This document provides guidance on how to recruit and interview potential customers. It outlines various channels for finding customers, including "spray and pray" methods like Craigslist and online groups as well as more "targeted" approaches through LinkedIn and alumni networks. The document advises writing a concise recruiting email that builds rapport and includes a clear call to action. It also recommends asking behavioral questions first in interviews before moving to solution questions and provides tips for organizing and analyzing the results of customer interviews.

1. How to recruit and interview potential customersElizabeth YinCo-founder of LaunchBitLean Startup Circle BostonApril 28, 2011Flickr.com ThisParticularGreg

2. AgendaIntroductionFinding customers“Spray and pray”In-person channels“Targeted” channelsRequesting interviewsInterviewing customersAnalyzing interviewsQ & A

3. About Elizabeth and Jennifer

4. Shiny Orb

5. DressMob

6. Finding CustomersFlickr.com epSos.de

7. Talk to a range of customers?

8. 7 ways to find interviewees“Spray and pray” channelsCraigslistOnline GroupsIn-person channelsMalls & Coffee ShopsMeetups“Targeted” channelsLinkedInAlumni Networks“Google Searches”

9. Finding Customers:“Spray and Pray”Flickr.com Shaylor

10. Spray and pray strategyReach out to large numbers of peopleFilter through surveysWhittle down to your handful of customer types

11. CraigslistCindy AlvarezGreat for consumer products/servicesPost in the volunteer or gigs sections“Looking for beta testers” not “Looking to learn about…”Ask people to email you to take a survey beforehandBe very specific about time & compensation upfront$20 for 30 min works wellPost in other locations and use Skype / phone to get more peoplehttp://www.slideshare.net/cindyalvarez/user-testing-tactics

12. Online groupsJoin Google/Yahoo/Facebook/NING, etc.. Groups for specific interestsRead the TOS beforehandBe friendly – respond to other posts before making a requestYou can reach out to specific people on Facebook

13. Vetting peopleWrite a quick surveyGoogle forms, Wufoo, Survey MonkeyTake no more than 5 minutesAsk questions to find your customer typesClearly message next steps (interview details and compensation, if any)

14. LaunchBitsample surveyInfo about the interviews $20 for 25 minMultiple choice questions to learn demographicsEmail address to follow up

15. Finding Customers:In-person ChannelsFlickr.com wili_hybrid

16. Malls & coffee shopsGood for general consumer applicationsDon’t be sketchy!$5 gift certificates @ StarbucksBe specific about how much time you’ll need

17. MeetupsTONS of in-person groups…Meetup.comEventbrite eventsYelp events

18. Finding Customers:Targeted ChannelsFlickr.com wili_hybrid

19. Targeted strategyReach out to specific peopleFind ideal people you want to interviewParticularly good for B2BBuyer vs. UserAim high

20. LinkedInLinkedIn GroupsReach people you’re not connected to at allVia friends, friends-of-friendsEmail first before sending LinkedIn request

21. Alumni networksAlumni online directoriesAlumni group listsCan search for people by company

22. Google contact informationFind the person you want to speak withTry typing[name] “email”[name] “@domain.com” firstname@domain.comFirstname_lastname@domain.comEtc..Find email addresses of others at the company and replicate format

23. Targeted Channels: Requesting InterviewsFlickr.com GenBug

24. Write a concise emailCatchy subjectSmart phone readable (3 lines)Strong call to action

25. Email subject linesBuild rapport through mutual friends[ABC] recommended speaking with youConnect through vanityYour article in the WSJ?Your talk at [abc]?Your blog article?Connect through praiseLoved your article!

26. Email body – 1st lineBuild rapport immediatelyPraise, thanks, vanityEstablish commonalitiesE.g. I had a blast at your ABC conference on XYZ topic -- thank you.I'm a fellow ABC alum and found you in the ABC directory.

27. Email body – 2nd lineWhat you’re doing and why this is interestingThis is the hardest line to writeE.g. I’m doing some research for a project on [abc] and am trying to learn how [def] works. E.g. I’m prototyping some ideas around [abc] and think I can increase your sales.

28. Email body – 3rd lineCall to actionWho/What/When/Where/Why vs. Yes/NoThink about what you want to achieveReasonable askE.g. I would like to get your quick thoughts on this – what is the best way to speak by phone for 10 minE.g. I would like to speak with someone at your company about this – who is the best person to speak with about this for 10 min?

29. Follow upsNo responseEmail again within the weekResponseSet up a time/date to talk (Skype/phone/in-person)Send mocks/slides the day before explaining that you’ll walk through them on the callPDF all slidesNo more than 5 slides

30. Interviewing PeopleFlickr.com Steve Rhodes

31. Ask behavioral questions firstWhat are the most frustrating aspects of ABC?May I ask you why ABC is frustrating?What is the process you go through today to do ABC?If you had a magic wand to help you with ABC, what would it do?How much would you expect this magic wand to cost?

32. Ask solution questions laterWould you use it?So, you said ZYX of ABC was frustrating, what if the product looked like this?Do you have any friends whom you think could benefit from this?How much would you expect this to cost, if anything?We’d love to learn from your friend, mind making an intro?

33. Ending the interviewStick to your timeThank them (deal with compensation if any)Ask to follow upAsk for friend referrals

34. Analyzing InterviewsFlickr.com Biking Nikon OGG

35. Organize your interviewsmaybenomightnot sure

36. About LaunchBithttp://classroom.launchbit.comhttp://guide.launchbit.com

37. Questions?More questions? hello@launchbit.comFeedback index cardsLaunchBit mailing list signup sheetBlog: blog.launchbit.comTwitter: @launchbitwww.launchbit.com