1. 2 GOALS FOR DISCOVERY INTERVIEWS
1.1. NOW
1.1.1. DISCOVERING CUSTOMER / PROBLEM FIT
1.1.1.1. PROBLEM(S)
1.1.1.2. EARLY ADOPTERs
1.1.1.2.1. Triggering events
1.1.1.3. EXISTING ALTERNATIVES
1.1.1.3.1. INERTIA
1.1.1.3.2. FRICTION
1.1.1.3.3. was the Jobs-to-be done... done?
1.1.2. STAY MOTIVATED
1.1.2.1. by interacting with real people who need you to help them
1.2. LONG TERM
1.2.1. DISCOVERING A PROBLEM WORTH SOLVING
1.2.1.1. Meet Minimum Success Criteria
2. HOW TO ANALYSE INTERVIEWS (LOOKING FOR PATTERNS)
2.1. EMPATHY MAP
2.1.1. EEX module
2.2. UNIQUE VALUE PROPOSITION CANVAS
2.2.1. Strategyzer
2.2.2. Startup Bootcamp
2.2.3. Customer Profile in priority
2.3. CUSTOMER FORCES CANVAS
2.3.1. Ash Maurya's Leanstack
3. HOW TO CONDUCT INTERVIEWS
3.1. 5 whys technique for startup
3.1.1. Eric Ries
3.2. Scripts
3.2.1. Ash Maurya's Problem Interview Script v2
3.2.1.1. Link
3.2.1.2. Example of questions here
3.2.1.2.1. Welcome (Set the Stage) (2 minutes)
3.2.1.2.2. Look for Triggering Events (First Thought) - 5 MIN
3.2.1.2.3. Anchor Around the Existing Alternative (Set the Anchor) - 5 MIN
3.2.1.2.4. Inertia-Explore early use (Activation) (5 minutes)
3.2.1.2.5. Friction-explore recurring usage (Retention) (5 minutes)
3.2.1.2.6. What's Next? (Next Summit) (5 minutes)
3.2.2. Have a conversation
3.2.3. Strategyzers' UVP Canvas
3.2.3.1. Link
4. HOW TO PROSPECT / FIND INTERVIEWEES
4.1. Existing Customers Prospecting
4.2. Online Ads testing your UVP headline
4.3. Friends & family prospecting
4.3.1. find early adopters they know
4.4. Snowball Technique
4.5. Pose as a blogger / podcaster
4.6. Pose as a Marketing Agency
4.6.1. Pay your prospects for interviews
4.7. Pose as Researcher / Student
4.7.1. Interview prospects as part of a study
4.8. Warm referral prospecting
4.8.1. Use your 1 degree network to find prospects
4.8.1.1. Network
4.8.1.1.1. FB
4.8.1.1.2. LI
4.8.1.1.3. IG
4.8.1.2. Inbound = Post
4.8.1.3. Outbound = DM outreach
4.9. Street Interviews
4.10. Existing Mailing Address
5. HOW TO STAY MOTIVATED
5.1. Set a reward
5.2. set and share a goal of # interviews to be done in a 2-week print
5.3. Make it fun
5.3.1. Do it in pairs
6. Acquisition channels
6.1. https://zerotousers.com/assets/pdfs/acq-channels.pdf
7. Tips for finding prospects
7.1. Target your top existing alternatives (OPEN TO IT OR NOT THINKING ABOUT IT)
7.1.1. If you have a known list of existing alternatives your customers turn to when they have the job to be done, start with your top 3 existing alternatives.
7.1.2. If you are unsure what existing alternatives your customers use, turn your focus to triggering events and ask:
7.1.2.1. When customer encounters a triggering event, they use possible existing alternative.
7.1.2.2. Example: When entrepreneurs get hit with an idea, they go to startup-specific meetups.
7.2. Focus on people who recently switched (ACTIVE BUYERS)
7.2.1. Because memory has a short half-life, you need to target people who have recently purchased the existing alternative within the last 90 days.
7.2.2. This timeframe still allows people to recall important details while also giving them time to have tried the solution enough times to be able to evaluate whether it gets the job done.
7.3. It's okay to compensate prospects for these interviews
7.3.1. A $25-50 gift card is reasonable compensation for a 30-45 min interview.