Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@andreasklinger
Actionable
Customer Development
for Startups
Workshop Outline
#emminvest – @andreasklinger
@andreasklinger
“Startup Founder”, “Product Guy”
“Done lots of customer interviews”
#emminvest – @andreasklinger
What we will cover
- Basics of Customer Development
- Dos and Don’ts of Customer Interviews
-...
@andreasklinger
Part I:
Customer Development Basics
Startups have ideas.
Build it.
Customers don’t buy it.
The startup dies.
Promote it.
@andreasklinger
traction
time
We want this.
@andreasklinger
traction
time
We get this.
@andreasklinger
#emminvest – @andreasklinger
The Biggest Risk of a Startup?
#emminvest – @andreasklinger
The Biggest Risk of a Startup?
Time/Money? No You will learn a lot + huge network gain.
#emminvest – @andreasklinger
Wasting your talent & opportunity by building the wrong thing
close to the right thing.
The B...
Market
Your
Solution
Customer
Job/Problem
Willing to pay
To miss your opportunity. By focusing on the wrong thing.
@andrea...
Market
Customer
Job/Problem
Willing to pay
competitor
competitor
competitor
competitor
Your
Solution
Other
Market
Customer...
“Startups don’t fail because they lack a product;
they fail because they lack customers and a
profitable business model” St...
#emminvest – @andreasklinger
Customer Development - Startups have stages.
#emminvest – @andreasklinger
Customer Development - Startups have stages.
Discovery
traction
time
Validation Efficiency Scale
Let’s simplify this
@andreasklinger
Discovery
traction
time
Validation Efficiency Scale
Product/Market Fit
Find a product
the market wants.
@andreasklinger
Discovery
traction
time
Validation Efficiency Scale
Product/Market Fit
Find a product
the market wants.
Scale a company
aro...
Discovery
traction
time
Validation Efficiency Scale
Product/Market Fit
Find a product
the market wants.
Scale a company
aro...
Discovery Validation
Here be
dragons
Try again. “Pivot”
@andreasklinger
Learn Confirm
Try again. “Pivot”
@andreasklinger
Learn Confirm
Find a problem worth solving.
Find a potential solution.
Validate that this solution works.
Validate a busine...
“The hard part is finding the
problem to solve.”
Kevin Systrom
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738...
When i say problems i mean Jobs to be Done
Watch: http://bit.ly/cc-jtbd
“Job to Be Done”
Products are bought because
they ...
Question
- I am generation digital
- I never read paper newspapers
- I would never buy a tabloid
Still: I take a metro new...
Question
- I am generation digital
- I never read paper newspapers
- I would never buy a tabloid
Still: I take a metro new...
Customers have a “Job to be done” in mind before
they see your product.
@andreasklinger
Customers have a “Job to be done” in mind before
they see your product.
@andreasklinger
Understanding that job enables
pro...
Learn Confirm
Find a problem worth solving.
Find a potential solution.
Validate that this solution works.
Validate a busine...
Validating
Problem
Validating
Solution
We do this in two steps.
Do they care?
Do they need it?
Do they have budget for it?...
How to know what customers want?
“Just go and ask them.”
@andreasklinger
“If i had asked my customers
what they wanted, they would
have said 'a faster horse'”
Henry Ford
Henry Ford asked wrong.
@...
@andreasklinger
Part II:
Customer Interviews
The hardest things in customer interviews:
Knowing who is your customer.
Ask them the right way.
Understand their feedback...
Good or bad questions?
@andreasklinger
…from Europe’s #1 Custdev
Expert @robfitz.
Watch Rob’s talk: http://bit.ly/rf-custdev
I only took the liberty to make them ...
❝
❞
Us
Do you have a
problem with X?
❝
❞
Us
Do you have a
problem with X?
“You are young and got an oscar. Are you
worried about peaking your career too soon?”
“Uuh. Well now I am!” - Jennifer Law...
❝
❞
Us
Tell me about X.
❝
❞
Us
Tell me about X.
❝
❞
Us
Do you think it’s a
good idea?
❝
❞
Us
Do you think it’s a
good idea?
❝
❞
Us
Would you buy a
product which
solved this problem?
❝
❞
Us
Would you buy a
product which
solved this problem?
❝
❞
Us
How do you
currently deal with
this problem?
❝
❞
Us
How do you
currently deal with
this problem?
❝
❞
Us
Talk me through
the last time you
had this problem
❝
❞
Us
Talk me through
the last time you
had this problem
❝
❞
Us
How much would
you pay for this?
❝
❞
Us
How much would
you pay for this?
❝
❞
Us
How much money
does this problem
cost you?
❝
❞
Us
How much money
does this problem
cost you?
❝
❞
Us
Is there a budget
for it?
❝
❞
Us
Is there a budget
for it?
❝
❞
Us
Who else should I
talk to?
❝
❞
Us
Who else should I
talk to?
Good questions:
- Did or Do - NEVER Would
- Don’t assume preset (e.g. problems)
- Don’t ask for opinions but let them spea...
The Perfect Question
“The Mother Test” - (c) @robfitz
Ask in a way that your mother could tell you that
your product is use...
So we had a meeting
Understanding Feedback
❝
❞
Claudia
Sounds great. I
love it!
❝
❞
Claudia
Sounds great. I
love it!
Only validates she is human.
❝
❞
Jeremy
Brilliant -- let me
know when it
launches!
❝
❞
Jeremy
Brilliant -- let me
know when it
launches!
Compliment
+ Stalling tactic
They don’t care
❝
❞
Jeremy
There are a couple
people I can intro you
to, when you’re ready.
❝
❞
Jeremy
There are a couple
people I can intro you
to, when you’re ready.
WHY NOT NOW?
❝
❞
Claudia
I would definitely
buy that!
❝
❞
Claudia
I would definitely
buy that!
DANGEROUS!
PEOPLE CANNOT PREDICT
THEIR OWN BEHAVIOUR.
❝
❞
Jeremy
We are spending
500$ per month
on this :(
❝
❞
Jeremy
We are spending
500$ per month
on this :(
Awesome feedback!
Proofs it is a problem, they
kind of solved it, and...
Opinions are worthless.
We look for:
- facts about their life/work
- and commitments
- “Think VS Do”
@andreasklinger
@andreasklinger
Part III:
Process of Customer Interviews
First:
Know what you want to learn (riskiest assumptions)
@andreasklinger
Process:
Find customers > Validate Problem > Val...
Finding Customers
Define customer segments
- as focused as possible
- as few as possible
Find 5-10 customers in each segmen...
Finding Customers
Experts Advisors Advocates Prospects Customers
Your relationship with them changes over time:
Validate Problem
Define Assumptions about their Problem
Define Assumptions about current solutions
@andreasklinger
Split in ...
Validate Problem
#emminvest – @andreasklinger
Create Topic Maps
Group your assumptions to Topics.
Define non-leading Questi...
Action.
Get in groups and create topic maps,
customer segments and
non leading questions
@andreasklinger
Validate Problem The Interviews
Don’t be awkward:
- “We are looking for Expert Feedback” or
“Doing a Survey”
- not: “We do...
Validate Problem The Interviews
Second person takes notes
- No laptop
- Use IndexCards or Postits.
- Write down exact cust...
NEVER DELEGATE
INTERVIEWS
- Interviews should be done by
the product-deciders.
- Especially if they hate sales.
(they need...
Action.
Test run interviews.
Group into people who like ice-cream.
And people who want to build a unique
ice-cream startup...
Validate Problem Review
Review in the team
- Use exact wording by customer
- Understand their answers in their
context
- D...
Source: Custdev.com#emminvest – @andreasklinger
Validate Problem Review
- Write down new learnings (or new
assumptions)
- ...
Source: Custdev.com
Validate Solution
- Come back to interviewees
- Focus first on their current solution.
- Discuss flaws o...
If you were wrong. Be happy.
Several of the biggest startup successes started out wrong.
You still have money, team and en...
Summary
- Know what you want to learn.
- Narrow your customer segment
- Formulate your assumptions.
- Define biggest questi...
Read on
Highly recommended:
Rob Fitzpatrick’s Collection of best Custdev Videos - @robfitz
http://www.hackertalks.io
@andre...
Tweet & share
@andreasklinger
If you like this presentation, please tweet about it:
“Actionable Customer Development for S...
Thank you :)
@andreasklinger
More presentations: www.slideshare.net/andreasklinger
Upcoming SlideShare
Loading in …5
×

of

Actionable Customer Development Slide 1 Actionable Customer Development Slide 2 Actionable Customer Development Slide 3 Actionable Customer Development Slide 4 Actionable Customer Development Slide 5 Actionable Customer Development Slide 6 Actionable Customer Development Slide 7 Actionable Customer Development Slide 8 Actionable Customer Development Slide 9 Actionable Customer Development Slide 10 Actionable Customer Development Slide 11 Actionable Customer Development Slide 12 Actionable Customer Development Slide 13 Actionable Customer Development Slide 14 Actionable Customer Development Slide 15 Actionable Customer Development Slide 16 Actionable Customer Development Slide 17 Actionable Customer Development Slide 18 Actionable Customer Development Slide 19 Actionable Customer Development Slide 20 Actionable Customer Development Slide 21 Actionable Customer Development Slide 22 Actionable Customer Development Slide 23 Actionable Customer Development Slide 24 Actionable Customer Development Slide 25 Actionable Customer Development Slide 26 Actionable Customer Development Slide 27 Actionable Customer Development Slide 28 Actionable Customer Development Slide 29 Actionable Customer Development Slide 30 Actionable Customer Development Slide 31 Actionable Customer Development Slide 32 Actionable Customer Development Slide 33 Actionable Customer Development Slide 34 Actionable Customer Development Slide 35 Actionable Customer Development Slide 36 Actionable Customer Development Slide 37 Actionable Customer Development Slide 38 Actionable Customer Development Slide 39 Actionable Customer Development Slide 40 Actionable Customer Development Slide 41 Actionable Customer Development Slide 42 Actionable Customer Development Slide 43 Actionable Customer Development Slide 44 Actionable Customer Development Slide 45 Actionable Customer Development Slide 46 Actionable Customer Development Slide 47 Actionable Customer Development Slide 48 Actionable Customer Development Slide 49 Actionable Customer Development Slide 50 Actionable Customer Development Slide 51 Actionable Customer Development Slide 52 Actionable Customer Development Slide 53 Actionable Customer Development Slide 54 Actionable Customer Development Slide 55 Actionable Customer Development Slide 56 Actionable Customer Development Slide 57 Actionable Customer Development Slide 58 Actionable Customer Development Slide 59 Actionable Customer Development Slide 60 Actionable Customer Development Slide 61 Actionable Customer Development Slide 62 Actionable Customer Development Slide 63 Actionable Customer Development Slide 64 Actionable Customer Development Slide 65 Actionable Customer Development Slide 66 Actionable Customer Development Slide 67 Actionable Customer Development Slide 68 Actionable Customer Development Slide 69 Actionable Customer Development Slide 70 Actionable Customer Development Slide 71 Actionable Customer Development Slide 72 Actionable Customer Development Slide 73 Actionable Customer Development Slide 74 Actionable Customer Development Slide 75 Actionable Customer Development Slide 76 Actionable Customer Development Slide 77 Actionable Customer Development Slide 78 Actionable Customer Development Slide 79 Actionable Customer Development Slide 80 Actionable Customer Development Slide 81 Actionable Customer Development Slide 82 Actionable Customer Development Slide 83 Actionable Customer Development Slide 84 Actionable Customer Development Slide 85 Actionable Customer Development Slide 86 Actionable Customer Development Slide 87 Actionable Customer Development Slide 88 Actionable Customer Development Slide 89 Actionable Customer Development Slide 90
Upcoming SlideShare
Customer Development Methodology
Next
Download to read offline and view in fullscreen.

122 Likes

Share

Download to read offline

Actionable Customer Development

Download to read offline

This presentation is a boiled down version of a workshop i do with startups.

The goal of the workshop is to start with customer interviews and improve or pivot the startup's product.

It is based on the method of customer development by steve blank but focuses mainly on how to do interviews the right way.

Related Books

Free with a 30 day trial from Scribd

See all

Actionable Customer Development

  1. @andreasklinger Actionable Customer Development for Startups Workshop Outline
  2. #emminvest – @andreasklinger @andreasklinger “Startup Founder”, “Product Guy” “Done lots of customer interviews”
  3. #emminvest – @andreasklinger What we will cover - Basics of Customer Development - Dos and Don’ts of Customer Interviews - Custdev Process for Teams This is a short version of a 5h product development workshop i usually run with startups. @andreasklinger “Startup Founder”, “Product Guy” “Done lots of customer interviews”
  4. @andreasklinger Part I: Customer Development Basics
  5. Startups have ideas. Build it. Customers don’t buy it. The startup dies. Promote it. @andreasklinger
  6. traction time We want this. @andreasklinger
  7. traction time We get this. @andreasklinger
  8. #emminvest – @andreasklinger The Biggest Risk of a Startup?
  9. #emminvest – @andreasklinger The Biggest Risk of a Startup? Time/Money? No You will learn a lot + huge network gain.
  10. #emminvest – @andreasklinger Wasting your talent & opportunity by building the wrong thing close to the right thing. The Biggest Risk of a Startup?
  11. Market Your Solution Customer Job/Problem Willing to pay To miss your opportunity. By focusing on the wrong thing. @andreasklinger
  12. Market Customer Job/Problem Willing to pay competitor competitor competitor competitor Your Solution Other Market Customer Job/Problem Willing to pay Or by looking at the wrong customer. @andreasklinger
  13. “Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model” Steve Blank And it might have been where you didn’t look. @andreasklinger
  14. #emminvest – @andreasklinger Customer Development - Startups have stages.
  15. #emminvest – @andreasklinger Customer Development - Startups have stages.
  16. Discovery traction time Validation Efficiency Scale Let’s simplify this @andreasklinger
  17. Discovery traction time Validation Efficiency Scale Product/Market Fit Find a product the market wants. @andreasklinger
  18. Discovery traction time Validation Efficiency Scale Product/Market Fit Find a product the market wants. Scale a company around that product @andreasklinger
  19. Discovery traction time Validation Efficiency Scale Product/Market Fit Find a product the market wants. Scale a company around that product We will focus on this part @andreasklinger
  20. Discovery Validation Here be dragons Try again. “Pivot” @andreasklinger
  21. Learn Confirm Try again. “Pivot” @andreasklinger
  22. Learn Confirm Find a problem worth solving. Find a potential solution. Validate that this solution works. Validate a business model. @andreasklinger
  23. “The hard part is finding the problem to solve.” Kevin Systrom http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738 @andreasklinger
  24. When i say problems i mean Jobs to be Done Watch: http://bit.ly/cc-jtbd “Job to Be Done” Products are bought because they solve a “job to be done”. Therefore not every “problem” is “negative”. @andreasklinger
  25. Question - I am generation digital - I never read paper newspapers - I would never buy a tabloid Still: I take a metro newspaper in the London subway and read it begin to end while traveling. Why? @andreasklinger
  26. Question - I am generation digital - I never read paper newspapers - I would never buy a tabloid Still: I take a metro newspaper in the London subway and read it begin to end while traveling. Why? No reception. Travel of 20 minutes.
  27. Customers have a “Job to be done” in mind before they see your product. @andreasklinger
  28. Customers have a “Job to be done” in mind before they see your product. @andreasklinger Understanding that job enables product niching.
  29. Learn Confirm Find a problem worth solving. Find a potential solution. Validate that this solution works. Validate a business model. @andreasklinger
  30. Validating Problem Validating Solution We do this in two steps. Do they care? Do they need it? Do they have budget for it? Who really is “they”? Does our solution solve their problem? Do they understand our solution? Would they pay for it? @andreasklinger
  31. How to know what customers want? “Just go and ask them.” @andreasklinger
  32. “If i had asked my customers what they wanted, they would have said 'a faster horse'” Henry Ford Henry Ford asked wrong. @andreasklinger
  33. @andreasklinger Part II: Customer Interviews
  34. The hardest things in customer interviews: Knowing who is your customer. Ask them the right way. Understand their feedback. Iterate or Kill your idea. @andreasklinger
  35. Good or bad questions? @andreasklinger
  36. …from Europe’s #1 Custdev Expert @robfitz. Watch Rob’s talk: http://bit.ly/rf-custdev I only took the liberty to make them worse by adding clutter and changing his face to mine. THE FOLLOWING SLIDES ARE ALL STOLEN. D ISC LA IM ER @andreasklinger
  37. ❝ ❞ Us Do you have a problem with X?
  38. ❝ ❞ Us Do you have a problem with X?
  39. “You are young and got an oscar. Are you worried about peaking your career too soon?” “Uuh. Well now I am!” - Jennifer Lawrence @andreasklinger
  40. ❝ ❞ Us Tell me about X.
  41. ❝ ❞ Us Tell me about X.
  42. ❝ ❞ Us Do you think it’s a good idea?
  43. ❝ ❞ Us Do you think it’s a good idea?
  44. ❝ ❞ Us Would you buy a product which solved this problem?
  45. ❝ ❞ Us Would you buy a product which solved this problem?
  46. ❝ ❞ Us How do you currently deal with this problem?
  47. ❝ ❞ Us How do you currently deal with this problem?
  48. ❝ ❞ Us Talk me through the last time you had this problem
  49. ❝ ❞ Us Talk me through the last time you had this problem
  50. ❝ ❞ Us How much would you pay for this?
  51. ❝ ❞ Us How much would you pay for this?
  52. ❝ ❞ Us How much money does this problem cost you?
  53. ❝ ❞ Us How much money does this problem cost you?
  54. ❝ ❞ Us Is there a budget for it?
  55. ❝ ❞ Us Is there a budget for it?
  56. ❝ ❞ Us Who else should I talk to?
  57. ❝ ❞ Us Who else should I talk to?
  58. Good questions: - Did or Do - NEVER Would - Don’t assume preset (e.g. problems) - Don’t ask for opinions but let them speak about real examples/experiences.
  59. The Perfect Question “The Mother Test” - (c) @robfitz Ask in a way that your mother could tell you that your product is useless. Without her knowing.
  60. So we had a meeting Understanding Feedback
  61. ❝ ❞ Claudia Sounds great. I love it!
  62. ❝ ❞ Claudia Sounds great. I love it! Only validates she is human.
  63. ❝ ❞ Jeremy Brilliant -- let me know when it launches!
  64. ❝ ❞ Jeremy Brilliant -- let me know when it launches! Compliment + Stalling tactic They don’t care
  65. ❝ ❞ Jeremy There are a couple people I can intro you to, when you’re ready.
  66. ❝ ❞ Jeremy There are a couple people I can intro you to, when you’re ready. WHY NOT NOW?
  67. ❝ ❞ Claudia I would definitely buy that!
  68. ❝ ❞ Claudia I would definitely buy that! DANGEROUS! PEOPLE CANNOT PREDICT THEIR OWN BEHAVIOUR.
  69. ❝ ❞ Jeremy We are spending 500$ per month on this :(
  70. ❝ ❞ Jeremy We are spending 500$ per month on this :( Awesome feedback! Proofs it is a problem, they kind of solved it, and shows their budget availability.
  71. Opinions are worthless. We look for: - facts about their life/work - and commitments - “Think VS Do” @andreasklinger
  72. @andreasklinger Part III: Process of Customer Interviews
  73. First: Know what you want to learn (riskiest assumptions) @andreasklinger Process: Find customers > Validate Problem > Validate Solution > Learn & Iterate
  74. Finding Customers Define customer segments - as focused as possible - as few as possible Find 5-10 customers in each segment.
  75. Finding Customers Experts Advisors Advocates Prospects Customers Your relationship with them changes over time:
  76. Validate Problem Define Assumptions about their Problem Define Assumptions about current solutions @andreasklinger Split in different customer segments if needed
  77. Validate Problem #emminvest – @andreasklinger Create Topic Maps Group your assumptions to Topics. Define non-leading Questions: Eg. “people want to connect with fashion labels” How do you ask that? “Do you want to connect” is leading. “Which fashion brands do you know?” “Why do you like them?” “Oh that’s interesting. How did you find out about that?” “Ah via facebook?...” etc.
  78. Action. Get in groups and create topic maps, customer segments and non leading questions @andreasklinger
  79. Validate Problem The Interviews Don’t be awkward: - “We are looking for Expert Feedback” or “Doing a Survey” - not: “We do Customer Development” - Ask open questions. - Let them speak. - Let them be the expert. (Ask naive) - In person. No skype, no online surveys, no phone, no email. Don’t do more interviews if feedback repeats. (No new learnings) @andreasklinger
  80. Validate Problem The Interviews Second person takes notes - No laptop - Use IndexCards or Postits. - Write down exact customer phrase - Use Visual indicators ----------------> Ask for further intros. Ask “Is there anything you think i should have asked”. @andreasklinger
  81. NEVER DELEGATE INTERVIEWS - Interviews should be done by the product-deciders. - Especially if they hate sales. (they need to learn it) @andreasklinger
  82. Action. Test run interviews. Group into people who like ice-cream. And people who want to build a unique ice-cream startup idea. @andreasklinger
  83. Validate Problem Review Review in the team - Use exact wording by customer - Understand their answers in their context - Don’t try to be correct with your assumptions - See what you learned. @andreasklinger
  84. Source: Custdev.com#emminvest – @andreasklinger Validate Problem Review - Write down new learnings (or new assumptions) - See which old assumptions turned out to be wrong or right. - Adapt your solution.
  85. Source: Custdev.com Validate Solution - Come back to interviewees - Focus first on their current solution. - Discuss flaws of their current solution. - Show mockups, screens, interactive demos. - Get improvement feedback. - Get them to commit. - Or iterate. If it solves a problem you don’t need to sell (much) @andreasklinger
  86. If you were wrong. Be happy. Several of the biggest startup successes started out wrong. You still have money, team and energy to iterate or pivot.
  87. Summary - Know what you want to learn. - Narrow your customer segment - Formulate your assumptions. - Define biggest questions (topic map). - Ask non leading, open questions. - Ask about experience not opinions. - Understand their feedback in their context. - Filter “Nice Human Behaviour” and Opinions. - Adapt with your learnings. Iterate your product. TL;DR: Use custdev to doublecheck your assumptions and product. Never bias in customer interviews. @andreasklinger
  88. Read on Highly recommended: Rob Fitzpatrick’s Collection of best Custdev Videos - @robfitz http://www.hackertalks.io @andreasklinger
  89. Tweet & share @andreasklinger If you like this presentation, please tweet about it: “Actionable Customer Development for Startups” - A workshop by @andreasklinger - slides: http://www.slideshare.net/andreasklinger/actionable-customer-development
  90. Thank you :) @andreasklinger More presentations: www.slideshare.net/andreasklinger
  • JeannetteSanchaz

    Nov. 25, 2021
  • lacitom

    Oct. 5, 2020
  • AgnieszkaKlucznikTor

    Feb. 12, 2020
  • bogdanflorin

    Dec. 24, 2019
  • jamesherrera

    Sep. 22, 2019
  • udnpico

    Jul. 5, 2019
  • ClineFolifack

    Apr. 16, 2019
  • rincon.rise

    Apr. 4, 2019
  • brockvanzweden

    Feb. 13, 2019
  • MohamedAbdelaalAhmed

    Jan. 28, 2019
  • AnhAshleyCao

    Jan. 25, 2019
  • EduardoSantos7

    Nov. 7, 2018
  • MURUGANMANOJKUMAR

    Jul. 5, 2018
  • BenKoomen

    Mar. 7, 2018
  • jjoe2013

    Nov. 25, 2017
  • natthidas

    Aug. 22, 2017
  • onlineindianet

    Aug. 16, 2017
  • BevKatz

    Mar. 14, 2017
  • williammdavis

    Feb. 17, 2017
  • IzzanRijal1

    Jan. 7, 2017

This presentation is a boiled down version of a workshop i do with startups. The goal of the workshop is to start with customer interviews and improve or pivot the startup's product. It is based on the method of customer development by steve blank but focuses mainly on how to do interviews the right way.

Views

Total views

85,778

On Slideshare

0

From embeds

0

Number of embeds

20,748

Actions

Downloads

715

Shares

0

Comments

0

Likes

122

×