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How To Turn An Idea Into A Real Business Opportunity
Làm Thế Nào Đẩy Ý Tưởng Thành Cơ Hội Kinh Doanh Thật Sự
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Customer Discovery Process
Quá Trình Phát Triển Khách Hàng
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4 STEPS – 4 BƯỚC
Find the Problem Tìm hiểu Vấn Đề
Create Solutions Sáng Tạo Giải Pháp
State your Hypothesis
Định Hình Giả Thuyết
Test your Hypothesis
Kiểm Tra Giả Thuyết
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ProblemèOpportunity
Khó KhănèCơ Hội
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Start with the problem to get to the opportunity
Bắt đầu với khó khăn để dẫn đến cơ hội
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Bước 1: Tìm hiểu vấn đề
Step 1: Find the Problem Using Brainstorming
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What is a !Brainstorm?
Động Não là gì?
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Three Phases of Brainstorming!Phase 1 – As a team, come up with as many ideas as possible!!No critical, negative, or !analysis in this phase!
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Three Phases of Brainstorming!Phase 2 – Team evaluate/discuss to get the most suitable answer, for example:!– Best potential to execute!– Most feasible/practical!
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Three Phases of Brainstorming!
Phase 3 – Team agrees on what is the best choice and moves forward.!
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Activity 1: Practice Brainstorm!
Luyện tập Động Não
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!Think of as many uses for a chair as you can!
####
Nghĩ về những ứng dụng của một cái ghế nhiều nhất có thể#
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For example:!!!!!!!!!
You can sit in it!
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You can use it as a weapon!
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!
Take 2 minutes to brainstorm individually!
!
Dành 2 Phút để Tự Động não#
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!
Letʼs share our ideas to see how many ideas we can create as a group…!
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Good job!Now, letʼs Brainstorm the Problem!
Bây giờ chúng ta cùng Động não về vấn đề#
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Activity 2: Take 1 minute to individually brainstormproblems for people who use motorbikes
Dành 1 phút để xác định vấn đề cho người đi xe máy
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Form a team of 2 people
Lập một nhóm gồm 2 người
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Dành 5 phút thảo luận các vấn đề để chọn qua vấn đề hấp dẫn nhất mà nhóm muốn
giải quyết
Take 5 minutes to discuss problems. Choose the most interesting problem for your team to solve and write it down
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Step 2: Create Solutions
Bước 2: Sáng tạo giải pháp
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Activity 3: Take 3 minutes to brainstorm solutions to the problem you identified!
Dành 3 phút để động não về giải pháp
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Take 6 minutes to discuss and evaluate. Find the best solution.!
Dành 6 phút để thảo luận và đánh giá
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Take 2 minutes to decide on your team’s solution & write it down
Dành 3 phút để quyết định chọn 1 giải pháp của nhóm và viết nó ra.
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Great! J You’re half-way there!
Tuyệt! Các bạn đã đi được nữa chặng đường!
J
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But remember, ideas are just “hypothesis”
(Hypothesis = Guess)
Nhưng ý tưởng chỉ là “Giả Thuyết” Giả Thuyết = Phán đoán
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Step 3: State Your Hypothesis
Bước 3: Định hình Giả Thuyết
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Activity 4: (see handout) • Product Hypothesis • Customer Hypothesis • Problem Hypothesis
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For example… My product is: “underwater motorbike”
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Product Hypothesis
Product Features • Can drive underwater • Can prevent water go
to engine
Product Benefits • Can drive/cross
rivers • Can work in flooded
street/area
A short list of basic Features and Benefits of your Product.
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Customer Hypothesis
Customer Segments • People who live in Q2
and must cross the river to Q1
• Government worker who rescue people in flood areas
• People who live in flood areas
Customer Types • User/Payer • User/Payer • User
Use Keywords to describe each group of customers your business provides value to and
whether they are a User, Payer, or Both.
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Problem Hypothesis
Customer Problems • Want a new way to cross
river • Need a motorbike that can
run 100% in flooded area • Need someone to rescue in
case of heavy flood
Key Features • Must work 100%
underwater • Must be able to work in
flooded area • Must be able to carry 2 or
more people
State the specific problems experienced by your customers and how each feature of your product
addresses them.
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Good job! J We’re almost done!
Giỏi lắm! Các bạn gần như sắp đến đích rồi! J
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But the most important step is next, are you ready?
Nhưng bước quan trọng nhất còn ở phía trước, bạn đã sẵn sàng chưa ?
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Step 4: Test Your Hypothesis
Bước 4: KiỂM TRA Giả Thuyết
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How?
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Get out of the building and talk to potential customers
Rời khỏi văn phòng và nói chuyện với những khách hàng tiềm năng thật sự
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Why?
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Because most start-ups fail… not due to a bad product…
…but due to lack of
customers
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Ok, so how do we test our hypothesis?
Vậy nên Làm thế nào chúng ta kiểm tra giả thuyết ?
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Get out of the building and talk to 50 potential
customers
Nói Chuyện với 50 Khách hàng tiềm năng.
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It’s not going to be easy, but starting a new business never is…
Điều đó không hề dễ dàng, nhưng bắt đầu một công ty mới chưa bao giờ dễ cả …
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But if you use the following 5 rules, you’ll become very good very fast.
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Rule #1 Use Screening Questions – Simple Yes/No questions you use to identify customers
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For example: For “underwater motorbike”
Screening Questions: 1) Do you drive a motorbike?
If yes... 2) Do you live in an area that floods?
If yes, then test next hypothesis
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Activity 5: Write Screening Questions Write 2 Screening Questions for your idea, and prepare to share them with the class.
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Rule #2 Start by talking to Friendly First Contacts (FFC)
Bắt đầu với “Mối quan hệ thân thiết”
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Start with who you
know
Your Friends/Bạn bè Family/ Gia Đình
Classmates/ Bạn cùng lớp
Mentors Người đỡ đầu
Teachers Giáo Viên
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Rule #3 Look for Innovators – People who like hearing about new things
Tìm đến “Người đổi mới” – Người luôn muốn lắng nghe những điều mới mẻ
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Rule #4 Get referrals– ask your FFCs to introduce you to new contacts in person, by phone, or e-mail
Lấy lời giới thiệu – Yêu cầu “Mối quan hệ thân thiết” của bạn giới thiệu bạn với những mối quan hệ mới qua
gặp gỡ, điện thoại hoặc email
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Rule #5 Prepare a good introduction – Stop Selling, Start Listening
Chuẩn bị một bài giới thiệu ấn tượng Dừng Bán – Tập Lắng Nghe
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First Customer Contact Customer Screening
Problem Hypothesis
Solution Exploration
Solution Hypothesis
Customer Referral
Problem Exploration
Solution Features
Yes No
Yes No
What solutions currently exist?
What would an ideal solution be? How much time, money, or effort would this solution save?
What features are most important? How much would they be willing to pay for this solution?
What are the most important problems to the customer?
Can they introduce someone may be a potential customer?
Is this contact in one of your customer segments?
Describe the problem in detail, do they exp- erience this problem?
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Customer Contact Questions
Customer Screening Problem
Hypothesis Solution
Exploration Solution
Hypothesis Solution Features
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For example: “Underwater Motorbike”
Customer Screening Problem
Hypothesis Solution
Exploration Solution
Hypothesis
Solution Features
Do you drive a motorbike? If yes… Do you live in an area that floods? Do you ever get stuck and can’t drive in the street because of floods? What do you do when you are stuck with flood but must go out due to emergency? What if you could drive your motorbike through flooded areas? What if you could add a simple device to your motorbike that could allow you to drive through floods safely, would you use it?
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Activity 6: Write Down Your Customer Contact Questions
Customer Screening Problem
Hypothesis Solution
Exploration Solution
Hypothesis Solution Features
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Learning from Customers Maybe you will learn… • Can’t find any customers! • Customers don’t have the problem
you’ve identified, or think it’s not important enough to need a solution
• Customers tell you about more important problems
• Your proposed solution already exists
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If so, GREAT!!! J You’ve saved yourself from wasting time on
a non-problem!
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The “Pivot” Entrepreneurs never give up, but they are also flexible and know when to Pivot
Pivot = a slight change in direction
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Entrepreneurs Know When to…
Find the Problem
Create Solutions
State Your Hypothesis
Test Your Hypothesis
PIVOT
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Final Activity: Practice Customer Contact
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Finding Opportunities in the Real World!
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What you are good at
Knowledge + Experience
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What you were born to do
Interest + Passion
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What you can earn money from
Network + Innovation
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What you are good at
What you were
born to do
What you can Earn money from
Knowledge & Experience
Interest & Passion
Networks & Innovation
Target 3 Things
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Case Examples in Vietnam
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What’s Next?
Find the Problem
Create Solutions
State Your Hypothesis
Test Your Hypothesis
PIVOT
Develop Business
Model
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Next Workshop: How to develop an innovative
business model
Buổi đào tạo sắp tới: Làm thế nào phát triển một mô hình kinh
doanh đổi mới
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What is
www.sif-vn.com
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What is
www.startup.vn
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Further Reading: “Four Steps to the Epiphany” by Steve Blank
Khuyến cáo đọc thêm: “Four Steps to the Epiphany”
Tác giả : Steve Blank