College 4 (Marcel Kuiper)

Cursus Productmanagement!

Marcel Kuiper www.devereenvoudiger.nl

De Vereenvoudiger Innomics Startup bootcamp / Innoleaps SNSReaal IG&H Management Consulting Universiteit Utrecht

Customer Discovery What is the problem and who is the customer?

Marcel Kuiper

Utrecht 2016

Develop technology /

product

Create Marketing

Position

Create Sales Plan

Bring to Market

How do you create a blockbuster new product?!

IDEA

Average 17%Dr.RobertCooper.“DoingitRight.”[email protected] 25%AbbieGriffin.“DriversofNewProductSuccess.”[email protected].

59%

Dr.RobertG.Cooper.“DoingItRight.”[email protected] 77%

Frost&Sullivan.“GrowthProcessToolkit:NewProductDevelopment.”2008 0.3%Frost&Sullivan.“GrowthProcessToolkit:NewProductDevelopment,”2008. 1%AndrewCampbellandRobertPark.“StopKissingFrogs.”HarvardBusinessReview.July-August2004.

1%

Dr.JohnSviokla.“TheCalculusofCommerce.”[email protected] 3%CorporateStrategyBoard.“StallPoints”1998.CitedinClaytonChristensenandMichalRaynor“TheInnovator’sSolu@on.”page5.

5%

AndrewCampbellandRobertPark.“StopKissingFrogs.”HarvardBusinessReview.July-August2004.

10%

KevinClancyandRandyStone.“Don’tBlametheMetrics.”HarvardBusinessReview.June2005. 10%CorporateStrategyBoard.“OvercomingStallPoints.”2006. 10%PricewaterhouseCoopers.“ShakingtheMoneyTree.”Slide33.USVentureLiquidity,2001-2007.Q32008.

11%

Product success….!

Develop technology /

product

Create Marketing

Position

Create Sales Plan

Bring to Market

How do you create a blockbuster new product?!

XXX X

Search Execution

Goal: Find a repeatable and scalable business

Goal: Execute on a given business, financial, and

operating plan

Two different worlds….!

Build, Measure, Learn!

In large companies, the mistakes just have additional zeros in them. Steve Blank

Search

Customer discovery

Customer validation

Pivot

Problem / Solution Fit Product / Market Fit

Steps to take….!

Functional!

Emotional!

Social!

Customer Jobs!

Exercise!

Grow a

Crop

Assess crops for revenue potential

Determine the soil

condition

Determine which

crops to grow

Prepare the soil

Plant the seed

Get the crop

established

Protect the crop

from weeds

Protect the crop from

severe weather

Ensure proper nutrition

Estimate crop yield

Identify crop

growth issues

Correct crop

growth issues

Correct soil

moisture levels

Prepare the crop

for harvest

Harvest the crop

Manage crop

residue

Condition the

harvest

Store the harvest

Assess crop yield

Assess crops for revenue potential

Determine the soil

condition

Determine which

crops to grow

Prepare the soil

Plant the seed

Get the crop

established

Protect the crop

from weeds

Protect the crop from

severe weather

Ensure proper nutrition

Estimate crop yield

Identify crop

growth issues

Correct crop

growth issues

Correct soil

moisture levels

Prepare the crop

for harvest

Harvest the crop

Manage crop

residue

Condition the

harvest

Store the harvest

Assess crop yield

Protect the crop

from pests

5. goal: get the entire job done

1.  customer perspective

2.  ideal job 3.  beginning

middle and end

4.  no solutions

6. action

Exercise:!!

Create your job map!

If your customer is everybody…!your customer is nobody!

Which customers do you talk with?!

Innovators

Early Adopters!

Early Majority

Late Majority

Laggards

16% 34% 34% 13,5%!2,5%

Innovation Adoption Lifecycle

Segment

Multiply

S P A

Size of the market Pay: How much will customers pay

Access: How much access do you have to the customers?

Overweight

1st marathon runner, joined training team

Supermodel

Bride before a wedding

1

1

1

2

3

3

3

3

2

1

2

2

6

3

6

12

ize ay ccess

Job: To lose weight

3 = Large 2 = Medium 1= Small

3= A lot 2 = Some 1 = A little

3 = Hours 2= Days 1= Weeks

Exercise segmentation 1: SPA Treatment!

SCALE Your Segments

S C A L E

Description

Segments3=2=1=

3=2=1=

3=2=1=

3=2=1=

3=2=1=

Overweight

1st marathon runner, joined training team

Supermodel

FitBit owners comparing apps on ProductHunt

Large Medium Small

Size of market

How much currency do they have?

A lot Some A little

How much do you want to serve this group for the next 5 years?

A lot Some A little

How much data do you have that they are trying to solve this problem?

A lot Some None

If the product were ready, how quickly could you get currency?

Days Weeks Months

2

1

1

2

3

3

3

3

2

1

2

2

1

1

2

1

1

2

2

3

12

6

24

36

Multiply

ize urrency ccess ove arly Adopter

Job: I want to lose weight

Exercise segmentation 2: SCALE!

Who should do customer interviews!

Preparing for an interview!

­  Learning Goal ­  Curiosity ­  Focus on Problems ­  Neutrality ­  Past or Present ­  Specificity

Quiz: Good question / Bad question!

Exercise: questions!

Search

Customer discovery

Customer validation

Pivot

Problem / Solution Fit Product / Market Fit

Experiment Minimum

Viable Product

Goal of a test!

Build Measure Learn

Focus on learning, not

growing or money

Fail Fast

Learn

Exercise!!

Formulate your hypothesis and!Brainstrom on experiments !

you want to run!

A landing page!

Exercise: BUILDING YOUR MVP!

Emotional design

Usable

Reliable

Functional

Emotional design

Usable

Reliable

Functional

This!

Not This!

Search

Customer discovery

Customer validation

Pivot

Problem / Solution Fit Product / Market Fit

Eric Ries, The Lean Startup

“!”!

The only way to win is to learn faster than anyone else.