customer development template
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CUSTOMER DEVELOPMENT TEMPLATECHRISTINA WODTKE@CWODTKEWWW.CWODTKE.COM WWW.ELEGANTHACK.COM
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I am a mockup of a key screen
PROJECT CODENAME
Value proposition in a nutshell/ elevator pitch
“Invented Quote”
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
3
PURPOSE AND AGENDA
Purpose• Understand you and the fit of our product• Determine what it will take to do business with you
Agenda• A little about us• A lot about you• Product overview & demo• Specs & limitations• Procurement• Charter Client Program• Next steps
What would you like from the meeting?
A little about us…
The Company
The Product
Our ValueLorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum"
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy.
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A LOT ABOUT YOU…
1. Organization? 2. Your mission?3. Goals that drive you?4. Volumes? Variations? 5. Seasonal Milestones?6. Target audience?7. Collaboration/Social tools? Adoption?8. Demand creation mechanisms?9. Success metrics?
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
THE PROBLEMS1. Quote on Pain Hypothesis 1 “This is too expensive”
2. Quote on Pain Hypothesis 2 “This is too slow”
3. Quote on Pain Hypothesis 3 “This is too confusing”
4. Quote on Pain Hypothesis 4 “Stinky”
5. Etc
6. Etc
7. etc
What resonates?
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SOLUTION OVERVIEWFor You:
• Key feature• Key feature• Key feature• Key feature
For Your customers (if relevant):• Key feature• Key feature• Key feature• Key feature
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
PHASE I DEMO – FREE BASIC LISTING EXPERIENCEYou
• feature• feaure
Your customer• Feature • feature
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
I am a key screenI am not a wireframe
I am a convincing mockup
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
I am a key screen
Pointing out something important
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
I am a key screen
Highlighting a key area
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Phase II DemoThis, we want money for (if freemium)
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PHASE II DEMOFeatureFeatureFeatureFeature
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
I am a key screenI am not a wireframe
I am a convincing mockup
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
I am a key screen
Pointing out something important
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
I am a key screen
Highlighting a key area
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike© 2008 LinkedIn All rights reserved.
But wait there’s more
Highlighting a key area
Pointing out something important
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SUMMARY OF KEY FEATURES1. Thing we think you’d pay for2. Thing we think you’d pay for3. Thing we think you’d pay for4. Thing we think you’d pay for5. Thing we think you’d pay for
What stood out most to you?
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LIMITATIONS
1. Thing we don’t want to build, and think you don’t want, but gotta make sure
2. Thing we don’t want to build, and think you don’t want, but gotta make sure
3. Thing we don’t want to build, and think you don’t want, but gotta make sure
4. Thing we don’t want to build, and think you don’t want, but gotta make sure
Deal breakers?
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Cap
abili
ty
Soon Later Much Later
• Add photos• Delete
photos• Share with
friends
• Make collections
• Share publicly
• Remove red eye
• Crop• Filters
Which would you move? Why?
POTENTIAL ROADMAP
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Interactive Time!
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JUSTIFICATIONS1. Reason you’d pay, as fake customer quote “This saves me money!”
2. Reason you’d pay, as fake customer quote “This makes me thin!”
3. Reason you’d pay, as fake customer quote “This tastes like chocolate!”
4. Reason you’d pay, as fake customer quote
5. Reason you’d pay, as fake customer quote
6. Reason you’d pay, as fake customer quote
7. Reason you’d pay, as fake customer quote
8. Reason you’d pay, as fake customer quote
What resonates most? Least?
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike23
GETTING TO YES
1. Who or what is our main competitor?2. Decision process? Who’s not here? 3. Willing to pay? Price model?4. Purchase wish-list rank for it?
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
SCHEDULE FOR CHARTER CLIENT PROGRAM
Product Validation
Design Validation
Field Testing
General Availability
NovemberJuly August September October
4-6 companies
~10 companies
~8 companies
50+ companies
Charter Clients will have:1.Direct access to product team & senior leadership2.Impact on prioritization and design of new features3.Early access to new features
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WRAP-UP
1. How would you describe this to a colleague?2. How important: Strike out, double, home run?3. Next meeting: Date? Whom?
Thank you for your valuable time!
@cwodtke | Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
I learned this methodology from George Seiters at LinkedIn. I have since simplified it, and made the roadmapping interactive.
Anyone who can, should hire George www.linkedin.com/in/georgeseiters
If you fail to hire him, you can give me a ring.
cwodtke@eleganthack.com
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