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This factor is all about identifying your ideal hungry customer, their burning problem, what clear-cut value is provided to them, and what meaningful metric they will use to measure the value our product provides them.

See the burning problem, clear-cut value, and meaningful metric here Problem, Value, Metric

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  • This page contains a summary of each of the calibration steps.

  • Details on each of the steps to calibrate this factor are contained in subpages.

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Summary of the Calibration Steps Table

Results: Problem, Value, Metric

Customer

User Type

Burning PROBLEM

Clear-cut VALUE

Meaningful METRIC

Compliance Professional

Biz User

Identify and understand necessary external compliance requirements

Reduce time required to identify and analyze compliance requirements

Compliance requirements identification and analysis efficiency, speed, and reliability

Policy Manager

Biz User

Identify and understand gaps and coverage of between internal policies and external compliance requirements

Reduce time required to identify and analyze gaps and coverage between internal policies and external compliance requirements

Gap and coverage identification and analysis efficiency, speed, and reliability.

Chief Compliance Officer

Biz Buyer

Achieve and maintain compliance

Decrease human resources cost, increase compliance initiative implementation/maintenance speed and reliability

Human resources cost,

Regulatory compliance expense, mean time to issue discovery

Chief Risk Officer

Biz Buyer

Identify, understand, and mitigate compliance risks

Decrease human resources cost, increase gap analysis speed and reliability

Human resources cost, risk severity gap, risk mitigation timeframe

Hungry Customer Calibration Steps Table

Step 1: Establish your customer software stack

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1. Establish your customer software stack

Software Stack Type

Reasoning

Business Apps and service

Saas portal that hosts customizable Compliance Portfolios that linguistically analyze and compare compliance requirements across different compliance documents aka standards, regulations, best practices, etc in order to simplify compliance initiatives

Tech infrastructure and tools

Step 2: Identify Your Customer Subtypes

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2. Identify Your Customer Subtypes

User

Type

Reason & Example (linked in profile, etc.)

Compliance Professional

Biz User

Policy Manager

Biz User

Buyer

Type

Reason & Example (linked in profile, etc.)

Chief Compliance Officer

Biz Buyer

Chief Risk Officer

Biz Buyer

Step 3: Map Relevant Value Frameworks

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3. Map Relevant Value Frameworks

User

Type

Framework

Reasoning

Compliance Professional

Biz User

Jobs To Be Done

Identify and analyze external compliance requirements to include in their compliance framework

Policy Manager

Biz User

Jobs To Be Done

Analyze gaps and coverage of their internal policies and external compliance requirements

Buyer

Type

Framework

Reasoning

Chief Compliance Officer

Biz Buyer

Biz Value Chain

Decrease human resources cost, increase compliance initiative implementation/maintenance speed and reliability

Chief Risk Officer

Biz Buyer

Biz Value Chain

Decrease human resources cost, increase gap analysis speed and reliability

Step 4: Anchor Value Drivers for Each Customer Subtype

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4: Anchor Value Drivers for Each Customer Subtype

Ideal Customer

Type

Value Framework

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Business Problem / Job Pain

Clear-cut Value / Job Progress

Meaningful Metric / Job Gain

Compliance Professional

Biz User

Jobs To Be Done

Achieve and maintain compliance

Decrease human resources cost, increase compliance initiative implementation/maintenance speed and reliability

Human resources cost,

Regulatory compliance expense, mean time to issue discovery

Policy Manager

Biz User

Jobs To Be Done

Identify, understand, and mitigate compliance risks

Decrease human resources cost, increase gap analysis speed and reliability

Human resources cost, risk severity gap, risk mitigation timeframe

Chief Compliance Officer

Biz Buyer

Biz Value Chain

Identify and understand necessary external compliance requirements

Reduce time required to identify and analyze compliance requirements

Compliance requirements identification and analysis efficiency, speed, and reliability

Chief Risk Officer

Biz Buyer

Biz Value Chain

Identify and understand gaps and coverage of between internal policies and external compliance requirements

Reduce time required to identify and analyze gaps and coverage between internal policies and external compliance requirements

Gap and coverage identification and analysis efficiency, speed, and reliability.

Establish Customer Software Stack

Where does your product and company fit in your customers' SW stack?

Who are you

  • Competing with

  • Complementing

  • Building for

Stack Types

Business apps and services are consumed directly by the business.

This includes niche SaaS offerings covering various business processes and Business-specific data AI solutions.

Examples: Salesforce, Marketo, Adobe, Netsuite, SAP, and Oracle.

Tech infrastructure and tools are consumed by technologists either within the company or on behalf of the company. Tools targeted at tech builders and practitioners and that don’t touch the business user directly.

This includes cloud software stacks for developers to build cloud native apps; data platforms for data engineers to build data pipelines, reports, and monitoring; and AI

Business platforms bridge the two categories. Here, the software stack acts as a platform that serves both the business users with some ready-made apps as well as the developers who can use lower-level primitives (e.g. APIs and open source frameworks) to build custom use cases.

Examples include the Stripe payment platform for merchants, industrial IOT stacks for frontline manufacturers, gaming stacks like Unity for gamers, and marketing stacks like Adobe for marketers.

Customer Subtypes

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User Subtype

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Question to Answer

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Examples

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Job Titles

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Business User

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What business job will the user hire your product for?

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file an expense report, approve a purchase order, hire a candidate, increase sales, grow leads, etc.

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Employee, customer, partner

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Tech User

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What technical job will the user hire your product for in the SDLC and/or IT environment?

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By a cloud deployment engineer, to upgrade a software system; by a security ops user to reduce security incidents; by an IT sysadmin to provision IT services for new hire; infrastructure engineer to provision app development team, etc.

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Developer, data engineer, data scientist

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Builder

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What job will the builder hire your product for? What is the builder building with your product? For whom?

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A designer hires Figma to build designs for Business Users, a developer hires API products (Stripe, Twilio) to build apps for Business Users, a data analyst hires Tableau to build dashboards for Business Users. Etc

Developers, Data Engineers, Data Scientist, Analyses

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Buyer Subtype

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Question to Answer

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Job Titles

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Business Buyer

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How to get business value (ROI) from the product?

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Functions: marketing, sales, finance

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Tech Buyer

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How to scale production of software value streams with right economics (TCO)

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IT: network, infrastructure, app, data

Value Frameworks

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Customer Quartet

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Cares About

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Relevant Framework

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Business User

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How to get a job done by the tech product

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Business Buyer

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How to get business value (ROI) from the product

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Business Value Chain framework with focus on the business process, where and how value gets created, the ROI generated, and business metrics affected.

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Tech User

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How to build better software faster

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Agile and DevOps software methodologies, where the user fits in the development lifecycle, and how the product assists the users.

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Tech Buyer

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How to scale production of software value streams with right economics (TCO)

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Flow Framework* (Milk Kersten) that shows how IT departments of companies are building and running software factories and what the key software value artifacts being products and managed by companies at scale are.

Value Drivers

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INPUT

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Customer Type

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Value Framework

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A

...

Biz Buyer

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Biz Value Chain

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Business Problem

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Business Value 

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Business Metric

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In 10 words or less

Describe Ideal Buyer Champion Profile (copied from above)

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Describe what business value process or chain does the buyer own or care about

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Describe the business problem

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Describe business value of solving the problem with your product

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Name the metric the buyer cares about that you will improve

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B

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Biz User

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Jobs To Be Done

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Job Pain 

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Job Progress 

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Job Gain

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In 10 words or less

Describe Ideal User Persona

(copied from above)

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Describe what is the job to be done for which the user employs your product

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Describe the pain the user faces in getting the job done today

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Describe the progress user makes in their job to be done with your product

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Describe the gain user faces in their job with your product

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C

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Tech Buyer

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SW Value Stream

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SW Problem

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Tech Value 

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Tech Value Metric

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In 10 words or less

Describe Ideal Tech Buyer Champion Profile (copied from above)

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Describe what in the software value stream does the buyer own or care about (infra, dev, ops, etc.)

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Describe the problem in the software value stream

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Describe technical/software  value of solving the problem with your product

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Name the metric the Tech Buyer cares about that you will improve (Value, Cost, Quality, etc.)

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D

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Tech User

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JTBD 

in SW Dev Cycle 

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Job Pain 

...

Job Progress 

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Job Gain

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In 10 words or less

Describe Ideal Tech User Persona

(copied from above)

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Describe what is the tech user operating within the software dev or ops lifecycle 

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Describe the pain the user faces in getting the job done today

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Describe the progress user makes in their job to be done with your product

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Describe the gain user faces in their job with your product

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E

...

Builder

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JBTD

in Builder LifeCycle

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Builder Pain 

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Builder Progress 

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Builder Gain

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In 10 words or less

Describe Ideal Builder Persona

(copied from above)

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Describe what is the builder building within the software dev or builder lifecycle 

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Describe the pain the builder is facing to build today

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Describe how your product helps the builder build better

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Summary

Results: Problem, Value, Metric

Customer

User Type

Business PROBLEM

Business VALUE

Business METRIC

Compliance Professional

Biz User

Identify and understand necessary external compliance requirements

Reduce time required to identify and analyze compliance requirements

Compliance requirements identification and analysis efficiency, speed, and reliability

Policy Manager

Biz User

Identify and understand gaps and coverage of between internal policies and external compliance requirements

Reduce time required to identify and analyze gaps and coverage between internal policies and external compliance requirements

Gap and coverage identification and analysis efficiency, speed, and reliability.

Chief Compliance Officer

Biz Buyer

Achieve and maintain compliance

Decrease human resources cost, increase compliance initiative implementation/maintenance speed and reliability

Human resources cost,

Regulatory compliance expense, mean time to issue discovery

Chief Risk Officer

Biz Buyer

Identify, understand, and mitigate compliance risks

Decrease human resources cost, increase gap analysis speed and reliability

Human resources cost, risk severity gap, risk mitigation timeframe

Resources

https://anuragwadehra.substack.com/p/who-is-the-customer-in-business-marketing

https://www.anuragwadehra.com/p/who-are-your-champions

https://www.anuragwadehra.com/p/creating-champion-developers