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8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Customer
Development
Founders Institure
18. june 2015
© Anton Skornyakov, anton@skornyakov.de
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Topics
1. Customer Development Overview
2. Getting to Problem - Solution fit
3. Customer Development Tools
4. Coping with Fear
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Customer
DevelopmentOverview
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Company
Building
Iteration Execution
Customer
Creation
Customer
Validation
Customer
Discovery
Stages of Customer
Development
Pivot
Identify a repeatable& scalable
business model
Validate yourhypothesis’ on
problem & solution
Scale your sales Professionalize thewhole organisation
Product-Market-Fit
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Lean Canvas
Problem
Existing Alternatives
Solution Unique Value
Proposition
High-Level Concept
Unfair Advantage Customer Segments
Early Adopters
Key Metrics Channels
Cost Structure Revenue Streams
Lean Stack by Spark59.com
L e an C anv a s i s a d a p t e d f r om T h e
B u s i n e s s M o d el C anv a s ( B u s i n e s s M o d el G en er a t i on. c om )
an d i s l i c en s e d un d er t h e C r e a t i v e C omm on s
A t t r i b u t i on- S h ar eA l i k e 3 . 0 Un- p or t e d L i c en s e.
Lean Canvas
1. product risks
2. customer risks3. market risks
Source: http://practicetrumpstheory.com/the-lean-stack/
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Problem -
Solution Fit
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Finding the X
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Segments: Demography vs. Need
Bildquelle:http://leanentrepreneur.co/market-for-square-hat
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Jobs To BeDone*
Bildquelle: https://www.flickr.com/photos/sudeep1106/2741152406/, http://www.flickr.com/people/23178876@N03
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Build Measure Learn
Source: http://startuplessonslearned.blogspot.com
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Why making small steps?
Source: http://leanentrepreneur.co/illustrations
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Customer Experience Cycle
Source: https://www.flickr.com/photos/intelfreepress/
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Segment/Customer:
Hypothesis Result
Customer fits into the above segment
Customer has a problem / pain /passion:
Job to get done with 5 Top Outcomes
Customer responds to solution (higherlevel)
Customer will be satisfied with thefollowing functionality
Customer will become aware of theproduct by
Customer will want to learn more when
Customer will trust the product when
Customer will make the final buying
decision when
Customer Development Interview Template
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MVP-Technik – Mystery / Teaser
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MVP-Technik – Consierge
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Coping with
AwkwardnessInspiration and techniques on how to make small steps
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GOTB – out of comfort zone?
comfort
zone
Getting out of the building
(This is where the magic happens)
Source: http://pixabay.com
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Why so many don’t #GOTB?
Source: https://openclipart.org/detail/189024/rejection-ideogram-by-libberry-189024, https://www.flickr.com/photos/psd/ 9104280608/
Rejection Unknown
Hard Work
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Make it easier for you
Create a template for your interview, e.g:
Hello, I am [your name], and I’m researching the [yourindustry] market. When speaking with [target customers], I
often hear they face difficulties with [problem1/problem2/
problem3]. Do any of these sound familiar to you?
Interview with a partner: And get more objective results
Offer something in return: coffee & cake, consulting,
evangelist status
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Secret hormon weapon
Source: www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are
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Customer
Development
Founders Institure
18. june 2015
© Anton Skornyakov, anton@skornyakov.de
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BackUp
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Company
Building
Iteration Execution
Customer
Creation
Customer
Validation
Customer
Discovery
Stages of CustomerDevelopment
Pivot
Identify a repeatable
& scalable
business model
Validate your
hypothesis’ on
problem & solution
Scale your sales Professionalize thewhole organisation
Product-Market-Fit
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Customer Funnel Hypothesis-Experiments
Awareness
Passion
Intrigued
Trusting
Convinced
Hopeful
Satisfied
Referal
Engagement
First valuable action
Revenue
Registration / LOI
Paying Attention
Visit / Contact
Growth engine
MVP, Product
Conversion Funnel
Channel
Hypothesis Customer Feeling KPI
8/21/2019 BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov
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Segment:
The customer got in this state, because company did Resulting in customer doing: As measured by
Passionate
Satisfied
Hopeful
Convinced
Trusting
Intrigued
Aware
Customer Funnel Hypothesis’