how to do customer development interviews to validate your startup idea
DESCRIPTION
Slides from a talk at Lean Startup Machine Ultimate in San Francisco, CA on December 7, 2013. I'm writing a book on How to Build Customer Driven Products based on tactics like the ones in this presentation. You can sign up to learn more here: http://eepurl.com/RZoO9 These slides help you understand the keys to lean startup methodology to interview customers. Further reading at: http://bit.ly/CustDevInterview http://bit.ly/1stcustomersTRANSCRIPT
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How to do Customer Development Interviews
Jason @EvanishDecember 7, 2013
Lean Startup MachineSan Francisco, CA
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Everyone knows you should talk to customers.
by @Evanish
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But no one talks about how to actually do it.
by @Evanish
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Let’s make this easy.
by @Evanish
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Who is Jason @Evanish?100’s of customer development interviews with:
Cofounded:
Blog my learnings at:
JasonEvanish.com
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A Customer Development Interview is like a house…
by @Evanish
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It starts with a good foundation.
by @Evanish
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Then you build on it.
by @Evanish
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Finally, you add the roof.by @Evanish
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Your foundation is the Person.
by @Evanish
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The walls are their Problems.
by @Evanish
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The roof is your Solution to their Problems.
by @Evanish
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Let’s get down to the nuts and bolts.
by @Evanish
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Build the foundation: Get to know the Person you’re interviewing.
by @Evanish
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Person Questions:• Who are they? What’s their role?• Where do they interact with peers?• How do they find new products for
home or work?• How much time do they spend on [Task
X]?• How is their budget handled?
Let’s write the scriptby @Evanish
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Person Questions Goal:Learn about them &
their role in the industry
by @Evanish
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Add the walls: Learn about their problemsby @Evanish
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Problem Questions:• What are your top 3 challenges you
face in your job related to [industry]?• Why? Tell me more…• What’s frustrating or time consuming
about [problem area]?• If you could wave a magic wand…
what would the solution be?
Let’s write the scriptby @Evanish
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Problem Questions Goal:Learn if they have the problem you’re solving
by @Evanish
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Finally: Share your Solutionby @Evanish
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Solution Questions:• Does this solve any of the problems
we discussed earlier?• Would you be willing to pay for this?• Are you interested in signing up to be
one of our early users?• What’s your biggest concern with my
product?
Let’s write the scriptby @Evanish
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That’s interesting = Kiss of Deathby @Evanish
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Read their body language
by @Evanish
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Solution Questions Goal:Gauge their interest & gather feedback
by @Evanish
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Tips to make the most of your interviews
by @Evanish
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Take good notes.by @Evanish
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Involve other team members.by @Evanish
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Help solve their problems. Don’t sell.
by @Evanish
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Be conversational. Go off script.
by @Evanish
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Ask to see any MVPs they have.by @Evanish
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Share mockups, designs or MVPs.by @Evanish
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End with an ask & always follow up.by @Evanish
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Be open to new problems & ideas.by @Evanish
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Summarize and share your notes.by @Evanish
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Don’t fear rejection. 10-20% response rate is normal.
by @Evanish
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Find people to interview at bit.ly/1stcustomers
by @Evanish
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Contact me…I’m happy to help.
On Twitter: @EvanishEmail me about mentorship,
advising or consulting: [email protected]
Find all my Lean learnings at: JasonEvanish.com/lean-startups/
Find a detailed, blog form of the interview process at: bit.ly/CustDevInterviewAnd tips for finding your first customers at: bit.ly/1stcustomers