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It’s Not a Conversion Problem, It’s a Customer Development Problem

ConversionXL

Not because they have a conversion problem but because they never really nail the product or how to market it. This is a customer development problem. So What is Customer Development? The core idea behind customer development is that the assumptions you make about a target market are only guesses.

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The Customer Development Manifesto: Reasons for the Revolution.

Steve Blank

This post describes how the traditional product development model distorts startup sales, marketing and business development. The meaning of alpha test , beta test, and first customer ship are pretty obvious to most engineers. For example, some startup sales execs believe hiring the core sales team is a key objective.

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European startups: Here’s how to (not) raise capital in the US

The Next Web

Editor’s note: This is a guest post by Stefano Bernardi, who is on the founding team of Betable , where he heads Customer Development. He is a part-time hacker, angel investor, and product advisor, and was selected from more than 300 people to “shadow” Dave McClure at 500 Startups. Reference Checks.

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The LeanLaunch Pad at Stanford – Class 4: Customer Hypotheses

Steve Blank

Last week the teams were testing their hypotheses about their Value Proposition (their company’s product or service.) This week they were testing who the customer, user, payer for the product will be (and discovering if they have a multi-sided business model , one with both buyers and sellers.) Let the real learning begin.

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Clayton Christensen

Steve Blank

Christensen, writing for a corporate audience, explained that there were two classes of products – sustaining and disruptive. His message was that existing companies are great at sustaining technologies and products but were ignoring the threat of disruption. At that tipping point the legacy industry collapses.

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SuperMac War Story 6: Building The Killer Team – Mission, Intent.

Steve Blank

The other departments in marketing gave the same answers; the product-marketing department said their job was to write data sheets. To do that we will create end-user demand and drive it into the sales channel, educate the channel and customers about why our products are superior, and help Engineering understand customer needs and desires.

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Are You Putting Your Rock Star Customers To Work?

YoungUpstarts

Talented product developers. If you can harness the knowledge, natural enthusiasm, and peer influence of your very best customers — I call them “Rock Star” customers — they’ll market, sell, and help develop breakthrough products for your firm better than your internal resources can do, and often at a fraction of the cost.

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