I Interviewed 50+ People For My SaaS Startup | Startup Chat 011
Summary
TLDREn este startup chat número 11, el presentador comparte su experiencia en el desarrollo de clientes y la investigación de mercado. Durante dos semanas, entrevistó a más de 30 personas, aprendiendo de sus interacciones y discutiendo problemas y soluciones para su software. Se enfocó en la definición de problemas, la propuesta de soluciones y la definición del producto, destacando la importancia de la investigación de mercado y el enfoque en el contenido para generar conversaciones. A lo largo de las etapas, el creador se enfrentó a desafíos y aprendizajes valiosos, enfocándose en diferenciar su producto en un mercado competitivo y buscando crear una estrategia sólida para su lanzamiento.
Takeaways
- 🗣️ La importancia de la investigación de mercado y desarrollo de clientes en etapas tempranas de un negocio.
- 📈 Se llevó a cabo una investigación de mercado durante varios meses, con un aumento en volumen en las últimas dos semanas, hablando con más de 30 personas.
- 📩 Utilizó DMs de LinkedIn para acercamiento inicial, pero la mayoría de las entrevistas fueron generadas a través de contenido, lo que refleja la importancia del contenido para atraer a clientes.
- 🤔 Durante la primera etapa, el enfoque fue la definición del problema, buscando comprender las necesidades y problemas de los clientes sin una propuesta de producto específica.
- 💡 La segunda etapa consistió en la definición de soluciones, donde se presentó hipotéticamente soluciones a los problemas identificados y se recibió retroalimentación de los clientes.
- 🛠️ La tercera etapa es la definición del producto, enfocándose en las características y funcionalidades específicas que proporcionarán la solución a los problemas identificados.
- 🎯 Se enfatizó la distinción entre solución y producto, destacando la necesidad de no tener una visión troncal en el producto y considerar múltiples formas de abordar un problema.
- 💡 Se sugiere la importancia de la retroalimentación constructiva y el desafío de ideas durante las entrevistas de desarrollo de clientes.
- 💰 Se ofrecieron incentivos como tarjetas de regalo de Amazon para motivar a las personas a participar en entrevistas, lo que puede ser una estrategia para superar la barrera de la participación inicial.
- 🔄 Se menciona la necesidad de ajustar teorías y suposiciones basadas en datos durante el proceso de investigación de mercado.
- 🚀 El proceso de definición del producto está en curso, con una versión inicial planeada para lanzarse en cuatro semanas, lo que demuestra una aproximación iterativa y ágil al desarrollo.
- 📢 La necesidad de diferenciación en el mercado, especialmente cuando se entra en un mercado competitivo, y la importancia de encontrar un punto de venta distintivo.
Q & A
¿Qué es lo que el entrevistado está haciendo en el video número 11 de Startup Chat?
-El entrevistado está compartiendo sus experiencias en el desarrollo de clientes y la investigación de mercado, explicando los procesos y las lecciones aprendidas tras hablar con más de 30 personas en solo dos semanas.
¿Cómo abordó inicialmente el entrevistado a las personas para realizar la investigación de mercado?
-Inicialmente, utilizó mensajes directos (DM) en LinkedIn para realizar la investigación de mercado, pero admite que fue difícil conseguir respuestas positivas y que la mayoría de las entrevistas se generaron a través de contenido atractivo (inbound).
¿Por qué el entrevistado considera que la creación de contenido es valiosa según su experiencia en la investigación de mercado?
-La creación de contenido resultó en una gran cantidad de entrevistas de entrada (inbound), lo que le permitió interactuar con personas que estaban interesadas en sus ideas y dispuestas a brindar retroalimentación, lo cual es una posición privilegiada para un empresario en desarrollo.
¿Cuál fue la primera etapa en el proceso de investigación de mercado según el entrevistado?
-La primera etapa fue la definición del problema, donde el entrevistado buscaba identificar problemas específicos sin tener una propuesta de producto o solución definida, simplemente haciendo preguntas abiertas para entender las necesidades y desafíos de las personas.
¿Cómo describiría el entrevistado el proceso de definición de la solución durante la segunda etapa de su investigación de mercado?
-Durante la segunda etapa, el entrevistado presentó sus teorías y soluciones hipotéticas a las personas entrevistadas, buscando retroalimentación sobre si sus ideas estaban en la dirección correcta y cómo las personas actualmente resolvían esos problemas.
¿Por qué el entrevistado incentivó a las personas a unirse a las llamadas con tarjetas de regalo de Amazon?
-El entrevistado ofreció incentivos como tarjetas de regalo de Amazon para motivar a las personas a unirse a las llamadas, ya que esto les hacía sentir más dispuestos a colaborar y compartir su tiempo y conocimientos.
¿Qué aprendizajes valiosos se obtuvieron durante las conversaciones con fundadores y clientes potenciales durante la segunda etapa?
-Se obtuvieron retroalimentaciones valiosas sobre si las soluciones propuestas eran relevantes y efectivas, y se identificó si los problemas considerados eran verdaderamente críticos o solo secundarios para los clientes potenciales.
¿En qué fase del proceso de investigación de mercado se encuentra el entrevistado al final del guion?
-Al final del guion, el entrevistado se encuentra en la fase de definición del producto, donde está enfocado en presentar las características y capacidades específicas del producto que brinda la solución hipotética a los problemas identificados.
¿Qué desafíos ha enfrentado el entrevistado al tratar de diferenciar su producto en un mercado competitivo?
-El entrevistado ha enfrentado el desafío de diferenciar su producto en un mercado donde los competidores tienen años de experiencia y recursos, lo que requiere creatividad para encontrar nichos no servidos o áreas de mejora y enfocarse en ellas.
¿Cómo planea el entrevistado abordar la pregunta '¿En qué estás diferente?' en el mercado?
-El entrevistado está consultando con expertos y pensando creativa en el marketing para encontrar su posición única en el mercado, ya sea mejorando en un área específica o construyendo una marca y comunidad fuertes.
¿Cuál es el plazo estimado para el lanzamiento de la versión inicial del producto según el entrevistado?
-La versión inicial del producto está prevista para ser completa en aproximadamente cuatro semanas, momento en el cual el entrevistado espera comenzar a obtener feedback de los usuarios.
Outlines
😀 Discusión de Desarrollo de Clientes
El primer párrafo aborda el proceso de investigación de mercado y desarrollo de clientes que el narrador ha estado realizando en las últimas semanas, hablando con más de 30 personas. Destaca la importancia de esta actividad y cómo el enfoque inicial fue a través de mensajes directos en LinkedIn, que resultaron poco efectivos. La mayoría de las entrevistas fueron generadas a través de contenido, lo que refleja una posición privilegiada y la disposición de las personas a proporcionar retroalimentación valiosa. Se menciona la importancia del contenido y cómo, a pesar de las dificultades para obtener respuestas positivas a través de mensajes directos, el contenido atrajo a personas interesadas en el trabajo del narrador.
🔎 Definición del Problema y la Investigación de Mercado
En el segundo párrafo, se profundiza en la metodología de investigación de mercado, que se dividió en tres etapas. La primera etapa, la definición del problema, comenzó hace varios meses y se centró en identificar problemas específicos en el mercado, sin una propuesta de producto o solución definida. El narrador buscaba comprender las actividades diarias de las personas, sus problemas urgentes y cómo abordaban estas situaciones. El objetivo era ordenar los problemas por importancia y prioridad, lo que proporcionaría un punto de partida claro para el negocio, ya que los negocios existir para resolver problemas.
🤔 Definición de la Solución y la Interacción con los Clientes
El tercer párrafo describe la segunda etapa de la investigación de mercado, la definición de la solución. A esta altura, el narrador tenía una idea más refinada de los problemas y comenzó a plantear soluciones hipotéticas a los entrevistados. Se enfatiza la importancia de la retroalimentación constructiva y cómo hablar con fundadores y clientes ideales ayudó a validar o invalidar las teorías y a ajustar la dirección del negocio. Se sugiere que algunas conversaciones no son útiles si no proporcionan retroalimentación crítica y que es fundamental escuchar y aprender de la perspectiva de otros.
🛠️ Definición del Producto y Desafíos del Mercado
El cuarto y último párrafo se enfoca en la definición del producto, la tercera etapa del proceso. Aquí, el narrador está trabajando en presentar características y capacidades específicas del producto que resuelvan los problemas identificados. Se discute la dificultad de diferenciarse en un mercado competitivo y la necesidad de encontrar un nicho o una solución que no esté siendo satisfecha por la competencia. El narrador está buscando expertos y enfocándose en la estrategia de marketing y la construcción de una comunidad y marca, aspectos que toman tiempo en desarrollarse. El párrafo concluye con la expectativa de la versión inicial del producto y la intención de recibir comentarios y conectarse con el público en un nivel más personal.
Mindmap
Keywords
💡Desarrollo de clientes
💡Investigación de mercado
💡Contenido
💡Definición del problema
💡Hipótesis del cliente
💡Definición de la solución
💡Fundadores
💡Clientes ideales
💡Estrategia de producto
💡Diferenciación
💡Marca y comunidad
Highlights
Conducted extensive customer development activities and market research by speaking with over 30 people in two weeks.
Initially struggled with outbound DMs on LinkedIn but found success with inbound leads generated through content creation.
Emphasized the importance of content creation as a means to attract potential customers and gather valuable feedback.
Outlined a three-stage approach to market research: problem definition, solution definition, and product definition.
Described the initial stage as identifying and understanding the day-to-day problems of potential customers.
Highlighted the importance of being open-minded during the problem definition phase to avoid premature solutions.
Offered incentives like Amazon gift cards to encourage participation in research calls.
Discussed the refinement of customer profiles and problem understanding during the solution definition phase.
Spoke with founders and target customers to validate business direction and gather insights on proposed solutions.
Stressed the value of challenging feedback during the solution definition phase to ensure alignment with customer needs.
Mentioned the transition to product definition, focusing on specific features and capabilities to address identified problems.
Acknowledged the difficulty of distinguishing a new product in a competitive market.
Suggested the need for creativity in finding a niche or differentiating factor in the market.
Discussed the importance of not relying solely on being the cheaper option and the need for a unique value proposition.
Shared the current focus on developing a product strategy and roadmap based on gathered insights.
Expressed excitement for the upcoming release of the first version of the product in four weeks.
Invited viewers to connect and share feedback, emphasizing the desire for personal interaction beyond numbers.
Transcripts
so we're back with another startup chat
um number 11
so in this one I wanted to talk
about um some some customer development
activities I've been doing
recently uh so market research fancy
word for market
research um so I've spoken with just in
the last two week alone maybe spoken
with uh over 30 people which has been
super valuable like really grateful for
for people that gave me some of their
time um and so yeah in this video I
think I'm just going to share a bit of
the the thought process behind that and
maybe that there might be some insights
that if you're in a similar stage um
mean you don't waste your your time or
you know can be a bit more efficient so
I think
the first Insight here is
that to get these um and these this
market research has been going on for
several months um there's just been a
high volume in the last two weeks um
but firstly how I approached people to
to conduct This research is through
outbound DMS on
LinkedIn and that was hard I I'm not
sure if I got anyone to say Yes um
through outbound DMS Maybe a few people
none come to mind um and so most of
these interviews if not all have all
been generated through content uh so a
lot of them have been inbound um which
is just I feel like a a really
privileged position to be in um and
people just you seem to be so
forthcoming and and open to give
feedback don't get me wrong I think
there's there's a it's mutually
beneficial I think a lot of um people
just want to be aware of what's going on
what people are working on um and in a
lot of these conversations people gave
their perspective on what I was working
on and in return I gave my
perspective um and yeah I just found
that interesting that like just how hard
it was
to um to get
people um to say yes through outbound
DMS um and how not easy but much easier
it was through content um so another
another strike on the uh reasons why you
should do content um so I've I've
approached this Market Research in like
three
stages uh so the first stage was problem
definition this started several months
ago um and I guess this this journey why
I'm building my software setup was
because it all started with like an
initial Insight right um really
a reason why I thought uh this business
should exist related to um problems like
industry Trends um and also
just um a journey that I want to go on
right I think as a Founder you should
accept that 5 to 10 years of your life
are going to be spent on your business
and so you want to you want to play the
right game right you want something that
you can feel passionate about something
that you you won't have to rely solely
on motivation because that runs dry very
quickly um and so I think this
combination of of variables um sort of
led me to go down this path and in this
first stage problem definition I was I
was really just hunting for problems um
so I didn't have a pitch I didn't you
know maybe I had some loose idea of what
a product could look like but I
certainly wasn't talking about a product
I wasn't talking about Solutions I was
really just asking open-ended questions
um and just uncovering problems um how
that like the day-to-day activities of
these people where they where they focus
their efforts what problems are you know
super urgent and burning you know what
problems are they responsible for what
happens when when those things go wrong
how are they currently solving those
problems just really trying to get
insights into
those um into those bits um and trying
to order
the because everyone has problems right
but trying to order those problems in um
in order of importance and priority and
and this just gives you somewhere to aim
right like fundamentally businesses
exist to solve problems and I think this
is why a lot of businesses fail is
because the problem they went after
wasn't maybe urgent enough or big
enough um and so then you're just you
know fighting an uphill battle um so I
just came to these conversations uh
really open-minded just speaking with
people uncovering their
day-to-day um the the type of people I I
spoke with I I did start with I guess
what you could call like a customer
hypothesis um you know over the last few
years I've I've sort of built this list
of criteria from working in the Sass
industry
of in simple terms the game I want to
play you know who what Market I want to
be in the type of customers I want which
then you know determines all these other
variables like average revenue per user
and and stuff like that um basically
just trying to go on a journey where I'm
leaning into my strengths and advantages
um rather than I guess the opposite of
that so very open open-minded um in this
stage and I did personally offer
incentives to people to to speak with me
I'm not timing this so hopefully I can
see um I
wasn't okay no I'm going to have to
guess um yeah I incentivized people
people to to jump on these calls with me
like $25 Amazon gift card it just makes
it a lot easier um you know people are
just more willing to jump on a call when
they're incentivized so like if if
you're struggling to to get people on on
calls just try to do that um you know it
can get quite expensive so just I guess
make sure you're you're reaching out to
the right people um after that then we
then progress to um solution definition
I'm just going to put the timer on so I
don't run over
here um
so by the time we got to stage two the
the solution definition I had a better
picture right and that that's that
that's the whole function of this market
research is you start the journey with
just theories basically I think this
group of people have these problems and
I think this is how those problems are
solved and through each ideally each uh
market research call you have each
conversation you have you should
adjust those theories um and in the
right way you know through data rather
than assumptions and if if you feel like
after these conversations you're having
that that isn't happening you know you
haven't gained an Insight then it
probably means you need to tighten your
your targeting um because I I will admit
some conversations I've had I'm probably
like um that you know probably wasn't
the best use of of 30 minutes um
actually I had a call with someone
and um they basically just pitched me
their product um so yeah if you feel
like you're not getting something out of
these conversations then um certainly
tighten your your targeting a bit so by
the time we got to Stage to the solution
definition I I did have a refined idea
of um my ideal customers and the
problems that they had and so what I did
in in this stage is
stage one was very much like me asking
open-ended questions letting these um
these people like just
basically uh tell a story whereas in the
solution definition I sort of present it
to them I was like okay you know I've
done my research these are the problems
I think exist in the
market um and here are some solutions
that I think could solve those problems
um and so I just gave my my like
interpretation my version of a
um and then I just learned
how people reacted to that um you know
my version of events was I was I on the
right tracks was I not did I think a big
problem well a problem was big and
actually it was a small problem um and
then just uncovering how they're
currently solving those problems so it
was a bit more of a a targeted
conversation um and in this stage I
spoke with two groups of people I spoke
with um
Founders and why that was really useful
is because I just wanted to get a Vibe
check um from like a business point of
perspective you know am I marching in
the right
direction um ideally they were Founders
who were a couple of steps ahead and you
know they had some wisdom to share with
me and I found that really really
valuable and then the next group of
people were you know the Target perers
that fitted that refined um hypothesis
and that's where the real insights are
gained right this the real stress test
because you can there there is the issue
with speaking of like other Founders is
that that the worst calls you can have
during this phase are are calls where
people are like yeah that sounds
good um and there's no like constructive
feedback or they don't challenge your
thoughts or um or you don't come away
from the cool feeling like you've
learned something those are the worst
type of calls you don't want those calls
they're not very useful you want people
to um challenge you you want it feels
really uncomfortable in the moment but
you want people to like tear you apart
because that's how you learn that's how
you you get out of your own head and
into reality um and that's what I mean
by stress testing um and so that there
does come a point where I think you
should stop speaking to other Founders
if if they're not your ideal customers
if they are then of course keep speaking
to them um because it just become it's
it just gets to a point where it's not a
good use of time you just need to be
speaking to your ideal customers now of
that picture of who your ideal customer
is changes then of course you need to
speak with other groups of people but
that there does get to a point where it
just becomes like a a 30- minute coffee
chat rather than you actually learning
something new and advancing your
business um and you do I think you just
do need to get to the point where
it's just a matter of priorities because
obviously it doesn't feel comfortable in
the moment but um you know do a bit of
Discovery at the beginning of these
calls and if if it turns out that
they're not the type of persona you're
going after then you know just politely
de decline the call and um save everyone
time and that yeah that's just something
I noticed
is it it got to the point where I I had
so much data that I then just needed to
think about it and act on it and part of
that was refining the people I spoke
with um so that's what I did in the
solution definition phase is just
really consolidating my thoughts from
the first phase and like presenting my
uh version of
events and just receiving feedback from
people like am I on the right track am I
not um what should I what should I be
thinking about what am my risks and
people are really forthcoming with ideas
um like super super valuable this is
probably where I had the most most
valuable uh conversations um and I feel
like you know you could speak with 50
people you could have 50 calls and
honestly I feel like maybe just three of
those calls out of 50 will make the
entire 50 worth it like that that's just
something I experienced where somebody
will ask one question or they'll say one
thing and it could just be a few words
and it will really just force you to
rethink everything um and that can be
dangerous like this is you know somebody
said to me is like I can give you my
opinion you know I can give you my views
but really it's up to you to determine
if if they're valuable or not and that's
super important right you don't want
knee-jerk reactions to to people's
feedback ultimately at the end of the
day people care more about their
problems and their business then what
you're working
on but I did find that yeah just a few
of those conversations just because they
had an Insight that I didn't or they had
a a point of view that I had thought of
super super valuable um and just kind of
made it all worth it um which I think is
just how the world uh Works um and then
we moved on to the next phase which is
what I'm kind of on now which is the
product definition so we've gone from
problems uncovering problems you know
what the what do people struggle with um
what those burn in urg problems that I
should go
after hypothesizing solutions to those
problems um and then a product that
delivers that solution I think an
important Point here is there is um a
separation between solution and product
like a problem could be you know we just
can't get demos on our calendar now
there are many ways you can solve that
you could hire a fractional consultant
to improve your your marketing strategy
you could hire an agency to do paid
marketing or outbound for you you could
buy a course which teaches you you know
bits and Bobs about go to market
strategy you know many solutions there
and so I think it's important not to be
tunnel visioned on product um and so in
this stage where I did sort of talk more
about the product and like I said I'm in
this stage right now this is
where I I start to present the specific
product features and capabilities that
provide that solution so what is the
best way the most efficient streamlined
way to provide that solution to to users
of the product and I will admit this is
the hardest part this is super super
hard um because you're the new kid on
the Block if you're going into a
competitive market which I am you know
the question is always well what makes
you different um and from a product
perspective that's quite hard to solve
because um you know to to build a
worldclass product takes years in my
opinion um and and so when your
competitors have been around for years
they've raised millions of dollars they
have large teams of Engineers of course
their product is going to be more
evolved and so this is where you have to
get like really creative you have to
either find that kink in their armor um
because you know that there will be that
group of customers that are under served
or there will be that product capability
that just isn't doing its job well
enough and so you either need to focus
there from a product perspective and
just put all of your all of your might
into that one area and that becomes your
your wedge or you need to think
creatively on the marketing side so how
do you stand out on the marketing side
and again that there's no like uh
shortcut here you know the common
answers to this is like brand and
Community these aren't things you can
just click your finger again these take
like several months years to build up um
and you never really want to be you know
be the cheaper option this this is a
strategy and I'm not knocking it but
it's not something I you know it's not
the path I want to take so this is where
I'm spending a lot of my time at the
moment um you know I'm Consulting with
people paying you know subject matter
experts who can help in this area um and
this is where I'm focusing a lot of my
energy and time is uh answering that one
question
um how are you different um and so
that's where I am at the moment you know
I haven't I haven't solved this stage I
have lots of ideas uh which has sort of
transformed into a product strategy into
a rough product road map uh and vision
um but yeah that's where I am at the
moment version one of the products going
to be done in like uh four weeks which
I'm super excited
for um to to get people into the product
and using it uh but yeah that's where
I'm at with with research uh not sure if
if that valuable um but yeah I'll keep
you guys updated any questions about
that or feedback you know if if you're
Keen to hear about what I'm working on
then you know would' love to speak and
and hear your feedback and as I said in
in return you know happy to provide my
perspective on anything you're doing um
love geeking out about the the SAS
industry yeah that's it for this startup
chat uh one thing I will say is um
particularly on YouTube if you're
watching these videos and you're finding
them valuable or or not finding them
valuable like please just shoot me a
message obviously I'm I'm speaking to
you on the camera right now but all I
see on YouTube and Linkedin are uh
numbers right and so yeah really Keen to
connect with some of you on on more of a
personal level but if not I'll see you
next week
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