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Practical Customer Development - Lean Startup Groningen
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Practical Customer Development - Lean Startup Groningen

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A 30 minute introduction to Customer Development, covering 3 ways to mess it up, and 4 quick tools to get you building your interview skills, and finding strong commercial signals from your customers …

A 30 minute introduction to Customer Development, covering 3 ways to mess it up, and 4 quick tools to get you building your interview skills, and finding strong commercial signals from your customers in a conversational way.

Sal gave this talk at the first Lean Startup Groningen meetup.

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Transcript

  • 1. 2 stages of learningDiscovery Validation www.foundercentric.com
  • 2. 2 stages of learningAsk Sell www.foundercentric.com
  • 3. 2 stages of learningObserve Experiment www.foundercentric.com
  • 4. 2 stages of learningLearn Confirm www.foundercentric.com
  • 5. One day...A customer wakes up,turns on their computer,logs in to their emailusing a new programthey use and love.Their free trial is over.The program asks themto pay. They say no.Why? www.foundercentric.com
  • 6. www.foundercentric.com Image by wstryder
  • 7. www.foundercentric.com Image by wstryder
  • 8. 3 ways to horribly screw upCustomer Developmentwww.foundercentric.com
  • 9. 3 ways to horribly screw upCustomer Development1. Use a script or surveywww.foundercentric.com
  • 10. Customer Developmentis a founder skill. www.foundercentric.com
  • 11. You don’t need meetings.You just need contact. www.foundercentric.com
  • 12. Always know your big 3 questions.www.foundercentric.com
  • 13. LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous thought-leaders get out of conferences? www.foundercentric.com
  • 14. Important signalsPerson Job Problem Measure Solution Excited Guilty Upset www.foundercentric.com
  • 15. Hi.How’s it going with .... ?Interesting. Tell me more about that. www.foundercentric.com
  • 16. 3 ways to horribly screw upCustomer Development1. Use a script or survey2. Talk about your ideawww.foundercentric.com
  • 17. Your customersare full of shit! www.foundercentric.com
  • 18. Anyone will tell you that youridea is great if you annoythem long enough. www.foundercentric.com
  • 19. Dear Mom, Don’t you think I’m great? Love, Your sonwww.foundercentric.com
  • 20. Actually, not just your mom lies.People want to be helpful, so they tell youwhat they think you want to hear. www.foundercentric.com
  • 21. The Mom TestTalk about their life, Future-tensenot your idea opinions are liesAsk about specifics You gain nothingin the past by convincing them www.foundercentric.com
  • 22. Good or bad questions? www.foundercentric.com
  • 23. ❝ Do you think it’s a good idea? ❞ www.foundercentric.com
  • 24. ❝ Do you think it’s a good idea? ❞ www.foundercentric.com
  • 25. ❝ Would you buy a product which solved this problem? ❞ www.foundercentric.com
  • 26. ❝ Would you buy a product which solved this problem? ❞ www.foundercentric.com
  • 27. ❝ How do you currently deal with this problem? ❞ www.foundercentric.com
  • 28. ❝ How do you currently deal with this problem? ❞ www.foundercentric.com
  • 29. ❝ When does this problem pop up? ❞ www.foundercentric.com
  • 30. ❝ When does this problem pop up? ❞ www.foundercentric.com
  • 31. ❝ What makes this time- consuming or go off- track? ❞ www.foundercentric.com
  • 32. ❝ What makes this time- consuming or go off- track? ❞ www.foundercentric.com
  • 33. ❝ Has this ever been more time-consuming than normal or gone off-track? ❞ www.foundercentric.com
  • 34. Their words - not yours!One phrase per card.Pair. One interviewer, one notetaker.Recording theright stuff. www.foundercentric.com
  • 35. ❝ Please show me how you... ❞ www.foundercentric.com
  • 36. ❝ Please show me how you... ❞ www.foundercentric.com
  • 37. ❝ Please tell me how... I’m trying to learn how you... ❞ www.foundercentric.com
  • 38. ❝ Please tell me how... I’m trying to learn how you... ❞ www.foundercentric.com
  • 39. ❝ Talk me through the last time you had this problem. ❞ www.foundercentric.com
  • 40. ❝ Talk me through the last time you had this problem. ❞ www.foundercentric.com
  • 41. ❝ What did you try to do about it? ❞ www.foundercentric.com
  • 42. ❝ What did you try to do about it? ❞ www.foundercentric.com
  • 43. Important signalsPerson Job Problem Measure Solution Excited Guilty Upset www.foundercentric.com
  • 44. ❝ Please help me understand... ❞ www.foundercentric.com
  • 45. ❝ Please help me understand... ❞ www.foundercentric.com
  • 46. ❝ How much would you pay for this? ❞ www.foundercentric.com
  • 47. ❝ How much would you pay for this? ❞ www.foundercentric.com
  • 48. ❝ Can I ask why? ❞ www.foundercentric.com
  • 49. ❝ Can I ask why? ❞ www.foundercentric.com
  • 50. ❝ How much money does this problem cost you? ❞ www.foundercentric.com
  • 51. ❝ How much money does this problem cost you? ❞ www.foundercentric.com
  • 52. ❝ How much should we charge? ❞ www.foundercentric.com
  • 53. ❝ How much should we charge? ❞ www.foundercentric.com
  • 54. ❝ What’s your budget? ❞ www.foundercentric.com
  • 55. ❝ What’s your budget? ❞ www.foundercentric.com
  • 56. ❝ How soon can you start? ❞ www.foundercentric.com
  • 57. ❝ How soon can you start? ❞ www.foundercentric.com
  • 58. 3 ways to horribly screw upCustomer Development1. Use a script or survey2. Talk about your idea3. Sellwww.foundercentric.com
  • 59. 2 stages of learningLearn Confirm www.foundercentric.com
  • 60. Be an apprentice. Not a salesperson.www.foundercentric.com
  • 61. Real stories.Has there ever been a time ... ?Tell me about the last time ... ?What was great/bad about that?Why did you do that?What happened next? www.foundercentric.com
  • 62. Deflect & apologise! www.foundercentric.com
  • 63. 4 ways to rock CustDevMom Test your questions to get real facts.Be ready with softball, anchor & deflection questions.Know the signal types you’ll spot & explore.Record your customers’ phrases. www.foundercentric.com
  • 64. leanca.mp/rotterdam€49 until tomorrow. March 28th. Go & learn!Salim Virani @SaintSal smile@saintsal.comwww.foundercentric.com