Finding Your Early Customers: Quincy Center for Innovation

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Information about Finding Your Early Customers: Quincy Center for Innovation

Published on March 10, 2014

Author: cnahil



A presentation to accompany a hands-on workshop to help startups research and identify their true markets and engage with early customers.

Chris Nahil Message & Medium, LLC Communications and Marketing for Emerging Growth Companies March 11, 2014

 Customer Development  Customer Engagement  Sources

Achieving Product/Market Fit is the Holy Grail of a New Company. You must assess whether or not the needs of the customer in a specific market match the product or service you plan to offer before you begin serious marketing or sales.

 What Industries? ◦ Brainstorm widely now, narrow list later.  What Users? ◦ Actual individuals, titles and roles  What Tasks? ◦ Real work

Disciplined Entrepreneurship, Bill Aulet, Managing Director, Martin Trust Center for MIT Entrepreneurship  Well funded?  Easily reachable?  Compelling reason to buy?  Whole product?  Entrenched competition?  Springboard into new markets?  Consistent with passions, values and goals of founders?

 You need to know: ◦ End user ◦ Application ◦ Benefit ◦ Leading customers and influencers ◦ Market insight ◦ Partners and players ◦ Market size ◦ Competition

 More info: o Age, gender o Geography o Income o What drives them o What keeps them awake at night o Media consumed & info sources o Contact details and permission

“The facts live outside the building,” Steve Blank, The Four Steps to the Epiphany  Open mind  Thorough  No telling, no selling  Open ended ◦ Who else? What else? ◦ May I follow up? GET EMAIL INFO These are conversations and relationship development opportunities. Let it flow.

 Organize your findings  Keep it simple and consistent Compare apples to apples  User friendly for you  These are your customers. The profile will be your marketing guide.

 Web site Wix, SquareSpace, GoogleSites, 1and1, Weebly  Surveys and Polls  Survey Monkey  Monitoring/research GoogleAlerts Mention Feedly MuckRack HootSuite, TweetDeck,  Blogging/sharing WordPress, Blogger, Tumblr, Instagram, Pinterest, Buffer  Email Marketing ConstantContact, Mail Chimp, iContact, VerticalResponse

Books  Disciplined Entrepreneurship, Bill Aulet  Four Steps to the Epiphany, Steve Blank  Marketing in the Round, Gini Dietrich and Geoff Livingston  Marketing Lessons from the Grateful Dead, David Meerman Scott and Brian Halligan Blogs and Web Sites , John Jantsch , Ann Handley , Sean Ellis

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