1. Bad Alternatives

What’s a bad alternative you ask? The fundamental reason someone uses your product—aka some pain they’d have to go through (or are currently going through) to fulfill their intent or desire.

When a user faces a bad alternative, they experience problems with it. Those problems have implications about how their life will get worse. We pitch features to solve those problems so our users benefit.

Color Legend: Scenario → Intent → Bad alternative → problems → implications → features → benefits

(credit:

GotUsers⁠

)

Bad Alternatives

Bad Alternatives

Scenario

Who

→ Intent (of customer)

Model

→ Bad alternative

Pain

→ Problems

→ Implications

→ Features

→ Benefits

There are no rows in this table

⁠

Think about which features (products / services) you can build to enable the benefits people need to stop using their bad alternatives.

The goal is not to build all of these; it’s just to keep a list of some possibilities. Ultimately, your

thesis⁠

should summarize what you build and for whom (and what the market size is you could capture).

Potential Products To Replace Bad Alternatives

Potential Products To Replace Bad Alternatives

Product

Description

There are no rows in this table

⁠

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