1. Class 5
ICS 2014
How to Build a Startup
A Descubrir y Validar Nuestro Producto
Customer Discovery
With the Support of:
www.realstarters.com
1

2. INDEX
PARTE 1 PARTE 2
• Dónde estamos? • Status grupos
• Discovery • Propuesta de valor
• Preparación Entrevista • Lista de Clientes
del Problema (Evangelistas)
• Entrevista del Problema
• Construir MVP v1
(Demo)
• Entrevista de la Solución
2

3. 0_DÓNDE ESTAMOS
Qué hemos visto hasta ahora?
3

4. • Distintos caminos en la vida
Clase 1- Qué es • Emprender el camino arriesgado
• Por qué ahora?
Emprender • Algunos Paradigmas (Dinero, Idea, etc)
• Fallar en nuestra sociedad
Clase 2- Miedo a • La importancia de fallar temprano y seguido
• Que es un MVP
Fallar • Qué es un PIVOT
• Disruptive technology
Clase 3- Generar y • Diferencia entre idea y oportunidad
• Cómo generar y filtrar ideas
Compartir ideas • Ejecución & Canvas
• Framework de trabajo
Clase 4- Ejecución, • Qué es y qué no es?
• 4 pasos ; Discovery & Validation
CustDev • Entrevistar a clientes
• Cómo entrevistar a clientes
• Entrevista del problema
Clase 5- Discovery • MVP 1.0
• Entrevista de la solución

5. 1_Discovery
Build something that people want
(important but not enough)
5

6. INTRO TO DISCOVERY
OVERVIEW
6

7. “Build and they will come”
Los problemas son relacionados con el riesgo de
desarrollo y distribución, NO ACEPTACIÓN DEL CLIENTE
7

8. “Build and they COULD come”
Los problemas son relacionados con ACEPTACIÓN DEL
CLIENTE Y ADOPCIÓN DEL MERCADO
8

9. CustDev
PIVOT

10. Discovery & Validation
• Do you have a problem worth Solving? • Have you built something
– Hypothesis statements
• Business Model Canvas customers want?
(input) – MVP Experimenting
– Customer Interviews – Product/Market fit testing
• Preparation
• Problem Interview
• Solution Interview

11. Customer
Discovery
Problem / Solution Fit

12. Discovery
• Meta: Comprobar que el producto resuelve un
problema para un grupo identificado de
usuarios
• Darnos cuenta si vale la pena solucionar este
problema ($$)
12

13. Discovery Tasks
A ensuciarse las manos y “salir del edificio”
13

14. Cust. Discovery tasks
Source: Ash Maurya, Running Lean, 2010

15. Task#1 Multiple Canvases
(done)
Objective:
– Document what is in our mind (hypotheses)
– Document customer`s feedback on the
hypotheses we have (pivoting if necessary)
– Common language

16. B.M. Canvas
16

17. Lean Canvas
17

18. Task#2 Interviews Preparation (Done)
Objective:
– Get ready to start interviewing real customers
– Select first potential customers (in the market
segment you decided to attack)
– First approaches to the customer channels
– Decouple the problem from the solution and test
the problem before binding yourself to a solution

19. Task#2 Interviews Preparation (Done)
• B2C: Find at least 10-15 prospects for a 2
weeks interview period (1 week)
• B2B: Find between 5-10 prospects for a 2
weeks interview period (1 week)
• These prospect customers will be used to test
your business model canvas hypotheses
• Prioritize where to start (which customer in
my segment is more interesting?)

20. Task#2 Interviews Preparation (Done)
• How to find prospects?
1. 1 Degree contacts
2. Ask for Intros
3. Cold Calling, Emailing, LinkedIn
4. Move around the Industry (e.g. Events, trade
shows, Meetups, etc)
• Don’t be shy!

21. Task#3 Problem Interview
Objective:
– Know which problem is worth solving for the
customer (Talk to customers to understand their
worldview before formulating a solution)
– We want to answer:
• Customer Segments: Who has the pain? (Early
adopters)
• Problem: What are you solving?

22. My magic phrase in every customer
development interview is ‘that’s
interesting – tell me more'
Cindy Alvarez, Blogger, cindyalvarez.com
22

23. Task#3 Problem Interview
We will test top 3
hypothesis on:
– Problem
– Customer
Segments
– Current problem
solutions

24. Task#3 Problem Interview
• Ask sufficient time (20-30 mins)
• Use neutral location / prefer face to face
• Do not record the customer
• Use a script (flexible)
• Document immediately

25. Task#3 Problem Interview
Source: Ash Maurya, Running Lean, 2010

26. Task #4 MVP v1.0 (Demo)
Objective:
– Place the first attempt of our product/service’s
value proposition in front of the customer, in order
to diminish the uncertainty around each hypothesis
under test
– We use the term “demo” loosely to refer to
anything that can stand in place for the actual
solution

27. Most customers are great at
articulating problems, but not
visualizing solutions
RealStarters.com
27

28. EXAMPLE
• Dot-com bubble 1990
• First mover->fast (pushed by
investor, Amazon Strategy)
• Business Model -> Groceries
delivery to your home within a
30mins window
• Larger dot-com flop in history
• Money spent > sales growth
• NOT MVP!
28

29. EXAMPLE
• Hypothesis: customers were willing
and ready to buy shoes online
• Experiment: ask to take pictures of
inventories in shoe stores and offered to
buy them after selling them online
• Experiment designed for one
question: is there already sufficient
demand for a superior online
shopping experience? -> YES
• This is an MVP
29

30. Task #4 MVP v1.0 (Demo)
• Hypothesis: SME’s search for
suppliers using search engines and
are willing to buy If price is OK
• Experiment: open an Alibaba.com
store and promote products +
individual websites optimized for
search (SEO)
• Experiment designed for one
question: is there already sufficient
demand for online sourced products
from China?-> YES
• This is an MVP
30

31. Task #4 MVP v1.0 (Demo)
• Make it look real
• Internal vs. External
(customer) mockups
• Simulate the customer’s
behavior
• The mockup needs to be
quick to iterate

32. Task #4 MVP v1.0 (Demo)
• The mockup needs to
minimize on waste
• Each problem solved must
be present in your MVP
• Use real-looking information
(NOT lorem ipsum !!)
• THINK BIG, ACT SMALL!!

33. Task #4 MVP v1.0…TOOLS!
Web Apps
33

34. Task #4 MVP v1.0…TOOLS!
Web Apps
34

35. DEMO
Example
35

36. Task #5 Solution Interview
Objective:
– Take our first product demo
(MVP, draft, mockup, etc) out to the real customer
and achieve problem/solution fit.
– Answer the questions:
• Solution: How will you solve these problems?
• Revenue Streams: What is the Pricing Model?

37. Task #5 Solution Interview
• Use old prospects
+ a few new ones
• We will test top 3
hypothesis on:
– Solution
– Channels
– Revenue
Streams

38. Task #5 Solution Interview
Source: Ash Maurya, Running Lean, 2010

39. Criterios de Salida
Cuándo avanzamos a
Validation?
39

40. EXIT
1. Tenemos claros los problemas TOP del nuestro
segmento
– Cuánto estarían dispuestos a pagar para resolver estos
problemas?
2. Tenemos un MVP que soluciona estos
problemas
– Clientes están de acuerdo
– Cuánto pagarían por esta solución?
3. Entendemos el día a día del cliente antes y
después de nuestro producto
40

41. 2_FIRST PROJECT
PRESENTATION
Preparation for class #7
This is 20% of your grade, remember!
41

42. What you must present
1. Start with your project’s value proposition
(pitch)
2. Process from your initial idea until now (all
pivots you made)
– Follow chronological sequence of changes
– Use the canvas to structure your presentation
(remember your pivots are based on each module of
the canvas)
3. Show customer’s problem interview results
4. Show the MVP v1.0 details
42

43. Constraints & Tips
1. 5 minutes, not more (we will have a clock!)
2. Max. 10 slides
3. Language: Initial pitch in English, rest could be in Spanish
4. DEADLINE TO BE UPLOADED TO SLIDESHARE.NET AND
SHARED IN THE BLOG: MONDAY 16TH, 11:59 AM (DELAY WILL
CAUSE LOWER GRADE!)
5. More images the better
6. Practice your presentation, do not memorize it…You will only
make an awesome presentation by being sure about what
you say
43

44. Example
http://www.slideshare.net/sblank/the-startup-owners-manual-sxsw-11954724 (Starting slide 61) 44

45. RESUMIENDO
45

46. Resumiendo
Problem
MVP
Interview
Discovery
Solution
Pivot-> Exit
Interview
46

47. PEDIDOS SEMANA #6
1. Realizar la entrevista del Problema a los
clientes seleccionados
2. Postear resultados de la búsqueda de
prospectos en el blog
3. Actualizar canvas en base a los resultados
47

48. CLASS
ACTIVITY
Class feedback
48