customer development model (vu - social entrepreneurship)
TRANSCRIPT
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CUSTOMER DEVELOPMENT MODELVU Social Entrepreneurship in Urban and Regional Context
VU Social Entrepreneurship in Urban and Regional Context 1
NICOLE BAUMGARTNER | EVA ERTL | TANJA GOLLMAYR
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„Successful Strategies for Products that Win“
Steven Gary Blank Steve Blank is a Silicon Valley-based retired serial
entrepreneur, founding and/or part of 8 startup companies in California’s Silicon Valley after dropping out of the University of Michigan. A prolific educator, thought leader and writer on Customer Development for Startups, Blank teaches, refines, writes and blogs on “Customer Development,” a rigorous methodology he developed to bring the “scientific method” to the typically chaotic, seemingly disorganized startup process
Chapter 2 „Customer Development Model“
Chapter 3 „Customer Discovery“
THE FOUR STEPS TO EPIPHANY
VU Social Entrepreneurship in Urban and Regional Context 2
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CUSTOMER DEVELOPMENT MODEL
VU Social Entrepreneurship in Urban and Regional Context 3
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CUSTOMER DEVELOPMENT MODEL
Paralleler Prozess zum “Product Development Model”
10 Probleme des “Product Development Model” lösen
Trennung der kundenbezogenen Aktivitäten in der erstenPhase des Unternehmens
VU Social Entrepreneurship in Urban and Regional Context 4
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CUSTOMER DEVELOPMENT MODEL – 4 PHASEN
Customer Discovery | Phase 1 (4 Unterteilungen) Kundenfindung, Problemorientiert
Customer Validation | Phase 2 „Sales Roadmap“
Customer Creation | Phase 3 Erzeugung einer Kundennachfrage
Company Building | Phase 4 Übergang: informales „Customer Development“ zu
klassischen Abteilungen (Marketing, Verkauf, etc.)
VU Social Entrepreneurship in Urban and Regional Context 5
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THE FOUR TYPES OF STARTUP MARKETS
Neues Produkt – bestehender Markt
Neues Produkt – neuer Markt
Neues Produkt – bestehender Markt: Low Cost
Neues Produkt – bestehender Markt: Nische
VU Social Entrepreneurship in Urban and Regional Context 6
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VU Social Entrepreneurship in Urban and Regional Context 7
THE FOUR TYPES OF STARTUP MARKETS
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CUSTOMER DISCOVERY
Phase 1
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CUSTOMER DISCOVERY
Haben wir ein Produkt, das ein „Kunden-Problem“ lösen kann?
Befriedigt unser Produkt auch die Bedürfnisse des Kunden?
Wenn ja, haben wir dann ein realisierbares und gewinnbringendes „business model“?
Haben wir genug Erfahrungen gesammelt, um wirklich auf den Markt zu gehen und das Produkt zu verkaufen?
Earlyvangelists
Visionary customers
VU Social Entrepreneurship in Urban and Regional Context 9
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CUSTOMER DISCOVERY | 4 PHASEN
Get Buy-In | Phase O
State Hypothesis | Phase 1
Test Problem Hypothesis | Phase 2
Test Product Concept | Phase 3
Verify | Phase 4
VU Social Entrepreneurship in Urban and Regional Context 10
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PHASE 0: GET BUY-IN
Get Buy-In
Grundsätzliches für den Beginn festlegen.
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PHASE 0: GET BUY-IN
Core ValuesBuy- In
ZIEL:
Gründungsteam
Die wichtigsten Beteiligten in den Prozess führen
Grundlegende Verhaltensregeln|Werte festlegen
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PHASE 1: STATE HYPOTHESES
Genaue Erarbeitung der Produktspezifikationen
Erste Hypothesen im Bezug auf Produkt, erste Kunden, Preis / Vertrieb, Marktsituation und Wettbewerb
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
ZIEL:
Erstellen eines „Product Brief“
Herausarbeiten der Produkteigenschaften und -besonderheiten sowie Einzelheiten für die mögliche Veröffentlichung
6 Unterpunkte, die abzuarbeiten sind
„features“, „benefits“, „intellectual property“, „dependencyanalysis“, „delivery schedule“, …
PHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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CUSTOMER HYPOTHESES
ZIEL:
Erstellen eines „Customer Brief“
Beschreibung der potentiellen Kunden
Verhalten, Probleme
… warum werden diese genau UNSER Produkt kaufen wollen?
„Are there different types of customers we shouldapproach when we sell our product?“
PHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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CHANNEL & PRICING HYPOTHESES
ZIEL:
Erstellen eines „Channel & Pricing Brief“
Erarbeitung einer Verteiler-Strategie (vom Unternehmen zum Endnutzer)
Erarbeitung eines Preismodells
„If the product were free, how many would you …?“
PHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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DEMAND CREATION HYPOTHESES
ZIEL:
Erstellen eines „Demand Creation Brief“
Interesse an dem Produkt wecken (Nachfrage erzeugen)
Einflussfaktoren erkennen
„Influencers“ (ausgewählte Personen/Unternehmen, die den Markt führen, Trends etc. vorgeben.
„Trends“
PHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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MARKET TYPE HYPOTHESES
ZIEL:
Erstellen eines „Market Type Brief“
Auf einen Markt festlegen
„new“ (competative brief)
„existing“ (competative diagram)
„resegmented“ (competative diagram and market map)
PHASE 1: STATE YOUR HYPOTHESES
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PRODUCT HYPOTHESES
CUSTOMER HYPOTHESES
CHANNEL & PRICING HYPOTHESES
DEMAND CREATION HYPOTHESES
MARKET TYPE HYPOTHESES
COMPETITIVE HYPOTHESESPHASE 1: STATE YOUR HYPOTHESES
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PHASE 1: STATE YOUR HYPOTHESES
COMPETITIVE HYPOTHESES
ZIEL:
Erstellen eines „Competitive Brief“
Erarbeitung einer Wettbewerbsanalyse, um sich auf dem Markt zu etablieren.
Market Map als Grundgerüst
Warum wollen die Kunden genau dieses Produkt?
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PHASE 2: TEST AND QUALIFY YOUR
HYPOTHESES
Testen der Hypothesen aus Phase 1
Verstehen der potentiellen Kunden im „alltäglichen Leben“
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
FRIENDLY FIRST CONTACTS
„PROBLEM“ PRESENTATION
CUSTOMER UNDERSTANDING
MARKET KNOWLEDGE
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
FRIENDLY FIRST CONTACTS
„PROBLEM“ PRESENTATION
CUSTOMER UNDERSTANDING
MARKET KNOWLEDGE
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
FRIENDLY FIRST CONTACTS
ZIEL:
Erstellen einer Liste mit 50 potenziellen Kunden
Planen der ersten Kundenkontakten
Verstehen der Kundenprobleme
Absicherung, dass unser Produkt diese Problem löst
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
FRIENDLY FIRST CONTACTS
„PROBLEM“ PRESENTATION
CUSTOMER UNDERSTANDING
MARKET KNOWLEDGE
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
„PROBLEM“ PRESENTATION
ZIEL:
Entwicklung einer Präsentation über die Probleme
Die aktuellen Lösungen für das Problem
Problemlösung
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
FRIENDLY FIRST CONTACTS
„PROBLEM“ PRESENTATION
CUSTOMER UNDERSTANDING
MARKET KNOWLEDGE
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
ZIEL:
Verstehen wie der potentielle Kunde arbeitet
Verstehen seiner Probleme
Verstehen wer ihn aller beeinflusst bei seinen Entscheidungen
CUSTOMER UNDERSTANDING
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
FRIENDLY FIRST CONTACTS
„PROBLEM“ PRESENTATION
CUSTOMER UNDERSTANDING
MARKET KNOWLEDGE
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PHASE 2: TEST AND QUALIFY YOUR HYPOTHESES
ZIEL:
Verstehen des Marktes
Treffen mit Experten und Presse
Besuche von Handelsmessen / Forschung
MARKET KNOWLEDGE
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PHASE 3: TEST AND QUALIFY THE
PRODUCT CONCEPT
Testen des Produkt Konzeptes
Stimmt das Produkt mit den Anforderungen des Kunden überein?
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
PRODUCT PRESENTATION
MORE CUSTOMER VISITS
SECOND REALITY CHECK
FIRST ADVISORS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
PRODUCT PRESENTATION
MORE CUSTOMER VISITS
SECOND REALITY CHECK
FIRST ADVISORS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
ZIEL:
Besprechen des Kunden / Produkt Feedbacks
Testen der Phase 1 (Annahme über das Problem des Kunden)
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
PRODUCT PRESENTATION
MORE CUSTOMER VISITS
SECOND REALITY CHECK
FIRST ADVISORS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
ZIEL:
Erstellen einer Produkt Präsentation
Wie soll Produkt das Problem der möglichen Kunden lösen?
PRODUCT PRESENTATION
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
PRODUCT PRESENTATION
MORE CUSTOMER VISITS
SECOND REALITY CHECK
FIRST ADVISORS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
ZIEL:
Vergrößern der Kundenliste
Weitere 5 Kunden sollen hinzugefügt werden
MORE CUSTOMER VISITS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
PRODUCT PRESENTATION
MORE CUSTOMER VISITS
SECOND REALITY CHECK
FIRST ADVISORS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
ZIEL:
Besprechen des Feedback über Produktfunktionen
SECOND REALITY CHECK
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
FIRST REALITY CHECK
PRODUCT PRESENTATION
MORE CUSTOMER VISITS
SECOND REALITY CHECK
FIRST ADVISORS
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
ZIEL:
Finden und anstellen der ersten Berater
FIRST ADVISORS
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PHASE 4: VERIFY
Haben wir den richtigen Markt gefunden?
Wird es ein profitables Geschäft?
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PHASE 4: VERIFY
VERIFY THE PROBLEM
VERIFY THE PRODUCT
VERIFY THE BUSINESS MODEL
ITERATE OR EXIT
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PHASE 4: VERIFY
VERIFY THE PROBLEM
VERIFY THE PRODUCT
VERIFY THE BUSINESS MODEL
ITERATE OR EXIT
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PHASE 3: TEST AND QUALIFY THE PRODUCT CONCEPT
ZIEL:
Überprüfen, ob wir wirklich ein Problem gefunden haben, das der Kunde gelöst haben möchte
VERIFY THE PROBLEM
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PHASE 4: VERIFY
VERIFY THE PROBLEM
VERIFY THE PRODUCT
VERIFY THE BUSINESS MODEL
ITERATE OR EXIT
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ZIEL:
Überprüfen, ob das Produkt wirklich den Anforderungen des Kunden entspricht
VERIFY THE PRODUCT
PHASE 4: VERIFY
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PHASE 4: VERIFY
VERIFY THE PROBLEM
VERIFY THE PRODUCT
VERIFY THE BUSINESS MODEL
ITERATE OR EXIT
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ZIEL:
Überprüfen, ob wir ein profitables Geschäftsmodell haben
VERIFY THE BUSINESS MODEL
PHASE 4: VERIFY
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PHASE 4: VERIFY
VERIFY THE PROBLEM
VERIFY THE PRODUCT
VERIFY THE BUSINESS MODEL
ITERATE OR EXIT
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ZIEL:
ENTSCHEIDUNG
• Wissen wir genug um zum Verkauf weiterzugehen??
ITERATE OR EXIT
PHASE 4: VERIFY
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DANKE FÜR DIE AUFMERKSAMKEIT
VU Social Entrepreneurship in Urban and Regional Context
Customer Development ModelNicole Baumgartner | Eva Ertl | Tanja Gollmayr