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The Customer
Development Game
      (beta)




               Adrian Howard
               adrianh@quietstars.com
               @adrianh
Hands up if you are…
Today’s buzzwords

•Agile
• Customer Development
• Lean Startup
I   Agile
Pro:
Agile builds what you ask
Con:
Agile builds what you ask
How do we decide
 what to build?
The
Business Plan
The Business Plan

1.Vision
2.Lots of hard work
3.Profit
Underpants Gnomes

1.Collect underpants
2.?
3.Profit
The Big
Business Plan
The Big
User Research Project
The Big
User Research Project
Plans
 vs
Maps
Marriage Plans
      vs
 First Date
Customer
Development
customer    customer     company    company
discovery   validation   creation    bulding
1) Do we solve
  a problem?



  customer       customer     company    company
  discovery      validation   creation    bulding
1) Do we solve   2) Do we have
  a problem?        a market?



  customer         customer      company    company
  discovery        validation    creation    bulding
1) Do we solve    2) Do we have
  a problem?         a market?



  customer            customer     company    company
  discovery           validation   creation    bulding



              pivot
1) Do we solve    2) Do we have    3) Grow the
  a problem?         a market?        market



  customer            customer      company      company
  discovery           validation    creation      bulding



              pivot
1) Do we solve    2) Do we have    3) Grow the   4) Grow the
  a problem?         a market?        market       company



  customer            customer      company       company
  discovery           validation    creation       bulding



              pivot
1) Do we solve    2) Do we have    3) Grow the    4) Grow the
  a problem?         a market?        market        company



  customer            customer      company           company
  discovery           validation    creation           bulding



              pivot



           Search                              Grow
Lean Startup
          =
Customer Development
          +
        Agile
1) Do we solve    2) Do we have
  a problem?         a market?



  customer            customer
  discovery           validation



              pivot
How do we explore
   this space?
Hypothesis             Test




customer             customer
discovery            validation



             pivot
“Getting out of the building”
       – Steve Blank
1. Document your hypothesis

2. Do as little as possible to test (MVP)

3. Listen. Tweak. Repeat.
Document the
          hypotheses
•   Worksheets (Steve Blank)
•   Business Model Canvas (Alexander
    Osterwalder)
•   Startup Canvas (Rob Fitzpatrick’)
•   Lean Canvas (Ash Maurya)
Features    Problem

   Value                            Customer
Proposition                         Segment
                          Revenue
              Channel
                           Model



                    External
     Market                         KPI
                     Risks
Opportunity!
Things to teach
Things to learn
Further reading
•   “The Four Steps to the Epiphany” by Steve Blank
    (warning: this really needed a good editor)

•   “The Entrepreneur’s Guide to Customer
    Development” by Brant Cooper & Patrick
    Vlaskovits (the thin version of FSTTE)

•   “Business Model Generation” by Alexander
    Osterwalder & Yves Pigneur

•   http://steveblank.com

•   http://startuplessonslearned.com
custdevgame.com


          Adrian Howard
          adrianh@quietstars.com
          @adrianh

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The Customer Development Game (@ UXCampLondon)

Hinweis der Redaktion

  1. \n
  2. Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
  3. \n
  4. Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
  5. Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
  6. Developer? UX? PM/PO/Entrepreneur? \nWorking in Agile environment? \nOne that’s not Scrum?\n\n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. Designers/researchers go off by themselves\n
  13. \n
  14. \n
  15. \n
  16. Steve Blank - Story. Writing his memoirs after retiring. Was terrible. Saw connections. Wrote Four Steps to the Epiphany. Startups are small versions of big companies. \n
  17. \n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n
  27. \n
  28. Insert sound of UX folk going “D’oh” here :-)\n
  29. \n
  30. \n
  31. Value prop - what’s your unique selling point\nFeatures - top 3 features / Problem - top 3 problems you solve\nCustomer Segment - Target Customers\nChanel - how do you find customers\nRevenue - How you make money\nMarket - size? type (new, existing, re-segmented)\nRisks\nKPI\n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. Links to final slides, workshop material, etc. and other references will appear here after Agile 2011.\n