Flowchart
Is this segment your first customer?
Three yes or no questions to run on each segment you interviewed
A decision flowchart for founders who have interviewed a handful of people in each candidate segment. It asks whether people described a recent episode, whether they already spend time or money on a workaround, and whether you can reach more of them soon. A segment that fails the second or third question is parked. The survivor with the strongest answers gets a longer round of interviews.
Where this appears
What's in this flowchart
Start: You interviewed 5 people in one segment
- Did most describe a recent, specific episode?
- Yes: go to 2.
- No: Re-ask about the last time. Drop opinions and ask what happened, step by step. Then go to 2.
- Do they already spend time or money on a workaround?
- Yes: go to 3.
- No: Park this segment. Pain with no workaround rarely turns into a purchase.
- Can you reach ten more of them this month?
- Yes: go to 4.
- No: Park it, or find a connector. A group you cannot reach cannot be your first customer.
- Compare it with the other segments. Pick the one with the strongest signals on all three questions.
- Finish: Run 15 to 20 more interviews there.
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<a href="https://www.koji.so/visuals/is-this-segment-your-first-customer-flowchart"><img src="https://www.koji.so/visuals/is-this-segment-your-first-customer-flowchart/is-this-segment-your-first-customer-flowchart.png" alt="Flowchart for deciding whether a customer segment is your first customer: three questions on recent episodes, paid workarounds and reach, one side step." width="1200" height="1325" /></a>
<p>Source: <a href="https://www.koji.so/visuals/is-this-segment-your-first-customer-flowchart">Is this segment your first customer?</a>, Koji</p>
