Hiten Shah, KISSmetrics
-
Upload
theleanstartup -
Category
Technology
-
view
897 -
download
0
description
Transcript of Hiten Shah, KISSmetrics
Learn Faster with Customer DevelopmentKISSinsights Case Study
Hiten ShahThe Lean Startup SXSW • March 12th, 2011
Lean Startups are Built to Learn
• It’s all about learning and discovery
• Outlined by Steve Blank in Four Steps to the Epiphany
Customer Development
STOPCustomerDiscovery
STOPCustomerValidation
STOPCustomerCreation
STOPScale
Company
Pivot
Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.”
“
Original Hypothesis for KISSinsights
• What are they doing now?
• What are other tools leaving on the table?
• Who is involved?
• How frequent / severe is the pain?
• What else are customers complaining about?
What we wanted to learn...
• ~20 phone interviews (15 - 20 minutes each)
• 3 in-person user tests with paper prototypes
• 2 landing pages
• Hacky MVP on KISSmetrics.com
• 8 “alpha testers”
How we learned
What we learned!
• People are not doing customer research.
• They want private feedback and targeting.
• It requires developer involvement.
• It is a constant pain.
What we built.
• A freemium on-site customer feedback tool
• That involves an easy one-time install
• Which provides private customer feedback
• And easy to understand reporting.
Customer Development Tips
Get out of the building!
Our hypothesis is that ________________________________ people have a problem doing _______________________
Our hypothesis is that product manager typepeople have a problem doing effective customer research
Start with a Hypothesis
Talk about their problems, not your solutions.
Find the severe pain
Test your riskiest assumptions first