CUSTOMER DEVELOPMENT        FOR    RAMEN LOVERS          Hiten Shah       May 2012 - RamenCamp
HTTP://PERFECTFUELCHOCOLATE.COM         @PERFECTFUEL
@hnshah #RamenCamp
DOING BUSINESS ON THE WEB FOR      9 YEARS      AND PLENTY OF FAILURES ALONG THE WAY
“You will get all you want in life if you help enough other people get what they want.”                                   ...
You’ll learn how to...1   Create an audience2   Build your own channel3   Discover core problems
Start with an audienceThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...
WHO ARE YOURCustomers?
START WITH A SPECIFICAudience       @
WHERE DO THEYHang out?
Where do they hang out?                HTTP://BOARDREADER.COM
Where do they hang out?               HTTP://SEARCH.TWITTER.COM
Where do they hang out?                HTTP://TECHNORATI.COM
HOW SHOULD YOUEngage?
People who are responsible for improving web user experiences have a problem communicating what needs to be improved.     ...
Who are your customers?       PEOPLE WHO DESIGN        Websites
Where do they hang out?
How should you engage?       HELP THEM BE MORE       Awesome
Build an audience early             ORIGINAL CRAZYEGG TEASER FROM 2005
Build an audience early                 23,000            PRE-LAUNCH EMAILS                200,000                 CUSTOME...
Crazy Egg                 100%              BOOTSTRAPPED                    4            FULL-TIME EMPLOYEES            Cr...
What is User Experience?
Who are your customers?    ONLINE MARKETERS WITH        Websites
Where do they hang out?      #measure      ON TWITTER
How should you engage?
Build an audience early                 10,000                    TWEETS                  89,000                 FOLLOWERS...
How to reach your customers...
BUILD YOUR OWNChannel
Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and ...
Start a blog               SELF-HOSTED
Start a blog               DRIP EMAIL MARKETING
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Create content that teaches
Create content                     50                 INFOGRAPHICS                    300                    POSTS        ...
WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
“Employ two people for the same job, keep one.”                Nick Warren
4000                          Tweets                          500                           Likes                         ...
3900                        Tweets                       707                        Likes                       366       ...
Be consistently awesome
Be consistently awesome
Start a blog               $7.35        COST PER SIGN UP
YOUR CHANNEL HELPS YOU      Grow
YOUR CHANNEL HELPS YOU     Learn
!“The only way to win is to learn faster than anyone else.”                       Eric Ries
MARRY THE PROBLEM NOT THE     Solution           =
“Just because you can doesnt mean you should.”                Jason Jacobs
Not the solution                     3                   YEARS             $1,000,000                   BURNED            ...
!“Dont try to do marketing if you have something that people dont want.”                             Noah Kagan
FIND THE COREProblem     -
“Better mouse traps are easier to sell.”          Seth Lieberman
ALWAYS BEGIN WITH AHypothesis        ?
Start with a hypothesis                   HTTP://CUSTDEV.COM
Customer Development                      ! Our hypothesis is that (certain type of person)  have a problem doing (certain...
!Our hypothesis is that product manager type people have a problem doing effective customer research.             Problem ...
LEARN HOW TO ASK THE RIGHT   Questions           ?
“You need to hear the feedback... the good and the bad.”                   Glenn Gaudet
What we wanted to learn 1   What are they doing now? 2   What are other tools missing? 3   Who is involved? 4   How freque...
“Become a student of your customer.”        Caroline Beaulieu
How we learned                 20 phone interviews                 3   paper user tests                 2   landing pages ...
What we learned !   People are not doing customer research. !   They want private feedback and targeting. !   It requires ...
What we built           MICRO SURVEYS - HTTP://KISSINSIGHTS.COM
What we built                POWERED BY KISSINSIGHTS LINK
How we track it         http://www.kissinsights.com/?   utm_source=suview&utm_medium=dark&           utm_campaign=google.c...
How we track it
KISSinsights          OVER 20,000                   SIGN UPS        KISSinsights is                  PROFITABLE           ...
THANK YOU!      Hiten Shah      hitenism.com  hshah@kissmetrics.com
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Customer Development for Ramen Lovers

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• 4. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
• 5. “You will get all you want in life if you help enough other people get what they want.”
• 6. You’ll learn how to...
• 7. Start with an audience
• 8. WHO ARE YOURCustomers?
• 9. START WITH A SPECIFICAudience @
• 10. WHERE DO THEYHang out?
• 11. Where do they hang out?
• 14. HOW SHOULD YOUEngage?
• 15. People who are responsible for improving web user experiences have a problem communicating what needs to be improved. Problem Hypothesis
• 16. Who are your customers? PEOPLE WHO DESIGN Websites
• 17. Where do they hang out?
• 18. How should you engage? HELP THEM BE MORE Awesome
• 19. Build an audience early ORIGINAL CRAZYEGG TEASER FROM 2005
• 20. Build an audience early 23,000 PRE-LAUNCH EMAILS 200,000 CUSTOMERS 7 FIGURES REVENUE
• 21. Crazy Egg 100% BOOTSTRAPPED 4 FULL-TIME EMPLOYEES Crazy Egg is PROFITABLE
• 22. What is User Experience?
• 23. Who are your customers?
• 24. Where do they hang out?
• 25. How should you engage?
• 26. Build an audience early
• 27. How to reach your customers...
• 28. BUILD YOUR OWNChannel
• 29. Publish awesome content Content is king.
• 30. Start a blog SELF-HOSTED
• 31. Start a blog DRIP EMAIL MARKETING
• 33. Design for conversions
• 36. Create content that teaches
• 37. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
• 38. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
• 39. “Employ two people for the same job, keep one.” Nick Warren
• 40. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED
• 41. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?
• 42. Be consistently awesome
• 44. Start a blog $7.35 COST PER SIGN UP
• 45. YOUR CHANNEL HELPS YOU Grow
• 46. YOUR CHANNEL HELPS YOU Learn
• 47. !“The only way to win is to learn faster than anyone else.” Eric Ries
• 48. MARRY THE PROBLEM NOT THE Solution =
• 49. “Just because you can doesnt mean you should.” Jason Jacobs
• 50. Not the solution 3 YEARS $1,000,000 BURNED INFINITE LOSS
• 51. !“Dont try to do marketing if you have something that people dont want.” Noah Kagan
• 52. FIND THE COREProblem -
• 53. “Better mouse traps are easier to sell.” Seth Lieberman
• 54. ALWAYS BEGIN WITH AHypothesis ?
• 55. Start with a hypothesis
• 56. Customer Development !
• 57. !Our hypothesis is that product manager type people have a problem doing effective customer research. Problem Hypothesis
• 58. LEARN HOW TO ASK THE RIGHT Questions ?
• 59. “You need to hear the feedback... the good and the bad.” Glenn Gaudet
• 60. What we wanted to learn
• 61. “Become a student of your customer.” Caroline Beaulieu
• 62. How we learned 20 phone interviews 3 paper user tests 2 landing pages 1 hacky mvp
• 63. What we learned !
• 64. What we built MICRO SURVEYS -
• 65. What we built POWERED BY KISSINSIGHTS LINK
• 66. How we track it
• 67. How we track it

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Customer Development for Ramen Lovers

  1. 1. CUSTOMER DEVELOPMENT FOR RAMEN LOVERS Hiten Shah May 2012 - RamenCamp
  2. 2. HTTP://PERFECTFUELCHOCOLATE.COM @PERFECTFUEL
  3. 3. @hnshah #RamenCamp
  4. 4. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
  5. 5. “You will get all you want in life if you help enough other people get what they want.” Zig Ziglar HELP ME HELP YOU! EMAIL ME ANYTIME HSHAH@KISSMETRICS.COM
  6. 6. You’ll learn how to...1 Create an audience2 Build your own channel3 Discover core problems
  7. 7. Start with an audienceThe lifeblood of your business ispeople. They interact with you andeven pay you… they are your users...your customers. Start getting to knowthem as fast as possible. “There is no black magic to successfully attracting customers via the web.” Rand Fishkin- Who are your customers?- Where do they hang out?- How should you engage?
  8. 8. WHO ARE YOURCustomers?
  9. 9. START WITH A SPECIFICAudience @
  10. 10. WHERE DO THEYHang out?
  11. 11. Where do they hang out? HTTP://BOARDREADER.COM
  12. 12. Where do they hang out? HTTP://SEARCH.TWITTER.COM
  13. 13. Where do they hang out? HTTP://TECHNORATI.COM
  14. 14. HOW SHOULD YOUEngage?
  15. 15. People who are responsible for improving web user experiences have a problem communicating what needs to be improved. Problem Hypothesis
  16. 16. Who are your customers? PEOPLE WHO DESIGN Websites
  17. 17. Where do they hang out?
  18. 18. How should you engage? HELP THEM BE MORE Awesome
  19. 19. Build an audience early ORIGINAL CRAZYEGG TEASER FROM 2005
  20. 20. Build an audience early 23,000 PRE-LAUNCH EMAILS 200,000 CUSTOMERS 7 FIGURES REVENUE
  21. 21. Crazy Egg 100% BOOTSTRAPPED 4 FULL-TIME EMPLOYEES Crazy Egg is PROFITABLE
  22. 22. What is User Experience?
  23. 23. Who are your customers? ONLINE MARKETERS WITH Websites
  24. 24. Where do they hang out? #measure ON TWITTER
  25. 25. How should you engage?
  26. 26. Build an audience early 10,000 TWEETS 89,000 FOLLOWERS $0 BUDGET
  27. 27. How to reach your customers...
  28. 28. BUILD YOUR OWNChannel
  29. 29. Publish awesomecontentContent is king. Great content getspeople excited, it educates them, ithelps them be successful and evenmakes them want more! “No matter what, the very first piece of social media real estate Id start with is a blog.” Chris Brogan- Start a blog- Create content- Be consistently awesome
  30. 30. Start a blog SELF-HOSTED
  31. 31. Start a blog DRIP EMAIL MARKETING
  32. 32. Design for conversions
  33. 33. Design for conversions
  34. 34. Design for conversions
  35. 35. Design for conversions
  36. 36. Create content that teaches
  37. 37. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
  38. 38. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
  39. 39. “Employ two people for the same job, keep one.” Nick Warren
  40. 40. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED
  41. 41. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?
  42. 42. Be consistently awesome
  43. 43. Be consistently awesome
  44. 44. Start a blog $7.35 COST PER SIGN UP
  45. 45. YOUR CHANNEL HELPS YOU Grow
  46. 46. YOUR CHANNEL HELPS YOU Learn
  47. 47. !“The only way to win is to learn faster than anyone else.” Eric Ries
  48. 48. MARRY THE PROBLEM NOT THE Solution =
  49. 49. “Just because you can doesnt mean you should.” Jason Jacobs
  50. 50. Not the solution 3 YEARS $1,000,000 BURNED INFINITE LOSS
  51. 51. !“Dont try to do marketing if you have something that people dont want.” Noah Kagan
  52. 52. FIND THE COREProblem -
  53. 53. “Better mouse traps are easier to sell.” Seth Lieberman
  54. 54. ALWAYS BEGIN WITH AHypothesis ?
  55. 55. Start with a hypothesis HTTP://CUSTDEV.COM
  56. 56. Customer Development ! Our hypothesis is that (certain type of person) have a problem doing (certain type of task) Problem Hypothesis
  57. 57. !Our hypothesis is that product manager type people have a problem doing effective customer research. Problem Hypothesis
  58. 58. LEARN HOW TO ASK THE RIGHT Questions ?
  59. 59. “You need to hear the feedback... the good and the bad.” Glenn Gaudet
  60. 60. What we wanted to learn 1 What are they doing now? 2 What are other tools missing? 3 Who is involved? 4 How frequent / severe is the pain? 5 What are other customer complaints?
  61. 61. “Become a student of your customer.” Caroline Beaulieu
  62. 62. How we learned 20 phone interviews 3 paper user tests 2 landing pages 1 hacky mvp
  63. 63. What we learned ! People are not doing customer research. ! They want private feedback and targeting. ! It requires developer involvement. ! It is a constant pain.
  64. 64. What we built MICRO SURVEYS - HTTP://KISSINSIGHTS.COM
  65. 65. What we built POWERED BY KISSINSIGHTS LINK
  66. 66. How we track it http://www.kissinsights.com/? utm_source=suview&utm_medium=dark& utm_campaign=google.com UTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD
  67. 67. How we track it
  68. 68. KISSinsights OVER 20,000 SIGN UPS KISSinsights is PROFITABLE $0 MARKETING BUDGET
  69. 69. THANK YOU! Hiten Shah hitenism.com hshah@kissmetrics.com
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