How to actually do customer development (and not waste your time)

How to actually do customer development @robfitz(and not waste your time)

Why bother talking to people?(when we could be building!) @robfitz

@robfitz

2 stages of learning 1. 2.Discovery Validation

2 stages of learning Learn Confirm

2 stages of learning “Ask” “Sell”

Do we understandthis industry?

Do we understandthis industry? Does anybodycare at all?

Do we Are we understand building thethis industry?right product? Does anybodycare at all?

Do we Are we understand building thethis industry?right product? Does anybody Will theycare at all? pay for it?

❝Build somethingpeople want! Paul Graham ❞ @paulg

But it’s super easyto screw up these interviews @robfitz

Anybody will sayyour idea is greatif you annoy them for long enough. @robfitz

A man wakes up, turnson the radio, goesupstairs, turns on thelights, and kills himself.Why?(Note: this slide, and several others, are accompanied by mini-workshops which I can’t really replicatewithout being in the room. If you want to bring me in-house and hear the punchline, ping @robfitz)

(picture of wedding ring forcommitment)1. best: take their money2. okay: take their email with permission to contact them Image by wstryder

The mom test1. Never ask their opinion, especially about your idea2. Ask about their life3. Ask about specifics in the past (“Talk me through the last time you...”)

(Note: This is another workshop slide. It is super fun. The suspense is killing you!) Image by sleepyneko

Good or badquestions? @robfitz

❝Do think it’s agood idea? ❞ Us

❝Would you buy a product which solved this problem? ❞ Us

❝How do you currently deal with this problem? ❞ Us

❝Talk me through the last time you had this problem ❞ Us

❝How much wouldyou pay for this? ❞ Us

❝How much money does this problem cost you? ❞ Us

❝Is there a budgetfor it? ❞ Us

❝Who else should Italk to? ❞ Us

So, we just had a meeting. But did wemake progress? @robfitz

❝Sounds great. Ilove it! ❞ Claudia

❝Brilliant -- let me know when it launches! ❞ Jeremy

Compliment+ Stalling tacticThey don’t care @robfitz

❝There are a couple people I can intro you to, when you’re ready. ❞ Jeremy

Partialcommitment(Is there a valid reason he can’t connect you now?) @robfitz

❝I would definitelybuy that! ❞ Claudia

DANGER!!!(A promising signal, but people can’t predict their own behaviour) @robfitz

Opinions areworthless. @robfitz

Real learning≫ Concrete facts about customer’s lives≫ Solid commitments≫ Not opinions≫ Not “would you...” questions

False positives cause heartbreak :( @robfitz

(picture of wedding ring forcommitment)1. best: take their money2. okay: take their email with permission to contact them Image by elsie

Commitment is the bestsignal1. Ideally, they give you money2. And if not, the conversation needs to advance

Examples of advancement1. Permission to contact again2. Clear next meeting3. Introduction to decision-maker4. Commitment to run a trial5. Pre-purchase

Compliments are notcommitments @robfitz

3 rules for goodconversations1. Ask open-ended questions2. Which pass the mom test3. And leave with a commitment

It helps to pre-plan the questions you’ll ask

Questions? (next up is practicalities) @robfitz

Do interviews in teams of 2One asks questionsThe other writes down answers

Write down everything theysay

Use quick emotion symbols≫ Emotions - happy, sad/frustrated, embarrassed :) :( :|≫ Workflow - problem, obstacle, workaround ! [] ~

Sales is scary(but can be learned) @robﬁtz

Sales is scary≫ You can learn it > It’s a predictable process > Having a framework helps > Read “SPIN Selling” by Neil Rackham≫ Focus on mastering your field > Customers will love to talk to & learn from you

Cust dev is weird! (so keep it quick & casual) @robﬁtz

Cust Dev is awkward≫ Look for advisors, not customers≫ Do cocktail custdev≫ Organise & host industry meetups≫ Personally email your first 1000 signups≫ Speak at conferences≫ Do free consulting or have office hours≫ Write a book of industry interviews≫ Write an industry blog≫ Host user meetups & product previews

Advisors≫ Earlyvangelists are ideal industry & customer advisors≫ Gives you a reason for talking to them before having a finished product≫ Reframes the conversation with you in control≫ If they aren’t excited enough to join the advisory board, they probably aren’t going to be your first customer≫ Secret weapon of customer development

Cocktail cust dev≫ This ever happen? > Meet a perfect customer > Get their business card > Can’t wait to learn from them > Never see them again≫ Keep the top 3 questions always in mind > Ask one as soon as you meet someone relevant≫ You learn, and they enjoy the interesting question

Learn Find outabout a whethernew peopleindustry or care atcustomer. all. @robfitz

Talking is useful if you...≫ Form good questions > Specifics > About the customer > Which pass the mom test≫ Know what you need to ask≫ Write it down

Boom chicka bow-wow @robfitzhttp://thestartuptoolkit.comhttp://bootstrapchallenge.com

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How to actually do customer development (and not waste your time)

by Rob Fitzpatrick on Jun 12, 2012

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