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Customer Development Steve Blank Stanford - School of Engineering U.C. Berkeley - Haas School Of  Business www.steveblank....
I Wrote This
I Write a Blog  www.steveblank.com
Early-Stage Ventures
What’s A Startup? Scalable Startup Large Company Transition <ul><li>Business Model found </li></ul><ul><li>i.e. Product/Ma...
Startups  Search and Pivot Scalable Startup Large Company Transition <ul><li>Business Model found </li></ul><ul><li>i.e. P...
Startups Search,  Companies Execute Scalable Startup Large Company Transition <ul><li>Business Model found </li></ul><ul><...
How Do Startups  Search  For A Business Model? <ul><li>The Search is called Customer Development </li></ul><ul><li>The Imp...
Customer Development
More startups Fail from  a  Lack of Customers   than from a Failure of Product Development
<ul><li>Then why do we have: </li></ul><ul><li>process to manage product development? </li></ul><ul><li>no process   to ma...
Product Development Model Concept/ Seed Round Product Dev. Alpha/Beta Test Launch/ 1 st  Ship
Tradition – Hire  Marketing Concept/ Seed Round Product Dev. Alpha/Beta Test Launch/ 1 st  Ship Product Development <ul><l...
Tradition – Hire  Sales Concept/ Seed Round Product Dev. Alpha/Beta Test Launch/ 1 st  Ship Product Development <ul><li>Cr...
Tradition – Hire  Bus Development Concept Product Dev. Alpha/Beta Test Launch/ 1 st  Ship Product Development <ul><li>Crea...
Tradition – Hire  Engineering Concept Product Dev. Alpha/Beta Test Launch/ 1 st  Ship Product Development <ul><li>Create M...
Two Startup Fallacies <ul><li>Assumes  customer  problem  is known </li></ul><ul><li>Assumes engineering  solution is know...
Consequences <ul><li>Sales and Marketing  costs are front loaded </li></ul><ul><li>Execution </li></ul><ul><li>Announcemen...
Conundrum <ul><li>Processes to manage product development </li></ul><ul><li>No processes  to manage  customer  development...
An Inexpensive Fix <ul><li>Test  Customer/Market  Hypotheses </li></ul><ul><li>Use an  Engineering Process for Unknowns </...
Customer Development Concept/ Bus. Plan Product Dev. Alpha/Beta Test Launch/1st Ship Product Development Customer   Develo...
Customer + Agile Development Agile Development + Customer   Development Company Building Customer Discovery Customer Valid...
Key Ideas <ul><li>Tests unknowns  in Business Model </li></ul><ul><li>Parallel  process  to Product Development </li></ul>...
<ul><li>Stop selling, start  listening </li></ul><ul><li>Test  your  hypotheses </li></ul>Customer Discovery Customer Disc...
Hypotheses <ul><li>Problem/Need </li></ul><ul><ul><li>Magnitude </li></ul></ul><ul><ul><li>Organizational impact  </li></u...
Discovery:  Exit Criteria <ul><li>Customers  top  problems ? </li></ul><ul><li>Product  concept  solve them ? </li></ul><u...
Customer Validation Customer Discovery Customer Validation Customer Creation Company Building <ul><li>Repeatable and scala...
Earlyvangelists Budget Put Together  a Solution out of Piece Parts Actively Looking  For a Solution You Know  They Have A ...
Customer Validation:  Rules <ul><li>Sales roadmap, not sales staff </li></ul><ul><li>No sales staffing until the roadmap i...
Customer Development is a Search for a  Business  Model
The  Search  for a  Business Model <ul><li>No Business Plan survives first contact with customers </li></ul><ul><li>A Busi...
Emphasis On  Hypotheses Testing
Startups  Continually Pivot  (Iterate)
Validation:  Exit Criteria <ul><li>Draw your business model ? </li></ul><ul><li>Understood  sales cycle  & sales roadmap? ...
Customer Creation <ul><li>Creation comes after proof of sales </li></ul><ul><li>$’s for scale </li></ul><ul><li>Lean Start...
Customer Creation  Big Ideas <ul><li>Grow customers  from few to many </li></ul><ul><li>Positioning </li></ul><ul><li>Laun...
Sidebar Market Type
Product Introduction Conundrum <ul><li>Product introductions aren’t  predictable </li></ul><ul><ul><li>Why? </li></ul></ul...
Three Types of Markets <ul><li>Type of Market changes EVERYTHING </li></ul><ul><li>Sales, marketing and business developme...
Type of Market Changes Everything <ul><li>Market </li></ul><ul><ul><li>Market Size </li></ul></ul><ul><ul><li>Cost of Entr...
Three Types of Markets <ul><li>Existing  Market </li></ul><ul><ul><li>Faster/Better = High end </li></ul></ul><ul><li>Rese...
Company Building Customer Discovery Customer Validation Customer Creation Company Building <ul><li>(Re)build company’s org...
What VC’s Don’t Tell You: The  Transition Scalable Startup Large Company Transition Search Build Grow
What VC’s Don’t Tell You: The  Transition – Founders Leave Scalable Startup Large Company Transition <ul><li>Founders depa...
Thanks www.steveblank.com
Backup
So What Does Engineering Do?
Traditional Product Development Unit of progress: Advance to Next Stage Problem:  known Solution:  known Waterfall Require...
Agile Unit of progress: a line of working code Problem:  Known Solution:  Unknown “ Product Owner” or  in-house customer  ...
Product Development at Lean Startup Unit of progress: validated learning about customers ($$$) Problem:  Unknown Solution:...
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Hypotheses <ul><li>Problem/Need </li></ul><ul><ul><li>Magnitude </li></ul></ul><ul><ul><li>Organizational impact Introduction to Customer Development at the Lean Startup Intensive at Web 2.0 Expo by Steve Blank

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Hypotheses Problem/Need Magnitude Organizational impact ROI Justification Problem Recognition Pricing Revenue Model Pricing Demand Creation Market Type Existing New Resegment Customer Archetype(s) A Day in the Life Distribution Channel Sales Cycle/Ramp Channel strategy Organization Map Demand Creation Product Minimum Feature Set Dependency Analysis Benefits Intellectual Property Total Cost of Ownership

Veröffentlicht in: Business
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