Customer Canvas

You have a strong product vision, but how well do you really understand your customer?

The Lean Canvas is an excellent summary of your business plan, now let Evidology's Customer Canvas take your strategy one layer deeper. It flips the perspective upside down from what you're trying to sell to what the customer wants to buy. Here's a snapshot of the Customer Canvas and the evidence-based methodology to build your customer engagement strategy.

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Download the Customer Canvas:  PPTX    |    PDF    |    JPG

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An evidence-based methodology ensures that Customer Canvas entries are supported by independent or primary research, rather than high-level statements, personal opinions or untested assumptions.

Concept Description

The objective of the Concept Description phase is to clearly articulate the offering value and positioning, then document all customer knowledge making it easier to identify what is missing or needs investigation. Founders are too close to the business to effectively do this by themselves, so we recommend engaging an independent person such as an advisor/mentor who can play the role of Challenger/Coach.

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Conversation Planning

 

The objective of the Conversation Planning stage is to create a detailed plan to contact and interview customers based on the prior stage. This involves identifying key questions to answer, selecting personas to target for those answers, and developing call scripts before beginning to engage. It is important to take a systematic but flexible approach to ensure customer interview data can be mined for collective perspectives and valuable insights.

 

More importantly, it must be understood by all participants that these are not sales conversations. The overarching goal is to gain an understanding from a customer's perspective and initiate a relationship, not to sell them something (yet). When developing these plans, expect to go through several iterative loops as your thinking evolves. Note that many of the activities in Conversation Planning build on Ash Maurya's Running Lean.

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Conversation Execution

 

The objective of the Conversation Execution phase is to secure meetings, have well-planned conversations with extensive note-taking, followed by thoughtful interpretation of the feedback. This phase is highly iterative where responses and feedback may result in immediate changes to meeting request content, the call plan/conversation script and/or supporting materials.

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Update & Action

 

The objective of the Update and Action phase is to use all new information, evidence, and insights to update the Customer Canvas, then drive evidence-based decisions for product, sales, and other business plans.

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