svfi april 9, 2013 customer development & startup research gagan biyani slides

7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Gagan Biyani Slides

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By Gagan Biyani@gaganbiyani

The Bill ion Dollar QuestionIs my idea any good?



Gagan

Biyani:

About

MeCo‐Founder, Udemy

Founder Institute Grad

Raised $16 MM

Over $6

MM

in

courses

sold

Marketing Consultant/Advisor, Lyft

Led Lyft’s launch in Los Angeles

Blogger, TechCrunch

Investigative article led to investigation by FTC

Mentor/Advisor

Founder Institute,

Lean

Startup

Machine

TenderTree, Wedding Party and Sokikom

Founder, Growth Hacker Conference

Leading startup conference on marketing

San Francisco, May 3, 2013



Overview

1. Customer Development / Research

1. Startup Concierge

1. Building a Fact

‐Based

Culture



Elements

of

a

Good

Idea

Product/Market FitMarket Size

Viability

Your mom wants to use it

Competition



Do people want your product?



Go find your customer

Then, get on the phone and call them!!!



Anatomy of a Customer Survey

How many days a week do you order take‐out or

delivery for dinner?

When you

order

dinner

to

your

house,

how

much

do

you usually spend per meal (incl. delivery)?

What are your main criteria when determining what

to eat? (Pick as many as applicable)

How much would you expect to pay to have a healthy,

delicious, home‐cooked meal delivered to your door?

How much would you expect to pay to have a healthy,

delicious meal

prepared

by

the

head

chef

of

a restaurant you know delivered to your door?

Are you satisfied with the options you have for dinner

each night?

What city do you live in?

Qualifying the audience

Understanding motives

Are the price expectationsreasonable?

How do price expectations

change?

Another qualification

Obtaining facts

Open-ended question



Testing your product without

technology



Use whatever you need to test your idea



Minimal Viable Product



Facts trump Reason



I’m right. No I’m right. No I’m right.

1. Asian Short Ribs with Star Anise Glaze Tender, fall-off-the-bone ribs marinated in a tangy glaze. Served with vegetables.

2. Chef’s Special Meatballs in Spicy MarinaraChef Sam’s specialty. Moist, juicy pork meatballs infused with red pepper and spices.

3. Chicken AdoboSucculent chicken simmered in a fragrant blend of soy sauce, garlic, cider vinegar,black pepper and bay leaves.

4. Braised Chicken in White Wine Leek Sauce Tender and juicy chicken marinated in a light, flavor-packed sauce. Sprinkled withblack pepper.

5. Vegetable Lasagna

Hand made pasta in a light cream sauce filled with a medley of fresh veggies.

What meal option do people want to eat?



Data FTW



Twitter: @gaganbiyaniE-mail: [email protected]

Questions?

svfi april 9, 2013 customer development & startup research gagan biyani slides

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