Founders Institute_ startup strategies for finding and nurturing your first customers

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customer research focus for early stage startups

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Founders Institute_ startup strategies for finding and nurturing your first customers

  1. 1. T.A. McCann –Strategies for market and customer research Founders Institute, Seattle, 3/19/3012
  2. 2. • Customer research vs. market research• Know your customers• Find and nurture the new influencers• Build a tribe 2
  3. 3. Build a map toward success 3
  4. 4. A valuable target customer • Business professional • Places high value of relationships (>8/10) • Has significant (>50%) of key relationships outside company • >5 meetings/week with outside people (more/new is better) • Uses technology to gain information advantage • Actively builds and manages his network • Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better)People like this include;T.A. • Roles include (execs, sales, recruiter, PR, journalists, lawyers…)Brad • Influencer of others and/or small teamsBuzzKendall • Technical, early but not bleeding edge adopterBrandtMiles AustinDave Thomas (WSGR) • Often fits in GTD category as well • Reads books like “never eat alone” or “4 hour work week” • Attends “networking” events or activities 4
  5. 5. Use a survey to capture and scaleGist survey – with over 6500 responses - http://www.surveymonkey.com/s/ZTH5BJR 5
  6. 6. Map real people <--> personasKevin Spidel "I am the Managing Director of an international PR firm and am very active on the social web. Gist allows me to cut through the noise and manage my contacts directly. I am able to monitor what matters... the relationship."Managing DirectorPatriot Strategieshttp://patriotstrategies.comWashington, DC, USA5300 contacts, 1279 companies
  7. 7. Leverage your network to find more 7
  8. 8. Copy the leaders (for some stuff) Users Positioning User/market data Marketing Value Feature priority Key thought leaders 8
  9. 9. Find your market-space/competition 9
  10. 10. Work backwards from the acquisition 10
  11. 11. My post with a process - http://tamccann.com/finding-the-right-beta-users/Tim Ferris/Noah Kagan - http://twurl.nl/vquqtg 11
  12. 12. http://tamccann.com/every-journey-begins-with-a-few-tiny-steps/ 12
  13. 13. Send regular status (2 weeks) 13
  14. 14. Make someone else the champion 14
  15. 15. Track and manage your influencers 15
  16. 16. Go make something great! T.A. McCann tam@gist.com www.gist.com/tamccann

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