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Design Your Way to Product/Market Fit

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Design Your Way to Product/Market Fit

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Finding product/market fit is the key to success for new ventures. But it’s often elusive, and understanding the needs and desires of your potential customers is harder than many of us expect. Christina Wodtke, of Wodtke Consulting, shares design techniques to help you glean meaningful insights about your target market.

Finding product/market fit is the key to success for new ventures. But it’s often elusive, and understanding the needs and desires of your potential customers is harder than many of us expect. Christina Wodtke, of Wodtke Consulting, shares design techniques to help you glean meaningful insights about your target market.

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Design Your Way to Product/Market Fit

  1. 1. Design Your Way to Product/Market Fit @cwodtke www.eleganthack.com
  2. 2. Photo credit: SDASM Archives
  3. 3. Photo Credit: Nationaal Archief
  4. 4. Rachleff's Corollary of Startup Success via pmarca.com The only thing that matters is getting to product/market fit.
  5. 5. Could you get to product/market fit in one week?
  6. 6. IMG COPENHAGEN
  7. 7. 16 week Lean Launchpad class in 1 week
  8. 8. THEY DID IT
  9. 9. A PLAN FOR TUITION
  10. 10. What makes designers effective?
  11. 11. DISTRIBUTED COGNITION Photo: woodleywonderworks
  12. 12. DESIGNERS THINK WITH…
  13. 13. HANDS
  14. 14. POST-ITS
  15. 15. WALLS
  16. 16. •Frees up memory •Allows you to see connections •Share insights & understanding
  17. 17. You can get insights for product/market fit with 3 techniques
  18. 18. 1. FRAGMENTING AND FREELISTING
  19. 19. Why? Make information modular in order to recombine
  20. 20. EXERCISE • Get out your post its • List everything you like about travel • 1 item per post-it
  21. 21. EXERCISE • Get out your post its • List everything you HATE about travel • 1 item per post-it
  22. 22. 2. CHUNKING INTO AFFINITY GROUPS
  23. 23. How? • Put idea with like ideas • No rules, just seek patterns • remix
  24. 24. Play with possible models Relationship to other data Credit: Steve Portigal
  25. 25. Play with possible models Frequency Credit: Steve Portigal
  26. 26. Play with possible models Timeline Credit: Steve Portigal
  27. 27. Play with possible models The 2 x 2 Credit: Steve Portigal
  28. 28. Example: PAIN/GAIN matrix • Get out the pain/gain matrix • TOGETHER with a neighbor, map post-its against the matrix
  29. 29. PATTERNS?
  30. 30. OPPORTUNITIES ?
  31. 31. Why? Discover unexpected insights in the data Photo credit Eirik Newth
  32. 32. 3. MAPPING TO FRAMEWORKS
  33. 33. What is a frame work? A scaffold for thinking about a problem
  34. 34. How? • Select a framework • Map post-its against it • Do more research/freelisting to fill in blanks
  35. 35. Why Frameworks ? Discover hidden patterns Photo credit Marc Phu
  36. 36. Why Frameworks ? Find missing areas of inquiry and fill them in. Photo credit Marc Phu
  37. 37. EMPATHY MAP Adrian Howard https://www.flickr.com/photos/adrianhoward/8710477211/in/photolist-9zsm7U-9zsoeo-9zsmo3-9zpnNe-aKVQVM-ob4zF5-5wrz1p-egHtpz- 9zpqGM-9zsooJ-9zspTN-9zpqa2-9zspL9-9zskPA-9zskZd-bJ5qVx-opHAHj-psEPoY-c3gTjN-ebVuVA-9H7uru-ebPQrT-egHuq4-77aN2N-brpNWc
  38. 38. MORE FRAMEWORK S FOR YOU
  39. 39. MENTAL MODELS
  40. 40. User needs go here Offerings goes here Opportunities! Credit: Indi Young
  41. 41. Photo credit: Indi Young
  42. 42. PARTICIPATOR Y ROADMAP Learn more at eleganthack
  43. 43. You know this one…
  44. 44. Freelist your points Chunk them into themes Map them to a story arc! Photo taken at Duarte Workshop
  45. 45. Your meeting?
  46. 46. Get up! Use the walls! Photo credit: Kevin Hoffman
  47. 47. Remember 1. Fragmenting + 2. Chunking + 3. Mapping
  48. 48. = INSIGHTS!
  49. 49. Learn More: Classes Books THE CREATIVE FOUNDER At Stanford CE. & General Assemb.ly http://www.eleganthack.com/c ategory/speaking/ for more info
  50. 50. THANK YOU @CWODTKE WWW.ELEGANTHACK.COM

Hinweis der Redaktion

  • When I was getting ready to pitch my first startup, I had a meeting with a “friendly” VC, the brother of a pal of mine. He told me a story I can never forget. He asked me if I really wanted to raise money. He said, a startup is like a new kind of plane. your big struggle is to get your plane off the ground. It may take awhile to get it to even run, and to get it to get lift. When you take money, suddenly you have a runway. (I bet you wondered where the term runway came form? Perhaps from my pal) And, he said, at the end fo that runway is some really tall trees. So you have to be going fast enough and everything working or you don’t clear those trees. If you are bootstrapping, and you can’t get velocity, you can always slow down, turn around, fix the problem and go again. But once you take money, well, the VC is going to want to you try for takeoff no matter how sure you feel….
    https://www.flickr.com/photos/sdasmarchives/12640916783/in/photolist-mLqyDD-9Ejegr-oumoBq-9EmekU-9EnpnU-bWgQaE-aiFdeC-9EmWyG-7ZAuGp-d1rvxY-8phfrg-kg31a6-dHE9jL-d1rwL5-mLqwx6-dk4WwE-e5d7RK-7ZAq9r-d1rxvs-bcmj3i-aiFNaC-fZNQ78-7XoKtA-7WWdTC-dV8FfY-9Emegf-8nP1aV-ecurDB-9EmR37-7ZAqfZ-7WSJnE-eejxR6-mLvj1b-dYR4Dy-9Enmk7-7ZDEZb-7ZDAAb-d1rvzW-dV2o3V-7XiYYz-dk3A8M-7ZCAsm-cyk9es-cmjxBb-e1H8vb-dk3ptZ-7ZAqov-aBQzeX-evTMVL-7Zntat
  • And this doesn’t always end well.
    The reality is, if you’ve got a startup, time is your enemy. You are running out of money and your competition is breathing down your neck.
    https://www.flickr.com/photos/nationaalarchief/3018262533/in/photolist-5AHoic-5qcQAo-cA7iqb-77pxWi-5qcShf-4Trqvq-d1zLy7-aiCqgx-5TyDbW-77pxRX-dk33FP-aiCq8r-8agRrU-aiFdSG-7Xksmk-djL8wx-9Q2qSc-77pqzi-dk59fj-4idfpS-pmudLY-c9wKUN-c9wL27-8m5Hh9-8phfJv-fuozat-61CimS-cc8nHy-gc8gqW-hySEHr-7DL1mN-8m2xo4-e4A8HQ-do6HPD-do6HRX-8m2xii-nQGhJx-7ZanHM-e7XQDy-e4umwi-dhZSb4-8m2xoF-mwvcNK-77tmfS-dk2WuF-hw2ioJ-8m2xS4-89fPz6-fZNiy5-fZNq8D
  • This your only hope. If you’ve got product market fit, you can raise more money. You might not even need to raise more money.
  • I was asked to teach entrepreneurship in Copenhagen at CIID
  • https://www.flickr.com/photos/wwworks/210593812/in/photolist-jBmcN-9beqom-7tJ1ER-5XyiQ7-9uQJsx-bqJUwJ-k6TeEL-9pTDfn-4kRSFb-aatB6j-5Sqz9E-9pXben-dmqHrd-5eq4ou-6RBC5s-4SpuB2-9mLVdK-7rsp8U-6WRDfD-5iMrou-5x6wgD-avPV1s-dmpTWx-8PECds-avMd6i-dWxfwR-avPNJA-LS3YV-avMcyx-9rFM9F-3KyCxf-juRNKh-juRMWo-avQ8q7-avQ1Z7-6uMkoe-bqGoCC-7m1pp2-aWi8m-aHM6Li-pSdKNK-7nrody-9FGUJr-6TVGG-4FoTom-644Ln2-fTQpp-dRsLkh-cPKBK-k1H7g
  • https://www.flickr.com/photos/kaibara/4482548444/in/photolist-2GmX1-9y3cg8-iG8d4f-awv5gi-5mwyBi-7ztVjs-7Q7eu1-2shyzK-7EGXfp-747eSA-7LBeeM-5SyWCC-6z5DPj-9qQCXp-edv3ed-7FCbzW-8DtSfu-awxDb9-cNzxdh-bznr1u-bznoPG-5VkEFn-ag6rQQ-5tvJKC-awxN49-uq8MA-95MgVo-eVHyf2-9mdC8g-bxUXhS-nBvsYq-64uGs6-bNyaD6-bLPf26-7AT4rp-bLPdd2-7vdRu-dqBy11-6aYkZp-8aDmE1-akiAvP-bo5UXr-o3shDK-6ZdEEx-5Us2wx-5d92QM-8T8qYG-F27NS-6ZhEFb-gXoAY6
  • Benefits include working with individual aspects of complex systems, obtaining information about inner structures, revealing hidden information and patterns
    https://www.flickr.com/photos/bdesham/2432400623/in/photolist-4GWFXM-bN8fiD-bxTeiW-nSfShi-a1gXu6-7EoLZF-cD7Gsy-bnnin4-biKE3B-6N44Ay-bQvggp-nUiZpi-9ff7LL-7FK1bV-pdBRWJ-7ZYuSQ-bPvScR-5ahnX8-nA4Sba-67rTzo-bPvSbv-4JwoVJ-biKDq8-bod1S7-av4ne5-ptWbJU-bQc1fK-bwsn5n-9KCchQ-bvSHai-n6gDh-9r8Sn5-biKD84-8VGBoG-ddarfm-746b7-AoFtn-jk5dq-9r5U1V-bBhm5G-pMdyde-9r7zfL-9r9m93-91GcYS-bQc1hv-5UnNBn-cgCuuh-bBhkMJ-8Vsd5C-8iJLLV
  • 2 min
  • 2 min
  • https://www.flickr.com/photos/17997843@N02/8651071224/in/photolist-ebt15q-8QrR5h-eR12Nw-7NUn5t-9jp2qo-66ZpCP-6avTUt-9fk12B-9x1tCJ-84oFpD-pSVrgU-5wbNKZ-4ptr4t-4kUbmW-4VeWPL-4xG9eW-8T1Fk8-dSsTKs-4QncQB-74grSb-711K5g-5bypdv-PoVBt-avxWed-7MiKd-ho2T-81L4B2-4pxGg9-cN3ZNf-5rMwqS-7w5g5c-24tG8K-2aiLHa-61m23G-5VdMoF-3VCHM-EENAj-5UuR9Y-5Dboa3-ek9yPX-dhHCx9-5ty84v-6huwa4-dsGThR-gE6o8-cvoPX-4sfHWp-pGCmp-q1JfN-awXoQj
  • 8 minutes
  • Discussion slide here
  • Reducing burden on long term and working memory, grouping related information, discovering patterns and interrelationships, storing information as a chunk to retreive
    https://www.flickr.com/photos/eiriknewth/238679888/in/photolist-n6idu-bQu5TH-91D5NX-oRSD1p-a1jJsA-dgLmhm-btsp9A-aT33uK-9VX5vp-iwtF3-bQu5W4-8VJod7-8iW9ZH-biKDJV-9r8z1N-bPvRXH-6x8vSa-yZsKx-9r4L6e-7U3wh7-jH4tBF-bNmr8X-n6qhz-8Vsd2h-bQu5NV-bBzp9s-8VXB6o-9u72bL-bKQmnk-f8qkVQ-bztp1U-4fuqn5-dgLkk8-5cenX-n6iEp-97dc69-8VGCu1-bzyUxf-nDy3yt-7vJSJD-b6LMj6-dgLkv7-n6nyo-7vLqos-2nniXv-9qZXg9-ch89vd-dW9nXA-anzmZN-6TPy5b
    Lego City:The people of Oslo were asked to build their city of the future, using white Lego bricks. The result was stunning.
  • https://www.flickr.com/photos/17997843@N02/8651071224/in/photolist-ebt15q-8QrR5h-eR12Nw-7NUn5t-9jp2qo-66ZpCP-6avTUt-9fk12B-9x1tCJ-84oFpD-pSVrgU-5wbNKZ-4ptr4t-4kUbmW-4VeWPL-4xG9eW-8T1Fk8-dSsTKs-4QncQB-74grSb-711K5g-5bypdv-PoVBt-avxWed-7MiKd-ho2T-81L4B2-4pxGg9-cN3ZNf-5rMwqS-7w5g5c-24tG8K-2aiLHa-61m23G-5VdMoF-3VCHM-EENAj-5UuR9Y-5Dboa3-ek9yPX-dhHCx9-5ty84v-6huwa4-dsGThR-gE6o8-cvoPX-4sfHWp-pGCmp-q1JfN-awXoQj
  • https://www.flickr.com/photos/marc0047/3646709081/in/photolist-6yfkyv-6yecHR-6yiks7-6kRm9k-6kRm7x-6yfkCP-6yisCS-6yikUA-6yed6e-6yfkmv-6yedrr-6yjssf-6yfkcM-6yedw4-6yed2v-6yikzE-6yecCR-6yikdw-gB1UY-a2V1WS-azxPLq-dYmLND-buo7zB-8ixZk2-D3LnV-6yejPR-6yisw9-6yejLa-6yjsRb-6yisdN-7EUqHX
  • https://www.flickr.com/photos/eiriknewth/238679888/in/photolist-n6idu-bQu5TH-91D5NX-oRSD1p-a1jJsA-dgLmhm-btsp9A-aT33uK-9VX5vp-iwtF3-bQu5W4-8VJod7-8iW9ZH-biKDJV-9r8z1N-bPvRXH-6x8vSa-yZsKx-9r4L6e-7U3wh7-jH4tBF-bNmr8X-n6qhz-8Vsd2h-bQu5NV-bBzp9s-8VXB6o-9u72bL-bKQmnk-f8qkVQ-bztp1U-4fuqn5-dgLkk8-5cenX-n6iEp-97dc69-8VGCu1-bzyUxf-nDy3yt-7vJSJD-b6LMj6-dgLkv7-n6nyo-7vLqos-2nniXv-9qZXg9-ch89vd-dW9nXA-anzmZN-6TPy5b
    Lego City:The people of Oslo were asked to build their city of the future, using white Lego bricks. The result was stunning.
  • http://www.gamestorming.com/core-games/empathy-mapping/

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