Kaarna idea lab - customer development 2014
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CUSTOMER DEVELOPMENT
KALEV KAARNA
IDEA LAB IN UNIVERSITY OF TARTU
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TARIKH KORULA (SEEN.CO)
Source: http://www.javelin.com/experiment-board.html
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?
?CUSTOMER
PROBLEM
SOLUTION
Exp. 1
RISKIEST ASSUMPTION
<30 YR OLD CONCERT GOER
TEST & MEASURE
TOO BUSY & BROKE TO KEEP UP
SEARCH ENGINE FOR FINDING
CONCERT VIDEOS
INTERVIEW:7/10
HOW BIG IS THE PAIN?
CARE ABOUT CONCERTS
THEY MISSED?
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RISKIEST ASSUMPTION
TEST & MEASURE
INTERVIEW:7/10
CARE ABOUT CONCERTS
THEY MISSED?
RESULTS
LEARNING
VALIDATE, DIVE DEEPER
THEY CARE, BUT STILL DO NOT
KNOW HOW BIG PAIN IS
Exp. 1
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WHO HAS BIGGER PAIN?CUSTOMER
PROBLEM
SOLUTION
Exp. 2
RISKIEST ASSUMPTION
18-24 YR+ ON SOCIAL MEDIA
+ MUSIC IS PART OF ID
TEST & MEASURE
CATCHIN UP ON SHOWS THEY MISSED
WILL THEY SPEND TIME ON CATCHING UP ON SHOWS
MISSED?
INTERVIEW:5/10
SEARCH ENGINE FOR FINDING
CONCERT VIDEOS
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RISKIEST ASSUMPTION
TEST & MEASURE
RESULTS
LEARNING
Only 1 INVALIDATED!
NOT PAINFUL ENOUGH
WILL THEY SPEND TIME ON CATCHING UP ON SHOWS
MISSED?
INTERVIEW:5/10
Exp. 2
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WHO HAS BIGGER PAIN?CUSTOMER
PROBLEM
SOLUTION
Exp. 3
RISKIEST ASSUMPTION
EVENT ORGANIZERS WHO SEEK SPONSORS
TEST & MEASURE
MANUALLY CREATING PDF’S FOR SPONSORS
EVENT ORGANIZERS WILL PAY FOR DATA
TEST SALE
AUTOMATE THEIR SPONSORSHIP
FOLLOWUP
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RISKIEST ASSUMPTION
TEST & MEASURE
RESULTS
LEARNING
VALIDATED!
NEXT STEP: PROVE IT ON WIDER SCALE
Exp. 3
EVENT ORGANIZERS WILL PAY FOR DATA
TEST SALE: 1 ORG WILL PAY 20USD PER PAGE
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RESULTS
• Angel investors gave money
• 80 000 unique visitors monthly
• 30-40 events summarized daily in June
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CUSTOMER
PROBLEM
SOLUTION
Exp. 1
RISKIEST ASSUMPTION
TEST & MEASURE
Exp. ..
RESULTS
LEARNING
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LESSONS LEARNED
Pick easier targets
• big pain (pain, gain, job done)• willingness to pay (pays for
alternatives)• minimal behavior change or does not
loose anything
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YOUR SOLUTION CAN BE…
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LESSONS LEARNED
Getting feedback is not easy
• customer is not going to the analysis job for you
• prefer “how” & “what” questions• let tell the story: how customer currently
solves the problem?• what problems they have? how often?
how big problem it is?• have customers searched for better
solutions? If not, why not? If yes, what have they found?
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LESSONS LEARNED
Customer development is a messy process
• are we validating a problem
• are we validating a customer
• are we validating a solution
• are we validating everything at the same time?
Possible solution: have an anchor
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LESSONS LEARNEDCustomer development is a messy process
Dumbledore tool & field
Psychology Bus tool
Funderful solution
Presenters feedback tool & field
Health Connect tool & general problem
Whatson general problem
Switch general problem
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HOW TO VALIDATE MY BUSINESS IDEA?
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1. ANALOGS AND ANTILOGS
• Google direct competitors and indirect alternatives
• Find good examples to copy (analogs) and bad examples to avoid (antilogs)
ACTION:
• Google individually (1-2 people)
• ask people to name analogs and antilogs
TIME TO SPEND: up to 1 HOUR
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2. SEARCH TEST
• Are people searching online for the solution?
• Google Adword Tool• Quora• Facebook groups• Forums, etc
ACTION: ask for help from others
TIME TO SPEND: up to 1 HOUR
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3. LIVE FEEDBACK
• Face-to-face interviews
• Phone or Skype or Hangout interviews
• Is there a problem? How often happens? • etc.
ACTION: conduct 5-15 interviews
TIME TO SPEND: at least 2 HOURS
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3. LIVE FEEDBACKUse our sponsor (350 employees)
Dumbledore HR
Psychology Bus HR
Funderful any alumnus
Presenters feedback sales
Health Connect ? any person/ ?client
Whatson ? any person
Switch ? client
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4. TEST SALE
• Facebook page or landing page (quickmvp.com/)
• sign-ups and e-mails• pre-payment or actual sale
• Sales portals: www.holvi.com (free online shop), www.cherry.ee (discount outlet), www.indiegogo.com (crowd funding)
• Test sale in person
• contract• pre-payment or actual sale
ACTION: Just do it!!!
TIME TO SPEND: at least 2 HOURS
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MATERIALS• steveblank.com/category/lean-launchpad/ (more cases)
• customerdevlabs.com/ (more tips!)
• www.leanstartupmachine.com (more videos)
• blog.javelin.com/ (more lessons learned)
• lmalmanza.wordpress.com/2013/02/26/the-first-steps-validation-board/ (more tips!)
Google keywords:
• Customer validation
• Validation board
• Lean startup