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Customer

Development
Founders Institure
18. june 2015
Anton Skornyakov, anton@skornyakov.de

Topics
1. Customer Development Overview
2. Getting to Problem - Solution fit
3. Customer Development Tools
4. Coping with Fear

Customer
Development
Overview

Stages of Customer
Development
Iteration

Execution

Validate your
Identify a repeatable
hypothesis on
& scalable
problem & solution
business model

Customer
Discovery

Customer
Validation

Pivot

Scale your sales

Professionalize the
whole organisation

Customer
Creation

Company
Building

Product-Market-Fit

Lean Canvas
1. product risks
2. customer risks
3. market risks
Unique Value
Proposition

Key Metrics

Unfair Advantage

Customer Segments

Channels

Existing Alternatives

Early Adopters
High-Level Concept

Cost Structure

Source: http://practicetrumpstheory.com/the-lean-stack/
Lean Canvas

Revenue Streams

Lean Stack by Spark59.com

Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons

Solution

Attribution-Share Alike 3.0 Un-ported License.

Problem

Problem Solution Fit

Finding the X

Segments: Demography vs. Need

Bildquelle:http://leanentrepreneur.co/market-for-square-hat

Jobs To Be
Done*

Bildquelle: https://www.flickr.com/photos/sudeep1106/2741152406/, http://www.flickr.com/people/23178876@N03

Build Measure Learn

Source: http://startuplessonslearned.blogspot.com

Why making small steps?

Source: http://leanentrepreneur.co/illustrations

Customer Experience Cycle

Source: https://www.flickr.com/photos/intelfreepress/

Customer Development Interview Template


Segment/Customer:
Hypothesis

Customer fits into the above segment


Customer has a problem / pain /
passion:
Job to get done with 5 Top Outcomes
Customer responds to solution (higher
level)
Customer will be satisfied with the
following functionality
Customer will become aware of the
product by

Customer will want to learn more when

Customer will trust the product when

Customer will make the final buying


decision when

Result

MVP-Technik Mystery / Teaser

MVP-Technik Consierge

Coping with
Awkwardness
Inspiration and techniques on how to make small steps

GOTB out of comfort zone?


comfort
zone

Getting out of the building


(This is where the magic happens)

Source: http://pixabay.com

Why so many dont #GOTB?

Rejection

Unknown
Hard Work

Source: https://openclipart.org/detail/189024/rejection-ideogram-by-libberry-189024, https://www.flickr.com/photos/psd/


9104280608/

Make it easier for you


Interview with a partner: And get more objective results
Offer something in return: coffee & cake, consulting,
evangelist status
Create a template for your interview, e.g:
Hello, I am [your name], and Im researching the [your
industry] market. When speaking with [target customers], I
often hear they face difficulties with [problem1/problem2/
problem3]. Do any of these sound familiar to you?

Secret hormon weapon

Source: www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are

Customer
Development
Founders Institure
18. june 2015
Anton Skornyakov, anton@skornyakov.de

BackUp

Stages of Customer
Development
Iteration

Execution

Validate your
Identify a repeatable
hypothesis on
& scalable
problem & solution
business model

Customer
Discovery

Customer
Validation

Pivot

Scale your sales

Professionalize the
whole organisation

Customer
Creation

Company
Building

Product-Market-Fit

Customer Funnel Hypothesis-Experiments


Hypothesis

Customer Feeling

KPI

Growth engine

Passion

Referal

Satisfied

Engagement

Hopeful

First valuable action

Convinced

Revenue

Trusting

Registration / LOI

Intrigued

Paying Attention

Awareness

Visit / Contact

MVP, Product

Conversion Funnel

Channel

Customer Funnel Hypothesis


Segment:

The customer got in this state,

Passionate

Satisfied

Hopeful

Convinced

Trusting

Intrigued

Aware

because company did

Resulting in customer doing:

As measured by