Jobs to be Done Template: Opportunity Landscape
About the author: Tomas Corza is a marketing Strategist, Jobs to be Done practitioner and musician.
Below is a jobs to be done template for the opportunity landscape. With a blank downloadable template at the bottom.
Once anticipated outcomes are gathered from customer interviews. The opportunity landscape can inform us which to focus on for value creation.
Recall the example from my job mapping template;
(Click here to view my jobs to be done template for job mapping)
Market Statement: automobile purchasers trying to purchase a new automobile from an auto dealer
Customer category: purchase deciders
Job to be done: purchase a new automobile
Context description: from an auto dealership
In the “conclude” step of the job map, the customer is taking delivery of their new vehicle. The anticipated outcome is to “reduce the time it takes for vehicle delivery.” The opportunity landscape can determine if this anticipated outcome is an adequate area for value creation or not.
First a group of those within your target segment must be surveyed in the following format;
When taking delivery of your new vehicle, how important is it to reduce the time it takes for vehicle delivery? Select from the following.
1 - Not important at all
2 - Somewhat important
3 - Important
4 - Very important
5 - Extremely Important
When taking delivery of your new vehicle, how satisfied are you with your ability to reduce the time it takes for vehicle delivery?
1 - Not satisfied at all
2 - Somewhat satisfied
3 - Satisfied
4 - Very satisfied
5 - Extremely satisfied
Survey responses are then used to calculate an importance and satisfaction score. Using the following formulas;
Importance: (Mode ≥ 4) × 10
Satisfaction: (Mode ≥ 4) × 10
The importance and satisfaction scores are then used to determine the opportunity grade. With the following formula;
Importance score + max(Importance score – Satisfaction score, 0)
The opportunity grade is then graphed on a scatter plot. Where the opportunity grade lands on the scatter plot informs us whether the anticipated outcome of “reduce the time it takes for vehicle delivery,” is an adequate area for value creation or not.
Opportunity grades in section #1
Achieving this anticipated outcome is not very important to the customer. Customers are also extremely satisfied with their current ability to accomplish this anticipated outcome. Targeting this anticipated outcome for value creation would be good for those who wish to utilize a disruptive strategy. One which helps customers get the job done worse but at a lower cost than alternate solutions would.
Opportunity grades in section #2
Achieving this anticipated outcome is important to the customer. Customers are also satisfied with their current ability to accomplish this anticipated outcome. Targeting this anticipated outcome for value creation would be good for those who wish to utilize a sustaining strategy. Offering customers a solution that has little to no price or product changes and helps them get a job done as effectively as alternate solutions would.
Opportunity grades in section #3
Achieving this anticipated outcome is very important to the customer. Customers are also not satisfied with their current ability to accomplish this anticipated outcome. Targeting this anticipated outcome for value creation would be good for new market entrants. Who wish to utilize a differentiation strategy by providing to customers a solution that helps them get the job done better than alternate solutions would.
Opportunity grades that land in sections #4
These are hybrid anticipated outcomes. Meaning this outcome is important for some customers but not for others. Customers are also both satisfied and not satisfied with their current ability to accomplish this anticipated outcome. Targeting this anticipated outcome for value creation would be good for those who wish to utilize a dominant strategy. Offering customers a solution that helps them get the job done better than alternative solutions would but at a lower cost.
The blank jobs to be done template is below;
Click here to learn more about JTBD theory.
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