Slides from http://TheFocusCon.com

1. FOCUS
Con
WELCOME TO…

2. MASTERING
CUSTOMER
INTERVIEWS
@Justin_Wilcox

3. 1. First of it’s kind
2. Built for you
3. An MVP
4. Feedback please
Digital Conference

4. 1. Video
2. Exercises
3. Report Bug
4. Questions vs Chat
Tour

5. MASTERING
CUSTOMER
INTERVIEWS
@Justin_Wilcox

6. 9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda

7. INTERVIEWS
GET
SALES

8. My Background
18 months

10. Discovered
Lean Startup

11. ThingsWeStart

12. Success

14. FOCUS Framework

15. Startup Accelerators

16. Curriculum

17. Fortune 1000

18. ?’s

19. START
AT
THE
end

20. WHY
INTERVIEW
CUSTOMERS?
SALES

21. BUILDING
PRODUCTS
IS

22. BUILDING
PRODUCTS
IS
EASY

23. SELLING
PRODUCTS
IS

24. SELLING
PRODUCTS
IS
HARD

25. 1. Website copy
2. Marketing channel
3. Marketing message
4. Competitive advantage
Interviews Make Selling Easier

26. SAMPLE APP:

27. SAMPLE APP:
PANDORA
FOR

28. SAMPLE APP:
PANDORA
FOR
EXERCISE

29. PROBLEM:
EXERCISE
IS

30. PROBLEM:
EXERCISE
IS
BORING

31. INTERVIEWS
AREN’T
ABOUT

32. INTERVIEWS
AREN’T
ABOUT
YES / NO

33. INTERVIEWS
ARE
ABOUT

34. INTERVIEWS
ARE
ABOUT
MARKETING

35. INTERVIEWS
ARE
ABOUT
STRATEGY

36. INTERVIEWS
ARE
ABOUT
COMPETITION

37. INTERVIEWS
ARE
ABOUT
SALES

38. ?’s

39. WHO
TO
INTERVIEW

40. FOCUS 1.4
Adoption
Behavior
Curve

41. Diffusion of Innovations
Early
Adopters
Early
Majority
Late
Majority
Laggards
Victory

42. Exercisers
“Exercise is boring”
Victory
Start
“I don’t have an app that gives me new workouts”

43. “Exercise is boring”
Goes to Pole Dancing classes
Goes to CrossFit
Watches YouTube exer. videos
Uses “Zombies, Run” app
Uses “7 min. workout” app
Takes Cardio Hip Hop classes
Tweets about new Pole Dancing class
Comments on a CrossFit blog
Gives feedback on “Zombies, Run” app
Yelp review on Cardio Hip Hop classes
Joins exercise Meetup Group

44. HELP / FEEDBACK?

45. WHO ARE
EARLY ADOPTERS?
Seeking a Solution
Know they Have It
Have the problem
Customers who…

46. WHERE ARE YOURS?
Externally
Observable
Behavior
Tweets about new Pole Dancing class
Comments on a CrossFit blog
Gives feedback on “Zombies, Run” app
Yelp review on Cardio Hip Hop classes
Joins exercise Meetup Group

47. SAVE IT

48. TAKEAWAYS

49. FEEDBACK

50. ?’s

51. 9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda

52. NETWORKING
roulette

53. 1 MIN
left

54. 9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda

55. ASKING
FOR INTERVIEWS

56. 3 Rules of Cold Contacts
1. Email
2. LinkedIn
3. Twitter
4. Facebook

57. 3 Rules of Cold Contacts
1. Personal

59. 3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences

60. 5 Sentence Cold Email
1. About them
2. About both of you
3. What you’re doing
4. What you’re offering
5. The ask

62. 3 Rules of Cold Emails
1. Personal
2. Short – 5 sentences
3. Valuable

64. 140 Characters

65. REDDIT DEMO

66. ASK FOR MORE INTERVIEWS

67. Lean Startup Founders “How do I do Lean Startup?”
Lean Startup LinkedIn Group
LSM Facebook group members
Blog readers 8/198/128/7
8/10 8/15 8/22
9/78/298/24

68. ASKING
FOR INTERVIEWS

69. ?’s

70. What
to
Ask

71. DEMO
Interview?

72. Rule #1
Don’t talk about
your idea

73. Rule #2
Never ask about the
future
- “Would you use...”
- “How much would you pay?”

74. WHAT
NOT
TO
ASK

75. 1. Don’t sell during interview
2. Listen
3. Their Answers = Sales Strategy
Interviewing Secret

76. 1. Website copy
2. Marketing channel
3. Marketing message
4. Competitive advantage
Interviews Make Selling Easier

77. What
to
Ask?

78. FOCUS 1.8
CUSTOMER
INTERVIEW
TEMPLATE

80.  Partner
 8 minutes each
 “...hardest part about being a founder ?”
PRACTICE

81. TAKEAWAYS

82. YOUR NEXT STEP

83. FEEDBACK

84. ?’s

85. 9:10 - Interviews get Sales
9:30 - Who to Interview
10:20 - Networking Roulette
10:35 - How to Interview
11:20 - Interviewing Practice
12:00 - Mentoring (Silver & Gold)
Agenda

87. FOCUS Framework

88. S
O
F
C C
F
U
U O
How to find
Product-Market Fit
FOCUS
Framework

89. How to find
Product-Market Fit
FOCUS
Framework
S
O
F
C C
F
U
U O
1. Concrete steps
1 2
3 4
56 ...
2. Orders the steps 3. Exercises & tools for
each step

90. 1. Lifetime video access
2. Electronic copy of FOCUS ($99)
3. Mentoring
Upgrade to Silver
Everything: $99

91. 1. Lifetime video access
2. Electronic copy of FOCUS
3. Mentoring
4. Print or Video version of FOCUS ($499)
Upgrade to Gold
Everything: $299

92. 1. Feedback survey
2. Recording links
3. Mentoring
What’s Next

93. MASTERING
CUSTOMER
INTERVIEWS
@Justin_Wilcox

94. FOCUS
Con
THANKS YOU!