Index - Discovery - Validation - Creation - Building

Step 1 - Phase 2 - Customer Discovery, Test “Problem” Hypothesis

Learn and refine your assumptions about the customer and their problem.

  1. First Customer Contacts
  2. “Problem” Presentation
  3. Customer Understanding
  4. Market Knowledge

First Customer Contacts

This is about “getting out the door” and talking to REAL people. Make a list of 50 potential customers.

Email, Call, Setup a Meeting.

Build into AgileCRM.

Group by type of customer (which stage of adoption curve, readiness to buy)

Should do both Users and Buyers.

Intro Email:

  • One paragraph description of your company
  • A general description of what you are doing
  • What’s in it for the contact

Reference Story (why you are calling / contacting)

  • Emphasize the problem you are solving
  • Why it’s important to solve them
  • The solution you are building

This section has some good templates for the pieces of an email or phone call.

“Problem” Presentation

Develop a presentation about the problem(s) and create an on-going conversation with the customer.

NOT a product presentation, only the problems and solutions.

Let them convince you of their problems. (Try to reframe them)

Ask them if you missed any AND to rank the problems.

Get them to draw the connection between business goals and the underlying problems.

Ask why they think it’s important to solve these problems. Ask how much the problem costs them in:

  • lost revenue
  • lost customers
  • lost time
  • frustration

With agreement on problems and costs, you can then show them “Today’s Solutions”.

Which are:
  - DevOps
  - Declarative Infrastructure
  - "Agile"
  - Cloud-Native, Microservices, Serverless
  - 3rdParty Providers for all the peripherals

Again, ask what the customer thinks are the solutions. What have they tried or considered?

Figure out:

  • How they solve it (or do it) today
  • How they think others solve it
  • Who they think has this problem as well

Finally, display your solution, not in features, but rather the BIG ideas.

Looking for a reaction and a discussion.

And how long it takes them to understand your solution Do they get it? Does it take 20 minutes of explaining?

Important Questions:

“What is the biggest pain in how you ?”

“If you could wave a magic wand and change anything in what you do, what would it be?”


Make a list of the top three things you want to learn before going into a call or meeting!

In-depth Customer Understanding

Need to understand how a customer spends their day.

How they spend their money and get their jobs done.

All of it In detail.

  • How does their workflow / design flow happen?
  • Is their job in isolation?
  • How do they interact with other departments?
  • Do others share the same problem(s)?
  • Is it possible to quantify impact across the entire org?

Need to check assumption whether people will actually pay for your (a?) solution.

  • What would make the customer change their current way of doing something?

    • Price?
    • Cost, time, frustration?
    • Features?
    • New Capability?
    • New Markets?
    • Customer acquisition / retention?
    • A New Standard?
  • If you had

    • What percent of time would you spend using it?
    • How mission critical is it?
    • How would it solve the pain you described?
    • What would be the barriers to adopting a product liek this?
  • How do they learn about new products like yours?

Market Knowledge

Market Research…