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Customer Discovery, Customer Development, Lean Startup and FOCUS Framework overview for EarlyStage.no

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Building stuff that sells

  1. 1. BUILDING STUFF THAT SELLS
  2. 2. WHO AM I?
  3. 3. My Background 18 months
  4. 4. Discovered Lean Startup
  5. 5. ThingsWeStart
  6. 6. Success
  7. 7. Startup Accelerators
  8. 8. Curriculum Mentor & Speaker
  9. 9. FOCUS Framework
  10. 10. ?’s
  11. 11. Agenda 1. Who am I? 2. 5 Steps to Sales 3. Who do you Interview? 4. How to Ask for Interviews 5. Better Startup Marketing 6. Wrap Up
  12. 12. FUNDED STARTUPS FAIL
  13. 13. WHY?
  14. 14. BUILD GREAT PRODUCTS
  15. 15. CUSTOMERS DON’T BUY products CUSTOMERS BUY SOLUTIONS TO problems
  16. 16. FUNDED STARTUPS FAIL
  17. 17. CUSTOMERS DON’T BUY products CUSTOMERS BUY SOLUTIONS TO problems
  18. 18. BUILD STUFF THAT SELLS
  19. 19. BUILD SOLUTIONS CUSTOMERS BUY 5 STEPS
  20. 20. Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption 5 2 1 3 3 1 4 4 2 The 5 Steps You’ll Learn
  21. 21. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit
  22. 22. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Cold Outreach, Ads Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Step
  23. 23. FOCUS Framework
  24. 24. CASE STUDIES
  25. 25. Started as: 100’s of Providers: Demo Day: Raised $800k Team Size: 14 Customers: 1000’s
  26. 26. Social Enterprise Tried to Raise: $350k Raised: $372k (Oversubscribed) Marketplace Profitable Enterprise Customers:
  27. 27. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Cold Outreach, Ads Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Step
  28. 28. ?’s
  29. 29. Agenda 1. Who am I? 2. 5 Steps to Sales 3. Who do you Interview? 4. How to Ask for Interviews 5. Better Startup Marketing 6. Wrap Up
  30. 30. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Cold Outreach, Ads Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Step
  31. 31. Riskiet Assumption Who do you Interview?
  32. 32. Riskiet Assumption How do you Find Them?
  33. 33. ADOPTION BEHAVIOR CURVE
  34. 34. Diffusion of Innovations Early Adopters Early Majority Late Majority Laggards Victory
  35. 35. Startup founders “Not sure how to apply Lean Startup” Victory Start
  36. 36. “Not sure how to apply Lean Startup” Goes to Lean Startup Machine Pays for online courses Goes to Lean Startup Conf. Makes calls on Clarity Buy’s Ash’s Book Enrolls in Founder Institute Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  37. 37. What are Early Adopters? “Paying” to Solve It Know they Have It Have the problem Customers who…
  38. 38. Where are yours? Externally Observable Behavior Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  39. 39. ?’s
  40. 40. SUMMARIZE
  41. 41. WHAT DO CUSTOMERS BUY?
  42. 42. 5 STEPS OF FOCUS?
  43. 43. WHAT’S THE DIFF. EARLY ADOPTERS VS EARLY MAJORITY?
  44. 44. Agenda 1. Who am I? 2. 5 Steps to Sales 3. Who do you Interview? 4. How to Ask for Interviews 5. Better Startup Marketing 6. Wrap Up
  45. 45. ASKING FOR INTERVIEWS
  46. 46. PROBLEM IT SOLVES 1. UNSURE HOW TO ASK? 2. INCREASE YOUR CONVERSION RATE 3. GIVE YOURSELF A TIMELINE
  47. 47. HOW TO ASK 1. COLD CONTACT 2. IN-PERSON
  48. 48. 3 Rules of Cold Contacts 1. Email 2. LinkedIn 3. Twitter 4. Facebook
  49. 49. 3 Rules of Cold Contacts 1. Personal
  50. 50. 3 Rules of Cold Emails 1. Personal 2. Short – 5 sentences
  51. 51. 5 Sentence Cold Email 1. About them 2. About both of you 3. What you’re doing 4. What you’re offering 5. The ask
  52. 52. 3 Rules of Cold Emails 1. Personal 2. Short – 5 sentences 3. Valuable
  53. 53. 140 Characters
  54. 54. #1 People are Waiting - Public Transit - Long lines (amusement park, concert tickets, movies, sporting events) - Airports In-Person Interviews #2 Props Can Help
  55. 55. LET’S ASK FOR INTERVIEWS!
  56. 56. Lean Startup Founders “How do I do Lean Startup?” Lean Startup LinkedIn Group LSM Facebook group members Blog readers 8/198/128/7 8/10 8/15 8/22 9/78/298/24
  57. 57. PROBLEM IT SOLVES 1. UNSURE HOW TO ASK? 2. INCREASE YOUR CONVERSION RATE 3. GIVE YOURSELF A TIMELINE
  58. 58. ASKING FOR INTERVIEWS
  59. 59. TAKEAWAYS
  60. 60. Agenda 1. Who am I? 2. 5 Steps to Sales 3. Who do you Interview? 4. How to Ask for Interviews 5. Better Startup Marketing 6. Wrap Up
  61. 61. BETTER STARTUP MARKETING
  62. 62. OFFER DESIGN
  63. 63. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Cold Outreach, Ads Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Step 1. Problem 2. Marketing Copy 3. Marketing Channels Why?
  64. 64. PROBLEMS IT SOLVES 1. WHY DO WE INTERVIEW? 2. DEVELOP MARKETING STRATEGY 3. WHERE TO MARKET, WHAT TO SAY
  65. 65. AN OFFER IS… 1. CHANNEL 2. PROBLEM-ORIENTED MESSAGE 3. CALL TO ACTION
  66. 66. Channel Message Call to Action AN OFFER IS…
  67. 67. Blog Facebook ads Lean Conference Cold emails Founder Institute ?
  68. 68. TIME 1. HOURS 2. DAYS 3. WEEKS
  69. 69. MONEY 1. FREE 2. < $100 3. < $500 4. < $1000 5. >= $1000
  70. 70. Blog Facebook ads Lean Conference Cold emails Founder Institute 1 1 3 2 2 1 2 3 1 1 1 2 9 2 2 1050 11000 250 200 1000 1050 11K 250 200 1000 1 2 9 2 2 1050 5500 27.7 100 500
  71. 71. PROBLEM-CENTRIC MESSAGING 1. PROBLEMS - NOT SOLUTIONS 2. EMOTIONAL 3. SHORT 4. ASK QUESTIONS 5. IT’S ABOUT “YOU”
  72. 72. Blog Facebook ads Lean Conference Cold emails Founder Institute Overwhelmed? What to do Next and HOW to do it Overwhelmed? HOW to do Lean Startup Overwhelmed? HOW to find your Product-Market Fit Want Focus? Step-by-Step Lean Startup Instructions Want Focus? HOW to do Lean Startup 1 1 3 2 2 1 2 3 1 1 1 2 9 2 2 1050 11000 250 200 1000 1050 11K 250 200 1000 1 2 9 2 2 1050 5500 27.7 100 500 ?
  73. 73. Blog Facebook ads Lean Conference Cold emails Founder Institute Overwhelmed? What to do Next and HOW to do it Overwhelmed? HOW to do Lean Startup Overwhelmed? HOW to find your Product-Market Fit Want Focus? Step-by-Step Lean Startup Instructions Want Focus? HOW to do Lean Startup Get 1-on-1 Mentoring Now Facebook Ads Overwhelmed? HOW to find your Product-Market Fit Get 1-on-1 Mentoring Now 1 1 3 2 2 1 2 3 1 1 1 2 9 2 2 1050 11000 250 200 1000 1050 11K 250 200 1000 1 2 9 2 2 1050 5500 27.7 100 500 Start your Lean Video Course Get the Cust. Dev Workbook Facebook Ads Overwhelmed? HOW to find your Product-Market Fit Start your Lean Video Course ?
  74. 74. OFFER DESIGN
  75. 75. PROBLEMS IT SOLVES 1. WHY DO WE INTERVIEW? 2. DEVELOP MARKETING STRATEGY 3. WHERE TO MARKET, WHAT TO SAY
  76. 76. BETTER STARTUP MARKETING
  77. 77. ?’s
  78. 78. SUMMARIZE
  79. 79. Channel Message Call to Action AN OFFER IS…
  80. 80. PROBLEM-CENTRIC MESSAGING 1. PROBLEMS - NOT SOLUTIONS 2. EMOTIONAL 3. SHORT 4. ASK QUESTIONS 5. IT’S ABOUT “YOU”
  81. 81. TAKEAWAYS
  82. 82. SUMMARIZE
  83. 83. CUSTOMERS BUY WHAT?
  84. 84. 5 STEPS OF FOCUS?
  85. 85. WHICH STEP TESTS MARKETING?
  86. 86. WHICH STEP TESTS SALES?
  87. 87. WHAT’S THE DIFF. EARLY ADOPTERS VS EARLY MAJORITY?
  88. 88. HOW/WHERE DO YOUFINDFIND YOUR EARLY ADOPTERS?
  89. 89. WHO DESIGNS YOUR MARKETING STRATEGY?
  90. 90. WHEN WILL THEY DESIGN IT FOR YOU?
  91. 91. TAKEAWAYS
  92. 92. FOCUS Framework
  93. 93. BUILDING STUFF THAT SELLS
  • DanielZaretsky

    Feb. 2, 2018
  • yoichi

    Jan. 1, 2018

Customer Discovery, Customer Development, Lean Startup and FOCUS Framework overview for EarlyStage.no

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