HOW TO LEVERAGE YOUR EARLY CUSTOMERS TO FIND PRODUCT MARKET FIT & SCALE YOUR STARTUP

HELLO! I’M ANASTASIA

➤ Currently a digital nomad.

➤ Previously Head of Community at Farm At Hand (exited).

➤ Previously Community Manager at HIGHLINE VC (GrowLab).

➤ Would brace Jakarta’s traffic for a good cup of coffee.

➤ Tweet me @hambalia!

NOW LET’S TALK ABOUT YOU(R CUSTOMERS)

and how they can help you scale your business

“Product/market fit means being in a good market with a product that can satisfy that market.

-Marc Andreessen

To achieve product market fit, you need to talk to your customers before the product is built and after the product is built.

Especially after the product is built.

WHY ENGAGE YOUR EARLY ADOPTERS AND YOUR CUSTOMERS

➤ Membuat product yang lebih baik (fungsi, feature, UI/UX)

➤ Mengetes hipotesis seperti customer persona

➤ Membuat marketing campaign yang lebih engaging

➤ Menurunkan Customer Acquisition Cost

➤ Meningkatkan Customer Lifetime Value

➤ Ultimately….more money for your startup

HOW TO START

HOW TO GET CONNECTED WITH YOUR EARLY ADOPTERS

Automated Emails

…. but not automated answers! Bikin email kamu terlihat personal dan jangan lupa CTA-nya (Call To Action). Jangan lupa di A/B test ya!

Jadikan welcome email atau confirmation email sebagai introduksi pertama dan sistem onboarding kamu.

Misalnya:

Day 0 - welcome email

Day 3 - tips

Day 10 - check in email + invite to a call

HOW TO GET CONNECTED WITH YOUR EARLY ADOPTERS

Ingat, di welcome email/confirmation email harus ada:

➤ Call To Action

➤ Contact info

➤ Siap-siap dengar feedback dan di telpon jam 6 pagi :)

➤ Lihat beberapa contoh di http://reallygoodemails.com/?cat=447

Image credit: Intercom

HOW TO GET CONNECTED WITH YOUR EARLY ADOPTERS

Phone calls

Ask open-ended questions and let them talk to you. Have a goal in mind but don’t be intrusive. You might learn something new about how they use your product.

NPS

If you’re getting good scores (at least 8+), ask for referrals. Automate the email campaign to save time.

Thank them!

You can send them a swag, give them bonus account upgrade or give them early access to the product they suggested (email shout out works, too!) Feel free to get creative – this is where the active listening would help!

WHAT TO ASK YOUR CUSTOMERS

➤ Their WHY (aka reason for signing up/using your product)

➤ Their (user) journey

➤ Habits, konsumsi berita dan media (sosial)

➤ Product feedback and UI/UX

➤ What works during QA might not work in practice

➤ Bugs/Issues and Wishlist

➤ Joining an exclusive group, e.g.: power users, early access

WHAT NOT TO DO WHEN YOU ARE TALKING TO YOUR CUSTOMERS

➤ Bertanya tentang data yang mereka sudah berikan

➤ Misalnya: berapa besar team Anda.

➤ Pertanyaan yang misleading atau tidak netral

➤ Berhenti bertanya setelah jawaban pertama

➤ 5 WHY’s rule —- seriously!

➤ 5 WHY’s bisa menjadi feature

CREATE A LOOP

Marketing

Customer Success

Product roadmap

CREATE A LOOP

Marketing

Customer Success

Product roadmap

Useful swag

Meaningful campaigns

CommunityKill a featureLaunch a feature

Beta testers

Brand Ambassadors

AN EXAMPLE OF A USEFUL SWAG

STEP 1. TALK TO YOUR CUSTOMERS

STEP 2. THINK ABOUT WHAT THEY SAY

STEP 3. DO SOMETHING ABOUT IT

Then repeat!

QUESTIONS?

THANKS FOR TUNING IN!

RECOMMENDED ARTICLES AND VIDEO

➤ From Signed-Up to Satisfied - Des Traynor, Intercomhttps://blog.intercom.io/onboard-signed-users-satisfied-users/

➤ How Positive Emotions Increase Long-Term Conversions and Customer Lifetime Value - KISSMetricshttps://blog.kissmetrics.com/positive-emotions-increase-conversions/

➤ Say No To Useless Swag - Chrystal Hendrickson (formerly with YELP Canada)http://crystalhenrickson.com/2013/01/30/say-no-to-useless-swag/