JTBD & Customer Development

Question 1

What’s Customer Development

Answer 1

• portion of startup methodology that aims to understand the problem in ur business
• runs against your typical product development processes that begins with the ideal solution then dive right into the execution

Question 2

Product Development steps:

Answer 2

Concept / Business plan -> Product Development -> A/B Testing -> Product Launch

Question 3

Customer Development

Answer 3

Customer Discovery -> Customer Validation -> Customer Creation -> Company Bldg

Question 4

What’s CustDev again?

Answer 4

• this is to discover and validate that you have identified a need that your customers have, built the right product to satisfy that customer’s needs

Question 5

Benefits of CustDev

Answer 5

• helps build solutions

- removes the emotion part from the decision making process which allows facts and data to drive process

Question 6

CustDev’s GOAL

Answer 6

• finding out who the customers for your product are

- whether the problem you believe you are solving is important to them

Question 7

CustDev’s STEP

Answer 7

• involves discovering whether the problem, product & customer hypothesis in your business plans are correct and accurate

Question 8

What you will find out

Answer 8

• will also help you shape up your initial value proposition

Question 9

CustVal GOAL:

Answer 9

• this step is to build a repeatable sales road map for the sales and marketing teams that will follow later

Question 10

CustVal

Answer 10

• proves that you have found a set of customers and a market who reacts positively to the product

Question 11

A customer Purchase in this step:

Answer 11

• validates your product

Question 12

Customer Creation’s GOAL

Answer 12

• to create end user demand and drive that demand into the company’s sales channel be it your socmed, email etc

Question 13

Customer Creation’s PROCESS

Answer 13

• varies with the type of business, some are defined by their competitors and some are creating new markets where no product exists

Question 14

Company Bldg

Answer 14

• where company transitions from its informal learning and discovery oriented customer development team into FORMAL dept with the business development, sales and marketing heads

Question 15

Interviews Importance

Answer 15

• it is essential to complete customer interviews before building your first product.
  KEY COMPONENTS: body language
  2nd IMPORTANT ISSUE: to help the interviewee get past the politeness factor

Question 16

Instead of “What do you dislike about our product?”

Make it:

Answer 16

“How would you improve this product?”

Question 17

How to prepare for an interview?

Answer 17

= help you learn why, how and about people using your products
* They provide excellent avenue for product feedback, uncover new opportunities and better understand the “WHY” behind their behaviors

Question 18

Questions you can ask:

Answer 18

1. What do you think about the product?
2. How can we improve this product/service?
3. Now that you have this product, what’s the #1 think you’re able to do that you weren’t before?
4. What should we stop doing?
5. What annoys you about our product/service?
6. What other solutions have you considered?

Question 19

What are customer development questions?

Answer 19

• q’s to explain their pain points and how to validate assumption abt your target audiences prob by conducting interviews or surverys

Question 20

What are the JTBD?

Answer 20

• explains what is the motivation of customers when they approach your solution
• goes after the context of the situation and the deeper motivation of your customer

Question 21

What are the JTBD?

Answer 21

• explains what is the motivation of customers when they approach your solution
• goes after the context of the situation and the deeper motivation of your customer

Question 22

JBTD Decision making process

Answer 22

First thought - Passively Looking - Trigger Event1 - Actively Looking - Trigger Event2 - Deciding - Buying - Consuming - Ongoing experience - Satisfaction - ((Retention??))

Question 23

How to do JBTD & CustDev (5 Steps)

Answer 23

S1: Prep work
S2: Prep a JTBD interview script
S3: Call, Note, and record
S4: Transcribe and Map
S5: Gather insights and implement them

Question 24

Preparation Work

Can start interviewing who:

Answer 24

1. customer who has been with you the longest (loyal customers)
2. power users who use your most advanced products (heavy users)
3. high spender w/ larger than average order values

Question 25

Step 2: Prepare a JTBD interview script

Answer 25

1. Set the scene - let them know there are no right and wrong answers
   script:
   - first thought
   - passively looking phase
   - actively looking
   - evaluation phase
   - moment of purchase
   - process of consumption

Question 26

Focus on their purchase moment

Answer 26

“remembering mode” the more u ask abt specific details of the situation the more details they will remember including “motivations and thoughts”

Stay away from asking “Why” and ask “What” and “How” instead

Question 27

Step 3: Call, Note & Record

Answer 27

• make sure that the call is as easy as the booking process

EX: Zoom // google meets

Question 28

Step 4: Transcribe and Map

Answer 28

Tools: rev.com
otter.ai

• anxieties - what almost stopped them from trying your solution or what they didnt like about a competitor
• behaviors - what did your users do while searching for a soln, testing them our or using yours
• benefits - what users liked in a soln they were trying out
• channels - what channels they used to find out about new solns
• feature reqs -
• hiring criteria - what did they use to evaluate different solns and choose the right one for them
• jobs - what are they trying to achieve by using the product? the goal? final outcome? the emotional or social dimensions attached to it.

Question 29

Step 5: Gather insights and implement them

Answer 29

once gathered the info needed, organize where you focus on diff things:

• criteria
• benefits
• anxieties
• channels
• jobs

Question 30

2 Rules to investigate Customer Pain Points

Answer 30

1. Never tell them about your new product - give as little info as possible
2. Always ask customers at least one question that has the potential to destroy your currently imagines business idea