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.
@andreasklingerActionableCustomer Developmentfor StartupsWorkshop Outline
#emminvest – @andreasklinger@andreasklinger“Startup Founder”, “Product Guy”“Done lots of customer interviews”
#emminvest – @andreasklingerWhat we will cover- Basics of Customer Development- Dos and Don’ts of Customer Interviews- Cus...
@andreasklingerPart I:Customer Development Basics
Startups have ideas.Build it.Customers don’t buy it.The startup dies.Promote it.@andreasklinger
tractiontimeWe want this.@andreasklinger
tractiontimeWe get this.@andreasklinger
#emminvest – @andreasklingerThe Biggest Risk of a Startup?
#emminvest – @andreasklingerThe Biggest Risk of a Startup?Time/Money? No You will learn a lot + huge network gain.
#emminvest – @andreasklingerWasting your talent & opportunity by building the wrong thingclose to the right thing.The Bigg...
MarketYourSolutionCustomerJob/ProblemWilling to payTo miss your opportunity. By focusing on the wrong thing.@andreasklinger
MarketCustomerJob/ProblemWilling to paycompetitorcompetitorcompetitorcompetitorYourSolutionOtherMarketCustomerJob/ProblemW...
“Startups don’t fail because they lack a product;they fail because they lack customers and aprofitable business model” Stev...
#emminvest – @andreasklingerCustomer Development - Startups have stages.
#emminvest – @andreasklingerCustomer Development - Startups have stages.
DiscoverytractiontimeValidation Efficiency ScaleLet’s simplify this@andreasklinger
DiscoverytractiontimeValidation Efficiency ScaleProduct/Market FitFind a productthe market wants.@andreasklinger
DiscoverytractiontimeValidation Efficiency ScaleProduct/Market FitFind a productthe market wants.Scale a companyaround that...
DiscoverytractiontimeValidation Efficiency ScaleProduct/Market FitFind a productthe market wants.Scale a companyaround that...
Discovery ValidationHere bedragonsTry again. “Pivot”@andreasklinger
Learn ConfirmTry again. “Pivot”@andreasklinger
Learn ConfirmFind a problem worth solving.Find a potential solution.Validate that this solution works.Validate a business m...
“The hard part is finding theproblem to solve.”Kevin Systromhttp://ecorner.stanford.edu/authorMaterialInfo.html?mid=2738@an...
When i say problems i mean Jobs to be DoneWatch: http://bit.ly/cc-jtbd“Job to Be Done”Products are bought becausethey solv...
Question- I am generation digital- I never read paper newspapers- I would never buy a tabloidStill: I take a metro newspap...
Question- I am generation digital- I never read paper newspapers- I would never buy a tabloidStill: I take a metro newspap...
Customers have a “Job to be done” in mind beforethey see your product.@andreasklinger
Customers have a “Job to be done” in mind beforethey see your product.@andreasklingerUnderstanding that job enablesproduct...
Learn ConfirmFind a problem worth solving.Find a potential solution.Validate that this solution works.Validate a business m...
ValidatingProblemValidatingSolutionWe do this in two steps.Do they care?Do they need it?Do they have budget for it?Who rea...
How to know what customers want?“Just go and ask them.”@andreasklinger
“If i had asked my customerswhat they wanted, they wouldhave said a faster horse”Henry FordHenry Ford asked wrong.@andreas...
@andreasklingerPart II:Customer Interviews
The hardest things in customer interviews:Knowing who is your customer.Ask them the right way.Understand their feedback.It...
Good or bad questions?@andreasklinger
…from Europe’s #1 CustdevExpert @robfitz.Watch Rob’s talk: http://bit.ly/rf-custdevI only took the liberty to make them wor...
❝❞UsDo you have aproblem with X?
❝❞UsDo you have aproblem with X?
“You are young and got an oscar. Are youworried about peaking your career too soon?”“Uuh. Well now I am!” - Jennifer Lawre...
❝❞UsTell me about X.
❝❞UsTell me about X.
❝❞UsDo you think it’s agood idea?
❝❞UsDo you think it’s agood idea?
❝❞UsWould you buy aproduct whichsolved this problem?
❝❞UsWould you buy aproduct whichsolved this problem?
❝❞UsHow do youcurrently deal withthis problem?
❝❞UsHow do youcurrently deal withthis problem?
❝❞UsTalk me throughthe last time youhad this problem
❝❞UsTalk me throughthe last time youhad this problem
❝❞UsHow much wouldyou pay for this?
❝❞UsHow much wouldyou pay for this?
❝❞UsHow much moneydoes this problemcost you?
❝❞UsHow much moneydoes this problemcost you?
❝❞UsIs there a budgetfor it?
❝❞UsIs there a budgetfor it?
❝❞UsWho else should Italk to?
❝❞UsWho else should Italk to?
Good questions:- Did or Do - NEVER Would- Don’t assume preset (e.g. problems)- Don’t ask for opinions but let them speakab...
The Perfect Question“The Mother Test” - (c) @robfitzAsk in a way that your mother could tell you thatyour product is useles...
So we had a meetingUnderstanding Feedback
❝❞ClaudiaSounds great. Ilove it!
❝❞ClaudiaSounds great. Ilove it!Only validates she is human.
❝❞JeremyBrilliant -- let meknow when itlaunches!
❝❞JeremyBrilliant -- let meknow when itlaunches!Compliment+ Stalling tacticThey don’t care
❝❞JeremyThere are a couplepeople I can intro youto, when you’re ready.
❝❞JeremyThere are a couplepeople I can intro youto, when you’re ready.WHY NOT NOW?
❝❞ClaudiaI would definitelybuy that!
❝❞ClaudiaI would definitelybuy that!DANGEROUS!PEOPLE CANNOT PREDICTTHEIR OWN BEHAVIOUR.
❝❞JeremyWe are spending500$ per monthon this :(
❝❞JeremyWe are spending500$ per monthon this :(Awesome feedback!Proofs it is a problem, theykind of solved it, and showsth...
Opinions are worthless.We look for:- facts about their life/work- and commitments- “Think VS Do”@andreasklinger
@andreasklingerPart III:Process of Customer Interviews
First:Know what you want to learn (riskiest assumptions)@andreasklingerProcess:Find customers > Validate Problem > Validat...
Finding CustomersDefine customer segments- as focused as possible- as few as possibleFind 5-10 customers in each segment.
Finding CustomersExperts Advisors Advocates Prospects CustomersYour relationship with them changes over time:
Validate ProblemDefine Assumptions about their ProblemDefine Assumptions about current solutions@andreasklingerSplit in diff...
Validate Problem#emminvest – @andreasklingerCreate Topic MapsGroup your assumptions to Topics.Define non-leading Questions:...
Action.Get in groups and create topic maps,customer segments andnon leading questions@andreasklinger
Validate Problem The InterviewsDon’t be awkward:- “We are looking for Expert Feedback” or“Doing a Survey”- not: “We do Cus...
Validate Problem The InterviewsSecond person takes notes- No laptop- Use IndexCards or Postits.- Write down exact customer...
NEVER DELEGATEINTERVIEWS- Interviews should be done bythe product-deciders.- Especially if they hate sales.(they need to l...
Action.Test run interviews.Group into people who like ice-cream.And people who want to build a uniqueice-cream startup ide...
Validate Problem ReviewReview in the team- Use exact wording by customer- Understand their answers in theircontext- Don’t ...
Source: Custdev.com#emminvest – @andreasklingerValidate Problem Review- Write down new learnings (or newassumptions)- See ...
Source: Custdev.comValidate Solution- Come back to interviewees- Focus first on their current solution.- Discuss flaws of th...
If you were wrong. Be happy.Several of the biggest startup successes started out wrong.You still have money, team and ener...
Summary- Know what you want to learn.- Narrow your customer segment- Formulate your assumptions.- Define biggest questions ...
Read onHighly recommended:Rob Fitzpatrick’s Collection of best Custdev Videos - @robfitzhttp://www.hackertalks.io@andreaskl...
Tweet & share@andreasklingerIf you like this presentation, please tweet about it:“Actionable Customer Development for Star...
Thank you :)@andreasklingerMore presentations: www.slideshare.net/andreasklinger
Upcoming SlideShare
Loading in …5
×

❝❞UsHow much wouldyou pay for Actionable Customer Development

74,756 views

Published on

❝❞UsHow much wouldyou pay for this?

Published in: Business, Technology
  • 12 Signs From The Universe When You Are On The... ■■■ http://ishbv.com/manifmagic/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Free Miracle "Angel Music" Attract abundance, happiness, and miracles into your life by listening the sounds of the Angels. Go here to listen now!  http://t.cn/AiuvUMl2
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • The "Magical" Science Behind The Law of Attraction ■■■ https://bit.ly/30Ju5r6
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thirteen Signs the Angels Are With You ★★★ http://scamcb.com/manifmagic/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Manifest Absolutely Anything. Discover the Universe's "7 Sacred Signs" that guide the way to unlocking your heart�s greatest desires. Access your free report now! ➤➤ http://ishbv.com/manifmagic/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

×