mashing up customers, users, product and business
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Mashing up customers, users, product and
businessMarko Taipale - Agile Saturday X
!
Twitter: @markotaipale
Imagine…
Idea
Magic Fairy in 15 mins
3 years old being sick
HELP!
Mother of 2
What would you do next?
Model
Validate
Develop plug concept
Build and sell plug
Find customer with hole
Validate
Find more customers
Sell more
Refine plug
Scale company
Fancier Model
Learn Build
Measure
Ideas
ProductData
Customer Discovery
Customer Validation
Customer Creation
Company Building
Pivot
.. in use
Idea
Magic Fairy in 15 mins
3 years old being sick
HELP!
Mother of 2
Who has this problem?
Customer: Father / Mother Problem: Got to get to work
It is a guess, right?
How would you figure it out?
Mother of 2Me
Would you buy this idea?
Mother of 2Me
Would you buy this idea?
Imagine a scenario… Could you walk me trough what happens?
!Ok, what are the problems you face?
What I am trying to find out?
What I found out..
• 15 min is not a problem, the following days are..
• I’d see that paying to solve this problem would be my employers responsibility
• There is a free service … but they do not have any SLAs
• Trust is the biggest emotional issue
PIVOT
Idea
Magic Fairy in 15 mins
3 years old being sick
HELP!
Mother of 2
Employer
Let me pay this
Customer: Company User: Father/Mother
Problem: Save money by taking care of sick kids
What I found out..
• 300+ hrs / family lost (in age of 27-45)
• Customer acknowledges the problem .. and would pay if somebody would fix the problem
“Validating” that they have this problem
Customer-Problem fit Who is my customer? What is her problem?
What’s next?
From idea to solution
CustomerMe
Do you want to buy this?
CustomerMe
Do you want to buy this?
You mentioned that you have these problems… !
Now we thought this very hard and came up a possible solutions, would you like to see it? !
What do you like, what do you do not like? (and why?) !
How would you like to have it? !
What are the things you could live out? !
When/would you be willing to test this out? !
How much would you be ready to invest into this?
What I am trying to find out?
What’s next?
Minimum Viable Product !
= the thing we need to do to learn the most
Idea -> MVP
“Validating” that they need this solution for
fixing the problem
CustomerMe
Do you want to buy this?
CustomerMe
Do you want to buy this?
Would you like to run this test to see… !
If this fixes the problem, how much you pay for this? !
So what have we done so far..
Customer-Problem fit Who is my customer? What is her problem?
Problem-Solution fit Does my solution fix the problem?
What would happen next?
Customer-Problem fit Who is my customer? What is her problem?
Problem-Solution fit Does my solution fix the problem?
Product-Market fit Is there a market for my product?
Scale How can I grow the company?
The model
Idea
Customer-Problem fit
Problem-solution fit
Product-market fit
Scaling
Find customer candidates
Build in-depth customer understanding
Capture problems Validate
Choose problem
Design solution concept Validate Design &
build MVP Sell
Create new customers Refine
productDevelop
business model Validate
Develop everything Build company Model of business and product
development by Marko and Ari
How agile software development fits into this?
Idea
Customer-Problem fit
Problem-solution fit
Product-market fit
Scaling
Agile SW Dev
Developing in slices Fast feedback
Frequent delivery User metrics Coordination
Tools
Concept
Business model
Lean Canvas
http://practicetrumpstheory.com/2010/08/businessmodelcanvas/!
Validation board
Validation Lessons Learned
CP fit
PS fit
PM fit
Hypos
Assumptions
Model
Our understanding
Reality
Customers
Riskiest !assumption
Success criteria
Experiment
Results
Validated Learnings
Out of the building
Summary
• Idea -> Find the customer with the problem
• Problem -> Figure out the solution, check with customers, use MVP to maximise learning, ask cash in “day 1”
• Use simple tools to share and co-create
• Iterate & validate
Books
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