How to Integrate Customer Discovery
Transcript of How to Integrate Customer Discovery
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How to Integrate Customer Discovery
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Acquired learning:
2010-2017 Product & Technology Strategy
2006-2009 Application Architect
2003-2005 Interactive Game & Application Developer
1998-2002 Design & Web Development Anthony Cintron
Co-Founder, CEO
Co-Founder at Take the Interview, Inc.
Former Co-Founder, President & CTO at Resoomay, Inc.
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is a market research platform designed
for real startups.
What does this mean to you?
We help tech startups build better businesses, faster through the framework of customer development.
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What is Customer Discovery?
Customer Discovery is a framework for validating your target market with the most relevant solution based on
your customers’ needs.
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133m startups each year
Approximately 1.35% of them are tech related (1.78m worldwide)
.05% reach the funding stage (90-100k tech startups)
50,000 of those startups receive funding in the US (from Angel Investors)
~4,000 of them reach VC rounds (as of last January)
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Most tech startups fail to validate their target consumer before developing their product. This leads to invalidated
assumptions integrated into their product development, marketing and sales.
40% of startups fail within the first 12 months of conducting business
90% of startups fail within the first 5 years of conducting business
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“Everyone has a plan until they get punched
in the face” - Mike Tyson
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How do I Start Customer Discovery?
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• Define your persona and all attributes which defines your customer
• Illustrate pain-points customers are experiencing from an alternative solution
• Visualize thoughts and emotions when they are interacting with an alternative solution
Design your market segmentation1
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Searching your target buyer.
Industry
Advertising & Marketing Finance & Financial Services Food & Beverages Government Nonprofit Health Care & Pharmaceuticals
Job Function
Accounting/Auditing Business Development Health Care Provider Management Product Management Sales
Sales
B2B B2C Inside Sales Outside Sales
Example: B2B prospecting strategy for approaching Health Care Providers within the Health Care & Pharmaceuticals industry.
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Start building a pipeline of potential customers
• Tap into your social media network • Ask people if they can introduce you to two
additional people • Write a brief description of what you wish
to accomplish from your customer interviews
• Categorize your pipeline into segmentations
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Manage your pipeline in a structure that can be easily maintained.
Use the data to track, and build reports which relate to your leads.
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Create goals and objectives
• Create a short statement about the future of your business
• Define 2-3 realistic objectives that describe steps you need to take to obtain your goal
• Set up appropriate activity metrics • Hold yourself and your peers accountable
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Track goals and measurable objectives. Evaluate your findings so you can make refinements to
your development as you are progressing.
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Structure your interview
• Prepare 30 mins before your interview • Structure and standardize your questions • Interviews should only be 30-45 minutes • Record your interviews • Reach out to your customer 1-2 hours
prior to confirm they are able to make the call
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Questions should be open-ended
No more than 6-8 questions (per segment)
Group questions into high-level problems needing to be solved
Avoid using AND/OR
Tips on creating questions
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Begin cultivating an acquisition strategy
Before you feel confident in your acquisition strategy, you may need to run 2-3 Customer Discovery projects.
Each Customer Discovery project should include 1-2 segmentations. Your customer interviews should be no less than 10 per segment project.
5
Customer Discovery
Segment
Segment
Project
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