customer development template

CUSTOMER DEVELOPMENT TEMPLATECHRISTINA [email protected] WWW.ELEGANTHACK.COM

http://www.cwodtke.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”


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?


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?


SOLUTION OVERVIEWFor You:

• Key feature• Key feature• Key feature• Key feature

For Your customers (if relevant):• Key feature• Key feature• Key feature• Key feature


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


I am a key screen

Pointing out something important


I am a key screen

Highlighting a key area


Phase II DemoThis, we want money for (if freemium)


PHASE II DEMOFeatureFeatureFeatureFeature


I am a key screenI am not a wireframe

I am a convincing mockup


I am a key screen



But wait there’s more




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?


LIMITATIONS

1. Thing we don’t want to build, and think you don’t want, but gotta make sure




Deal breakers?


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


Interactive Time!


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





What resonates most? Least?


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?


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


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!


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.

[email protected]

http://www.linkedin.com/in/georgeseiters

customer development template

Business

youd pay forthing

fake customer

reason youd

gotta make

convincing

key areacwodtke

product amp

key screenhighlighting