Chp 9
Identify your next 10 customers

After TAM - this is second step to guard against hyper focus

A list of 10 potential customers after persona super useful to proceed

These should fit end user profile and be represented by persona

then

  1. Verify primary market research
  1. Check if similar to persona
  1. Verify all work thus far

Quantified Value Prop

Full life cycle case

etc

4.

After this step - more confidence - better able to convince partners, investors etc

If only feedback "everything's ok" - might not care very much about the product

How to do

1.Make a list of more than 10 customers (cause won't get everyone) - each similar to each other and the persona - might have to reselect persona here

  1. Contact - being in inquiry mode - verify past work, specially top priorities
  1. If verifies hypothesis - may get letter of intent "if a company selling ...", or might even get pre-pay if confidence can deliver
  1. IF feedback not aligned with hypothesis - take good notes - don't worry though unless see pattern
  1. Review assumptions after new data - end goal is to prep a list of 10 homogeneous customers
  1. IF can't - might have to reconsider beachhead
  1. Will demand a good amount of work - don't share info externally

Note if other customers share other things with the persona you didn't expect

sample. App 1, table 10