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Hacking CustDev:  The Open-Source Playbook Lean Startup NYC March 1, 2011  <ul><li>Patrick Vlaskovits </li></ul><ul><li>@v...
Intro
 
Why bother? <ul><li>Avoid building things nobody actually wants. </li></ul>
Risk mitigation   in the context of an  early stage tech startup  is  WHY  you should do  Customer Development .  PS  If t...
1)  Question & Test your assumptions. 2)  “Get Out of the Building”. 3)  Iterate. The Three CustDev Meta-Principles
0)  There are NO rules… 1)  Question & Test your assumptions. 2)  “Get Out of the Building”. 3)  Iterate.
0)  There are NO rules… Hacking CustDev = CustDev + MMA
The Classic Smoke Test/MVP from 1975
Sophisticated Variants of the ‘Smoke Test’ Traffic    MVT/Landing Page    Conversion
Learning about your customers is a lot like fishing… <ul><li>Source/Referral/Channel </li></ul><ul><li>Messaging/Positioni...
B2B/Enterprise:  Screenshots + LOI
Outside of Tech Startups Why do you think it takes 6-8 weeks to get your !@$&&^$@! snuggie?
Outside of Tech Startups
Kickstarter
“ Ghetto Testing”
Best Practices:  Concierge/“Manual”-ation
[Your competition] SUCKS! <ul><li>Place online ads that say “[*insert your competition here] sucks” that drive users of a ...
The Magic Wand <ul><li>Ask the subject of your CustDev interview, “If you could wave a magic wand, what would you be able ...
The Magic  Word <ul><li>Ask the subject of your CustDev interview for “advice” and don’t sell. </li></ul>
Price testing without charging
Confuse to Clarify <ul><li>Willfully mis-characterize a interviewee’s opinion to elicit further response in order to keep ...
“ Phone Support” <ul><li>Upon sign-up for your application, ask if the user wants free phone support.  If they affirm, pro...
Now, what you got for me? Original Post on CustDev Hacks here:  http://vlskvts.co/hhqEB7
PDF http://www.CustDev.com   Paperback  (AMAZON)   http://bit.ly/EGCDPaperback   Kindle  (AMAZON)  http://bit.ly/EGCDKindl...
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Hacking Customer Development

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Talk on Customer Development Hacks given to Lean Startup Meetup in New York on March 1st 2011

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Hacking Customer Development

  1. 1. Hacking CustDev: The Open-Source Playbook Lean Startup NYC March 1, 2011 <ul><li>Patrick Vlaskovits </li></ul><ul><li>@vlaskovits </li></ul><ul><li>vlaskovits.com </li></ul>
  2. 2. Intro
  3. 4. Why bother? <ul><li>Avoid building things nobody actually wants. </li></ul>
  4. 5. Risk mitigation in the context of an early stage tech startup is WHY you should do Customer Development . PS If that doesn’t make sense to you, don’t do CustDev/Lean Startups. Seriously. PPS I am not kidding.
  5. 6. 1) Question & Test your assumptions. 2) “Get Out of the Building”. 3) Iterate. The Three CustDev Meta-Principles
  6. 7. 0) There are NO rules… 1) Question & Test your assumptions. 2) “Get Out of the Building”. 3) Iterate.
  7. 8. 0) There are NO rules… Hacking CustDev = CustDev + MMA
  8. 9. The Classic Smoke Test/MVP from 1975
  9. 10. Sophisticated Variants of the ‘Smoke Test’ Traffic  MVT/Landing Page  Conversion
  10. 11. Learning about your customers is a lot like fishing… <ul><li>Source/Referral/Channel </li></ul><ul><li>Messaging/Positioning </li></ul><ul><li>Pricing/CAC </li></ul><ul><li>Conversion Rate </li></ul>
  11. 12. B2B/Enterprise: Screenshots + LOI
  12. 13. Outside of Tech Startups Why do you think it takes 6-8 weeks to get your !@$&&^$@! snuggie?
  13. 14. Outside of Tech Startups
  14. 15. Kickstarter
  15. 16. “ Ghetto Testing”
  16. 17. Best Practices: Concierge/“Manual”-ation
  17. 18. [Your competition] SUCKS! <ul><li>Place online ads that say “[*insert your competition here] sucks” that drive users of a competitive product to a landing page for lead generation for CustDev interviews. </li></ul><ul><li>PRO-TIP: Do UX review on their products. </li></ul><ul><li>Source: In Witness Protection Program </li></ul>
  18. 19. The Magic Wand <ul><li>Ask the subject of your CustDev interview, “If you could wave a magic wand, what would you be able to do?” </li></ul><ul><li>Source: Cindy Alvarez </li></ul><ul><li>http://www.slideshare.net/cindyalvarez/kissinsights-customer-development-tactics </li></ul>
  19. 20. The Magic Word <ul><li>Ask the subject of your CustDev interview for “advice” and don’t sell. </li></ul>
  20. 21. Price testing without charging
  21. 22. Confuse to Clarify <ul><li>Willfully mis-characterize a interviewee’s opinion to elicit further response in order to keep them talking and ensure you understand their position. </li></ul><ul><li>Source: Sachin Agarwal </li></ul>
  22. 23. “ Phone Support” <ul><li>Upon sign-up for your application, ask if the user wants free phone support. If they affirm, prompt them for phone number and name. </li></ul><ul><li>Source: Dan Martell </li></ul>
  23. 24. Now, what you got for me? Original Post on CustDev Hacks here: http://vlskvts.co/hhqEB7
  24. 25. PDF http://www.CustDev.com Paperback (AMAZON) http://bit.ly/EGCDPaperback Kindle (AMAZON) http://bit.ly/EGCDKindle An Intro to Customer Development

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