hiten shah, kissmetrics

18
Learn Faster with Customer Development KISSinsights Case Study Hiten Shah The Lean Startup SXSW • March 12th, 2011

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Presentation during The Lean Startup SXSW by Hiten Shah, KISSmetrics.

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Page 1: Hiten Shah, KISSmetrics

Learn Faster with Customer DevelopmentKISSinsights Case Study

Hiten ShahThe Lean Startup SXSW • March 12th, 2011

Page 2: Hiten Shah, KISSmetrics

Lean Startups are Built to Learn

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• It’s all about learning and discovery

• Outlined by Steve Blank in Four Steps to the Epiphany

Customer Development

STOPCustomerDiscovery

STOPCustomerValidation

STOPCustomerCreation

STOPScale

Company

Pivot

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Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.”

Original Hypothesis for KISSinsights

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• What are they doing now?

• What are other tools leaving on the table?

• Who is involved?

• How frequent / severe is the pain?

• What else are customers complaining about?

What we wanted to learn...

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• ~20 phone interviews (15 - 20 minutes each)

• 3 in-person user tests with paper prototypes

• 2 landing pages

• Hacky MVP on KISSmetrics.com

• 8 “alpha testers”

How we learned

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What we learned!

• People are not doing customer research.

• They want private feedback and targeting.

• It requires developer involvement.

• It is a constant pain.

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What we built.

• A freemium on-site customer feedback tool

• That involves an easy one-time install

• Which provides private customer feedback

• And easy to understand reporting.

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Customer Development Tips

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Get out of the building!

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Our hypothesis is that ________________________________ people have a problem doing _______________________

Our hypothesis is that product manager typepeople have a problem doing effective customer research

Start with a Hypothesis

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Talk about their problems, not your solutions.

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Find the severe pain

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Test your riskiest assumptions first