2. Design thinking
is a human-centered approach to innovation
that draws from the designer's toolkit
to integrate the needs of people,
the possibilities of technology,
and the requirements for business success.
Tim Brown, CEO IDEO
13. No business plan survives first
contact with customers
Steve Blank
14.
15. A startup is a temporary
organization formed to search
for a repeatable and scalable
business model
Steve Blank
16.
17.
18. 1. Search 2. Validate 3. Grow
3 Stages of the startup
Problem/Solution Fit Product/Market Fit Scale
Customer Discovery Customer Validation Company building
Build the right
product and features
that keeps users
coming
Find a cost effective
way to grow your
customer base
Find a real and
poorly addressed
need
Find how to solve it
for customers willing
to pay
19.
20. Turn your hypotheses into facts
Based on the outcome, pivot or
persevere. Go back to step 1.
Identify the riskiest hypothesis from your
business model.
Design and run an experiment that prove
if hypothesis is either true or false.
1
2
3
25. Minimum Viable Product
An experiment that can validate or
invalidate an hypothesis.
Minimum effort for maximum learning from
your customers.
An MVP should not be perfect.
41. Target a micro-segment, the innovators
The first, second and third customer
Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957
42. Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957
Target a micro-segment, the innovators
The first, second and third customer
43.
44. It is not:
● Survey
● Questionnaire
● Focus group
● Market Study
● Your personal experience
● Conversation with friends
Customer Discovery
48. Understand problem importance / frequency
Discover:
➢ alternative solution to solve the problem
➢ get an idea of how much the problem cost
➢ how the customer look for solution to their
problem
➢ the biggest pain point about the problem
➢ the root causes of the problem
➢ key insights to design a solution
Problem Interview: Goals
49. evaluate the problem importance
has the problem
aware of having the problem
looking for a solution
hacked a solution
pay for a solution
how often the problem occurs
50. ➢ Do not talk about your idea
➢ Listen, don’t talk. Be nosy. Drill down.
➢ Be ready to learn and not to sell.
➢ Ask about the past events
➢ Be specific and avoid general questions
➢ Learn, be curious. Keep asking why
➢ Keep your questions unbiased
➢ Repeat what you understand and get
confirmation or correction
➢ Go in pairs. Take notes.
➢ Interview one person at the time.
How to: problem interviews
52. Get a proof of commitment
Something of value from the customer - more than words
The stronger the commitment, the better the proof
Confirm & Sell
53. ● Money (pre-order)
● A check
● A signed agreement (with blood?)
● Invitation to another meeting
● An email, phone number
● Access to their sensitive data
● Access to friends list
● Something that has value, etc...
You can be creative in what you ask for, as long as it’s
something that has value to your customer.
Things you can accept as payments