The document outlines a customer development template for a sales meeting. It includes sections to understand the customer's needs, provide an overview of the company and product, demonstrate features, discuss limitations, get feedback on a potential roadmap, address objections, and next steps. The purpose is to determine if the customer is a fit and what it will take to do business with them. Key aspects covered include understanding the customer's goals and needs, showcasing key features, getting input on priority of future capabilities, addressing budget and decision process, and scheduling follow up meetings.

1. CUSTOMER
DEVELOPMENT
TEMPLATE
CHRISTINA WODTKE
@CWODTKE
WWW.CWODTKE.COM
WWW.ELEGANTHACK.COM

2. “Invented Quote”
PROJECT CODENAME
Value proposition in
a nutshell/ elevator
pitch
I am a mockup of a key screen
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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
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What would
you like from
the meeting?
3

4. A little about us…
The Company
Lorem 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.
The Product
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"
Our Value
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.

5. 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?
5
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6. THE PROBLEMS
1. 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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7. SOLUTION OVERVIEW
For You:
•
•
•
•
Key feature
Key feature
Key feature
Key feature
For Your customers (if relevant):
•
•
•
•
@cwodtke |
Key feature
Key feature
Key feature
Key feature
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8. PHASE I DEMO – FREE BASIC
LISTING EXPERIENCE
You
• feature
• feaure
Your customer
• Feature
• feature
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9. I am a key screen
I am not a wireframe
I am a convincing mockup
© 2008 LinkedIn All rights reserved.
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10. Pointing out something
important
I am a key screen
© 2008 LinkedIn All rights reserved.
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11. I am a key screen
Highlighting a key area
© 2008 LinkedIn All rights reserved.
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12. Phase II Demo
This, we want money for (if freemium)
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13. PHASE II DEMO
Feature
Feature
Feature
Feature
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14. I am a key screen
I am not a wireframe
I am a convincing mockup
© 2008 LinkedIn All rights reserved.
@cwodtke |
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15. Pointing out something
important
I am a key screen
© 2008 LinkedIn All rights reserved.
@cwodtke |
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16. I am a key screen
Highlighting a key area
© 2008 LinkedIn All rights reserved.
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17. Pointing out something
important
But wait there’s more
Highlighting a key area
© 2008 LinkedIn All rights reserved.
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18. SUMMARY OF KEY FEATURES
1. Thing we think you’d pay for
2. Thing we think you’d pay for
3. Thing we think you’d pay for
4. Thing we think you’d pay for
5. Thing we think you’d pay for
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What stood out
18
most to you?

19. 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
19
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Deal breakers?

20. POTENTIAL ROADMAP
Capability
Which would you move? Why?
• Add photos
• Delete
photos
• Share with
friends
Soon
@cwodtke |
• Make
collections
• Share
publicly
Later
Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike
• Remove red
eye
• Crop
• Filters
Much Later

21. Interactive Time!
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22. JUSTIFICATIONS
1. 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
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What resonates
22 most? Least?

23. 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?
23
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24. SCHEDULE FOR CHARTER CLIENT PROGRAM
July
August
September
October
November
Product Validation
4-6 companies
Design Validation
~10 companies
Field Testing
~8 companies
General Availability
50+ companies
Charter Clients will have:
1. Direct access to product team & senior leadership
2. Impact on prioritization and design of new features
3. Early access to new features
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25. 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!
25
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Christina Wodtke | cwodtke.com | eleganthack.com | Creative Commons Share Alike

26. 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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