ciclo para emprendedores: “sin mercado no hay startup: customer discovery”
TRANSCRIPT
Partners académicos
Ciclo para Emprendedores“Customer discovery:
La importancia de entender al mercado”
Fecha: 09/04/2015
Ponente: Álvaro Cuesta
Hashtag: #emprendeEAE
¿Qué vamos a ver?
• Conocer al segmento de cliente
• El mapa de empatía
• El principio Get Out of the Building
• Metodologías de validación de hipótesis
The Lean Startup methodology is a learning
strategy to build a sustainable business – and
this learning can be validated scientifically, by
running experiments that allow the
entrepreneur to test the viability of their
vision.
Matthew E. May
Lean Startup
● Customer Development
● Uncertainty
● Minimum Viable Product
● Build-Measure-Learn Loop
● Product / Market Fit
Lean Startup
Steve BlankStanford Professor
"Most startups fail not
because they lack of
product, but because they
lack of customers."
Customer Development
"When I was in the moment of creating a new idea
I started building it as I had it in my mind or as the
team imagined it, then we tested it with friends or
family, very wrong! We released the app but never
got close to real customers."
CustDevDay Alumni
"After 11 months developing a software without talking
to anybody, I decided to show it to my closest friends and
ask them to use it. Guess what? Nobody wanted."
Alline Watkins
"Some mistakes will be made along the way. That’s good because at least some decisions are being made along the way. And we’ll find the mistakes and we’ll fix them."
Steve Jobs, WWDC 1997
"You gotta start with the customer experience and works backward to the technology. You can’t start with the technology and try to figure out where you are going to sell it."
1. Definir Persona. (a.k.a. Customer Segment)
2. Entrevistar 5 sujetos que coinciden con esa persona.
3. Definir el problema que queremos solucionar.
4. Entrevistar 5 personas acerca cuánto necesitarían una solución a ese problema. Preguntar cuánto lo necesitan del 1 al 5, p. ej.
Qué tendría que ser un 5
5. Definir y prototipar una Solución
6. Haz una lista y enumera sus hipótesis.
7. Repetir hasta encontrar 5 early adopters.
@emprendercuesta
Entendiendo el Cust.
Development
Entrevistar al cliente
1. Rompe el hielo
2. Refuerza su rol -> “Entonces, eres del tipo XX, no?”
3. “¿Cómo te describes a ti mismo como XX?”
4. “¿Cuáles son tus principales actividades como XX?”
5. “¿Cuáles son tus objetivos como XX?”
6. “¿Dónde puede encontrar a otros como tu?
¿Cuáles son tus principales problemas como
XX?
"There is no such a thing as negative feedback.
It is all about learning." Alline Watkins
"Customer Development is like
dancing, you only learn when you
practice it."Ruggero Scorcioni, CustDevDay Alumni
"Destroy your fear to confront customer and
open your mind to learn fast."
"No business model survives first contact with customers.“Steve Blank
El principio Get Out of the
Building
Un MVP es una
version nueva del
product que permite
al equipo recoger la
máxima cantidad de
aprendizaje validado
sobre sus clientes con
el menor esfuerzo
(Eric Ries)
Experimenta: crea un
MVP