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Customer development for Big Data Solutions / Products


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Customer development for Big Data Solutions / Products

  1. 1. Big Data Solutions Customer Development Guide Vasyl Magora, Product Manager May 2018 Already known theoretical best practices peppered with some adjustments from real life
  2. 2. What’s the plan? ● Where to start? ● What’s the action plan? ● How to perform? ● What to expect? ● Recommended literature
  3. 3. Four-step process 1. Customer discovery first captures the founders’ vision and turns it into a series of business model hypotheses. Then it develops a plan to test customer reactions to those hypotheses and turn them into facts 1. Customer validation tests whether the resulting business model is repeatable and scalable. If not, founders should return to customer discovery 1. Customer creation is the start of execution. It builds end-user demand and drives it into the sales channel to scale the business 1. Company building transitions the organization from a startup to a company focused on executing a validated model
  4. 4. Warning! It is not “Abs just in 8 minutes” exercise...
  5. 5. Important You should have deliverables from every item in more or less details as an arguments for validation and further discussions. Any format works fine.
  6. 6. Hold on for a minute... Plan up front how you gonna organize gathered content.
  7. 7. Base line Use company mission and vision as main guide to define the direction. Have a clear understanding the “why” of the company existence. Have a clear understanding of general capabilities of company employees. ...are you sure that you know it? Is it described clearly somewhere? Something interesting here
  8. 8. Let’s perform some Customer Discovery Perform a research of existing Big Data case studies and use cases. Get the good understanding of current state of the market.
  9. 9. Customer Discovery Brainstorm problems that could be solved according to mission and vision of the company and with such skill sets. Prioritize. Brainstorm targeted audience that could have such problems. Prioritize (with separation on buyer and user persona): ● Ideal customer ● Customers with whom you do not mind to work ● Customers whose problems you will not solve Use these priorities for next action items
  10. 10. Customer Discovery Pick first with the most priority and move a little further... Customers have _______ problem Customers are willing to invest _______ to solve this problem Stakeholders involved in using/buying this product are ______ Partners involved in building/distributing this product are _ Resources required in building/servicing this product are ___ If customers did not buy/use our product, they would buy/use __ Once customers are using our product, they will gain _____ This problem affects our customers _______ Customers are already using tools like _______ Customer purchasing decisions are influenced by _______ Customers have [job title] or [social identity] This product will be useful to our customers because _______ Customers’ comfort level with technology is ___ Customers’ comfort level with change is ___ It will take _______ to build/produce this product It will take _______ to get X customers or X% usage
  11. 11. Customer Discovery All of that you performed in order to create the hypothesis that got clear enough message. Use existing content and knowledge to narrow down the hypothesis in form of press release with using Working Backwards approach. Look here and then here for guidance Perform short additional investigations in order to accomplish press release
  12. 12. Customer Discovery Before you move forward... Create the 30 second elevator speech for each hypothesis if you don’t have it in your press-release yet
  13. 13. Customer Discovery Create value proposition with using: Value Proposition Canvas Source for the information: ● Content created previously ● Interviews with targeted audience (Ideal customer) ○ Do not talk about your solution yet ● Interviews with sales and marketing, others ● Researches and reports though internet ● Feedback from previous customers Here's something short and could be helpful
  14. 14. Customer Discovery If you need a questionnaire for interviews with the targeted audience this one looks good to start with. Adjust questions accordingly to your needs. TIP: the main idea is to reproduce the vision of the world of the target audience and understand 1.where? 2.when? 3.why? 4.how? they should find you and 5.decide that they need what you are offering.
  15. 15. Customer Discovery Perform market and competitors analysis to find out how unique is your value proposition. Use this
  16. 16. Customer Discovery You need something with what you can go to your targeted audience to validate you hypothesis. Depends on you case it could be one of these: - The content created with help of sales and marketing - case studies - Use cases - The POC that you have created internally to demo them externally - The MVP that you have build with the team.
  17. 17. Customer Discovery And the last one... If you did everything good enough sales are able to create a sales or product funnel depends on the need in your case. Not on your own. CEO, sales and marketing. They should be involved necessarily.
  18. 18. Customer Discovery
  19. 19. Customer Discovery
  20. 20. Customer Discovery
  21. 21. Customer Validation What would be the measurements for your validation? ● the level of traction? ● the users with downloads that were converted to customers? ● the number of contracts signed per proposal? Define KPI's and use prepared from previous phase deliverables for validation. NOW GO GET SOME VALIDATION! You should have first numbers for sales forecast and business model creation.
  22. 22. Customer Validation Sales and marketing together with you should work on marketing and sales roadmap based on inputs that you have gathered on previous steps.
  23. 23. Customer Validation Create the business model canvas and fill it with already gathered info. Work with stakeholders from your company to get it done: ● CEO, sales, marketing, product managers, others that could help with that ● or perform additional researches to finish it up. Check this as a short intro or This as a more detailed one Make sure that your model is repeatable and scalable
  24. 24. Customer Creation Now you are prepared and ready to start the execution...
  25. 25. Customer Creation All KPI’s already prepared. Use existing metrics frameworks to help you better understand your consumers. Execute Customer Creation according to the prepared marketing and sales plan. Measure results.
  26. 26. Company Building Are you sure that your operations are ready to handle all these customers that gonna come up?
  27. 27. Company Building Create company scalability strategy for: ● Organizational scalability ● Operations scalability But if you are reading this presentation you don’t need a detailed information on company scalability yet, until you are done with the previous steps :)
  28. 28. Thank you!
  29. 29. Oops, I forgot...
  30. 30. Recommended literature ● Lean Customer Development ● Value Proposition Canvas ● Business Model Canvas ● Lean Start-up
  31. 31. Bye now...

Notas do Editor

  • This could be done in 1 hour sync up.
    Or forever to get this together.
  • This could be done in 1 day
  • This could be done in 1 day
  • This could be done in 1 day per hypothesis
  • This could be done in 1 day per hypothesis
  • This could be done in 1 hour per hypothesis
  • This could be done in 3 days per persona
  • This could be done in 3-5 days per hypothesis