1.
You’ve got an idea. Now what?
Product Ideation & Customer Development
Hiten Shah
Startup Roots - Pier 38, San Francisco, CA • June 30, 2010

2.
The Startup Pyramid
The Race to the Top
Growth
Transition to Growth
Product / Market Fit
Sean Ellis: Startup-Marketing.com

3.
Product / Market Fit
• Low burn, focused on product, no VPs / sales people
• Customer Development (Steve Blank, Four Steps)
• Minimum Viable Product (Eric Ries, The Lean Startup)
• Pivots (Eric Ries, The Lean Startup)
“…the life of any startup can be divided into two parts –
before product/market fit and after product/market fit.”
Marc Andreesen, Founder of Netscape

4.
Customer Development
• It’s all about learning and discovery
• Outlined by Steve Blank in Four Steps to the Epiphany
Customer STOP
Customer STOP
Customer STOP
Scale STOP
Discovery Validation Creation Company
Pivot

5.
Minimum Viable Product
• Coined by Eric Ries as part of The Lean Startup
• Lean Startups are a series of MVP’s
• Each designed to answer a specific question (hypothesis)
“ The minimum viable product (MVP) is often an ad on
Google. Or a PowerPoint slide. Or a dialog box. Or a landing
page. You can often build it in a day or a week.”
Nivi, Venture Hacks

6.
“ If Apple can launch a smartphone without Find or Cut-and-
Paste, what can you cut out of your product requirements?”
Lance Glasser, former CTO KLA-Tencor

7.
“ The first version of Gmail was literally written in a day”
Paul Buchheit, Google / Friendfeed / Facebook

8.
My hypothesis is that twitter power users have
a problem tweeting interesting things.

9.
4,900+ tweets & 24,000+ followers

10.
1 day
1 developer
7,500 Twitter followers

11.
Minimum Viable Product - Landing Pages
Landing Page Call to Action Survey

12.
Landing Page

13.
Call to Action

14.
Survey

15.
CrazyEgg Heatmap =)

16.
I L ve Surveys

17.
Market Intelligence
What are you up against?

18.
Market Intelligence
Straight from the horse’s mouth!

19.
Idea Validation
People will tell you what they want,
you just have to ask!

20.
Idea Validation

21.
Qualifying Leads
Use key questions to filter your respondents

22.
Lead Generation
People want to help you. They really do.

23.
1 week
1 developer
Saved 2+ hours per week

24.
What’s next?

25.
Tools
• Landing Pages
• CSS/HTML, Performable, Google Sites, Webs.com, etc...
• Survey Creation and Data Collection
• Wufoo, SurveyMonkey, FormStack, SurveyGizmo, etc...
• Traffic Sources
• AdWords, StumbleUpon, Twitter, Craigslist, Forums, etc...
• Analytics
• Google Analytics, KISSmetrics, ChartBeat, CrazyEgg etc...

26.
Thank You!
Go to CustDev.com
25% Discount Code : LEAN
hshah@kissmetrics.com