Marketing Canvas

Market types

Existing markets

Customers are known

Take a look at the actual innovation rate

Resegmented markets

Hypothesis about who the customers are

New markets

Customers are unkown

Clone markets

Customers are possibly known

No competitors

Jobs to be done

Hypothesis about who your customers are

Go out of the building

Aspirations

Understand customer utopia they would like to realize through their consumption

Engagement

Understand level of engagement

Thanks to NPS

3 kinds of customers

Promoters

Passives

Detractors

Pains/Gains

Understand what benefits customers expect

Understand what we could get rid of because it is unnecessary