Post on 21-Jan-2018
transcript
How customer development fuels product development in
SaaS, E-commerce and Mobile
What is Customer Development
Get out of the building. Steve Blank
• Who your customers are • What problems and needs they have • How they are currently behaving • Which solutions will they give their money for (even if
the product is not live yet) • How to provide solutions in a way that works with how
your customers decide, buy and useLean Customer Development.
Cindy Alvarez
AARRR by Dave McClure
Every stage of product development requires its own customer development plan
Acquisition
• Connect with customers early • Landing page - collect emails • Sign up - talk to every customer in the beginning • Onboarding flow • Qualaroo surveys give you customer insights
Activation
• How successful your customers first experience was • Mixpanel analytics
Revenue
• Payment • Founder/Product person email:
Glad to have you on board and thanks for paying! Can we talk to discuss you needs?
Customer Development for Marketing
• Use your audience wording Copy that speaks • Be where your audience hangs out Promotion channels
E-commerce Boommy.ru
Two-sided marketplace
• Guerilla tests - fun and lots of
insights • Place: coffee shop
E-commerce Boommy.ru
Two-sided marketplace
• Usability tests: invalidate your designer assumptions
• Hint: Shut up and listen • Place: Places where your target audience hangs
out
E-commerce Boommy.ru
Two-sided marketplace
• Urgency matters • Get their phone number - Experience the product -
Collect invaluable feedback • Call users in 5-30 seconds after they experience
your product/feature
Customer
Development in SaaS
SplitMetrics.com
• A/B testing and analytics for the App Store • Linkedin connect => Get your target audience
touch the product early • Souncloud were the SplitMetrics early adopters
and helped build it in the very beginning
Watch your funnel!
• Customer identity analytics is the core part of
customer development. • Slice your audience and find those who
successfully go through the funnel and those who don’t.
• Just ask them one simple question: Why?
Kano Method for Feature List Prioritizing
Mobile
• User testing: get real users touch your app wireframes
prototype even before designing it or coding.
• Define user segments • Competitive analysis: what
they love/don’t like/hate/irritated about?
• Backlog for the next version