focus con: mastering customer interviews
TRANSCRIPT
FOCUSCon
WELCOME TO…
MASTERINGCUSTOMERINTERVIEWS
@Justin_Wilcox
1. First of it’s kind2. Built for you3. An MVP4. Feedback please
Digital Conference
1. Video2. Exercises3. Report Bug4. Questions vs Chat
Tour
MASTERINGCUSTOMERINTERVIEWS
@Justin_Wilcox
9:10 - Interviews get Sales9:30 - Who to Interview
10:20 - Networking Roulette10:35 - How to Interview11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
INTERVIEWSGETSALES
My Background
18 months
Discovered
Lean Startup
ThingsWeStart
Success
FOCUS Framework
Startup Accelerators
Curriculum
Fortune 1000
?’s
STARTAT THEend
WHYINTERVIEWCUSTOMERS?
SALES
BUILDINGPRODUCTSIS
BUILDINGPRODUCTSIS
EASY
SELLINGPRODUCTSIS
SELLINGPRODUCTSIS
HARD
1. Website copy2. Marketing channel3. Marketing message4. Competitive advantage
Interviews Make Selling Easier
SAMPLE APP:
SAMPLE APP:PANDORAFOR
SAMPLE APP:PANDORAFOR
EXERCISE
PROBLEM:EXERCISEIS
PROBLEM:EXERCISEIS
BORING
INTERVIEWSAREN’TABOUT
INTERVIEWSAREN’TABOUT
YES / NO
INTERVIEWSAREABOUT
INTERVIEWSAREABOUT
MARKETING
INTERVIEWSAREABOUT
STRATEGY
INTERVIEWSAREABOUT
COMPETITION
INTERVIEWSAREABOUT
SALES
?’s
WHOTOINTERVIEW
FOCUS 1.4
Adoption
Behavior
Curve
Diffusion of Innovations
EarlyAdopters
EarlyMajority
LateMajority Laggards
Victory
Exercisers
“Exercise is boring”
Victory
Start
“I don’t have an app that gives me new workouts”
“Exercise is boring”
Goes to Pole Dancing classes
Goes to CrossFit
Watches YouTube exer. videos
Uses “Zombies, Run” app
Uses “7 min. workout” app
Takes Cardio Hip Hop classes
Tweets about new Pole Dancing class
Comments on a CrossFit blog
Gives feedback on “Zombies, Run” app
Yelp review on Cardio Hip Hop classes
Joins exercise Meetup Group
HELP / FEEDBACK?
WHO AREEARLY ADOPTERS?
Seeking a SolutionKnow they Have ItHave the problem
Customers who…
WHERE ARE YOURS?Externally Observable Behavior
Tweets about new Pole Dancing class
Comments on a CrossFit blog
Gives feedback on “Zombies, Run” app
Yelp review on Cardio Hip Hop classes
Joins exercise Meetup Group
SAVE IT
TAKEAWAYS
FEEDBACK
?’s
9:10 - Interviews get Sales9:30 - Who to Interview
10:20 - Networking Roulette10:35 - How to Interview11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
NETWORKINGroulette
1 MINleft
9:10 - Interviews get Sales9:30 - Who to Interview
10:20 - Networking Roulette10:35 - How to Interview11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
ASKINGFOR INTERVIEWS
3 Rules of Cold Contacts
1. Email2. LinkedIn3. Twitter4. Facebook
3 Rules of Cold Contacts
1. Personal
3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
5 Sentence Cold Email
1. About them2. About both of you3. What you’re doing4. What you’re offering5. The ask
3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
3. Valuable
140 Characters
REDDIT DEMO
ASK FOR MORE INTERVIEWS
Lean Startup Founders “How do I do Lean Startup?”
Lean Startup LinkedIn Group
LSM Facebook group members
Blog readers 8/198/128/7
8/10 8/15 8/22
9/78/298/24
ASKINGFOR INTERVIEWS
?’s
What toAsk
DEMOInterview?
Rule #1
Don’t talk about your idea
Rule #2
Never ask about the future- “Would you use...”- “How much would you pay?”
WHATNOTTOASK
1. Don’t sell during interview2. Listen3. Their Answers = Sales Strategy
Interviewing Secret
1. Website copy2. Marketing channel3. Marketing message4. Competitive advantage
Interviews Make Selling Easier
What toAsk?
FOCUS 1.8
CUSTOMER
INTERVIEW
TEMPLATE
Partner 8 minutes each “...hardest part about being a founder ?”
PRACTICE
TAKEAWAYS
YOUR NEXT STEP
FEEDBACK
?’s
9:10 - Interviews get Sales9:30 - Who to Interview
10:20 - Networking Roulette10:35 - How to Interview11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda
FOCUS Framework
SO
F
C C
FU
U OHow to find
Product-Market Fit
FOCUS
Framework
How to find
Product-Market Fit
FOCUS
Framework
SO
F
C C
FU
U O
1. Concrete steps
1 23 456 ...
2. Orders the steps 3. Exercises & tools for each step
1. Lifetime video access2. Electronic copy of FOCUS ($99)3. Mentoring
Upgrade to Silver
Everything: $99
1. Lifetime video access2. Electronic copy of FOCUS3. Mentoring4. Print or Video version of FOCUS ($499)
Upgrade to Gold
Everything: $299
1. Feedback survey2. Recording links3. Mentoring
What’s Next
MASTERINGCUSTOMERINTERVIEWS
@Justin_Wilcox
FOCUSCon
THANKS YOU!