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Page 1: Teaching problem validation workshop

TEACHING PROBLEMVALIDATION

TEACHINGENTREPRENEURSHIP.ORG

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WHAT AREYOURPROBLEMS

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WHAT AREYOURPROBLEMS TEACHING PROBLEMVALIDATION?

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PLATFORMTOUR

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DOAN WINKEL

John J. Kahl, Sr. Chair of Entrepreneurship

John Carroll University

JUSTIN WILCOX

Founder, Customer Development Labs

Author, FOCUS Framework

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CUSTOMERS DON’T BUY

products

CUSTOMERS BUY SOLUTIONS TO

problems

Why Problem Validation?

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Why Problem Validation?

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WHAT AREYOURPROBLEMS TEACHING PROBLEMVALIDATION?

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Problem Validation

1.Buy-In2.Hypothesizing3.Discovery4.ConfirmationP

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Our QuestionE

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SDo you want them for your class?

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Problem Validation

1.Buy-In

PR

OB

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M

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Getting Buy-In

INVENTOR ENTREPRENEURVS.

Build things. Build thingspeople buy.

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Getting Buy-In

INVENTOR ENTREPRENEURVS.

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Getting Buy-In

INVENTOR ENTREPRENEURVS.

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CUSTOMERS DON’T BUY

products

CUSTOMERS BUY SOLUTIONS TO

problems

Entrepreneurs Know

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EX

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Problems. Not Products.

Origin Cases

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EX

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ERead Origin Story

- Design Conference in SF

- No affordable hotels

- Rent 3 Airbeds (plus breakfast) $80/night

- Others wanted to use the site

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EX

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Problems. Not Products.

Origin Cases

Big companies, start small

...and solve real problems.

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Problem Validation

1.Buy-In

PR

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M1.Buy-In2.Hypothesizing

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PR

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MIdea Generation

Problem Generation

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EHypothesizing

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HypothesizingE

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Problem Generation

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Problem ValidationP

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1.Buy-In2.Hypothesizing1.Buy-In2.Hypothesizing3.Discovery

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DiscoveryP

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Interviews1. Who to Ask2. How to Ask3. What to Ask

1. Who to Ask

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Who to Interview

Early Adopters

People seeking a solution to the problem

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EX

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Your Early Adopters

Discovery

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Design Conference Attendees

“I can’t find a hotel room for < $200”

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“I can’t find a hotel room for < $200”

Searches for hostels

Asks about room share on forum

Asks a friend about a place to stay

Tries couchsurfing

Stays far away and rents a car

Looks up rooms on craigslist

Asks about good hostels on Facebook

Asks about room share on forum

Posts on Couchsurfing for a room

Asks a question on TripAdvisor

Posts on craigslist about a room share

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DiscoveryP

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Interviews1. Who to Ask2. How to Ask3. What to Ask

1. Who to Ask

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Problem ValidationP

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1.Buy-In2.Hypothesizing3.Discovery

1.Buy-In2.Hypothesizing3.Discovery4.Confirmation

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ConfirmationP

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Problem isn’t validateduntil customers “pay” to solve it

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ConfirmationP

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Currency Test1. Marketing Channel2. MVP3. Success MetricsE

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Currency Test Template

Confirmation

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Design conference forums

Website to rent airbeds out in our apartment during design conference.

$80/night. Includes breakfast.

7/1/2017 7/15/2017

Revenue

$500

$200

Rent whole house

Raise price

Pivot to DevelopersEX

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Problem ValidationP

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1.Buy-In2.Hypothesizing3.Discovery4.ConfirmationE

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Our QuestionE

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Do you want them for your class?

4 OF 35$99/

student

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TEACHING PROBLEMVALIDATION

TEACHINGENTREPRENEURSHIP.ORG


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