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How to Get Your First Paying Customers - Grace

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Grace Ng

Grace Ng discusses strategies for obtaining initial customers while sharing her experience building an ed-tech company that scaled to 70 countries. She emphasizes the importance of formulating customer and problem hypotheses, testing assumptions, and iterating based on feedback while interested in ventures like a 3D animation platform. The document offers a structured approach to customer discovery and experimentation for startups.

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Grace Ng @uxceo How to Get Your First Customers
• Built an ed-tech company • Scaled to 70 countries • Taught 250K entrepreneurs • Multi-media artist working with brain activity, AR/VR, AI, blockchain, music, and fi lm • Now building Playhouse.ai 3D animation platform to decentralize Hollywood
Experiments Brainstorm here. When you’re ready, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: In order for hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. What are the assumptions that must hold true, for your hypothesis to be true? Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in quantifiable outcome. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! Experiments Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: In order for hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with difficult commute NYC Relying on products that use oil Understanding safety & time saving of Vespa People with difficult commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in quantifiable outcome. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING!
STEP 1: Who is the customer? De fi ne Your Customer Hypothesis
CUSTOMER
STEP 2: What is her problem? De fi ne Your Problem Hypothesis
PROBLEM • Must be speci fi c to the person! INCORRECT: • “People are not recycling” is not a problem someone has CORRECT: • “Forgets the day of the week for collection” • “Confused how to sort plastics” • Two similar but di ff erent problems
SOLUTION Do not de fi ne until the problem is validated Why? Because every problem has multiple solutions
STEP 3: What do you test? Plan your Experiment (MVP)
What must we learn? What are the Core Assumptions of our business? Assumption: A behavior, mentality, or action that needs to happen in order for hypothesis to be true.
What must we learn? Prioritize: Which Assumption is the Riskiest? The one that is most unknown, and crucial to the business
What do we build to test? 1.Exploration -> reproduce problem 2.Pre-Sell -> collect currency 3.Low-Tech Trial -> deliver customer expectation (Stages increase in cost of testing)
How do we measure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criterion
STEP 4?
GET OUT OF THE BUILDING!
STEP 5: What did you learn? Analyze Results
What happened? VALIDATED Brainstorm and test next RA (NOTE: if you validate with the wrong customers, it is not validated) INVALIDATED Pivot the hypothesis
Case Study
48 Hours
$100
Founders UX Help
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback
De fi ne Customers
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source
What to test?
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10
Extent of problem?
Avoid Leading Questions • GOOD: Who, What, When, Where, Why, How • BAD: Would you... Do you... • The more you ask someone to imagine something, the less you can trust their data
3 Point Interview 1. Have you ever [insert problem]? (context) 2. Tell me about the time you dealt with this problem? (story) 3. What’s your ideal solution for this? (solution)
How to Get Your First Paying Customers - Grace
Find out… 1. Level of pain? 2. Frequency of pain? 3. Have they done something to solve it themselves? To what extent?
Record Data
Javelin.com
Javelin.com
Find the Pattern Look for a Pattern
Javelin.com
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers hourly for help
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10
Landing Page
Will they pay?
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10
Seriously?
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot!
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60%
Pitch
No Backend
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere Started referring friends
Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60% Online platform is su ffi cient Concierge: 60% satis fi ed Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback
Low Tech Trial Customer Submits Request UX Designer gets email and submits feedback
Are they satis fi ed? Customer Submits Request UX Designer gets email and submits feedback
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere Started referring friends Online platform is su ffi cient Concierge: 60% satis fi ed 20% Iterate
Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere Started referring friends Online platform is su ffi cient Concierge: 60% satis fi ed 20% Iterate Wanted more function- ality
$100
Grace Ng @uxceo Thank You!

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How to Get Your First Paying Customers - Grace

  • 1. Grace Ng @uxceo How to Get Your First Customers
  • 2. • Built an ed-tech company • Scaled to 70 countries • Taught 250K entrepreneurs • Multi-media artist working with brain activity, AR/VR, AI, blockchain, music, and fi lm • Now building Playhouse.ai 3D animation platform to decentralize Hollywood
  • 3. Experiments Brainstorm here. When you’re ready, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: In order for hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. What are the assumptions that must hold true, for your hypothesis to be true? Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in quantifiable outcome. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING! Experiments Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: In order for hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with difficult commute NYC Relying on products that use oil Understanding safety & time saving of Vespa People with difficult commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Define the solution only after you have validated a problem worth solving. Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in quantifiable outcome. To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. Project Name: Team Leader Name: GET OUT OF THE BUILDING!
  • 4. STEP 1: Who is the customer? De fi ne Your Customer Hypothesis
  • 6. STEP 2: What is her problem? De fi ne Your Problem Hypothesis
  • 7. PROBLEM • Must be speci fi c to the person! INCORRECT: • “People are not recycling” is not a problem someone has CORRECT: • “Forgets the day of the week for collection” • “Confused how to sort plastics” • Two similar but di ff erent problems
  • 8. SOLUTION Do not de fi ne until the problem is validated Why? Because every problem has multiple solutions
  • 9. STEP 3: What do you test? Plan your Experiment (MVP)
  • 10. What must we learn? What are the Core Assumptions of our business? Assumption: A behavior, mentality, or action that needs to happen in order for hypothesis to be true.
  • 11. What must we learn? Prioritize: Which Assumption is the Riskiest? The one that is most unknown, and crucial to the business
  • 12. What do we build to test? 1.Exploration -> reproduce problem 2.Pre-Sell -> collect currency 3.Low-Tech Trial -> deliver customer expectation (Stages increase in cost of testing)
  • 13. How do we measure result? Decide on the weakest outcome you will accept as validation Called the Minimum Success Criterion
  • 16. STEP 5: What did you learn? Analyze Results
  • 17. What happened? VALIDATED Brainstorm and test next RA (NOTE: if you validate with the wrong customers, it is not validated) INVALIDATED Pivot the hypothesis
  • 20. $100
  • 22. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders
  • 23. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback
  • 24. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback
  • 26. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source
  • 28. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10
  • 30. Avoid Leading Questions • GOOD: Who, What, When, Where, Why, How • BAD: Would you... Do you... • The more you ask someone to imagine something, the less you can trust their data
  • 31. 3 Point Interview 1. Have you ever [insert problem]? (context) 2. Tell me about the time you dealt with this problem? (story) 3. What’s your ideal solution for this? (solution)
  • 33. Find out… 1. Level of pain? 2. Frequency of pain? 3. Have they done something to solve it themselves? To what extent?
  • 39. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere
  • 40. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers hourly for help
  • 41. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback
  • 42. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback
  • 43. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback
  • 44. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10
  • 47. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market
  • 48. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap
  • 49. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers
  • 50. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting
  • 51. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback
  • 52. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually
  • 53. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10
  • 55. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot!
  • 56. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established
  • 57. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers
  • 58. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting
  • 59. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback
  • 60. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback
  • 61. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60%
  • 62. Pitch
  • 64. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere
  • 65. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere Started referring friends
  • 66. Experiments xperiment. Customer Problem Solution Riskiest Assumption Success Criterion 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: GET OUT OF THE BUILDING! Boot- strapped startup founders Getting UX feedback No reliable source Interview: 6/10 Boot- strapped startup founders Getting UX feedback Virtual UX feedback Pay for virtual UX feedback Pitch: 8/10 UX Designers Getting clients for quick UX consulting Virtual UX feedback Will consult virtually Pitch: 8/10 Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback Give quick online feedback Pitch: 60% Online platform is su ffi cient Concierge: 60% satis fi ed Recent grad UX designers Getting clients for quick UX consulting Virtual UX feedback
  • 67. Low Tech Trial Customer Submits Request UX Designer gets email and submits feedback
  • 68. Are they satis fi ed? Customer Submits Request UX Designer gets email and submits feedback
  • 69. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere Started referring friends Online platform is su ffi cient Concierge: 60% satis fi ed 20% Iterate
  • 70. Solution Result & Decision Learning Riskiest Assumption Success Criterion Time Limit: 5 Min Time Limit: 10 Min pothesis: n will result me. mption: the least core to the hesis is... like: with # of ct a strong omers. GET OUT OF THE BUILDING! No reliable source Interview: 6/10 8/10 Persevere Friends. Classes. 2 paid UX designers for help Pay for virtual UX feedback Pitch: 8/10 10/10 Test 2nd side of market Don’t mind virtual at all. Price is cheap Will consult virtually Pitch: 8/10 0/10 Pivot! No! 5 yrs exp. Established Give quick online feedback Pitch: 60% 37/184 emails Persevere Started referring friends Online platform is su ffi cient Concierge: 60% satis fi ed 20% Iterate Wanted more function- ality
  • 71. $100