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Play the Customer Development Game


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Agile teams are great at building what you want - but how do you know what your customers need? This game-based workshop shows you how to discover the right product before you build the wrong business.

Each team will start a new business, describe it using the Business Model Canvas, and incrementally improve it using concepts from Lean Startup and Customer Development.

You already know how to build great products with Agile. Learn how to find the right product to build using Customer Development. See how Lean Startup combines Agile and Customer Development to get the best of both worlds.

(presented at Agile 2013)

Published in: Business, Technology

Play the Customer Development Game

  1. 1. Play the Customer Development Game Agile 2013, Aug 6 2013 Adrian Howard (@adrianh)
  2. 2. Hello!
  3. 3. Ask Questions
  4. 4. Disclaimer: Eh?
  5. 5. Who are you?
  6. 6. Business plans
  7. 7.
  8. 8. “A startup is a temporary organization designed to search for a repeatable and scalable business model.” - Steve Blank
  9. 9. “A startup is a temporary organization designed to search for a repeatable and scalable business model.” - Steve Blank
  10. 10. From “The Startup Owner's Manual” by Steve Blank
  11. 11. Marriage vs Date
  12. 12. Plan vs Map
  13. 13. Exercise: Your founding a startup!
  14. 14. How do we describe our map?
  15. 15. Switzerland
  16. 16. The Business Model Canvas • by Alexander Osterwalder & Yves Pigneur • The Business Model Canvas • A tool for developing and documenting business models
  17. 17. Exercise •Using stickies, fill out the BMC for your business model •Remember - ask questions
  18. 18. The Lean Startup “A true experiment follows the scientific method. It begins with a clear hypothesis that makes predictions about what is supposed to happen. It then tests those predictions empirically”
  19. 19. The Lean Startup •Come up with hypothesis •Design experiment •Run experiment •Validate/Invalidate hypothesis •Repeat
  20. 20. The Lean Startup
  21. 21. Pull not Push
  22. 22. Example •Zappos •Annual sales > US$1 billion •Hypothesis: Is there a demand for superior online shoe shopping •Experiment: Took photos from shoe shops, came back and bought them full price if customer bought them online Example from The Lean Startup, p57-58
  23. 23. Exercise •Pick a key item on the canvas •Rephrase as a hypothesis •Think of as many different experiments to verify hypothesis as you can
  24. 24. Magic Bag-O-Validation
  25. 25. Pivots •Zoom-in •Zoom-out •Customer Need •Customer Segment •Platform From The Lean Startup, chapter 8 •Business Architecture •Value Capture •Engine of Growth •Channel •Technology
  26. 26. Round 2
  27. 27. The Good, the Bad & the Ugly
  28. 28. Alignment on value
  29. 29. Helps build an experiment culture
  30. 30. It’s hypotheses before, during and after development
  31. 31. Metric-First Development
  32. 32. Encourages value-oriented infrastructure
  33. 33. Hypotheses talk about business value directly
  34. 34. Where are the running, tested features?
  35. 35. Where’s the user?
  36. 36. Where’s the delight?
  37. 37. Trail of undead experiments
  38. 38. What happens when I can’t validate cheaply?
  39. 39. What about non- startup contexts?
  40. 40. Some folk find reality hurts
  41. 41. Further Reading •Lean Startup by Eric Ries •Running Lean by Ash Maurya •The Four Steps to the Epiphany by Steve Blank •The Startup Owner's Manual by Steve Blank
  42. 42. Questions?
  43. 43. Remember your feedback forms
  44. 44. @adrianh Thank You