2015 Summer Berkeley Regional I-Corps Lean LaunchPad

TO DO

CUSTOMER DISCOVERY

Why do Customer Discovery?

2

1. Complex ecosystems make for complex business models

Channel: inpatient / outpatient Sales, Licensing

Hospital / Insurance / CMS

Channel: Marketing

Economic Buyer / Saboteur

Regulatory LDT

Indications of use

Physician Consult

Indications of use

Nutritionist LDT: Practice of Medicine User / Influencer / Saboteur

Channel: Marketing

LDT: Practice of Medicine User / Influencer / Saboteur

Patient / Advocate

Test results

Influencer

Intended use

Test results

LDT: Hospital / Quest User / Influencer / Saboteur

“MVP” Diagnostic FluxGNG

TM

Pathologist

Channel: Sales, Licensing (CPT)

2. You may have multiple customers and complex flows between them

Customer Segments

$40/scan

$500/pt

$500/pt

3. You don’t know who your customer are!

• You haven’t talked to enough people* – So you don’t know

• “They” haven’t thought outside of their own box – So they don’t know

• Things change – So what you know isn’t what you need to know

5

Remember

More startups fail from a lack of customers than from a failure of product development

6

Customer Discovery

Guess

Guess

Guess

Guess

(thoughtful)

Guess Guess

Guess

Guess

Guess 7

9 Guesses

8

The world doesn’t care if you have… The best technology

The best plan

The best team 9

The world DOES care if you/it: • • • •

Provide value (value proposition) To me (customer segment) From a source I trust (customer relationship) At a price that makes sense (revenue)

10

“In general, we look for a new law by

following process. First, we guess…”

Richard Feynman

“It doesn’t matter how beautiful your

theory is, it doesn’t matter how smart you are. If it doesn’t agree with experiment, it’s wrong.”

Richard Feynman

Why 70? • Data drive results • Testable hypotheses can be hard to formulate (remember QRST) and test

• Pattern analysis and recognition • Information, not affirmation

Tactics • Hypothesize

• Test – Interviews • Assess & Analyze • Adjust – Pivot

GET OUT OF THE BUILDING!!!

Who? • Hypothesize about an archetype • Talk to strangers

• Ask for 15 minutes, settle for 45 • Be honest with yourself – Listen, Don’t Talk

Where Do I Find My Archetypes?

How Do I Make Contact? • Target the #2 ranked companies – “We try harder” • Target mid-level management – They understand the company, products and needs – More likely to have the time and inclination to talk

• Cold call – but research your target ahead of time!

• Email, then call. Multiple touches using multiple modalities • Play the ‘student’ card

• Network – get a warm intro

Remember

X 19

Customer Interviews (in reverse sequence)

Close

Do

Open

Get 20

1.

Close

How to close an interview

• Ask what else you should ask • Always thank them for their time • Ask for references – who do they know who knows a lot about this, at least in comparison to you! • Ask if you can check back if you have questions after the interview – like tomorrow, or next month • Send a thank-you email. ALWAYS. • Record your interaction in LPC (asap!) 21

How to do an interview

Do

22

How to do an interview • Introduce yourself • Do not sell. In fact, don’t even describe your product! • Tell the interviewee how useful their input will be, and how important they are to you • Remind them (and yourself!) that you are trying to learn • Ask open ended questions – let them talk! 23

What to ask in an interview • Open ended questions • Follow through on the answer – don’t be afraid to drill down!

24

Open Endedness…

Why? Is…?

Can you explain?

Do you think…? What do you mean? How? When?

Help me understand…? 25

Drilling down • Stay on the subject – Tell me more about post-surgical follow up

• Ask open ended questions and for specifics – Can you elaborate? Describe a time when that happened? Why? How?

• If need be, re-frame the comment (or your question) to move in a specific direction – Wow, that sounds very upsetting for the patient and his kidney, but tell me more about post-surgical follow up procedures, in your experience?

• Keep them talking – Short, simple questions and prompts

• Use two or three brains at once – Someone asks/talks/thinks tactically, someone takes notes, someone thinks strategically

Stay on Target 26

“Hotsheets” learnings 1.Listen 2. Use empathic reflecting skills 3. Turn on your nonverbal sensors 4. Avoid snap judgments 5. Be an online detective or behavioral profiler 6. Don't assume people will agree with you 7. Try to learn from each interaction with a new person 8. Stay on top of the news 9. Know when not to talk 10. Don't overshare http://www.psychologytoday.com/blog/fulfillment-any-age/201107/10-tips-talk-about-anything-anyone 27

Interviewing • • • • • • • • • • •

Have a goal: a few hypotheses to test for every interview Meet face to face, at least 2 of your team Email “interviews” or surveys do not count Be humble… ask for help DO NOT SELL!!! DO NOT TALK ABOUT YOUR TECHNOLOGY!!! Focus on their pains, not yours Ask open ended questions Ask ‘Why’ Ask for specifics and about current events Embrace bad news

Remember in interviews:

• Be a fox:

• Not a faucet:

What you hear customers say:

3.

Openings

• Thank you for taking time today. I know how busy you are! • My name is Jimmie Thudpucker, and I am at UCLA working on this project. This is my team mate Brunhilda and… • We are learning about post-surgical follow up processes, and [George Fonebone] told us that you are an expert on the topic. • Can you tell us a bit about… • I’m happy to tell you about what we do, but if you don’t mind – we don’t want to take up to much time with it. We can discuss it at the end if you are interested! 31

4.

Setting up interviews

• Introduce yourself using your ‘natural appeal’ – Mayo, student in a program, just learning, change the world someday, would like help, you da best • Ask for 10 minutes, settle for 45 • Tell them how much they can help • Be referred! • Assume that you will be referred • Email and phone are more effective than either one alone. In person is best! • Schedule in advance • Linked in, Facebook, Conference minutes/summaries, corporate sites, publications, key word searches • Conferences 32

Keep in mind • It’s all about them – not about you • You will hear things you don’t like • Opinions are like [clarinet notes]: they are just a bunch of wind before you ‘hear’ the tune • It’s not science… it’s pattern recognition • You don’t know anything until it dawns on you (around interview 60, typically)

33

Customer Interviews are all about Pattern Recognition

34

The Trap

CONFIRMATION BIAS

Customer Discovery Failure Modes • Low interview counts • Talking to people like yourself

• Only good news from an interview • Technical interviews

Customer Discovery Best Practices • Use the scientific method: hypothesize, test, reject/ modify, re-test • Hypotheses must be falsifiable, and the inverse must not be ridiculous • Avoid validation • Be specific • Confirm with the negative

Facts are interesting. Insights are valuable

Don’t fool yourself: this is hard!

Customer Interviews (backwards!) Close

Do

Open

Get

• Thank them, express how useful this has been • Ask for a referral and future contact

• Ask open ended questions • Use positive listening to both verbal and non-verbal clues • Drill down!

• Introduce yourself and your team, but NOT your solution • Tell them how useful this will be

• Multiple touches. Expect ‘no’s. • It is about them: use a personal or web reference • Use the UC/student/learner approach, asking for 10 minutes. 40

Customer Interviews (backwards!) Close

Do

Open

Get

• Thank them, express how useful this has been • Ask for a referral and future contact

• Ask open ended questions • Use positive listening to both verbal and non-verbal clues • Drill down!

• Introduce yourself and your team, but NOT your solution • Tell them how useful this will be

• Multiple touches. Expect ‘no’s. • It is about them: use a personal or web reference • Use the UC/student/learner approach, asking for 10 minutes. 41

Customer Interviews (backwards!) Close

Do

Open

Get

• Thank them, express how useful this has been • Ask for a referral and future contact

• Ask open ended questions • Use positive listening to both verbal and non-verbal clues • Drill down!

• Introduce yourself and your team, but NOT your solution • Tell them how useful this will be

• Multiple touches. Expect ‘no’s. • It is about them: use a personal or web reference • Use the UC/student/learner approach, asking for 10 minutes. 42

Customer Interviews (backwards!) Close

Do

Open

Get

• Thank them, express how useful this has been • Ask for a referral and future contact

• Ask open ended questions • Use positive listening to both verbal and non-verbal clues • Drill down!

• Introduce yourself and your team, but NOT your solution • Tell them how useful this will be

• Multiple touches. Expect ‘no’s. • It is about them: use a personal or web reference • Use the UC/student/learner approach, asking for 10 minutes. 43

Trust your monkey brain

44

Customer Interviewing Good • Disarm the sales pitch mentality • Insight questions • Open ended questions • Listen, then listen, then listen more • Why-why-why-why-why • Parrot back to confirm • Further introductions • Thank the interviewee

Bad • Selling your product or service • Talking about your technology • Not listening • “Learn nothing” questions • Biased questions • Interrupting • Missed opportunities to dig deep

ICorps - Best Practices Customer Discovery.pdf - GitHub

Cold call – but research your target ahead of time! • Email, then call. Multiple touches using multiple .... Linked in, Facebook, Conference minutes/summaries ...

2MB Sizes 12 Downloads 252 Views

Recommend Documents

Best Practices Services
Best Practices: Sourcing Participants for your Hangout On Air 1. Best Practices: Sourcing Participants for your Hangout On Air. Promote your HOA. • Use the Hype My Hangout tool on Google+ to create a. 12-second ad to promote your upcoming HOA. All

Best Practices Services
choosing a new retail location, changing the color of your logo, or pricing a product. It's much easier to write meaningful, productive surveys when you know what you'll do with the responses. 4. Keep questions simple. When you're writing a survey qu

RESTful Service Best Practices
Aug 2, 2013 - container which provides us with the concept of “session” which maintains state across multiple HTTP requests. ..... and most important concept to grasp when creating an understandable, easily leveraged Web service. API. .... attemp

Best Friends - GitHub
This is a game about finding strength in numbers: friends, family, lovers, children. ... This is a role-playing game and part of the deal is playing a person that makes a certain first .... No Copyright. This work is dedicated to the public domain. Y

Best Practices Snapshot.pdf
Jan 27, 2015 - Bright Ideas for Boards. The Best Practices ... Main Streets come in all shapes and sizes. Check out this ... Main Street is about real places doing real. things. ... Best Practices Snapshot.pdf. Best Practices Snapshot.pdf. Open.

Developer Best Practices
Related. Visual Models for Software Requirements (Best Practices (Microsoft)) · Mastering the ... Business Analysis Techniques: 99 Essential Tools for Success.

Best-Practices-English.pdf
There was a problem previewing this document. Retrying... Download. Connect more apps... Try one of the apps below to open or edit this item.

Best Practices in Hotel Architecture
player, two phones with two lines each, voice mail, data outlets, and full-size kitchen appliances. Offers mini convenience store using honor system and other ...

Journal Entry Approvers Best Practices
Page 1 of 3. JOURNAL ENTRY BEST PRACTICES ROLES AND RESPONSIBILITIES OF. DEPARTMENT AND CERTIFIED APPROVERS. Original Creator ...

Sustainability Best Practices - July2011 JamesWood.pdf ...
but never well defined. Page 3 of 16. Sustainability Best Practices - July2011 JamesWood.pdf. Sustainability Best Practices - July2011 JamesWood.pdf. Open.

spring mvc best practices pdf
Download. Connect more apps... Try one of the apps below to open or edit this item. spring mvc best practices pdf. spring mvc best practices pdf. Open. Extract.

Best Practices Award Template Cloud
Yet as the cloud matures, the market is splitting into two segments, with different expectations. The first segment comprises enterprise IT leaders who are looking beyond outsourced infrastructure; they now consider the cloud as the foundation for a

10 mobile site best practices Services
KEEP IT QUICK. Mobile users are often short on time, squeezing in online tasks as they go about their day. To help them, design your site to load fast and make copy easy to scan. Prioritise the content and features that mobile users need most. Use yo

Best Practices for Nonprofits Services
Every Google+ page begins with a profile. This profile is usually the administrator, the person most responsible for the content of your Google+ page. If you don't already have a profile, you'll need to create one here. Next, you can set up your orga

G Suite security best practices
Tip: On the 2-Step Verification page, you can print a one-time passcode that allows you to sign in when you're away from your phone. It's quicker than entering a verification code. You can also choose to use a Security Key . You insert it into your c

INTERNATIONAL BEST PRACTICES FOR MARITIME PILOTAGE.pdf ...
Page 1 of 8. Page 1 of 8. Page 2 of 8. Page 2 of 8. Page 3 of 8. Page 3 of 8. Main menu. Displaying INTERNATIONAL BEST PRACTICES FOR MARITIME ...