SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides

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Know your advantage?Product, Distro (supply), Sales/Marketing (demand), Business Model, etc.

Failure feedback loop engineered at the core.Build systems and processes that fail a magnitude faster (and then again).

 You must break one or two “rules”, but you can’t breakall rules.If you follow all the conventional wisdom; you’re dead already. But denyingall logic is worse.

Attack a big space.Give yourself a lot of room to specialize but still have a big problem to solve.

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Favorite feature...that’s your product. Joshua Schachter.

Simplify.

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WHAT HIGH SCHOOLFRESHMAN CAN TEACHYOU ABOUT PRODUCT

DEVELOPMENT

Originally: Nov 29 2006

Revised: January 11, 2008

VP MESSENGER > CEO, XOBNI JEFF BONFORTE

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVETECHNOLOGY ADOPTION CURVE

Innovators3%

Early Adopters12%

Early Majority35%

Late Majority35%

Laggards15%

ACCEPTED WIZDOM MISSES THE UNDERLYING CUSTOMER NEEDS

Dif usion of Innovationby Everett Rogers, 1962

      P      R      O      V      E

      R      B      I      A      L   C   H   A   S   M

Crossing the Chasmby Geof rey Moore, 1991

Applications &Features

vs.

Needs andEmotions

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVE

sellingfeatures

1000songsinyourpocket 

belong

Bepartoftheincrowd.

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVETHE EMOTIONAL ADOPTION CURVE

      P      R      O      V      E

      R      B      I      A      L   C   H   A   S   M

The Lovers

The Irrational The Efcient The Laughers The Comfortable

PRODUCTS NEED TO FOCUS ON THE EMOTIONAL DRIVERS FOR CONSUMERS

HORMONALANGRYSCAREDLONELY

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVERATIONAL vs. IRRATIONAL

NOTHING LIKE AN OVER REACTION

HORMONALANGRYSCAREDLONELY

The Irrational The Efcient The Laughers The ComfortableThe Lovers P      R      O      V      E

      R      B      I      A      L   C   H   A   S   M

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVETHE EMOTIONAL ADOPTION CURVE

PRODUCTS NEED TO FOCUS ON THE EMOTIONAL DRIVERS FOR CONSUMERS

HORMONALANGRYSCAREDLONELY

The Irrational The Efcient The Laughers The ComfortableThe Lovers P      R      O      V      E

      R      B      I      A      L   C   H   A   S   M

7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides

http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 9/18EVERY MONTH, OUR TELCOs SEND US A REMINDER OF WHY WE HATE THEMWITH HINDSIGHT, IT WAS SO OBVIOUS

The Angry22%

Efcient25%

The Laughers35%

The Comfortable15%

The Lovers3%

      P      R      O      V

      E      R      B      I      A      L   C   H   A   S   M

VOICE

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http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 10/18IF ONLY WEBCAMS COST A LOT MORE ;)UH-OH. WHERE’S THE HATE?

The Efcient35%

The Laughers35%

The Comfortable15%

The Lovers3%

      P      R      O      V

      E      R      B      I      A      L   C   H   A   S   M

The Angry?%

WEBCAM

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http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 11/18THIS DOESN’T LOOK GOODMY WHAT A LARGE CHASM YOU HAVE

The Efcient35%

The Laughers35%

The Comfortable15%

The Lovers3%

      P      R      O      V

      E      R      B      I      A      L   C   H   A   S   M

The Angry?%

WEBCAM

7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides

http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 12/18HOW LONG IS THIS GOING TO TAKE, AND WHO CARES?THAT LOOKS A BIT BETTER

The Efcient?%

The Laughers?%

The Comfortable15%

The Lovers3%

      P      R      O      V

      E      R      B      I      A      L   C   H   A   S   M

The Angry?%

WEBCAM

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVECLIMBING MASLOW’S PYRAMIDAND HERE I THOUGHT I WAS A GENIUS FOR FIGURING THIS OUT

source: http://en.WikiPedia.org/wiki/Maslow_pyramid

breathing, food, water, sex, sleep, homeostasis, excretion

security of body, employment, resources,

morality, family, health or property

friendship, family, sexual intimacy

self-esteem, achievement,

confidence, respect of or by others

morality,creativity,

spontaneity,

problem solving,

lack of prejudice,

acceptance of factsAspire

Esteem

Belong

Secure

Survive

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVE4 TAKE AWAYSRELATED BUT NOT EXACTLY

source: http://en.WikiPedia.org/wiki/Maslow_pyramid

Aspire

Esteem

Belong

Secure

Survive

1.“Base” emotions drive behaviorchanges best, so seek out a wayto appeal to the mostanimalistic emotions

2.Aspirational emotions make usfeel good about ourselves

3. Sex sells, always

4. Environmentalism works bestwhen you appeal to survival,security and pocketbook ratherthan “the good of others”

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVEWHAT DO THE CUSTOMERS WANT?FUNDAMENTAL EMOTIONS DRIVE BEHAVIOR CHANGES

SurviveSecure  Employment

FamilyBelong

  CommunicateExpress

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVEEMOTIONS I AM LOOKING FORINSERT YOUR PRODUCT’S CONSUMER RELIEF HERE TO SEE HOW STRONG IT IS

“I’m sick and tired of [insert problem you solve]”

Loneliness / Abandonment

Social OutsiderSexual Deprivation

Greed

Anger/Vengeance/Bitterness

Peer Pressure Jealousy

Ignorance

Immediate Survival

Homogeneity helps (see KOREA)

Frustration - Resentment

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ANGRYPEOPLE!

EMOTIONAL ADOPTION CURVEWHO WE LOVE TO HATESOME OF OUR TOP FRUSTRATIONS

Taxes MONEY

Banks / Credit Cards MONEY

Telcos & Cable Co. MONEY

Healthcare Providers SURVIVAL + MONEY

Gov’t Services (DMV, DPT, TSA, MTA) TIME + MONEY

The Others (Religion, Race, Culture) INSECURITY

Airlines MONEY & TIME

Lawyers MONEY & TIME

Our Inbox TIME

Microsoft TIME

The Opposite Sex SURVIVAL & IDENTITY

The Man  JUSTICE

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Chapter 35