Hiten Shah the lean-startup-sxsw

Eric Ries
Eric RiesEric Ries
Learn Faster with Customer Development
KISSinsights Case Study



Hiten Shah
The Lean Startup SXSW • March 12th, 2011
Lean Startups are Built to Learn
Hiten Shah the lean-startup-sxsw
Hiten Shah the lean-startup-sxsw
Hiten Shah the lean-startup-sxsw
Customer Development

• It’s all about learning and discovery
• Outlined by Steve Blank in Four Steps to the Epiphany


Customer    STOP
                           Customer     STOP
                                               Customer   STOP
                                                                   Scale   STOP

Discovery                  Validation          Creation          Company




                   Pivot
Original Hypothesis for KISSinsights



“Our hypothesis is that product manager type people have a
 problem doing fast/effective/frequent customer research.”
What we wanted to learn...

•   What are they doing now?
•   What are other tools leaving on the table?
•   Who is involved?
•   How frequent / severe is the pain?
• What else are customers complaining about?
How we learned

•   ~20 phone interviews (15 - 20 minutes each)
•   3 in-person user tests with paper prototypes
•   2 landing pages
•   Hacky MVP on KISSmetrics.com
• 8 “alpha testers”
What we learned!

•   People are not doing customer research.
•   They want private feedback and targeting.
•   It requires developer involvement.
•   It is a constant pain.
What we built.

•   A freemium on-site customer feedback tool
•   That involves an easy one-time install
•   Which provides private customer feedback
•   And easy to understand reporting.
Customer Development Tips
Get out of the building!
Start with a Hypothesis


Our hypothesis is that product manager type
people have a problem doing effective customer research



Our hypothesis is that ________________________________
people have a problem doing _______________________
Talk about their problems, not your solutions.
Find the severe pain
Test your riskiest assumptions first
Thank You!


      @hnshah
hshah@kissmetrics.com
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Hiten Shah the lean-startup-sxsw

  • 1. Learn Faster with Customer Development KISSinsights Case Study Hiten Shah The Lean Startup SXSW • March 12th, 2011
  • 2. Lean Startups are Built to Learn
  • 6. Customer Development • It’s all about learning and discovery • Outlined by Steve Blank in Four Steps to the Epiphany Customer STOP Customer STOP Customer STOP Scale STOP Discovery Validation Creation Company Pivot
  • 7. Original Hypothesis for KISSinsights “Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.”
  • 8. What we wanted to learn... • What are they doing now? • What are other tools leaving on the table? • Who is involved? • How frequent / severe is the pain? • What else are customers complaining about?
  • 9. How we learned • ~20 phone interviews (15 - 20 minutes each) • 3 in-person user tests with paper prototypes • 2 landing pages • Hacky MVP on KISSmetrics.com • 8 “alpha testers”
  • 10. What we learned! • People are not doing customer research. • They want private feedback and targeting. • It requires developer involvement. • It is a constant pain.
  • 11. What we built. • A freemium on-site customer feedback tool • That involves an easy one-time install • Which provides private customer feedback • And easy to understand reporting.
  • 13. Get out of the building!
  • 14. Start with a Hypothesis Our hypothesis is that product manager type people have a problem doing effective customer research Our hypothesis is that ________________________________ people have a problem doing _______________________
  • 15. Talk about their problems, not your solutions.
  • 17. Test your riskiest assumptions first
  • 18. Thank You! @hnshah hshah@kissmetrics.com