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…

by @Evanish

It starts with a good foundation.

by @Evanish

Then you build on it.

by @Evanish

Finally, you add the roof.by @Evanish

Your foundation is the Person.

by @Evanish

The walls are their Problems.

by @Evanish

The roof is your Solution to their Problems.

by @Evanish

Let’s get down to the nuts and bolts.

by @Evanish

Build the foundation: Get to know the Person you’re interviewing.

by @Evanish

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

by @Evanish

Solution Questions Goal:Gauge their interest & gather feedback

by @Evanish

Tips to make the most of your interviews

by @Evanish

Take good notes.by @Evanish

Involve other team members.by @Evanish

Help solve their problems. Don’t sell.

by @Evanish

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: Evanish.J@Gmail.com

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