MVP

Najgore ime startap koncepta / marketinškog alata u

istoriji
 Problem
Minimum Viable PRODUCT
 "A Minimum Viable Product is that version of a
new product which allows a team to collect the
maximum amount of validated learning about
customers with the least effort."
Product development
not the same as customer development
"The only way to win is to learn
faster than anyone else."
"If learning is the essential unit of progress for
start-ups, any effort that is not absolutely
necessary for learning what customers
want should be eliminated."
Dropbox

5000 → 75000
 Coin

50000$ pre-ordera za 40 minuta

Dear son,
You are the best and your
idea is awesome. You
should do it - I will buy
one.

Your Mom
❝ Your customers words
are gold. They’re
landmarks to understand
their true goals.
!
!
❞
This directs your market positioning,
channels and product decisions.
 Getting
actionable
facts.
Dear son,
You are the best and your
idea is awesome. You
should do it - I will buy
one.

Your Mom
 Lying
bastards.
Everyone will tell you what you want to hear,
especially if you want to hear it.
 Pricing, tricks,
advisors, politics,
introductions
Only available in pre-product conversations!
Rule Of Thumb

Direct the conversation

to specific, past
events, not general,
current or future.
The Mom
Test
Past, Facts, Specifics
Rule Of Thumb

Talk about their

life, not your
idea.
Good or bad questions?
❝Would you buy a
product which
solved this problem?
❞
❝Would you buy a
product which
solved this problem?
❞
❝How do you
currently deal with
this problem?
❞
❝How do you
currently deal with
this problem?
❞
❝How have you
dealt with this
problem?
❞
❝
When does this
problem pop up?
❞
❝
When does this
problem pop up?
❞
❝When’s the last
time that
happened?
❞
❝
What makes this go
off-track?
❞
❝
What makes this go
off-track?
❞
❝
Has this ever gone
off-track?
❞
❝
Please tell me how
you ...
❞
❝
Please tell me how
you ...
❞
❝Please show
me how you...
❞
❝
How much would
you pay for this?
❞
❝
How much would
you pay for this?
❞
❝How much money
does this problem
cost you?
❞
❝How much money
does this problem
cost you?
❞
❝How much money
has this problem
cost you?
❞
❝What’s your
budget?
❞
❝What’s your
budget?
❞
❝
Who else should I
talk to?
❞
❝
Who else should I
talk to?
❞
Establishing
Credibility
Credibility
Setup

“I’m researching
how teachers
deal with...”
Listening is a
skill. And it’s
hard.
 Signals
The types of things to listen for, that point to
commercial opportunity.
 Anchor
Questions
To explore a signal.
Anchor
Question

Interesting. Tell
me more about
that.
Anchor
Question

Can you help me

understand... ?
 Recording
The Right
Stuff.
Their words - not yours!
Pair up. One interviewer, one notetaker.
Compliments Are
Not
Advancement.
Real or fake advances?
❝
Sounds great.I
love it!
❞
❝
Sounds great.I
love it!
❞
❝Brilliant--let me
know when it
launches!
❞
❝Brilliant--let me
know when it
launches!
❞
 Compliment?
Stalling tactic?
!

They don’t care.:(

❝There are a couple
people I can intro you to,
when you’re ready.
❞
❝There are a couple
people I can intro you to,
when you’re ready.
❞
Partial commitment?
Validate by going for
full commitment.
❝
I would definitely
buy that!
❞
❝
I would definitely
buy that!
❞
Your Mom
Rule Of Thumb

Advancement to
the next step is a
sign you are ready
to Confirm.
Advancement

Time
Money
Reputation
Question

How much of what

you believe about
your customers is
wrong?
Adaptation

After your first 10

customer conversations,
you’ll probably abandon
around 70% of what you
thought.