A recent Mines graduate shared with me that she was conducting interviews to test her startup hypotheses. Because the McNeil Center for Entrepreneurship & Innovation (E&I) emphasizes the importance of following the scientific method in launching startups, I wanted to be sure she was going about it correctly to ensure she is getting the most out of her investment of time and effort.
“How are you testing these hypotheses in conversations?” I asked.
“We’re just talking as that’s the advice I received,” she replied.
Knowing she was Mines-trained and an accomplished researcher, I continued, “Would this be acceptable in your field; chitchatting with folks and calling that hypotheses testing?”
“Definitely not,” she said.
First-time founders who are not yet sure footed almost always follow advice blindly – we all do in similar situations since we have no reference markers. We must give advice in a way that allows founders to apply it and get on the track quickly. Interviewing potential users and customers is crucial to startups in any stage, but it’s a first step in an ongoing process.
To get the full benefit of the process, founders must complement interview conversations with nano-experiments. This involves asking the interviewee to take action. This is a small ask initially. The interviewee’s behavior then provides the validation the founder needs.
For example, an interview conversation is going so well the founder is ecstatic. At this point, feeling good is about the only thing the founder is getting out of the conversation. Talk is cheap. We all remember all too well people telling us how great our product or service is but never following through with a trial or purchase. Now, if the founder asks: “Sounds like my product (or service) can help your team do _____. Would you be open to a hands-on demo with your team?”
If the interviewee is genuinely interested, the founder will confirm a demo date and time. If the interviewee is not interested, they will avoid setting a demo meeting. They may want the founder to jump through a few hoops first. It’s all part of the process of relationship building between founder and future customer.
What’s your experience?
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