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The CustomerDevelopment Game      (beta)               Adrian Howard               adrianh@quietstars.com               @a...
Hands up if you are…
Today’s buzzwords•Agile• Customer Development• Lean Startup
I   Agile
Pro:Agile builds what you ask
Con:Agile builds what you ask
How do we decide what to build?
TheBusiness Plan
The Business Plan1.Vision2.Lots of hard work3.Profit
Underpants Gnomes1.Collect underpants2.?3.Profit
The BigBusiness Plan
The BigUser Research Project
The BigUser Research Project
Plans vsMaps
Marriage Plans      vs First Date
CustomerDevelopment
customer    customer     company    companydiscovery   validation   creation    bulding
1) Do we solve  a problem?  customer       customer     company    company  discovery      validation   creation    bulding
1) Do we solve   2) Do we have  a problem?        a market?  customer         customer      company    company  discovery ...
1) Do we solve    2) Do we have  a problem?         a market?  customer            customer     company    company  discov...
1) Do we solve    2) Do we have    3) Grow the  a problem?         a market?        market  customer            customer  ...
1) Do we solve    2) Do we have    3) Grow the   4) Grow the  a problem?         a market?        market       company  cu...
1) Do we solve    2) Do we have    3) Grow the    4) Grow the  a problem?         a market?        market        company  ...
Lean Startup          =Customer Development          +        Agile
1) Do we solve    2) Do we have  a problem?         a market?  customer            customer  discovery           validatio...
How do we explore   this space?
Hypothesis             Testcustomer             customerdiscovery            validation             pivot
“Getting out of the building”       – Steve Blank
1. Document your hypothesis2. Do as little as possible to test (MVP)3. Listen. Tweak. Repeat.
Document the          hypotheses•   Worksheets (Steve Blank)•   Business Model Canvas (Alexander    Osterwalder)•   Startu...
Features    Problem   Value                            CustomerProposition                         Segment                ...
Opportunity!
Things to teach
Things to learn
Further reading•   “The Four Steps to the Epiphany” by Steve Blank    (warning: this really needed a good editor)•   “The ...
custdevgame.com          Adrian Howard          adrianh@quietstars.com          @adrianh
The Customer Development Game (@ UXCampLondon)
The Customer Development Game (@ UXCampLondon)
The Customer Development Game (@ UXCampLondon)
The Customer Development Game (@ UXCampLondon)
The Customer Development Game (@ UXCampLondon)
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The Customer Development Game (@ UXCampLondon)

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Decidedly beta- and non-final version of a talk on Customer Development given at the Jul 9th UXCampLondon unconference.

Final version will form part of the Customer Development Game session at Agile 2011 in August at Salt Lake City.

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  • \n
  • Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
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  • Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
  • Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
  • Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
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  • Designers/researchers go off by themselves\n
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  • Steve Blank - Story. Writing his memoirs after retiring. Was terrible. Saw connections. Wrote Four Steps to the Epiphany. Startups are small versions of big companies. \n
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  • Insert sound of UX folk going “D’oh” here :-)\n
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  • Value prop - what’s your unique selling point\nFeatures - top 3 features / Problem - top 3 problems you solve\nCustomer Segment - Target Customers\nChanel - how do you find customers\nRevenue - How you make money\nMarket - size? type (new, existing, re-segmented)\nRisks\nKPI\n
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  • Links to final slides, workshop material, etc. and other references will appear here after Agile 2011.\n
  • Transcript of "The Customer Development Game (@ UXCampLondon)"

    1. 1. The CustomerDevelopment Game (beta) Adrian Howard adrianh@quietstars.com @adrianh
    2. 2. Hands up if you are…
    3. 3. Today’s buzzwords•Agile• Customer Development• Lean Startup
    4. 4. I Agile
    5. 5. Pro:Agile builds what you ask
    6. 6. Con:Agile builds what you ask
    7. 7. How do we decide what to build?
    8. 8. TheBusiness Plan
    9. 9. The Business Plan1.Vision2.Lots of hard work3.Profit
    10. 10. Underpants Gnomes1.Collect underpants2.?3.Profit
    11. 11. The BigBusiness Plan
    12. 12. The BigUser Research Project
    13. 13. The BigUser Research Project
    14. 14. Plans vsMaps
    15. 15. Marriage Plans vs First Date
    16. 16. CustomerDevelopment
    17. 17. customer customer company companydiscovery validation creation bulding
    18. 18. 1) Do we solve a problem? customer customer company company discovery validation creation bulding
    19. 19. 1) Do we solve 2) Do we have a problem? a market? customer customer company company discovery validation creation bulding
    20. 20. 1) Do we solve 2) Do we have a problem? a market? customer customer company company discovery validation creation bulding pivot
    21. 21. 1) Do we solve 2) Do we have 3) Grow the a problem? a market? market customer customer company company discovery validation creation bulding pivot
    22. 22. 1) Do we solve 2) Do we have 3) Grow the 4) Grow the a problem? a market? market company customer customer company company discovery validation creation bulding pivot
    23. 23. 1) Do we solve 2) Do we have 3) Grow the 4) Grow the a problem? a market? market company customer customer company company discovery validation creation bulding pivot Search Grow
    24. 24. Lean Startup =Customer Development + Agile
    25. 25. 1) Do we solve 2) Do we have a problem? a market? customer customer discovery validation pivot
    26. 26. How do we explore this space?
    27. 27. Hypothesis Testcustomer customerdiscovery validation pivot
    28. 28. “Getting out of the building” – Steve Blank
    29. 29. 1. Document your hypothesis2. Do as little as possible to test (MVP)3. Listen. Tweak. Repeat.
    30. 30. Document the hypotheses• Worksheets (Steve Blank)• Business Model Canvas (Alexander Osterwalder)• Startup Canvas (Rob Fitzpatrick’)• Lean Canvas (Ash Maurya)
    31. 31. Features Problem Value CustomerProposition Segment Revenue Channel Model External Market KPI Risks
    32. 32. Opportunity!
    33. 33. Things to teach
    34. 34. Things to learn
    35. 35. Further reading• “The Four Steps to the Epiphany” by Steve Blank (warning: this really needed a good editor)• “The Entrepreneur’s Guide to Customer Development” by Brant Cooper & Patrick Vlaskovits (the thin version of FSTTE)• “Business Model Generation” by Alexander Osterwalder & Yves Pigneur• http://steveblank.com• http://startuplessonslearned.com
    36. 36. custdevgame.com Adrian Howard adrianh@quietstars.com @adrianh
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