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Customer Development Model


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Guest Lecture in "Business Administration" course in Faculty of Computer Science, University of Indonesia, 16 October 2015.

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Customer Development Model

  1. 1. Customer Development Model Anggriawan Sugianto Chief Technology & Operations, Suitmedia University of Indonesia – 16 Oct 2015 @anggriawan in/anggriawan
  2. 2. Where are the customers? Product Development 2 Product Concept Product Development Alpha/Beta Test Product Launch
  3. 3. Customer Development 3 Customer Discovery Customer Validation Customer Creation Company Building Get outside the building!
  4. 4. Market Type Existing Market Re-Segmented Market New Market Clone Market Customers Existing Existing New New Customer Needs Performance Cost & Perceived Needs Simplicity & Convenience Already Proved Overseas Performance Better / Faster Good Enough (for Low End or Niche) Good Good Enough (for Local Market) Competition Incumbents Incumbents Other Startups Foreign Originators Risks Incumbents Incumbents & Niche Strategy Fails Market Adoption Cultural Adoption 4
  5. 5. Customer Discovery Customer Discovery 5 Verify or Pivot Test the Solution Test the Problem State the Hypothesis Customer Validation
  6. 6. Business Model Key Partners Key Activities Value Propositions Customer Relationships Customer Segments Key Resources Channels Cost Structures Revenue Streams 6
  7. 7. Customer Discovery Customer Validation 7 Verify or Pivot Develop Positioning Sell to Visionary Customers Get Ready to Sell Customer Validation
  8. 8. Competitive Positioning 8 Cost Benefits My Company Competitor Group A Competitor Group B Competitor Group C
  9. 9. Customer Creation Customer Creation 9 Create Demand Launch the Product Position Company & Product Get Ready to Launch Company Building
  10. 10. Customer Relationship 10
  11. 11. Company Building 11 Fast-Response Departments Entrepreneurial à Mission à Process Review Management Sell to Mainstream Customers Customer Creation Company Building
  12. 12. 4P •  Build a good place to work •  Train your employees PEOPLE •  Develop SOP •  Improve business process mgt. PROCESS •  Quality management PRODUCT PROFIT 12
  13. 13. People First 13
  14. 14. SEARCH EXECUTION Start Up vs. Scale Up Customer Discovery Customer Validation Customer Creation Company Building 14
  15. 15. Anggriawan Sugianto @anggriawan in/anggriawan let’s discuss