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
×

tractiontimeWe want this.@andreasklinger Actionable Customer Development

74,953 views

Published on

tractiontimeWe want this.@andreasklinger

Published in: Business, Technology
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • 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

×