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Cours entrepreneuriat customer discovery

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Cours entrepreneuriat customer discovery

  1. 1. Customer Discovery Dr. Wajdi Ben Rejeb
  2. 2. Startup • A startup is a temporary organization formed to search for a repeatable and scalable business model (Steve Blank) • « Une startup est un groupe d’individus constitué pour créer un nouveau produit ou service dans des conditions d’incertitudes élevées. » (Eric Ries)
  3. 3. FIVE CORE PRINCIPLES: 2. FIND FAILURES AND FIX THEM FAST 1. GET OUT OF THE BUILDING!! 3. CUSTOMER OPINIONS ARE ALL THAT MATTER 4. TEST EVERYTHING: PRODUCT, SALES, MARKETING 5. START WITH A BUSINESS MODEL 5
  4. 4. THE BUSINESS MODEL: ANY COMPANY CAN BE DESCRIBED IN 9 BUILDING BLOCKS 6
  5. 5. 7
  6. 6. IMAGES BY JAM CUSTOMER SEGMENTS KEY PARTNERS COST STRUCTURE REVENUE STREAMS CHANNELS CUSTOMER RELATIONSHIPS KEY ACTIVITIES KEY RESOURCES VALUE PROPOSITION 8
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  10. 10. IMAGES BY JAM CUSTOMER SEGMENTS KEY PARTNERS COST STRUCTURE REVENUE STREAMS CHANNELS CUSTOMER RELATIONSHIPS KEY ACTIVITIES KEY RESOURCES VALUE PROPOSITION 12
  11. 11. 13 To: Tunisian Wizards From: Tim Cook, Apple Computer I understand you are startup experts, and we need your help at Apple. As you may have heard, our visionary innovator, Steve Jobs, has died. We are struggling to invent a new company—Apple tv. Not the little box many millions of people have bought, but a physical tv with a screen and all the iPhone-like magic, features, and excitement people have come to expect from Apple products. We also want to make our usual obscene profit on the new product. Please develop a Value Proposition for the product, as well as tell me who the customer segment should be. Please do your best to explain the features and functionality, and what will make this product as distinct and extroardinary in TV as the iPhone has been in phones. Help me add $100-million to my 2019 bonus, and I’ll give you a free tv with thanks. --Tim
  12. 12. BUT,REALIZE THEY’RE HYPOTHESES 14
  13. 13. Hypothesis • The first step is to form a hypothesis that defines both the problem] by [iproblem and the solution you are proposing. A simple way to frame this is to fill in the following sentence: • My idea solves [insert nsert solution].
  14. 14. Good hypothesis • A good hypothesis addresses a single problem with a single solution. • For example: Instead of saying, “My idea solves people’s need to do laundry by offering a laundry delivery service,” a better idea hypothesis might be, “My idea solves the inconvenience and large time commitment of maintaining clean laundry by offering a 24-hour convenient laundry delivery service”.
  15. 15. Define Your Assumptions • In detailing your hypothesis, you will be forced to make some assumptions about your idea. These will include assumptions that: – The problem you addressed is actually a problem – The solution you propose will actually solve the problem – The market you plan to target has this problem – The market you plan to target will be willing to pay for your solution
  16. 16. Create a hypothetical customer persona • A good way to lay out a number of these assumptions is to create a hypothetical customer persona (that is, a profile of who you think is the ideal customer for your business). Be specific–give this person a name, an age, a career, hobbies, interests, perspectives, and even quotes regarding your industry. See a good example of a customer persona below.
  17. 17. Hypothetical customer persona
  18. 18. 9 GUESSES GUESS GUESS GUESS GUESS GUESS GUESS GUESS GUESSGUESS 20
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  21. 21. CUSTOMER DISCOVERY: FIRST, SOME GROUND RULES • MUST BE DONE BY FOUNDERS, NOT RESEARCHERS • YOU’RE NEVER SELLING, ALWAYS ASKING, PROBING • KNOW THE INDUSTRY, ISSUES, SUBJECT MATTER • THE CUSTOMER STEERS THE CONVERSATION • NO CUSTOMER CAN ANSWER EVERY QUESTION • ASK FOR 5 MINUTES (CONSUMER), 20 (B-TO-B)… • …CHARM THEM, KEEP’EM TALKING LONGER! 24
  22. 22. 2. YOU’RE HYPOTHESIS TESTING! HYPOTHESES TEST DESIGN EXPERIMENT INSIGHT 25
  23. 23. Understanding customer problem • Customer Discovery is the process of developing assumptions for the questions listed below—and turning those assumptions into hypotheses which founders will then go out and test. o Who are your customers? o What problem(s) do your customers have that you will solve? o How will you solve their problem(s)? o How will your customers adopt your solution?
  24. 24. Customer discovery • In customer discovery, you (the founder) take on the role of a scientist or detective, trying to let evidence lead you to a solution without letting any of your own bias get in the way. In fact, customer discovery ordinarily involves a process that closely follows the traditional scientific method: • Observing and defining a phenomenon (problem or market need) • Developing a hypothesis about a solution to the problem (business idea) • Conducting an experiment to test the hypothesis (getting “out of the building”)
  25. 25. How do I know if my idea is a good one? • What is the pain/problem • Who is having the pain/problem • How bad is the pain or • How are the “who” currently dealing with it • How is that solution working for them
  26. 26. Best Way to Validate your Hypothesis “Get out of the Building!” • Face to face interviews – Best • Skype • Shadowing • Telephone Online surveys
  27. 27. Rule: You are not allowed to talk about your idea!
  28. 28. How to do this? • Prep 5 questions and 5 backup questions – Use questions that are measurable • E.g. “on a scale of 1-10…”; “how many times in the past three months…” – Include questions that are qualitative • “What do you like most about …..; Least about….” • Scale question “Why did you give it that number” • Follow up openings or new thoughts (outliers)
  29. 29. How to do this? • Plan who you want to interview – Demographics that describes your stakeholders • Buyers/Decision-makers • Users • Influencers – Where will you find them • Practice
  30. 30. Questions • By letting the customer lead the conversation, you will end up letting them tell you about their ideal solution (instead of the other way around). Example questions might include: • Tell me how you currently do _____________________. • How is that process working for you? • If you could do anything to improve your experience with ___________________, what would it be? • What’s the hardest part about ______________? • What do you like/dislike about ______________?

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