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TechBA Customer Development Workshop

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TechBA Customer Development Workshop

  1. 1. Customer Development WorkshopTechBA, San JoseApr 20, 2010 <br />Brant Cooper<br />@brantcooper<br />marketbynumbers.com<br />
  2. 2. The 3 #CustDev Meta Rules1. Question your assumptions2. Get out of the building3. Iterate<br />
  3. 3. Objective: Mitigate Risk<br />What is the #1 risk to your business?<br />No one cares about your product<br />What are product risks?<br />Product doesn’t sufficiently solve problem<br />Product not usable<br />What are other risks?<br />Rational decision outweighed by emotional<br />Cost of acquisition > Lifetime value<br />Market too small<br />
  4. 4. Objective: Learning<br />Point is NOT to prove yourself right<br />Point is to learn where you are wrong<br />Perspective determines Customer Development approach<br />
  5. 5. Objective: Empathy<br />Solution is irrelevant<br />Deeply understand customer pain or passion<br />
  6. 6. B2B vs B2C<br />
  7. 7. What does B2B care about?<br />Business:<br />Increasing revenue<br />Increasing market share<br />Decreasing costs<br />Decreasing risk<br />People:<br />Want promotion<br />Don’t want to be fired<br />Don’t want to lose budget<br />Don’t want to take on risk<br />
  8. 8. B2B Learning<br />Who is the buyer?<br />Different than user?<br />Different than decision maker?<br />Where does budget come from?<br />What are decision and purchase processes?<br />Requires pilot? PoC?<br />Length of sales cycle?<br />Channel requirements?<br />Who can kill deal, IT? HR? Finance?<br />Who is your champion?<br />
  9. 9. What does B2C care about?<br />People (rational):<br />Cost<br />Elimination of pain<br />Fulfillment of passion<br />Risk avoidance<br />People (irrational)<br />Emotions<br />Social status<br />Sunken cost<br />Self-perception<br />
  10. 10. B2C Learning<br />Who has pain or holds passion?<br />Who are decision influencers?<br />Who do they influence?<br />What are hidden drivers?<br />What are similar passions / pains?<br />What do they dream / worry about?<br />What characteristics are shared w/ like buyers?<br />Where do they live? Hang out?<br />What do they require to buy? Demo? Trial?<br />How do they determine who to trust?<br />
  11. 11. Finding Customers<br />Feet on the street<br />Directories<br />LinkedIn<br />Surveys<br />Landing Pages<br />Social Media<br />Friends and family<br />
  12. 12. Customer Engagement Type<br />Informational interview; leverage expertise<br />Buy lunch, cup of coffee<br />Time-limited phone call<br />If you have product, selling<br />Surveys, calibrated w/ interviews<br />Gift cards<br />Usability testing<br />
  13. 13. Customer Engagement Tools<br />Customer – Problem – Solution presentation<br />Top 3 learning objectives<br />Pitch problem, not solution<br />Identify early adopters<br />Always walk away with more names<br />Follow – up<br />Build relationships<br />
  14. 14. Bottom Line<br />You Don’t do #CustDev merely to do #CustDev<br />Mitigating risk that eliminates waste is the core objective of Customer Development<br />
  15. 15. Minimum Viable Product<br />