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Customer Development for Entrepreneurs: A Tactical Guide
Applied Lean Startup
 Enroll in Course for $49

Customer development is the practice of gaining customer insights through interviews and structured experiments to generate, test, and optimize ideas for products and services. Customer development is used to help build products that customers want and avoid spending time and money on products customers don’t want. It can be used to identify problems and new startup ideas, to test ideas, and to optimize ideas and existing products. Customer development helps us learn about our potential customers so we can build products they will actually use.

Customer development and Lean Startup methodology have become quite popular with entrepreneurs. I wrote this book to be a supplement to books like The Lean Startup and The Startup Owner’s Manual. Without rehashing too much of what they’ve taught, this is a tactical guide to practicing customer development. Many entrepreneurs and corporate innovators know they need to be practicing customer development, but don’t know how to do it in a way that will help them build awesome products.


How to Get Startup Ideas Through Customer Development
How to Test a Startup Idea’s Viability Before Building a Product
How to Find Customers to Interview
How to Ask for and Get Customer Interviews
First Steps After Coming Up With an Idea
The Best and Worst Customer Development Questions to Ask
How to Optimize Ideas and Existing Products

When I first learned about Lean methodology and customer development it was mind-blowing. I’ve been thinking of and evaluating startup ideas for as long as remember. It helped me to focus my ideas, and helped me avoid wasting a lot of time and money and products that no one actually wants. This book is a compilation of everything I’ve learned through study and practice.

 Enroll in Course for $49
Your Instructor

Mike Fishbein is an entrepreneur in New York City, author of multiple books on entrepreneurship, and has advised both startups and fortune 500 companies on customer development and new product innovation.

Mike is the Founder of Startup College, an education technology company in New York City. With over 2,000 enrolled students,'s online courses help entrepreneurs start and grow their companies.

Prior to Startup College, Mike was a founding team member of Casual Corp, a venture studio and corporate innovation firm founded by an accomplished serial entrepreneur. While at Casual Corp, Mike served as a lead product manager in incubating and launching three new technology businesses. In addition, Mike advised some of the world's largest companies on new product innovation.

Mike's expertise lies in customer development, Lean product strategy, and customer acquisition. His writings on startup marketing and product development have been published in Huffington Post, Entrepreneur, and more.

Mike has been starting companies since he was a teenager and serves as a resource and advisor to startups in New York City and abroad.

Course Curriculum
Section 1 - Customer Development 101
  Definitions, Goals, and Outcomes (07:54)
  Principles of Customer Development (10:53)
Section 2 - The 4 Phases of Customer Development
  Problem Discovery (09:32)
  Product Discovery (04:48)
  Product Validation (05:54)
  Scale (01:26)
Section 3 - How to Get Startup Ideas
  How to Discover Startup Ideas (05:37)
  Outline of Process for Generating Startup Ideas (03:58)
  How to Pick a Customer Segment (06:35)
Section 4 - How to Test and Validate Startup Ideas
  How to Test and Validate Startup Ideas (08:00)
Section 5 - How to Find Customers to Interview
  Intro to Finding Customers (04:43)
  14 Ways to Find Customers, part 1 (07:15)
  14 Ways to Find Customers to Interview, part 2 (08:29)
Section 6 - Logistics of Customer Development
  How to Ask for Interviews and Frame the Conversation (05:30)
  What to Do Before During and After Interviews (06:04)
Section 7 - Case Studies
  AirBnb, SinglePlatform, Yipit (07:10)
Section 8 - Key Takeaways
  Key Takeaways and Conclusion (02:47)
When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound?
After purchase, you have unlimited access to this course for as long as you like - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy!
If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.