First step of the 4 steps to the epiphany mapped to the Lean Canvas - Discovery -> Customer Problem fit, and the exploration of the artifacts left behind.

1. Customer - Problem Fit
John Sechrest
2018/3/5
@sechrest

5. A
Customer
Is
Someone
Who
Pays
You

6. CustomerProblem
Early
Adoptors
Existing
Alternatives
Competitive
Matrix
Feature
Analysis CRM +
Interview
notebook
Solution
Proposal

7. ● Make a Hypothesis
● Construct a test to get Yes/No
● Interview 5 people
● Make an offer
● Measure conversion rate
● Document learning
● What sub-niche will yield the best
results?
● How do you get 100 people with
the problem?

8. 1) has the problem
2) knows they have the problem
3) has spent resources on solving the problem.
a) Money
b) Time
c) Space
4) is still unhappy with the solution
5) is willing to spend money to solve the problem.
An early Adoptor is someone who:

10. Market
attractiveness
Solution
channel Fit
Customer
Problem Fit
Problem
Solution Fit
Solution
Customer fit
Scale

11. Name Phone Email Twitter Linkedin Problem Know it?

12. What do you use to gather data?
How do you record it?
How do you organize it into Learning?

15. Customer Interview Hints
Ask about current behavior
Ask about previous decisions
Qualify the context of the user
Do not offer future “would you “ projection questions
Have them tell you a story about what happened
Ask people to show you how they do things
Directly observe the behavior
Follow up - What do you mean?
Listen deeply. Give space for people to answer
It is not about the product

16. How do you find 100 people who
all share the same problem?
Collect the details…..

17. How do I find customers
What are the sub-sub-segment?
Where do they spend time?
What content do they engage with?
How do you engage with that content?
Which are close to you?
Where can you go that they will be?

18. Lean
Canvas
Sales Funnel Metrics
Content
Strategy
Lab
Notebook
Customer
Database
Competitive
Matrix
Cash
Flow
Projection

19. Geoffry Moore Value Prop
For ____________ (target customer)
who ____________ (statement of the need or opportunity)
our _____________(product/service name)
is ____________ (product category),
that (statement of benefit) ____________

20. Did you know that [CUSTOMER CATEGORY]
experience [MASSIVE PAIN]? This is a [MARKET SIZE] billion
dollar opportunity in the US alone. [PRODUCT NAME] is
a [PRODUCT CATEGORY] that [VALUE PROPOSITION].
Unlike other alternatives we, [KEY DIFFERENTIATOR]. The
team includes [CREDIBLE TEAM BIOS] and we make money
by [BUSINESS MODEL]. In essence, we are the [WELL-
KNOWN ANALOGUE] for [ANALOGUE PRODUCT
CATEGORY] and our vision is to [HOW WILL THE WORLD BE
DIFFERENT? WHY DO YOU CARE?]. We have
already [EXECUTED MILESTONES] and you are must be
involved because [INVITE!].

21. Cindy alvarez - https://www.youtube.com/watch?v=TTPFm4F0F60
https://www.youtube.com/watch?v=zOqvoMMcq7I&list=PLcdm0yqdmhJopRkTh
Q16Wc8LXqSoQg15m
https://www.youtube.com/watch?v=Cl9vMBFHIf0
https://www.youtube.com/watch?v=KZYntTU3JW4
https://www.youtube.com/watch?v=8tiuWYs5Z-A
https://www.youtube.com/watch?v=zOqvoMMcq7I&list=PLcdm0yqdmhJopRkTh
Q16Wc8LXqSoQg15m
https://www.youtube.com/watch?v=V3syNbgSkwE
https://www.slideshare.net/cindyalvarez/practical-customer-development
https://giffconstable.com/2010/07/12-tips-for-early-customer-development-
interviews/
http://2015.leanstartup.co/we-cant-find-customers-to-interview-now-what/