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Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
Lean startup circle Boston  - April 28, 2011
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Lean startup circle Boston - April 28, 2011

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How to find and interview customers. Presentation from Lean Startup Circle meetup.

How to find and interview customers. Presentation from Lean Startup Circle meetup.

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  • Very helpful, thanks Elizabeth. Will come in handy for a mobile app we're building.
       Reply 
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Transcript

  • 1. How to recruit and interview potential customers
    Elizabeth Yin
    Co-founder of LaunchBit
    Lean Startup Circle Boston
    April 28, 2011
    Flickr.com ThisParticularGreg
  • 2. Agenda
    Introduction
    Finding customers
    “Spray and pray”
    In-person channels
    “Targeted” channels
    Requesting interviews
    Interviewing customers
    Analyzing interviews
    Q & A
  • 3. About Elizabeth and Jennifer
  • 4. Shiny Orb
  • 5. DressMob
  • 6. Finding Customers
    Flickr.com epSos.de
  • 7. Talk to a range of customers
    ?
  • 8. 7 ways to find interviewees
    “Spray and pray” channels
    Craigslist
    Online Groups
    In-person channels
    Malls & Coffee Shops
    Meetups
    “Targeted” channels
    LinkedIn
    Alumni Networks
    “Google Searches”
  • 9. Finding Customers:“Spray and Pray”
    Flickr.com Shaylor
  • 10. Spray and pray strategy
    Reach out to large numbers of people
    Filter through surveys
    Whittle down to your handful of customer types
  • 11. Craigslist
    Cindy Alvarez
    Great for consumer products/services
    Post in the volunteer or gigs sections
    “Looking for beta testers” not “Looking to learn about…”
    Ask people to email you to take a survey beforehand
    Be very specific about time & compensation upfront
    $20 for 30 min works well
    Post in other locations and use Skype / phone to get more people
    http://www.slideshare.net/cindyalvarez/user-testing-tactics
  • 12. Online groups
    Join Google/Yahoo/Facebook/NING, etc.. Groups for specific interests
    Read the TOS beforehand
    Be friendly – respond to other posts before making a request
    You can reach out to specific people on Facebook
  • 13. Vetting people
    Write a quick survey
    Google forms, Wufoo, Survey Monkey
    Take no more than 5 minutes
    Ask questions to find your customer types
    Clearly message next steps (interview details and compensation, if any)
  • 14. LaunchBitsample survey
    Info about the interviews $20 for 25 min
    Multiple choice questions to learn demographics
    Email address to follow up
  • 15. Finding Customers:In-person Channels
    Flickr.com wili_hybrid
  • 16. Malls & coffee shops
    Good for general consumer applications
    Don’t be sketchy!
    $5 gift certificates @ Starbucks
    Be specific about how much time you’ll need
  • 17. Meetups
    TONS of in-person groups…
    Meetup.com
    Eventbrite events
    Yelp events
  • 18. Finding Customers:Targeted Channels
    Flickr.com wili_hybrid
  • 19. Targeted strategy
    Reach out to specific people
    Find ideal people you want to interview
    Particularly good for B2B
    Buyer vs. User
    Aim high
  • 20. LinkedIn
    LinkedIn Groups
    Reach people you’re not connected to at all
    Via friends, friends-of-friends
    Email first before sending LinkedIn request
  • 21. Alumni networks
    Alumni online directories
    Alumni group lists
    Can search for people by company
  • 22. Google contact information
    Find the person you want to speak with
    Try typing
    [name] “email”
    [name] “@domain.com”
    firstname@domain.com
    Firstname_lastname@domain.com
    Etc..
    Find email addresses of others at the company and replicate format
  • 23. Targeted Channels: Requesting Interviews
    Flickr.com GenBug
  • 24. Write a concise email
    Catchy subject
    Smart phone readable (3 lines)
    Strong call to action
  • 25. Email subject lines
    Build rapport through mutual friends
    [ABC] recommended speaking with you
    Connect through vanity
    Your article in the WSJ?
    Your talk at [abc]?
    Your blog article?
    Connect through praise
    Loved your article!
  • 26. Email body – 1st line
    Build rapport immediately
    Praise, thanks, vanity
    Establish commonalities
    E.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 line
    What you’re doing and why this is interesting
    This is the hardest line to write
    E.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 line
    Call to action
    Who/What/When/Where/Why vs. Yes/No
    Think about what you want to achieve
    Reasonable ask
    E.g. I would like to get your quick thoughts on this – what is the best way to speak by phone for 10 min
    E.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 ups
    No response
    Email again within the week
    Response
    Set 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 call
    PDF all slides
    No more than 5 slides
  • 30. Interviewing People
    Flickr.com Steve Rhodes
  • 31. Ask behavioral questions first
    What 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 later
    Would 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 interview
    Stick to your time
    Thank them (deal with compensation if any)
    Ask to follow up
    Ask for friend referrals
  • 34. Analyzing Interviews
    Flickr.com Biking Nikon OGG
  • 35. Organize your interviews
    maybe
    no
    might
    not sure
  • 36. About LaunchBit
    http://classroom.launchbit.com
    http://guide.launchbit.com
  • 37. Questions?
    More questions? hello@launchbit.com
    Feedback index cards
    LaunchBit mailing list signup sheet
    Blog: blog.launchbit.com
    Twitter: @launchbit
    www.launchbit.com

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