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FOCUS Con: Mastering customer interviews

  1. 1. FOCUS Con WELCOME TO…
  2. 2. MASTERING CUSTOMER INTERVIEWS @Justin_Wilcox
  3. 3. 1. First of it’s kind 2. Built for you 3. An MVP 4. Feedback please Digital Conference
  4. 4. 1. Video 2. Exercises 3. Report Bug 4. Questions vs Chat Tour
  5. 5. MASTERING CUSTOMER INTERVIEWS @Justin_Wilcox
  6. 6. 9:10 - Interviews get Sales 9:30 - Who to Interview 10:20 - Networking Roulette 10:35 - How to Interview 11:20 - Interviewing Practice 12:00 - Mentoring (Silver & Gold) Agenda
  7. 7. INTERVIEWS GET SALES
  8. 8. My Background 18 months
  9. 9. Discovered Lean Startup
  10. 10. ThingsWeStart
  11. 11. Success
  12. 12. FOCUS Framework
  13. 13. Startup Accelerators
  14. 14. Curriculum
  15. 15. Fortune 1000
  16. 16. ?’s
  17. 17. START AT THE end
  18. 18. WHY INTERVIEW CUSTOMERS? SALES
  19. 19. BUILDING PRODUCTS IS
  20. 20. BUILDING PRODUCTS IS EASY
  21. 21. SELLING PRODUCTS IS
  22. 22. SELLING PRODUCTS IS HARD
  23. 23. 1. Website copy 2. Marketing channel 3. Marketing message 4. Competitive advantage Interviews Make Selling Easier
  24. 24. SAMPLE APP:
  25. 25. SAMPLE APP: PANDORA FOR
  26. 26. SAMPLE APP: PANDORA FOR EXERCISE
  27. 27. PROBLEM: EXERCISE IS
  28. 28. PROBLEM: EXERCISE IS BORING
  29. 29. INTERVIEWS AREN’T ABOUT
  30. 30. INTERVIEWS AREN’T ABOUT YES / NO
  31. 31. INTERVIEWS ARE ABOUT
  32. 32. INTERVIEWS ARE ABOUT MARKETING
  33. 33. INTERVIEWS ARE ABOUT STRATEGY
  34. 34. INTERVIEWS ARE ABOUT COMPETITION
  35. 35. INTERVIEWS ARE ABOUT SALES
  36. 36. ?’s
  37. 37. WHO TO INTERVIEW
  38. 38. FOCUS 1.4 Adoption Behavior Curve
  39. 39. Diffusion of Innovations Early Adopters Early Majority Late Majority Laggards Victory
  40. 40. Exercisers “Exercise is boring” Victory Start “I don’t have an app that gives me new workouts”
  41. 41. “Exercise is boring” Goes to Pole Dancing classes Goes to CrossFit Watches YouTube exer. videos Uses “Zombies, Run” app Uses “7 min. workout” app Takes Cardio Hip Hop classes Tweets about new Pole Dancing class Comments on a CrossFit blog Gives feedback on “Zombies, Run” app Yelp review on Cardio Hip Hop classes Joins exercise Meetup Group
  42. 42. HELP / FEEDBACK?
  43. 43. WHO ARE EARLY ADOPTERS? Seeking a Solution Know they Have It Have the problem Customers who…
  44. 44. WHERE ARE YOURS? Externally Observable Behavior Tweets about new Pole Dancing class Comments on a CrossFit blog Gives feedback on “Zombies, Run” app Yelp review on Cardio Hip Hop classes Joins exercise Meetup Group
  45. 45. SAVE IT
  46. 46. TAKEAWAYS
  47. 47. FEEDBACK
  48. 48. ?’s
  49. 49. 9:10 - Interviews get Sales 9:30 - Who to Interview 10:20 - Networking Roulette 10:35 - How to Interview 11:20 - Interviewing Practice 12:00 - Mentoring (Silver & Gold) Agenda
  50. 50. NETWORKING roulette
  51. 51. 1 MIN left
  52. 52. 9:10 - Interviews get Sales 9:30 - Who to Interview 10:20 - Networking Roulette 10:35 - How to Interview 11:20 - Interviewing Practice 12:00 - Mentoring (Silver & Gold) Agenda
  53. 53. ASKING FOR INTERVIEWS
  54. 54. 3 Rules of Cold Contacts 1. Email 2. LinkedIn 3. Twitter 4. Facebook
  55. 55. 3 Rules of Cold Contacts 1. Personal
  56. 56. 3 Rules of Cold Emails 1. Personal 2. Short – 5 sentences
  57. 57. 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
  58. 58. 3 Rules of Cold Emails 1. Personal 2. Short – 5 sentences 3. Valuable
  59. 59. 140 Characters
  60. 60. REDDIT DEMO
  61. 61. ASK FOR MORE INTERVIEWS
  62. 62. 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
  63. 63. ASKING FOR INTERVIEWS
  64. 64. ?’s
  65. 65. What to Ask
  66. 66. DEMO Interview?
  67. 67. Rule #1 Don’t talk about your idea
  68. 68. Rule #2 Never ask about the future - “Would you use...” - “How much would you pay?”
  69. 69. WHAT NOT TO ASK
  70. 70. 1. Don’t sell during interview 2. Listen 3. Their Answers = Sales Strategy Interviewing Secret
  71. 71. 1. Website copy 2. Marketing channel 3. Marketing message 4. Competitive advantage Interviews Make Selling Easier
  72. 72. What to Ask?
  73. 73. FOCUS 1.8 CUSTOMER INTERVIEW TEMPLATE
  74. 74.  Partner  8 minutes each  “...hardest part about being a founder ?” PRACTICE
  75. 75. TAKEAWAYS
  76. 76. YOUR NEXT STEP
  77. 77. FEEDBACK
  78. 78. ?’s
  79. 79. 9:10 - Interviews get Sales 9:30 - Who to Interview 10:20 - Networking Roulette 10:35 - How to Interview 11:20 - Interviewing Practice 12:00 - Mentoring (Silver & Gold) Agenda
  80. 80. FOCUS Framework
  81. 81. S O F C C F U U O How to find Product-Market Fit FOCUS Framework
  82. 82. How to find Product-Market Fit FOCUS Framework S O F C C F U U O 1. Concrete steps 1 2 3 4 56 ... 2. Orders the steps 3. Exercises & tools for each step
  83. 83. 1. Lifetime video access 2. Electronic copy of FOCUS ($99) 3. Mentoring Upgrade to Silver Everything: $99
  84. 84. 1. Lifetime video access 2. Electronic copy of FOCUS 3. Mentoring 4. Print or Video version of FOCUS ($499) Upgrade to Gold Everything: $299
  85. 85. 1. Feedback survey 2. Recording links 3. Mentoring What’s Next
  86. 86. MASTERING CUSTOMER INTERVIEWS @Justin_Wilcox
  87. 87. FOCUS Con THANKS YOU!
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