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CUSTOMER
DEVELOPMENT
TEMPLATE
CHRISTINA WODTKE
@CWODTKE
WWW.CWODTKE.COM
WWW.ELEGANTHACK.COM
“Invented Quote”

PROJECT CODENAME
Value proposition in
a nutshell/ elevator
pitch
I am a mockup of a key screen

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
PURPOSE AND AGENDA
Purpose
• Understand you and the fit of our product
• Determine what it will take to do business with you

Agenda
• A little about us
• A lot about you
• Product overview & demo
• Specs & limitations
• Procurement
• Charter Client Program
• Next steps
@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

What would
you like from
the meeting?
3
A little about us…
The Company
Lorem Ipsum is simply dummy
text of the printing and typesetting
industry. Lorem Ipsum has been
the industry's standard dummy text
ever since the 1500s, when an
unknown printer took a galley of
type and scrambled it to make a
type specimen book.

The Product
Contrary to popular belief, Lorem
Ipsum is not simply random text. It
has roots in a piece of classical
Latin literature from 45 BC, making
it over 2000 years old. Lorem
Ipsum comes from sections 1.10.32
and 1.10.33 of "de Finibus
Bonorum et Malorum"

Our Value
It is a long established fact that a
reader will be distracted by the
readable content of a page when
looking at its layout. The point of
using Lorem Ipsum is that it has a
more-or-less normal distribution of
letters, as opposed to using
'Content here, content here',
making it look like readable
English. Many desktop publishing
packages and web page editors
now use Lorem Ipsum as their
default model text, and a search for
'lorem ipsum' will uncover many
web sites still in their infancy.
A LOT ABOUT YOU…
1. Organization?
2. Your mission?
3. Goals that drive you?
4. Volumes? Variations?
5. Seasonal Milestones?

6. Target audience?
7. Collaboration/Social tools? Adoption?
8. Demand creation mechanisms?
9. Success metrics?

5
@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
THE PROBLEMS
1. Quote on Pain Hypothesis 1 “This is too expensive”
2. Quote on Pain Hypothesis 2 “This is too slow”
3. Quote on Pain Hypothesis 3 “This is too confusing”

4. Quote on Pain Hypothesis 4 “Stinky”
5. Etc
6. Etc
7. etc

What
resonates?
@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
SOLUTION OVERVIEW
For You:
•
•
•
•

Key feature
Key feature
Key feature
Key feature

For Your customers (if relevant):
•
•
•
•

@cwodtke |

Key feature
Key feature
Key feature
Key feature

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
PHASE I DEMO – FREE BASIC
LISTING EXPERIENCE
You

• feature
• feaure
Your customer

• Feature
• feature

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I am a key screen
I am not a wireframe
I am a convincing mockup

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
Pointing out something
important

I am a key screen

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I am a key screen

Highlighting a key area

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
Phase II Demo
This, we want money for (if freemium)

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
PHASE II DEMO
Feature

Feature
Feature
Feature

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I am a key screen
I am not a wireframe
I am a convincing mockup

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
Pointing out something
important

I am a key screen

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I am a key screen

Highlighting a key area

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
Pointing out something
important

But wait there’s more

Highlighting a key area

© 2008 LinkedIn All rights reserved.

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
SUMMARY OF KEY FEATURES
1. Thing we think you’d pay for
2. Thing we think you’d pay for
3. Thing we think you’d pay for

4. Thing we think you’d pay for
5. Thing we think you’d pay for

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

What stood out
18
most to you?
LIMITATIONS
1. Thing we don’t want to build, and think you don’t want, but
gotta make sure

2. Thing we don’t want to build, and think you don’t want, but
gotta make sure
3. Thing we don’t want to build, and think you don’t want, but
gotta make sure
4. Thing we don’t want to build, and think you don’t want, but
gotta make sure

19
@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

Deal breakers?
POTENTIAL ROADMAP

Capability

Which would you move? Why?

• Add photos
• Delete
photos
• Share with
friends

Soon
@cwodtke |

• Make
collections
• Share
publicly

Later

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

• Remove red
eye
• Crop
• Filters

Much Later
Interactive Time!

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
JUSTIFICATIONS
1. Reason you’d pay, as fake customer quote “This saves me money!”
2. Reason you’d pay, as fake customer quote “This makes me thin!”
3. Reason you’d pay, as fake customer quote “This tastes like chocolate!”
4. Reason you’d pay, as fake customer quote
5. Reason you’d pay, as fake customer quote
6. Reason you’d pay, as fake customer quote

7. Reason you’d pay, as fake customer quote
8. Reason you’d pay, as fake customer quote

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

What resonates
22 most? Least?
GETTING TO YES
1. Who or what is our main competitor?
2. Decision process? Who’s not here?
3. Willing to pay? Price model?
4. Purchase wish-list rank for it?

23
@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
SCHEDULE FOR CHARTER CLIENT PROGRAM
July

August

September

October

November

Product Validation
4-6 companies

Design Validation
~10 companies

Field Testing
~8 companies

General Availability
50+ companies

Charter Clients will have:

1. Direct access to product team & senior leadership
2. Impact on prioritization and design of new features
3. Early access to new features

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
WRAP-UP
1. How would you describe this to a colleague?
2. How important: Strike out, double, home run?

3. Next meeting: Date? Whom?

Thank you for your valuable time!
25
@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I learned this methodology from George Seiters at LinkedIn. I have
since simplified it, and made the roadmapping interactive.

Anyone who can, should hire George
www.linkedin.com/in/georgeseiters
If you fail to hire him, you can give me a ring.
cwodtke@eleganthack.com

@cwodtke |

Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

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Customer Development Template

  • 2. “Invented Quote” PROJECT CODENAME Value proposition in a nutshell/ elevator pitch I am a mockup of a key screen @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 3. PURPOSE AND AGENDA Purpose • Understand you and the fit of our product • Determine what it will take to do business with you Agenda • A little about us • A lot about you • Product overview & demo • Specs & limitations • Procurement • Charter Client Program • Next steps @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike What would you like from the meeting? 3
  • 4. A little about us… The Company Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. The Product Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" Our Value It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy.
  • 5. A LOT ABOUT YOU… 1. Organization? 2. Your mission? 3. Goals that drive you? 4. Volumes? Variations? 5. Seasonal Milestones? 6. Target audience? 7. Collaboration/Social tools? Adoption? 8. Demand creation mechanisms? 9. Success metrics? 5 @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 6. THE PROBLEMS 1. Quote on Pain Hypothesis 1 “This is too expensive” 2. Quote on Pain Hypothesis 2 “This is too slow” 3. Quote on Pain Hypothesis 3 “This is too confusing” 4. Quote on Pain Hypothesis 4 “Stinky” 5. Etc 6. Etc 7. etc What resonates? @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 7. SOLUTION OVERVIEW For You: • • • • Key feature Key feature Key feature Key feature For Your customers (if relevant): • • • • @cwodtke | Key feature Key feature Key feature Key feature Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 8. PHASE I DEMO – FREE BASIC LISTING EXPERIENCE You • feature • feaure Your customer • Feature • feature @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 9. I am a key screen I am not a wireframe I am a convincing mockup © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 10. Pointing out something important I am a key screen © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 11. I am a key screen Highlighting a key area © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 12. Phase II Demo This, we want money for (if freemium) @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 13. PHASE II DEMO Feature Feature Feature Feature @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 14. I am a key screen I am not a wireframe I am a convincing mockup © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 15. Pointing out something important I am a key screen © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 16. I am a key screen Highlighting a key area © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 17. Pointing out something important But wait there’s more Highlighting a key area © 2008 LinkedIn All rights reserved. @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 18. SUMMARY OF KEY FEATURES 1. Thing we think you’d pay for 2. Thing we think you’d pay for 3. Thing we think you’d pay for 4. Thing we think you’d pay for 5. Thing we think you’d pay for @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike What stood out 18 most to you?
  • 19. LIMITATIONS 1. Thing we don’t want to build, and think you don’t want, but gotta make sure 2. Thing we don’t want to build, and think you don’t want, but gotta make sure 3. Thing we don’t want to build, and think you don’t want, but gotta make sure 4. Thing we don’t want to build, and think you don’t want, but gotta make sure 19 @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike Deal breakers?
  • 20. POTENTIAL ROADMAP Capability Which would you move? Why? • Add photos • Delete photos • Share with friends Soon @cwodtke | • Make collections • Share publicly Later Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike • Remove red eye • Crop • Filters Much Later
  • 21. Interactive Time! @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 22. JUSTIFICATIONS 1. Reason you’d pay, as fake customer quote “This saves me money!” 2. Reason you’d pay, as fake customer quote “This makes me thin!” 3. Reason you’d pay, as fake customer quote “This tastes like chocolate!” 4. Reason you’d pay, as fake customer quote 5. Reason you’d pay, as fake customer quote 6. Reason you’d pay, as fake customer quote 7. Reason you’d pay, as fake customer quote 8. Reason you’d pay, as fake customer quote @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike What resonates 22 most? Least?
  • 23. GETTING TO YES 1. Who or what is our main competitor? 2. Decision process? Who’s not here? 3. Willing to pay? Price model? 4. Purchase wish-list rank for it? 23 @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 24. SCHEDULE FOR CHARTER CLIENT PROGRAM July August September October November Product Validation 4-6 companies Design Validation ~10 companies Field Testing ~8 companies General Availability 50+ companies Charter Clients will have: 1. Direct access to product team & senior leadership 2. Impact on prioritization and design of new features 3. Early access to new features @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 25. WRAP-UP 1. How would you describe this to a colleague? 2. How important: Strike out, double, home run? 3. Next meeting: Date? Whom? Thank you for your valuable time! 25 @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
  • 26. I learned this methodology from George Seiters at LinkedIn. I have since simplified it, and made the roadmapping interactive. Anyone who can, should hire George www.linkedin.com/in/georgeseiters If you fail to hire him, you can give me a ring. cwodtke@eleganthack.com @cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

Editor's Notes

  1. This format can be done with small or large groupsYou need two people at least, a moderator and a note taker. Three is best, some one to watch the customer and step in if there is an issue. It’s good for startup teams to all go.
  2. This is a photo that represents a real activity: make a board, put the features down as you think the customer would want them/you plan to execute them. Customer can trade, crate new ones but CANNOT put more items in a given box.Don’t be tempted to do S/M/L, this will take you off track. If a large group, then rather than post-its, just edit onscreen.
  3. Sign them up. Don’t forget the Ikea affect.
  4. Note they get bigger into the future. That’s because you can do more stuff in the future. LIMIT!6-8 things in box one, 10-15 in box 2, 20ish in box three.