6. Who helps you?
What you do?
Who you are and what you have?
How you help?
How you interact? Who you help?
How they know
you and how you
deliver?
What you gave? What you get?
Business Model Mix
revised from Business Model Canvas & Lean Canvas
12. “The term customer development is meant to
parallel product development. While
everyone has a product development
methodology, almost no one has a customer
development methodology. And the truth is,
if you don’t learn what customers really want,
you’re at a very high risk of building
something that no one wants to buy.
What is Customer Development?
from Lean Customer Development
17. My company, (company name)
is developing (a defined offering)
to help (a targeted audience)
(solve a problem)
(with secret sauce)
Welcome
2 min - Set The Stage
19. Tell A Story
2 min - Set Problem Context
Illustrate the top problems
with a story
20. State the top one to three problems and ask your
prospects to rank them:
Specifically:
1. Do you find yourself ____________ than before?
2. Do you find the _______________ process
painful?
3. Are you like _________ in that you don’t have
_____________?
Do you have any other __________
I didn’t talk about?
Problem Ranking
4 min - Test Problem
21. Explore Customer’s Worldview
15 min - Test Problem
This is the heart of the interview.
The best script here is “no script.”
Go through each problem in turn.
Ask the interviewees how they address the problem today.
Then sit back and listen.
Let them go into as much detail as they wish. Ask follow-up
questions, but don’t lead them or try to convince them of
the merits of a problem (or solution).
In addition to their raw responses,
judge their body language and tone to
get a sense of how they’d rate the problem:
“must-have,” “nice to have,” or “don’t need.”
22. - provide a hook to maintain interest
- give a high-concept pitch
- ask for permission to follow up
- establish a continuous feedback
loop with prospects
- ask the interviewees for referrals
to other potential prospects
Wrapping Up
2 min - The Hook and Ask
23. Problem Interview
Date: ______________
Contact Information: (Name/Email…) ______________
Demographics: ______________
Problem 1: _____________________________________
Problem 2: _____________________________________
Problem 3: _____________________________________
Notes: _________________________________________
Referrals: ______________________________________
Document Results
5 min
26. Attention
Get the customer’s attention with your UVP—derived from the number
one problem you uncovered during earlier Problem interviews.
Interest
Use the demo to show how you will deliver your UVP and generate
interest.
Desire
You need to instead secure strong customer commitments by
triggering on desire. The earlier pricing conversation generated desire
through scarcity and prizing.
Action
Get a verbal, written, or prepayment commitment that is
appropriate for your product.
The Solution Interview as AIDA
(Attention, Interest, Desire, and Action)
![NCCU
[ ] II
Date: 10/07, 10/14, 10/21
Time: Wed. 6:30-8:30pm
Lecturer: Rabbie Kao
Update: 2015.10.14](https://image.slidesharecdn.com/nccu2rabbie14oct-151014130625-lva1-app6892/85/nccu2rabbie14oct-1-320.jpg)
