How to do Customer Development Interviews to Validate your Startup Idea
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Transcript of How to do Customer Development Interviews to Validate your Startup Idea
How to do Customer Development Interviews
Jason @EvanishDecember 7, 2013
Lean Startup MachineSan Francisco, CA
Everyone knows you should talk to customers.
by @Evanish
But no one talks about how to actually do it.
by @Evanish
Let’s make this easy.
by @Evanish
Who is Jason @Evanish?100’s of customer development interviews with:
Cofounded:
Blog my learnings at:
JasonEvanish.com
A Customer Development Interview is like a house…
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It starts with a good foundation.
by @Evanish
Then you build on it.
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Finally, you add the roof.by @Evanish
Your foundation is the Person.
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The walls are their Problems.
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The roof is your Solution to their Problems.
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Let’s get down to the nuts and bolts.
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Build the foundation: Get to know the Person you’re interviewing.
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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
Person Questions Goal:Learn about them &
their role in the industry
by @Evanish
Add the walls: Learn about their problemsby @Evanish
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
Problem Questions Goal:Learn if they have the problem you’re solving
by @Evanish
Finally: Share your Solutionby @Evanish
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
That’s interesting = Kiss of Deathby @Evanish
Read their body language
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Solution Questions Goal:Gauge their interest & gather feedback
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Tips to make the most of your interviews
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Take good notes.by @Evanish
Involve other team members.by @Evanish
Help solve their problems. Don’t sell.
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Be conversational. Go off script.
by @Evanish
Ask to see any MVPs they have.by @Evanish
Share mockups, designs or MVPs.by @Evanish
End with an ask & always follow up.by @Evanish
Be open to new problems & ideas.by @Evanish
Summarize and share your notes.by @Evanish
Don’t fear rejection. 10-20% response rate is normal.
by @Evanish
Find people to interview at bit.ly/1stcustomers
by @Evanish
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