2.2 Your customer might not be who you think it is.


The first thing you need to do when you are building a value proposition canvas is focus on who your target customer is. In this video, Blair and Paul introduce you to a framework to help you identify potential customers and understand the roles that different customer types play.

The starting point in this process is identifying ‘Who is the end user?’

Types of Customers, Part 1

It’s fine to understand these models conceptually but you have to put them into practice! This video maps out an exercise for you to apply to your own venture idea, or, if you are not currently working on your own project, to help you sharpen your skills with a challenging example.

Types of Customers, Part II

Your turn: Build Your Customer Pyramid

For this activity, you have two options:

Option 1: Take your venture idea and sketch out your hypotheses using the framework. Based on what you learned in the video, who do you think the end-user is for your product or service? The economic buyer, the influencer, etc.?

Remember: This is a hypothesis; it needs to be tested, and improved with the feedback you gather in your discovery process.

Option 2: If you are not currently working on your own venture idea, use the “Diabeter” example from the video to help you work through these concepts.