This is a presentation by Chris Zobrist for entrepreneurs in HCMC, Vietnam on June 25, 2011.

1. How To Turn An Idea
Into A Real Business
Opportunity
Làm Thế Nào Đẩy Ý Tưởng
Thành Cơ Hội Kinh Doanh Thật Sự
czobrist@cal.berkeley.edu

2. Customer Discovery
Process
Quá Trình Phát Triển Khách Hàng

3. 4 STEPS – 4 BƯỚC
State your
Find the Problem
Tìm hiểu Vấn Đề Hypothesis
Định Hình Giả Thuyết
Test your
Create Solutions
Sáng Tạo Giải Pháp Hypothesis
Kiểm Tra Giả Thuyết

4. ProblemèOpportunity
Khó KhănèCơ Hội

5. Start with the problem to
get to the opportunity
Bắt đầu với khó khăn để dẫn đến
cơ hội

6. Step 1: Find the Problem
Using
Brainstorming
Bước 1: Tìm hiểu vấn đề

7. What is a !
Brainstorm?
Động Não là gì?

8. Three Phases of Brainstorming!
Phase 1 – As a team, come up with as
many ideas as possible!
!
No critical, negative, or !
analysis in this phase!

9. Three Phases of Brainstorming!
Phase 2 – Team evaluate/discuss to get the
most suitable answer, for example:!
– Best potential to execute!
– Most feasible/practical!

10. Three Phases of Brainstorming!
Phase 3 – Team agrees on what is the
best choice and moves forward.!

11. Activity 1: Practice Brainstorm!
Luyện tập Động Não

12. !
Think of as many uses for a
chair as you can!
#
#
#
#
Nghĩ về những ứng dụng của một cái ghế
nhiều nhất có thể#

13. For example:!
!
!
!
!
!
!
!
!
You can sit in it!

14. You can use it as a weapon!

15. !
Take 2 minutes to
brainstorm individually!
!
Dành 2 Phút để Tự Động não#

16. !
Letʼs share our ideas to see
how many ideas we can
create as a group…!

17. Good job!
Now, letʼs Brainstorm the Problem!
Bây giờ chúng ta cùng Động não về vấn đề#

18. Activity 2: Take 1 minute to
individually brainstormproblems
for people who use motorbikes
Dành 1 phút để xác định
vấn đề cho người đi xe máy

19. Form a team of
2 people
Lập một nhóm gồm 2 người

20. Take 5 minutes to
discuss problems.
Choose the most interesting
problem for your team to
solve and write it down
Dành 5 phút thảo luận các vấn đề để chọn
qua vấn đề hấp dẫn nhất mà nhóm muốn
giải quyết

21. Step 2: Create Solutions
Bước 2: Sáng tạo giải pháp

22. Activity 3: Take 3
minutes to brainstorm
solutions to the problem
you identified!
Dành 3 phút để động não về giải pháp

23. Take 6 minutes to
discuss and evaluate.
Find the best solution.!
Dành 6 phút để thảo luận và
đánh giá

24. Take 2 minutes to
decide on your
team’s solution &
write it down
Dành 3 phút để quyết định chọn 1
giải pháp của nhóm và viết nó ra.

25. Great! J
You re half-way there!
Tuyệt! Các bạn đã đi được nữa
chặng đường!
J

26. But remember,
ideas are just hypothesis
(Hypothesis = Guess)
Nhưng ý tưởng chỉ là Giả Thuyết
Giả Thuyết = Phán đoán

27. Step 3: State Your Hypothesis
Bước 3: Định hình Giả Thuyết

28. Activity 4: (see handout)
• Product Hypothesis
• Customer Hypothesis
• Problem Hypothesis

29. For example…
My product is:
“underwater motorbike”

30. Product
Hypothesis
A
short
list
of
basic
Features
and
Benefits
of
your
Product.
Product Features Product Benefits
• Can drive underwater • Can drive/cross
• Can prevent water go rivers
to engine • Can work in flooded
street/area

31. Customer
Hypothesis
Use Keywords to describe each group of
customers your business provides value to and
whether they are a User, Payer, or Both.
Customer Segments Customer Types
• People who live in Q2 • User/Payer
and must cross the river
to Q1 • User/Payer
• Government worker who
rescue people in flood
areas • User
• People who live in flood
areas

32. Problem
Hypothesis
State the specific problems experienced by your
customers and how each feature of your product
addresses them.
Customer Problems Key Features
• Want a new way to cross • Must work 100%
river underwater
• Need a motorbike that can • Must be able to work in
run 100% in flooded area flooded area
• Need someone to rescue in • Must be able to carry 2 or
case of heavy flood more people

33. Good job! J
We re almost done!
Giỏi lắm! Các bạn gần như sắp
đến đích rồi! J

34. But the most important step is
next, are you ready?
Nhưng bước quan trọng nhất còn ở
phía trước, bạn đã sẵn sàng chưa ?

35. Step 4: Test Your Hypothesis
Bước 4: KiỂM TRA Giả Thuyết

36. How?

37. Get out of the building and talk to
potential customers
Rời khỏi văn phòng và nói chuyện với
những khách hàng tiềm năng thật sự

38. Why?

39. Because most start-ups fail…
not due to a bad
product…
…but due to lack of
customers

40. Ok, so how do we
test our hypothesis?
Vậy nên Làm thế nào chúng ta
kiểm tra giả thuyết ?

41. Get out of the building
and talk to 50 potential
customers
Nói Chuyện với 50 Khách hàng
tiềm năng.

42. It s not going to
be easy, but
starting a new
business never
is…
Điều đó không hề dễ dàng,
nhưng bắt đầu một công ty
mới chưa bao giờ dễ cả …

43. But if you use the
following 5 rules,
you’ll become very
good very fast.

44. Rule #1 Use Screening Questions –
Simple Yes/No questions you use to
identify customers

45. For example:
For “underwater motorbike”
Screening Questions:
1) Do you drive a motorbike?
If yes...
2) Do you live in an area that floods?
If yes, then test next hypothesis

46. Activity 5: Write Screening Questions
Write 2 Screening Questions for your
idea, and prepare to share them with
the class.

47. Rule #2 Start by talking to
Friendly First Contacts (FFC)
Bắt đầu với Mối quan hệ thân thiết

48. Your Friends/Bạn bè Family/ Gia Đình
Start with
who
you
know
Mentors Teachers
Giáo Viên
Người đỡ đầu
Classmates/ Bạn cùng lớp

49. Rule #3 Look for Innovators – People
who like hearing about new things
Tìm đến Người đổi mới – Người luôn
muốn lắng nghe những điều mới mẻ

50. Rule #4 Get referrals– ask your FFCs to
introduce you to new contacts in person,
by phone, or e-mail
Lấy lời giới thiệu – Yêu cầu Mối quan hệ thân thiết
của bạn giới thiệu bạn với những mối quan hệ mới qua
gặp gỡ, điện thoại hoặc email

51. Rule #5 Prepare a good
introduction – Stop Selling, Start
Listening
Chuẩn bị một bài giới thiệu ấn tượng
Dừng Bán – Tập Lắng Nghe

52. First Customer Contact
Customer Is this contact in one of your
Screening customer segments?
Yes No
Describe the problem Can they introduce
in detail, do they exp- Problem Customer
someone may be a
erience this problem? Hypothesis Referral
potential customer?
Yes No
Solution What solutions Problem What are the most important
Exploration currently exist? Exploration problems to the customer?
Solution What would an ideal solution be?
Hypothesis How much time, money, or effort would this solution save?
Solution What features are most important?
Features How much would they be willing to pay for this solution?

53. Customer Contact Questions
Customer
Screening
Problem
Hypothesis
Solution
Exploration
Solution
Hypothesis
Solution
Features

54. For example:
“Underwater Motorbike”
Customer Do you drive a motorbike? If yes…
Screening Do you live in an area that floods?
Problem Do you ever get stuck and can’t drive in
Hypothesis the street because of floods?
Solution What do you do when you are stuck with
Exploration flood but must go out due to emergency?
Solution What if you could drive your motorbike
Hypothesis through flooded areas?
What if you could add a simple device to
Solution
your motorbike that could allow you to drive
Features through floods safely, would you use it?

55. Activity 6: Write Down Your
Customer Contact Questions
Customer
Screening
Problem
Hypothesis
Solution
Exploration
Solution
Hypothesis
Solution
Features

56. Learning from Customers
Maybe you will learn…
• Can’t find any customers!
• Customers don’t have the problem
you’ve identified, or think it’s not
important enough to need a solution
• Customers tell you about more
important problems
• Your proposed solution already exists

57. If so, GREAT!!! J
You’ve saved yourself
from wasting time on
a non-problem!

58. The “Pivot”
Entrepreneurs never give
up, but they are also flexible
and know when to Pivot
Pivot = a slight change in
direction

59. Entrepreneurs Know When to…
Find the Create State Your Test Your
Problem Solutions Hypothesis Hypothesis
PIVOT

60. Final Activity:
Practice Customer Contact

61. Finding Opportunities
in the Real World!

62. What you
are good at
Knowledge +
Experience

63. What you
were born to do
Interest +
Passion

64. What you can
earn money from
Network +
Innovation

65. Target 3 Things
What you Interest & Knowledge &
What you
were Passion Experience
are good at
born to do
Networks &
Innovation
What you can
Earn money from

66. Case Examples in
Vietnam

67. What’s Next?
Develop
Find the Create State Your Test Your
Business
Problem Solutions Hypothesis Hypothesis
Model
PIVOT

68. Next Workshop:
How to develop an innovative
business model
Buổi đào tạo sắp tới:
Làm thế nào phát triển một mô hình kinh
doanh đổi mới

69. What is
www.sif-vn.com

70. What is
www.startup.vn

71. THANK YOU
FOR YOUR ATTENTION!
Contact: czobrist@cal.berkeley.edu
CẢM ƠN
VÌ ĐÃ THEO DÕI!

72. Further Reading:
Four Steps to the Epiphany
by Steve Blank
Khuyến cáo đọc thêm:
Four Steps to the Epiphany
Tác giả : Steve Blank