Kaarna idea lab - customer development 2014

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  • 30 aastase ajalooga USA finantstarkvara firma Intuit kaalus kas tuua välja mobiilpangarakendus või mitte. Nad polnud kindlad, kas inimesed seda kasutada tahavad. Ikkagi uus asi ju. Nad otsustasid testida. Ehitasid valmis lahenduse esimese lihtsa versiooni ja… … läksid muhvineid müüma. Idee oli lihtne – muhvin maksis sularahas tasudes 2$, mobiilpanga rakenduse abil tasudes 1$. Nad tahtsid näha kas inimesed viitsivad selle rakendusega „jännata“ ning kas saavad sellega hakkama. Intuit sai sellest katsest, õigemini katsete seeriast, kinnitust õigel kursil olemisele. Nad tõid rakenduse turule
    ja täna moodustab see olulise osa nende ärist.
  • Kaarna idea lab - customer development 2014

    1. 1. CUSTOMER DEVELOPMENT KALEV KAARNA IDEA LAB IN UNIVERSITY OF TARTU
    2. 2. TARIKH KORULA (SEEN.CO) 2 Source: http://www.javelin.com/experiment-board.html
    3. 3. ? ?CUSTOMER PROBLEM SOLUTION Exp. 1 RISKIEST ASSUMPTION <30 YR OLD CONCERT GOER TEST & MEASURE TOO BUSY & BROKE TO KEEP UP SEARCH ENGINE FOR FINDING CONCERT VIDEOS INTERVIEW: 7/10 HOW BIG IS THE PAIN? CARE ABOUT CONCERTS THEY MISSED? 3
    4. 4. RISKIEST ASSUMPTION TEST & MEASURE INTERVIEW: 7/10 CARE ABOUT CONCERTS THEY MISSED? RESULTS LEARNING VALIDATE, DIVE DEEPER THEY CARE, BUT STILL DO NOT KNOW HOW BIG PAIN IS Exp. 1 4
    5. 5. WHO HAS BIGGER PAIN?CUSTOMER PROBLEM SOLUTION Exp. 2 RISKIEST ASSUMPTION 18-24 YR + ON SOCIAL MEDIA + MUSIC IS PART OF ID TEST & MEASURE CATCHIN UP ON SHOWS THEY MISSED WILL THEY SPEND TIME ON CATCHING UP ON SHOWS MISSED? INTERVIEW: 5/10 SEARCH ENGINE FOR FINDING CONCERT VIDEOS 5
    6. 6. RISKIEST ASSUMPTION TEST & MEASURE RESULTS LEARNING Only 1 INVALIDATED! NOT PAINFUL ENOUGH WILL THEY SPEND TIME ON CATCHING UP ON SHOWS MISSED? INTERVIEW: 5/10 Exp. 2 6
    7. 7. WHO HAS BIGGER PAIN?CUSTOMER PROBLEM SOLUTION Exp. 3 RISKIEST ASSUMPTION EVENT ORGANIZERS WHO SEEK SPONSORS TEST & MEASURE MANUALLY CREATING PDF’S FOR SPONSORS EVENT ORGANIZERS WILL PAY FOR DATA TEST SALE AUTOMATE THEIR SPONSORSHIP FOLLOWUP 7
    8. 8. RISKIEST ASSUMPTION TEST & MEASURE RESULTS LEARNING VALIDATED! NEXT STEP: PROVE IT ON WIDER SCALE Exp. 3 EVENT ORGANIZERS WILL PAY FOR DATA TEST SALE: 1 ORG WILL PAY 20USD PER PAGE 8
    9. 9. RESULTS • Angel investors gave money • 80 000 unique visitors monthly • 30-40 events summarized daily in June 9
    10. 10. CUSTOMER PROBLEM SOLUTION Exp. 1 RISKIEST ASSUMPTION TEST & MEASURE Exp. .. RESULTS LEARNING 10
    11. 11. LESSONS LEARNED Pick easier targets • big pain (pain, gain, job done) • willingness to pay (pays for alternatives) • minimal behavior change or does not loose anything 11
    12. 12. YOUR SOLUTION CAN BE… 12
    13. 13. LESSONS LEARNED Getting feedback is not easy • customer is not going to the analysis job for you • prefer “how” & “what” questions • let tell the story: how customer currently solves the problem? • what problems they have? how often? how big problem it is? • have customers searched for better solutions? If not, why not? If yes, what have they found? 13
    14. 14. LESSONS LEARNED Customer development is a messy process • are we validating a problem • are we validating a customer • are we validating a solution • are we validating everything at the same time? Possible solution: have an anchor 14
    15. 15. LESSONS LEARNED Customer development is a messy process Dumbledore tool & field Psychology Bus tool Funderful solution Presenters feedback tool & field Health Connect tool & general problem Whatson general problem Switch general problem 15
    16. 16. HOW TO VALIDATE MY BUSINESS IDEA? 16
    17. 17. 1. ANALOGS AND ANTILOGS • Google direct competitors and indirect alternatives • Find good examples to copy (analogs) and bad examples to avoid (antilogs) ACTION: • Google individually (1-2 people) • ask people to name analogs and antilogs TIME TO SPEND: up to 1 HOUR 17
    18. 18. 2. SEARCH TEST • Are people searching online for the solution? • Google Adword Tool • Quora • Facebook groups • Forums, etc ACTION: ask for help from others TIME TO SPEND: up to 1 HOUR 18
    19. 19. 3. LIVE FEEDBACK • Face-to-face interviews • Phone or Skype or Hangout interviews • Is there a problem? How often happens? • etc. ACTION: conduct 5-15 interviews TIME TO SPEND: at least 2 HOURS 19
    20. 20. 3. LIVE FEEDBACK Use our sponsor (350 employees) Dumbledore HR Psychology Bus HR Funderful any alumnus Presenters feedback sales Health Connect ? any person/ ?client Whatson ? any person Switch ? client 20
    21. 21. 4. TEST SALE • Facebook page or landing page (quickmvp.com/) • sign-ups and e-mails • pre-payment or actual sale • Sales portals: www.holvi.com (free online shop), www.cherry.ee (discount outlet), www.indiegogo.com (crowd funding) • Test sale in person • contract • pre-payment or actual sale ACTION: Just do it!!! TIME TO SPEND: at least 2 HOURS 21
    22. 22. MATERIALS • steveblank.com/category/lean-launchpad/ (more cases) • customerdevlabs.com/ (more tips!) • www.leanstartupmachine.com (more videos) • blog.javelin.com/ (more lessons learned) • lmalmanza.wordpress.com/2013/02/26/the-first-steps- validation-board/ (more tips!) Google keywords: • Customer validation • Validation board • Lean startup 22

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