Quick Introduction to Customer Development Interviews

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This is a quick introduction to customer development interviews. This technique is used to identify: …

This is a quick introduction to customer development interviews. This technique is used to identify:
-problems customers will pay you to solve
-a solution that people will pay use and pay for
-messages that communicate clearly to customers
-the buying process a customer employs

More in: Business , Technology
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Transcript

  • 1. Am I About toSoar or Crash?
  • 2. Quick Introduction toCustomer Development Interviews January Indianapolis Lean Startup Circle Meetup by Frank Dale
  • 3. Ever tried. Ever failed.No matter. Try again.Fail again. Fail better. - Samuel Beckett
  • 4. Goal is to validate or invalidate Hypothesis
  • 5. Test Our Vision Against The Market
  • 6. Some Use CasesProblem DiscoverySolution ValidationMessage TestingUnderstand Decision Process
  • 7. Why You Probably Won’t Do Them?
  • 8. You love your idea too muchYou don’t want to be “wrong”It makes you uncomfortable It takes too much time
  • 9. If you are ready to try…
  • 10. Identify the hypothesis you want to test:
  • 11. Write Them Down
  • 12. Write 4-5 Open Ended Ques. That Align to Each Hypothesis v What How Why Who
  • 13. Problem Discovery &Solution Validation Should BeSeparate Interviews
  • 14. Find People You Don’t Know
  • 15. Let them know you are doing research.Speak only with a stated purpose.If you ask for 15 minutes, you will get 30.Ask for 30 minutes and you get 45.
  • 16. Make it feel like a conversation not an interview:Gather demographics if appropriate “Tell me about yourself…”Engage in “small talk” to get them to relax (yes, it works)
  • 17. BE CURIOUS Open-ended questions help make it a conversation Probe for behaviorLet them in/validate don’t lead them to your desired conclusion
  • 18. If possible, bring a co-pilotA second opinion helps prevent Confirmation Bias
  • 19. Take notesAt the end, ask if you can contact them again to follow-up
  • 20. Thanks to the photographers for sharing! All photos used under a Creative Commons LicenseCredits1. “IMG_1427” by Liam Ryan http://www.flickr.com/photos/liam_ryan/2205258640/2. “20070919_001” by RadialMonster http://www.flickr.com/photos/radialmonster/1436548828/3. “Going Down” by Motograf http://www.flickr.com/photos/motograf/939192240/4. “Goal” by Robert Van Hilten http://www.flickr.com/photos/rogodoun/2059275363/5. “Sunset at Snowbird” by Frank Dale6. -7. “Roadside Sign on the Ring of Dingle” by Frank Dale8. CHF’s Library by Geekadelphia http://www.flickr.com/photos/geekadelphia/2781333941/9. “leaping” by beccaplusmolly http://www.flickr.com/photos/beccaplusmolly/3286709587/10. “Holmes” by GrahamC 99 http://www.flickr.com/photos/schnappi/2321628609/sizes/o/in/photostream/11. “Flickr Handwriting Meme” by Zadi Diaz http://www.flickr.com/photos/karmagrrrl/3196441086/12. -13. “The Fork in the Road” by i_yudai http://www.flickr.com/photos/y_i/2330044065/14. “Crowd” by Marc Wathieu http://www.flickr.com/photos/marcwathieu/4102945874/15. “Ask for Peace” by Ask? http://www.flickr.com/photos/ask-for-peace/1824414133/16. “Costa Conversation” by Lovestruck http://www.flickr.com/photos/lovestruck94/4080022888/17. “Curious Canine” by mpantluce http://www.flickr.com/photos/uncommonly_common/3602846134/18. “Happy Co-Pilots” by Randy Cox http://www.flickr.com/photos/randycox/303968489/19. “Nice Follow-Through!” by Dean6921 http://www.flickr.com/photos/33294494@N05/4667439962/
  • 21. Resource List for Further StudyBooks:“The Four Steps to the Epiphany” by Steve Blank“Entrepreneur’s Guide to Customer Development” by Brant Cooper & Patrick Vlaskovits“Running Lean” by Ash MauryaBlog Posts:“Tips for B2B Customer Development Interviews” by Sean Murphy“12 Tips for Early Customer Development Interviews (revised)” by Giff Constable