Customer Development for Ramen Lovers

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.” Zig Ziglar HELP ME HELP YOU! EMAIL ME ANYTIME HSHAH@KISSMETRICS.COM

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...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?

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. Problem Hypothesis

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 CUSTOMERS 7 FIGURES REVENUE

Crazy Egg 100% BOOTSTRAPPED 4 FULL-TIME EMPLOYEES Crazy Egg is PROFITABLE

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 $0 BUDGET

How to reach your customers...

BUILD YOUR OWNChannel

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

Start a blog SELF-HOSTED

Start a blog DRIP EMAIL MARKETING

Design for conversions

Create content that teaches

Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS

WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS

“Employ two people for the same job, keep one.” Nick Warren

4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED

3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?

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 INFINITE LOSS

!“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 type of task) Problem Hypothesis

!Our hypothesis is that product manager type people have a problem doing effective customer research. Problem Hypothesis

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 frequent / severe is the pain? 5 What are other customer complaints?

“Become a student of your customer.” Caroline Beaulieu

How we learned 20 phone interviews 3 paper user tests 2 landing pages 1 hacky mvp

What we learned ! People are not doing customer research. ! They want private feedback and targeting. ! It requires developer involvement. ! It is a constant pain.

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.com UTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD

How we track it

KISSinsights OVER 20,000 SIGN UPS KISSinsights is PROFITABLE $0 MARKETING BUDGET

THANK YOU! Hiten Shah hitenism.com hshah@kissmetrics.com

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