customer development for ramen lovers
TRANSCRIPT
CUSTOMER DEVELOPMENT FOR
RAMEN LOVERS
Hiten ShahMay 2012 - RamenCamp
HTTP://PERFECTFUELCHOCOLATE.COM
@PERFECTFUEL
@hnshah #RamenCamp
DOING BUSINESS ON THE WEB FOR
9 YEARS
AND PLENTY OF FAILURES ALONG THE WAY
“You will get all you want in life if you help enough other people get what they want.”
Zig Ziglar
HELP ME HELP YOU! EMAIL ME [email protected]
You’ll learn how to...
Create an audience1
Build your own channel2
Discover core problems3
Start with an audience
The lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them as fast as possible.
- Who are your customers?
- Where do they hang out?
- How should you engage?
“There is no black magic to successfully attracting
customers via the web.”
Rand Fishkin
WHO ARE YOUR
Customers?
START WITH A SPECIFIC
Audience
@
WHERE DO THEY
Hang out?
HTTP://SEARCH.TWITTER.COM
Where do they hang out?
HOW SHOULD YOU
Engage?
People who are responsible for improving web user experiences
have a problem communicating what needs to be improved.
Problem Hypothesis
Who are your customers?
PEOPLE WHO DESIGN
Websites
Where do they hang out?
How should you engage?
HELP THEM BE MORE
Awesome
ORIGINAL CRAZYEGG TEASER FROM 2005
Build an audience early
Build an audience early
200,000CUSTOMERS
7 FIGURESREVENUE
23,000PRE-LAUNCH EMAILS
Crazy Egg
4FULL-TIME EMPLOYEES
Crazy Egg isPROFITABLE
100%BOOTSTRAPPED
What is User Experience?
Who are your customers?
ONLINE MARKETERS WITH
Websites
Where do they hang out?
#measureON TWITTER
How should you engage?
Build an audience early
89,000FOLLOWERS
$0BUDGET
10,000TWEETS
How to reach your customers...
BUILD YOUR OWN
Channel
Publish awesome content
Content is king. Great content gets people excited, it educates them, it helps them be successful and even makes them want more!
- Start a blog
- Create content
- Be consistently awesome
“No matter what, the very first piece of social media real
estate I'd start with is a blog.”
Chris Brogan
Start a blog
SELF-HOSTED
Start a blog
DRIP EMAIL MARKETING
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Create content that teaches
Create content
300POSTS
10,000COMMENTS
50INFOGRAPHICS
WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS
“Employ two people for the same job, keep one.”
Nick Warren
4000Tweets
500Likes
300LinkedIn Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIED
3900Tweets
707Likes
366LinkedIn Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A WEBSITE?
Be consistently awesome
Be consistently awesome
Start a blog
$7.35COST PER SIGN UP
YOUR CHANNEL HELPS YOU
Grow
YOUR CHANNEL HELPS YOU
Learn
!“The only way to win is to learn faster than anyone else.”
Eric Ries
MARRY THE PROBLEM NOT THE
Solution
=
“Just because you can doesn't mean you should.”
Jason Jacobs
Not the solution
$1,000,000BURNED
INFINITELOSS
3YEARS
!“Don't try to do marketing if you have something that people don't want.”
Noah Kagan
FIND THE CORE
Problem
-
“Better mouse traps are easier to sell.”
Seth Lieberman
ALWAYS BEGIN WITH A
Hypothesis
?
!Our hypothesis is that (certain type of person)
have a problem doing (certain type of task)
Problem Hypothesis
Customer Development
!Our hypothesis is that product manager type people
have a problem doing effective customer research.
Problem Hypothesis
LEARN HOW TO ASK THE RIGHT
Questions
?
“You need to hear the feedback... the good and the bad.”
Glenn Gaudet
What we wanted to learn
What are they doing now?1
What are other tools missing?2
Who is involved?3
How frequent / severe is the pain?4
What are other customer complaints?5
“Become a student of your customer.”
Caroline Beaulieu
How we learned
phone interviews20
paper user tests3
landing pages2
hacky mvp1
What we learned
People are not doing customer research.!
They want private feedback and targeting.
It requires developer involvement.
It is a constant pain.
!
!
!
What we built
MICRO SURVEYS - HTTP://KISSINSIGHTS.COM
What we built
POWERED BY KISSINSIGHTS LINK
How we track it
http://www.kissinsights.com/?utm_source=suview&utm_medium=dark&
utm_campaign=google.comUTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD
How we track it
KISSinsights
KISSinsights isPROFITABLE
$0MARKETING BUDGET
OVER 20,000SIGN UPS
THANK YOU!
Hiten Shahhitenism.com