Puc class5 discovery


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Puc class5 discovery

  1. 1. Class 5ICS 2014How to Build a StartupA Descubrir y Validar Nuestro ProductoCustomer DiscoveryWith the Support of: www.realstarters.com 1
  2. 2. INDEXPARTE 1 PARTE 2• Dónde estamos? • Status grupos• Discovery • Propuesta de valor • Preparación Entrevista • Lista de Clientes del Problema (Evangelistas) • Entrevista del Problema • Construir MVP v1 (Demo) • Entrevista de la Solución 2
  3. 3. 0_DÓNDE ESTAMOSQué hemos visto hasta ahora? 3
  4. 4. • Distintos caminos en la vida Clase 1- Qué es • Emprender el camino arriesgado • Por qué ahora? Emprender • Algunos Paradigmas (Dinero, Idea, etc) • Fallar en nuestra sociedadClase 2- Miedo a • La importancia de fallar temprano y seguido • Que es un MVP Fallar • Qué es un PIVOT • Disruptive technologyClase 3- Generar y • Diferencia entre idea y oportunidad • Cómo generar y filtrar ideas Compartir ideas • Ejecución & Canvas • Framework de trabajoClase 4- Ejecución, • Qué es y qué no es? • 4 pasos ; Discovery & Validation CustDev • Entrevistar a clientes • Cómo entrevistar a clientes • Entrevista del problemaClase 5- Discovery • MVP 1.0 • Entrevista de la solución
  5. 5. 1_DiscoveryBuild something that people want(important but not enough) 5
  7. 7. “Build and they will come” Los problemas son relacionados con el riesgo dedesarrollo y distribución, NO ACEPTACIÓN DEL CLIENTE 7
  8. 8. “Build and they COULD come”Los problemas son relacionados con ACEPTACIÓN DEL CLIENTE Y ADOPCIÓN DEL MERCADO 8
  9. 9. CustDevPIVOT
  10. 10. Discovery & Validation• Do you have a problem worth Solving? • Have you built something – Hypothesis statements • Business Model Canvas customers want? (input) – MVP Experimenting – Customer Interviews – Product/Market fit testing • Preparation • Problem Interview • Solution Interview
  11. 11. CustomerDiscoveryProblem / Solution Fit
  12. 12. Discovery• Meta: Comprobar que el producto resuelve un problema para un grupo identificado de usuarios• Darnos cuenta si vale la pena solucionar este problema ($$) 12
  13. 13. Discovery TasksA ensuciarse las manos y “salir del edificio” 13
  14. 14. Cust. Discovery tasksSource: Ash Maurya, Running Lean, 2010
  15. 15. Task#1 Multiple Canvases (done)Objective: – Document what is in our mind (hypotheses) – Document customer`s feedback on the hypotheses we have (pivoting if necessary) – Common language
  16. 16. B.M. Canvas 16
  17. 17. Lean Canvas 17
  18. 18. Task#2 Interviews Preparation (Done)Objective: – Get ready to start interviewing real customers – Select first potential customers (in the market segment you decided to attack) – First approaches to the customer channels – Decouple the problem from the solution and test the problem before binding yourself to a solution
  19. 19. Task#2 Interviews Preparation (Done)• B2C: Find at least 10-15 prospects for a 2 weeks interview period (1 week)• B2B: Find between 5-10 prospects for a 2 weeks interview period (1 week)• These prospect customers will be used to test your business model canvas hypotheses• Prioritize where to start (which customer in my segment is more interesting?)
  20. 20. Task#2 Interviews Preparation (Done)• How to find prospects? 1. 1 Degree contacts 2. Ask for Intros 3. Cold Calling, Emailing, LinkedIn 4. Move around the Industry (e.g. Events, trade shows, Meetups, etc)• Don’t be shy!
  21. 21. Task#3 Problem InterviewObjective: – Know which problem is worth solving for the customer (Talk to customers to understand their worldview before formulating a solution) – We want to answer: • Customer Segments: Who has the pain? (Early adopters) • Problem: What are you solving?
  22. 22. My magic phrase in every customer development interview is ‘that’s interesting – tell me moreCindy Alvarez, Blogger, cindyalvarez.com 22
  23. 23. Task#3 Problem InterviewWe will test top 3hypothesis on: – Problem – Customer Segments – Current problem solutions
  24. 24. Task#3 Problem Interview• Ask sufficient time (20-30 mins)• Use neutral location / prefer face to face• Do not record the customer• Use a script (flexible)• Document immediately
  25. 25. Task#3 Problem InterviewSource: Ash Maurya, Running Lean, 2010
  26. 26. Task #4 MVP v1.0 (Demo)Objective: – Place the first attempt of our product/service’s value proposition in front of the customer, in order to diminish the uncertainty around each hypothesis under test – We use the term “demo” loosely to refer to anything that can stand in place for the actual solution
  27. 27. Most customers are great at articulating problems, but not visualizing solutionsRealStarters.com 27
  28. 28. EXAMPLE • Dot-com bubble 1990 • First mover->fast (pushed by investor, Amazon Strategy) • Business Model -> Groceries delivery to your home within a 30mins window • Larger dot-com flop in history • Money spent > sales growth • NOT MVP! 28
  29. 29. EXAMPLE • Hypothesis: customers were willing and ready to buy shoes online • Experiment: ask to take pictures of inventories in shoe stores and offered to buy them after selling them online • Experiment designed for one question: is there already sufficient demand for a superior online shopping experience? -> YES • This is an MVP 29
  30. 30. Task #4 MVP v1.0 (Demo) • Hypothesis: SME’s search for suppliers using search engines and are willing to buy If price is OK • Experiment: open an Alibaba.com store and promote products + individual websites optimized for search (SEO) • Experiment designed for one question: is there already sufficient demand for online sourced products from China?-> YES • This is an MVP 30
  31. 31. Task #4 MVP v1.0 (Demo)• Make it look real• Internal vs. External (customer) mockups• Simulate the customer’s behavior• The mockup needs to be quick to iterate
  32. 32. Task #4 MVP v1.0 (Demo)• The mockup needs to minimize on waste• Each problem solved must be present in your MVP• Use real-looking information (NOT lorem ipsum !!)• THINK BIG, ACT SMALL!!
  33. 33. Task #4 MVP v1.0…TOOLS! Web Apps 33
  34. 34. Task #4 MVP v1.0…TOOLS! Web Apps 34
  35. 35. DEMOExample 35
  36. 36. Task #5 Solution InterviewObjective: – Take our first product demo (MVP, draft, mockup, etc) out to the real customer and achieve problem/solution fit. – Answer the questions: • Solution: How will you solve these problems? • Revenue Streams: What is the Pricing Model?
  37. 37. Task #5 Solution Interview• Use old prospects + a few new ones• We will test top 3 hypothesis on: – Solution – Channels – Revenue Streams
  38. 38. Task #5 Solution InterviewSource: Ash Maurya, Running Lean, 2010
  39. 39. Criterios de SalidaCuándo avanzamos aValidation? 39
  40. 40. EXIT1. Tenemos claros los problemas TOP del nuestro segmento – Cuánto estarían dispuestos a pagar para resolver estos problemas?2. Tenemos un MVP que soluciona estos problemas – Clientes están de acuerdo – Cuánto pagarían por esta solución?3. Entendemos el día a día del cliente antes y después de nuestro producto 40
  41. 41. 2_FIRST PROJECTPRESENTATIONPreparation for class #7This is 20% of your grade, remember! 41
  42. 42. What you must present1. Start with your project’s value proposition (pitch)2. Process from your initial idea until now (all pivots you made) – Follow chronological sequence of changes – Use the canvas to structure your presentation (remember your pivots are based on each module of the canvas)3. Show customer’s problem interview results4. Show the MVP v1.0 details 42
  43. 43. Constraints & Tips1. 5 minutes, not more (we will have a clock!)2. Max. 10 slides3. Language: Initial pitch in English, rest could be in Spanish4. DEADLINE TO BE UPLOADED TO SLIDESHARE.NET AND SHARED IN THE BLOG: MONDAY 16TH, 11:59 AM (DELAY WILL CAUSE LOWER GRADE!)5. More images the better6. Practice your presentation, do not memorize it…You will only make an awesome presentation by being sure about what you say 43
  44. 44. Examplehttp://www.slideshare.net/sblank/the-startup-owners-manual-sxsw-11954724 (Starting slide 61) 44
  45. 45. RESUMIENDO 45
  46. 46. Resumiendo Problem MVPInterview Discovery Solution Pivot-> ExitInterview 46
  47. 47. PEDIDOS SEMANA #61. Realizar la entrevista del Problema a los clientes seleccionados2. Postear resultados de la búsqueda de prospectos en el blog3. Actualizar canvas en base a los resultados 47
  48. 48. CLASSACTIVITYClass feedback 48