Puc class6 discovery_2

With the Support of:

www.realstarters.com

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ICS 2014How to Build a Startup

Class 6

Entrevistas, MVP…que hacer ahora?Customer Discovery_Parte 2

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INDEXPARTE 1• Dónde estamos?• Discovery_parte2

• La última clase• Entrevista del problema,

conclusiones• Ejemplos MVPs

• Presentación Avances Clase #7

PARTE 2• Speaker• Ben Kaplan• Tema: “Startups are

awesome”

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Qué aprendimos?Entrevista del Problema

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Some Stats- Pivots

0

5

10

15

20

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SINO

TO BE UPDATED AFTER

TEAM´s FEEDBACK

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Some Stats- Main Problems

Equipos con problema Encontrar clientes

Entender problemas

Seguir el script de la entrevista

Documentar

Nerviosismo

Explicar mi idea

Skype

No sabían que hacer

Otros

TO BE UPDATED AFTER

TEAM´s FEEDBACK

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0_DÓNDE ESTAMOSQué hemos visto hasta ahora?

• Distintos caminos en la vida• Emprender el camino arriesgado• Por qué ahora?• Algunos Paradigmas (Dinero, Idea, etc)

Clase 1- Qué es Emprender

• Fallar en nuestra sociedad• La importancia de fallar temprano y seguido• Que es un MVP• Qué es un PIVOT

Clase 2- Miedo a Fallar

• Disruptive technology• Diferencia entre idea y oportunidad• Cómo generar y filtrar ideas• Ejecución & Canvas

Clase 3- Generar y Compartir ideas

• Framework de trabajo• Qué es y qué no es?• 4 pasos ; Discovery & Validation• Entrevistar a clientes

Clase 4- Ejecución, CustDev

• Cómo entrevistar a clientes• Entrevista del problema• MVP 1.0• Entrevista de la solución

Clase 5- Discovery

• Entrevistas, conclusiones• MVP…ejemplos!• Preparación presentación clase #7

Clase 6- Discovery_Parte 2

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1_DiscoveryBuild something that people want (important but not enough)

LAST CLASSDiscovery

CustDev

PIVOT

Discovery & Validation

• Do you have a problem worth Solving?– Hypothesis statements

• Business Model Canvas (input)

– Customer Interviews

• Preparation• Problem Interview• Solution Interview

• Have you built something customers want?– MVP Experimenting– Product/Market fit testing

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Discovery

• Meta: Comprobar que el producto resuelve un problema para un grupo identificado de usuarios

• Darnos cuenta si vale la pena solucionar este problema ($$)

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Discovery TasksA ensuciarse las manos y “salir del edificio”

Cust. Discovery tasks

Source: Ash Maurya, Running Lean, 2010

Task#1 Multiple Canvases(done)

Objective:– Document what is in our mind (hypotheses)– Document customer`s feedback on the

hypotheses we have (pivoting if necessary)– Common language

OBJECTIVE

Task#2 Interviews Preparation (Done)

Objective:– Get ready to start interviewing real customers– Select first potential customers (in the market

segment you decided to attack)– First approaches to the customer channels– Decouple the problem from the solution and test

the problem before binding yourself to a solution

OBJECTIVE

Objective: – Know which problem is worth solving for the

customer (Talk to customers to understand their worldview before formulating a solution)

– We want to answer:• Customer Segments: Who has the pain? (Early

adopters)• Problem: What are you solving?

OBJECTIVE

Task#3 Problem Interview (done)

Task#3 Problem Interview (done)

TO-DO

Source: Ash Maurya, Running Lean, 2010

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Para la semana #7

Objective: – Place the first attempt of our product/service’s

value proposition in front of the customer, in order to diminish the uncertainty around each hypothesis under test

– We use the term “demo” loosely to refer to anything that can stand in place for the actual solution

OBJECTIVE

Task #4 MVP v1.0 (Demo)

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EXAMPLE

• Hypothesis: customers were willing and ready to buy shoes online

• Experiment: ask to take pictures of inventories in shoe stores and offered to buy them after selling them online

• Experiment designed for one question: is there already sufficient demand for a superior online shopping experience? -> YES

• This is an MVP

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EXAMPLE

• Hypothesis: there is a space for a new airline in the industry, fair rates, good quality

• Experiment:Virgin Air started in 1984 with a single Boeing 747 flying a single route (Gatwick to Newark and back)

• ->they added more planes and more routes. They are now one of the largest and most profitable airlines in the world.

• This is an MVP

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EXAMPLE

Source: http://techcrunch.com/2006/07/15/is-twttr-interesting/

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EXAMPLE

• Hypothesis: there is a space for a service that allow group of friends to share messages between them

• Experiment: 2006 TWITTR is launched, using SMS has a way to interact with a group of friends

• People started to use it to share their status more than regular messages…social network around SMS system

• This is an MVP

• Make it look real• Internal vs. External

(customer) mockups• Simulate the customer’s

behavior• The mockup needs to be

quick to iterate

TIPS

Task #4 MVP v1.0 (Demo)

• The mockup needs to minimize on waste

• Each problem solved must be present in your MVP

• Use real-looking information (NOT lorem ipsum !!)

• THINK BIG, ACT SMALL!!

TIPS

Task #4 MVP v1.0 (Demo)

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Para la semana #8

Task #5 Solution Interview

Objective: – Take our first product demo (MVP, draft, mockup,

etc) out to the real customer and achieve problem/solution fit.

– Answer the questions:• Solution: How will you solve these problems? • Revenue Streams: What is the Pricing Model?

OBJECTIVE

TO-DO

Source: Ash Maurya, Running Lean, 2010

Task #5 Solution Interview

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About Pricing Test

• Test Pricing using the “starting price” you determined earlier for this Customer Segment

• Your earlier probing on demographics should have revealed what price to test

• There are many different strategies-> we will have a whole topic on this

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RESUMIENDO

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Resumiendo

We know what our customers need and they

are willing to pay for itMVP (or multiple ones)

Our idea has changed (perhaps many times)

We are ready to express how our team and idea

have evolved

Discovery- we are ready!

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2_FIRST PROJECT PRESENTATIONPreparation for class #7This is 20% of your grade, remember!

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What you must present

1. Start with your project’s value proposition (pitch)2. Process from your initial idea until now (all pivots

you made)– Follow chronological sequence of changes– Use the canvas to structure your presentation

(remember your pivots are based on each module of the canvas)

3. Show customer’s problem interview results4. Show the MVP v1.0 details

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Constraints & Tips1. 5 minutes, not more (we will have a clock!)2. Max. 10 slides3. Language: Initial pitch in English, rest could be in Spanish4. DEADLINE TO BE UPLOADED TO SLIDESHARE.NET AND

SHARED IN THE BLOG: MONDAY 16TH, 11:59 AM (DELAY WILL CAUSE LOWER GRADE!)

5. More images the better6. Practice your presentation, do not memorize it…You will only

make an awesome presentation by being sure about what you say

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The 10 slides

1. Front page w/logo and team (1 slide)2. Pitch (value proposition) (1 slide)3. Business Model Canvas (clear, not small) (1-2

slides)4. Problem Interview Results (1-2 slides)5. Canvas Changes (1-2 slides)6. MVP version 1 –DEMO (1-2 slides)

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Preguntas?