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| − | =Goal=
| + | Customer problem hypthesis |
| − | Develop a hypothesis of who the customer is and what problems the have that will drive them to use your product, before you leave the building.
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| − | =Checklist=
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| − | * Define the different types of "customer"
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| − | ** Who will be the actual day-to-day user of the product?
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| − | ** Who are the influencers and recommenders?
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| − | ** Who is the economic buyer?
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| − | ** Do you think the economic buyer has an existing budget for this product or do they need to get one approved?
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| − | ** Who are the decision makers?
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| − | ** Who else needs to approve the purchase?
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| − | ** Creating an [[Empathy Map|Empathy Map]]@games may be helpful.
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| − | * Customer visionaries understand they have a pain and can visualize that there is a solution. Wher do you think you will find them?
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| − | ** In what title or function?
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| − | ** In what company type?
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| − | ** In what industry segment?
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| − | ** Reminder: a visionary is a '''paying''' customer
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| − | * Where in an organization do you think your first customers are?
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| − | ** What departments?
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| − | ** What are their titles?
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| − | ** How do they differ from later customers?
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| − | * What problem does the customer have?
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| − | * What do you think the biggest pain is in how they work?
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| − | ** Is it the same on all levels of the company?
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| − | ** If they could wave a magic wand and change anything, what would it be?
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| − | ** Since your product doesn't exist, what do people do today to solve their problem?
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| − | ** Don't do it? Do it badly? Don't recognize the need?
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| − | * Where on the problem recognition scale is each type of customer (see also [[Earlyvangelists|Earlyvangelists]])?
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| − | ** '''Latent need''', you recognize that your customers has a need for your solution but they do not (yet)
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| − | ** '''Active need''', the buyer is in pain (recognizes the need but does not know how to solve it)
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| − | ** Has a '''vision for a solution''', (the buyer has a vision on how to solve their problem)
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| − | * What is the organizational impact of this pain?
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| − | ** Individual?
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| − | ** Departmental?
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| − | ** Corporate?
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| − | * Define the magnitude of the customer need - Is this a mission critical product?
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| − | ** Is this a have to have product?
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| − | ** Is this a nice to have product?
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| − | ** Is this product so important that they have built it themselves?
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| − | ** How well do the product features and benefits fit?
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| − | * How does the potential user spend their day now?
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| − | ** What products do they use? How much time do they spend using them?
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| − | ** How would their world change for these users after they had your product?
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| − | ** How would it change their day / livers?
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| − | ** Would there be new users?
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| − | ** Summarize the "Day in the life of a customer"
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| − | * How would customers justify return of investment for this product?
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| − | ** What will be measured?
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| − | ** Revenues? Cost reduction or containment? Displaced costs? Avoided costs? Intangible?
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| − | * What is the smallest / least complicated problem that can be solved for which the customer will pay for?
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| − | ** What is the smallest feature set for the first release?
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| − | =Exit deliverables=
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| − | * [[Customer and Problem Model|Customer and Problem Model]]
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| − | ** Including workflow and proces
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| − | ** Including customer pain
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| − | ** Including the organizational impact (individual, departmental, corporate)
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| − | Part of: [[Customer Development Checklist|Customer Development Checklist]] - [[Customer Discovery|Customer Discovery]]
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| − | Part of book: [[The Four Steps to the Epiphany|The Four Steps to the Epiphany]]
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| | [[Category:mbi]] | | [[Category:mbi]] |
