Startup Lab 19.11.2016 Part 3
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Transcript of Startup Lab 19.11.2016 Part 3
Kundeninterviews &Auswertung
christopher.kulins
14:30 – 15:30 15:50
Step 5: Prioritize where to start
Three Types of Risk
„Can it be build?“
[Technical Risk]
„Should it be build?“
[Customer Risk]
„Can we make money?“
[Business Model Risk]
#Lean Canvas
Cost Structure
Customer Acquisition costsDistribution costsHostingPeople, etc.
Revenue Streams
Revenue ModelLife Time ValueRevenueGross Margin
Problem
Top 3 problems
Existing Solutions
Solution
Top 3 features
Key MetricsKey activities you measure
Unique Value PropositionSingle, clear, compelling message that states why you are different and worth paying attention
High-level concept:
Unfair AdvantageCan’t be easily copied or bought
ChannelsPath to customers
Customer SegmentsTarget customers
Early Adopters
PRODUCT MARKET
#Lean Canvas
Cost Structure
Customer Acquisition costsDistribution costsHostingPeople, etc.
Revenue Streams
Revenue ModelLife Time ValueRevenueGross Margin
Problem
Top 3 problems
Existing Solutions
Solution
Top 3 features
Key MetricsKey activities you measure
Unique Value PropositionSingle, clear, compelling message that states why you are different and worth paying attention
High-level concept:
Unfair AdvantageCan’t be easily copied or bought
ChannelsPath to customers
Customer SegmentsTarget customers
Early Adopters
PRODUCT MARKET
Step 6: Do I have a problem worth solving?
… let‘s get out of the building and find out!
Talking? To
customers?!
https://www.youtube.com/watch?v=IVDb8QYr8GA
#Customer Interview Process
I. Know who to talk to
II. Find people to talk to [+ verification +profile]
III. Know what to talk about
IV. Prepare for the interviews
V. Conduct the interviews
VI. Debrief as a team
Quelle: Olsen (2015), S. 29.
Are pragmatists that have no interest in technology for ist own sake. These individuals adopt new products only after a proven track
record of delivering value. Because they are more risk averse than the first two segments, they feel more comfortable having strong
references from trusted sources and tend to buy from the leading company in the product category
Quelle: Olsen (2015), S. 29.
„Are technology enthusiasts who pride themselves on being familiar with the latest and greatest innovation. They enjoy fiddling with new products and
exploring their inricacies. They are more willing to use an unpolished product that may have some shortcomings or tradeoffs, and are fine with the fact that many of
these products will ultimately fail.“
Quelle: Olsen (2015), S. 29.
„Are visionaries who want to exploit new innovations to gain an advantage over the status quo. Unlike innovators, their interest in being first is not driven by an
instrinsic love of technology but rather the opportunity to gain an edge.“
Quelle: Olsen (2015), S. 29.
„Are risk-averse conservatives who are doubtful that innovations will deliver value and only adopt them when pressured to do so, for
example, for financial reasons, due to competitive threats, or for fear of being reliant on an older, dying technology that will no
longer be supported“
Quelle: Olsen (2015), S. 29.
„Hate change and have a bias for criticizing new technologies even after they have become
mainstream“
Quelle: Olsen (2015), S. 29.
People who suffer from sleep deprivation
Who is your early adopter?
#Matched Case study einführen
Matched
Crowdsource
Your Date!
#know who to talk to
Who do you want to talkto?
What exact criteria will identify
What screening questionswill you ask?
- Nutz Dating Apps Nutzt Apps wie Tinder, Lovoo, Badoo mindestens zwei Mal die Woche
Welche Apps nutzt du mindestens zwei Mal die Woche? (Checkbox Dating-Apps wie ....)
... ... ..
Who do you want toexclude?
What exact criteria will identify the people youwant to exclude?
What screening questionswill you ask?
- Extrem introvertierte Nutzer
- Entsprechende Ausprägung im Myer Briggs Persönlichkeitstest
- Ich sehe mich selbst als jemand der...(Checkbox ....der zurückhaltend ist)
Quelle: Google Venture Labs (2012)
#Customer Interview Process
I. Know who to talk to
II. Find people to talk to [+ verification +profile]
III. Know what to talk about
IV. Prepare for the interviews
V. Conduct the interviews
VI. Debrief as a team
#find people to talk to
Xing, LinkedIn
Mechanical Turk
Twitter Advanced Search (Followerwonk, Twellow)
Newspaper
Referral
Bulletin Board
Everywhere? (Rob Fitzpatrick)
#Talk to Customers
#Talk to Customers
#Talk to Customers
#Talk to Customers
Pimp your profile
#Profile
#Profile
#Profile
Holy Facaroni, somebody is sitting here what should I ask him?
#Know what to talk about
#Know what to talk about
#Know what to talk about
Wir haben mit dem Produkt selber
nicht zu tun. Sie treten also
niemandem zu Nahe, wenn Sie
hier frei und ehrlich antworten.
#Know what to talk about
#Know what to talk about
#Know what to talk about
#Know what to talk about
#Know what to talk about
#Know what to talk about
#Good or bad
„Where does the money come from?“
Whose budget the purchase will come from and who else within their company holds the power to torpedo the deal
#Influence Map
Operating Technical
High Executive CIO or Division IT
Executive
Low End Users Corp. IT Staff or Division
Division IT Staff
12
3 4
#Good or bad
„Would you buy a product which did X?“
Anything involving the future is an over-optimistic lie // Ask them for money // Money Game
#Good or bad
„What are the implications of that?“
I-will-pay-to-solve-that problems
≠
Thats-kind-of-annoying-but-I-can-deal-with-it „problems“
#Good or bad
„How are you dealing with it now?“
Existing solutions, duc-tape workaround…you know which ballpark you‘re playing in.
#Good or bad
„Talk me the through the last time that happened?“
Tipp: Watching someone do a task will show you where the
problems and inefficiencies really are (Customer Journey Map)
#Good or bad
„Who else should I talk to?“
People want to help you + your problem that you are tackling cannot be that bad
#Good or bad
„Is there anything else I should have asked?“
Give them a chance to „fix“ your line of questioning
#Good or bad
„Do you think that is a good idea?“
Opinions are worthless. Only the market can tell.
Conduct your interview with us at LUH
#During the interview
Debrief sofort nach dem Interview
Keine hypothetischen Fragen
Als Unbeteiligter ausgeben
Offene Fragen stellen
Be quiet and listen
Die interessantesten Aussagen kommen häufig am Ende
Smile
Seriös vs. Casual
#debrief1. Did the interviewee successfully rank the problems you presented?
Yes Sort of No
The interviewee ranked the
with strong interest
the ranking).
He couldn‘t decide which
really painful, but he was
interested in the problems.
He struggled with this, or he
more time talking about
he has.
10 points 5 points 0 points
2. Is the interviewee actively trying to solve the problems, or has he done so in the
Yes Sort of No
He‘s trying to solve the
Excel and fax machines.
struck gold
He spends a bit of time
problem, but just considers
of doing his job. He‘s not
He doesn‘t really spend
the problem, and is ok with
quo. It‘s not a big problem
10 points 5 points 0 points
Quelle: Croll & Yoskovitz (2013), S. 170 ff.
#debrief3. Was the interviewee engaged and focused throughout the interview?
Yes Sort of No
He was hanging on your
finishing your sentences,
his smartphone.
He was interested, but
distraction or didn‘t
comments unless you
him.
He tuned out, looked at his
the meeting short, or
entirely detached – like he
you a favor meeting with
8 points 4 points 0 points
4. Did the interviewee agree to follow-up meeting/interview (where you‘ll present
solution?)
Yes, without being asked
to
Yes, when you asked him
to
No
He’s demanding the solution
“yesterday”.
He‘s OK with scheduling
another meeting, but
suddenly his calendar is
booked for the next month
or so.
You both realize there‘s no
point showing him anything
in terms of a solution.
8 points 4 points 0 points
#debrief5. Did the interviewee offer to refer others to you for interviews?
Yes, without beeing asked
to
Yes, when you asked him
to
No
He actively suggested
people you should talk to
without beeing asked.
He suggested others at the
end, in response to your
question
He couldn‘t recommend
people you should speak
with.
4 points 2 points 0 points
6. Did the interviewee offer to pay you immediately for the solution
Yes, without being asked
to
Yes, when you asked him
to
No
He offered to pay you for
the product without being
asked, and named a price
He offered to pay you for
the product
He didn‘t offer to buy and
use it.
3 points 1 points 0 points
Quelle: Croll & Yoskovitz (2013), S. 170
ff.
#debrief5. Did the interviewee offer to refer others to you for interviews?
Yes, without beeing asked
to
Yes, when you asked him
to
No
He actively suggested
people you should talk to
without beeing asked.
He suggested others at the
end, in response to your
question
He couldn‘t recommend
people you should speak
with.
4 points 2 points 0 points
6. Did the interviewee offer to pay you immediately for the solution
Yes, without being asked
to
Yes, when you asked him
to
No
He offered to pay you for
the product without being
asked, and named a price
He offered to pay you for
the product
He didn‘t offer to buy and
use it.
3 points 1 points 0 points
Quelle: Croll & Yoskovitz (2013), S. 170
ff.
Congratulations! You just
reached problem/solution fit.
Change your plan!
“Ich würde dieses Produkt
nicht nutzen und kenne auch
keinen auf dieser Welt der dies
jemals nutzen würde”
- Probant
#debrief
#debrief
#debrief
#debrief