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Before we look intensively at the next boxes in the Extended Canvas, we should check and validate the assumptions made so far. After all, what we think about are just assumptions about the outside world. They can be right or wrong or partially correct. Your task now is to discover this as quickly, safely, and with as little effort as possible. If the customer segment doesn’t have the problem we have assumed, or our solution idea doesn’t effectively solve the problem, it’s a waste to think about implementing the idea further.

For this, you need courage, creativity, and chutzpah, as you’ll see in a moment.

This week it’s time to leave your quiet chamber, venture out into the outside world, and talk to your potential future customers! Nervous? You’re right! It’s challenging and nerve-racking, but it’s also a lot of fun once you overcome your initial fear. And you’ll be surprised how much you learn after just a few conversations.

Be prepared because many of your expectations will not be met, but keep in mind that new ideas will emerge. This is normal, and this is precisely why we’re venturing forth now: To not waste another day or dollar for an idea that can’t work at all!

Using the example of the yoga studio: Is a visit to a yoga studio close to the workplace an adequate solution for the relaxation, sports, and health needs of enough employees?

Since experience shows a high probability that first-round solutions won’t hit the mark, we have to repeat this step several times. We must get the answer here very quickly and with little effort.

How do we check the problem-solution assumption?

That’s where our 90-Day Program’s segment, “Get out of the Building,” comes in. It’s all about getting out of the quiet little room and into the real world outside!

We refer to the risk of not having enough customers for a viable business model as customer risk. Four steps are necessary to eliminate this risk as much as possible.

Schritte, um das Kunden-
Risiko zu eliminieren
Beispiel Yoga-Studio
1.       Ermittle, welches Kundensegment bzw. welche Kunden das Problem haben. Dies sind deine Zielkunden im Extended Canvas.Welche Menschen haben einen besonders hohen Bedarf an Entspannung und Erholung im Arbeitsalltag? Zum Beispiel die Angestellten in einem dichten Gewerbegebiet ohne Natur.
2.       Dann überlege: Wer wären die ersten Kunden, die dein Angebot dringend brauchen? Das sind die Early Adopters.Wir könnten zum Beispiel Menschen ansprechen, die sowieso sportinteressiert oder gesundheitsbewusst sind. Wo kannst du diese Menschen treffen und ansprechen (z. B. eher in der Kantine an der Salatbar als in der Raucherecke)?
3.       Versuche zunächst diese Kunden durch direkte Ansprache für dein Angebot zu gewinnen, zum Beispiel indem du sie persönlich auf der Straße ansprichst, auch wenn das arbeits- und zeitintensiv ist.Du könntest dich zum Beispiel an eine Salatbar der Kantine mit einem kleinen Yoga-Flyer in der Hand stellen und Menschen ansprechen, ob sie an einem Erholungs- und Gesundheitskurs interessiert sind. Hatte ich schon gesagt, dass man Mut und eine gewisse Dreistigkeit braucht, um neue Ideen anzugehen?
4.       Da du zukünftig nicht alle Kunden handverlesen ansprechen kannst und willst, musst du nun prüfen, ob die Kunden auch durch eine indirekte Ansprache (z. B. über Flyer, Aushänge, Anzeigen oder Google-Werbung) von deinem Angebot überzeugt werden können.Im nächsten Schritt könntest du in Abstimmung mit ein bis drei Pilot-Firmen einen Aushang für den Yoga-Kurs machen und schauen, wie viele Menschen sich darauf melden.

Today is the first step, and here is your task:

Think about the customers who are most affected by the problem you’ve formulated and where and how you can find them. Be creative and think outside the box! Where can you find them? How can you reach them? For a start, it’s sufficient to be able to talk to five to eight potential customers.

Second part of the task:

Create a questionnaire on your computer that asks you the following questions:

  • Description of the persons: Do the people you’ve addressed really fit into the customer segment you’ve established? Ask about the demographic characteristics required for this (e.g., age group, profession, etc. …). Also, prepare fields for characteristics that you don’t need to query (e.g., gender).
  • Resilience of the problem you assume: Do people actually have this problem? How stressful is it? How do they solve the problem today? What alternative solutions are they familiar with? How much money do they spend on it? etc.
  • Meaning of your value proposition: What things come to mind when customers hear your value proposition? What about it do they find attractive? What do they miss? What do they dislike? Do they consider it credible? etc.
  • Assessment of your solution: What does this solution sound like to the respondent? To what extent does it fulfill the value proposition? What distinguishes this solution, and what is missing? Does the solution sound better than previous alternatives? Would the solution be accepted? What price should and could such a solution be worth? How would the solution be best bought and used? etc.

Third part of your task today:

Do something different first before looking at your questionnaire again with fresh eyes a few hours later: Have you asked for all the important points? Are the questions formulated clearly and comprehensibly? Is the questionnaire short enough so that the respondents are not frustrated or overwhelmed?

Last part of your task:

Make an appointment for tomorrow or the next coaching day with two or three people you trust to test your questionnaire, ideally in person or, if necessary, by telephone or video conference.