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