The Customer Development Game (@ Lean Startup Group London)

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Decidedly beta- and non-final version of a talk on Customer Development given at the May 17th Lean Startup Group / Agile UX meetup in London.

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

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  • Developer? Working in Agile environment? One that’s not Scrum?\nUX? Working in an Agile environment? One that’s not Scrum?\nProduct Manager? Working in an Agile environment? One that’s not Scrum?\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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  • The Customer Development Game (@ Lean Startup Group London)

    1. 1. The CustomerDevelopment Game Adrian Howard adrianh@quietstars.com @adrianh
    2. 2. The CustomerDevelopment Game (even more beta than normal) Adrian Howard adrianh@quietstars.com @adrianh
    3. 3. Hands up if you are…
    4. 4. How do we knowwe’ve built what we’re asked to build?
    5. 5. The BigRequirements Document
    6. 6. The BigRequirements Document
    7. 7. Agile gave us stories
    8. 8. As a <role> I want to <goal> because of <value>
    9. 9. As a <persona> I want to <do something> because of <value>
    10. 10. Iterations
    11. 11. Lean / Kanban / Flow
    12. 12. Multiple Feedback Loops
    13. 13. How do we decide what to build?
    14. 14. The BigBusiness Plan
    15. 15. How do we decide what to build?1.Vision2.Lots of hard work3.Profit
    16. 16. Underpants Gnomes1.Collect underpants2.?3.Profit
    17. 17. The BigBusiness Plan
    18. 18. The BigUser Research Project
    19. 19. The BigUser Research Project
    20. 20. Plans vsMaps
    21. 21. Marriage vsCoffee & Donuts
    22. 22. CustomerDevelopment
    23. 23. customer customer company companydiscovery validation creation bulding
    24. 24. 1) Do we solve a problem? customer customer company company discovery validation creation bulding
    25. 25. 1) Do we solve 2) Do we have a problem? a market? customer customer company company discovery validation creation bulding
    26. 26. 1) Do we solve 2) Do we have a problem? a market? customer customer company company discovery validation creation bulding pivot
    27. 27. 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
    28. 28. 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
    29. 29. 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
    30. 30. 1) Do we solve 2) Do we have a problem? a market? customer customer discovery validation pivot
    31. 31. How do we explore this space?
    32. 32. Hypothesis Testcustomer customerdiscovery validation pivot
    33. 33. “Getting out of the building” – Steve Blank
    34. 34. 1. Document your hypothesis2. Build as little as possible to test (MVP)3. Listen. Tweak. Repeat.
    35. 35. Document the hypotheses• Worksheets (Steve Blank)• Business Model Canvas (Alexander Osterwalder)• Startup Canvas (Rob Fitzpatrick’)• Lean Canvas (Ash Maurya)
    36. 36. Features Problem Value CustomerProposition Segment Revenue Channel Model External Market KPI Risks
    37. 37. 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
    38. 38. Features Problem Value CustomerProposition Segment Revenue Channel Model External Market KPI Risks

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