Lean Customer Development. Building Products Your Customers Will Buy Cindy Alvarez

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Spis treści książki

• Lean Customer Development: Building Products Your Customers Will Buy
• Praise for Lean Customer Development
• Foreword
• Preface
  • Who Is This Book For?
  • Who Can Practice Customer Development?
  • How Does This Book Fit into OReillys Lean Series?
  • Why I Wrote This Book
  • What Youll Learn
  • A Word of Thanks
• 1. Why You Need Customer Development
  • The First Challenge Is Inside the Building
  • What Is Customer Development?
  • What Is Lean Customer Development?
  • What Customer Development Is Not
    • Customer Development Is Not Just for Startups
    • Customer Development Is Not Product Development
    • Customer Development Does Not Replace Product Management
    • Customer Development Is Not User Research
  • Why You Need Customer Development
    • How Do We Improve Our Odds?
  • Answering Common Objections
  • Lets Make This Work
  • Next Step: Get Started
• 2. Where Should I Start?
  • Exercise 1: Identify Your Assumptions
    • Ready? Set? Go!
  • Exercise 2: Write Your Problem Hypothesis
  • Exercise 3: Map Your Target Customer Profile
  • Next Step: Find Your Target Customers
• 3. Who Should I Be Talking To?
  • How Can I Find Customers Before Ive Even Built a Product?
    • Come OnWhy Would They Talk to Me?
  • The Importance of Earlyvangelists
  • Three Things That Motivate People
    • Helping Others Makes Us Happy
    • We Like to Sound Smart
    • Fixing Things Gives Us a Sense of Purpose
      • Come with me on a trip to the DMV
  • How Can I Find My Customers?
    • Ask Your Connections for Introductions
      • Would you introduce me to your friends who ...?
    • Casting a Wider Net
      • Finding people on LinkedIn
      • Finding people on Quora
      • Finding people on forums and private online communities
      • Finding people in the offline world
      • Using blog posts
      • Using Twitter
      • Not using Craigslist
      • Using a landing page
  • How Should I Conduct My Interviews?
    • Visiting the Customers Home or Office
    • In-Person Conversations in a Neutral Location
    • Phone Conversations
    • Video Chat or Call with Screen Sharing
    • Instant Messaging
  • Following Up
    • Scheduling Phone Interviews
    • Scheduling Face-to-Face Interviews
    • Spacing Your Interviews
  • Interview Troubleshooting
    • What If No One Responds?
    • Interview No-Shows
  • Next Step: Get Ready for Customer Development Interviews
• 4. What Should I Be Learning?
  • Get Started with These Customer Development Questions
  • Customers Dont Know What They Want!
  • What You Should Be Listening For
    • Whats the Customer Already Doing?
      • Abstract up one level
      • Focus on procedure, not outcomes
      • Focus on the present, not the future
    • What Constraints Are Holding Customers Back?
      • Problem is not perceived as a problem
      • Lack of awareness of whats technologically possible
      • Limited resources
      • Cultural or social expectations that limit behaviors
    • What Frustrates (or Motivates) Your Customer?
    • How Your Customers Make Decisions, Spend Money, and Determine Value
  • Next Step: Get Ready to Do Your Customer Development Interviews
• 5. Get Out of the Building
  • The Practice Interview
  • To Record or Not to Record?
  • Taking Great Notes
    • Invite a Note-taker
  • Immediately Before the Interview
  • The First Minute
  • The Next Minute
  • Keeping the Conversation Flowing
    • Avoiding Leading Questions
    • Digging a Little Deeper
  • Tangents Happen
  • Avoiding the Wish List
    • Away from FeaturesBack to the Problem
    • The Magic Wand Question
  • Avoiding Product Specifics
  • Going Long
  • The Last Few Minutes
  • After the Interview
  • Get Out (Now!)
• 6. What Does a Validated Hypothesis Look Like?
  • Maintaining a Healthy Skepticism
    • Are They Telling You What You Want to Hear?
    • Is the Customer Saying Something Real or Aspirational?
  • Keeping Organized Notes
    • Keeping Your Notes in One File
    • Creating a Summary
  • Rallying the Team Around New Information
  • How Many Interviews Do You Need?
    • After Two Interviews: Are You Learning What You Need to Learn?
      • Components of a validated hypothesis
      • What each interview should tell you
    • Within Five Interviews: The First Really Excited Person
    • Within 10 Interviews: Patterns Emerge
      • Challenging the patterns
      • No patterns yet?
    • How Many Interviews Are Enough?
      • Experience with customer development and industry
      • Complexity of business model and number of dependencies
      • Investment required to create your MVP
    • After Enough Interviews You Stop Hearing Things That Surprise You
  • What Does a Validated Hypothesis Look Like?
  • Now What?
• 7. What Kind of Minimum Viable Product Should I Build?
  • What Should My MVP Do for Me?
  • MVP Types
  • Pre-Order MVP
    • Case Study: Finale Fireworks
    • Use Cases
  • Audience Building MVP
    • Use Cases
  • Concierge MVP
    • Case Study: StyleSeat
      • The initial hypothesis
      • Starting on the MVP
      • Expanding the hypothesis
      • Ongoing customer development
    • Use Cases
  • Wizard of Oz MVP
    • Case Study: Porch.com
      • Hypothesis invalidated
      • Minimum exceptional product
    • Use Cases
  • Single Use Case MVP
    • Case Study: Hotwire
      • Map-based search results on a shadow site
      • Iterating on the MVP
      • Revising the MVP to solve pain points
      • The new site gains traction
    • Use Cases
  • Other Peoples Product MVP
    • Case Study: Bing Offers
      • Roadblocks lead to pivot
      • An opportunity to make deals easy for customers
      • Keep learning from customers
    • Use Cases
  • Weve Built an MVP, Now What?
• 8. How Does Customer Development Work When You Already Have Customers?
  • Adapting the MVP Concept
    • Nothing Broken
    • Attractive but Fake
      • Use a sketch
      • Use a different domain
    • More Viable than Minimum
      • Its different for startups
      • You know someone cares
      • A little beyond minimum: user complaints, but not frustration
      • Watch out for those who cant stop at minimum
  • Finding the Right Customers
    • How I Learned to Find the Right Customers by Finding the Wrong Ones
    • Find the People Who Cant Live Without Your Product
  • Customers Say the Magic Words
    • How Customers Lower Your Market Risk
  • Once Youve Found Your Customers, Explain, Explain, Explain
    • Youre Asking QuestionsNot Building Something
    • Say It Again: This Is Exploratory
  • The Storytelling Demo
  • Incognito Customer Development
    • Taking on a New Identity
    • Talking to People Who Arent Customers
  • Show Me How Youre Using Our Product
  • Heres How to Use Our Product
  • It Can Work For You, Too
• 9. Ongoing Customer Development
  • Whos Already Out of the Building?
  • Who Can It Be, Knocking at Your Door?
    • Feature Requests
    • Functionality or Design Issues
    • Bugs and Errors
    • Question of the Week
    • Recognizing Bias
  • Closing the Loop
    • Collecting Information
    • Sharing the Impact of Customer Development
  • Now Youre Ready
• A. Questions That Work
  • Questions for Any Customer Development Interview
    • Tell me about the last time you ___
    • If you could wave a magic wand and change anything about how you [perform this task], what would it be?
    • What tools do you use for _____?
    • When you started using [tool], what benefit were you expecting?
      • The whole problem may not be solved
    • How often do you do _______? Lets say, how many times in the past month?
    • When this occurs, how much additional time or money does it cost you or your company?
      • Helping them quantify
    • Who else experiences this problem?
    • When you do (or use) ______, is there anything you do immediately before to prepare?
      • Online bill pay is surprisingly manual
    • Would you be willing to help us by participating in user research or beta testing?
      • How asking this question helps with future product development
  • Questions for an Existing Product
    • When you use [our product], whats the first thing you do with it?
    • Whats the most useful thing that you regularly do with our product?
    • If you had [requested feature] today, how would that make your life better?
    • Other customers have told me that they experience [problem]...
  • If It Works, Keep Asking It
• Index
• About the Author
• Copyright

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