Be concise but precise.

The purpose of this doc is to give the team and stakeholders a succinct view on the problem space:

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problem space.

This document is intended to be complementary to our overall strategy, positioning, competitive and other documents. We should assume those are known, and only put in this document what is specific or different about this problem space.

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• Short description of the segment

• Can we make an Ideal Customer Profile (ICP)?

• Are the customer roles different from our over-arching ones (check here)?

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What problem do we solve? See if we have answers for these topics / questions:

• Unmet needs - succinct description

  • When there is no problem, it is highly unlikely that there is a business opportunity.

  • Try to describe the needs in terms of jobs the customer needs to do (Job-To-Be-Done) format.

  • Pains / Gains (try to use bullet points)

• Existing alternatives (incl. home-grown) - if applicable, and why they fail to deliver a solution

• Why does the customer have to solve the problem now? Is there an urgent reason-to-act?

• Is this problem at scale or local/trivial?

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Why UCF is better or worse positioned to solve the needproblem.

Why would we not be well positioned?

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• Do we have validation of the needs?

  • Beyond internal conversations, discussions with partners and friends.

  • Customer discovery interviews

    • real customers, face-to-face

• Industry stats?

  • e.g. research reports, general industry numbers,…

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Use high-level descriptions of capabilities, use bullets, this is not PRD phase

• Outline of key capabilities to address the unmet need (not technical)

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What is defensibly unique about our capability <> unmet needs set?

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Total Addressable Market (TAM)

The whole universe of state agencies customers who experience this need and whom we can reach.

Serviceable Available Market (SAM)

The part of this market that we can realistically reach and convert in a medium- to long-term.

Serviceable Obtainable Market (SOM)

What can we realistically capture of this market in 18-24 months after solution launch? What are our beach-heads? Taking into account our

• Competitive advantage

• Current market penetration of competitors

• Our marketing and sales teams' need for time to reach the customers in (pre-)buying mode

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Early adopters & how to reach them:

• Strategy: Top-down or bottom-up (see here)

• Marketing channels

  • Which ones and why are they the best to reach this SOM?

• Budget:

  • Do we need funds to spend on marketing?

  • Estimate for CAC in this market

• Sales execution

  • Strategy direct or partner-led

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Strategy to scale-up

Infliction What is the inflection point of when to switch from beachhead to scaling?

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• Value & pricing model

  • Do we offer identical pricing and model as for other customers

Our solution is part of larger compliance deals that ServiceNow delivers to the state agencies.

We currently decided to move forward with our standard pricing.

Model

What model best fits state agencies? Any specific requirements?

• • ?

• What is the expected revenue of our SOM?

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Do we need clearance to sell to some agencies, etc

If we don't have any, that is ok, don't invent any.

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