The document discusses customer and product development using an agile approach. It emphasizes starting with the customer to identify problems, then developing minimum viable products to validate solutions fit the problems. Each step involves validation, whether validating the customer has a problem, the solution fits the problem, or there is a market for the product. Tools like lean canvases and validation boards help share understanding and co-create. The process is iterative, refining the product based on frequent customer feedback to maximize learning.

1. Mashing up customers,
users, product and
business
Marko Taipale - Agile Saturday X
!
Twitter: @markotaipale

2. Imagine…

3. Idea
HELP!
Mother of 2
3 years old being sick
Magic Fairy
in 15 mins

4. What would you do
next?

5. Model

6. Find customer with hole
Validate
Develop plug concept
Validate
Build and sell plug
Find more customers
Sell more
Refine plug
Scale company

7. Fancier Model

8. Ideas
Build
Learn
Data
Product
Measure
Customer
Discovery
Customer
Validation
Pivot
Customer
Creation
Company
Building

9. .. in use

10. Idea
HELP!
Mother of 2
3 years old being sick
Magic Fairy
in 15 mins

11. Who has this problem?

12. Customer: Father / Mother
Problem: Got to get to work

13. It is a guess, right?

14. How would you figure
it out?

15. Would you buy this idea?
Me
Mother of 2

16. Would you buy this idea?
Me
Mother of 2
Imagine a scenario…
Could you walk me trough what happens?
!
Ok, what are the problems you face?
What I am trying to find out?

17. What I found out..
•
15 min is not a problem, the following days are..
•
I’d see that paying to solve this problem would be
my employers responsibility
•
There is a free service … but they do not have any
SLAs
•
Trust is the biggest emotional issue

18. PIVOT

19. Idea
HELP!
Mother of 2
3 years old being sick
Let me pay this
Employer
Magic Fairy
in 15 mins

20. Customer: Company
User: Father/Mother
Problem: Save money by taking care of
sick kids

21. What I found out..
•
300+ hrs / family lost (in age of 27-45)
•
Customer acknowledges the problem .. and
would pay if somebody would fix the problem

22. “Validating” that they
have this problem

23. Customer-Problem fit
Who is my customer?
What is her problem?

24. What’s next?

25. From idea to solution

26. Do you want to buy this?
Me
Customer

27. Do you want to buy this?
Me
Customer
You mentioned that you have these problems…
!
Now we thought this very hard and came up a possible solutions, would you like to see it?
!
What do you like, what do you do not like? (and why?)
!
How would you like to have it?
!
What are the things you could live out?
!
When/would you be willing to test this out?
!
How much would you be ready to invest into this?
What I am trying to find out?

28. What’s next?

29. Minimum Viable Product
!
= the thing we need to do to learn
the most

30. Idea -> MVP

31. “Validating” that they
need this solution for
fixing the problem

32. Do you want to buy this?
Me
Customer

33. Do you want to buy this?
Me
Customer
Would you like to run this test to see…
!
If this fixes the problem, how much you pay for this?
!

34. So what have we done
so far..

35. Customer-Problem fit
Who is my customer?
What is her problem?
Problem-Solution fit
Does my solution fix the problem?

36. What would happen
next?

37. Customer-Problem fit
Who is my customer?
What is her problem?
Problem-Solution fit
Does my solution fix the problem?
Product-Market fit
Is there a market for my product?
Scale
How can I grow the company?

38. The model

39. Idea
Find customer
candidates
Build indepth customer
understanding
Capture
problems
Validate
CustomerProblem fit
Problemsolution fit
Productmarket fit
Scaling
Choose
problem
Develop
business model
Develop
everything
Design
solution concept
Create new
customers
Build company
Validate
Refine
product
Design &
build MVP
Sell
Validate
Model of business and product
development by Marko and Ari

40. How agile software
development fits into this?

41. Idea
CustomerProblem fit
Problemsolution fit
Productmarket fit
Scaling
Agile SW
Dev
Developing in slices
Fast feedback
Frequent delivery
User metrics
Coordination

42. Tools

43. Concept

44. Business
model

45. Lean Canvas
http://practicetrumpstheory.com/2010/08/businessmodelcanvas/!

46. Validation board
Validation
Lessons
Learned

47. Model
Customers
CP fit
Reality
PS fit
PM fit
Hypos
Assumptions
Our understanding
Riskiest !
assumption
Success criteria
Experiment Out of the building
Results
Validated Learnings

49. Summary
•
Idea -> Find the customer with the problem
•
Problem -> Figure out the solution, check with
customers, use MVP to maximise learning, ask
cash in “day 1”
•
Use simple tools to share and co-create
•
Iterate & validate

50. marko.taipale@gosei.fi
+358-40-57-86-447
@markotaipale

51. Books