Evidence-Based Entrepreneurship: Lean Startup + Customer Development + Business Model Validation Lecture on how to do Customer Discovery Interviews and how to approach to Evidence-Based Business Model Creation

1. “Customer Discovery"
#StartupEssentials #Apremy
www.UrySarabia.com @sarabiau
www.StartupEssentials.Co / www.Apremy.com
ury@apremy.com
Global Entrepreneurship Summer School (GESS)
Tec de Monterrey campus Santa Fé
México City
September 13th, 2016

2. urys
¡Add me!

3. Ury Sarabia
¡Add me!

4. 9 / 10 Startups Fail

6. same applies to
Business Models

8. #uncertainty

9. Current problem = lack of real world action

10. Pragmatical education = real world results

11. Facilitator Role

12. =
Create/Deliver/Capture
VALUE
Why build a startup?

13. CUSTOMER-CENTRIC
METHODOLOGIES

15. “Startups fail not because they
aren’t able to create products/
services, they fail because
they can’t find customers for
those products/services.
Why don’t we develop
customers before we develop
products/services?”
Steve Blank

16. “No business plan/model survives the
first contact with customers”
Steve Blank

18. Start-Up
(Search)
Company
(Execute)
vs
Steve Blank

19. #StartUp - #LeanStartup
StartUp
Organization in SEARCH of a REPEATABLE
and SCALABLE business model.
Lean StartUp
Startup focused in generating VALUE
avoiding any kind of waste.

20. Lean
Startup
Eric Ries

21. #ScientificMethod
Scientific Method
“ A m e t h o d o f p r o c e d u r e t h a t h a s
characterized natural science since the 17th
century, consisting in systematic observation,
measurement, and experiment, and the
formulation, testing, and modification of
hypotheses.“
The Oxford English Dictionary

22. Business Model Canvas
(BMC) Alexander Osterwalder

23. Business Model Canvas
(BMC) Alexander Osterwalder

24. What do you know?
VS
What do you ignore?

25. Business Model Canvas
(BMC) Alexander Osterwalder
?
?
? ?
?
? ?
? ?

26. “Whoever learns
faster, wins”
Larry Lenihan

27. #Hypotheses
Customer + Problem

28. Evidence-Based
Entrepreneurship

29. “Get Out of the Building”
Steve Blank
#Validation #Laboratory

30. CUSTOMER
VS
USER

31. CUSTOMER
VS
USER
$$$

32. Business Model Canvas
(BMC) Alexander Osterwalder
B
A A
B

34. “Don't bite off more than
you can chew”
#EarlyAdopters
#Customer
#Hypothesis

36. #Problem
#Hypothesis

37. #Problem
#Hypothesis
¿?

38. #Solution
#Hypothesis

39. • MVP = MVE
#Experimentation

42. “Whoever learns
faster, wins”

43. “Whoever learns
(from customers)
faster, wins”

44. Business Model Canvas
(BMC) Alexander Osterwalder
EVIDENCES ONLY

47. Practical Tips for
Customer
Development
Interviews

48. 1) One person at a time

49. 2) Clearly set your goals and questions before
getting out of the building

50. 3) Distinguish and separate feedback from
behaviour (from the customer)

51. 4) Get excited about listening things you don’t
wanna hear

52. 5) Make the customer feel comfortable telling you
what you don’t wanna hear
“Don’t build what nobody wants”

53. 6) Make open ended questions
(you want answers to be stories)

54. 7) Listen, don’t talk

55. 8) Show interest, but don’t influence

56. 9) Follow your intuition and dig in
Find the “Why” behing the “What”

57. 10) Repeat and paraphrase to confirm you
understood correctly

58. 11) At the end of the interview, ask customer to refer
you to other customers to talk to
DON’T FORGET!!!
(Startups fail because they don’t find customers)

59. 12) Write down your notes as soon as possible

60. 13) Customers don’t know what they want. Make
them talk about their problematic situations and their
behaviour. Avoid getting them talk about their
emotions.
(Present and past stories on how they behave)

61. 14) Make use of technology

62. 14) Make sure you talk and listen to YOUR
CUSTOMER!!!

63. What do you know?
VS
What do you ignore?

64. Business Model Canvas
(BMC) Alexander Osterwalder
?
?
? ?
?
? ?
? ?

66. • Filter Question
• Tell me about how is like when…
• Describe the last time that happen…
• How does that process work for you?
• Have you tried several ways to do it?
• Who makes the decisiones throughout
that process?
Exploration Questions Guide

67. Lean
Startup
Eric Ries

68. SOCIAL
EXAMPLE

70. “Technology is just a means to an
end”
Ury Sarabia

71. Simulación

75. “Customer Discovery"
#StartupEssentials #Apremy
www.UrySarabia.com @sarabiau
www.StartupEssentials.Co / www.Apremy.com
ury@apremy.com
Global Entrepreneurship Summer School (GESS)
Tec de Monterrey campus Santa Fé
México City
September 13th, 2016
Thank you!!!

77. 5 mins.
.com

78. Problems
Ideas
Design Thinking
Lean Startup
Start PointMethodology
Clientology
(Startup Essentials & Apremy) Customers