Founder Institute - Lisbon Fall 2018 Customer Development - 2018-10-30 Presentation by Mentor Renata Cunha

2. “More startups fail from a
than from a failure of product development”
(stanford.edu)

3. How to identify real
target customers?
How to ensure they have a real
problem to solve?
How do you encourage them to be
interviewed?
Customer
discovery

4. • Mobile app to increase safety at residential buildings

5. • I had 5 different versions for the same
product/service
• No customer insight was used
• They couldn t list their 3 main competitors
• Team was not engaged on the value proposition

8. • BE PART OF THE PROCESS
• BE CAREFUL WITH BIAS
• If you have the opportunity, TALK
TO CUSTOMERS
• Internet is your ALLY
• Demographics + BEHAVIOUR
• Use COMMON EXPRESSIONS
• There is NO FORMULA for the
best approach: quali or quanti,
open questions, interview or
questionnaire
• Be SIMPLE and SHORT – less
questions and less mix of
models. 5 min to answer
• Be careful with PERSONAL
INFORMATION.
• DON T GIVE UP to listen your
customer
• IMPORTANT: How to read data

9. WHEN FORMULATING QUESTIONS…
Do you believe your family s safety is important?
Are you concerned with the violence that threats our
city?
For you, what is a “safe building”?
What is your main challenge as a building administrator?
What is the hardest/best part of your job?
WHEN CHOOSING YOUR SAMPLE…
Your stage:
• Very conceptual – Talk to people close to you : your friends, family, and friends of friends. Listen
what they say about your idea.
• Validating ideas – focus on customer profile – you can find them through friends, other partners,
associations and social network.
• Be careful when choosing your sample! Look at Personas!

10. • BE PART OF THE PROCESS
• BE CAREFUL WITH BIAS
• If you have the opportunity, TALK
TO CUSTOMERS
• Internet is your ALLY
• Demographics + BEHAVIOUR
• Use COMMON EXPRESSIONS
• There is NO FORMULA for the
best approach: quali or quanti,
open questions, interview or
questionnaire
• Be SIMPLE and SHORT – less
questions and less mix of
models. 5 min to answer
• Be careful with PERSONAL
INFORMATION.
• DON T GIVE UP to listen your
customer
• IMPORTANT: How to read data

11. PREMIUM
GYM
Triple A public
Artists and famous people
Wants privacy
COOKING
COURSE
Women with 35 years or more
Not working or with flexible time
Likes cooking and courses
LET S TALK TO PEOPLE THAT
WORK WITH THEM
LET S TALK TO THEM AT
SPECIFIC PLACES TOO

12. • BE PART OF THE PROCESS
• BE CAREFUL WITH BIAS
• If you have the opportunity, TALK
TO CUSTOMERS
• Internet is your ALLY
• Demographics + BEHAVIOUR
• Use COMMON EXPRESSIONS
• There is NO FORMULA for the
best approach: quali or quanti,
open questions, interview or
questionnaire
• Be SIMPLE and SHORT – less
questions and less mix of
models. 5 min to answer
• Be careful with PERSONAL
INFORMATION.
• DON T GIVE UP to listen your
customer
• IMPORTANT: How to read data