The Startup Tribe – Learn By Doing

Theme #5 – Customer Development

Who are my customers and what do they want?

Theme Objectives

In this phase of your Startup Journey you will:


  • Map out the key assumptions and hypotheses behind your idea.

  • Identify the customer segments you would like to serve.

  • Figure out how to communicate with your target customers.

  • Understand their key challenges by genuinely listening to them.

The main trap early-stage entrepreneurs fall into is obsessing about the product at the expense of focusing on the customer. They build their business in a basement – spending lots and lots of time and money making it perfect – only to launch it and find no one wants it. Stop polishing your product, develop your customers first.


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Key Principles

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