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Prepare to Launch, Phan Tiến Dũng
K204020964 - Coggle Diagram
Prepare to Launch
The Lean Approach
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Customer Development
Customer Discovery
- Listening, not selling
- Test hypotheses
- Continuous Discovery and Feedback
- Done by founders
Customer Validation
- Achieved “product-market it”
- Return to Discovery absent passionate key adopters
Customer Creation
- Creation comes after proof of sales
- Spend to scale based on facts
- Begins only with repeatable, scalable processes for sales, marketing, demand creation
Company Building
- Traditional lean approach puts company at the end
Positives and negatives
- Any flexible approach is good, you don’t need to be lean
- Not right in some complicated cases
- Lean can be hard
Minimal Viable Products
Test hypotheses
Customer Interviews
- Who to interview: Potential beachhead customers ; Extreme users or People you have easy access to (last resort)
- Prepare good questions
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Prototype: Physical products ; Apps & Services
- Testing. Then watch and ask about their interaction, experience and get feedback
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Making the Leap
- Use experimentation and lean to lower risk
- Consider principle of “affordable loss”
- Test idea rigorously
Risk:
- Known issues (How deal with the cut to income? ; Partner/family react?)
- Known risks (Get funding from? ; Will the product work?)
- Unpredictable danger
Art of the Pitch
Art of the pitch
Challenge:
- Visionary: Decreases competition ; Positions positively to others ; Shows distinctiveness
- Pragmatic: Legitimate ; Can be understood ; Plausible and feasible
3 tools:
- Analogy
- Classification
- Authority
Pitch Research:
- Professional person: Substance, thoughtful material, logical flow
- Inspirational person: Energy, interesting, varied tone and pitch
Symbolic Action:
- Personal
- Spaces
- Achievement
- Stakeholders
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