Introduction to customer discovery open workshop for avatech - Sep 2015

Introduction to Customer Discovery
@nedagolshan
August 2015
Avatech

‘If I had asked people what
they wanted, they would have
said faster horses.’
–Henry Ford

A man wakes up in the
morning, turn on the radio,
runs upstairs, turn on the
lights and kills himself.
Why?

Choose your Customers
• Start with the best smallest market
• How to choose a sub-segment:
• Why do they want it?
• Within this group, which type of this person would want it most?
• Would everyone within this group buy/use it, or only some of them?
Google The whole world PhD students
Ebay The whole world Collectors of PEZ dispensers
Evernote The whole world Moms sharing recipes

Find your customers
• What are these people doing?
• Where you can find them?
If you can not find them you will never advertise nor sell to them.

‫س‬ ‫این‬ ‫و‬ ‫میشن‬ ‫شبکه‬ ‫هم‬ ‫به‬ ‫کشور‬ ‫کل‬ ‫محبوب‬ ‫های‬ ‫طالفروشی‬‫ایت‬،
‫عالقمن‬ ‫صورت‬ ‫در‬ ‫و‬ ‫میذاره‬ ‫نمایش‬ ‫به‬ ‫رو‬ ‫اونا‬ ‫کارای‬ ‫ترین‬ ‫پرفروش‬‫به‬ ‫دی‬
‫بصو‬ ‫رو‬ ‫کاال‬ ‫صاحب‬ ‫گالری‬ ‫آدرس‬ ‫و‬ ‫اسم‬ ‫میتونین‬ ‫شما‬ ‫کاال‬ ‫یک‬‫رت‬
‫ت‬ ‫گالری‬ ‫خود‬ ‫از‬ ‫رو‬ ‫کاال‬ ‫و‬ ‫بگیرین‬ ‫سایت‬ ‫از‬ ‫رایگان‬ ‫و‬ ‫اتوماتیک‬‫کنین‬ ‫هیه‬!

Customer Exploration
6 golden rules of customer interviews:
#1 Test the riskiest assumptions first;
#2 Go for face-to-face interviews;
#3 Don’t record the interviews;
#4 Pick a neutral location (out of the comfort zone);
#5 Always have a script;
#6 Never lead the witness;

The Mom Test – What people Say
You: Mom, I have a business idea. Do you have 5 minutes?
Mom: Of course, dear
…
You: You like your iPad and use it a lot?
Mom: Sure, it’s great.
…
You: Would you buys a cookbook app?
Mom: I love cookbooks, sounds nice. Does it come with vegan
recipes? Or something special for Xmas?
…

The Mom Test – What people Think
You: Mom, I have a business idea. Do you have 5 minutes?
Mom: Of course, dear
• I’m prod of you and I don’t want to hurt your feelings
You: You like your iPad and use it a lot?
Mom: Sure, it’s great.
• I use it to check email on the sofa.
You: Would you buys a cookbook app?
Mom: I love cookbooks, sounds nice. Does it come with vegan recipes? Or
something special for Xmas?
• Well, I have plenty of cookbooks. I don’t need a computer in my kitchen- it might
get dirty! But hey, if my kind made it, I ‘ll try. App? I never brought an app. Don’t
you need to enter your credit card for that? Let me try to change the subject.

The Mom Test – How to do it right
You:
Mom, when have you last time used the iPad?
For what?
Have you ever used it in the kitchen?
Have you ever bought an app? Which? Why? For how much?
Do you use your cookbooks?
Is there anything you dislike about them?
What was the last cookbook you bought? When? Why?

Customer Interview
•your introduction
• their introduction
•problem ranking
• solution exploration
•a ‘Colombo’ question

Do you have a problem with ... ?
Do you have the ... problem?
WRONG

Tell me about ...
Talk me through ...
RIGHT

Do you think it’s a good
idea?
WRONG

Would you buy a product
which solved this problem?
WRONG

How are you currently
dealing with this issue?
RIGHT

Talk me through the last
time you had this
problem.
RIGHT

How much would you
pay for this?
WRONG

How much money does
this problem cost you?
RIGHT

Is there a budget for it?
RIGHT

Who else should I talk to?
RIGHT

‫پرسشنامه‬
1.‫دارین؟‬ ‫طال‬ ‫خرید‬ ‫فرآیند‬ ‫طی‬ ‫خاصی‬ ‫مشکل‬(‫مثال‬:‫قیمت‬-‫تنوع‬-‫پارک‬ ‫جای‬-‫کاری‬ ‫ی‬ ‫مشغله‬-‫و‬ ‫هوا‬ ‫گرمی‬)...
2.‫؟‬ ‫میکنین‬ ‫احساس‬ ‫رو‬ ‫نیازی‬ ‫طال‬ ‫خریدن‬ ‫و‬ ‫یافتن‬ ‫فرآیند‬ ‫طی‬(‫بود‬ ‫چیز‬ ‫فالن‬ ‫کاش‬ ‫بگین‬ ‫مثال‬ ‫که‬)!
3.‫تنو‬ ‫بتونین‬ ‫شما‬ ‫و‬ ‫کنه‬ ‫شبکه‬ ‫هم‬ ‫به‬ ‫رو‬ ‫کشور‬ ‫های‬ ‫طالفروشی‬ ‫برترین‬ ‫که‬ ‫باشه‬ ‫ای‬ ‫اینترنتی‬ ‫سایت‬ ‫اگر‬‫در‬ ‫ع‬
‫قیمت‬ ‫ی‬ ‫مقایسه‬ ‫با‬ ‫و‬ ‫کنین‬ ‫تجربه‬ ‫رو‬ ‫کشوری‬ ‫سطح‬،‫گالری‬ ‫از‬ ‫رو‬ ‫اون‬ ‫و‬ ‫کنین‬ ‫انتخاب‬ ‫رو‬ ‫نظرتون‬ ‫مورد‬ ‫طالی‬
‫خودتون‬ ‫شهر‬ ‫محبوب‬ ‫های‬(‫دیگه‬ ‫های‬ ‫شهر‬ ‫حتی‬ ‫یا‬ ‫و‬)‫کنین‬ ‫تهیه‬‫بخرین‬ ‫طال‬ ‫سنتی‬ ‫روش‬ ‫به‬ ‫هم‬ ‫باز‬ ‫میدین‬ ‫ترجیح‬ ،
‫چرا؟‬ ‫سیستم؟‬ ‫این‬ ‫با‬ ‫یا‬
‫سایت‬ ‫کارکرد‬ ‫ی‬ ‫درباره‬ ‫توضیحاتی‬:‫ست‬ ‫ساده‬ ‫خیلی‬!‫سایت‬ ‫این‬ ‫و‬ ‫میشن‬ ‫شبکه‬ ‫هم‬ ‫به‬ ‫کشور‬ ‫کل‬ ‫محبوب‬ ‫های‬ ‫طالفروشی‬‫پرفرو‬ ،‫ش‬
‫ر‬ ‫و‬ ‫اتوماتیک‬ ‫بصورت‬ ‫رو‬ ‫کاال‬ ‫صاحب‬ ‫گالری‬ ‫آدرس‬ ‫و‬ ‫اسم‬ ‫میتونین‬ ‫شما‬ ‫کاال‬ ‫یک‬ ‫به‬ ‫عالقمندی‬ ‫صورت‬ ‫در‬ ‫و‬ ‫میذاره‬ ‫نمایش‬ ‫به‬ ‫رو‬ ‫اونا‬ ‫کارای‬ ‫ترین‬‫ایگ‬‫سایت‬ ‫از‬ ‫ان‬
‫کنین‬ ‫تهیه‬ ‫گالری‬ ‫خود‬ ‫از‬ ‫رو‬ ‫کاال‬ ‫و‬ ‫بگیرین‬!
***‫چیه‬ ‫ما‬ ‫ی‬ ‫ایده‬ ‫شدن‬ ‫بهتر‬ ‫برای‬ ‫شما‬ ‫پیشنهاد‬‫؟‬***

Sounds great I love it!
BAD!
You’ve just learned that they are
human!

Amazing - let me know
when you launch!
BAD!
compliment + stalling = they don’t care

There are a couple of
people I can intro to -
when you’re ready.
Not that BAD!
Ask: ‘why not now?’

I would buy that for sure!
BAD!
Nobody can predict the future!

We are spending
$300/month on this!
GOOD!
Proof of real pain and budget assessment

Verify the Business Model
• Have we found a product/market fit?
• Who are our customers and how do we reach them?
• Can we make money and grow the company?

The Answers
• Get them on the Post-its (4*6 inches)
• Make affinity groups (yet keep the eye on the details)
• Or do whatever you are happy with

Introduction to customer discovery open workshop for avatech - Sep 2015

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Introduction to customer discovery open workshop for avatech - Sep 2015