Introduction to customer discovery
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Transcript of Introduction to customer discovery
![Page 1: Introduction to customer discovery](https://reader033.fdocuments.in/reader033/viewer/2022061616/55927f2c1a28abd2088b47b5/html5/thumbnails/1.jpg)
CUSTOMER DISCOVERYTHE BASICS THAT GET YOU GOING
Based on ‘The Customer Discovery’ video series by Steve Blank
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WHAT TO TEST?First the problem, then the solution
Hypotheses about:
• Customer archetype (detailed)• What could be a good MVP?• What are the needs?• Insights in the BMC blocks
Tons of interactions, fast-paced
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DEATH BY POWERPOINT / DEMOPowerpoint / demo:
• You talk, customer listens
• No information gathering
• Not 100%-fit time loss for customer
• Time-intensive
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DEATH BY POWERPOINT / DEMOInstead:
• You listen, customer talks
• Gather lots of information
Flexible subjects (but prepare!)
Can be short
Customer archetype insights
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DEATH BY POWERPOINT / DEMODemo / MVP / project description possible:
• In customer VALIDATION phase
• On customer request
• More feedback about product• No ‘sell’-alarm triggered
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TYPES OF QUESTIONSDid I understand correctly that …
Would something like X help you with Y?
What question should I have asked you?
Open-ended
Walkthroughs / descriptions
Try not to bias
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PRODUCT – MARKET FIT= holy grail!
Dilating pupils
Changing attitude
Breathing
Intonation
Is this for sale? Can we use this already?
WAW, that would be great and help us a lot!
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MULTIPLE PEOPLE INTERVIEWINGDecide the roles! Prepare!
Who is going to write?
Who is going to ask questions?
What is our goal?
Don’t interrupt!
Ask for extra input
Decide on signs
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PUBLIC INTERVIEWSStudent doing research for school works!
50% chance of success
1 – 2 questions / 3 minutes
May last longer, but don’t overstay!
Lots of short conversations
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CUSTOMER EMPATHYEmpathize with the customer
Understand your customer
Don’t act like a know-it-all
• more insights
• better understandings
• respect from customer more opportunities
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THE OTHER 85%Why are they different?
Why are there any outliers?
Other needs? Other business opportunities?
Spend equal amount on buy-in as buy-out
15%
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UNDERSTAND THE SALES PROCESSWho is your user? Your buyer? Your saboteur? Your recommender?
B2B often complex sales process
Impacts business viability!
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EXISTING VS NEW MARKETS
EXISTING MARKET
Customers know what they need
Competitors / alternatives
Comparison possible
Feature requests / improvements
NEW MARKET
More difficult customer discovery process
More focus on customer archetype than product
Deep knowledge of customer behavior needed
‘Day in the life’ and walkthroughs
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THE INTERVIEW
Pre-planning Interview Analysis
& insights
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PRE-PLANNINGCreate a list of 100 names in your customer segment
Aim for middle management
No surveys! Only face-to-face, Skype, Hangout or calls
Be ‘aggressive’
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PRE-PLANNINGMake appointment:
Call after 5 PM (no secretary)
‘Since you know this sector the best, we would like some feedback from you’
Ask 20 minutes, get 30
Stress their importance to you
Namedropping (if VC / incubator)
Informal location
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PRE-PLANNINGPreparation:
Do dry-runs
Design pass / fail tests
Think about open-ended questions
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THE ACTUAL INTERVIEWIntroduce yourself
Set the expectations right (learning, no selling)
Stress that they are important to you
Let conversation flow
Take picture of company / person
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THE ACTUAL INTERVIEWKeep a relaxed tone
No business card
Record the interview (ask first)
Take notes
Listen and enjoy
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BACK IN THE BUILDINGWhat is the meaning of this data?
Did the hypothesis fail / succeeded?
Communicate the learnings!
• Write a blog / report• Talk to the team (narrative)• Be open to ideas from within• Keep communicating
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WHEN ARE YOU DONE?You see a pattern
It becomes predictable
You keep hearing the same thing
Hypothesis failed? => Pivot
Hypothesis succeeded? => Move to next hypothesis
Product-market fit? => Move to customer validation
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PIVOTINGNot everything requires a pivot
Don’t pivot too quickly
Think about it for 72 hours
Start the process all over again (but keep the learnings)