Product Ideation and Customer Development

Hiten Shah
Hiten ShahEntrepreneur at KISSmetrics
You’ve got an idea. Now what?
Product Ideation & Customer Development



Hiten Shah
Startup Roots - Pier 38, San Francisco, CA • June 30, 2010
The Startup Pyramid
        The Race to the Top




             Growth



       Transition to Growth



       Product / Market Fit




 Sean Ellis: Startup-Marketing.com
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
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
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
“ 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
“ The first version of Gmail was literally written in a day”
 Paul Buchheit, Google / Friendfeed / Facebook
Product Ideation and Customer Development
My hypothesis is that twitter power users have
   a problem tweeting interesting things.
4,900+ tweets & 24,000+ followers
Product Ideation and Customer Development
Product Ideation and Customer Development
1 day
     1 developer
7,500 Twitter followers
Minimum Viable Product - Landing Pages




     Landing Page   Call to Action   Survey
Landing Page
Call to Action
Survey
CrazyEgg Heatmap =)
I L ve Surveys
Market Intelligence




What are you up against?
Market Intelligence




Straight from the horse’s mouth!
Idea Validation




People will tell you what they want,
       you just have to ask!
Idea Validation
Qualifying Leads




Use key questions to filter your respondents
Lead Generation




People want to help you. They really do.
Product Ideation and Customer Development
1 week
      1 developer
Saved 2+ hours per week
What’s next?
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...
Thank You!




       Go to CustDev.com

25% Discount Code : LEAN
   hshah@kissmetrics.com
1 of 30

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Product Ideation and Customer Development

  • 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
  • 9. My hypothesis is that twitter power users have a problem tweeting interesting things.
  • 10. 4,900+ tweets & 24,000+ followers
  • 13. 1 day 1 developer 7,500 Twitter followers
  • 14. Minimum Viable Product - Landing Pages Landing Page Call to Action Survey
  • 19. I L ve Surveys
  • 20. Market Intelligence What are you up against?
  • 21. Market Intelligence Straight from the horse’s mouth!
  • 22. Idea Validation People will tell you what they want, you just have to ask!
  • 24. Qualifying Leads Use key questions to filter your respondents
  • 25. Lead Generation People want to help you. They really do.
  • 27. 1 week 1 developer Saved 2+ hours per week
  • 29. 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...
  • 30. Thank You! Go to CustDev.com 25% Discount Code : LEAN hshah@kissmetrics.com