Andrey Khavryuchenko himself

Epiphany – Customer Discovery steps

After having bunch of discussions at #sctest, #pykyiv and privately, I decided to post a distilled version of Customer Discovery steps by The Four Steps to the Epiphany by Steven Blank

Here it is. Just execute it:

Customer Discovery

State Hypotheses

• Product Hypothesis
  • features
  • benefits
  • intellectual property
  • dependency analysis
  • product delivery schedule
  • total cost of ownership/adoption
• Customer & Problem Hypothesis
  • types of customers
  • customer problems
  • a day in the life of your customers
  • organizational map and customer influence map
  • ROI justification
  • minimum feature set
• Distribution & Pricing Hypothesis
• Demand Creation Hypothesis
  • creating customer demand
  • influencers
• Market Type Hypothesis
  • market type
  • market map (p. 56)
• Competitive Hypothesis

Test “Problem” Hypothesis

• Friendly First Contacts
  • list of 50 potential customers
  • get a referral
  • create a reference story
  • get 5-10 meetings
• “Problem” Presentation
• Customer Understanding
• Market Knowledge

Test “Product” Hypothesis

• First Reality Check
• “Product” Presentation
• Yet More Customer Visits
• Second Reality Check
• 1st Advisory Board

Verify

• Verify the Problem
• Verify the Product
• Verify the Business Model
• Iterate or Exit