Workshop 1: Customer Development

1. That is a Good Question
Luis Caldas de Oliveira

2. CUSTOMER DEVELOPMENT
How to start?

3. What we want to avoid
Market
Your
solution
Costumer
Job or
Problem

4. Customer
Development
“A startups don’t fail
because they lack a
product; they fail
because they lack
customers and a
profitable business
model.”
Steve Blank

6. A Startup is an Experiment

7. Customer Development

8. Two Steps
Validate
the
problem
Validate
the
solution

9. CUSTOMER INTERVIEWS
What is a good question?

10. Ground Rules for Interviewing

11. Do you have a problem with X?

12. Tell me about X?

13. Do you think it’s a good idea?

14. Would you buy a product which solved
this problem?

15. How do you currently deal with this
problem?

16. Talk me through the last time you had
this problem.

17. How much would you pay for this?

18. How much money does this problem
cost you?

19. Who else should I talk to?

20. Good
Did or do
Don’t assume
Don’t ask for opinions
Let them speak about examples or experiences

21. The Mom Test
“Ask in a way that
your mother could
tell you that your
product is useless.
Without her
knowing.”
Rob Fitzpatrick

22. CUSTOMER FEEDBACK
What is this a good answer?

23. Sounds great. I loved it!

24. Brilliant, let me know when it
launches!

25. There are some people I can introduce
to you to, when you’re ready.

26. I would definitely buy that!

27. We are spending $500 per month on
this.

28. THE INTERVIEW
Am I ready?

29. Setup
We are looking
for expert
feedback
We are
conducting a
survey
Ask open
questions
Let them
speak
Let them be
the expert (act
naïve)
Do it in person

30. Take Notes
No laptop or tablet
Index cards or sticky notes
Write exact customer phrases
Use icons
Ask for further introductions

31. THE INTERVIEW GAME
Am I ready?

32. New Ice-cream
Business Idea
Team 1
Ice-cream lovers
Team 2
Ice-cream
startup founders
Team 3
observers

33. Tour Guide
Business Idea
Team 1
Travelers
Team 2
Tour guide
startup founders
Team 3
observers

34. Tutoring
Business Idea
Team 1
Parents
Team 2
Tutoring
startup founders
Team 3
observers

35. LESSONS LEARNED
What am I taking home?

36. What have you learned?

38. Obrigado