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Review Lean Startup 3 con Néstor Guerra

[Quinta sesión de Lazarus 4]

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Comparte esta entrada 😉

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Comenzamos el quinto día con ánimos. Néstor se dirige a la clase con la frase.

La vida es demasiado corta para montar solo una Startup.

Pensaremos de forma diferente en función del estado en el que nos encontremos, si somos un ratontillo, una gacela y estamos creciendo rápidamente, o un elefante y tenemos que optimizar procesos aplicando la mejora continua. Puedes recordar la gráfica en el anterior post Review Lean Startup 2 con Néstor Guerra.

Review Lean Startup 3 con Néstor Guerra [Quinta sesión de Lazarus 4]

Seguimos con Customer Discovery, resumiendo el proceso con la siguiente gráfica. Estamos en el inicio y aprenderemos a ser verdaderos sabuesos para formular y validar buenas hipótesis que nos lleven a entender los comportamientos de nuestros clientes.

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Hablamos del Diseño de Investigación, si, tenemos que convertirnos en detectives en poco tiempo, para descubrir lo que le duele, y hace feliz al cliente.

Básicamente, y a modo de resumen, el diseño de investigación se puede realizar mediante métodos experimentales y métodos Observacionales (no experimentales). Los primeros a su vez se dividen en puros, cuasi y pre. Los segundos se dividen en transversales y longitudinales.

Se usarán distintos métodos en función del alcance que determina la muestra.

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¿Qué contempla un experimento?

  1. Es necesaria una hipótesis o grupo de hipótesis.
  2. Es igualmente necesaria una muestra experimental.
  3. Período experimental.
  4. Material para hacer la prueba, como artefactos, prototipos, etc..
  5. Métrica que tengo que recoger en función de lo que estoy buscando.
  6. Criterio de aceptación

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Tips

Es mejor una buena hipótesis que una buena idea.

En contextos de alta incertidumbre, suele ocurrir que la función es logarítmica.

Podemos fijar como número de experimento validado realizando entre 20 y 30 entrevistas.

Es posible que en la primera entrevista hagamos grandes descubrimientos y cuantas más entrevistas o experimentos hagamos, el input de información valiosa, irá disminuyendo.

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Métodos de investigación para validar hipótesis

1.Entrevistas y encuestas.

Las encuestas nos ayudan a descubrir las cosas que sabes que no sabes.

La entrevistas nos ayudan a descubrir las cosas que no sabes que no sabes.

Tips sobre entrevistas

En entrevistas de problema no se debe hablar de la solución, porque obtendremos resultados sesgados.

No es recomendable hablar en futuro ni en condicional. Hablar solo en pasado y presente

No hay que satisfacer necesidades, solo hay que entender el problema y tomar nuestras propias decisiones.

Preparar las entrevistas, realizar entrevistas concertadas tomando un café o en una oficina.

Realizar las entrevistas uno a uno. No realizar técnicas de focus group.

Ojo al lenguaje corporal, mantener una actitud lo más proactiva posible a la vez que neutral en sesgo.

Distinguir los comportamientos del entrevistado y sus opiniones. Cuando dice lo que creo…está opinando. Si al contrario comenta, lo que me ocurrío fue….es un hecho. Tenemos que centrarnos en los hechos y someter y tener en cuenta las opiniones de forma justa.

Prepárate a escuchar cosas que no quieres oír sobre tu idea.

Aplica la regla de Pareto, deja que hable un 80 % del tiempo el cliente y tu solo un 20 %.

Parafrasear al final, recordar la entrevista y repasar lo entendido o lo comentado.

El feedback no se negocia, se anota. No olvides anotar las lecciones aprendidas.

No se recomienda gravar, anota todo delante del entrevistado durante la entrevista.

Da las gracias, las entrevistas no se pagan, se invita a un café.

Utilizar al comienzo de las preguntas la frase NCQ Nosotros Creemos Que…

es recomendable mantener una idea fuerza durante la entrevista para no dispersar ni desviarte del objetivo.

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2. Experimentos con clientes y MPV

Landing page. Buenas herramientas WordPress y Unbounce

Mago de Oz. Similación manual con un grupo reducido de clientes.

Test de humo. Por ejemplo un vedeo Fake, que habla de un producto que no está producido aún. Dropbox comenzó a validar de esta forma.

Crowdfunding. Precompra o recompensa, existen múltiples portales.

Elon Musk ha levantado el mayor crowdfunding de la historia con la venta de vehículos de conducción autónoma.

El gran obstáculo. Consiste en poner muchos mpedimentos hasta que el cliente llegue a la solución.

Dry wallet test. Consiste en simular todo el proceso de venta sin vender realmente. es una buena técnica para validar precios.

Imposter Judo. Consiste en hacer un prototipo con productos existentes, descubriendo comportamientos y hechos con el producto de otro.

Test A/B. Existen vairos plugins para WordPress y la funcionalidad operativa en Unbounce. También buenas herramientas son ABTasty y Mixpanel. Una buena web para saber el tiempo de duración de un test A/B es esta A/B Significance.

Mi producto no es mi producto, es todo un modelo de negocio.

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¿Y a tí? Si has tenido la suerte de estar dentro de Lazarus 4 ¿Qué te pareció la quinta sesión?

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Valora esta entrada, te lo agradezco de antemano! Sobre todo hazlo por las personas que busquen contenidos similares a lo que has buscado tu, tendrán tu referencia y seguro que les es útil. [kkratings]
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Ángel García Infantes
Vocational Change Maker

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Podrás aumentar tus ventas de forma rápida aplicando fácilmente el contenido de la guía a tu plan de marketing si ya lo tienes. También podrás diseñar tu plan de marketing de manera eficaz gracias la guía «Lean Marketing Vitaminado».

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