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“Customer Discovery"
#StartupEssentials #Apremy
www.UrySarabia.com @sarabiau
www.StartupEssentials.Co / www.Apremy.com
ury...
urys
¡Add me!
Ury Sarabia
¡Add me!
9 / 10 Startups Fail
same applies to
Business Models
#uncertainty
Current problem = lack of real world action
Pragmatical education = real world results
Facilitator Role
=
Create/Deliver/Capture
VALUE
Why build a startup?
CUSTOMER-CENTRIC

METHODOLOGIES
“Startups fail not because they
aren’t able to create products/
services, they fail because
they can’t find customers for
...
“No business plan/model survives the
first contact with customers”


Steve Blank
Start-Up
(Search)
Company
(Execute)
vs
Steve Blank
#StartUp - #LeanStartup
StartUp
Organization in SEARCH of a REPEATABLE
and SCALABLE business model.
Lean StartUp
Startup f...
Lean
Startup
Eric Ries
#ScientificMethod
Scientific Method
“ A m e t h o d o f p r o c e d u r e t h a t h a s
characterized natural science sinc...
Business Model Canvas

(BMC) Alexander Osterwalder
Business Model Canvas

(BMC) Alexander Osterwalder
What do you know?
VS

What do you ignore?
Business Model Canvas

(BMC) Alexander Osterwalder
?
?
? ?
?
? ?
? ?
“Whoever learns
faster, wins”
Larry Lenihan
#Hypotheses
Customer + Problem
Evidence-Based

Entrepreneurship



“Get Out of the Building”
Steve Blank
#Validation #Laboratory
CUSTOMER
VS

USER
CUSTOMER
VS

USER
$$$
Business Model Canvas

(BMC) Alexander Osterwalder
B
A A
B
“Don't bite off more than
you can chew”
#EarlyAdopters
#Customer
#Hypothesis
#Problem 

#Hypothesis
#Problem 

#Hypothesis
¿?
#Solution 

#Hypothesis
• MVP = MVE
#Experimentation
“Whoever learns
faster, wins”
“Whoever learns
(from customers)
faster, wins”
Business Model Canvas

(BMC) Alexander Osterwalder
EVIDENCES ONLY
Practical Tips for
Customer
Development
Interviews
1) One person at a time
2) Clearly set your goals and questions before
getting out of the building
3) Distinguish and separate feedback from
behaviour (from the customer)
4) Get excited about listening things you don’t
wanna hear
5) Make the customer feel comfortable telling you
what you don’t wanna hear
“Don’t build what nobody wants”
6) Make open ended questions
(you want answers to be stories)
7) Listen, don’t talk
8) Show interest, but don’t influence
9) Follow your intuition and dig in
Find the “Why” behing the “What”
10) Repeat and paraphrase to confirm you
understood correctly
11) At the end of the interview, ask customer to refer
you to other customers to talk to
DON’T FORGET!!!
(Startups fail be...
12) Write down your notes as soon as possible
13) Customers don’t know what they want. Make
them talk about their problematic situations and their
behaviour. Avoid gett...
14) Make use of technology
14) Make sure you talk and listen to YOUR
CUSTOMER!!!
What do you know?
VS

What do you ignore?
Business Model Canvas

(BMC) Alexander Osterwalder
?
?
? ?
?
? ?
? ?
• Filter Question
• Tell me about how is like when…
• Describe the last time that happen…
• How does that process work for...
Lean
Startup
Eric Ries
SOCIAL

EXAMPLE
“Technology is just a means to an
end”


Ury Sarabia
Simulación
“Customer Discovery"
#StartupEssentials #Apremy
www.UrySarabia.com @sarabiau
www.StartupEssentials.Co / www.Apremy.com
ury...
5 mins.
.com
Problems
Ideas
Design Thinking
Lean Startup
Start PointMethodology
Clientology

(Startup Essentials & Apremy) Customers
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship...
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Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship Summer School (GESS) - 13sep16

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Evidence-Based Entrepreneurship: Lean Startup + Customer Development + Business Model Validation

Lecture on how to do Customer Discovery Interviews and how to approach to Evidence-Based Business Model Creation

Published in: Business
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Customer Discovery by Startup Essentials & Apremy - Tec de Monterrey campus Santa Fe Mexico City - Global Entrepreneurship Summer School (GESS) - 13sep16

  1. 1. “Customer Discovery" #StartupEssentials #Apremy www.UrySarabia.com @sarabiau www.StartupEssentials.Co / www.Apremy.com ury@apremy.com Global Entrepreneurship Summer School (GESS) Tec de Monterrey campus Santa Fé México City
 September 13th, 2016
  2. 2. urys ¡Add me!
  3. 3. Ury Sarabia ¡Add me!
  4. 4. 9 / 10 Startups Fail
  5. 5. same applies to Business Models
  6. 6. #uncertainty
  7. 7. Current problem = lack of real world action
  8. 8. Pragmatical education = real world results
  9. 9. Facilitator Role
  10. 10. = Create/Deliver/Capture VALUE Why build a startup?
  11. 11. CUSTOMER-CENTRIC
 METHODOLOGIES
  12. 12. “Startups fail not because they aren’t able to create products/ services, they fail because they can’t find customers for those products/services. Why don’t we develop customers before we develop products/services?” Steve Blank
  13. 13. “No business plan/model survives the first contact with customers” 
 Steve Blank
  14. 14. Start-Up (Search) Company (Execute) vs Steve Blank
  15. 15. #StartUp - #LeanStartup StartUp Organization in SEARCH of a REPEATABLE and SCALABLE business model. Lean StartUp Startup focused in generating VALUE avoiding any kind of waste.
  16. 16. Lean Startup Eric Ries
  17. 17. #ScientificMethod Scientific Method “ A m e t h o d o f p r o c e d u r e t h a t h a s characterized natural science since the 17th century, consisting in systematic observation, measurement, and experiment, and the formulation, testing, and modification of hypotheses.“ The Oxford English Dictionary
  18. 18. Business Model Canvas
 (BMC) Alexander Osterwalder
  19. 19. Business Model Canvas
 (BMC) Alexander Osterwalder
  20. 20. What do you know? VS
 What do you ignore?
  21. 21. Business Model Canvas
 (BMC) Alexander Osterwalder ? ? ? ? ? ? ? ? ?
  22. 22. “Whoever learns faster, wins” Larry Lenihan
  23. 23. #Hypotheses Customer + Problem
  24. 24. Evidence-Based
 Entrepreneurship
 

  25. 25. “Get Out of the Building” Steve Blank #Validation #Laboratory
  26. 26. CUSTOMER VS
 USER
  27. 27. CUSTOMER VS
 USER $$$
  28. 28. Business Model Canvas
 (BMC) Alexander Osterwalder B A A B
  29. 29. “Don't bite off more than you can chew” #EarlyAdopters #Customer #Hypothesis
  30. 30. #Problem 
 #Hypothesis
  31. 31. #Problem 
 #Hypothesis ¿?
  32. 32. #Solution 
 #Hypothesis
  33. 33. • MVP = MVE #Experimentation
  34. 34. “Whoever learns faster, wins”
  35. 35. “Whoever learns (from customers) faster, wins”
  36. 36. Business Model Canvas
 (BMC) Alexander Osterwalder EVIDENCES ONLY
  37. 37. Practical Tips for Customer Development Interviews
  38. 38. 1) One person at a time
  39. 39. 2) Clearly set your goals and questions before getting out of the building
  40. 40. 3) Distinguish and separate feedback from behaviour (from the customer)
  41. 41. 4) Get excited about listening things you don’t wanna hear
  42. 42. 5) Make the customer feel comfortable telling you what you don’t wanna hear “Don’t build what nobody wants”
  43. 43. 6) Make open ended questions (you want answers to be stories)
  44. 44. 7) Listen, don’t talk
  45. 45. 8) Show interest, but don’t influence
  46. 46. 9) Follow your intuition and dig in Find the “Why” behing the “What”
  47. 47. 10) Repeat and paraphrase to confirm you understood correctly
  48. 48. 11) At the end of the interview, ask customer to refer you to other customers to talk to DON’T FORGET!!! (Startups fail because they don’t find customers)
  49. 49. 12) Write down your notes as soon as possible
  50. 50. 13) Customers don’t know what they want. Make them talk about their problematic situations and their behaviour. Avoid getting them talk about their emotions. (Present and past stories on how they behave)
  51. 51. 14) Make use of technology
  52. 52. 14) Make sure you talk and listen to YOUR CUSTOMER!!!
  53. 53. What do you know? VS
 What do you ignore?
  54. 54. Business Model Canvas
 (BMC) Alexander Osterwalder ? ? ? ? ? ? ? ? ?
  55. 55. • Filter Question • Tell me about how is like when… • Describe the last time that happen… • How does that process work for you? • Have you tried several ways to do it? • Who makes the decisiones throughout that process? Exploration Questions Guide
  56. 56. Lean Startup Eric Ries
  57. 57. SOCIAL
 EXAMPLE
  58. 58. “Technology is just a means to an end” 
 Ury Sarabia
  59. 59. Simulación
  60. 60. “Customer Discovery" #StartupEssentials #Apremy www.UrySarabia.com @sarabiau www.StartupEssentials.Co / www.Apremy.com ury@apremy.com Global Entrepreneurship Summer School (GESS) Tec de Monterrey campus Santa Fé México City
 September 13th, 2016 Thank you!!!
  61. 61. 5 mins. .com
  62. 62. Problems Ideas Design Thinking Lean Startup Start PointMethodology Clientology
 (Startup Essentials & Apremy) Customers

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