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Customer Development

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Lean Startup Machine - These are the slides I used for the LeanStartupMachine module on Customer Development held in Rome's first edition, in May 2014 at the EnLabs accelerator. My gurus are Steve …

Lean Startup Machine - These are the slides I used for the LeanStartupMachine module on Customer Development held in Rome's first edition, in May 2014 at the EnLabs accelerator. My gurus are Steve Blank, Eric Ries, Brant Cooper, Patrick Vlaskovits, Ash Maurya, Trevor Owens and many others I have not listed. Lean startup and lean methodologies have proved to be incredibly invaluable to the development of our startup www.netlexweb.com, a SaaS for the legal profession.

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  • 1. CUSTOMER DEVELOPMENT #RomeGoesLean - @LSMRome MAY 2014 - LuissEnLabs Roberto Magnifico @RMagnifico
  • 2. YOU CANNOT UNDERSTAND A SYSTEM UNTIL YOU TRY TO CHANGE IT Kurt Lewin (1890-1947)
  • 3. Problem( Solu+on( Key(Metrics( Unique(Value( Proposi+on( Unfair( Advantage( Channels( Customer( Segments( Cost(Structure( Revenue(Structure( 1( 1(2( 3( 4( 5( 5( 6( 7( “HOLISTIC” APPROACH = WHO ARE YOUR STAKEHOLDERS? Top 3 Problems Top 3 Solutions Target Segments PRODUCT MARKET
  • 4. “A startup is a temporary organization designed to search for a scalable and repeatable business model..” ! ! “..Under conditions of extreme uncertainty.” ! What does this mean?
  • 5. “A startup is a temporary organization designed to search for a scalable and repeatable business model..” ! ! “..Under conditions of extreme uncertainty.” ! We have embarked on a discovery journey!
  • 6. WHAT ARE WE TRYING TO DISCOVER? ! A BUSINESS MODEL ! CUSTOMERS
  • 7. This discovery journey we have embarked upon is called: ! Evidence-Based Entrepreneurship
  • 8. Evidence-Based Entrepreneurship ! Before Customers Before Revenues ! Early Evidence of Startup Progress ! Using Lean Principles
  • 9. MOST STARTUPS FAIL
  • 10. PRODUCTS MOST STARTUPS FAIL !
  • 11. MOST STARTUPS FAIL BECAUSE THEY RUN OUT OF CASH ! SIMPLY BECAUSE CUSTOMERS DON’T BUY THEIR PRODUCTS ! !
  • 12. CUSTOMERS DON’T CARE ABOUT YOUR SOLUTION
  • 13. CUSTOMERS DON’T CARE ABOUT YOUR FEATURES
  • 14. CUSTOMERS DON’T CARE ABOUT YOUR BELLS ’N’ WHISTLES
  • 15. CUSTOMERS DON’T CARE ABOUT YOUR EGO
  • 16. CUSTOMERS DON’T CARE ABOUT YOUR PRODUCT
  • 17. THEY ONLY CARE ABOUT ONE THING ONLY
  • 18. THEY ONLY CARE ABOUT THEIR FUCKING PROBLEMS
  • 19. IT’S NOT ABOUT THE PROBLEMS YOU THINK THEY HAVE
  • 20. GET THEM TO TELL YOU ABOUT THE PROBLEM/S THEY HAVE
  • 21. WE DON’T “I THINK” WE DON’T “I BELIEVE” IN FACT WE JUST DON’T… KNOW
  • 22. WE JUST LEARN TO…
  • 23. LISTEN - LISTEN - LISTEN
  • 24. CUSTOMER DISCOVERY EARLY ADOPTERS?
  • 25. EARLY ADOPTERS: FRIENDS NEIGHBOURS FAMILY ! STRANGERS
  • 26. EARLY ADOPTERS: STRANGERS - WITH A PROBLEM
  • 27. EARLY ADOPTERS: STRANGERS - ALREADY SPENDING CURRENCY TO SOLVE
  • 28. SO WHERE ARE THESE STRANGERS?
  • 29. IS IT A B2B OR A B2C?
  • 30. LISTEN & LEARN
  • 31. #JUSTDOIT DO IT FAST
  • 32. TIME IS YOUR SCARCEST RESOURCE
  • 33. LISTEN & LEARN FROM REAL PEOPLE
  • 34. SO GET OUT OF THE BUILDING
  • 35. DO SURVEY
  • 36. DO INTERVIEW
  • 37. GET REAL CONVERSATIONS GOING
  • 38. YOU SHOULD ALWAYS BE IN TWO ! MARKETING NERD AND TECH GEEK
  • 39. WHY DO YOU WANT TO ASK? Q1
  • 40. WHAT IS YOUR END GOAL? DISCOVER IF THE PROBLEM IS FOR RETAIL CUSTOMERS
  • 41. WHAT IS YOUR END GOAL? DISCOVER IF THE PROBLEM IS FOR BUSINESS CUSTOMERS
  • 42. WHAT BEHAVIOUR ARE YOU TRYING TO CHANGE?
  • 43. WHAT DECISION DO YOU NEED TO MAKE?
  • 44. IS THIS A VALIDATION PHASE?
  • 45. REMEMBER: IT’S ABOUT THE FUCKING PROBLEMS
  • 46. WHO DO YOU WANT TO ASK? Q2
  • 47. THE MARKET SEGMENT THE POPULATION
  • 48. SAMPLE POPULATION FOR SURVEY
  • 49. REMEMBER: IT’S ABOUT THE FUCKING PROBLEMS
  • 50. Problem( Solu+on( Key(Metrics( Unique(Value( Proposi+on( Unfair( Advantage( Channels( Customer( Segments( Cost(Structure( Revenue(Structure( 1( 1(2( 3( 4( 5( 5( 6( 7( “HOLISTIC” APPROACH = WHO ARE YOUR STAKEHOLDERS? Top 3 Problems Top 3 Solutions Target Segments PRODUCT MARKET
  • 51. (DO YOUR HOMEWORK)
  • 52. WHAT DO YOU WANT TO ASK? Q3
  • 53. OBJECTIVES SAMPLE POPULATION AND THE QUESTIONS?
  • 54. ASK QUESTIONS THAT MEASURE TANGIBLES AND/OR INTANGIBLES
  • 55. IF YOU CANNOT MEASURE DON’T ASK
  • 56. REMEMBER: IT’S ABOUT THE FUCKING PROBLEMS
  • 57. HOW DO YOU WANT TO ASK? Q4
  • 58. KEEP IT SIMPLE AND CONCISE
  • 59. YES/NO
  • 60. HOW? WHERE? WHY? WHEN? EXAMPLE?
  • 61. MEASUREABLE DATA ANALYSE
  • 62. WHEN DO YOU WANT TO ASK? Q5
  • 63. WORKING HOURS
  • 64. FREE TIME
  • 65. LUNCH TIME
  • 66. Q1. WHY DO YOU WANT TO ASK? Helps understand Q2. WHO YOU WANT TO ASK Helps understand Q3. WHAT YOU WANT TO ASK Helps understand Q4. HOW YOU WANT TO ASK Helps understand Q5. WHEN YOU WANT TO ASK
  • 67. LISTEN LISTEN LISTEN
  • 68. LEARN - BUILD - MEASURE FAST LISTEN
  • 69. LEARN - BUILD - MEASURE - FAST YOU ARE YOUR CLIENT’S INNOVATOR
  • 70. LEARN - BUILD - MEASURE - FAST INCREASE ODDS OF SUCCESS BEFORE WE RUN OUT OF MONEY!
  • 71. SO GO GET OUT OF THE FUCKING BUILDING.. ..AND LEARN!
  • 72. Roberto Magnifico • Netlex - CFO & Founder - www.netlexweb.com SaaS for the Legal Profession ! • LVenture Group - Board Member - Co-Founder • InnovAction Lab - Board Member @NetLexWeb @RMagnifico Profile Page

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