From Cold-Sweat Questions to Hot Validated Learning [Founder Institute SF, Nov 2013]

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If you're an entrepreneur, you face cold-sweat questions...you know, the ones that are hard to answer and that scare the crap out of you. Customer Development is a key approach to answering these questions. This talk introduces the basics and provides simple guidelines help you have effective early interviews (problem interviews) so you can design a product that people want, need and will love to buy.

From Cold-Sweat Questions to Hot Validated Learning [Founder Institute SF, Nov 2013]

  1. From cold-sweat questions to hot validated learning {or, Customer Development = awesome} MONDAY, NOV 25, 2013 @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  2. TWEET! @katerutter @luxrco Kate Rutter Co-Founder www.luxr.co Luxr makes tools to help startups deliver products that people want, need & love to buy. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  3. What to expect... I am not an expert on your business. You are. My goal is to help you explore what ideas solve real problems for humans... so you can validate them and move them forward. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  4. Recognizing Startup Failure “But the code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  5. L I A F Recognizing Startup Failure “But the code validated!” “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  6. e t s a Recognizing Startup Failure “But the code validated!” w “The design was brilliant. It just never launched.” “We made an amazing thing. But nobody wanted it.” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  7. New approaches Lean Startup Agile & UX Customer Development @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  8. Get out of the building! The big idea... @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  9. Get out of the building! The big idea... @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  10. so... I have a product. How do I know it doesn’t suck? @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  11. cold-sweat questions will Who this? use an it do What c le will at peop th ay for? p How does everything fit together? Why care will the ? y es ur at fe at st h o W m t? e ar ortan p im @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  12. cold-sweat questions will Who this? use an it do What c le will at peop th ay for? p How does everything fit together? Why care will the ? y es ur at fe at st h o W m t? e ar ortan p im @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  13. with a bit of tweaking... will Who this? use an it do What c le will at peop th ay for? p How does everything fit together? Why care will the ? y es ur at t fe t ha os W m re rtant? a o p im @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  14. with a bit of tweaking... Who is it for? Why does it matter to them? What can they do that they couldnʼt do before? What features do they need to do that? How do those limited features fit together? @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  15. Questions == Stack Who is it for? users Why does it matter to them? needs & goals What can they do that they couldnʼt do before? uses What features do they need to do that? features How do those limited features fit together? product, brand & voice @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  16. Questions == Stack Who is it for? users Why does it matter to them? needs & goals What can they do that they couldnʼt do before? uses What features do they need to do that? features How do those limited features fit together? product, brand & voice @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  17. Questions => Activities Customer development Who is it for? Why does it matter to them? or...user research What can they do that they couldnʼt do before? What features do they need to do that? How do those limited features fit together? Sketches & prototypes before UI. Before code. Experiments, MVPs, Metrics and...usability testing @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  18. Questions => Activities Customer development Who is it for? Why does it matter to them? or...user research What can they do that they couldnʼt do before? Interviews What features do they need to do that? How do those limited features fit together? Sketches & prototypes before UI. Before code. Experiments, MVPs, Metrics and...usability testing @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  19. SSCI (Super Simplified Customer Interviews) • Identify who you want to talk to. • Articulate your hypotheses. • Jot down conversation prompts. • Have the conversation • Debrief! @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  20. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?” @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  21. During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen 90% Listening 10% Talking DONʼT • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk much @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  22. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) • Collect similar items • Label groups • Stack duplicates • Note trends and exceptions Validate or invalidate your hypothesis @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  23. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  24. Go be awesome. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  25. Q&A + Discussion @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013
  26. LUXr delivers practical tools to entrepreneurs worldwide, helping early-stage entrepreneurs deliver products that customers want, need and love to buy. http://luxr.co @luxrco Online Workshops Actionable workshops for your most urgent and important problems. Core Curriculum 7-week path to greatness for startup entrepreneurs. @katerutter | luxr.co | Founder Institute SF | NOV 25, 2013

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