Step 9: Identify your Next 10 Customers
How to Complete this Step Validate your Current Persona Outline Overview How to Complete this Step Validate your Current Persona Dealing with Negative Feedback Workshop November 23, 2018
Contact them to validate (or invalidate) your hypotheses Overview This step: identify at least 10 potential customers who fit your End User Profile Contact them to validate (or invalidate) your hypotheses November 23, 2018
Very important to identify next 10 customers Overview Very important to identify next 10 customers Validate your Persona (is it accurate?) Increase confidence that product will sell Get valuable feedback on work thus far November 23, 2018
Identify 10 high-potential customers that fit End User Profile Overview This step: Identify 10 high-potential customers that fit End User Profile Contact them to verify / refine primary market research Similar to Persona? Validate previous work: full life cycle, value proposition If you have issues, now is time to fix previous steps November 23, 2018
How to Complete this Step Validate your Current Persona Outline Overview How to Complete this Step Validate your Current Persona Dealing with Negative Feedback Workshop November 23, 2018
How to Complete This Step List more than 10 potential customers Make sure group is homogenous! (Fits End User Profile) Contact them and discuss: Full Life Cycle Use Case High-Level Product Specification Quantified Value Proposition Take notes on feedback Both positive and negative GOAL: validate / invalidate your previous steps November 23, 2018
How to Complete This Step Remember to be in inquiry mode, not advocacy mode Listen Pay attention Don’t try to “sell” anything.. Goal is to LEARN.. not SELL If a customer wants to buy, that’s great.. But not the goal of this step. November 23, 2018
How to Complete This Step NOTE: if you cannot find 10 customers who get excited about your high-level product spec, then you may need a different beachhead market! ALSO- this step requires a TON of work.. November 23, 2018
How to Complete this Step Validate your Current Persona Outline Overview How to Complete this Step Validate your Current Persona Dealing with Negative Feedback Workshop November 23, 2018
Validate Current Persona If Persona is outlier, will be hard to find 10 similar customers You may have to select a “better” Persona! Totally OK! November 23, 2018
How to Complete this Step Validate your Current Persona Outline Overview How to Complete this Step Validate your Current Persona Dealing with Negative Feedback Workshop November 23, 2018
Dealing with Negative Feedback Goal isn’t 100% accuracy with each step Want to test hypotheses and learn from potential customers Negative feedback will happen How team responds => fundamental factor in success.. November 23, 2018
How to Complete this Step Validate your Current Persona Outline Overview How to Complete this Step Validate your Current Persona Dealing with Negative Feedback Workshop November 23, 2018
NOTE: we’ll review the worksheets Workshop NOTE: we’ll review the worksheets To complete, your team must “get out of the building” November 23, 2018
View Worksheet “Lessons Learned” (don’t fill out, yet) Workshop View Worksheet “Lessons Learned” (don’t fill out, yet) Think about what you want to gain What hypotheses do you want to test? November 23, 2018
Worksheet “List of Potential Contacts” Workshop Worksheet “List of Potential Contacts” Make list of potential customers Must be homogenous! Similar to Persona Common problem- next 10 customers is too heterogeneous Want focus Don’t talk to people who aren’t potential end users November 23, 2018
Worksheet “Notes from Conversations with Potential End User” Workshop Worksheet “Notes from Conversations with Potential End User” One per customer Pay attention to: Demographics Psychographics Overall profile Full Life Cycle Use Case (feedback) Quantified Value Proposition (feedback) REMEMBER to be in “inquiry mode” November 23, 2018
Worksheet “Summary of Next 10 Customers” Workshop Worksheet “Summary of Next 10 Customers” Jot down notes of validated vs. invalidated What assumptions need to be modified? Should you select a new Persona? Worksheet: Lessons Learned November 23, 2018