With the Support of:
www.realstarters.com
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ICS 2014How to Build a Startup
Class 5
A Descubrir y Validar Nuestro ProductoCustomer Discovery
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INDEXPARTE 1• Dónde estamos?• Discovery• Preparación Entrevista
del Problema• Entrevista del Problema• Construir MVP v1
(Demo)• Entrevista de la Solución
PARTE 2• Status grupos• Propuesta de valor• Lista de Clientes
(Evangelistas)
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0_DÓNDE ESTAMOSQué hemos visto hasta ahora?
• Distintos caminos en la vida• Emprender el camino arriesgado• Por qué ahora?• Algunos Paradigmas (Dinero, Idea, etc)
Clase 1- Qué es Emprender
• Fallar en nuestra sociedad• La importancia de fallar temprano y seguido• Que es un MVP• Qué es un PIVOT
Clase 2- Miedo a Fallar
• Disruptive technology• Diferencia entre idea y oportunidad• Cómo generar y filtrar ideas• Ejecución & Canvas
Clase 3- Generar y Compartir ideas
• Framework de trabajo• Qué es y qué no es?• 4 pasos ; Discovery & Validation• Entrevistar a clientes
Clase 4- Ejecución, CustDev
• Cómo entrevistar a clientes• Entrevista del problema• MVP 1.0• Entrevista de la solución
Clase 5- Discovery
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1_DiscoveryBuild something that people want (important but not enough)
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INTRO TO DISCOVERYOVERVIEW
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“Build and they will come”
Los problemas son relacionados con el riesgo de desarrollo y distribución, NO ACEPTACIÓN DEL CLIENTE
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“Build and they COULD come”
Los problemas son relacionados con ACEPTACIÓN DEL CLIENTE Y ADOPCIÓN DEL MERCADO
CustDev
PIVOT
Discovery & Validation
• Do you have a problem worth Solving?– Hypothesis statements
• Business Model Canvas (input)
– Customer Interviews
• Preparation• Problem Interview• Solution Interview
• Have you built something customers want?– MVP Experimenting– Product/Market fit testing
Customer DiscoveryProblem / Solution Fit
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Discovery
• Meta: Comprobar que el producto resuelve un problema para un grupo identificado de usuarios
• Darnos cuenta si vale la pena solucionar este problema ($$)
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Discovery TasksA ensuciarse las manos y “salir del edificio”
Cust. Discovery tasks
Source: Ash Maurya, Running Lean, 2010
Task#1 Multiple Canvases(done)
Objective:– Document what is in our mind (hypotheses)– Document customer`s feedback on the
hypotheses we have (pivoting if necessary)– Common language
OBJECTIVE
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B.M. Canvas
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Lean Canvas
Task#2 Interviews Preparation (Done)
Objective:– Get ready to start interviewing real customers– Select first potential customers (in the market
segment you decided to attack)– First approaches to the customer channels– Decouple the problem from the solution and test
the problem before binding yourself to a solution
OBJECTIVE
• B2C: Find at least 10-15 prospects for a 2 weeks interview period (1 week)
• B2B: Find between 5-10 prospects for a 2 weeks interview period (1 week)
• These prospect customers will be used to test your business model canvas hypotheses
• Prioritize where to start (which customer in my segment is more interesting?)
TO-DO
Task#2 Interviews Preparation (Done)
• How to find prospects?1. 1 Degree contacts2. Ask for Intros3. Cold Calling, Emailing, LinkedIn4. Move around the Industry (e.g. Events, trade
shows, Meetups, etc)• Don’t be shy!
TIPS
Task#2 Interviews Preparation (Done)
Objective: – Know which problem is worth solving for the
customer (Talk to customers to understand their worldview before formulating a solution)
– We want to answer:• Customer Segments: Who has the pain? (Early
adopters)• Problem: What are you solving?
OBJECTIVE
Task#3 Problem Interview
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My magic phrase in every customer development interview
is ‘that’s interesting – tell me more'
Cindy Alvarez, Blogger, cindyalvarez.com
We will test top 3 hypothesis on:– Problem– Customer
Segments– Current problem
solutions
TO-DO
Task#3 Problem Interview
• Ask sufficient time (20-30 mins)• Use neutral location / prefer face to face• Do not record the customer• Use a script (flexible)• Document immediately
TIPS
Task#3 Problem Interview
Task#3 Problem InterviewTO-DO
Source: Ash Maurya, Running Lean, 2010
Objective: – Place the first attempt of our product/service’s
value proposition in front of the customer, in order to diminish the uncertainty around each hypothesis under test
– We use the term “demo” loosely to refer to anything that can stand in place for the actual solution
OBJECTIVE
Task #4 MVP v1.0 (Demo)
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Most customers are great at articulating problems, but not
visualizing solutions
RealStarters.com
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EXAMPLE
• Dot-com bubble 1990• First mover->fast (pushed by
investor, Amazon Strategy)• Business Model -> Groceries
delivery to your home within a 30mins window
• Larger dot-com flop in history
• Money spent > sales growth• NOT MVP!
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EXAMPLE
• Hypothesis: customers were willing and ready to buy shoes online
• Experiment: ask to take pictures of inventories in shoe stores and offered to buy them after selling them online
• Experiment designed for one question: is there already sufficient demand for a superior online shopping experience? -> YES
• This is an MVP
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Task #4 MVP v1.0 (Demo)
• Hypothesis: SME’s search for suppliers using search engines and are willing to buy If price is OK
• Experiment: open an Alibaba.com store and promote products + individual websites optimized for search (SEO)
• Experiment designed for one question: is there already sufficient demand for online sourced products from China?-> YES
• This is an MVP
• Make it look real• Internal vs. External
(customer) mockups• Simulate the customer’s
behavior• The mockup needs to be
quick to iterate
TIPS
Task #4 MVP v1.0 (Demo)
• The mockup needs to minimize on waste
• Each problem solved must be present in your MVP
• Use real-looking information (NOT lorem ipsum !!)
• THINK BIG, ACT SMALL!!
TIPS
Task #4 MVP v1.0 (Demo)
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Task #4 MVP v1.0…TOOLS!Web Apps
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Task #4 MVP v1.0…TOOLS!Web Apps
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DEMO Example
Task #5 Solution Interview
Objective: – Take our first product demo (MVP, draft, mockup,
etc) out to the real customer and achieve problem/solution fit.
– Answer the questions:• Solution: How will you solve these problems? • Revenue Streams: What is the Pricing Model?
OBJECTIVE
• Use old prospects + a few new ones
• We will test top 3 hypothesis on:– Solution – Channels– Revenue
Streams
TO-DO
Task #5 Solution Interview
TO-DO
Source: Ash Maurya, Running Lean, 2010
Task #5 Solution Interview
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Criterios de SalidaCuándo avanzamos a Validation?
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EXIT
1. Tenemos claros los problemas TOP del nuestro segmento– Cuánto estarían dispuestos a pagar para resolver estos
problemas?
2. Tenemos un MVP que soluciona estos problemas– Clientes están de acuerdo– Cuánto pagarían por esta solución?
3. Entendemos el día a día del cliente antes y después de nuestro producto
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2_FIRST PROJECT PRESENTATIONPreparation for class #7This is 20% of your grade, remember!
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What you must present
1. Start with your project’s value proposition (pitch)2. Process from your initial idea until now (all pivots
you made)– Follow chronological sequence of changes– Use the canvas to structure your presentation
(remember your pivots are based on each module of the canvas)
3. Show customer’s problem interview results4. Show the MVP v1.0 details
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Constraints & Tips1. 5 minutes, not more (we will have a clock!)2. Max. 10 slides3. Language: Initial pitch in English, rest could be in Spanish4. DEADLINE TO BE UPLOADED TO SLIDESHARE.NET AND
SHARED IN THE BLOG: MONDAY 16TH, 11:59 AM (DELAY WILL CAUSE LOWER GRADE!)
5. More images the better6. Practice your presentation, do not memorize it…You will only
make an awesome presentation by being sure about what you say
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Example
http://www.slideshare.net/sblank/the-startup-owners-manual-sxsw-11954724 (Starting slide 61)
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RESUMIENDO
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Resumiendo
Problem Interview
MVP
Solution Interview
Pivot-> Exit
Discovery
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PEDIDOS SEMANA #61. Realizar la entrevista del Problema a los
clientes seleccionados2. Postear resultados de la búsqueda de
prospectos en el blog3. Actualizar canvas en base a los resultados
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CLASS ACTIVITY
Class feedback
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