Piaci validáció 72 százaléka azért bukik el mert olyan terméket vagy szolgáltatás állít elő ami senkinek nem kell. A dokumentum hangsúlyozza, hogy fontos a piaci igényeket validálni és olyan terméket vagy szolgáltatást kínálni, ami valóban megold egy problémát a célközönség számára. Javasolja a minimum kielégítő termék kifejleszt

1. Piaci validáció

2. Startupok
72
százaléka azért bukik el
mert olyan terméket vagy szolgáltatás
állít elő ami senkinek nem kell.

4. You are in the business of creating value
for the largest possible market in a
profitable and repeatable business model

5. Value = MUST HAVE’ or nice to have

6. Értékelés = Minőség / Ár

7. Problems
Customer
segments
Needs
Problem–
Solution
Fit
‘Minimum
Viable
Product’

8. A legtöbb probléma már
meg van oldva.
Csak nem
- jól,
- olcsón,
- kényelmesen

9. “In a startup
no facts exist
inside the
building, only
opinions.”
(Steve Blank)

10. A vállalkozás
annyira
könnyű vagy
nehéz amennyire
észreveszed és
elfogadod a
tényeket.

12. Korai fázisú üzleti tervek
értékgörbéje

13. “We're easily convinced
by the argument that all
we need to do is “build it
and they will come.”
(Eric Ries)

14. “We're easily convinced
by the argument that all
we need to do is “build it
and they will come.”
And when they don't
come, well, we just try,
try, again.”
(Eric Ries)

15. LEAN STARTUP PRINCIPLES
Build
(construct, prepare)
Measure
(structure, collect, collate)
Learn
(adjust, revise, repair, develop)

16. The Lean Method
+ Testing your initial Hypotheses – keep them or pivot
+ Collective Wisdom of your Customers
+ Get out of the building
+ Obsessed with the customer
+ Open to learn and pivot
+ Avoid maximalists (they should come later)
+ Bias for speed

17. PIAC FELMÉRÉS
● TAM or Total Available Market is the total market demand for
a product or service.
● SAM or Serviceable Available Market is the segment of the
TAM targeted by your products and services which is
within your geographical/distribution/technical reach.
● SOM or Serviceable Obtainable Market is the portion of SAM
that you can capture.

18. Customer Discovery:
How to talk to customers
And actually learn things

19. Teszteljük le
mennyire tudunk
tisztán gondolkodni!

20. A vezető fejlesztőm azt
mondja, Jani az öccse.
Jani azt mondja, neki
nincs bátyja.
?

21. Focus on the Customer

22. Focus on the Customer

23. Focus on the Customer

24. PROPER
CUSTOMER DISCOVERY

25. WHAT REALLY MATTERS
…and is often the result of
good customer discovery

26. Research and validation
methods
Comprehensive research
Professional interviews
‘Customer’ interviews

27. Tools of
market research
and validation

28. AYTM.com
Ask Your Target Market

29. Make my persona
The ideal buyer generator

31. PROLIFIC.CO

33. People.fish

34. Appinio

35. Statista
Hint - they have Campus accounts...

36. American Factfinder

37. USA Small Business Administration (SBA)

38. Eurostat

39. Claritas

40. CB Insights

41. Forrester Research

42. Think with Google, Google Trends

43. Google - Consumer Barometer

44. Slideshare.net

45. 9.2. Alternatív piackutatási módszerek:
Szakértők
Eric Ries
Ezra Firestone
Mary Meeker

46. Eric Ries

47. Ezra Firestone

48. Mary Meeker

49. Open View Ventures

50. A16Z

51. Brad Feld (feld.com)

52. Primary research
with industry
professionals

53. Hol vannak a szakértők??

58. SHAPR.CO - “TINDER” FOR PROFESSIONALS

59. HOW TO DO CUSTOMER
INTERVIEWS

60. Üzleti modellek
B2B
B2C
B2B2C
B2G

61. Interview methods
B2C (individual decision making)
0.5 Process other’s research
1 Online survey
2 Group interview
5 Phone interview
10 One-on-one interview with people you don’t know

62. Interview methods
B2B (market research)
1 Process other’s research results
3 Online survey
5 Phone interview
10 One-on-one interview with a friendly source

63. FOGALMAZD MEG A
‘SIKER MONDATOT’
We believe that people/businesses/distributors like (customer type)
have a need for/or problems doing)(need/action/behavior).
We will know we have succeeded when (quantitative/measurable
outcome), or (qualitative/observable outcome),
which will contribute to (KPI).

64. COMMON MISTAKES OF CUSTOMER
DISCOVERY INTERVIEWS
● Downplay resistance or indifference
● Explaining instead of listening
● Draw conclusion from fragmented info
● Not testing the problem but the solution
● Want to create the perfect interview
… and being forgiving to oneself

65. ‘THE WHAT’
YOU WANT TO FIND OUT OR VALIDATE:
● How big is the market? Not today...eventually!
● Who’s the customer?
● What’s the product/service/need?
● Does the product solve the problem? Fill the need?
● Who else solves it? Cheaper? Better? Faster?
● How do you create demand?
● How do you deliver the product?
● Will the customer let you make money?

66. ‘THE HOW’
CUSTOMER DISCOVERY MUST BE:
● Done by Leaders, not researchers, no indirect intelligence
● You’re never selling, always asking
● Know the industry, issues, subject matter
● Let the customer steer the conversation
● No customer can answer every question
● ...charm them, keep’em talking longer

67. BASIC RULES OF CUSTOMER
DISCOVERY
● No selling
● No talking (much)
● No ‘how do you like it..?’
● Constant LISTENING to customer info
● Structure your data collection

68. DEFINE HYPOTHESES
● Define hypothesis “success” so you know it if you find it.. :)
Develop your own metrics but here are some hints:
● Define discovery pass/fail tests - objectivity
● Results cannot be just anecdotes - data
● ...what does success look like? - specific
outcome
○ 4 of ten get really excited/want to buy - data
○ One appointment in five calls -
data
○ Half would tell >3 friends -
data
REMEMBER: recompute the financial model based on this feedback...it
may change a lot

69. Before your First Interview
Prefer in person meeting or conversation
E-solutions create distortion
● Know your subject...memorize your questions - structure
● “Dress for success,” make them comfortable - preparation
● Consider/Rehearse your “Opening Line” - preparation
● ALWAYS stress “this is not a sales call” - structure,
clean data
● NEVER get caught following a script - preparation
● Be curious, dig deeper, don’t push an agenda - objectivity
● Let the customer guide the conversation - reality
check

70. PRIMARY MISSION is
“Test the problem”
● Anything else is gravy...get what you can - data
● Avoid details on product as much as you can - reality check
● ...how do you solve it now
● ...anyone solve it well for you
● ...problems with current solutions
Mostly focus on: Do customers care?? -
objectivity
● Do NOT do Discovery with friends, colleagues - objectivity
● Find consumers where they hang out - reality check
● “Attack” people in malls, Starbucks, cafes - in person is +
● Don’t worry about titles or the right person - reality check
● Can you really talk to anyone? -

71. You got a personal Meeting… Now What?
● The goal is to test all hypotheses but...
● ALWAYS get to product/market fit
○ Does the value proposition match the segment?
○ Do the customers seem to genuinely care??
AND
○ What channel do they use to buy?
○ How will you get their attention? Google? Blog?
○ How much will they pay? Do they pay today?

72. Good outcomes
Learn: Get facts, not opinions
● Talk about their life/work/context
instead of your idea
● Ask about specifics in the past, not
guesses about the future
● Talk less, listen more
Confirm:
Get commitments,
not opinions
● Time
● Reputation
● Money

73. Exercise: Are these good questions?
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?

74. Exercise: Are these good questions?
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?

75. What does bad data look like?
Compliments
● “Sounds great, I
love it!”
● "Looks great, keep
me in the loop!"
Fluff
● Generic claims
● Future promises
● Hypothetical
maybes

76. How to get back on track

77. How to measure success of a meeting
Worst endings to meeting: “Sounds great! Let me know
when it launches!”
Better: “There are a few people I can introduce you to when
you’re ready”
Validate by going for FULL COMMITMENT
Meetings succeed when they advance to the next step

78. After the Interview: Debrief
DUMP
● 1 idea per sticky
● “What I heard
● “What I saw
● “What stood out
● After first 3: What you have to do differently next time
SORT
● Collect similar items
● Label groups
● Stack duplicates
● Note trends and exceptions

79. A Validált tudás
Eszköze:
MVP
Minimum Viable Product

80. Combining ‘interviews’ with MVP
1. Validate basic hypotheses
about problem & customer segment(s) via interviews
2. Build & measure MVP with specific customertype in
mind.
3. Learn.
4. Iterate.

81. ANALYTICS
● Google Analytics
● KISS Metrics
● Mixpanel
● Flurry
● LocalLytics
● Stats Mix (just an api)
CONVERSION TESTING
● Unbounce
● Optimizely
UNMODERATED TESTS WITH VIDEO
● Usertesting.com
● TryMyUI
● Userlytics
● WhatUsersDo
HEAT MAPPING
● Crazy Egg
● Click Tale
● Gaze Hawk
MESSAGE RECALL
● ClueApp
● FiveSecondTest
MICRO USABILITY
● Navflow
● Usabilia
● Clicktest
● Verify
● Intuition HQ
● UserZoom
TOOLS

82. Foundation of business

83. An experiment on 200 startups

85. Az üzlet alapja

86. Az üzlet alapja

87. Az üzlet alapja

88. Az üzlet alapja

89. Az üzlet alapja

90. It is hard for them to
trust you if they don’t know you

91. EDM story

92. Blog? :(
● Nálunk nincs marketinges aki irna blogot
● Nem vagyok jó blog-iró
● Nem tudom miről blogoljak
● Érdekel ez valakit azon a piacon?
● Nincs pénzem FB marketingre
● ..’múltkor is ráfáztunk a FB-re’

93. Izgalmas konferencia (?!)
Hogyan használd más eseményét
saját hasznodra

94. SLIDESHARE (LINKEDIN)
80 million users
18 million unit of content
40 categories
Every 7th marketers use
Slideshare in product launch
41% of all marketers use it to
distribute content for free

95. GITHUB (www.github.com)
40 million users (starting at $7/month)
52 million monthly visitors
49 million projects
45 % of Fortune 100 who are Github
Enterprise customers

96. QUORA
200M visitors per month
190M users
400,000 topics

97. The end of the
Rainbow :)

98. info@globaltraction.org

99. info@globaltraction.org