13. Choose your Customers
• Start with the best smallest market
• How to choose a sub-segment:
• Why do they want it?
• Within this group, which type of this person would want it most?
• Would everyone within this group buy/use it, or only some of them?
Google The whole world PhD students
Ebay The whole world Collectors of PEZ dispensers
Evernote The whole world Moms sharing recipes
14. Find your customers
• What are these people doing?
• Where you can find them?
If you can not find them you will never advertise nor sell to them.
18. Customer Exploration
6 golden rules of customer interviews:
#1 Test the riskiest assumptions first;
#2 Go for face-to-face interviews;
#3 Don’t record the interviews;
#4 Pick a neutral location (out of the comfort zone);
#5 Always have a script;
#6 Never lead the witness;
19. The Mom Test – What people Say
You: Mom, I have a business idea. Do you have 5 minutes?
Mom: Of course, dear
…
You: You like your iPad and use it a lot?
Mom: Sure, it’s great.
…
You: Would you buys a cookbook app?
Mom: I love cookbooks, sounds nice. Does it come with vegan
recipes? Or something special for Xmas?
…
20. The Mom Test – What people Think
You: Mom, I have a business idea. Do you have 5 minutes?
Mom: Of course, dear
• I’m prod of you and I don’t want to hurt your feelings
You: You like your iPad and use it a lot?
Mom: Sure, it’s great.
• I use it to check email on the sofa.
You: Would you buys a cookbook app?
Mom: I love cookbooks, sounds nice. Does it come with vegan recipes? Or
something special for Xmas?
• Well, I have plenty of cookbooks. I don’t need a computer in my kitchen- it might
get dirty! But hey, if my kind made it, I ‘ll try. App? I never brought an app. Don’t
you need to enter your credit card for that? Let me try to change the subject.
21. The Mom Test – How to do it right
You:
Mom, when have you last time used the iPad?
For what?
Have you ever used it in the kitchen?
Have you ever bought an app? Which? Why? For how much?
Do you use your cookbooks?
Is there anything you dislike about them?
What was the last cookbook you bought? When? Why?
46. Verify the Business Model
• Have we found a product/market fit?
• Who are our customers and how do we reach them?
• Can we make money and grow the company?
47. The Answers
• Get them on the Post-its (4*6 inches)
• Make affinity groups (yet keep the eye on the details)
• Or do whatever you are happy with