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RESEARCH IS CHEAPER
THAN DEVELOPMENT

      John McCaffrey
     RailsPerformance.com
         @ J_McCaffrey
HI, THERE

• Independent     Developer

• Building   web applications for 12yrs (Java, Rails)

• Enjoy   working with startups

• Have seen too many projects suffer due to lack of basic
 research
AGENDA
AGENDA
• Problem     definition

• Terminology

• Existing   solutions

• Customer

• Market/Trends
HOW DO WE BUILD A
BETTER HYPOTHESIS?
WITH BETTER DATA!!
PRIMARY RESEARCH
PRIMARY RESEARCH

• Original, targeted   research
PRIMARY RESEARCH

• Original, targeted   research

• One   on one interviews (Usability testing)
PRIMARY RESEARCH

• Original, targeted   research

• One   on one interviews (Usability testing)

• Harder   to get
PRIMARY RESEARCH

• Original, targeted   research

• One   on one interviews (Usability testing)

• Harder   to get

• Not   always the full story
SECONDARY RESEARCH
SECONDARY RESEARCH

• Easier   to get
SECONDARY RESEARCH

• Easier   to get

• Trendable/verifiable
SECONDARY RESEARCH

• Easier   to get

• Trendable/verifiable

• Can   help you focus
SECONDARY RESEARCH

• Easier   to get

• Trendable/verifiable

• Can   help you focus
SECONDARY RESEARCH

• Easier   to get        • Too   easy to get

• Trendable/verifiable

• Can   help you focus
SECONDARY RESEARCH

• Easier   to get        • Too    easy to get

• Trendable/verifiable    • Easy   to misread

• Can   help you focus
SECONDARY RESEARCH

• Easier   to get        • Too    easy to get

• Trendable/verifiable    • Easy   to misread

• Can   help you focus   • Cannot    prove/disprove
                          theory
PROJECT PROFILE
PROJECT PROFILE
• What   is the problem?
PROJECT PROFILE
• What    is the problem?

• Basic   terminology
PROJECT PROFILE
• What    is the problem?

• Basic   terminology

• Existing   solutions
PROJECT PROFILE
• What    is the problem?

• Basic   terminology

• Existing   solutions

• Customer     profile
PROJECT PROFILE
• What    is the problem?

• Basic   terminology

• Existing   solutions

• Customer     profile

• Trends/opportunities
PROBLEM
• What    is the job they need done?

• Write   out 2-3 problem statements

• Test   them out on people

• Google   those phrases
TERMINOLOGY
• Key   words and phrases

• Product/domain   naming

• SEO/Marketing

• Words   to exclude
BUILDING YOUR LIST

• Google    search
• Social   bookmarking (Delicious)
• Google    trends
EXISTING SOLUTIONS
EXISTING SOLUTIONS
• How   are people currently solving the problem
EXISTING SOLUTIONS
• How   are people currently solving the problem

• Identify   existing products and companies
EXISTING SOLUTIONS
• How    are people currently solving the problem

• Identify   existing products and companies

• Post   questions on forums “what’s the best way to ..?”
EXISTING SOLUTIONS
• How    are people currently solving the problem

• Identify   existing products and companies

• Post   questions on forums “what’s the best way to ..?”

• Best/worst    features of the existing solutions
EXISTING SOLUTIONS
• How     are people currently solving the problem

• Identify   existing products and companies

• Post   questions on forums “what’s the best way to ..?”

• Best/worst    features of the existing solutions

• Value   proposition by time or money
TOOLS
• UserVoice, GetSatisfaction, ideaScale

• TechStars, yCombinator, 500startups

• appvita.com, web.appstorm.net   , killerstartups.com

• kickstarter.com, flattr.com
CUSTOMERS

• What   type of people want this job done?

• What   is the value to them?

• Where   can you find them? (Scene of the customer)

• How   would you market to them?
INFLUENCERS


• Twitter

• LinkedIn

• mympact.com, followerwonk.com, many   others
DASHBOARD
• Google    alerts (key words, competitors)

• Twitter   follow/lists (influencers, hashtags)

• Rss   feed (influencers, competitors)

• Share   with your team
CAUTION

• Timebox    your research efforts

• Take   note of any conclusions you draw

• Test   your hypotheses

• Reach   out to the customer base and key influencers
GATHER USEFUL DATA
 THEN TAKE ACTION!
THANKS!

Let’s have some questions!

     John McCaffrey
 RailsPerformance.com
      @ J_McCaffrey
LINKS
•   http://www.google.com/alerts/manage

•   http://www.delicious.com/tag/second-screen

•   http://www.google.com/insights/search/#q=scooter&geo=US&cmpt=q

•   https://getsatisfaction.com/boxee/products/boxee_boxee_for_mac

•   http://www.zoomprospector.com/CommunityDetail.aspx?id=8424

•   http://search.mblast.com/#

•   http://www.appvita.com

•   http://web.appstorm.net

•   http://www.youtube.com/watch?v=VmbSpTJXozk

•
OUTSOURCE IT!
• Hire   a VA

• Blog   research

• find    influencers

• Create   ads/copy

• Administer    surveys

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LeanStartup:Research is cheaper than development

Notes de l'éditeur

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  4. \n
  5. \n
  6. uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  7. uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  8. uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  9. uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  10. easy to see what people do, but not why they do it\n
  11. easy to see what people do, but not why they do it\n
  12. easy to see what people do, but not why they do it\n
  13. easy to see what people do, but not why they do it\n
  14. easy to see what people do, but not why they do it\n
  15. easy to see what people do, but not why they do it\n
  16. easy to see what people do, but not why they do it\n
  17. Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  18. Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  19. Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  20. Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  21. Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  22. workflowy.com\ntalk about hiring a milkshake, doing a job “coffee break”\nsee if you are describing the issue correctly\n
  23. exclude and correlation words\n
  24. google scooter -razor, moped v ~moped\ndelicious second screen\n
  25. show, getsatisfaction\nvc funding\n
  26. show, getsatisfaction\nvc funding\n
  27. show, getsatisfaction\nvc funding\n
  28. show, getsatisfaction\nvc funding\n
  29. show, getsatisfaction\nvc funding\n
  30. \n
  31. age, gender, income, iphone\nzoomprospector, startups\nlinkedin groups\n
  32. \n
  33. Show google alert, mympact, google reader\n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n