PND Statements
What does PND stand for?
Pain/Need/Desire
What is a PND without a representative target customer?
Useless.
Can you identify a PND without first identifying a target customer?
No, you should first identify a customer base
What product did Nespresso produce?
A convenient way to bring the classic expresso experience into your home (or anywhere with a power outlet).
What product did Motorola innovate/adapt to boost their business?
The mobile pager.
What should you not include in your PND statement?
The solution itself.
What is the PND not?
A slogan or advertisement.
A well built solution addressing their core PNDs adequately.
What was Nespresso's identified opportunity?
Personal gratification in coffee, a luxurious home experience.
What was Motorola's PND statement?
Teenagers want mobile communication devices that also allow them to make a social statement
What makes a good PND statement?
1-2 sentences summarizing the pain/need/desire that are to be satisfied by the solution.
Warning sign of a poor PND?
Difficulty or confusion in expressing the PND clearly.
What is the problem with this mentality?
https://shorturl.at/NrTRZ
Not identifying the true PNDs of the customer and assuming your solution is the best for them.
Who is Nespresso's target audience?
Coffee lovers that seek an accessible authentic Italian expresso.
What did Motorola's target audience desire (teens)?
Beyond communication, teens PND was to style their devices as a form of expression.
How to finalize and refine your PND statement?
Verify it with other perspectives, especially your target customers. Writing it out can help clarify sub-needs.
What is one of the biggest contributors of a failing startup?
Identifying the wrong PND, and failing to catch it, innovator locked in on their own idea.
Why do you need a specific target audience?
Targeting too wide a customer base will usually lead to failure, unable to zero in on a clear PND and develop a solution.
What were some of Nespresso's identified PNDs?
- The desire to share a special moment with friends/visitors
- Freedom of good coffee anywhere
- Comfort without pain, no need to be a trained barista
What opportunity did Motorola unlock with their wider PND?
The opportunity to expand to customization of devices and a new market selling accessories.
Characteristic of a good PND that can boost business.
Targets a wide range (not too wide). Can introduce opportunities that previously weren't thought of.
What happens when you try to satisfy too many PNDs at once?
Most likely failure
- lack of focus
- resource consuming
- misguided R&D process
Why was Ferrari successful?
They focused on a narrow market segment that could afford their ridiculously high prices and enjoyed their luxury product.
What are the three elements from the IpOp model in Nespresso's PND statement?
- Environment: Identifying PNDs of good easy coffee anywhere
- Stakeholders: Idea of anyone to be able to access great coffee
- Apparent opportunity: A well designed device to brew coffee with minimal hassle
What are the three elements from the IpOp model in Motorola's PND statement?
- Environment: Identifying new avenue of business with teens desire to make a social statement
- Stakeholders: Customizability of pagers for teens
- Apparent Opportunity: Expanding into design customization and accessories targeted for teens.