Session 4: Who is Your Customer?

By the end of the session, students will be able to: 

• Identify and justify a primary target customer segment using the Innovator’s Canvas, and complete the customer blocks (segments, needs, behaviors, context). 
  

• Build an Ideal Customer Profile and one persona capturing jobs to be done, pain points, and motivations, then rank the top pains with brief evidence from quick research or mini-interviews. 
  

• Draft a one-sentence value proposition linked to the highest-priority needs and map a simple customer journey from awareness to first use, noting key frictions and moments that matter. 
  

• List the riskiest assumptions, write testable hypotheses, and design two lightweight tests with success metrics and decision rules tied to product–market fit, then turn insights into next steps for the product and go-to-market plan.