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Customer
Development
Luis Caro, PhD Solutions Ar...
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Encuesta de Satisfacción
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Ingrese el ...
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“More startups fail from a lack
of customers tha...
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© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
“We must learn what customers
really want, not w...
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
“The ability to learn faster than
your competito...
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
A process for discovering and validating your
cus...
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
The Learn-Build-Learn Cycle
Learn
Build
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
No
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
Customer Development
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
Customer Development
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
The Learn-Build-Learn Cycle
Learn
Build
© 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
Customer Development: Discovery
Starts before you...
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Customer Development
Overlaps and informs product...
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Product Market Fit
Value Proposition + Customer S...
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Sidebar: Markets
Consider:
• Market size
• Existi...
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How
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“There are no facts inside your building”
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Get out of the building.
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Customer
Development: Color
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Customer
Development:
Instagram
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Customer
Development: Juicero
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Customer
Development: Webvan
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Customer
Development:
AmazonFresh
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Interviews
Customer Development: Interviews
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Customer Development: Interviews
But be careful
I...
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Customer Development: Interviews
Pitfalls
• Not f...
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Customer Development: Interviews
Do you like it?
...
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Customer Development: Interviews
Can you describe...
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Customer Development: Interviews
Would you pay
fo...
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Customer Development: Interviews
What is this pro...
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Customer Development: Interviews
Characteristics ...
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Customer Development: Interviews
Characteristics ...
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Customer Development: Interviews
Would this fix i...
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Customer Development: Interviews
Can you describe...
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Customer Development: Interviews
What do you wish...
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Customer Development: Interviews
Who else should
...
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Customer Development: Interviews
Characteristics ...
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Customer Development: Interviews
What you’re tryi...
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Customer Development: Interviews
Best Practices
•...
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Customer Development: Interviews
Challenges
• It’...
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Good questions produce insight, not just data
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Customer Development: Validation
Other techniques...
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Customer Development: Validation
Pitfalls
• Waiti...
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Customer Development: Validation
Exit Criteria
• ...
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Customer Development: Validation
Validation
Custo...
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Customer Development: Amazon
lessons learned
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Customer Development: Amazon
Customer obsession
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Customer Development: Amazon
The PRFAQ
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Customer
Development: Amazon
Make
reversible
deci...
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Links
Four Steps to the Epiphany, by Steve Blank
...
Thank you!
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AWS Startup Day Bogotá - Customer Development

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AWS Startup Day Bogotá - Customer Development

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AWS Startup Day Bogotá - Customer Development

  1. 1. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved. Customer Development Luis Caro, PhD Solutions Architect
  2. 2. Mobile Q&A | Envía tus preguntas online Abra un navegador en cualquier notebook, tablet o teléfono celular. Aceda a slido.com Ingrese el código del evento : STARTUP ¿No tienes una pregunta? Vea las preguntas enviadas y vote por las mejores. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  3. 3. Encuesta de Satisfacción Abra un navegador en cualquier notebook, tablet o teléfono celular. Aceda a slido.com Ingrese el código del evento : STARTUP Evalúe el desempeño del presentador y el contenido de las presentaciones.
  4. 4. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved. “More startups fail from a lack of customers than from a failure of product development.” – Steve Blank
  5. 5. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
  6. 6. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved. “We must learn what customers really want, not what they say they want or what we think they should want.” – Eric Ries
  7. 7. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved. “The ability to learn faster than your competitors may be the only sustainable competitive advantage.” – Cindy Alvarez
  8. 8. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. A process for discovering and validating your customers, market, and solution.
  9. 9. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. The Learn-Build-Learn Cycle Learn Build
  10. 10. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
  11. 11. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. No
  12. 12. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development
  13. 13. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved.
  14. 14. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development
  15. 15. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. The Learn-Build-Learn Cycle Learn Build
  16. 16. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Discovery Starts before you build the solution Customer Validation Customer Discovery Customer Creation Company Building
  17. 17. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development Overlaps and informs product development Customer development Product development
  18. 18. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Product Market Fit Value Proposition + Customer Segment
  19. 19. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Sidebar: Markets Consider: • Market size • Existing vs. new markets • Nice vs low-cost entrant • Implementation obstacles • Capital requirements • Sales cycles
  20. 20. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. How
  21. 21. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. “There are no facts inside your building”
  22. 22. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Get out of the building.
  23. 23. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Color
  24. 24. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Instagram
  25. 25. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Juicero
  26. 26. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Webvan
  27. 27. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: AmazonFresh
  28. 28. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Interviews Customer Development: Interviews
  29. 29. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews But be careful Interviews
  30. 30. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Pitfalls • Not finding the right people • Not asking the right questions • Drawing the wrong insights • Demoing before you interview • Talking more than you listen
  31. 31. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Do you like it? Bad Question
  32. 32. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Can you describe your biggest challenge? Good Question
  33. 33. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Would you pay for this? Bad Question
  34. 34. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews What is this problem costing you? Good Question
  35. 35. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Characteristics of Bad Questions • Yes/no • Fails the doting parent test • Too vague • You-centric instead of customer-centric
  36. 36. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Characteristics of Bad Questions • Yes/no • Fails the doting parent test • Too vague • You-centric instead of customer-centric
  37. 37. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Would this fix it? Bad Question
  38. 38. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Can you describe how do you solve this currently? Good Question
  39. 39. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews What do you wish you could do? Good Question
  40. 40. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Who else should I talk to? The Kicker
  41. 41. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Characteristics of Good Questions • Work backwards from the customer • Open-ended • Elicit anecdotes • Reveal pain points
  42. 42. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews What you’re trying to capture • Either behavior or feedback, but not both at once • The nature of the problem first • Not what they want, but what they’re trying to solve
  43. 43. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Best Practices • Teams of two • One interview subject • Listen more than you talk • Talk to enough people to see trends • Be opportunistic • Capture everything
  44. 44. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Interviews Challenges • It’s hard • It’s often awkward • If you’re an engineer, it may feel particularly unnatural
  45. 45. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Good questions produce insight, not just data
  46. 46. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Validation Other techniques • Write a future press release • Advertise your non-existent product • Conference freeloading • Paper prototyping • Cold calling, cold emailing
  47. 47. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Validation Pitfalls • Waiting for perfect information • Amazon: Two way doors • Not expecting to get things wrong initially • Not changing quickly enough • The sunk cost fallacy • Treating it as a checkbox exercise
  48. 48. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Validation Exit Criteria • What are your customers top problems? • How much would they pay to solve them? • Does the solution you propose solve them? • Do customers agree? • Will they pay for your specific solution?
  49. 49. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Validation Validation Customer Discovery Customer Validation
  50. 50. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Amazon lessons learned
  51. 51. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Amazon Customer obsession
  52. 52. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Amazon The PRFAQ
  53. 53. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Customer Development: Amazon Make reversible decisions quickly. At Amazon we call these “two way door” decisions.
  54. 54. © 2019, AmazonWeb Services, Inc. or its affiliates. All rights reserved. Links Four Steps to the Epiphany, by Steve Blank http://bit.ly/blank-book The Lean Startup, by Eric Ries http://bit.ly/ries-book Lean Customer Development, by Cindy Alvarez http://bit.ly/alvarez-book The Mom Test, by Rob Fitzpatrick http://bit.ly/fitz-book
  55. 55. Thank you! © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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