Decidedly beta- and non-final version of a talk on Customer Development given at the Jul 9th UXCampLondon unconference. Final version will form part of the Customer Development Game session at Agile 2011 in August at Salt Lake City.

1. The Customer
Development Game
(beta)
Adrian Howard
adrianh@quietstars.com
@adrianh

2. Hands up if you are…

3. Today’s buzzwords
•Agile
• Customer Development
• Lean Startup

4. I Agile

5. Pro:
Agile builds what you ask

6. Con:
Agile builds what you ask

7. How do we decide
what to build?

8. The
Business Plan

9. The Business Plan
1.Vision
2.Lots of hard work
3.Profit

10. Underpants Gnomes
1.Collect underpants
2.?
3.Profit

11. The Big
Business Plan

12. The Big
User Research Project

13. The Big
User Research Project

14. Plans
vs
Maps

15. Marriage Plans
vs
First Date

16. Customer
Development

17. customer customer company company
discovery validation creation bulding

18. 1) Do we solve
a problem?
customer customer company company
discovery validation creation bulding

19. 1) Do we solve 2) Do we have
a problem? a market?
customer customer company company
discovery validation creation bulding

20. 1) Do we solve 2) Do we have
a problem? a market?
customer customer company company
discovery validation creation bulding
pivot

21. 1) Do we solve 2) Do we have 3) Grow the
a problem? a market? market
customer customer company company
discovery validation creation bulding
pivot

22. 1) Do we solve 2) Do we have 3) Grow the 4) Grow the
a problem? a market? market company
customer customer company company
discovery validation creation bulding
pivot

23. 1) Do we solve 2) Do we have 3) Grow the 4) Grow the
a problem? a market? market company
customer customer company company
discovery validation creation bulding
pivot
Search Grow

24. Lean Startup
=
Customer Development
+
Agile

25. 1) Do we solve 2) Do we have
a problem? a market?
customer customer
discovery validation
pivot

26. How do we explore
this space?

27. Hypothesis Test
customer customer
discovery validation
pivot

28. “Getting out of the building”
– Steve Blank

29. 1. Document your hypothesis
2. Do as little as possible to test (MVP)
3. Listen. Tweak. Repeat.

30. Document the
hypotheses
• Worksheets (Steve Blank)
• Business Model Canvas (Alexander
Osterwalder)
• Startup Canvas (Rob Fitzpatrick’)
• Lean Canvas (Ash Maurya)

31. Features Problem
Value Customer
Proposition Segment
Revenue
Channel
Model
External
Market KPI
Risks

36. Opportunity!

37. Things to teach

39. Things to learn

40. Further reading
• “The Four Steps to the Epiphany” by Steve Blank
(warning: this really needed a good editor)
• “The Entrepreneur’s Guide to Customer
Development” by Brant Cooper & Patrick
Vlaskovits (the thin version of FSTTE)
• “Business Model Generation” by Alexander
Osterwalder & Yves Pigneur
• http://steveblank.com
• http://startuplessonslearned.com

41. custdevgame.com
Adrian Howard
adrianh@quietstars.com
@adrianh