BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov

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, [email protected]

mailto:[email protected]



Topics

1. Customer Development Overview

2. Getting to Problem - Solution fit

3. Customer Development Tools

4. Coping with Fear



Customer

DevelopmentOverview



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



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/

http://practicetrumpstheory.com/the-lean-stack/

http://www.businessmodelgeneration.com/

http://spark59.com/



Problem -

Solution Fit



Finding the X



Segments: Demography vs. Need

Bildquelle:http://leanentrepreneur.co/market-for-square-hat

http://leanentrepreneur.co/market-for-square-hat



Jobs To BeDone*

Bildquelle: https://www.flickr.com/photos/sudeep1106/2741152406/, http://www.flickr.com/people/23178876@N03

http://www.flickr.com/people/23178876@N03

https://www.flickr.com/photos/sudeep1106/2741152406/



Build Measure Learn

Source: http://startuplessonslearned.blogspot.com

http://startuplessonslearned.blogspot.com/



Why making small steps?

Source: http://leanentrepreneur.co/illustrations

http://leanentrepreneur.co/illustrations



Customer Experience Cycle

Source: https://www.flickr.com/photos/intelfreepress/

https://www.flickr.com/photos/intelfreepress/



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



MVP-Technik – Mystery / Teaser



MVP-Technik – Consierge



Coping with

AwkwardnessInspiration and techniques on how to make small steps



GOTB – out of comfort zone?

comfort

zone

Getting out of the building

(This is where the magic happens)

Source: http://pixabay.com

http://pixabay.com/



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

https://www.flickr.com/photos/psd/9104280608/

https://openclipart.org/detail/189024/rejection-ideogram-by-libberry-189024



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



Secret hormon weapon

Source: www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are

http://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are



Customer

Development

Founders Institure

18. june 2015

© Anton Skornyakov, [email protected]

mailto:[email protected]



BackUp



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



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



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’

BEFI 18 Jun 2015 Research and Customer Development: Anton Skornyakov

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