27. Customer Segments - Goal
• Who experience a similar need
• To whom you could deliver your solution at
similar cost
• And who would buy it at similar price
28. Jobs
People don’t buy quarter inch drills, they buy quarter inch holes
Functional Social Emotional
29. Cost Structure Revenue Streams
Key Partners Key Activities
Key Resources
Value Proposition Customer Relationship
Channels
Customer Segments
An Ecommerce Company Business Model
34. Ask open ended questions
Don’t put words into peoples mouth
Don’t pitch your idea, instead talk about their life
Ask about specifics in the past instead of generics or
opinions about the future
Talk less and listen more
5 why technique
Listen to non verbal clues
35. Suresh is working on an idea which helps parents to rent toys on
subscription model. He has heard about Lean Startup and plans
to interview parents for which he meets his friend Ramesh who
is a parent of 5 year old boy.
Example scenario
From the following slides check if the questions are asked correctly
36. Suresh questions - “ Hey Ramesh I am working
on idea of renting toys through subscription.
What do you think about the idea ?”
Ramesh Answers: “This is a pretty cool idea, in
fact I was looking for something like this because
toys are too expensive”
37. Suresh: “Would you buy a product that solved
this problem for you ”
Ramesh: “Sure why not”
38. Suresh: “OK tell me How much would you pay
for this”
Ramesh: “ I don’t may be few 100 Rs or 1000 Rs”
39. Ramesh “ In general I don’t buy unless I can
experience, If you have an offline store then I
check it out and rent it”
Suresh : “That’s great to know I will definitely
take this up”
40. Ramesh: “Sounds great I love this ”
Suresh thinks : “Looks like have a positive
customer”
41. Ramesh : “Brilliant let me know when it
launches”
Suresh: “Looks like I can start getting revenue”
42. Ramesh: “Couple of people I can introduce
when you are ready”
Suresh: “My marketing problem is also solved“
43. Good interviews may lead to
Permission to contact again
Clear next meeting
Intro to decision maker
Commitment to run trial
Pre purchase
44. Apply following filters while preparing interview
questions
• Confirmation Bias Filter – Are you framing questions just to
confirm what you believe
• Remove Idea Filter – Are you communicating your idea
while interviewing
• Can't Lie Filter – Are you framing question in a way that
answer could be a lie
• Opinion Filter – Are you framing question in a way that
opinions are elicited
• False Positives Filter – Are you framing question in a way
that answers can lead to a false positive response
Who has that problem? How big of a problem it is?How much they're willing to pay for the solution, in some way, shape, or form? In other words--how painful is this problem for them?What can we create that is going to solve this specific problem?
YOUR GOAL IS TO FIND A HOMOGENEOUS GROUP OF TARGET CUSTOMERSidentifying groups of customers that are similar enough that the same product or service will appeal to all of them
When customers become aware of a job that they need to get done in their lives, they look around for a product or service that they can "hire" to get the job done. This is how customers experience life.if you are trying to create better product, you will find out how to create a better drill, but you have to create a better quarter inch holeanalyze the job not the product
Truth is our goals, questions are our tools Ask them to walk through a last time when they faced this problemFind out how do they currently deal with itHow big is the problem“Anybody will say your idea is great if you annoy them for long enough”Ask about their life Ask about specifics in the past (“Talk me through last time you had this….” Tell me about how you play with your kids Concrete fact about customer livesSolid Commitments Not opinions False positives create heartbreak and waste in Build Measure Learn cycleCommitment is the best signal Give money If not atleast conversation advance
Don’t ask question that allow people to lie The measure of usefulness of an early customer conversation is whether it givesus concrete facts about our customers' lives and world viewsAsk about specifics in past and not generics and opinions about future. Don’t ask for easy confirmation
Don’t ask question that elicit an opinion. Instead “How much money does this problem cost you what is cost of not having a solutionIs there a budget for this ”“Who else I should talk to ?”
This is an example strong false positive “In general” are indicators of generics and hypothetical
Stalling tactic does not convey informationNo commitment is a bad indicator
Compliment + stalling tactic = they don’t care
( Is there a valid reason it cant be now ?)Lead you into a false positive