Slides: I-Catalyst Customer Discovery Methodology - Process

Att.4 I-Catalyst Sample Customer Discovery Methodology - Process Slides

9/30/2019

CDC ICatalyst
Stakeholder
Customer Discovery
Business Model
Business Thesis

COURSE OBJECTIVE:
Learn what we now know about going from an

idea to a deployable solution
Learn

stakeholder discovery

Use

hypotheses driven testing
to create a compelling

mission model canvas

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COURSE OBJECTIVE:
Teach a

methodology
for collecting data
get out of the program
what you put in, in terms of effort
You will only

OUR EXPECTATIONS OF YOU
You will spend 30% of your time
of your office, or your lab

outside

all the work assigned
You will hold 50+ customer interviews

You all will do

This is a team activity, divide the work, share
your insights, work together

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OUR EXPECTATIONS OF YOU
Be intensely curious
Be intellectually honest
Be willing to go where the discovery
takes you. Plan to

pivot

Admit you don’t have all the answers.
Don’t make things up.
Say:

”I don’t know”

EACH SESSION

interviews

15+ customer
Continuously update

Launchpad Central
Regularly meet as a group

thesis

canvas

Revise your
and
Present what you learned
Watch and discuss the Steve Blank lectures

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Stakeholder Discovery
Business Models

“Identify a problem or
need about which enough
people care”

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“Design a solution that
will meet that problem or
need”

“Evidence that the
solution/service
satisfies the
stakeholder problem”
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“Build and deploy a
solution/service that
satisfies the
stakeholder problem”

Mission Model FIT

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“Validate and implement
a model for delivering
the solution/service that
is repeatable and
scalable”

You will refine, revise or
throw out your “great”
ideas!

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The only thing
that matters is getting
To problem / solution
FIT

a Business Thesis is:
Who is your stakeholder(s)?
What is your solution?
Why will they use your
solution?

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Hypothesis
What must be true such that the business
thesis holds

Experiment
How you will test your thesis. How you will
discover if what you
Question
Questions that can be asked to run the
experiment

KEY
PARTNERS

KEY
ACTIVITIES

Which outside partners or supplies
you need to perform the activities?
Are they new or existing?

Which activities do you need to
perform well in your mission
model?
What is crucial?

KEY
RESOURCES
Which resources do you need to
perform the activities?
Which are essential?
Are they new or existing?

COST STRUCTURE
What is the resulting cost structure?
Which key elements drive your cost?

VALUE
PROPOSITION
What are you offering them?
What problem are you solving for
them?
What gains do you give them?
What Horizon are you building for?

BUY-IN
How do I get customers to buy-in,
use and deploy?

STAKEHOLDER
SEGMENTS
Which customers are you serving?
Are they inside or outside the
agency?
Which jobs do they really want to
get done?

DEPLOYMENT\
IMPLEMENTATION
How well you get the value prop to
each Customer?
Through which interaction points?

MISSION VALUE/IMPACT
What value are you generating?
Improvements? New Capabilities?
Scale, Interoperability?

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KEY
PARTNERS

KEY
ACTIVITIES

KEY
RESOURCES

COST STRUCTURE

VALUE
PROPOSITION

BUY-IN

STAKEHOLDER
SEGMENTS

DEPLOYMENT\
IMPLEMENTATION

MISSION VALUE/IMPACT

Part of the Model

STAKEHOLDERS

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JOBS

what they are trying to
get done in their work
and in their lives
task to perform, problem
to solve, needs to satisfy

PAINS

describe bad
outcomes, risks, and
obstacles related to
their jobs
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GAINS

describe the more or
less expected benefits
they are seeking

Stakeholders

how well do you know
them?

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Value Proposition
the solution
A list of all the
solutions, services, or
processes a value
proposition is built
around

pain relievers
describe how your
products, services
or processes
alleviate
stakeholder pains

Value Proposition
gain creators
describe how your
products, services or
processes create
stakeholder gains

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First, understand the stakeholder

Provide evidence
showing “what” they
care about before
focusing on “how” to
help them
Then, develop the value proposition

Provide evidence
showing that they care
about how your
products, services or
processes kill pains and
create gains
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Finally, consider the whole model

Provide evidence showing that the
way you intend to create, deliver,
and capture value is likely to work

It’s A Process
?
✓

Core Idea or
Technology

Discovery

Validation

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GOOTB!
Expectations
?
✓

Interviews

Discovery

Validation

50+

Even More

Business Thesis
Who is your stakeholder, what is your solution, why will they use it?
Idea:
Our team has created a tool called the “Grantee Connector,” which
serves as a curated database of grantee contacts, work products,
and templates, but further, a facilitator for grantees to find one
another, share, and learn from the experiences of others.
Business thesis:
The Administration for Native Americans (ANA) grantees will use
our database to connect with and learn from other ANA grantees.

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Business Thesis
Who is your customer, what is your product, why will they buy it?

The Administration for Native Americans
(ANA) grantees will use our database to
connect with and learn from other ANA
grantees.

Business Thesis
Who is your customer, what is your product, why will they buy it?

The Administration for Native Americans
(ANA) grantees will use our database to
connect with and learn from other ANA
grantees.

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Business Thesis
Who is your customer, what is your product, why will they buy it?

The Administration for Native Americans
(ANA) grantees will use our database to
connect with and learn from other ANA
grantees.

Thesis format:
T= S will use Solution because VP

S:stakeholder (who is your stakeholder)
VP: value proposition (why they will use it)

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Business Thesis
Who is your stakeholders, what is your solution,
why will they use it?

Workshop Exercise 1:
write your first
business thesis

Next
Nex Step

Hypotheses:
What must be true
such that the thesis is true

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Hypotheses:
Your current wild guess
about your stakeholders’
problems
jobs, wants, and needs.

Hypotheses:
Statement of fact
Is either true or false
No commas or ands
Testable

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Hypotheses
H1:PTEA evaluate patients in the classroom
H2: PTEA have to see more patients per day
H3:PTEA spend more time evaluating patients in the classroom (vs. private
setting)
H4:Recorded evaluations reduce the amount of time spent filling out paper
work
H5:Less time spent filling out paperwork increases the number of patients
seen per day
H6:Seeing more patients per day increases reimbursement to PTEA
Physical Therapists will make video recordings of children with autism in the classroom to improve therapy outcomes.

Proof:
if H1, H2, H3… Hn then T

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If PTEA evaluate patients in the classroom
and PTEA have to see more patients per day
and PTEA spend more time evaluating patients in the classroom (vs. private
setting)
and Recorded evaluations reduce the amount of time spent filling out paper
work
and Less time spent filling out paperwork increases the number of patients
seen per day
and Seeing more patients per day increases reimbursement to PTEA
Then Physical Therapists will make video recordings of children with autism in
the classroom to improve therapy outcomes.

Experiments:

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Hypothesis
What must be true such that the business thesis holds
Experiment
How you will test your thesis. How you will discover if
what you believe to be true, actually is!
Question
Questions that can be asked to run the experiment

Hypothesis
PTEA evaluate patients in the classroom
Experiment
Interview 6 physical therapists who work with children
to learn about where they hold their evaluation sessions
Question
Tell me about a typical evaluation.
How do you decide when and where to evaluate patients?
Tell me more about that…
Why….?

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Write your business thesis.
Include who the stakeholder is,
what the solution is and
why people would use it.

Create 5-7 hypotheses based on the business thesis.
For each hypothesis, tell us who you’re going to talk to.
Create questions to kick off your interviews.
Reflect on who you should contact and interview.

Stakeholders to Interview:
Begin a list of people who you feel would gain value from
your solution.
How will you contact them?
Are your questions formulated with them in mind?

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