Market Research
Lesson 3

0
Agenda
Topics

Activities

•
•
•
•

App Ideas
Video Player components for the App
Product Market
Customer Development

•
•...
Check in: Share App Ideas
What app ideas are you working with from your
brainstorm?
Which one are you leaning toward?
Decide on an App idea for your team
• Ask the girls to vote on the app ideas discussed by
each participant
• Identify the ...
Video Wall 2
The Video Wall app tutorial demonstrates how you can control the size of a video playing
in an app by using t...
Conditionals
• Only do the action if the condition is true
 use an if statement
 IF (condition is true) then (do somethi...
Conditionals (Cont.)
• You also tell the program what to do if the
statement is not true
 Use an if-else statement
If (co...
Nested Conditionals
You can also put conditionals inside of other
conditionals

• IF (condition # 1) then (do something)
e...
Variables
• Values that can change while your program is
running
• Want to track that value, so we store them in
variables
Procedures
• Blocks of code that may need to be reused in
other parts of your program
• Often have inputs, sometimes have ...
Video Wall 2 Questions
• How could you use these concepts in your
app?
• What is an example of a real life variable that
y...
Why do startups fail?
“The vast majority of startups fail NOT because
they could not build a great product or
technology, ...
Know your customers and market
• Many companies spend millions of dollars
making a product, only to find out no one
wants ...
Know your customers and market
• What problem does your app
solve?
• What groups of people have
these problems?
• How big ...
Customer Development
“Customer development is not asking customers what
they want—it is seeking to understand what they
ne...
Get to know your customer
• Does your target audience have the problem that
you think they have?
• Is your solution (your ...
Understand your market
Here are some questions you can ask to better
understand your market:
• Where is there a need for y...
Activity: Survey questions
Sample surveys for Angry Birds & Shazam
Brainstorm and list questions
Write as many questions a...
Sample Survey - I
Angry Birds is a mobile app game
Survey Questions:
The goal of this survey is to find a group of people
...
Sample Survey - II
Shazam is a mobile app based music identification service
Survey Questions:
The goal of this survey is ...
Activity: Create a survey
• Good surveys are short
• Pick the top 5-7 questions on the list
• Multiple choice questions wi...
Survey Distribution
•

•
•
•
•
•
•

Twitter: @username Would like ur feedback on
[product/problem/solution] – shd only tak...
Task List
• Determine the market for your App
• Finish creating your survey and have at
least 20 people take it
Next Week
• Share results of the survey during the next
session
• Browse Colored Dots tutorial before next
lesson - http:/...
Template for Recording Survey Responses
Survey Question
1.

2.

3.

4.

5.

6.

7.

Summary of Survey Results
Wrap-Up
• Share a photo of your session with WeTech at
wetech@iie.org
• Share team name with WeTech team at
wetech@iie.org...
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Technovation challenge work plan for week 3

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Presentation for Technovation Challenge 2014 session for WeTech teams

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  • Today, we are going to learn the next step after coming up with an idea for a product. We are going to learn about market research, which helps us answer the following questions: Are there enough customers for my product? What if you make a product and no one wants it? Customer development is the concept of learning about your customers’ needs and making a product that meets their needs or solves a problem they have. We start today’s meeting with participants sharing out ideas for apps. Later, the team will brainstorm questions for potential customers to try to understand our customers and their needs. From these questions, each team will create a survey to distribute outside of class to potential customers. Before session is over, the team will have their survey questions ready.
  • Go around the room and ask each girl to talk about the story/app idea that she thought about after the last session. Ask the girls to give a basic idea of what the app will do and what features it might have. Ask the girls what inspired their app idea.
  • Work on the Video Wall 2 tutorial with your teams- http://appinventor.mit.edu/explore/ai2/videowall.html The Video Wall tutorial introduces the girls to the following concepts:ConditionalsNested conditionalsVariablesProcedures
  • Conditionals are also called if statements because they start with the word “if”. We use conditionals in life all the time – If something is true, then something else happens. If you have class, you go to class. If your mentor is here, you say hello. If the escalator is broken, you take the stairs. Conditionals control the flow of execution in your program – if the condition is false, you do not do the thing. If you are thirsty and you have water, you take a drink. If you do not have water or are not thirsty, you do not take a drink. You only take a drink if you are thirsty and you have water. If you have class, you go to class.
  • Some conditionals are more complex – if the condition is true, then you do one thing, if it is false, you do something else. The something else ONLY gets done if the condition is false, not if it is true. So if the sun is shining, you sit outside. If the sun is NOT shining, you sit inside. You do not sit inside unless the sun is NOT shining. This is an IF/ELSE statement – it is a conditional too, because it starts with the word “if”
  • Conditionals can be more complex – sometimes you have more than one condition. In App Inventor, you do this by nesting if statements – you put the next if into the else statement. In some languages, you can actually construct multiple else if into one statement.
  • Examples : score display for mole mash, whether or not we’re zoomed in for video wall
  • What were the procedures in video wall2 and mole mash 2?Video wall – Resize video playerMole Mash – move moleWhat were the inputs and outputs of those procedures?Resize video player – inputs: video player, zoomed, resize button; outputs: noneMove mole – no inputs or outputs
  • Connect the concepts to the implementation of the app. For instance, a variable to consider is what age of the target market they are trying to reach, or location of the user, etc. The variable is part of coding but it also applies to the understanding the different needs of the customer and market the app is trying to reach.Let the girls struggle here if they are not sure. This is part of the learning process. Push them to think about how they will use conditionals, procedures and variables in their app development. It’s okay for the girls to ask questions that can be answered at the next session.Now we are going to move on to understanding your target Market and Customer – this is part of the DATA process in the Lean Startup method that we reviewed last week.
  • Steve Blank is a successful entrepreneur, responsible for founding and/or being part of at least 8 startups in Silicon Valley. He now teaches entrepreneurship to students at UC Berkeley, Stanford, and Columbia University. Remember to take his advice and make sure that there are people who would want your app. Ensure there is a market for your product before you build it.
  • It is important to know your market and the customers in your market before spending money to make a product that is not wanted. If there is something wrong with your idea or product, it is better to know as soon as possible and Fail Fast. Ask the girls what are their thoughts on failing fast? Encourage the girls to think that it’s OK to fail in the first attempt but entrepreneurs continue to persist with improvements to their original idea!
  • It is important to know your market and the customers in your market before spending money to make a product that is not wanted. If there is something wrong with your idea or product, it is better to know as soon as possible and Fail Fast. What are your thoughts about failing fast?
  • Cindy Alvarez helps companies build better products through understanding their customers, and here she shares this quote. Her quote emphasizes that customer development is about understanding what customers need. For an app to be successful, enough customers need to see your app as a solution to their problem. Henry Ford’s quote reminds us that customers may not always know what the solution to their problem is until they see it.
  • Does your app solve a real problem for customers? Another important question to ask is, Is your app the only solution to your problem? If there is competition, then it is best to know about that sooner rather than later. You can learn to make your app better than your competitors and therefore more appealing to customers. Would your target market pay for a solution like yours? How much would your target market pay? You want to ensure that your app is being sold at an appropriate price. If you charge too little you will not make a profit. If you charge too much, you may not have enough customers to make a profit.You will not know the answer to any of these questions without asking your customers. You can ask them in surveys or interviews.
  • By asking your customers in surveys or interviews, you can understand your market and build a better product or business. These questions (on the slide) help you understand your customers and will help you build a better product and business. (Read through the questions).Does anyone have any additional questions they would ask?
  • Now, ask the girls to brainstorm questions for the survey.There is space in the workbook on page 9 to brainstorm any questions to find out more about your customer. Pages 7 and 8 in the workbook are example surveys, these might be a good reference if you find it challenging to come up with many ideas.Student Workbook is available at http://www.technovationchallenge.org/wp-content/uploads/2014/01/2014_Student-Workbook_L1_6.pdf
  • Now that you have ideas for questions, decide with your team which questions you want in the survey. Multiple choice questions with checkboxes are easy for people to answer. You can leave questions with more than one answer if that makes sense in the context. There is space on page 10 in workbook to write out your team’s survey questions.
  • Now that you have ideas for questions, decide with your team which questions you want in the survey. Multiple choice questions with checkboxes are easy for people to answer. You can leave questions with more than one answer if that makes sense in the context. There is space on page 10 in workbook to write out your team’s survey questions.
  • You can find people who will answer your surveys on Twitter, Facebook, via email, or asking them in person to take your survey.
  • Finish creating your survey,gather 20 responses, and prepare to share them with the class next week. There is a column in the table on page 10 where you can write a summary of survey results for each question. Be prepared to share what your survey results say about your product market. If you want some inspiration, check out pages 7 and 8 of the workbook.
  • Technovation challenge work plan for week 3

    1. 1. Market Research Lesson 3 0
    2. 2. Agenda Topics Activities • • • • App Ideas Video Player components for the App Product Market Customer Development • • • • Share App Ideas – (30 mins.) Video Wall 2 tutorial – (30 mins.) Create a customer survey – (30 mins.) Wrap-up – (10 mins.)
    3. 3. Check in: Share App Ideas What app ideas are you working with from your brainstorm? Which one are you leaning toward?
    4. 4. Decide on an App idea for your team • Ask the girls to vote on the app ideas discussed by each participant • Identify the top ideas • Select the idea your team wants to work with. Allow the girls time to talk about their decision • Make sure that the whole group feels included in the final decision
    5. 5. Video Wall 2 The Video Wall app tutorial demonstrates how you can control the size of a video playing in an app by using the Video Player component's Width, Height, and FullScreen features. The Video Wall uses media assets (videos stored in the app itself), but you can use the app to display videos from the internet as well. http://tinyurl.com/n6hjpd5 This tutorial assumes that the girls are familiar with the basics of App Inventor-- using the Component Designer to build a user interface, and using the Blocks Editor to specify the app's behavior.
    6. 6. Conditionals • Only do the action if the condition is true  use an if statement  IF (condition is true) then (do something) Examples: • IF Simon says “Simon says” then do the command • IF the weather predicts rain then pack your umbrella • IF the user has more than 10 points then she wins!
    7. 7. Conditionals (Cont.) • You also tell the program what to do if the statement is not true  Use an if-else statement If (condition) then (do something) else (do something else] Examples:  You are asking someone to go to a party. What happens if they say yes? What happens if they say no?  If it is raining then do homework else go to soccer practice
    8. 8. Nested Conditionals You can also put conditionals inside of other conditionals • IF (condition # 1) then (do something) else if (condition # 2) then (do something else) else (do something else) Example: If I get into IIT, I will go there. Else if I get into NIT, I will go there. Else if I get into BITS Pilani, I will go there.
    9. 9. Variables • Values that can change while your program is running • Want to track that value, so we store them in variables
    10. 10. Procedures • Blocks of code that may need to be reused in other parts of your program • Often have inputs, sometimes have outputs • Example: laundry – the process is the same, what changes as input is the clothes. What results is clean clothes
    11. 11. Video Wall 2 Questions • How could you use these concepts in your app? • What is an example of a real life variable that you want to consider in your app? • What is a real life conditional that could happen when using your app?
    12. 12. Why do startups fail? “The vast majority of startups fail NOT because they could not build a great product or technology, but because no one wanted the product!” - Steve Blank
    13. 13. Know your customers and market • Many companies spend millions of dollars making a product, only to find out no one wants to use it • If there is something about your idea or product that can be improved, you want to know as early as possible
    14. 14. Know your customers and market • What problem does your app solve? • What groups of people have these problems? • How big is this group(s) of people (i.e. your market)?
    15. 15. Customer Development “Customer development is not asking customers what they want—it is seeking to understand what they need, how they work, where their pain points and highest priorities are. ” - Cindy Alvarez “If I had asked people what they wanted, they would have said a faster horse.” - Henry Ford
    16. 16. Get to know your customer • Does your target audience have the problem that you think they have? • Is your solution (your app) the only solution to the problem? • Would your target market pay for a solution like yours? How much? • You will never be sure until you ASK (through surveys or interviews)
    17. 17. Understand your market Here are some questions you can ask to better understand your market: • Where is there a need for your app? • What currently fills that need? • If your app existed, would people use it? How often? • How much would people pay for it? • Which features are most important for your app to have?
    18. 18. Activity: Survey questions Sample surveys for Angry Birds & Shazam Brainstorm and list questions Write as many questions as you can for the potential customer of your product What would you ask your ideal customer? (Optional) If the participants have their Student Workbooks with them ask them to record their ideas on page 9 of the workbook
    19. 19. Sample Survey - I Angry Birds is a mobile app game Survey Questions: The goal of this survey is to find a group of people that can give you information about your idea/ product / market opportunity • Do you enjoy puzzle games? (yes or no) • • How satisfied are your with your options of mobile phone games? (1= not satisfied, 10 = very satisfied) How can we contact you to talk further about this? Resulting Metrics (data we received): Divide the number of people who responded in a selected way by the number of people who took the survey. • 30/50 said yes, they enjoy puzzle games • 12/30 reported a satisfaction level of less than 7 • 40/50 included at least one way to contact them What we learned: • We have a good size market for our app • Most people are fairly satisfied with their options of mobile games • People are interested in talking to us about it
    20. 20. Sample Survey - II Shazam is a mobile app based music identification service Survey Questions: The goal of this survey is to find a group of people that can give you information about your idea/ product / market opportunity • Do you enjoy listening to music? (yes or no) • • How satisfied are you hearing music you like but you do not know the title of? (1= not satisfied, 10 = very satisfied) How can we contact you to talk further about this? Resulting Metrics (data we received): Divide the number of people who responded in a selected way by the number of people who took the survey. • 45/50 said yes, they enjoy listening to music • 22/30 reported a satisfaction level of less than 4 • 40/50 included at least one way to contact them What we learned: • There is a large market size for our product • Most people are not very satisfied listening to music that they don’t know the title of • People are interested in talking to us about it
    21. 21. Activity: Create a survey • Good surveys are short • Pick the top 5-7 questions on the list • Multiple choice questions with checkboxes are easier for people to answer • You can allow for more than just one answer (Optional) If the participants have their Student Workbooks with them ask them to create the survey in page 10 of the workbook
    22. 22. Survey Distribution • • • • • • • Twitter: @username Would like ur feedback on [product/problem/solution] – shd only take 2mins [URL] thanks! “ Facebook: “Has anyone heard of an app that does ____?” Email Asking in person – create survey forms for circulation among friends and family Online survey platforms - http://www.surveygizmo.com/ for creating free online surveys Share Survey on WeTech Technovation Facebook Group http://tinyurl.com/mmzjwed Email survey link to WeTech team for help with collecting responses – wetech@iie.org
    23. 23. Task List • Determine the market for your App • Finish creating your survey and have at least 20 people take it
    24. 24. Next Week • Share results of the survey during the next session • Browse Colored Dots tutorial before next lesson - http://tinyurl.com/k2qahq7
    25. 25. Template for Recording Survey Responses Survey Question 1. 2. 3. 4. 5. 6. 7. Summary of Survey Results
    26. 26. Wrap-Up • Share a photo of your session with WeTech at wetech@iie.org • Share team name with WeTech team at wetech@iie.org • Encourage participants to join WeTech Technovation Facebook group to stay connected with the larger community http://tinyurl.com/mmzjwed
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