Erfahrungsbericht von der ersten lean startup machine in Deutschland. Informationen zum Vorgehen bei Customer Developement auf Basis eines Beispiel.

1. „HOW TO – CUSTOMER
DEVELOPEMENT“
Summary of our experiences - Lean Startup Machine –
Munich, January 2013
DieProduktMacher GmbH

2. Agenda
1. Introduction Customer Developement
2. Procedure– Field Research
3. Result– Pitch presentation
4. Our Learnings
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3. 1. Introduction Customer Developement
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4. Customer Developement = „Get out of the
Building“
http://leanstartupmachine.com/validationboard/img/case-studies/1/board_blank.png
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5. 2. Procedure – Field Research
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6. 1. Start = Problem + Riskiest Assumption
Collecting Panini
sticker/ football fans
Complete collection
as soon as possible
There are
Exchange enough
preferredenougch collectors
Not over
buying
people to
Lack of
change with
Overview
…
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7. 2. Get out of the building – where is the
target group?
VS.
 Interviewing Football fans on Christmas Market
Result:
Most of them collect Panini sticker!!!
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8. 3. Validation = Next Assumption
Collecting Panini
sticker/ football fans
Complete collection
as soon as possible
Exchange
preferred over There are
Not enough
buying enough
people to
collectors
Lack of
change with
overvew
…
http://leanstartupmachine.com/validationboard/img/case-studies/1/board_blank.png
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9. 4. Get out again!!!
• Exchange preferred over buying
 YES  Validated
• Current possibilities insufficiant? (Interviews with Persons
who advertise on ebay,…)
 NO  Invalidated
• Not enough possibilities to exchange in a local area
 YES  Validated
 SOLUTION: App which helps to find other collectors
in your area
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10. 5. Will User Pay for an App download?
Landingpage to analyze the conversion (paid Download)
Traffic acquisition:
- SEM (Google Ads)
- Social – Postings in Facebook groups/ Facebook Fanpage /
Twitter Account
- Special Interest – Postings in forums
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11. Landingpage
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12. 3. Result– Pitch presentation
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13. Collectr
Munich
December, 2nd 2012
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14. How to complete your panini
sticker album fast and cheap?
Collectr
App to find other Panini sticker collectors in your
area!
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15. Process
Experiment 1 2 4 5 6
Football Fans, Panini
Customer Football Fans, Panini sticker collectors
sticker collectors, local
Enough Local
Exchange Current
Riskiest people possibilities Will User
more fun solutions
Assumption who to swap are pay?
then buying insufficient
collect prefered
6 von 6
13 out of one of all User happy 11,8%
Hardcore
23 asked interviewd with current Conversion
Result collector
football buys all solutions e.g. 0,99 € per
prefer local
fans sticker ebay, FB Download
possibility
Collecting is Seasonal,
Mobile
There is a affair of Different business, but
Learned solution/
market honour, but Focus willingness
Stuffle
not easy prooved
Online Customer
„Exchange Payment per Further
Decision „Exchange Need Pivot -
Network“ Download testing
Network“ mobile App
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16. Here is the money…
Market developement User Feedback
80
60
40
20
0
WM EM EM
WM
2006 2008 2010
Potentional Downloads:
144 visitors
17 downloads
11,8% conversion rate
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17. Collectr – surely a success!
• WM 2014: 60 Mio. revenue with Panini sticker
– only Germany!
• 850.000 App – Downloads anticipated in
the first year
• Also international rollout possible
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18. Summary
• 1 Weekend – 48 hours / 5 people
• About 60 interviews with target group
• Landingpage, Facebook page, Twitter account, started online
marketing campaigns
• Potential Investor
• Market analysis & pitch presentation
• Great time, great learnings, awesome experience!
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19. 4. Our Learnings
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20. Don´t think too much, don´t define too
long…. Get out! A fast user feedback pays off!
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21. Be creative finding your target group – there
are different ways to find your user!
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22. Have the heart to go out – also when you
don´t have the perfect solution!
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23. TEST THE RISKIEST ASSUMPTION FIRST
– be honest to yourself and willing to dismiss
your idea if need be
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24. Contact
DieProduktMacher GmbH
Fabian Dill, CEO
Kontakt@DieProduktMacher.com
www.DieProduktMacher.com
Follow us:
@ProduktMacher
Die Produktmacher GmbH
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