1.
Customer Development Model
Anggriawan Sugianto
Chief Technology & Operations, Suitmedia
University of Indonesia – 16 Oct 2015
@anggriawan in/anggriawan

2.
Where are the customers?
Product Development
2
Product
Concept
Product
Development
Alpha/Beta
Test
Product
Launch

3.
Customer Development
3
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
Get outside the building!

4.
Market Type
Existing
Market
Re-Segmented
Market
New
Market
Clone
Market
Customers Existing Existing New New
Customer Needs Performance Cost & Perceived Needs Simplicity & Convenience Already Proved Overseas
Performance Better / Faster
Good Enough
(for Low End or Niche)
Good
Good Enough
(for Local Market)
Competition Incumbents Incumbents Other Startups Foreign Originators
Risks Incumbents
Incumbents &
Niche Strategy Fails
Market Adoption Cultural Adoption
4

5.
Customer
Discovery
Customer Discovery
5
Verify or Pivot
Test the Solution
Test the Problem
State the Hypothesis
Customer
Validation

6.
Business Model
Key Partners Key Activities Value Propositions Customer
Relationships
Customer Segments
Key Resources Channels
Cost Structures Revenue Streams
6

7.
Customer
Discovery
Customer Validation
7
Verify or Pivot
Develop Positioning
Sell to Visionary Customers
Get Ready to Sell
Customer
Validation

8.
Competitive Positioning
8
Cost
Benefits
My Company
Competitor
Group A
Competitor
Group B
Competitor
Group C

9.
Customer Creation
Customer
Creation
9
Create Demand
Launch the Product
Position Company & Product
Get Ready to Launch
Company
Building

10.
Customer Relationship
10

11.
Company Building
11
Fast-Response Departments
Entrepreneurial à Mission à Process
Review Management
Sell to Mainstream Customers
Customer
Creation
Company
Building

12.
4P
• Build a good
place to work
• Train your
employees
PEOPLE
• Develop SOP
• Improve business
process mgt.
PROCESS
• Quality
management
PRODUCT
PROFIT
12

13.
People First
13

14.
SEARCH EXECUTION
Start Up vs. Scale Up
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
14

15.
Anggriawan Sugianto
anggriawan@suitmedia.com
@anggriawan
in/anggriawan
let’s discuss