I gave this talk at the Lean Startup Machine bootcamp in April in NYC. Great audience, great engagement - sadly I was felled by allergies and missed the rest of the weekend! Nevertheless, thanks to those who asked great questions and gave great feedback.
10. ITâS EASY TO FALL INTO THE USUAL TRAPS
The veil has been lifted on âsegmentsâ and âtargetingâ and
âmarket research.â
Youâve heard these terms - and youâre pretty sure you know
what they mean.
And you might even think that because people get paid to
think about this stuff all the time, that theyâre legit.
11. SEGMENTS
Segments are distinct subsets of your customer base.
But you donât have a customer base yet.
So you have to imagine customers.
And then try to ďŹnd real people that are like your imaginary
customers.
12. BE SPECIFIC.
Itâs tempting to segment by âcustomers v. prospectsâ.
All you have tonight are prospects.
You might have some idea that itâs
âearly adopters v. mass marketâ or âavid v. casual usersâ...
(but thatâs just code for, âwe donât knowâ)
âI don't write to the
crowd. I try to write from
Instead, imagine a speciďŹc person. one human being to another
Then imagine 4 or 5 more speciďŹc people. human being in the second
person singular.â
- David ogilvY
13. MAKE A LIST OF ATTRIBUTES...
Whatâs their job title? What gets in their way?
What kind of company do they work at? What keeps them up at night?
What industry are they in? What costs them time or money?
What would earn them a bonus? How do they solve this problem today?
How do they deďŹne themselves? How eager are they to solve the
problem?
What are they trying to do?
How much decision-making power do
they have?
http://www.cindyalvarez.com/lean/the-who-and-why-of-your-target-customer
14. YOU DONâT WANT TO TALK TO EVERYONE.
There isnât time for all that.
15. NARROW IT DOWN TO ATTRIBUTES THAT MATTER
Some wonât matter at all.
Some attributes will matter because:
This kind of person is willing and able to experiment
This kind of person is able to make decisions without approval
This kind of person is willing to invest money in a solution
This kind of person is aware there is a problem
This kind of person doesnât have an alternative solution
This kind of person is losing money or customers
because of the problem
http://www.cindyalvarez.com/lean/the-who-and-why-of-your-target-customer
18. DO WHAT, NOW?
Talk to people.
Not a lot. 5-10 (but youâll need to make a list of 50 before you
start sending emails & making phone calls)
Not in a âfacilityâ or a neutral environment - try to go to their
place/ofďŹce/where they would buy or use stuff like you want
to make.
Not the perfect ârespondent.â
19. BE NICE AND LISTEN.
http://giffconstable.com/2010/07/12-tips-for-early-customer-development-interviews/
20. DONâT WASTE TIME REPEATING YOURSELF.
After 3 people, prioritize your top 3 issues or questions.
After 5 people, start asking new questions.
This isnât about approval, or getting them to say they âlikeâ it.
Itâs about learning what to do next.
21. WHAT SHOULD YOU ASK?
How is your customer currently dealing with this task/problem?Â
What do they like about their current solution/process?
Is there some other solution/process youâve tried in the past that was better or worse?
What do they wish they could do that currently isnât possible or practical?
If they could do [answer to the above question], how would that make their lives better?
Who is involved with this solution/process? How long does it take?
What is their state of mind when doing this task? How busy/hurried/stressed/bored/frustrated?
What are they doing immediately before and after their current solution/process?
How much time or money would they be willing to invest in a solution that made their lives easier?
http://www.cindyalvarez.com/communication/customer-development-interviews-how-to-what-you-should-be-learning
22. WHAT DO YOU DO WITH THAT INFORMATION?
Be honest:
Are these really your customers?
Is their problem really painful, or their desire really strong?
Does it even exist?
Are they really making decisions the way you thought?
What do you need to change?
23. THIS ISNâT (USUALLY) THE TIME FOR PIVOTS.
Talk to your team.
Do you need to seek other customers that are a better ďŹt?
Do you need to rethink
your positioning?
What would you have to
change to create value?
Is it possible to give people
what they want?
Do you need to do
something else?
* You shouldnât pivot before youâve even iterated, duh.
24. THEN WHAT? âIt isnât iterative if you
only do it once.â
DO IT AGAIN. - one of the
madebymany guys
25. THEN WHAT? âIt isnât iterative if you
only do it once.â
DO IT AGAIN. - one of the
madebymany guys
Learn
26. THEN WHAT? âIt isnât iterative if you
only do it once.â
DO IT AGAIN. - one of the
madebymany guys
Learn
Build
27. THEN WHAT? âIt isnât iterative if you
only do it once.â
DO IT AGAIN. - one of the
madebymany guys
Learn
Measure
Build