64
2 stages of learning Discovery Validation www.foundercentric.com

Practical Customer Development - Lean Startup Groningen

  • View
    1.076

  • Download
    0

Embed Size (px)

DESCRIPTION

A 30 minute introduction to Customer Development, covering 3 ways to mess it up, and 4 quick tools to get you building your interview skills, and finding strong commercial signals from your customers in a conversational way. Sal gave this talk at the first Lean Startup Groningen meetup.

Citation preview

Page 1: Practical Customer Development - Lean Startup Groningen

2 stages of learning

Discovery Validation

www.foundercentric.com

Page 2: Practical Customer Development - Lean Startup Groningen

2 stages of learning

Ask Sell

www.foundercentric.com

Page 3: Practical Customer Development - Lean Startup Groningen

2 stages of learning

Observe Experiment

www.foundercentric.com

Page 4: Practical Customer Development - Lean Startup Groningen

2 stages of learning

Learn Confirm

www.foundercentric.com

Page 5: Practical Customer Development - Lean Startup Groningen

A customer wakes up, turns on their computer, logs in to their email using a new program they use and love.

Their free trial is over. The program asks them to pay. They say no.

Why?

One day...

www.foundercentric.com

Page 8: Practical Customer Development - Lean Startup Groningen

3 ways to horribly screw up Customer Development

www.foundercentric.com

Page 9: Practical Customer Development - Lean Startup Groningen

3 ways to horribly screw up Customer Development

1. Use a script or survey

www.foundercentric.com

Page 10: Practical Customer Development - Lean Startup Groningen

Customer Development is a founder skill.

www.foundercentric.com

Page 11: Practical Customer Development - Lean Startup Groningen

You don’t need meetings.You just need contact.

www.foundercentric.com

Page 12: Practical Customer Development - Lean Startup Groningen

Always know your big 3 questions.

www.foundercentric.com

Page 13: Practical Customer Development - Lean Startup Groningen

LeancampWhat awareness channels can we partner with?What do people learn at Leancamp that they apply?What do famous thought-leaders get out of conferences?

www.foundercentric.com

Page 14: Practical Customer Development - Lean Startup Groningen

Person Job Problem Measure Solution Excited Guilty Upset

Important signals

www.foundercentric.com

Page 15: Practical Customer Development - Lean Startup Groningen

How’s it going with .... ?

Interesting. Tell me more about that.

Hi.

www.foundercentric.com

Page 16: Practical Customer Development - Lean Startup Groningen

3 ways to horribly screw up Customer Development

1. Use a script or survey2. Talk about your idea

www.foundercentric.com

Page 17: Practical Customer Development - Lean Startup Groningen

Your customersare full of shit!

www.foundercentric.com

Page 18: Practical Customer Development - Lean Startup Groningen

Anyone will tell you that your idea is great if you annoy them long enough.

www.foundercentric.com

Page 19: Practical Customer Development - Lean Startup Groningen

Dear Mom,

Don’t you think I’m great?

Love,Your son

www.foundercentric.com

Page 20: Practical Customer Development - Lean Startup Groningen

Actually, not just your mom lies.People want to be helpful, so they tell you what they think you want to hear.

www.foundercentric.com

Page 21: Practical Customer Development - Lean Startup Groningen

Future-tense opinions are lies

You gain nothing by convincing them

Talk about their life, not your idea

Ask about specifics in the past

The Mom Test

www.foundercentric.com

Page 22: Practical Customer Development - Lean Startup Groningen

Good or bad questions?

www.foundercentric.com

Page 23: Practical Customer Development - Lean Startup Groningen

Do you think it’s a good idea?

www.foundercentric.com

Page 24: Practical Customer Development - Lean Startup Groningen

Do you think it’s a good idea?

www.foundercentric.com

Page 25: Practical Customer Development - Lean Startup Groningen

Would you buy a product which solved this problem?

www.foundercentric.com

Page 26: Practical Customer Development - Lean Startup Groningen

Would you buy a product which solved this problem?

www.foundercentric.com

Page 27: Practical Customer Development - Lean Startup Groningen

How do you currently deal with this problem?

www.foundercentric.com

Page 28: Practical Customer Development - Lean Startup Groningen

How do you currently deal with this problem?

www.foundercentric.com

Page 29: Practical Customer Development - Lean Startup Groningen

When does this problem pop up?

www.foundercentric.com

Page 30: Practical Customer Development - Lean Startup Groningen

When does this problem pop up?

www.foundercentric.com

Page 31: Practical Customer Development - Lean Startup Groningen

What makes this time-consuming or go off-track?

www.foundercentric.com

Page 32: Practical Customer Development - Lean Startup Groningen

What makes this time-consuming or go off-track?

www.foundercentric.com

Page 33: Practical Customer Development - Lean Startup Groningen

Has this ever been more time-consuming than normal or gone off-track?

www.foundercentric.com

Page 34: Practical Customer Development - Lean Startup Groningen

Their words - not yours!One phrase per card.Pair. One interviewer, one notetaker.

Recording the right stuff.

www.foundercentric.com

Page 35: Practical Customer Development - Lean Startup Groningen

Please show me how you...

www.foundercentric.com

Page 36: Practical Customer Development - Lean Startup Groningen

Please show me how you...

www.foundercentric.com

Page 37: Practical Customer Development - Lean Startup Groningen

Please tell me how... I’m trying to learn how you...

www.foundercentric.com

Page 38: Practical Customer Development - Lean Startup Groningen

Please tell me how... I’m trying to learn how you...

www.foundercentric.com

Page 39: Practical Customer Development - Lean Startup Groningen

Talk me through the last time you had this problem.

www.foundercentric.com

Page 40: Practical Customer Development - Lean Startup Groningen

Talk me through the last time you had this problem.

www.foundercentric.com

Page 41: Practical Customer Development - Lean Startup Groningen

What did you try to do about it?

www.foundercentric.com

Page 42: Practical Customer Development - Lean Startup Groningen

What did you try to do about it?

www.foundercentric.com

Page 43: Practical Customer Development - Lean Startup Groningen

Person Job Problem Measure Solution Excited Guilty Upset

Important signals

www.foundercentric.com

Page 44: Practical Customer Development - Lean Startup Groningen

Please help me understand...

www.foundercentric.com

Page 45: Practical Customer Development - Lean Startup Groningen

Please help me understand...

www.foundercentric.com

Page 46: Practical Customer Development - Lean Startup Groningen

How much would you pay for this?

www.foundercentric.com

Page 47: Practical Customer Development - Lean Startup Groningen

How much would you pay for this?

www.foundercentric.com

Page 48: Practical Customer Development - Lean Startup Groningen

Can I ask why?

www.foundercentric.com

Page 49: Practical Customer Development - Lean Startup Groningen

Can I ask why?

www.foundercentric.com

Page 50: Practical Customer Development - Lean Startup Groningen

How much money does this problem cost you?

www.foundercentric.com

Page 51: Practical Customer Development - Lean Startup Groningen

How much money does this problem cost you?

www.foundercentric.com

Page 52: Practical Customer Development - Lean Startup Groningen

How much should we charge?

www.foundercentric.com

Page 53: Practical Customer Development - Lean Startup Groningen

How much should we charge?

www.foundercentric.com

Page 54: Practical Customer Development - Lean Startup Groningen

What’s your budget?

www.foundercentric.com

Page 55: Practical Customer Development - Lean Startup Groningen

What’s your budget?

www.foundercentric.com

Page 56: Practical Customer Development - Lean Startup Groningen

How soon can you start?

www.foundercentric.com

Page 57: Practical Customer Development - Lean Startup Groningen

How soon can you start?

www.foundercentric.com

Page 58: Practical Customer Development - Lean Startup Groningen

3 ways to horribly screw up Customer Development

1. Use a script or survey2. Talk about your idea3. Sell

www.foundercentric.com

Page 59: Practical Customer Development - Lean Startup Groningen

2 stages of learning

Learn Confirm

www.foundercentric.com

Page 60: Practical Customer Development - Lean Startup Groningen

Be an apprentice.Not a salesperson.

www.foundercentric.com

Page 61: Practical Customer Development - Lean Startup Groningen

Real stories.Has there ever been a time ... ?Tell me about the last time ... ?What was great/bad about that?Why did you do that?What happened next?

www.foundercentric.com

Page 62: Practical Customer Development - Lean Startup Groningen

Deflect & apologise!www.foundercentric.com

Page 63: Practical Customer Development - Lean Startup Groningen

Mom Test your questions to get real facts.Be ready with softball, anchor & deflection questions.Know the signal types you’ll spot & explore.Record your customers’ phrases.

4 ways to rock CustDev

www.foundercentric.com

Page 64: Practical Customer Development - Lean Startup Groningen

leanca.mp/rotterdam€49 until tomorrow. March 28th. Go & learn!

Salim Virani @SaintSal [email protected]