Learning Hub

Discover & Validate the Right Market for your Products & Ideas on May 1st

Customer Development Workshop with Brant Cooper

Brant Cooper, author of ‘The Entrepreneur’s Guide to Customer Development’, will lead a half day workshop on Customer Development on May 1st, at the IMI.

Customer Development is a four step framework for discovering and validating the right market for your ideas, building the right product features that solve customers’ needs, testing the tactics for acquiring and converting customers, and deploying the right organsiation and resources to scale the product / business. It is a systematic approach to developing the right products to meet market demand.

This workshop will also look at how Lean principles can inform the change and (disruptive) innovation process where uncertainty is a key component.

Date: Tuesday, 1st May

Time: 2 – 5:30pm

Venue: IMI Conference Centre, Sandyford

Fees & Booking IMI Members / Alumni – €125 or  Non-members – €195

(Includes an electronic copy of Brant’s book, The Entrepreneurs’ Guide To Customer Development in PDF Format)

To Book: Phone: Conor Nolan on (01) 207 8428 or Email: conor.nolan@imi.ie

Places are limited and prior booking is essential.

Who is this workshop for:

Designed as an interactive workshop this will appeal to marketers, product developers, product managers, those involved in R&D, in sales and getting products to market, intraprenuers and owner-managers. Suitable for anyone in your organisation who interacts with customers or who wants to improve the way ideas gain traction through their organisations.

Workshop Content:

After reviewing Customer Development and Lean principles, participants will apply them to their own business models, documenting underlying assumptions, identifying and prioritising risks, and finally learning how they might go about testing.
The workshop will also cover:
• The difference between listening to customers and doing what they say
• How Customer Development fits into the Build -> Measure -> Learn framework
• The Stages of Customer Development
• When NOT to do Customer Development

About Brant Cooper:

Brant Cooper has over 20 years’ experience in IT and a long track record of bringing innovative products to market. As a leader in Professional Services, Product Management and Marketing, he has directed strategy, design, marketing and implementation of numerous products for a variety of start-ups including Tumbleweed, Timestamp, WildPackets, Incode and InfoBright.

Brant’s book ‘The Entrepreneur’s Guide to Customer Development,’ published in 2010 has become required reading on the University of Chicago’s MBA program as well as at Stanford University, De Paul, Boston University, UC Santa Barbara and University of Oslo. Brant has also published articles in Venture Beat and Business Insider .

He has spoken at many conferences around the world including at Qualcomm, the Kuala Lumpur Venture Capital Symposium, and Lean Startup conferences in Vancouver and Michigan. Other speaking events include the Forward Technology Conference in Wisconsin, the Lean Startup Challenge in Boston, and Lean Startup Machines in London, New York, Boston, Chicago and San Francisco.

Brant consults for and advises on Lean and Customer Development, serving clients in Silicon Valley, New York, San Diego, France, Australia and Singapore. Clients include Qualcomm, MOGL, HubKick, MotherKnows, i.TV.