svfi april 9, 2013 customer development & startup research jeff bonforte slides
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7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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Know your advantage?Product, Distro (supply), Sales/Marketing (demand), Business Model, etc.
Failure feedback loop engineered at the core.Build systems and processes that fail a magnitude faster (and then again).
You must break one or two “rules”, but you can’t breakall rules.If you follow all the conventional wisdom; you’re dead already. But denyingall logic is worse.
Attack a big space.Give yourself a lot of room to specialize but still have a big problem to solve.
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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Favorite feature...that’s your product. Joshua Schachter.
Simplify.
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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WHAT HIGH SCHOOLFRESHMAN CAN TEACHYOU ABOUT PRODUCT
DEVELOPMENT
Originally: Nov 29 2006
Revised: January 11, 2008
VP MESSENGER > CEO, XOBNI JEFF BONFORTE
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVETECHNOLOGY ADOPTION CURVE
Innovators3%
Early Adopters12%
Early Majority35%
Late Majority35%
Laggards15%
ACCEPTED WIZDOM MISSES THE UNDERLYING CUSTOMER NEEDS
Dif usion of Innovationby Everett Rogers, 1962
P R O V E
R B I A L C H A S M
Crossing the Chasmby Geof rey Moore, 1991
Applications &Features
vs.
Needs andEmotions
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVE
sellingfeatures
1000songsinyourpocket
belong
Bepartoftheincrowd.
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVETHE EMOTIONAL ADOPTION CURVE
P R O V E
R B I A L C H A S M
The Lovers
The Irrational The Efcient The Laughers The Comfortable
PRODUCTS NEED TO FOCUS ON THE EMOTIONAL DRIVERS FOR CONSUMERS
HORMONALANGRYSCAREDLONELY
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVERATIONAL vs. IRRATIONAL
NOTHING LIKE AN OVER REACTION
HORMONALANGRYSCAREDLONELY
The Irrational The Efcient The Laughers The ComfortableThe Lovers P R O V E
R B I A L C H A S M
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVETHE EMOTIONAL ADOPTION CURVE
PRODUCTS NEED TO FOCUS ON THE EMOTIONAL DRIVERS FOR CONSUMERS
HORMONALANGRYSCAREDLONELY
The Irrational The Efcient The Laughers The ComfortableThe Lovers P R O V E
R B I A L C H A S M
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 9/18EVERY MONTH, OUR TELCOs SEND US A REMINDER OF WHY WE HATE THEMWITH HINDSIGHT, IT WAS SO OBVIOUS
The Angry22%
Efcient25%
The Laughers35%
The Comfortable15%
The Lovers3%
P R O V
E R B I A L C H A S M
VOICE
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 10/18IF ONLY WEBCAMS COST A LOT MORE ;)UH-OH. WHERE’S THE HATE?
The Efcient35%
The Laughers35%
The Comfortable15%
The Lovers3%
P R O V
E R B I A L C H A S M
The Angry?%
WEBCAM
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 11/18THIS DOESN’T LOOK GOODMY WHAT A LARGE CHASM YOU HAVE
The Efcient35%
The Laughers35%
The Comfortable15%
The Lovers3%
P R O V
E R B I A L C H A S M
The Angry?%
WEBCAM
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
http://slidepdf.com/reader/full/svfi-april-9-2013-customer-development-startup-research-jeff-bonforte-slides 12/18HOW LONG IS THIS GOING TO TAKE, AND WHO CARES?THAT LOOKS A BIT BETTER
The Efcient?%
The Laughers?%
The Comfortable15%
The Lovers3%
P R O V
E R B I A L C H A S M
The Angry?%
WEBCAM
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVECLIMBING MASLOW’S PYRAMIDAND HERE I THOUGHT I WAS A GENIUS FOR FIGURING THIS OUT
source: http://en.WikiPedia.org/wiki/Maslow_pyramid
breathing, food, water, sex, sleep, homeostasis, excretion
security of body, employment, resources,
morality, family, health or property
friendship, family, sexual intimacy
self-esteem, achievement,
confidence, respect of or by others
morality,creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of factsAspire
Esteem
Belong
Secure
Survive
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVE4 TAKE AWAYSRELATED BUT NOT EXACTLY
source: http://en.WikiPedia.org/wiki/Maslow_pyramid
Aspire
Esteem
Belong
Secure
Survive
1.“Base” emotions drive behaviorchanges best, so seek out a wayto appeal to the mostanimalistic emotions
2.Aspirational emotions make usfeel good about ourselves
3. Sex sells, always
4. Environmentalism works bestwhen you appeal to survival,security and pocketbook ratherthan “the good of others”
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVEWHAT DO THE CUSTOMERS WANT?FUNDAMENTAL EMOTIONS DRIVE BEHAVIOR CHANGES
SurviveSecure Employment
FamilyBelong
CommunicateExpress
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVEEMOTIONS I AM LOOKING FORINSERT YOUR PRODUCT’S CONSUMER RELIEF HERE TO SEE HOW STRONG IT IS
“I’m sick and tired of [insert problem you solve]”
Loneliness / Abandonment
Social OutsiderSexual Deprivation
Greed
Anger/Vengeance/Bitterness
Peer Pressure Jealousy
Ignorance
Immediate Survival
Homogeneity helps (see KOREA)
Frustration - Resentment
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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ANGRYPEOPLE!
EMOTIONAL ADOPTION CURVEWHO WE LOVE TO HATESOME OF OUR TOP FRUSTRATIONS
Taxes MONEY
Banks / Credit Cards MONEY
Telcos & Cable Co. MONEY
Healthcare Providers SURVIVAL + MONEY
Gov’t Services (DMV, DPT, TSA, MTA) TIME + MONEY
The Others (Religion, Race, Culture) INSECURITY
Airlines MONEY & TIME
Lawyers MONEY & TIME
Our Inbox TIME
Microsoft TIME
The Opposite Sex SURVIVAL & IDENTITY
The Man JUSTICE
7/28/2019 SVFI April 9, 2013 Customer Development & Startup Research Jeff Bonforte Slides
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Chapter 35