Lean StartUp: Basics of Customer Discovery & Development. A compilation of lessons learned from Eric Ries, Steve Blank, and others

1. Lean
Startup
Philippines
Guita
T.
Gopalan
Lean
StartUp:
Customer
Development
guita.gopalan@gmail.com
Schedule
a
Call
on
Sohelpful.me/guitagopalan

2. FORD
MUSTANG
When
it
was
introduced….
What
it
pivoted
into…

3. When
it
was
introduced….
What
it
pivoted
into…

4. When
it
was
introduced….
What
it
pivoted
into…

5. WHY?

6. LEAN
STARTUP
No
Waste
-­‐ Build
it
right
-­‐ Build
it
quickly

9. More
Fme
for
family
Long
travel
Fme
work/home
Faster
travel
Fme
Waze
BeIer
car
Don’t
leave
home
as
much
Freelancer.com
Franchise
Business
Many
things
to
do
Do
them
faster
Coffee
Any.Do
Outsource
tasks
Virtual
Assistant
Use
AutomaFon
SoRware
Problem
Aspect
of
Problem
SoluFon
Products
or
Services
aka
How
the
SoluFon
is
delivered

11. MVI
Minimum
Viable
InteracFon
a
type
of
MVE
minimum
viable
experiment
MVI
focuses
on
discovering
as
much
about
people
(target
customers)
MVP
minimum
viable
products
looks
at
how
people
interact
with
or
respond
to
a
par@cular
solu@on
and/or
product.
SUCCESS
CRITERIA

12. 5
MUST
DO’S
CUSTOMER
MVI
• Start
somewhere.
– Decide
on
who
to
talk
to
(segment)
and
figure
out
where
to
find
them.
• Shut
up!
– Listen
more
than
talk.
• Ask
why
in
101
ways.
– Dig
deeper.
And
deeper.
And
deeper.
• Be
deliberate.
– Keep
what
you
want
to
validate
or
learn
in
mind.
• Observe
everything.
– It’s
not
just
about
the
answers
it’s
also
how
those
answers
are
delivered.

13. INTERVIEW
Talk
to
the
right
people
with
the
big
problem.
Are
you
on
the
right
track?
PITCH
Sell
the
soluNon
and/or
product.
Will
people
pay,
sign-­‐up..?
CONCIERGE
Deliver
an
actual
product
or
service.
Can
you
deliver
your
value
proposiNon?

14. Whatever
MVI
type
focus
on…
Learn
from
their
life
and
stories
Specifics
from
their
past
“Tell
me
more”
Signals

15. Avoid
• QuesFons
with
one
word
answers
– Dig
deeper
–
why,
how,
when…
• HypotheFcal
–
what
if,
would
you
– Qualify
then
dig
deeper
• Don’t
ask
what
they
think
– It’s
a
sneaky
way
of
asking
a
hypotheFcal
• When
customers
give
you
advice
– Why
is
that
important
to
them?

16. Do
• If
they
are
part
of
your
target,
get
their
contact
details.
• If
they
are
not
part
of
your
target,
get
their
contact
details
and
then
them
to
refer
someone
to
you.
• Note
responses
and
observaFons
ASAP
• Interview
more
customers

17. POWERS
OF
OBSERVATION
Your
ability
to
gather
good
quality
customer
insights
is
limited
by
your
openness
and
skills
in
interviewing
and
observing.
Eventually,
you
should
be
able
to
spot
your
target
customer
amongst
a
crowd.

18. Look
for….every
Fme
you
talk
to
a
customer…
• AlternaFves
• Behaviours
• MoFvaFons
• Behavior
• Decision
Making
• Social
Circles
• CompeFtors
• Mentality
• Bigger
problems
to
solve

19. Look
for…
every
Fme
you
talk
to
a
customer…
PaIerns
– Frequency
– Causality
– Dependency
– Impact
or
Significance
– Circumstance
/
SituaFon

21. AS
YOU
TALK
TO
CUSTOMERS
eventually
you’ll
get
to
Problem
–
SoluFon
Fit
• Is
there
a
problem
worth
solving?
• Is
it
something
customers
want?
• Will
they
pay
for
it?
If
not
who
will?
• Can
it
be
solved

22. AS
YOU
TALK
TO
CUSTOMERS
and
work
on
your
business…eventually
you’ll
get
to
Product
–
Market
Fit
• Are
you
building
something
people
want?
– Demand
DemonstraFon
–
Clear
Signals
• Hacking
a
soluFon
– Features
that
contribute
to
value

23. Value
ProposiFon
• Well
defined
problem
• Defined
soluFon
• Proposed
product
• Proposed
business
model

24. Value
ProposiFon
• If
you
have
to
explain
it
you’ve
failed.
– Proof
Points
–
Real
Value
– Why
you
and
not
someone
else
– Use
customer’s
language
–
“It’s
like
you
read
your
mind.”
• At
the
beginning
it’s
ok
to
have…
– 3-­‐5
value
proposiFons
–
the
key
is
to
hone
into
the
one
that
takes
the
world
by
storm

26. Why
do
this?
• Fail
Fast.
Succeed
Faster.
• Build
a
strong
posiFon
– Customer
Insight
– TracFon
– Customer-­‐Partners
• There
is
no
right…
or
wrong.

27. LEAN
STARTUP
• No
one
knows
your
startup
as
well
as
you
do.
• You
are
the
expert
here!!!
• What
we
do…
– Ask
quesNons
you
missed
– Challenge
your
assumpNons
– Guide
you
through
tools,
methods,
processes…
www.meetup.com/leanstartupph
Guita
T.
Gopalan
guita.gopalan@gmail.com
Schedule
a
Call
on
Sohelpful.me/guitagopalan

28. Google
is
your
friend…
AddiFonal
Resources
• Four
Steps
to
Epiphany
by
Steve
Blank
• Or
YouTube
Steve
Blank
Customer
Discovery
/
Development
(he
is
the
foremost
guy
on
this
topic)
• Value
ProposiFon
Canvas
– there’s
a
book,
tons
of
slideshares,
tons
of
videos
• “The
Mom
Test”
book
by
R.
Fitzpatrick
–
How
to
interview
like
a
boss
• Designing
experiments
–
Lean
StartUp
– Again
tons
of
videos,
slideshares,
books,
etc.
or
email
guita.gopalan@gmail.com