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Customer	
  Development
Lessons	
  Learned	
  Founding	
  @makersacademy
Customer	
  Development	
  is	
  Not:
1. A	
  way	
  to	
  get	
  people	
  to	
  tell	
  you	
  what	
  to	
  build.	
  
...
The	
  Problem
1. What	
  are	
  your	
  3	
  biggest	
  problems	
  right	
  now?	
  
2. What	
  do	
  you	
  do	
  to	
 ...
The	
  SoluDon
4.	
  Why	
  is	
  this	
  problem	
  important	
  to	
  solve?	
  How	
  
much	
  does	
  this	
  problem	...
The	
  SoluDon
6.	
  Price	
  Anchoring	
  Strategy	
  
!
7.	
  Get	
  the	
  customer’s	
  buy	
  in.	
  Purchase	
  Orde...
General	
  Guidelines
• Every	
  experiment	
  should	
  have	
  a	
  possibility	
  of	
  being	
  
proven	
  false	
  
•...
Customer Development - Lean Startup Munich
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Customer Development - Lean Startup Munich

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Customer Development - Lean Startup Munich

  1. 1. Customer  Development Lessons  Learned  Founding  @makersacademy
  2. 2. Customer  Development  is  Not: 1. A  way  to  get  people  to  tell  you  what  to  build.   2. A  way  for  you  to  stroke  your  confirmaDon  bias.   3. A  way  to  build  a  checklist  of  feature  requests.  
  3. 3. The  Problem 1. What  are  your  3  biggest  problems  right  now?   2. What  do  you  do  to  solve  those  problems?   3. For  each  problem,  if  you  could  wave  a  magic   wand  and  the  problem  would  be  solved,  what   would  that  soluDon  look  like?
  4. 4. The  SoluDon 4.  Why  is  this  problem  important  to  solve?  How   much  does  this  problem  cost  you?  (in  terms  of  lost   revenue,  lost  customers,  lost  Dme,  frustraDon,   etc.)   ! 5.  Present  your  soluDon  with  a  lot  of  customer   prompDng.  Day  in  the  life  of  your  customer  before   and  aRer  your  soluDon.  Ask  how  your  soluDon   compares  to  their  exisDng  soluDon.  (Keep  track  of   every  quesDon  they  ask.)  
  5. 5. The  SoluDon 6.  Price  Anchoring  Strategy   ! 7.  Get  the  customer’s  buy  in.  Purchase  Order  is   best,  signed  leZer  of  intent  is  acceptable.  No   commitment  is  worthless,  regardless  of  what  they   say.
  6. 6. General  Guidelines • Every  experiment  should  have  a  possibility  of  being   proven  false   • Ask  objecDve  quesDons  that  measure  things,  not   opinions  (“how  much  are  you  willing  to  pay?”  is  a  crap   quesDon)   • Every  quesDon  you  ask  should  pass  the  “mom  test”   • Try  to  watch  out  for  people  “foaming  at  the  mouth”   • Ask  for  referrals  at  the  end  of  every  interview

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