Hacking Customer Development for DC Lean Startup

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Patrick Vlaskovits

Overview of some Lean Startup and Customer Development Hacks by Patrick Vlaskovits

Tecnologia Negócios

Hacking #CustDev
DC Lean Startup Circle
Feb 21, 2012

Patrick Vlaskovits
@pv
hello@custdev.com
vlaskovits.com

Lean Startup Big Idea #1
The vast majority of startups fail NOT because
they couldn’t build a great product/technology,
but because no one wanted the product.

One of Steve Blank’s Big Ideas 

How many cycles through the B-M-L
loop, not time.  Eric Ries’ Big Idea

Lean Startup
Big Idea #2

Lean Startup Big Idea #3

“Not only are the market applications for
disruptive technologies unknown at the time of
their development, they are unknowable.”
-Clayton Christensen, The Innovator’s Dilemma

How to do it:
Lean Startup Meta-Rules & Framework
1) Question and Test Your
Assumptions
1a) Record them too!
2) “Get Out of the Building”
3) Do it again based on what you
learned. (Iterate)

BUZZWORD ALERT!

Sophisticated Variants of the ‘Smoke Test’

Traffic  MVT/Landing Page  Conversion

Learning about customers is a lot like fishing…

Source/Referral/Channel
Messaging/Positioning
Pricing/CAC
Conversion Rate

[Your competition] SUCKS!
Place online ads that say “[*insert your
competition here] sucks” that drive users of
a competitive product to a landing page for
lead generation for CustDev interviews.

PRO-TIP: Do UX review on their products.

Source: In Witness Protection Program

The Magic Wand
Ask the subject of your CustDev interview, “If
you could wave a magic wand, what would
you be able to do?”

Source: Cindy Alvarez
http://www.slideshare.net/cindyalvarez/kissinsi
ghts-customer-development-tactics

The Magic Word
Ask the subject of your CustDev interview for
“advice” and don’t sell.

Confuse to Clarify
Willfully mis-characterize a interviewee’s
opinion to elicit further response in order to
keep them talking and ensure you
understand their position.

Source: Sachin Agarwal

“Phone Support”
Upon sign-up for your application, ask if the
user wants free phone support. If they
affirm, prompt them for phone number and
name.

Source: Dan Martell

Best Practices: Concierge/“Manual”-ation

Now, what you got for me?

Original Post on CustDev Hacks here:
http://vlskvts.co/hhqEB7

Outside of Tech Startups

Why do you think it takes 6-8 weeks to get your !@$&&^$@! snuggie?

At the end of this preso…

If you take nothing
away from this preso –
take at least this away

Let’s try to avoid building things nobody actually
wants.

PDF
http://CustDev.com

Available on Amazon
as Paperback & Kindle
Reach out & say
hello@CustDev.com
@pv

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Hacking Customer Development for DC Lean Startup

1. Hacking #CustDev DC Lean Startup Circle Feb 21, 2012 Patrick Vlaskovits @pv hello@custdev.com vlaskovits.com

2. About Patrick - @pv

3. Lean Startup Big Idea #1 The vast majority of startups fail NOT because they couldn’t build a great product/technology, but because no one wanted the product. One of Steve Blank’s Big Ideas 

4. How many cycles through the B-M-L loop, not time.  Eric Ries’ Big Idea Lean Startup Big Idea #2

5. Lean Startup Big Idea #3 “Not only are the market applications for disruptive technologies unknown at the time of their development, they are unknowable.” -Clayton Christensen, The Innovator’s Dilemma

6. Developing Customers & Your Product

7. Customer Development

8. How to do it: Lean Startup Meta-Rules & Framework 1) Question and Test Your Assumptions 1a) Record them too! 2) “Get Out of the Building” 3) Do it again based on what you learned. (Iterate) BUZZWORD ALERT!

9. Minimum Viable Product

10. The Classic Smoke Test/MVP from 1975

11. Sophisticated Variants of the ‘Smoke Test’ Traffic  MVT/Landing Page  Conversion

12. Learning about customers is a lot like fishing… Source/Referral/Channel Messaging/Positioning Pricing/CAC Conversion Rate

13. Screenshots + LOI

14. “Ghetto Testing”

15. Off-Brand Apps & Sites

16. Browser Extension + Facebook

17. [Your competition] SUCKS! Place online ads that say “[*insert your competition here] sucks” that drive users of a competitive product to a landing page for lead generation for CustDev interviews. PRO-TIP: Do UX review on their products. Source: In Witness Protection Program

18. The Magic Wand Ask the subject of your CustDev interview, “If you could wave a magic wand, what would you be able to do?” Source: Cindy Alvarez http://www.slideshare.net/cindyalvarez/kissinsi ghts-customer-development-tactics

19. The Magic Word Ask the subject of your CustDev interview for “advice” and don’t sell.

20. Price testing without charging

21. Confuse to Clarify Willfully mis-characterize a interviewee’s opinion to elicit further response in order to keep them talking and ensure you understand their position. Source: Sachin Agarwal

22. “Phone Support” Upon sign-up for your application, ask if the user wants free phone support. If they affirm, prompt them for phone number and name. Source: Dan Martell

23. Best Practices: Concierge/“Manual”-ation

24. Kickstarter

25. Now, what you got for me? Original Post on CustDev Hacks here: http://vlskvts.co/hhqEB7

26. Outside of Tech Startups Why do you think it takes 6-8 weeks to get your !@$&&^$@! snuggie?

27. Restaurants?

28. At the end of this preso… If you take nothing away from this preso – take at least this away Let’s try to avoid building things nobody actually wants.

29. PDF http://CustDev.com Available on Amazon as Paperback & Kindle Reach out & say hello@CustDev.com @pv

Hacking Customer Development for DC Lean Startup

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