • Tech Industry Experts, Aspirational Techies, Startup Founders • Linked In, Meetup.com, Emails • Engineering/Tech & Diversified, • Managerial & Avg. of 10 Yrs. Exp. • Understand New - Emerging Tech, Social Reasons • Apply in long term, More Research
- 4. Why did you Attend a meet-up in the first place? What do you not like about a meet-up? What do you like about meet-ups? What are the top three inconvenient things about the meet-up you attend? • How often do those thing repeat? What can organizers/meet-up platform can do better? What are your meet-up interests. Interview questions
- 6. Vikram • 30 to 35 • Mid- Carrier IT professional • Meticulous planner • Interested in skill development Behaviors • Develops insights into new enterprise network related technologies • Understands how his technology impacts his customer’s organization • Meet’s customers and technical stakeholders regularly on their requirements/challenges/needs Aspirations • Be the trusted advisor to his customers • Be recognized inside his company for his work with customers • Keep winning President’s club awards • Build personal brand and Network • Look for career transitions Goals • Want to create his own stack of technology, that he can sell as a solution to his enterprise’s customers • Design a framework that he can replicate • Integrate new technologies within his framework Persona -1- Attendee
- 7. Empathy map – While planning to attend an event Vikram Thinks • Where is this happening? What time should I leave? • How many are attending? Who all are attending? • How do I connect with them before the meeting? • What questions should I ask the organizer/host on the topic • Who should I sit next to? I hope there are no party poopers Vikram Does • Research the topic; Explore who else is attending this meetup • Reaches out to the organizer • Books a cab/ leave home early; Gets to the location early • Messages the organizers but no response. Introduces to everyone as much possible • He’s forgotten his card – hard to follow and connect with people he met Vikram Feels • Anxious about how the experience will turn out • Disappointed as if he is in the wrong place, the meet-up does not meets his expectation, and there is no one worth connecting with • Excited – when there is a good experience with the meet-up; Connects with relevant people Vikram Says • I have to do more research about the meetup • I need to go to this meet-up this will help me with learning • I need to connect with the people who are experts in this technology • I need to leave around 9 a.m. to make the most of it • Connect and follow-up with at least three people
- 8. Nitish • 25 to 30 age • Budding Marketing professional • Professional music artists • Moved from different place • Interested in meeting other like- minded artists and make new friends Behaviors • Designing and developing a marketing and execution strategy for his company. • Working with multiple stakeholders, sales/PM • Meets partners and customers Aspirations • Be a jack of all trades and master’s in marketing • Aspiring to be a leader • A rainmaker by gaining cross functional and customer facing roles • A better person than he is today Goals • Learn to be a leader and develop that quality • Have new experiences and create new experiences for others around him • Connect people and understand the behaviors of cross-functional Persona -2 - Attendee
- 9. Empathy map – While planning to attend an event Nitish Thinks • Am I meeting like-minded people? Do they all share the same music interest I do? • How many will be attending? Can I see who all are attending and their profiles and interest? • How do I connect with them outside the meet-up? • Who are the organizers? Have they organized good meet-ups in the past? • What are attendees talking about? Where else Attendees Jam? Nitish Does • Join the meet-up • Try researching the organizers and attendees • Brings his equipment (Guitar and flute) • Book a cab and get to the location • Introduces to everyone as much possible • Has good/bad experience • If good, attends the same meet-up again Nitish Feels • Excited – to meet new people as he has no friends in the city, yet • Anxious: around the culture of the city, whether or not he will meet people to his liking • Tries hard to tune-in and be part of the flow Nitish Says • Don’t want to go to the music concerts alone • There are not a lot of colleagues who share the same interest in Music like I do • Let me ask my colleagues suggest some. • I will join or create a meet-up
- 10. Krishna • Event Organizer: Evangelist • 30-40 years • Worked in India & US • Employee of a Startup Behaviors • Well mannered & soft spoken • Organizing startup community events • Speaker management for events • Social person, approaches each attendee and makes them comfortable Aspirations • Build his own brand value in startup community • Evangelize his company’s product & services • Help his company to hire best talent Goals • Every quarter, organize meetups/webinars to make people connected and built knowledge evangelism • Participate as a speaker / trainer in various events Persona – Event Organiser
- 11. Empathy map – While organizing an event for Krishna’s company Krishna Thinks • Will agenda be engaging ? • Should this be free ? • What happens if I don’t get any venue ? • Will we get the right audience? Will they turn up? • Will the speaker be effective? Krishna Does • Identify Agenda/Speaker/target audience • Plan logistics and conduct event • Network hire and take feedback Krishna Feels • Anxious to find the right audience, right speaker ,right venue • Fearing that speaker may not show up, less attendees, irrelevant attendees • Overwhelmed to see lot of people turn up and also have speaker on time • Happy to connect few prospects as customer and employee Krishna Says • When & Where should I host event? • What is the right agenda ? • Need to connect with speakers and finalize • Who will be the right audience ?
- 12. To Summarize.. Attendees • Attending meet-ups for professional reason • Experienced Techies looking into Career Transition • Learning, keep up with the trend, Networking and personal branding • Attending meet-ups for Social reasons • Find people with same interest • Hang out, Hike, Party • Find fun outside work • Socially transform Organizers • Tech freelancing evangelists • Tech evangelists who are employees of startup • Startup founders co-ordinate with tech evangelists
- 13. To Summarize.. Most of the Problems Attendee Point of View • Expectation Mismatch in terms of the Agenda and the Topic • Organizers are not making sure that the Relevant attendees are attending for the relevant meetup No complete information about who is attending and who is speaking • Logistics Information is not updated at least one day prior to the event day Most of the Problems Organizer Point of View • Organizers not easily able to find the right set of attendees • Organizer does not have any tools to validate & govern Attendees, before and during the event • Logistics Management Organizers finding difficult in identifying the feasible venue
- 14. Problem – Solution Fit (Attendee) Gain Creators Pain Killers Offering Gains Pains Customer Jobs • Venue/event registration details/ fees is not updated on time & not clear • Topics are not covered as listed in agenda • Don't know who is attending • Interest Mismatch • Locations are not accessible sometime • No screening of participants • Get Certified and become expertise in the technology • Increased reputation and rapport with other experts • Career guidance and opportunities • Socially transform self And others • Network and Build relationships • Learn new skills, trends and tools, and be the Go-To guy • Apply and get appreciated from the client • Connect with like minded individuals Meetup Experience Redefined : Personalized & Governed A holistic platform connecting passionate individuals with their passion • Self-maintaining governance model • Integrate with the Facility Providers/Partners • Meet-ups curated for specific interest based on prior reviews, mandate profile interests and validate Attendee Profile with LinkedIn • Skill follow feature or invite people who’ve specific skill • Facilitate Video Conference meetups • Reporting & No Soliciting Policy • Easily Find new friends and groups with similar interests • See who is attending and their full profile, and establish a communication channel • Rating and Scores of Attendees in tech areas based on post event assessment • Certifications through third party & startups; Identify Mentors and Jobs portal integration FIT 🔛
- 15. Problem – Solution Fit (Organizer) Gain Creators Pain Killers Offering Gains Pains Customer Jobs • Identifying the Right set of Attendees and Speakers • Venue/Facility Availability on time • Unable to do structured governance • Help People to Meet and Discuss the usage • Get Market Visibility for the Product/Service (Branding) • Get key Partners for Products & Services • Hire right talent • Organize a tech event and evangelize company’s products & services • Organize an Event to Connect like-minded skilled people, to Share & Learn Meetup Experience Redefined : Personalized & Governed A holistic platform connecting passionate individuals with their passion • Partnering with Vendors/Platforms to make sure the logistics facilities are taken care • Validate Speaker profiles through Social/Professional network and mandate full profile updates/interests • Generate Attendee Pass to validate Attendees before the start of the event • Attendees rating & scores in tech areas based on post event assessment • Provide company’s Products & Services Certification platform for attendees • Identify Mentors and Jobs portal integration FIT 🔛
- 16. Elements of Value Social Impact Life Changing Emotional Functional • Saves time, very specific, No nuance • Easy to report/Feedback • Self governed rewarding system for attendees/Organizers • Provides access to find new people with my specific interests to network and bond • Quality of Experience • Network effect to create more opportunities for people in group • Meet-up specific to attendee’s interest so they are motivated to attend
- 17. Assumptions Customer Product Market • Attendees are fine in sharing their Social / Professional Interests • Attendees/Organizers are fine facilitating video conference meetups • Attendees who are interested in exploring new things are potential customers • Attendees/Organizers will trust the Rating Mechanism of the Product • Third Party platforms will allow to partner in sharing the required services Venue Facilitation Profile Validation Career Portals • Use of AI/ML to predict the Customer Interests and Recommendations • Mobile App for Bar Code scanning of Attendee Pass • People will pay to go to meet- ups with specific interest • Self Governance/ Community Governance will keep uninterested people off the community • Attendees/Organizers will refer the Product to other Attendees/Organizer
- 18. Assumptions Hypothesis Experiment IPL EMBA Cohorts will pay to go to meet-ups with specific interest/Skillset match 25% will agree to pay at least RS. 200 for a meet-up where they are sure to learn, network with VALIDATED people with specific skillset/interests, at the RIGHT venue and topic Conduct a Survey to get the Perception if an “Event will be held on Effective Go To Market Strategy topic in IIM B campus by IIM B Professor, with Participant Certification”; and will they pay Rs.200 to attend the meetup Self Governance/ Community Governance will keep uninterested people off the community • 90% will agree to rate members based for their worthiness of skill and interest to be part of the group. • This means they will get rated/voted too. • Feedback/voting will be accessible to few members of the commune who make decisions. Conduct a Survey to check if “AN ATTENDEE if ok to GET RATED by another ATTENDEE to whom he was connected in the recent meetup based on the VALUE that he has added during the MEETUP” Assumptions/Hypothesis/Experiments
Editor's Notes
- #7: Proposals and Sponsorship management with new and existing partners
- #8: Helpless if logistics do not meet the need of the attendees Amazed to see how attendees are asking questions and taking interest Happy to connect few prospects as customer and employee
- #9: Proposals and Sponsorship management with new and existing partners
- #10: Helpless if logistics do not meet the need of the attendees Amazed to see how attendees are asking questions and taking interest Happy to connect few prospects as customer and employee
- #11: Proposals and Sponsorship management with new and existing partners
- #12: Helpless if logistics do not meet the need of the attendees Amazed to see how attendees are asking questions and taking interest Happy to connect few prospects as customer and employee