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Puc class5 discovery
- 1. Class 5 ICS 2014 Howto Build a Startup A Descubrir y Validar Nuestro Producto Customer Discovery With the Support of: www.realstarters.com 1
- 2. INDEX PARTE 1 PARTE 2 • Dónde estamos? • Status grupos • Discovery • Propuesta de valor • Preparación Entrevista • Lista de Clientes del Problema (Evangelistas) • Entrevista del Problema • Construir MVP v1 (Demo) • Entrevista de la Solución 2
- 3. 0_DÓNDE ESTAMOS Qué hemosvisto hasta ahora? 3
- 4. • Distintos caminosen la vida Clase 1- Qué es • Emprender el camino arriesgado • Por qué ahora? Emprender • Algunos Paradigmas (Dinero, Idea, etc) • Fallar en nuestra sociedad Clase 2- Miedo a • La importancia de fallar temprano y seguido • Que es un MVP Fallar • Qué es un PIVOT • Disruptive technology Clase 3- Generar y • Diferencia entre idea y oportunidad • Cómo generar y filtrar ideas Compartir ideas • Ejecución & Canvas • Framework de trabajo Clase 4- Ejecución, • Qué es y qué no es? • 4 pasos ; Discovery & Validation CustDev • Entrevistar a clientes • Cómo entrevistar a clientes • Entrevista del problema Clase 5- Discovery • MVP 1.0 • Entrevista de la solución
- 5. 1_Discovery Build something thatpeople want (important but not enough) 5
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- 7. “Build and theywill come” Los problemas son relacionados con el riesgo de desarrollo y distribución, NO ACEPTACIÓN DEL CLIENTE 7
- 8. “Build and theyCOULD come” Los problemas son relacionados con ACEPTACIÓN DEL CLIENTE Y ADOPCIÓN DEL MERCADO 8
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- 10. Discovery & Validation • Do you have a problem worth Solving? • Have you built something – Hypothesis statements • Business Model Canvas customers want? (input) – MVP Experimenting – Customer Interviews – Product/Market fit testing • Preparation • Problem Interview • Solution Interview
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- 12. Discovery • Meta: Comprobarque el producto resuelve un problema para un grupo identificado de usuarios • Darnos cuenta si vale la pena solucionar este problema ($$) 12
- 13. Discovery Tasks A ensuciarselas manos y “salir del edificio” 13
- 14. Cust. Discovery tasks Source:Ash Maurya, Running Lean, 2010
- 15. Task#1 Multiple Canvases (done) Objective: – Document what is in our mind (hypotheses) – Document customer`s feedback on the hypotheses we have (pivoting if necessary) – Common language
- 16. B.M. Canvas 16
- 17. Lean Canvas 17
- 18. Task#2 Interviews Preparation(Done) Objective: – Get ready to start interviewing real customers – Select first potential customers (in the market segment you decided to attack) – First approaches to the customer channels – Decouple the problem from the solution and test the problem before binding yourself to a solution
- 19. Task#2 Interviews Preparation(Done) • B2C: Find at least 10-15 prospects for a 2 weeks interview period (1 week) • B2B: Find between 5-10 prospects for a 2 weeks interview period (1 week) • These prospect customers will be used to test your business model canvas hypotheses • Prioritize where to start (which customer in my segment is more interesting?)
- 20. Task#2 Interviews Preparation(Done) • How to find prospects? 1. 1 Degree contacts 2. Ask for Intros 3. Cold Calling, Emailing, LinkedIn 4. Move around the Industry (e.g. Events, trade shows, Meetups, etc) • Don’t be shy!
- 21. Task#3 Problem Interview Objective: – Know which problem is worth solving for the customer (Talk to customers to understand their worldview before formulating a solution) – We want to answer: • Customer Segments: Who has the pain? (Early adopters) • Problem: What are you solving?
- 22. My magic phrasein every customer development interview is ‘that’s interesting – tell me more' Cindy Alvarez, Blogger, cindyalvarez.com 22
- 23. Task#3 Problem Interview Wewill test top 3 hypothesis on: – Problem – Customer Segments – Current problem solutions
- 24. Task#3 Problem Interview • Ask sufficient time (20-30 mins) • Use neutral location / prefer face to face • Do not record the customer • Use a script (flexible) • Document immediately
- 25. Task#3 Problem Interview Source:Ash Maurya, Running Lean, 2010
- 26. Task #4 MVPv1.0 (Demo) Objective: – Place the first attempt of our product/service’s value proposition in front of the customer, in order to diminish the uncertainty around each hypothesis under test – We use the term “demo” loosely to refer to anything that can stand in place for the actual solution
- 27. Most customers aregreat at articulating problems, but not visualizing solutions RealStarters.com 27
- 28. EXAMPLE • Dot-combubble 1990 • First mover->fast (pushed by investor, Amazon Strategy) • Business Model -> Groceries delivery to your home within a 30mins window • Larger dot-com flop in history • Money spent > sales growth • NOT MVP! 28
- 29. EXAMPLE • Hypothesis:customers were willing and ready to buy shoes online • Experiment: ask to take pictures of inventories in shoe stores and offered to buy them after selling them online • Experiment designed for one question: is there already sufficient demand for a superior online shopping experience? -> YES • This is an MVP 29
- 30. Task #4 MVPv1.0 (Demo) • Hypothesis: SME’s search for suppliers using search engines and are willing to buy If price is OK • Experiment: open an Alibaba.com store and promote products + individual websites optimized for search (SEO) • Experiment designed for one question: is there already sufficient demand for online sourced products from China?-> YES • This is an MVP 30
- 31. Task #4 MVPv1.0 (Demo) • Make it look real • Internal vs. External (customer) mockups • Simulate the customer’s behavior • The mockup needs to be quick to iterate
- 32. Task #4 MVPv1.0 (Demo) • The mockup needs to minimize on waste • Each problem solved must be present in your MVP • Use real-looking information (NOT lorem ipsum !!) • THINK BIG, ACT SMALL!!
- 33. Task #4 MVPv1.0…TOOLS! Web Apps 33
- 34. Task #4 MVPv1.0…TOOLS! Web Apps 34
- 35. DEMO Example 35
- 36. Task #5 SolutionInterview Objective: – Take our first product demo (MVP, draft, mockup, etc) out to the real customer and achieve problem/solution fit. – Answer the questions: • Solution: How will you solve these problems? • Revenue Streams: What is the Pricing Model?
- 37. Task #5 SolutionInterview • Use old prospects + a few new ones • We will test top 3 hypothesis on: – Solution – Channels – Revenue Streams
- 38. Task #5 SolutionInterview Source: Ash Maurya, Running Lean, 2010
- 39. Criterios de Salida Cuándoavanzamos a Validation? 39
- 40. EXIT 1. Tenemos claroslos problemas TOP del nuestro segmento – Cuánto estarían dispuestos a pagar para resolver estos problemas? 2. Tenemos un MVP que soluciona estos problemas – Clientes están de acuerdo – Cuánto pagarían por esta solución? 3. Entendemos el día a día del cliente antes y después de nuestro producto 40
- 41. 2_FIRST PROJECT PRESENTATION Preparation forclass #7 This is 20% of your grade, remember! 41
- 42. What you mustpresent 1. Start with your project’s value proposition (pitch) 2. Process from your initial idea until now (all pivots you made) – Follow chronological sequence of changes – Use the canvas to structure your presentation (remember your pivots are based on each module of the canvas) 3. Show customer’s problem interview results 4. Show the MVP v1.0 details 42
- 43. Constraints & Tips 1.5 minutes, not more (we will have a clock!) 2. Max. 10 slides 3. Language: Initial pitch in English, rest could be in Spanish 4. DEADLINE TO BE UPLOADED TO SLIDESHARE.NET AND SHARED IN THE BLOG: MONDAY 16TH, 11:59 AM (DELAY WILL CAUSE LOWER GRADE!) 5. More images the better 6. Practice your presentation, do not memorize it…You will only make an awesome presentation by being sure about what you say 43
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- 45. RESUMIENDO 45
- 46. Resumiendo Problem MVP Interview Discovery Solution Pivot-> Exit Interview 46
- 47. PEDIDOS SEMANA #6 1.Realizar la entrevista del Problema a los clientes seleccionados 2. Postear resultados de la búsqueda de prospectos en el blog 3. Actualizar canvas en base a los resultados 47
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