Démarrer avec le Customer Development (Cust Dev)

Customer-Development

C’est l’un des grands trends (buzzword ?) en ce moment, aux côtés de l’échec, de la , et de quelques autres courants de pensée en entrepreneuriat : le Customer Development.

Mis en lumière par  dans The 4 steps to the epiphany, le Customer Development c’est un ensemble d’étapes très concrètes pour vous permettre, au moment où vous allez lancer une startup, de ne pas passer 12 mois dans votre garage à développer un produit génial… mais que personne ne voudra au final. Il s’agit donc bien de se mettre dans la peau des clients potentiels, de très vite développer un premier produit, de le tester, de mesurer ce qui marche ou pas, d’en tirer des conséquences, et d’avancer ainsi par très petites boucles de validation. Avec l’avantage de ne pas se prendre un gros mur sans l’avoir vu venir…

En gros, il y a 4 très grosses étapes dans le Customer Development :

  • la découverte des clients, ou Customer Discovery. On souhaite ici découvrir qui sont les clients, quels sont leurs besoins, et quel produit pourrait apporter une solution. Le but est de parvenir, très rapidement, à une première version du produit (site web, service… peu importe d’ailleurs), que l’on pourra montrer et qui servira à cristalliser les retours de ceux à qui on souhaite vendre quelque chose ! Il est super important d’être bien dans l’état d’esprit suivant : on est là pour tester des hypothèses, on va se prendre des vents, mais on va progresser jusqu’à toucher du doigt un début de frémissement de marché…

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