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Talking to Humans: Customer Discovery 101

Copy of my slides from the Entrepreneurship Educators Forum (EEF.org) presentation on customer discovery on May 13, 2015

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Talking to Humans: Customer Discovery 101

  1. @NYUEntrepreneur Talking to Humans: Customer Discovery 101 Frank Rimalovski Executive Director, NYU Entrepreneurial Institute Managing Director, NYU Innovation Venture Fund Adjunct Professor, NYU Polytechnic School of Engineering Instructor, National Science Foundation (NSF) I-Corps May 13, 2015
  2. @NYUEntrepreneur In the beginning… 2
  3. @NYUEntrepreneur Evolution… 3
  4. @NYUEntrepreneur Buzzword (Non)Compliance u  MVP ≠ Product u  Pivot ≠ Restart u  Customer Discovery ≠ Selling 4
  5. @NYUEntrepreneur Customer Discovery 5 Hypothesis Design Experiments Test Insight
  6. @NYUEntrepreneur Goals of Customer Discovery 1.  (In)validate problem/solution fit 2.  (In)validate business model component hypotheses 3.  Begin to identify & test Minimum Viable Product (MVP) u  NOT to get statistical relevance, but pattern recognition to get insight
  7. @NYUEntrepreneur7 TALKING TO HUMANS Success starts with understanding your customers GIFF CONSTABLE with Frank Rimalovski illustrations by Tom Fishburne and foreword by Steve Blank
  8. @NYUEntrepreneur Who do you want to learn from?3A. Who Do You Want To Learn From (Inked) 8
  9. @NYUEntrepreneur What do you want to learn?4D. What Do You Want To Learn 9
  10. @NYUEntrepreneur What do you want to learn? 10
  11. @NYUEntrepreneur What do you want to learn? u  Do not sell! No demos! No presentations! u  Get stories, not speculation u  Ask open-ended questions u  Ask why? Then why? They why again! u  Create a guide (not a script) 11
  12. @NYUEntrepreneur How do you find interview subjects?5A. How Do You Find Your Interview Subjects (Inked) 12
  13. @NYUEntrepreneur How do you find interview subjects? u  At least one degree of separation u  Make referrals happen u  Get creative…recruiting hacks u  Fish where the fish are… u  …In the wild u  Promise to be brief u  Play the student/researcher card u  Thoughts on enterprise customers 13
  14. @NYUEntrepreneur How to ensure an effective interview?6B. How To Ensure An Effective Session (Draft) 14
  15. @NYUEntrepreneur How to ensure an effective interview? u  Beware of confirmation bias u  Do it in person, one at a time u  Get subjects to tell a story u  Look for solution hacks u  Understand their priority u  Follow your nose & drill down u  Listen and STFU! u  Have someone take notes 15
  16. @NYUEntrepreneur Pro Tips: Students/teams u  Practice, practice, practice u  Don’t start with your dream customer u  Flatter subjects u  Be transparent u  Follow up/stay in touch u  Write up key insights right away 16
  17. @NYUEntrepreneur Pro Tips: Instructors/educators u  Do exercises & practice before hand u  Hold teams accountable to >100 interviews u  Get the class/cohort to help one another u  Make them publish interview summaries u  Read & critique their summaries u  Keep them focused on the problem, not the solution 17
  18. @NYUEntrepreneur Resources 18 TALKING TO HUMANS Success starts with understanding your customers GIFF CONSTABLE Pre-release edition with Frank Rimalovski and illustrations by Tom Fishburne bit.ly/llpcdvstalkingtohumans.com
  19. @NYUEntrepreneur Questions?2B. Story 19
  20. @NYUEntrepreneur Thank you! fbr4@nyu.edu @rimalovski nyu.edu/entrepreneur nyuentrepreneur.com 16 Washington Place, NYC 20
  21. @NYUEntrepreneur Helping startups start up

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