!Goal
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.
!Checklist
* Define the different types of "customer"
** Who will be the actual day-to-day user of the product?
** Who are the influencers and recommenders?
** Who is the economic buyer?
** Do you think the economic buyer has an existing budget for this product or do they need to get one approved?
** Who are the decision makers?
** Who else needs to approve the purchase?
** Creating an [[Empathy Map]]@games may be helpful.
* Customer visionaries understand they have a pain and can visualize that there is a solution. Wher do you think you will find them?
** In what title or function?
** In what company type?
** In what industry segment?
** Reminder: a visionary is a ''paying'' customer
* Where in an organization do you think your first customers are?
** What departments?
** What are their titles?
** How do they differ from later customers?
* What problem does the customer have?
* What do you think the biggest pain is in how they work?
** Is it the same on all levels of the company?
** If they could wave a magic wand and change anything, what would it be?
** Since your product doesn't exist, what do people do today to solve their problem?
** Don't do it? Do it badly? Don't recognize the need?
* Where on the problem recognition scale is each type of customer (see also [[Earlyvangelists]])?
** ''Latent need'', you recognize that your customers has a need for your solution but they do not (yet)
** ''Active need'', the buyer is in pain (recognizes the need but does not know how to solve it)
** Has a ''vision for a solution'',  (the buyer has a vision on how to solve their problem)
* What is the organizational impact of this pain?
** Individual?
** Departmental?
** Corporate?
* Define the magnitude of the customer need - Is this a mission critical product?
** Is this a have to have product?
** Is this a nice to have product?
** Is this product so important that they have built it themselves?
** How well do the product features and benefits fit?
* How does the potential user spend their day now?
** What products do they use? How much time do they spend using them?
** How would their world change for these users after they had your product?
** How would it change their day / livers?
** Would there be new users?
** Summarize the "Day in the life of a customer"
* How would customers justify return of investment for this product?
** What will be measured?
** Revenues? Cost reduction or containment? Displaced costs? Avoided costs? Intangible?
* What is the smallest / least complicated problem that can be solved for which the customer will pay for?
** What is the smallest feature set for the first release?
!Exit deliverables
* [[Customer and Problem Model]]
** Including workflow and proces
** Including customer pain
** Including the organizational impact (individual, departmental, corporate)
Part of: [[Customer Development Checklist]] - [[Customer Discovery]]
Part of book: [[The Four Steps to the Epiphany]]
bag
mbi_public
created
Sat, 20 Nov 2010 15:52:57 GMT
creator
dirkjan
modified
Sat, 20 Nov 2010 15:52:57 GMT
modifier
dirkjan
creator
dirkjan