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Part of 2013 Q2 Lean Launch Pad Presentations 0a-Introduction.2013.Q2.pptx 1a-Three_Types_Of_Startup.2013.Q2.pptx 1b-Customer Discovery (problem hypothesis).2013.Q2.pptx 2a-Customer Discovery ( canvas and story ).2013.Q2.pptx 2b-Value_Chain (team specific).2013.Q2.pptx 3a-Customer_Validation.2013.Q2.pptx 3b-GKG-CustomerRelationships.2013.Q2.pptx 4a-EndGame.2013.Q2.pptx
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GapingVoid-Business Is Socializing With Purpose
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Customer Discovery – 1bProblem Hypothesis
Iain Verigin
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Customer Discovery Loop“Problem & Product”
The Problem and Your Solution (the product)
Phase 1State Your Hypothesis- Problem- Product ( solution )
Phase 2Test Your “Problem” Hypothesis
Phase 3Test Your “Product” Hypothesis
Phase 4Synthesize, Verify,Prepare to Do it Again.
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Phase 2: Test & Qualify Problem Hypothesis
• Actions– Get out of the building – Test the problem – Become the customer
• Goal– Solve a real problem
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Test & Qualify Problem Hypothesis
• Friendly First Contacts • “Problem” Presentation • Customer Understanding • Market Knowledge• “Service Journey”
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Test & Qualify Problem: First Contacts
• Build a Rolodex – Build List of ~50 prospects– People who will talk to you.
• Develop “Innovators” list– who “gets” new ideas
• Create reference story/sales script– Assume 10% of your list will meet with you – Means lots of calls
• ~ 10 phone calls per day per team member.
• Schedule Customer Visits
More - First Contacts
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• Start Broad: Friends, Family, LinkedIn– Qualifying Questions– Referrals
• Possible Users: Industry Veterans– Market Insights– Problem/Solution Feedback
• Target Users: Early Adopters– Product Market Fit Insight– Customer Acquisition
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Test & Qualify Problem: Create Problem Presentation• In the Meeting :Think: I want to listen.
– How do I get the prospect to talk?– whiteboard, single sheet of paper, … napkin.
(Powerpoint)• I’m not kidding.• Give “them” the pen.
• ! Not a Sales Pitch ! – Test of your understanding of the customers
problem – Problem/Solution – “One Pager” idea (page 204 Fig
5.4)• Problems column 1 • Today’s solution column 2 • Your solution column 3
– Capture other missing data
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Test & Qualify Problem: Customer Understanding
• Meeting Goals --? What do I need to learn from these meetings ? – Become a Domain Expert – Understand their “Day-in-the Life” – Understand their problems/pain – Get a feel of how this impacts their life/work – Who has similar products that solve this problem – How do they learn about new solutions – Can they be helpful later
• :Think: I need to present the above to my company?
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Test & Qualify Problem: Market Knowledge
• Get a feel for the “lay of the land” • Adjacent Market players • Industry Influencers • Key Analysts • Attend Conferences /Tradeshows
• Based on Initial visits expand your list to include the whole “Ecosystem” of the problem.
• Begin “developing” an Ecosystem “sketch”
“Service/Product” Journey
• “Who Is Your Customer?”– :idea: Sketch Your Product and the
People it “touches” through it’s usage.
• Often it is difficult to determine who is your customer. The service journey gives you a “top level” insight.
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:Extra:
12:Service Journey V0.1:
:Extra:
MammOpticsMarketing
:Extra:
MammOpticsInterviews
Breast Cancer Advocacy Groups
OB/GYNs
FDA/Clinical Trials
Medical Sales
Be Bright PinkJennifer Glover
Dr. Cindy WooDr. Jags Powers
Dr. Aaron Shuvkan
Katrina BellTanay Dudhela
Jed Hwang
Phyllis WhitelyCarl Simpson
:Extra:
Customer Archetypes
• A more detailed articulation of your customer.
• Lots on this in the textbook.
• This is not version 0.1 ( this is the goal)
15:Extra:
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Prospects? Who are you gonna talk
to? Early Customers
– Budget– “home brew
solution”– Actively looking– Know they have
problem– Have a Problem
:Extra:
Review TimeDoes Our Product Idea …
• That we didn’t talk about• Actually solve the problems that
we’ve learned about in our first pass of talking to ( experimenting on) customers?
• This is formal review time.– Do we need to re-Do our Product
Idea or are we ready to “pitch it”??17
:Tricky:
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Test Problem Hypothesis: First Reality Check
• Team Review– What did we learn? – What are we gonna do about it? – Make Decisions. – Take Action.
• Review Details– Build a Workflow Map of customer
• Before and after your product– Problem scale – Key insights – How did the product spec match needs? – Re-review product feature List – Why are you different?• Fyi … this Review can turn into a
“jihad” ;-)
… be calm … this is how real learning happens.
Getting everyone on same page is not easy in practice.
END
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20Source: http://giffconstable.com/Listening - Example
Note: Product Context
• You can’t talk product until you can “position it” as a solution to a problem.
• In Customer Discovery you are still “searching” and “not selling” therefore your “Product” should be the minimum necessary to gain the information you need. This is called “Minimum Viable Product” (MVP)
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:Extra:
Really Three Separate Steps
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1. Develop/Sketch “Market Understanding”(What You Did Last Week)
2. Develop/Sketch “The Problem” ( No Talking Product Yet!)
3. Develop/Sketch “Your Solution to the Problem” (Your Product )
(that never end)time
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In Summary
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CustomerDiscovery
CustomerValidation
CustomerCreation
ScaleCompany
Customer Discovery
• Stop selling, start listening– There are no facts inside your building, so get
outside
• Test your hypotheses – Two are fundamental: problem and product
concept
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Customer Discovery: Rules
• Rule 1: Facts are outside the building, opinions are inside.
• Rule 2: Solve a problem that customers say is important and valuable
• Rule 3: Does the product concept
solve that problem?
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Customer Discovery: Exit Criteria
• What are your customers top problems? – How much will they pay to solve them
• Does your product concept solve them? – Do customers agree? – How much will they pay
• Can you draw a day-in-the-life of a customer – before & after your product
• Can you draw the org chart of users & buyers
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Customer Dev’t ProcessTime Frames
CustomerDiscovery
CustomerValidation
CustomerCreation
ScaleCompany
Existing Market: 1 Months - 1 Year
Resegmenting a Market: 6 Months - 3 Years
New Market: 1 - 3 Years