powered by Monash What is Customer Development? Generator THE powered by
Jan 11, 2017
Hint… the right answer is CUSTOMERs
CustomerDevelopment=frameworkfor1. discovering&validatingtherightmarketforyour
idea2. buildingtherightproductfeaturesthatsolve
customers’needs3. testingthecorrectmodelandtacticsforacquiring
andconvertingcustomers4. deployingtherightorganisation andresourcesto
scalethebusiness
Startups don’t fail because they lack a product. They fail because they lack customers and a profitable business model.
Steve Blank
Is your problem worth solving?
• YoucanIDyourcustomers• Customershaveconfirmedtheywantitandarewillingtopayforit
• YoucandefinetheMVP• Customeriswillingtopay• Youcandelivertheproduct/servicethroughaprofitable(orsustainable)businessmodel
lean methodology
• Findaproblemworthsolving• Findapotentialsolution• Validatethatthesolutionworks• Validatethatthemarketwantsthesolution• Validatethebusinessmodel
hypotheses
• Customer/Problem• Product• Distribution&Pricing• DemandCreation• MarketType• Competitive
• Customer/Problemo Typesofcustomers/archetypesoMagnitudeoftheproblemo Visionarieso Adayinthelifeofacustomero Organisational impacto ROIjustificationo ProblemrecognitionoMinimumfeatureset
• Producto Featureso Benefitso Productdeliveryscheduleo Intellectualpropertyo Totalcostofownershipo Dependencyanalysis
• Producto Positioning&Differentiation
• CompetitionoWhoisoutthere?oWhyaretheyimportant?o Howdocustomersusethemtoday?oWhatdon’tcustomerslikeaboutthem?
• Facetofaceconversations• Don’tpitchyouridea,learnfromyourpotentialcustomers
• MEASUREyourresults
Customer interviews
Before you rock up to an interview…
• Knowwhatyouwanttolearn• Defineyourquestions
o Formulatetestablehypotheseso Clusterbytopic
template• Welcome,setthescene• What’sthebiggestchallengeyoufaceasa[relevantrole]?• When’s thelasttimeyou triedtosolvethatproblem?• Canyoutellmeaboutthelasttimethatproblemhappened?• Whyisitaproblemforyou?• Howdidyoufindyourcurrentsolution?• Whatisn’tidealaboutyourcurrentsolution?• I’mactuallyexploringasolution thi [problem].CanIfollowupwithyouifwefinda
viablesolution?• I’mtrying tounderstand thisproblemfromawiderangeofperspectives.Doyou
know1or2otherpeoplewhoarestruggling with[problem]thatImighttalkwith?
http://customerdevlabs.com/script/Checkoutthiscool,freeresource:
Good - bad • DoyouhaveaproblemaboutX?• Tellmeaboutx.
• Doyouthinkitisagoodidea?• Wouldyoubuyaproductwhichsolvedthisproblem?
• Howdoyoucurrentlydealwiththisproblem?• Talkmethroughthelasttimeyouhadthisproblem.
Good - bad
• Howmuchwouldyoupayforthis?• Howmuchmoneydoesthisproblemcostyou?
• Isthereabudgetforit?
• WhoelsecanItalkto?• IsthereanythingyouthinkIshouldhaveasked?
Analysing the results• Soundsgreat.Iloveit!• Brilliant– letmeknowwhenitlaunches!• Iwoulddefinitelybuythat!
• ThereareacouplepeopleIcouldintroduceyoutowhenyou’reready
• Wearespending$500/monthonthis
o theproductwiththehighestreturnoninvestmentversusrisko thesmallestthingyoucanbuildthatletsyouquicklymakeit
aroundthebuild/measure/learnloopo thesmallestthingyoucanbuildthatdeliverscustomervalueo theminimumproductthatyoucantaketomarketsuccessfully
(allowingastart-up togeneratepositivecashflow &fundfurtherdevelopmentwork)
GOAL=totestfundamentalbusinesshypotheses
Minimum Viable Product (MVP)
Validating your solutions
• Revisitinterviewees• Discusscurrentsolutions,flaws• Showmockups,interactivedemos• Getimprovementfeedback• Getthemtocommit(withoutahardsell)…oriterate
WANT TO KNOW MORE?GET IN TOUCH!
www.monash.edu/[email protected]/monashGENERATOR
7InnovationWalkAG01-04(ClaytonCampus)[email protected]