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Customer Discovery (Concise)
1. Discovery = Hypothesis Testing
What are Hypothesis?
Where do Hypothesis come from?
Why Test them?
How do you test them?
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
2. Customer Discovery: Step 1
Customer Customer Customer Company
Discovery Validation Creation Building
Existing Market: 1 Month – 1 Year
Resegmenting a Market: 6 Months – 3 Years
New Market: 1 Year – 3 Years
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
3. Customer Discovery: Step 1
Customer Customer Customer Company
Discovery Validation Creation Building
Existing : 1-6 Months
Resegmenting: 3-12 Months
New: 1-2 Years
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
4. Customer Discovery: Step 1
Customer Customer Customer Company
Discovery Validation Creation Building
Stop selling, start listening
Test your hypotheses
Two are fundamental: problem and product concept
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
5. Customer Discovery
Customer Phase 3 Phase 4
Discovery Test Verify, Iterate &
Product Expand
Hypothesis
To Validation
Phase 1
Phase 2 Author
Test Hypothesis
Problem
Hypothesis
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
6. Customer Discovery
Hypotheses
Product Customer Distribution Demand Market Type Competitive
Hypothesis & Problem & Pricing Creation Hypothesis Hypothesis
Hypothesis Hypothesis Hypothesis
Test “Problem” Hypothesis
Friendly “Problem” Customer Market
First Contacts Presentation Understanding Knowledge
Test “Product” Hypothesis
First Reality “Product” Yet More Second
Check Presentation Customer Reality Check
Visits
Verify
Verify the Verify the Verify the Iterate or
Product Problem Business Exit
MBA295-F Customer Development in the High-Tech Enterprise
Model Spring 2009
7. Customer Discovery
Hypotheses
Product
Hypothesis Inside the Building
Customer
& Problem
Hypothesis
Distribution
& Pricing
Hypothesis
Demand
Creation
Hypothesis
Market Type
Hypothesis
Competitive
Hypothesis
Test “Problem”
Friendly
First Contacts
Hypothesis
“Problem”
Presentation
Customer
Understanding
Market
Knowledge
Outside the Building
Test “Product” Hypothesis
First Reality “Product” Yet More Second
Check Presentation Customer Reality Check
Verify Visits
Verify the Verify the Verify the Iterate or
Product Problem Business Exit
MBA295-F Customer Development in the High-Tech Enterprise
Model Spring 2009
8. Phase 1: Author Hypothesis
Phase 3
Product
Phase 4
Iterate &
One-time writing exercise
Concept Expand
Testing All other time spent in
front of customers
Phase 1 Assumes you’re smart but
Phase 2
Test Author guessing
Problem
Hypothesis Hypothesis
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
9. Hypothesis
Product
Customer/Problem
Distribution/Pricing
Demand Creation
Market Type
Competition
Product Customer Distribution Demand Market Type Competitive
Hypothesis & Problem & Pricing Creation Hypothesis Hypothesis
Hypothesis Hypothesis Hypothesis
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
10. Product Hypotheses
Features
Benefits
Product Delivery Schedule
Intellectual Property
Total Cost of Ownership
Dependency Analysis
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
11. Customer/Problem Hypotheses
Types of Customers/Archetypes
Magnitude of the problem
Visionaries
A Day in the Life of a customer
Organizational impact
ROI Justification
Problem Recognition
Minimum Feature Set
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
12. Distribution/ Pricing Hypotheses
Distribution Model
Distribution Diagram
Sales Cycle/Ramp
Channel strategy
Pricing (ASP, LTV)
Customer Organization Map
Demand Creation
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
13. Demand Creation Hypotheses
How do competitors create demand?
How will you?
Dave McClure’s AARGH model
Who are influencers/recommendors?
Key trade shows?
Key trends?
Start assembling advisory board
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
14. Type of Market Hypotheses
Positioning and Differentiation
Existing Market
The product is the basis of competition
New Market
Creating the market is the basis of competition
Redefine Existing Market
Resegment the existing market is the basis of
competition
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009
15. Competition Hypotheses
Who is out there?
Why are they important?
How do customers use them today?
What don’t customers like about them?
MBA295-F Customer Development in the High-Tech Enterprise Spring 2009