Cours pour les étudiants de Mastere MIQ1 à l'INSAT Découverte du client Problème du client test des hypothèses Lean startup

1. Customer Discovery
Dr. Wajdi Ben Rejeb

2. Startup
• A startup is a temporary organization formed
to search for a repeatable and scalable
business model (Steve Blank)
• « Une startup est un groupe d’individus
constitué pour créer un nouveau produit ou
service dans des conditions d’incertitudes
élevées. » (Eric Ries)

5. FIVE CORE PRINCIPLES:
2. FIND FAILURES
AND FIX THEM FAST
1. GET OUT
OF THE BUILDING!!
3. CUSTOMER OPINIONS
ARE ALL THAT MATTER
4. TEST EVERYTHING:
PRODUCT, SALES,
MARKETING
5. START WITH A
BUSINESS MODEL
5

6. THE BUSINESS MODEL:
ANY COMPANY CAN BE DESCRIBED IN
9 BUILDING BLOCKS
6

7. 7

8. IMAGES BY JAM
CUSTOMER
SEGMENTS
KEY
PARTNERS
COST
STRUCTURE
REVENUE
STREAMS
CHANNELS
CUSTOMER
RELATIONSHIPS
KEY
ACTIVITIES
KEY
RESOURCES
VALUE
PROPOSITION
8

9. 9

10. 10

11. 11

12. IMAGES BY JAM
CUSTOMER
SEGMENTS
KEY
PARTNERS
COST
STRUCTURE
REVENUE
STREAMS
CHANNELS
CUSTOMER
RELATIONSHIPS
KEY
ACTIVITIES
KEY
RESOURCES
VALUE
PROPOSITION
12

13. 13
To: Tunisian Wizards From: Tim
Cook, Apple Computer
I understand you are startup experts, and we need your help at
Apple. As you may have heard, our visionary innovator, Steve Jobs,
has died.
We are struggling to invent a new company—Apple tv. Not the little
box many millions of people have bought, but a physical tv with a
screen and all the iPhone-like magic, features, and excitement
people have come to expect from Apple products. We also want to
make our usual obscene profit on the new product.
Please develop a Value Proposition for the product, as well as tell
me who the customer segment should be. Please do your best to
explain the features and functionality, and what will make this
product as distinct and extroardinary in TV as the iPhone has been
in phones.
Help me add $100-million to my 2019 bonus, and I’ll give you a free
tv with thanks.
--Tim

14. BUT,REALIZE THEY’RE
HYPOTHESES
14

15. Hypothesis
• The first step is to form a hypothesis that
defines both the problem] by [iproblem and
the solution you are proposing. A simple way
to frame this is to fill in the following
sentence:
• My idea solves [insert nsert solution].

16. Good hypothesis
• A good hypothesis addresses a single problem with
a single solution.
• For example: Instead of saying, “My
idea solves people’s need to do laundry by offering
a laundry delivery service,” a better idea hypothesis
might be, “My idea solves the inconvenience and
large time commitment of maintaining clean
laundry by offering a 24-hour convenient laundry
delivery service”.

17. Define Your Assumptions
• In detailing your hypothesis, you will be forced
to make some assumptions about your idea.
These will include assumptions that:
– The problem you addressed is actually a problem
– The solution you propose will actually solve the
problem
– The market you plan to target has this problem
– The market you plan to target will be willing to pay
for your solution

18. Create a hypothetical customer
persona
• A good way to lay out a number of these
assumptions is to create a hypothetical
customer persona (that is, a profile of who
you think is the ideal customer for your
business). Be specific–give this person a
name, an age, a
career, hobbies, interests, perspectives, and
even quotes regarding your industry. See a
good example of a customer persona below.

19. Hypothetical customer persona

20. 9 GUESSES
GUESS GUESS
GUESS
GUESS
GUESS
GUESS
GUESS
GUESSGUESS
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21. 21

22. 22

24. CUSTOMER DISCOVERY:
FIRST, SOME GROUND RULES
• MUST BE DONE BY FOUNDERS, NOT RESEARCHERS
• YOU’RE NEVER SELLING, ALWAYS ASKING, PROBING
• KNOW THE INDUSTRY, ISSUES, SUBJECT MATTER
• THE CUSTOMER STEERS THE CONVERSATION
• NO CUSTOMER CAN ANSWER EVERY QUESTION
• ASK FOR 5 MINUTES (CONSUMER), 20 (B-TO-B)…
• …CHARM THEM, KEEP’EM TALKING LONGER!
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25. 2. YOU’RE HYPOTHESIS TESTING!
HYPOTHESES
TEST
DESIGN
EXPERIMENT
INSIGHT
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26. Understanding customer problem
• Customer Discovery is the process of developing
assumptions for the questions listed below—and
turning those assumptions into hypotheses which
founders will then go out and test.
o Who are your customers?
o What problem(s) do your customers have that you will
solve?
o How will you solve their problem(s)?
o How will your customers adopt your solution?

27. Customer discovery
• In customer discovery, you (the founder) take on the
role of a scientist or detective, trying to let evidence
lead you to a solution without letting any of your own
bias get in the way. In fact, customer discovery
ordinarily involves a process that closely follows the
traditional scientific method:
• Observing and defining a phenomenon (problem or
market need)
• Developing a hypothesis about a solution to the
problem (business idea)
• Conducting an experiment to test the hypothesis
(getting “out of the building”)

28. How do I know if my idea is a good
one?
• What is the pain/problem
• Who is having the pain/problem
• How bad is the pain or
• How are the “who” currently dealing with it
• How is that solution working for them

29. Best Way to Validate your Hypothesis
“Get out of the Building!”
• Face to face interviews – Best
• Skype
• Shadowing
• Telephone
Online surveys

30. Rule: You are not allowed to talk
about your idea!

31. How to do this?
• Prep 5 questions and 5 backup questions
– Use questions that are measurable
• E.g. “on a scale of 1-10…”; “how many times in the
past three months…”
– Include questions that are qualitative
• “What do you like most about …..; Least about….”
• Scale question “Why did you give it that number”
• Follow up openings or new thoughts (outliers)

32. How to do this?
• Plan who you want to interview
– Demographics that describes your
stakeholders
• Buyers/Decision-makers
• Users
• Influencers
– Where will you find them
• Practice

33. Questions
• By letting the customer lead the conversation, you will
end up letting them tell you about their ideal solution
(instead of the other way around). Example questions
might include:
• Tell me how you currently do
_____________________.
• How is that process working for you?
• If you could do anything to improve your experience
with ___________________, what would it be?
• What’s the hardest part about ______________?
• What do you like/dislike about ______________?