Identifying Your Customer

Identifying Your Customer
Coach Davender Gupta
Startup-Académie
www.startupacademie.com
June 11, 2014

Business is a system
A business is a system which :
•  creates value,
•  delivers value, and
•  harvests value,
enabling all of the stakeholders to
achieve what is most important to
them in the moment.
© 2014 Davender Gupta - www.startupacademie.com –
Tous droits réservés 3

What is a transaction?
… creating a bond
of TRUST between
myself and my client
to enable
an exchange of value
towards a win-win result

MY
Ideas
Passions
Needs
Dreams
Interests
Desires
RESOURCES
NO
MEANS
THE
PROFIT
ZONE
THEIR
Ideas
Passions
Needs
Dreams
Interests
Desires
NO
DEMAND
NO
PASSION

Trust
Degree to which
I perceive your values,
beliefs, priorities
and actions either
threaten or enhance
mine.

True or false?
l Everyone can benefit from my offer
l Everyone wants my offer
l Everyone is looking for my offer
l Everyone is ready to buy my offer
l Everyone will buy my offer because
it is so much better/faster/cheaper/
sexier than the competition

The truth…
Interest
Population
IndifferentHostile Interested
The truth is
that most
people are
indifferent or
even hostile to
your offer.

Strategy # 1 –
Find out what they want
Discover their
qualities
instead of their
demographics

Qualities
What do they want?
What is important to them?
What do they want to be?
Why do they want it?

Physiological (air, food, water)
Self-realization
Esteem from others
Health and security
Belonging
Self-esteem
Maslow’s Hierarchy of Needs©2006 Davender Gupta

Consumers want to move up
•  Essential needs
•  Ease, simplicity, speed
•  Ego, status
•  Entertainment, amusement
•  Peace of mind
The more they can move up,
the more value your offer has,
and the more they will invest.

Businesses focus on the base
-  Reducing costs
-  Reducing loss
-  Improving margins
-  Improving productivity
The more the impact of your offer
improves the survival of the business,
the more they are willing to invest.

Strategy #2 –
Find out their motivation
"Right Fit, Right Place, Right Time”
Look for the
decision trigger
when your customer is
asking the question
for which your offer is
the answer.

The Decision Trigger
The Decision Trigger is the
immediate situation in which
the person
is motivated to make a decision.

What is the customer trying to do?
What functional jobs is your customer
trying get done? (e.g. perform or complete
a specific task, solve a specific problem, ...)
What social jobs is your customer trying to
get done? (e.g. trying to look good, gain
power or status, ...)
What emotional jobs is your customer
trying get done? (e.g. esthetics, feel good,
security, ...)
What basic needs is your customer trying
to satisfy? (e.g. communication, sex, ...)

PAINS
and
GAINS

Feel Their Pain
© 2012 Davender Gupta - www.startup-academie.com
•  What does your customer find too costly?
•  What makes your customer feel bad?
•  How are current solutions underperforming for your
customer?
•  What are the main difficulties and challenges your
customer encounters?
•  What negative social consequences does your customer
encounter or fear? What risks does your customer fear?
•  What’s keeping your customer awake at night?
•  What common mistakes does your customer make?
•  What barriers are keeping your customer from adopting
solutions?

Understand Their Gain
•  Which savings would make your customer happy?
•  What outcomes does your customer expect and
what would go beyond his/her expectations?
•  How do current solutions delight your customer?
•  What would make your customer’s job or life
easier?
•  What positive social consequences does your
customer desire?
•  What are customers looking for?
•  What do customers dream about?
•  How does your customer measure success and
failure?
•  What would increase the likelihood of adopting a
solution?

A Day In The Life
How do these jobs fit into their day?
Where are the frictions?
What are the rewards?
Where are the triggers?

The Three Questions
•  What is most important to
them RIGHT NOW?
•  What is their vision of
success?
•  What is their motivation to
commit to a solution?
© 2012 Davender Gupta - www.startup-academie.com –

Conclusion
There are people who
recognize the value of
what you offer, who are
ready to commit, and
they are ready, willing
and waiting to meet you.

Let’s stay in touch
www.startupacademie.com
www.coachdavender.com
(Québec) 418 948-1553
(Montréal) 514 448-1894
coach@davender.com
Coach Davender Gupta, MSc
Venture Catalyst
Accélérateur d’entrepreneuriat
Startup-Académie

Identifying Your Customer

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