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EIA2017Italy - Jana Kukk - Customer Validation

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EIA2017Italy - Jana Kukk - Customer Validation

  1. 1. CUSTOMER VALIDATION JANA KUKK
  2. 2. MAKE SOMETHING PEOPLE WANT. THAT’S THE FUNDAMENTAL PROBLEM. IF YOU DIE, IT’S PROBABLY BECAUSE YOU DIDN’T MAKE SOMETHING PEOPLE WANTED. Paul Graham, Investor, Co-Founder of Y-Combinator
  3. 3. Male Born in 1948 in the UK Married Very successful Wealthy Loves dogs Favorite place for a holiday – the Alps WHAT WOULD YOUR CUSTOMER WANT?
  4. 4. TEST EVERY ASSUMPTION BE PREPARED TO BE WRONG
  5. 5. CREATE VALUE FOR THE CUSTOMER
  6. 6. LAUNCHING THE PRODUCT IS THE MOST EXPENSIVE CUSTOMER RESEARCH YOU CAN DO
  7. 7. WHAT HAPPENS WHEN YOU DON’T VALIDATE? AMAZON 5B$ FAILURES
  8. 8. CREATE VALUE FOR THE CUSTOMER
  9. 9. HOW COULD I MAKE THE MILKSHAKE BETTER? so that you’d buy more of them
  10. 10. BUT WHY DO YOU ACTUALLY NEED A MILKSHAKE?
  11. 11. JOBS-TO-BE-DONE
  12. 12. LIFETIME USAGE: 12
  13. 13. HOW TO LOOK FOR THE RIGHT THING?
  14. 14. JOB-TO-BE-DONE FUNCTIONAL EMOTIONAL SOCIALPERSONAL
  15. 15. vs
  16. 16. strong evidence weak evidence short time to set up & conduct experiment long time to set up & conduct experiment selling “the real thing” in test markets wizard of oz testing co-creation with customers “anthropological ” observation www simulated sales A/B testing crowd funding pre-sales validation interviews with MVP-s tech prototypes with interviews discovery interviews with storyboards, etc. landing page and email collection experimental ad campaigns free form discovery interviews url tracking visual, fake, prototypes Google Trends customer online survey
  17. 17. VALIDATING ASSUPMTIONS TOOLBOX ETHNOGRAPHY INTERVIEWSURVEY
  18. 18. VALIDATING ASSUPMTIONS ETHNOGRAPHY NO INTERFERENCE IT’S ALL ABOUT INTERPRETATION TO RECORD THE BEHAVIOR AND CUSTOMS VARIATIONS: MOBILE ETHNOGRAPHY, NETNOGRAPHY
  19. 19. IF YOU WANT TO UNDERSTAND HOW A LION HUNTS DON’T GO TO THE ZOO. GO TO THE JUNGLE. JIM STENGEL CMO OF P&G
  20. 20. ETHNOGRAPHY ORALB ASSUMPTION: KIDS ARE JUST SMALLER HUMANS CUSTOMER OBSERVATION RESULT: MARKET LEADERSHIP FOR 18 MONTHS
  21. 21. ETHNOGRAPHY MAYO CLINIC ASSUMPTION: DOCTORS MOSTLY EXAMINE PATIENTS OBSERVATION: 10-15% EXAMINATION; 85-90% CONVERSATION RESULT: JACK & JILL ROOMS
  22. 22. ETHNOGRAPHY IKEA ASSUMPTION: FURNITURE SHOPPING IS STRESS OBSERVATION: PEOPLE GET ANNOYED ABOUT HALF-WAY THROUGH THE STORE, AROUND LUNCH TIME RESULT: IKEA RESTAURANT
  23. 23. Choose natural setting. Don’t interfere. Record what you see. Even if it seems insignificant. Formulate your questions to clarify observations. Interpret he results into your context. ETHNOGRAPHY TIPS
  24. 24. SOMETIMES YOU STILL NEED TO TALK TO PEOPLE
  25. 25. CUSTOMER IS ALWAYS RIGHT ABOUT WHAT HE NEEDS. CUSTOMER IS ALWAYS WRONG ABOUT HOW HE NEEDS IT.
  26. 26. ADOPT BEGINNERS MIND INTERVIEW TIPS 2 3 6 71 5 4 LISTEN MORE THAN YOU TALK LOOK FOR FACTS NOT OPINIONS ASK QUESTIONS THAT MAKE PEOPLE TALK SKIP THE SELLING/ CONVINCING LEAVE THE DOOR OPEN: REFERRALS IT’S NOT ABOUT YOU!
  27. 27. Ask open questions. “Why” can be perceived as hostile. Think of alternative wording. Use mirroring to make them tell you more. HOW TO MAKE THEM TELL YOU EVERYTHING?
  28. 28. HOW TO DESIGN YOUR SURVEY 1. Question wording and design. 2. Avoid causing survey fatigue. 3. Watch your language. 4. Check the order of the questions. 5. Ask only what is really necessary.
  29. 29. NEXT STEPS
  30. 30. SET YOUR MINDSET RIGHT EXPLORATION VS LOOKING FOR EVIDENCE TO CONFIRM YOUR ASSUMPTIONS
  31. 31. BE READY: PEOPLE WILL NOT WANT TO TALK TO YOU
  32. 32. TOMORROW’S FIELDWORK 1. PLAN YOUR OBSERVATIONS Where would you find your customer persona(-s)? How could you observe customers facing/solving the problem? 2. OBSERVE & RECORD Record what, when & how do your potential customers’ behaviour. Every little detail may end up as your product-market fit. 3. ANALYSE & DEFINE THE INTERVIEW QUESTIONS What customer behavior patterns that you have observed need clarification? How could you ask the questions to make people elaborate on their actions? 4. CONDUCT THE INTERVIEWS
  33. 33. THANK YOU

Notes de l'éditeur

  • What questions:
    Customer likes
    Customer profitable acquisition
    Unit economics
    Business model scalability

    All together – Product-market FIT
  • Siin slaidi juures peab rääkima mis teeb eksperimendist stong või weak evidenci
  • https://www.youtube.com/watch?v=tvkivmyKgEA

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