Post on 13-Feb-2017
“Customer Discovery"#StartupEssentials #Apremywww.UrySarabia.com @sarabiauwww.StartupEssentials.Co / www.Apremy.com ury@apremy.com
Global Entrepreneurship Summer School (GESS)Tec de Monterrey campus Santa Fé
México City
September 13th, 2016
urys
¡Add me!
Ury Sarabia
¡Add me!
9 / 10 Startups Fail
same applies to Business Models
#uncertainty
Current problem = lack of real world action
Pragmatical education = real world results
Facilitator Role
= Create/Deliver/Capture
VALUE
Why build a startup?
CUSTOMER-CENTRIC METHODOLOGIES
“Startups fail not because they aren’t able to create products/services, they fail because they can’t find customers for those products/services.
W h y d o n ’ t w e d e v e l o p customers before we develop products/services?”
Steve Blank
“No business plan/model survives the first contact with customers”
Steve Blank
Start-Up (Search)
Company (Execute)
vs
Steve Blank
#StartUp - #LeanStartupStartUp Organization in SEARCH of a REPEATABLE and SCALABLE business model.
Lean StartUp Startup focused in generating VALUE avoiding any kind of waste.
Lean Startup
Eric Ries
#ScientificMethodScientific Method
“ A m e t h o d o f p r o c e d u r e t h a t h a s characterized natural science since the 17th century, consisting in systematic observation, measurement, and experiment, and the formulation, testing, and modification of hypotheses.“
The Oxford English Dictionary
Business Model Canvas(BMC) Alexander Osterwalder
Business Model Canvas(BMC) Alexander Osterwalder
What do you know?VSWhat do you ignore?
Business Model Canvas(BMC) Alexander Osterwalder
?
?
? ?
?
? ?
? ?
“Whoever learns faster, wins”
Larry Lenihan
#Hypotheses
Customer + Problem
Evidence-BasedEntrepreneurship
“Get Out of the Building”
Steve Blank
#Validation #Laboratory
CUSTOMER VSUSER
CUSTOMER VSUSER
$$$
Business Model Canvas(BMC) Alexander Osterwalder
BA A
B
“Don't bite off more than you can chew”
#EarlyAdopters#Customer
#Hypothesis
#Problem #Hypothesis
#Problem #Hypothesis
¿?
#Solution #Hypothesis
• MVP = MVE
#Experimentation
“Whoever learns faster, wins”
“Whoever learns (from customers)
faster, wins”
Business Model Canvas(BMC) Alexander Osterwalder
EVIDENCES ONLY
Practical Tips for Customer
Development Interviews
1) One person at a time
2) Clearly set your goals and questions before getting out of the building
3) Distinguish and separate feedback from behaviour (from the customer)
4) Get excited about listening things you don’t wanna hear
5) Make the customer feel comfortable telling you what you don’t wanna hear
“Don’t build what nobody wants”
6) Make open ended questions
(you want answers to be stories)
7) Listen, don’t talk
8) Show interest, but don’t influence
9) Follow your intuition and dig in
Find the “Why” behing the “What”
10) Repeat and paraphrase to confirm you understood correctly
11) At the end of the interview, ask customer to refer you to other customers to talk to
DON’T FORGET!!! (Startups fail because they don’t find customers)
12) Write down your notes as soon as possible
13) Customers don’t know what they want. Make them talk about their problematic situations and their
behaviour. Avoid getting them talk about their emotions.
(Present and past stories on how they behave)
14) Make use of technology
14) Make sure you talk and listen to YOUR CUSTOMER!!!
What do you know?VSWhat do you ignore?
Business Model Canvas(BMC) Alexander Osterwalder
?
?
? ?
?
? ?
? ?
• Filter Question • Tell me about how is like when… • Describe the last time that happen… • How does that process work for you? • Have you tried several ways to do it? • Who makes the decisiones throughout
that process?
Exploration Questions Guide
Lean Startup
Eric Ries
SOCIAL EXAMPLE
“Technology is just a means to an end”
Ury Sarabia
Simulación
“Customer Discovery"#StartupEssentials #Apremywww.UrySarabia.com @sarabiauwww.StartupEssentials.Co / www.Apremy.com ury@apremy.com
Global Entrepreneurship Summer School (GESS)Tec de Monterrey campus Santa Fé
México City
September 13th, 2016
Thank you!!!
5 mins.
.com
Problems
Ideas
Design Thinking
Lean Startup
Start PointMethodologyClientology
(Startup Essentials & Apremy) Customers