Customer Developement DieProduktMacher GmbH

„HOW TO – CUSTOMER DEVELOPEMENT“ Summary of our experiences - Lean Startup Machine – Munich, January 2013DieProduktMacher GmbH

Agenda1. Introduction Customer Developement2. Procedure– Field Research3. Result– Pitch presentation4. Our LearningsDieProduktMacher GmbH 2

1. Introduction Customer DevelopementDieProduktMacher GmbH

Customer Developement = „Get out of theBuilding“http://leanstartupmachine.com/validationboard/img/case-studies/1/board_blank.pngDieProduktMacher GmbH 4

2. Procedure – Field ResearchDieProduktMacher GmbH

1. Start = Problem + Riskiest Assumption Collecting Panini sticker/ football fans Complete collection as soon as possible There are Exchange enough preferredenougch collectors Not over buying people to Lack of change with Overview …http://leanstartupmachine.com/validationboard/img/case-studies/1/board_blank.pngDieProduktMacher GmbH 6

2. Get out of the building – where is thetarget group? VS.  Interviewing Football fans on Christmas Market Result: Most of them collect Panini sticker!!!DieProduktMacher GmbH 7

3. Validation = Next Assumption Collecting Panini sticker/ football fans Complete collection as soon as possible Exchange preferred over There are Not enough buying enough people to collectors Lack of change with overvew …http://leanstartupmachine.com/validationboard/img/case-studies/1/board_blank.pngDieProduktMacher GmbH 8

4. Get out again!!!• Exchange preferred over buying  YES  Validated• Current possibilities insufficiant? (Interviews with Persons who advertise on ebay,…)  NO  Invalidated• Not enough possibilities to exchange in a local area  YES  Validated SOLUTION: App which helps to find other collectorsin your areaDieProduktMacher GmbH 9

5. Will User Pay for an App download?Landingpage to analyze the conversion (paid Download)Traffic acquisition:- SEM (Google Ads)- Social – Postings in Facebook groups/ Facebook Fanpage / Twitter Account- Special Interest – Postings in forumsDieProduktMacher GmbH 10

LandingpageDieProduktMacher GmbH 11

3. Result– Pitch presentationDieProduktMacher GmbH

Collectr Munich December, 2nd 2012DieProduktMacher GmbH

How to complete your panini sticker album fast and cheap?CollectrApp to find other Panini sticker collectors in yourarea!DieProduktMacher GmbH 15

ProcessExperiment 1 2 4 5 6 Football Fans, PaniniCustomer Football Fans, Panini sticker collectors sticker collectors, local Enough Local Exchange CurrentRiskiest people possibilities Will User more fun solutionsAssumption who to swap are pay? then buying insufficient collect prefered 6 von 6 13 out of one of all User happy 11,8% Hardcore 23 asked interviewd with current ConversionResult collector football buys all solutions e.g. 0,99 € per prefer local fans sticker ebay, FB Download possibility Collecting is Seasonal, Mobile There is a affair of Different business, butLearned solution/ market honour, but Focus willingness Stuffle not easy prooved Online Customer „Exchange Payment per FurtherDecision „Exchange Need Pivot - Network“ Download testing Network“ mobile AppDieProduktMacher GmbH 16

Here is the money…Market developement User Feedback 80 60 40 20 0 WM EM EM WM 2006 2008 2010 Potentional Downloads:144 visitors17 downloads11,8% conversion rateDieProduktMacher GmbH 17

Collectr – surely a success!• WM 2014: 60 Mio. revenue with Panini sticker – only Germany!• 850.000 App – Downloads anticipated in the first year• Also international rollout possibleDieProduktMacher GmbH 18

Summary• 1 Weekend – 48 hours / 5 people• About 60 interviews with target group• Landingpage, Facebook page, Twitter account, started online marketing campaigns• Potential Investor• Market analysis & pitch presentation• Great time, great learnings, awesome experience!DieProduktMacher GmbH 19

4. Our LearningsDieProduktMacher GmbH

Don´t think too much, don´t define toolong…. Get out! A fast user feedback pays off!DieProduktMacher GmbH 21

Be creative finding your target group – thereare different ways to find your user!DieProduktMacher GmbH 22

Have the heart to go out – also when youdon´t have the perfect solution!DieProduktMacher GmbH 23

TEST THE RISKIEST ASSUMPTION FIRST– be honest to yourself and willing to dismissyour idea if need beDieProduktMacher GmbH 24

ContactDieProduktMacher GmbHFabian Dill, CEOKontakt@DieProduktMacher.comwww.DieProduktMacher.comFollow us: @ProduktMacher Die Produktmacher GmbHDieProduktMacher GmbH 25

Customer Developement DieProduktMacher GmbH

by dieproduktmacher on Jan 31, 2013

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Customer Developement DieProduktMacher GmbH Presentation Transcript