Once you have some problems and customers segments defined (after something between 5 and 10 interviews, for example), it is time to start thinking about the product you'd like to build.
As a entrepreneur, at this point, you probably already have zillions of great ideas in your mind on how to solve customer's problems.
Pick one problem you'd like to solve and interview more customers about this specific problem. It is extremely recommended that you start building a product for a problem that customers MUST HAVE a solution for it, in order to easily scale your business later on.
Unique Value Proposition
After you find a strong problem that is worth solving AND that you have passion on solving it, define in one line your unique value proposition.
Steve Blank's Udacity class
"A value proposition is designed to convince a potential customer that your particular product or service will add more value or better solve a problem than your competition. It should answer the fundamental question of “Why should I buy your product instead of your competitor's product?”
A value proposition doesn’t have to be drawn out or complex, but it does need to be concise, specific and straight to the point. It needs to describe why your product is different and the tangible reasons why it will benefit your consumer." - Chic-CEO
"A single, clear compelling message that states why you are different and worth buying." - Steve Blank
"Your product needs to be different and that difference needs to matter."
Vision
"An idea is based on a perceived problem/solution possibility
while a vision is the change you want to bring into the world by realizing the idea to it's fullest potential." - There is an "I" in Vision - Ash Maurya
Vision: outlines what the organization wants to be, or how it wants the world in which it operates to be (an "idealised" view of the world). It is a long-term view and concentrates on the future. It can be emotive and is a source of inspiration. For example, a charity working with the poor might have a vision statement which reads "A World without Poverty." (From Wikipedia)
How to write a Mission and Vision Statement - By Chic CEO
Before and After Exercise
Vision Sketching Example
PIVOT
Don't hesitate to rethink about your ideas or even trash them out. Be flexible and open mind to listen what your customers are telling you.If you are really passionate about an idea that has no traction, try at least to adapt it to fit into the problems your customers have.
"A pivot is a special kind of change designed to test a new fundamental hypothesis about the product, business model and engine of growth." Eric Ries - The Lean Startup
"The First Time, is the Worst Time."
"Celebrate victorious failure. Invalidated an assumption? Group cheer. Killed the whole business idea? Bust out the champagne." - Tristan Kromer
Solution Interviews
Start talking about your value proposition with your customers and ask them if they would like to try your solution. Use the questions below as a guide. You can interview even people that are not interested in your solution, it is very important to understand why people don't want to use your product.
You can collect your solution interviews online and share the information with your team and mentors. When interviewing your customers, ask them to answer the questions that appear on the page bellow:
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