Workshop on idea validation by Project: People

How to validate...
#Paris!
Grzegorz Górzyński
October 1st, 2019

Lean Marketing Consultant & Strategist
grzegorz@projectpeople.pl
/grzegorzgorzynski
@grzesiek1993zag
Grzegorz Górzyński | Lead Marketing Consultant & Strategist | grzegorz@projectpeople.pl

Experience
My
Startup
(Eataway)
NGO
(AEGEE)
Corporation
(Capgemini)
SME
(Cluster Cowork)
Strategy Agency
(Project: People)
FB groups
moderator
Event organizer Speaker
Experienced in
sales & marketing
Cooperated with
Facebook Inc.

Agenda
Workshop
Introduction Persona & Problem
validation
Summary
Differentiators, Unique Value
Proposition & Key Selling Points
Short introduction
Agenda
Ground rules
Expectations
Summary
Feedback
What’s that
Methods & Tools
How to do that

our company
About
89% of our 2018 clients are either regular clients or recommended by such.
Our clients come from 10+ Countries all over the world.
During just 3 years we had the pleasure to work with more than 90 clients.

FinTech sector
Our clients from the
Healthcare (Harimata, RaTrust, Doctify, PelviFly)
ITC (T-Mobile, Pragmatic Coders, NetGuru, Cometari)
We have also experience
in a variety of industries, e.g:
DOSH

startups
corporations and
We work with both

Dosh
A ﬁnancial app for teenagers
We built it in partnership with the Polish software house -
CodeHeroes, in November 2017.
‘Fake it until you make it’ - that was the rule behind the project.
In just 3 weeks we came up with the idea of the product, did
research with users, built the simple interface and tested it with
users using a simple marketing campaign.
Just to verify our hypothesis that such a product will ﬁt
teenagers’ needs.
websites:
www.dosh.pl
www.business.dosh.pl
materials:
UX Case Study
Pitch Deck

Right now the product is being veriﬁed by
the market and is being realized by a bank
development team. We're returning to the
process soon (next month) to continue the
product development process.
SaaS product
ING Bank & New banking
We use the Service Design process to facilitate the scoping,
research and design phases in a structured way, starting
exclusively from the business goals.
Our process in short:
Scope with a sponsor
Conduct a discovery phase
Deﬁne MVP
Test MVP
Create wireframes
Establish a product development strategy

exchange platform
EXCC is a cryptocurrency
Since February 2018 we’ve been working with the
ExchangeCoin (EXCC) team on the crypto exchange platform
that serves semi-professional traders with complementary
services through:
a centralised exchange - Xult
an exchanger - Xchange.me
a decentralised exchange - EXCC-DEX
During this cooperation we deﬁned together
a business and marketing strategy, went through deep UX
research and business analysis, designed 2 of the 3 products,
and coordinated marketing activities.

Process
Typical startup
Idea
Features, design & coding
MVP
Trying to sell it

Process
A bit more advanced startup
Proto persona
Hypothesis about problems
Hypothesis about solutions
Concept of the product / MVP
Hypothesis about
Unique Value Proposition

Research
Lean
Proto persona
Hypothesis about problems
Hypothesis about solutions
Problems validation
Persona validation
Solutions validation
Hypothesis about
Unique Value Proposition
Unique Value Propositions
validation

In-depth interviews
Proto Persona Validation

Proto Persona Validation

What would you ask
to validate this proto persona?
In depth interview

Delete all questions where
answers could be yes/no
In depth interview

Delete all questions that
suggest anything
In depth interview

Delete all questions that
are longer than 8 words
In depth interview

Delete all questions where
answers can be declarative
In depth interview

Questions
In depth interview
Do not suggest anything
Done by
objective person
Clear & simple
Open (aren’t closed)
Exclude declarative answers
Without a structure,
Semi-Structured or
Structured

Mistakes
Common
Product shown
in the very beginning
Too positive
interpretation
of the results
Selling product
during a research
Research done with
a wrong persona
Suggestive questions Questions that are not
connected with hypothesis

Practices
Good
Adjust a communication
channel
80% of listening
Ask 4-5 questions
Record the interviews
Iterate Opening question

Let’s design
the in-depth interview
Your Proto Persona Validation

Experiments
Problem Validation

Problem Validation

How can understand those
problems better?
Experiments & Tests

Validation methods
Other
Focus group Face-to-face meeting
Pre-sale
Online survey
A/B tests “Fake” sale & lead magnet

Experiments
Tests &

Beata Mosór-Szyszka | Strateg | +48 601 429 139 | beata@projectpeople.pl

Lean Marketing Consultant & Strategist
grzegorz@projectpeople.pl
/grzegorzgorzynski
@grzesiek1993zag
Contact us
Feel free to

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