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Lean startup circle Boston - April 28, 2011

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Lean startup circle Boston - April 28, 2011

  1. 1. How to recruit and interview potential customers<br />Elizabeth Yin<br />Co-founder of LaunchBit<br />Lean Startup Circle Boston<br />April 28, 2011<br /> ThisParticularGreg<br />
  2. 2. Agenda<br />Introduction<br />Finding customers<br />“Spray and pray”<br />In-person channels<br />“Targeted” channels<br />Requesting interviews<br />Interviewing customers<br />Analyzing interviews<br />Q & A<br />
  3. 3. About Elizabeth and Jennifer<br />
  4. 4. Shiny Orb<br />
  5. 5. DressMob<br />
  6. 6. Finding Customers<br /><br />
  7. 7. Talk to a range of customers<br />?<br />
  8. 8. 7 ways to find interviewees<br />“Spray and pray” channels<br />Craigslist<br />Online Groups<br />In-person channels<br />Malls & Coffee Shops<br />Meetups<br />“Targeted” channels<br />LinkedIn<br />Alumni Networks<br />“Google Searches”<br />
  9. 9. Finding Customers:“Spray and Pray”<br /> Shaylor<br />
  10. 10. Spray and pray strategy<br />Reach out to large numbers of people<br />Filter through surveys<br />Whittle down to your handful of customer types<br />
  11. 11. Craigslist<br />Cindy Alvarez<br />Great for consumer products/services<br />Post in the volunteer or gigs sections<br />“Looking for beta testers” not “Looking to learn about…”<br />Ask people to email you to take a survey beforehand<br />Be very specific about time & compensation upfront<br />$20 for 30 min works well<br />Post in other locations and use Skype / phone to get more people<br /><br />
  12. 12. Online groups<br />Join Google/Yahoo/Facebook/NING, etc.. Groups for specific interests<br />Read the TOS beforehand<br />Be friendly – respond to other posts before making a request<br />You can reach out to specific people on Facebook<br />
  13. 13. Vetting people<br />Write a quick survey<br />Google forms, Wufoo, Survey Monkey<br />Take no more than 5 minutes<br />Ask questions to find your customer types<br />Clearly message next steps (interview details and compensation, if any)<br />
  14. 14. LaunchBitsample survey<br />Info about the interviews $20 for 25 min<br />Multiple choice questions to learn demographics<br />Email address to follow up<br />
  15. 15. Finding Customers:In-person Channels<br /> wili_hybrid<br />
  16. 16. Malls & coffee shops<br />Good for general consumer applications<br />Don’t be sketchy!<br />$5 gift certificates @ Starbucks<br />Be specific about how much time you’ll need<br />
  17. 17. Meetups<br />TONS of in-person groups…<br /><br />Eventbrite events<br />Yelp events<br />
  18. 18. Finding Customers:Targeted Channels<br /> wili_hybrid<br />
  19. 19. Targeted strategy<br />Reach out to specific people<br />Find ideal people you want to interview<br />Particularly good for B2B<br />Buyer vs. User<br />Aim high<br />
  20. 20. LinkedIn<br />LinkedIn Groups<br />Reach people you’re not connected to at all<br />Via friends, friends-of-friends<br />Email first before sending LinkedIn request<br />
  21. 21. Alumni networks<br />Alumni online directories<br />Alumni group lists<br />Can search for people by company<br />
  22. 22. Google contact information<br />Find the person you want to speak with<br />Try typing<br />[name] “email”<br />[name] “” <br /><br /><br />Etc..<br />Find email addresses of others at the company and replicate format<br />
  23. 23. Targeted Channels: Requesting Interviews<br /> GenBug<br />
  24. 24. Write a concise email<br />Catchy subject<br />Smart phone readable (3 lines)<br />Strong call to action<br />
  25. 25. Email subject lines<br />Build rapport through mutual friends<br />[ABC] recommended speaking with you<br />Connect through vanity<br />Your article in the WSJ?<br />Your talk at [abc]?<br />Your blog article?<br />Connect through praise<br />Loved your article!<br />
  26. 26. Email body – 1st line<br />Build rapport immediately<br />Praise, thanks, vanity<br />Establish commonalities<br />E.g. I had a blast at your ABC conference on XYZ topic -- thank you.<br />I'm a fellow ABC alum and found you in the ABC directory.  <br />
  27. 27. Email body – 2nd line<br />What you’re doing and why this is interesting<br />This is the hardest line to write<br />E.g. I’m doing some research for a project on [abc] and am trying to learn how [def] works. <br />E.g. I’m prototyping some ideas around [abc] and think I can increase your sales. <br />
  28. 28. Email body – 3rd line<br />Call to action<br />Who/What/When/Where/Why vs. Yes/No<br />Think about what you want to achieve<br />Reasonable ask<br />E.g. I would like to get your quick thoughts on this – what is the best way to speak by phone for 10 min<br />E.g. I would like to speak with someone at your company about this – who is the best person to speak with about this for 10 min?<br />
  29. 29. Follow ups<br />No response<br />Email again within the week<br />Response<br />Set up a time/date to talk (Skype/phone/in-person)<br />Send mocks/slides the day before explaining that you’ll walk through them on the call<br />PDF all slides<br />No more than 5 slides<br />
  30. 30. Interviewing People<br /> Steve Rhodes<br />
  31. 31. Ask behavioral questions first<br />What are the most frustrating aspects of ABC?<br />May I ask you why ABC is frustrating?<br />What is the process you go through today to do ABC?<br />If you had a magic wand to help you with ABC, what would it do?<br />How much would you expect this magic wand to cost?<br />
  32. 32. Ask solution questions later<br />Would you use it?<br />So, you said ZYX of ABC was frustrating, what if the product looked like this?<br />Do you have any friends whom you think could benefit from this?<br />How much would you expect this to cost, if anything?<br />We’d love to learn from your friend, mind making an intro?<br />
  33. 33. Ending the interview<br />Stick to your time<br />Thank them (deal with compensation if any)<br />Ask to follow up<br />Ask for friend referrals<br />
  34. 34. Analyzing Interviews<br /> Biking Nikon OGG<br />
  35. 35. Organize your interviews<br />maybe<br />no<br />might<br />not sure<br />
  36. 36. About LaunchBit<br /><br /><br />
  37. 37. Questions?<br />More questions?<br />Feedback index cards<br />LaunchBit mailing list signup sheet<br />Blog:<br />Twitter: @launchbit<br /><br />