Startups don't win because of a great vision, but because of a superior strategy. If you want to have the superior strategy, you must simply have a better customer insight. Customer discovery principles can help you to get real insights about your customers.
The first rule is to fall in love with a problem, not your solution or business idea. You must have a clear picture what your product is hired to do. With customer interviews and different types of tests your job is to prove value hypothesis (that people are prepared to pay for your solution).
You can write down all your hypotheses on business model canvas, running lean canvas or even in a spreadsheet. Then you have to constantly sketch out alternative business models by asking yourself difficult questions and testing different assumptions.
Steps to customer discovery include developing a vision, setting the hypotheses, getting out of the building and performing a reality checks. The best way to start the customer discovery process is with the riskiest assumptions.
Important tools that can help you with customer discovery are also segmentation, personas, empathy map and value proposition canvas. After exploiting all the tools you should have a clear picture what are your customer's pains and gains and what are they willing to pay for.
When you are doing the customer discovery interviews to get the market insights you have to avoid doing any behavior predictions or being satisfied with compliments, opinions or stalling. What are you looking for is a real commitment from early-evangelists.
Remember, wrong assumptions are mother of all fu*ck-ups, and with customer discovery you can make sure you are not building your business based on the wrong assumptions.
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
From a talk given at SaaStock 2017 in Dublin, this slide deck covers the three stages of a startup, the most important question founders should be asking to ensure survival/success, and how to build and scale a sales funnel.
Jerry Chen, partner at Greylock and former VP of Cloud and Application Services at VMware, shares his Unit of Value framework for startups building a go-to-market strategy. He developed this strategy while managing product and marketing teams at VMware that shipped many “1.0” releases, including VMware VDI, Cloud Foundry, and vFabric, and continues to use the framework to evaluate companies as an investor.
This is a short course on all of the major pieces of the Growth Hacking process (Attracting traffic, activating them, retaining them, and optimizing for conversion). The materials have been accumulated from well-known growth hackers like Andrew Chen and Sean Ellis.
How Startups Can Build a Recruiting MachineDavid Skok
Something important has changed in the recruiting process: the best people are almost never on the market, and you have to develop recruiting processes to find and sell passive candidates. In many cases, it will take months or years of relationship building with these candidates to find the right moment when they are open to considering a change. Closing them takes greater selling efforts than in the past due to the intense competition over the good candidates. This leads me to believe that there is now a third crucial startup skill that needs to be developed: recruiting.
The SaaS Founder’s Journey: What Matters at Each StageDavid Skok
From a talk given at SaaStock 2017 in Dublin, this slide deck covers the three stages of a startup, the most important question founders should be asking to ensure survival/success, and how to build and scale a sales funnel.
Jerry Chen, partner at Greylock and former VP of Cloud and Application Services at VMware, shares his Unit of Value framework for startups building a go-to-market strategy. He developed this strategy while managing product and marketing teams at VMware that shipped many “1.0” releases, including VMware VDI, Cloud Foundry, and vFabric, and continues to use the framework to evaluate companies as an investor.
This is a short course on all of the major pieces of the Growth Hacking process (Attracting traffic, activating them, retaining them, and optimizing for conversion). The materials have been accumulated from well-known growth hackers like Andrew Chen and Sean Ellis.
How Startups Can Build a Recruiting MachineDavid Skok
Something important has changed in the recruiting process: the best people are almost never on the market, and you have to develop recruiting processes to find and sell passive candidates. In many cases, it will take months or years of relationship building with these candidates to find the right moment when they are open to considering a change. Closing them takes greater selling efforts than in the past due to the intense competition over the good candidates. This leads me to believe that there is now a third crucial startup skill that needs to be developed: recruiting.
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
Epoca presented at Service Design Drinks Milan #3 how to use the customer journey map tool in b2b projects, showcasing a case-study they have been working on in the last years.
Innovation accounting and key metrics for startupsBlaz Kos
The traditional accounting in start-ups is usually incredibly simple - revenues, margins, free cash flow and other traditional accounting metrics are zero or very close to zero.
It is also impossible to do financial forecasts for start-ups (P&L, balance sheet,...) since accurate forecasting requires a long and stable operating history. Therefore a start-up must focus on the key metrics that show real progress in the search mode before becoming a stable business and use innovation accounting instead of traditional accounting as a framework for measuring performance.
The presentation covers the basics of being a data-driven organization, the difference between vanity, actionable and other types of metrics, why you should focus on one metrics that matter in different stages of a start-up, what are the common pitfalls when analyzing the data and how to use AARRR as the best framework for analytics, especially for web start-ups.
Lean Software Startup: Customer Development (lecture)Joni Salminen
Lecture at the University of Turku
Topic: Customer development - an introduction
20th January, 2016
Customer development is a form of market research for startups.
What is Product/Market Fit? Why is it the Holy Grail of entrepreneurship?
Let me help you answer and understand the fundamental question for every early stage entrepreneur: Are you building a product/service people really want? Watch the video and learn everything about Product/Market Fit.
Twitter: https://twitter.com/m_vukas
Blog: http://www.milanvukas.com/blog/
In my talk at the 2017 LAUNCH SCALE conference in San Francisco, I discuss how to get inside your buyer's head to increase funnel conversion rates. In the talk, I cover:
- How to design and build a buyer-centric sales funnel that has low CAC and fast sales cycles.
- How to figure out why your sales funnel isn't working as well as it could be, and how to fix it.
- How to understand the way buyers react to your funnel, and how to use that knowledge to increase funnel conversion rates.
The presentation is about minimum viable product, what is it, why is it important and how to build it. In the presentation you can find many ideas that will help you with the build, measure and learn loop.
The second part of the presentation is about pivoting. Pivots are fundamental changes in business strategy and very important part of avoiding the big failure without learning or even worse becoming a zombie company.
The Lean Startup Basics and Intro for BeginnersBlaz Kos
The presentation focuses on providing an overview, fundamentals and history of the concept of the lean startup companies.
The presentation very clearly shows why business plans are not that much important anymore, what is waste in business and how to reduce it and why every start-up must be a learning organization.
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
Epoca presented at Service Design Drinks Milan #3 how to use the customer journey map tool in b2b projects, showcasing a case-study they have been working on in the last years.
Innovation accounting and key metrics for startupsBlaz Kos
The traditional accounting in start-ups is usually incredibly simple - revenues, margins, free cash flow and other traditional accounting metrics are zero or very close to zero.
It is also impossible to do financial forecasts for start-ups (P&L, balance sheet,...) since accurate forecasting requires a long and stable operating history. Therefore a start-up must focus on the key metrics that show real progress in the search mode before becoming a stable business and use innovation accounting instead of traditional accounting as a framework for measuring performance.
The presentation covers the basics of being a data-driven organization, the difference between vanity, actionable and other types of metrics, why you should focus on one metrics that matter in different stages of a start-up, what are the common pitfalls when analyzing the data and how to use AARRR as the best framework for analytics, especially for web start-ups.
Lean Software Startup: Customer Development (lecture)Joni Salminen
Lecture at the University of Turku
Topic: Customer development - an introduction
20th January, 2016
Customer development is a form of market research for startups.
What is Product/Market Fit? Why is it the Holy Grail of entrepreneurship?
Let me help you answer and understand the fundamental question for every early stage entrepreneur: Are you building a product/service people really want? Watch the video and learn everything about Product/Market Fit.
Twitter: https://twitter.com/m_vukas
Blog: http://www.milanvukas.com/blog/
In my talk at the 2017 LAUNCH SCALE conference in San Francisco, I discuss how to get inside your buyer's head to increase funnel conversion rates. In the talk, I cover:
- How to design and build a buyer-centric sales funnel that has low CAC and fast sales cycles.
- How to figure out why your sales funnel isn't working as well as it could be, and how to fix it.
- How to understand the way buyers react to your funnel, and how to use that knowledge to increase funnel conversion rates.
The presentation is about minimum viable product, what is it, why is it important and how to build it. In the presentation you can find many ideas that will help you with the build, measure and learn loop.
The second part of the presentation is about pivoting. Pivots are fundamental changes in business strategy and very important part of avoiding the big failure without learning or even worse becoming a zombie company.
The Lean Startup Basics and Intro for BeginnersBlaz Kos
The presentation focuses on providing an overview, fundamentals and history of the concept of the lean startup companies.
The presentation very clearly shows why business plans are not that much important anymore, what is waste in business and how to reduce it and why every start-up must be a learning organization.
The presentation is about business planning and how to write a business plan. For most of the start-ups agile and lean approach is much better than business plan, but for some traditional industries and more mature companies a business plan is still a tool to use.
In the presentation you will find all the relevant information why to write a business plan and how to do it. You will get the necessary knowledge how to write a business plan based on the following structure:
1. Company purpose
2. Market analysis
3. Marketing plan
4. Intellectual property
5. Production plan
6. Risk mitigation
7. Team
8. Timeline
9. Financial plan
10. Appendixes
Getting to Product Market Fit - An Overview of Customer Discovery & ValidationJason Evanish
An overview of the first two stages of Steve Blank's Four Steps to the Epiphany: Customer Discovery and Customer Validation. Includes in depth advice on the customer development interview as well.
I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9
Different types of startups, markets and whysBlaz Kos
This presentation is about various types of startup companies, markets and core competencies.
In the presentation you will learn why market trends are important, why markets always win, how to calculate market size and why you have to start with the strong why.
You will also learn the fundamental difference between established companies and startups. Startups are designed to search and established companies to execute.
An introductory overview of three individual presentations:
* Marketing Systemization - Creating Your Marketing Machine
* Applied Business Innovation to propel sales in a competitive market
* Most Powerful Cutting-Edge Marketing Strategies
* Maximizing Your Marketing ROI
Are you thinking of starting your own business? Do you have an idea that you want to turn into a reality? Do you want to be your own boss?
If so, then the Business Start Up Boot Camp is for you! It will cover the initial building blocks of setting up a successful business and will provide support, advice, resources, guidance and mentoring to help you create a commercially viable venture.
The Value of Developing Relationships in SellingJames Muir
Presentation given in 2012 to the NextGen Healthcare national sales force. On the value of developing relationships and genuinely providing value for clients.
Use these 5 principles to supercharge your marketing efforts. They work equally well for online and offiline and for marketing activities including building websites, google ads and facebook ads as well as brochures, direct mail and face to face selling.
These 5 principles can form the basis of a conversion optimisation process as well as the beginning of a path to put your business on the road to strategic growth.
Nezar Kadhem and Tomas Paulauskas prepared this PPT document to help Startup Weekend Bahrain participants on how to present a final pitch. Scroll through this presentation to learn how to convince a judging panel of venture capitalists, angel investors, and business professionals to pick your idea as the potential business success story. Participants can use this framework to present their validation, execution, and an easy to understand business model.
Designing a Business Model - Business Model Canvas Class 5 2024Alok Nikhil Jha
he BMC provides a holistic view of your business model, fostering strategic clarity and alignment.. It is key driver of the business. It is how you create and deliver value to your customers, make money, and operate it sustainably.
It has 9 key pointers to work on and could also be considered as a starting point of a venture
The lecture slides talks about the importance of analysing the worth of problems before we on to solve them. And how to identify the problems worth solving.
Founders Institute - Mentor Presentation on Research, Customer Development an...Humphrey Laubscher
This presentation give an overview of the history of Lean Startup including Steven Blank with Customer Discovery, Eric Ries with Lean Startup and Ash Maurya with Lean Canvas. I then give some example for finding early adopters and how to measure and track customer interviews.
These are the slides used in the 150 Startups kick-off workshop held at Bow Valley College May 12th to 14th that was facilitated by Evan Hu & Craig Elias
Customer Discovery: Validating New Product OpportunitiesProductPlan
Product teams and startups can use customer discovery to validate new product opportunities. This presentation was conducted by Jim Semick from www.productdiscovery.com at University of California Santa Barbara at the Bren School in the New Venture Opportunity Analysis course (ESM 256B, Winter 2013).
Like this? Want to see more? Visit www.productdiscovery.com
The only time management guide you will ever needBlaz Kos
The most valuable asset you have in your life is time. If you had infinite time on this planet, you could achieve every single thing you wanted. The time limitation is the biggest burden of our lives. Therefore the first rule of success is to manage time wisely.
In 77 slides you will get to know all the best time management techniques. You will learn how to manage distraction, organize yourself, deal with procrastination and how to organize your to-do lists.
The presentation has six parts:
1. The biggest time wasters
2. Procrastination
3. Eliminating distractions from your life
4. Organizing yourself
5. Productivity tricks
6. Agile and lean time management ideas
Enjoy it!
Initiative Startup Slovenia Brochure with all our programs and activities for supporting startups in Slovenia - from funding, mentoring to infrastructure and help with international connections.
The presentation covers the main reasons why and how to become a business angel.
It starts with who business angles are and why startups are such an interesting investment opportunities and continues with topics like mitigating risks, setting the investment strategy and investing criteria and so on.
The presentation ends with describing benefits of deal syndication and joining a business angel network.
The presentation is about basics how to build a winning start-up team. In the presentation you will find that people follow people (leaders) and ideas that emotionally excite them. If you have both is the far best combination.
But even more important fact is that many winning teams had worked together on a few projects where they had become synchronized before they founded their own startup and succeeded. Nevertheless you will find a few hints how to build your winning team from the scratch.
The presentation ends with a few thought about leadership.
The presentation is about creating a pitch deck for investors, following the 10/20/30 rule.
It shows how you should cover in only 10 slides the most important elements of your start-up strategy:
- Problem and the opportunity
- Solution, customers and vision
- Business and revenue model
- Technology and intellectual property
- Marketing and sales
- Competition
- Team
- Financial projections / Key Metrics
- Status and timeline
- Summary and business proposal
The presentation is about valuation of a start-up and usual deal structure - term sheet.
In the presentation you can find an overview why traditional valuation methods don't work (DCF, P/E multiple,...) and what are the real life approaches. You can also find more about types of the investments and potential exits.
The second part of the presentation is dedicated to the term-sheet and most frequent terms in an equity investment, especially in Central and Eastern Europe. In the presentation are listed the most frequent provision you can stumble upon, but no term sheet includes all of them.
In the presentation you can learn about many different clauses that influence economics and control in a venture capital deal. Nevertheless you should read more on the web (Term Sheet Hacks...) and the books like Venture Deal to have a clear picture if you have a good deal on the table or not for your startup.
The presentation is about the changes that took us into the post-information age and why are entrepreneurs so important part of the creative society.
In the presentation you will get familiar with the basics who are successful individuals in the creative society, who are entrepreneurs and what are elements of success for the startup companies.
The presentation also describes the biggest mistakes people make when starting a new business and how can good business ideas be categorized based on their core competence.
Everything you need to know about an investment and fundraising for start-ups. The presentation covers all different sources of financing for high growth companies:
- Bootstrapping and the four Fs
- Angel investors
- Startup accelerators
- Venture capital funds
- Investment documentation
- Alternative funding sources (crowdfunding, etc.)
- Grants and incentives
In the presentation you will also find some basics how to prepare your investment documentation and how to pitch to venture capital investors.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
2. BLAZ KOS
• 10+ years working with start-ups
• Management of university incubator, technology park and business angel network
• Management of two start-up accelerators and co-working space
• PODIM Conference – one of the biggest conferences in Alps-Adriatic region
• 600+ lectures in CEE
• Mentored over 300 start-ups
• Two handbooks about startups, 1500+ pages on two blogs
I am on a life mission to make the world a more innovative, organized and transparent place to be by
helping individuals, organizations and communities achieve their peak potential and an entirely new level of
performance.
4. Start-ups don‘t win because of great vision,
but because of superior strategy.
If you want to have superior strategy, you must
have better customer insight.
7. Follow your passion‘ is easily the worst advice you
could ever give or get.
The vision in not as important as the drive to achieve
it.
It‘s not the vision that makes the visionary; it‘s the
driving force to make change happen.
Don‘t follow your passions; follow your effort
(determined attempt). It will lead you to your passions
and to success.
9. Don’t start business ”doing what you love” or ”doing
what you know”. You will operate in industry where the
service is commoditized.
Therefore you will fight over every customer while you
will earn fewer and fewer dollars.
•Don‘t do what you love
•Solve people‘s problems
•Sell dreams
10. Fall in love with a
PROBLEM, not
SOLUTION
(IDEA)
13. • Just because you have the problem doesn‘t mean
there truly is an addressable market.
• You may be biased toward a solution that the market
majority doesn‘t want.
• Your product is only as good as the problem it‘s
solving and its suitability to the segment.
Yet another cold reality
Source: Lean Entrepreneur
14. YOUR VALUES
• Describe what you hope your business to be
• Size
• Financial Potential
• Number of Employees
• Company Financing
• Company Culture (should reinforce the values)
• etc.
• Set fundamental values of your business
• Also determine your business vision
25. STEPS TO CUSTOMER DISCOVERY
• DEVELOP A VISION / CUSTOMER HYPOTHESIS
• Document hypothesis: Guess (customer-problem-solution)
• Business model hypothesis
• GET OUT OF THE BUILDING
• Find prospects to talk to (50+)
• Reach out to prospects
• Engage prospects
• REALITY CHECK
• Compile-measure-test
• Problem-solution fit / MVP
• Compile-Measure-Test II
Source: Steve Blank, The Startup Manual
26. Core and Riskiest Assumptions
CUSTOMER/PROBLEM
• Customer Segmentation
• Customer Problem
• A day in life of Customer
• Customer Influence Map
• ROI for Customer
• Minimum Feature Set
PRODUCT/SOLUTION
• Product Features
• Product Benefits
• Intellectual Property
• Dependency Analysis
• Product Delivery Schedule
• Total Cost of Ownership
VALUE HYPOTHESIS
Source: Steve Blank, The Startup Manual
28. STEPS TO CUSTOMER INSIGHT
1. Hypothesis
2. Segmentation
3. Empathy Map
4. Value Proposition Canvas
5. Personas
6. Get Out of The Building
7. Experiments
30. Segment Clues
• Different level of pain or passion
• Seek to solve problem differently
• Require different marketing
• Require different distribution
• Require different sales
• Not necessarily demographic-based
• Not „verticals“
Source: Lean Entrepreneur
31.
32.
33. Customer Clues
• Who are they? -> Personas
• Day in a Life of your Customer
• Customer or buyer
• Decision process chain
• User
• Influencer
• Recommender
• Decision maker
• Economic Buyer
• Sabotager
40. CUSTOMER PAINS
• What do customers find too costly?
• Money, Time, Effort
• What are the customer difficulties?
• What are the customer challenges?
• What is keeping them wake at night?
• Big issues, concerns, worries
• How are current solutions underperforming?
• What barriers are keeping customers from adopting?
• Upfront investment costs
• Learning curve
• Resistance to change
• What makes your customers feel bad?
• Frustrations, annoyances, …
• What risks do customers fear?
• Financial, social, technical, …
41. CUSTOMER GAINS
• Savings
• Expectations
• Current solution delights
• How to make customers life easier?
• Positive social consequences
• What are they looking for?
• What do they dream about?
• How to increase likelihood of adoption?
47. Pre-purchase
Trial subscription
Introduction to decision-maker
Referrals
Clear next meeting
COMMITMENT
LOOK FOR
48. GET OUT OF THE BUILDING IDEAS
• Interview potential
customers
• Set up a booth
• Do a public demo
• Put your office where your
customers are
• Throw a party
• Talk to experts in the field
• Find the decision maker
• Listen to what customers
are demanding
• Ask for introduction
• Pre-order
• Landing pages
• Ask for the introduction
BE WHERE YOUR CUSTOMERS ARE
49. GOAL OF CUSTOMER INTERVIEWS
IS TO FIND AN ANSWER TO THE FOLLOWING
QUESTIONS
• Who your customers are
• The specific problem your potential customers have
• Why this is a problem for them
• How painful this problem is for them
• What happens when the problem is not solved
• How they are currently solving this problem, and what else
they’ve tried
• How much this problem, when solved, is worth to them
• How they find out about solutions to this problem
• The words your customers to describe this problem
50. Stakeholders
Potential people to talk to
• Customers
• Partners
• Industry experts
• Friends
• Investors
• Founders
• Lawyers
• Recruiters
• Trade magazines
• Business reference books
• Accountants
• …
Sent e-mail
Phone call
Meeting and presentation
Follow up call
Second meeting
TYPE OF COMMITMENT?
51. INTERVIEW – DO
Take notes
Be kind and smile
Ask questions
Understand their story
Listen
INTERVIEW – DON‘T
Sell (OBSERVE REACTIONS)
Talk too much about your product
Ask leading questions
Suggest answers
Interview your mother
Talk much
52. • “Have you ever….”
“And then what happened…”
“Why (or how) did you do that…”
“Can you say more about that…”
• Tell me about the last time you…
• Tell me about an experience you‘ve had with…
• How did you feel when … happened?
• What were you feeling at that moment?
• Really, can you tell me why that matters?
DON‘T ASK FOR OPINIONS!!!
Look for examples from real life.
53. Interview Structure 1/3
WHO YOU ARE
• What is your name and role at your company?
• How do you fit into your company’s department structure?
Overall in the company?
• What is your budget like? Who has to approve your purchases?
• How do you discover new products for work? Do you need any
approval to try them?
• Have you tried anything new recently?
• What is a typical day like on your job?
• How much time do you spend doing [task X]?
Source: Jason Vanish Blog
54. Interview Structure 2/3
WHAT ARE YOUR GRAITEST PAINS
• What are your top 3 challenges you face in your job?
• What are your top 3 challenges you face in your job related
to [industry X]? (Industry X being the one your startup is in)
• If you could wave a magic wand and instantly have a
solution to any of those problems…what would the solution
be?
• Dig deeper into their typical day on anything that sounds
painful or expensive. How have you dealt with or solved
[Problem X]?
Source: Jason Vanish Blog
55. Interview Structure 3/3
SOLUTION – RESPONSE/BEHAVIOUR NOT OPINIONS!
• Walk them through the problems you believe your solution
solves. Do they agree?
• Does [your solution] solve any of their problems?
• Would you be willing to pay for our solution? How much? (Don’t
be afraid to probe for the pricing you know you want…”Would [X]
be reasonable?”)
• If they’re willing to pay your price and like the idea then…”Would
you be willing to start right away?”
Source: Jason Vanish Blog
56. If you didn’t take any notes, you
weren’t doing customer
development.
“Yes,” means no. “Where can I buy
that?” means maybe. “Here’s $20
dollars,” means yes.
57. EARLY-EVANGELSITS
•You know they have a problem
•They know they have a problem
•Actively looking for a solution
•Put together a solution out of piece parts
•Budget
58.
59.
60.
61. (sources and references) Learn More
Steve Blank
@sgblank
http://steveblank.com/
Eric Ries
@EricRies
http://startuplessonslearned.com/
Ash Maurya
@ashmaurya
http://ashmaurya.com/
Dave McClure
@davemcclure
http://davemcclure.com/
Alex Osterwalder
@AlexOsterwalder
http://alexosterwalder.com
Brad Feld
@bfeld
http://feld.com/