1.
How to actually do customer development @robfitz(and not waste your time)

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Why bother talking to people?(when we could be building!) @robfitz

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@robfitz

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2 stages of learning 1. 2.Discovery Validation

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2 stages of learning Learn Confirm

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2 stages of learning “Ask” “Sell”

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Do we understandthis industry?

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Do we understandthis industry? Does anybodycare at all?

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Do we Are we understand building thethis industry?right product? Does anybodycare at all?

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Do we Are we understand building thethis industry?right product? Does anybody Will theycare at all? pay for it?

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❝Build somethingpeople want! Paul Graham ❞ @paulg

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But it’s super easyto screw up these interviews @robfitz

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Anybody will sayyour idea is greatif you annoy them for long enough. @robfitz

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A man wakes up, turnson the radio, goesupstairs, turns on thelights, and kills himself.Why?(Note: this slide, and several others, are accompanied by mini-workshops which I can’t really replicatewithout being in the room. If you want to bring me in-house and hear the punchline, ping @robfitz)

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(picture of wedding ring forcommitment)1. best: take their money2. okay: take their email with permission to contact them Image by wstryder

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The mom test1. Never ask their opinion, especially about your idea2. Ask about their life3. Ask about specifics in the past (“Talk me through the last time you...”)

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(Note: This is another workshop slide. It is super fun. The suspense is killing you!) Image by sleepyneko

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Good or badquestions? @robfitz

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❝Do think it’s agood idea? ❞ Us

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❝Do think it’s agood idea? ❞ Us

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❝Would you buy a product which solved this problem? ❞ Us

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❝Would you buy a product which solved this problem? ❞ Us

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❝How do you currently deal with this problem? ❞ Us

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❝How do you currently deal with this problem? ❞ Us

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❝Talk me through the last time you had this problem ❞ Us

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❝Talk me through the last time you had this problem ❞ Us

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❝How much wouldyou pay for this? ❞ Us

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❝How much wouldyou pay for this? ❞ Us

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❝How much money does this problem cost you? ❞ Us

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❝How much money does this problem cost you? ❞ Us

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❝Is there a budgetfor it? ❞ Us

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❝Is there a budgetfor it? ❞ Us

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❝Who else should Italk to? ❞ Us

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❝Who else should Italk to? ❞ Us

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So, we just had a meeting. But did wemake progress? @robfitz

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So, we just had a meeting. But did wemake progress? @robfitz

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❝Sounds great. Ilove it! ❞ Claudia

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❝Sounds great. Ilove it! ❞ Claudia

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❝Brilliant -- let me know when it launches! ❞ Jeremy

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❝Brilliant -- let me know when it launches! ❞ Jeremy

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Compliment+ Stalling tacticThey don’t care @robfitz

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❝There are a couple people I can intro you to, when you’re ready. ❞ Jeremy

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❝There are a couple people I can intro you to, when you’re ready. ❞ Jeremy

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Partialcommitment(Is there a valid reason he can’t connect you now?) @robfitz

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❝I would definitelybuy that! ❞ Claudia

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❝I would definitelybuy that! ❞ Claudia

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DANGER!!!(A promising signal, but people can’t predict their own behaviour) @robfitz

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Opinions areworthless. @robfitz

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Real learning≫ Concrete facts about customer’s lives≫ Solid commitments≫ Not opinions≫ Not “would you...” questions

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False positives cause heartbreak :( @robfitz

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(picture of wedding ring forcommitment)1. best: take their money2. okay: take their email with permission to contact them Image by elsie

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Commitment is the bestsignal1. Ideally, they give you money2. And if not, the conversation needs to advance

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Examples of advancement1. Permission to contact again2. Clear next meeting3. Introduction to decision-maker4. Commitment to run a trial5. Pre-purchase

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Compliments are notcommitments @robfitz

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3 rules for goodconversations1. Ask open-ended questions2. Which pass the mom test3. And leave with a commitment

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It helps to pre-plan the questions you’ll ask

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Questions? (next up is practicalities) @robfitz

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Do interviews in teams of 2One asks questionsThe other writes down answers

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Write down everything theysay

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Use quick emotion symbols≫ Emotions - happy, sad/frustrated, embarrassed :) :( :|≫ Workflow - problem, obstacle, workaround ! [] ~

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Sales is scary(but can be learned) @robfitz

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Sales is scary≫ You can learn it > It’s a predictable process > Having a framework helps > Read “SPIN Selling” by Neil Rackham≫ Focus on mastering your field > Customers will love to talk to & learn from you

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Cust dev is weird! (so keep it quick & casual) @robfitz

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Cust Dev is awkward≫ Look for advisors, not customers≫ Do cocktail custdev≫ Organise & host industry meetups≫ Personally email your first 1000 signups≫ Speak at conferences≫ Do free consulting or have office hours≫ Write a book of industry interviews≫ Write an industry blog≫ Host user meetups & product previews

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Advisors≫ Earlyvangelists are ideal industry & customer advisors≫ Gives you a reason for talking to them before having a finished product≫ Reframes the conversation with you in control≫ If they aren’t excited enough to join the advisory board, they probably aren’t going to be your first customer≫ Secret weapon of customer development

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Cocktail cust dev≫ This ever happen? > Meet a perfect customer > Get their business card > Can’t wait to learn from them > Never see them again≫ Keep the top 3 questions always in mind > Ask one as soon as you meet someone relevant≫ You learn, and they enjoy the interesting question

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Learn Find outabout a whethernew peopleindustry or care atcustomer. all. @robfitz

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Talking is useful if you...≫ Form good questions > Specifics > About the customer > Which pass the mom test≫ Know what you need to ask≫ Write it down

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Boom chicka bow-wow @robfitzhttp://thestartuptoolkit.comhttp://bootstrapchallenge.com