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pbWorks case study at #sllconf by David Weekly

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Presentation by David Weekly at http://sllconf.com on April 23, 2010 in SF

Presentation by David Weekly at http://sllconf.com on April 23, 2010 in SF

Published in: Business

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  • nice sample of applying customer development methodology
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Transcript

  • 1. Customer Development
    Startup Lessons Learned Conference
    David E. Weekly (@dweekly)
    April 23, 2010
  • 2. Quick Note
    (good thing I like bowling!)
  • 3. Success is Adaptation
    Agile: use customer stories to guide product
    Good: solving specific problems.
    Bad: presumes specific uses.
    Lean: okay to be surprised at uses / users.
    It’s a continuous learning experience!
    So pivot – adapt to new uses / users.
    (you heard this earlier!)
  • 4. Feedback: Breadth + Depth
    Data
    User Stories
  • 5. Collecting User Feedback
    Support email
    Monthly sales pings
    In-product TEXTAREAs
    Phone calls
    UserTesting.com
    Onsite usability tests
    In-person visits
  • 6. Key Learning
    Your experiments provide an oracle function.
    Good for testing hypotheses.
    But what hypotheses do you test?
    Study your users for hypothesis + inspiration.
  • 7. Science or Art?
    From “What About Design” Panel…
    Science is an art.
    (Experiments rarely inform which hypotheses to test!)
  • 8. Feature Pivot
    Being rightand $1 gets you on the bus.
    Make sure customers are empowered to succeed.
    WYSIWYG: didn’t offer it on purpose!
    WikiText: performant, robust, easy-to-learn.
    …but kept people from spreading it.
    (afraid their coworkers wouldn’t grok it!)
    Didn’t learn this until talking with them.
    So I ate my hat and delivered a WYSIWYG editor.
  • 9. Demographic Pivot
    Sometimes you’ll be surprised at who actually shows up. So ask who they are!
    “We loved your presentation in Chicago!”
    Hunch: 5% educators?
    Interstitial => 45% educators. Jeebus.
    Surprise! We had made an educational product.
  • 10. Pricing Pivot
    Duh = Align pricing with value.
    Crappy renewal rates from $/wiki.
    Accenture call, PeopleMaps interview
    Whoops, wikis = projects & Projects < year.
    Ok, so $/user and ∞ wikis = wiser.
    Didn’t realize this until we talked w/people about why they weren’t renewing.
    So we changed our pricing and design.
  • 11. …and many other pivots!
    Ads = only beer $. Oops.
    “Wiki” = commodity. Oops.
    Folders & networks to organize & permission!
    Talk with your users.
    What they’re doing and who they are may surprise you.
  • 12. The Good News
    Went from ASPs of $50 to $50,000+ by listening to customers and delivering value. We grew the product as customers grew their deploy – coevolution!
    You can succeed by continuing to better understand your customer.  Go do it!
  • 13. Customer Development
    Startup Lessons Learned Conference
    David E. Weekly (@dweekly)
    April 23, 2010