Lean Marketing Workshop

A few weeks ago at a local Silicon Valley Rails Entrepreneur’s meetup group we had a workshop about Steven Blank’s Customer Development process. We actually devoted two meetups to this topic: the first night, we had a presentation explaining the process. Afterwards, the Q & A discussion was like reviewing case studies.

We devoted the entire second night to reviewing people’s startup/project/etc. This workshop format was fantastic; it’s a great way to learn.

To focus the discussion, our moderator Tristan Kromer, provided a list of key questions/topics for the presenter to explain his startup and problem. This was very useful for the discussion.

I thought I would document that list here — along with some explanatory notes.

Lean Marketing Workshop

The questions are partly based on leandeck.com

Marketing Issue

What is the current issue you’d like to discuss?

  • Another way to think about this is: what do you want to achieve?
  • What is your chief complaint?

Problem Hypothesis

What problem are you trying to solve?

  • This should be one problem. If you are trying to solve multiple problems, that is an of itself a problem.
  • Ideally this should be one sentence and easily understandable by everyone in the room.
  • Your hypothesis should also give a general answer, “for whom?” As in, “we’re solving the problem of information overload.” “For whom?” “For twitter users.”
  • The problem hypothesis is a major component the market part of Product / Market fit. You may find that your customers find other uses for your product that you did not forsee.

Customer and Market Hypothesis

Who are your customers?

  • This is ideally a complete picture of the typical customer, their habits, places they hang out, what they do now to solve the problem, etc.
  • This should also include an understanding of whether it is a new, existing, or re-segmented market.

 

Solution Hypothesis

How does your solution solve the problem?

  • This is relatively self-explanatory, but it should discuss benefits, not features. Features are not useful for marketing (in general).
  • e.g. “Eliminates trigeminal autonomic cephalagias by reducing stimulation of the perivascular nociceptive nerves” is a feature. “Stops headaches fast” is a benefit.
  • Benefits must be “for” the customer and must related to the problem and the customer. “Stops headaches fast” is not a benefit unless you have a headache.
  • The benefits to your solution will become the content of your marketing message.

Customer Acquisition Hypothesis

How are you acquiring customers?

  • What is the current marketing effort?
  • What channels are being used?
  • What is the cost of customer acquisition including manpower?
  • In general, this refers to how you convey your marketing message (solution hypothesis) to your customers.
  • In this context, we’re looking for a single case that people are testing that they want help on, but we can discuss broad categories as well.
  • Generally, if the marketing isn’t working, the customer hypothesis is probably not well defined.

Business Model Hypothesis

How are you going to make money?

  • Ideally, a business model canvas as advocated by Ostwerwilder is ideal.
  • In the simplest case a basic one sentence description is fine,. E.g. “I will sell advertising.”
  • (note: A complete business model canvas would include all your other hypotheses as well.)
  • In relation to marketing, this is only needed briefly to understand how the constraints of the customer acquisition costs. Different models will have different cost constraints.

Metrics

How are you measuring your progress towards solving your current marketing issue?

  • What is the metric?
  • What is your conversion funnel?
  • What is the condition under which you have validated your hypothesis? (note: This is a trick question.)
  • What is the condition under which you know you are failing?
  • Which hypothesis will be disproven if you fail?
  • Bring real data to discuss.

 



This entry was posted on Thursday, December 9th, 2010 at 5:38 pm and is filed under Agile, Customer Development, Lean Startup. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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