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That	is	a	Good	Question
Luis	Caldas	de	Oliveira
CUSTOMER	DEVELOPMENT
How	to	start?
What	we	want	to	avoid
Market
Your	
solution
Costumer	
Job	or	
Problem
Customer
Development
“A	startups	don’t	fail	
because	they	lack	a	
product;	they	fail	
because	they	lack	
customers and	a	
profitable	business	
model.”
Steve	Blank
A	Startup is	an	Experiment
Customer Development
Two	Steps
Validate	
the	
problem
Validate	
the	
solution
CUSTOMER	INTERVIEWS
What	is	a	good	question?
Ground	Rules	for	Interviewing
Do	you	have	a	problem	with	X?
Tell	me	about	X?
Do	you	think	it’s	a	good	idea?
Would	you	buy	a	product	which	solved	
this	problem?
How	do	you	currently	deal	with	this	
problem?
Talk	me	through	the	last	time	you	had	
this	problem.
How	much	would	you	pay	for	this?
How	much	money	does	this	problem	
cost	you?
Who	else	should	I	talk	to?
Good
Did	or	do
Don’t	assume
Don’t	ask	for	opinions
Let	them	speak	about	examples	or	experiences
The	Mom	Test
“Ask	in	a	way	that	
your	mother	could	
tell	you	that	your	
product	is	useless.	
Without	her	
knowing.”
Rob	Fitzpatrick
CUSTOMER	FEEDBACK
What	is	this	a	good	answer?
Sounds	great.	I	loved	it!
Brilliant,	let	me	know	when	it	
launches!
There	are	some	people	I	can	introduce	
to	you	to,	when	you’re	ready.
I	would	definitely	buy	that!
We	are	spending	$500	per	month	on	
this.
THE	INTERVIEW
Am	I	ready?
Setup
We	are	looking	
for	expert	
feedback
We	are	
conducting	a	
survey
Ask	open	
questions
Let	them	
speak
Let	them	be	
the	expert	(act	
naïve)
Do	it	in	person
Take	Notes
No	laptop	or	tablet
Index	cards	or	sticky	notes
Write	exact	customer	phrases
Use	icons
Ask	for	further	introductions
THE	INTERVIEW	GAME
Am	I	ready?
New	Ice-cream
Business	Idea
Team	1
Ice-cream	lovers
Team	2
Ice-cream	
startup	founders
Team	3
observers
Tour	Guide
Business	Idea
Team	1
Travelers
Team	2
Tour	guide	
startup	founders
Team	3
observers
Tutoring
Business	Idea
Team	1
Parents
Team	2
Tutoring
startup	founders
Team	3
observers
LESSONS	LEARNED
What	am	I	taking	home?
What	have	you	learned?
Obrigado

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