How To Turn An Idea Into A Real Business Opportunity

czobrist@cal.berkeley.edu

Làm Thế Nào Đẩy Ý Tưởng Thành Cơ Hội Kinh Doanh Thật Sự

Customer Discovery Process

Quá Trình Phát Triển Khách Hàng

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

ProblemèOpportunity

Khó KhănèCơ Hội

Start with the problem to get to the opportunity

Bắt đầu với khó khăn để dẫn đến cơ hội

Bước 1: Tìm hiểu vấn đề

Step 1: Find the Problem Using Brainstorming

What is a !Brainstorm?

Động Não là gì?

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!

Three Phases of Brainstorming!Phase 2 – Team evaluate/discuss to get the most suitable answer, for example:!–  Best potential to execute!–  Most feasible/practical!

Three Phases of Brainstorming!

Phase 3 – Team agrees on what is the best choice and moves forward.!

Activity 1: Practice Brainstorm!

Luyện tập Động Não

!Think of as many uses for a chair as you can!

####

Nghĩ về những ứng dụng của một cái ghế nhiều nhất có thể#

For example:!!!!!!!!!

You can sit in it!

You can use it as a weapon!

!

Take 2 minutes to brainstorm individually!

!

Dành 2 Phút để Tự Động não#

!

Letʼs share our ideas to see how many ideas we can create as a group…!

Good job!Now, letʼs Brainstorm the Problem!

Bây giờ chúng ta cùng Động não về vấn đề#

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

Form a team of 2 people

Lập một nhóm gồm 2 người

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

Step 2: Create Solutions

Bước 2: Sáng tạo giải pháp

Activity 3: Take 3 minutes to brainstorm solutions to the problem you identified!

Dành 3 phút để động não về giải pháp

Take 6 minutes to discuss and evaluate. Find the best solution.!

Dành 6 phút để thảo luận và đánh giá

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.

Great! J You’re half-way there!

Tuyệt! Các bạn đã đi được nữa chặng đường!

J

But remember, ideas are just “hypothesis”

(Hypothesis = Guess)

Nhưng ý tưởng chỉ là “Giả Thuyết” Giả Thuyết = Phán đoán

Step 3: State Your Hypothesis

Bước 3: Định hình Giả Thuyết

Activity 4: (see handout) •  Product Hypothesis •  Customer Hypothesis •  Problem Hypothesis

For example… My product is: “underwater motorbike”

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.  

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.

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.

Good job! J We’re almost done!

Giỏi lắm! Các bạn gần như sắp đến đích rồi! J

But the most important step is next, are you ready?

Nhưng bước quan trọng nhất còn ở phía trước, bạn đã sẵn sàng chưa ?

Step 4: Test Your Hypothesis

Bước 4: KiỂM TRA Giả Thuyết

How?

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

Why?

Because most start-ups fail… not due to a bad product…

…but due to lack of

customers

Ok, so how do we test our hypothesis?

Vậy nên Làm thế nào chúng ta kiểm tra giả thuyết ?

Get out of the building and talk to 50 potential

customers

Nói Chuyện với 50 Khách hàng tiềm năng.

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 …

But if you use the following 5 rules, you’ll become very good very fast.

Rule #1 Use Screening Questions – Simple Yes/No questions you use to identify customers

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

Activity 5: Write Screening Questions Write 2 Screening Questions for your idea, and prepare to share them with the class.

Rule #2 Start by talking to Friendly First Contacts (FFC)

Bắt đầu với “Mối quan hệ thân thiết”

Start with who you

know

Your Friends/Bạn bè Family/ Gia Đình

Classmates/ Bạn cùng lớp

Mentors Người đỡ đầu

Teachers Giáo Viên

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

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

Rule #5 Prepare a good introduction – Stop Selling, Start Listening

Chuẩn bị một bài giới thiệu ấn tượng Dừng Bán – Tập Lắng Nghe

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?

Customer Contact Questions

Customer Screening Problem

Hypothesis Solution

Exploration Solution

Hypothesis Solution Features

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?

Activity 6: Write Down Your Customer Contact Questions

Customer Screening Problem

Hypothesis Solution

Exploration Solution

Hypothesis Solution Features

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

If so, GREAT!!! J You’ve saved yourself from wasting time on

a non-problem!

The “Pivot” Entrepreneurs never give up, but they are also flexible and know when to Pivot

Pivot = a slight change in direction

Entrepreneurs Know When to…

Find the Problem

Create Solutions

State Your Hypothesis

Test Your Hypothesis

PIVOT

Final Activity: Practice Customer Contact

Finding Opportunities in the Real World!

What you are good at

Knowledge + Experience

What you were born to do

Interest + Passion

What you can earn money from

Network + Innovation

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

Case Examples in Vietnam

What’s Next?

Find the Problem

Create Solutions

State Your Hypothesis

Test Your Hypothesis

PIVOT

Develop Business

Model

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

What is

www.sif-vn.com

What is

www.startup.vn

THANK YOU FOR YOUR ATTENTION!

CẢM ƠN VÌ ĐÃ THEO DÕI!

Contact: czobrist@cal.berkeley.edu

Further Reading: “Four Steps to the Epiphany” by Steve Blank

Khuyến cáo đọc thêm: “Four Steps to the Epiphany”

Tác giả : Steve Blank