Puc class5 discovery

With the Support of:

www.realstarters.com

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ICS 2014How to Build a Startup

Class 5

A Descubrir y Validar Nuestro ProductoCustomer Discovery

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INDEXPARTE 1• Dónde estamos?• Discovery• Preparación Entrevista

del Problema• Entrevista del Problema• Construir MVP v1

(Demo)• Entrevista de la Solución

PARTE 2• Status grupos• Propuesta de valor• Lista de Clientes

(Evangelistas)

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0_DÓNDE ESTAMOSQué hemos visto hasta ahora?

• Distintos caminos en la vida• Emprender el camino arriesgado• Por qué ahora?• Algunos Paradigmas (Dinero, Idea, etc)

Clase 1- Qué es Emprender

• Fallar en nuestra sociedad• La importancia de fallar temprano y seguido• Que es un MVP• Qué es un PIVOT

Clase 2- Miedo a Fallar

• Disruptive technology• Diferencia entre idea y oportunidad• Cómo generar y filtrar ideas• Ejecución & Canvas

Clase 3- Generar y Compartir ideas

• Framework de trabajo• Qué es y qué no es?• 4 pasos ; Discovery & Validation• Entrevistar a clientes

Clase 4- Ejecución, CustDev

• Cómo entrevistar a clientes• Entrevista del problema• MVP 1.0• Entrevista de la solución

Clase 5- Discovery

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1_DiscoveryBuild something that people want (important but not enough)

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INTRO TO DISCOVERYOVERVIEW

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“Build and they will come”

Los problemas son relacionados con el riesgo de desarrollo y distribución, NO ACEPTACIÓN DEL CLIENTE

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“Build and they COULD come”

Los problemas son relacionados con ACEPTACIÓN DEL CLIENTE Y ADOPCIÓN DEL MERCADO

CustDev

PIVOT

Discovery & Validation

• Do you have a problem worth Solving?– Hypothesis statements

• Business Model Canvas (input)

– Customer Interviews

• Preparation• Problem Interview• Solution Interview

• Have you built something customers want?– MVP Experimenting– Product/Market fit testing

Customer DiscoveryProblem / Solution Fit

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Discovery

• Meta: Comprobar que el producto resuelve un problema para un grupo identificado de usuarios

• Darnos cuenta si vale la pena solucionar este problema ($$)

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Discovery TasksA ensuciarse las manos y “salir del edificio”

Cust. Discovery tasks

Source: Ash Maurya, Running Lean, 2010

Task#1 Multiple Canvases(done)

Objective:– Document what is in our mind (hypotheses)– Document customer`s feedback on the

hypotheses we have (pivoting if necessary)– Common language

OBJECTIVE

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B.M. Canvas

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Lean Canvas

Task#2 Interviews Preparation (Done)

Objective:– Get ready to start interviewing real customers– Select first potential customers (in the market

segment you decided to attack)– First approaches to the customer channels– Decouple the problem from the solution and test

the problem before binding yourself to a solution

OBJECTIVE

• B2C: Find at least 10-15 prospects for a 2 weeks interview period (1 week)

• B2B: Find between 5-10 prospects for a 2 weeks interview period (1 week)

• These prospect customers will be used to test your business model canvas hypotheses

• Prioritize where to start (which customer in my segment is more interesting?)

TO-DO

Task#2 Interviews Preparation (Done)

• How to find prospects?1. 1 Degree contacts2. Ask for Intros3. Cold Calling, Emailing, LinkedIn4. Move around the Industry (e.g. Events, trade

shows, Meetups, etc)• Don’t be shy!

TIPS

Task#2 Interviews Preparation (Done)

Objective: – Know which problem is worth solving for the

customer (Talk to customers to understand their worldview before formulating a solution)

– We want to answer:• Customer Segments: Who has the pain? (Early

adopters)• Problem: What are you solving?

OBJECTIVE

Task#3 Problem Interview

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My magic phrase in every customer development interview

is ‘that’s interesting – tell me more'

Cindy Alvarez, Blogger, cindyalvarez.com

We will test top 3 hypothesis on:– Problem– Customer

Segments– Current problem

solutions

TO-DO

Task#3 Problem Interview

• Ask sufficient time (20-30 mins)• Use neutral location / prefer face to face• Do not record the customer• Use a script (flexible)• Document immediately

TIPS

Task#3 Problem Interview

Task#3 Problem InterviewTO-DO

Source: Ash Maurya, Running Lean, 2010

Objective: – Place the first attempt of our product/service’s

value proposition in front of the customer, in order to diminish the uncertainty around each hypothesis under test

– We use the term “demo” loosely to refer to anything that can stand in place for the actual solution

OBJECTIVE

Task #4 MVP v1.0 (Demo)

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Most customers are great at articulating problems, but not

visualizing solutions

RealStarters.com

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EXAMPLE

• Dot-com bubble 1990• First mover->fast (pushed by

investor, Amazon Strategy)• Business Model -> Groceries

delivery to your home within a 30mins window

• Larger dot-com flop in history

• Money spent > sales growth• NOT MVP!

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EXAMPLE

• Hypothesis: customers were willing and ready to buy shoes online

• Experiment: ask to take pictures of inventories in shoe stores and offered to buy them after selling them online

• Experiment designed for one question: is there already sufficient demand for a superior online shopping experience? -> YES

• This is an MVP

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Task #4 MVP v1.0 (Demo)

• Hypothesis: SME’s search for suppliers using search engines and are willing to buy If price is OK

• Experiment: open an Alibaba.com store and promote products + individual websites optimized for search (SEO)

• Experiment designed for one question: is there already sufficient demand for online sourced products from China?-> YES

• This is an MVP

• Make it look real• Internal vs. External

(customer) mockups• Simulate the customer’s

behavior• The mockup needs to be

quick to iterate

TIPS

Task #4 MVP v1.0 (Demo)

• The mockup needs to minimize on waste

• Each problem solved must be present in your MVP

• Use real-looking information (NOT lorem ipsum !!)

• THINK BIG, ACT SMALL!!

TIPS

Task #4 MVP v1.0 (Demo)

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Task #4 MVP v1.0…TOOLS!Web Apps

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Task #4 MVP v1.0…TOOLS!Web Apps

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DEMO Example

Task #5 Solution Interview

Objective: – Take our first product demo (MVP, draft, mockup,

etc) out to the real customer and achieve problem/solution fit.

– Answer the questions:• Solution: How will you solve these problems? • Revenue Streams: What is the Pricing Model?

OBJECTIVE

• Use old prospects + a few new ones

• We will test top 3 hypothesis on:– Solution – Channels– Revenue

Streams

TO-DO

Task #5 Solution Interview

TO-DO

Source: Ash Maurya, Running Lean, 2010

Task #5 Solution Interview

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Criterios de SalidaCuándo avanzamos a Validation?

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EXIT

1. Tenemos claros los problemas TOP del nuestro segmento– Cuánto estarían dispuestos a pagar para resolver estos

problemas?

2. Tenemos un MVP que soluciona estos problemas– Clientes están de acuerdo– Cuánto pagarían por esta solución?

3. Entendemos el día a día del cliente antes y después de nuestro producto

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2_FIRST PROJECT PRESENTATIONPreparation for class #7This is 20% of your grade, remember!

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What you must present

1. Start with your project’s value proposition (pitch)2. Process from your initial idea until now (all pivots

you made)– Follow chronological sequence of changes– Use the canvas to structure your presentation

(remember your pivots are based on each module of the canvas)

3. Show customer’s problem interview results4. Show the MVP v1.0 details

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Constraints & Tips1. 5 minutes, not more (we will have a clock!)2. Max. 10 slides3. Language: Initial pitch in English, rest could be in Spanish4. DEADLINE TO BE UPLOADED TO SLIDESHARE.NET AND

SHARED IN THE BLOG: MONDAY 16TH, 11:59 AM (DELAY WILL CAUSE LOWER GRADE!)

5. More images the better6. Practice your presentation, do not memorize it…You will only

make an awesome presentation by being sure about what you say

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Example

http://www.slideshare.net/sblank/the-startup-owners-manual-sxsw-11954724 (Starting slide 61)

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RESUMIENDO

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Resumiendo

Problem Interview

MVP

Solution Interview

Pivot-> Exit

Discovery

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PEDIDOS SEMANA #61. Realizar la entrevista del Problema a los

clientes seleccionados2. Postear resultados de la búsqueda de

prospectos en el blog3. Actualizar canvas en base a los resultados

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CLASS ACTIVITY

Class feedback