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BtoB の顧客理解が捗るミニリサーチ / Mini Research forB2B Customer Understanding

SMS tech
November 06, 2023

BtoB の顧客理解が捗るミニリサーチ / Mini Research forB2B Customer Understanding

2023年11月2日に開催された「Qiita Night~プロダクトマネジメント~」での発表資料です。

https://increments.connpass.com/event/297094/

文字起こし記事
https://logmi.jp/tech/articles/330139

SMS tech

November 06, 2023
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  1. BtoB ͷސ٬ཧղ͕ḿΔ

    ϛχϦαʔν
    גࣜձࣾΤεɾΤϜɾΤε

    ΩϜɹμιϜ

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  2. Product
    Management
    Product Discovery
    Initial Product Discovery
    Continuous Product Discovery Opportunity-Solution Tree
    Customer research
    User interviews
    Observation
    Surveys
    In-app feedback
    Jobs-to-be-Done (JTBD)
    Tools and techniques
    User Journey Mapping
    User Persona
    Opportunity Score by Dan Olsen
    Kano model
    Design thinking
    Experimentation
    Formulating hypotheses
    Identifying assumptions User Story Mapping
    Strategyzer Test Card
    Strategyzer Learning Card
    Market engagement
    MVP Prototypes
    Landing Page MVP
    Piecemeal MVP
    Email Campaign MVP
    Concierge MVP
    Crowdfounding MVP
    Paid Ads MVP
    Wizard of Oz MVP
    Pre-Order MVP
    Video Explainer MVP
    Pretotyping
    XYZ Hypothesis
    Skin-in-the-game
    Your Own Data
    User prototypes
    High-fidelity user prototypes
    Low fidelity user prototypes
    Experiments
    First-click testing
    Card sorting
    5-Second test
    Task to accomplish
    Prototype A/B testing
    Thinking aloud
    Test automation
    Feasibility prototypes Spikes
    A/B Testing
    Multivariate Testing
    Product Marketing
    Go-to-market strategy
    Segmentation (related to Strategy)
    Positioning (related to Strategy)
    Pricing strategy (related to Business model)
    Messaging Storytelling
    Marketing channels
    Customer engagement strategy
    Launch plan
    Enabling sales and partners
    Marketing
    Product Growth
    Product-led growth (PLG)
    Product-led sales
    Product-led marketing
    Product-led onboarding
    Aha moment
    Bowling Alley Framework
    Time to Value
    Product-led support
    Product-qualified leads (PQLs)
    Optimizing the entire AARRR funnel
    Engagement
    Pricing models
    Freemium
    Free trial
    Reverse trial
    Usage-based pricing
    Value-based pricing
    Virality and network effects Viral coefficient
    Data Analytics
    Data Analytics Frameworks
    North Star Framework
    One Metric That Matters
    AARRR metrics
    Metrics and KPIs
    Acquisition
    Activation
    Engagement
    Retention
    Revenue
    Referrals
    Other techniques
    Customer Segmentation
    Funnel Analysis
    Heatmaps
    Session recordings
    Product analytics tools
    Data analytics tools
    Turning data into insights
    People
    Leadership
    Internal communication
    Building alignment
    3
    Leading with context
    Inspiring
    Storytelling
    Setting goals
    Culture
    2
    Management
    4
    Execution
    Goals
    Objectives and Key Results (OKRs)
    Outcomes vs. Output
    Types of outcomes
    Business outcomes
    Product outcomes
    Customer outcomes
    Desired outcomes (JTBD)
    Roadmaps
    1
    Project management
    Stakeholder management
    1
    Prioritization
    Decision making
    Release management
    Risk management
    Agile and Scrum
    Scrum
    Dual-track Agile
    Lean
    Kanban
    DevOps
    CI/CD
    Strategy and Business
    Vision
    Strategy
    Strategic models
    Product Strategy Canvas
    SWOT
    PESTLE
    Porter’s Five Forces
    Ansoff Matrix
    TAM, SAM, TOM
    Value proposition
    Market research
    SEO and SEM reporting
    Research associations
    Garther
    Forrester
    Statista
    Government data
    Public data and financial statements
    Competitive analysis
    Competitor benchmarking
    Value curve
    Business model
    Business Model Canvas
    Lean Model Canvas
    Startups
    VC
    Products portfolio
    A free skills assessment and more information:
    https://open.substack.com/pub/huryn/p/your-
    pm-competence-map-skills-assessment

    Product Discovery
    Initial Product Discovery
    Continuous Product Discovery Opportunity-Solution Tree
    Customer research
    User interviews
    Observation
    Surveys
    In-app feedback
    Jobs-to-be-Done (JTBD)
    Tools and techniques
    User Journey Mapping
    User Persona
    Opportunity Score by Dan Olsen
    Kano model
    Design thinking
    Formulating hypotheses
    Identifying assumptions User Story Mapping
    Strategyzer Test Card
    Strategyzer Learning Card
    Market engagement
    MVP Prototypes
    Landing Page MVP
    Piecemeal MVP
    Email Campaign MVP
    Concierge MVP
    Crowdfounding MVP
    Paid Ads MVP
    Wizard of Oz MVP
    Pre-Order MVP
    Goals
    Objectives and Key Results (OKRs)
    Outcomes vs. Output
    Strategy and Business
    Vision
    Strategy
    Strategic models
    Product Strategy Canvas
    SWOT
    PESTLE
    Porter’s Five Forces
    Ansoff Matrix
    TAM, SAM, TOM
    Value proposition
    Market research
    SEO and SEM reporting
    Research associations
    Garther
    Forrester
    Statista
    Government data
    Public data and financial statements
    Competitive analysis
    Competitor benchmarking
    Value curve
    Business model
    Business Model Canvas
    Lean Model Canvas
    Startups
    VC
    Products portfolio
    ग़య: https://www.productcompass.pm/p/your-pm-competence-map-skills-assessment
    ຊ೔ͷςʔϚ͕ؔΘ͍ͬͯΔʮϓϩμΫτσΟεΧόϦʔʯྖҬ

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  3. *1 ࢀߟ: ॻ੶ʰϓϩμΫτϚωδϝϯτ-ϏϧυτϥοϓΛආ͚ސ٬ʹՁ஋Λಧ͚Δʱ
    ط஌ ະ஌
    ط஌
    ະ஌
    ࣄ࣮
    ௚ײ ൃݟ
    ٙ໰
    ࣭໰͢΂͖͜ͱ͕Θ͔͍ͬͯΔ৔߹
    ʮϓϩμΫτσΟεΧόϦʔʯͱ͸ɼސ٬๊͕͑Δ໰୊ͷղ૾౓Λ্͛ͯࣄ࣮Λ໌Β͔ʹ͢Δϓϩηε
    *2 ࢀߟ: https://hrism.hatenablog.com/entry/2022/08/19/090000
    ༏ΕͨʮϓϩμΫτσΟεΧόϦʔʯ͸ɼͦͷϓϩηεશମΛ௨ͯ͡ސ٬Λר͖ࠐΉ*2
    ਤ1: ະ஌ͱط஌ *1

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  4. BtoB/BtoC BtoC BtoB
    (Horizontal SaaS)
    BtoB
    (Vertical SaaS)
    PdM
    גࣜձࣾεϚʔτΤσϡέʔγϣϯ
    UX Designer
    גࣜձࣾϑΥʔσδοτ
    PdM
    גࣜձࣾϚωʔϑΥϫʔυ
    PdM
    גࣜձࣾΤεɾΤϜɾΤε
    BtoCɼBtoB Λ྆ํܦݧͯ͠ݟ͖͑ͯͨʮސ٬ཧղʯͷֶͼΛڞ༗͠·͢ʂ

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  5. BtoB BtoC
    Ͳ͕͜ҧ͏
    ʁ
    ࠓճͷςʔϚɼʮސ٬ཧղʯΛ੾Γޱʹൺֱ͢Δͱ

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  6. BtoB BtoC
    اۀ ফඅऀ
    ސ٬λʔήοτ
    Ϣʔβʔ
    ݶఆత ෆಛఆଟ਺
    ཁٻཁ݅
    ଟ͍ গͳ͍
    ͕͜͜ҧ͏
    ʂ
    ੍໿
    ߗ͍ ॊΒ͔͍

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  7. BtoB BtoC
    اۀ ফඅऀ
    ސ٬λʔήοτ
    Ϣʔβʔ
    ݶఆత ෆಛఆଟ਺
    ཁٻཁ݅
    ଟ͍ গͳ͍
    ͕͜͜ҧ͏
    ʂ
    ੍໿
    ߗ͍ ॊΒ͔͍
    ͜͜Λ஌Δ͜ͱ͕ BtoB ސ٬ཧղͷΩʔ

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  8. ҩྍ ݐઃ ෆಈ࢈
    ձܭ
    ܖ໿
    ਓࣄ
    ۀք
    ۀ຿
    ੡଄ հޢ
    Horizontal
    Vertical
    ۀքΛԣஅ͢Δ
    ۀքʹಛԽ͢Δ
    ސ٬ͷʮۀ຿ʯ͕ؔΘΔ

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  9. ۀ຿
    ๏ɾ੍౓
    ࣾձɾ؀ڥ
    ސ٬ͷ೔ʑͷۀ຿͸

    ؔ࿈๏཯ͱ੍౓ʹج͍͍ͮͯͯ

    ਖ਼͘͠ߦΘΕΔ͜ͱ͕ٻΊΒΕΔ

    ۀ຿ͷઌʹ͋Δ੍౓͸ɼࣾձ΍؀ڥͷঢ়ଶʹ߹Θͤͯ

    ҰఆظؒΛ΋ͬͯมԽରԠ͍ͯ͘͠

    = ਺ʑͷཁٻཁ݅ͱߗ੍͍໿ʹ޲͖߹͏ඞཁ͕͋Δ

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  10. ҩྍ ݐઃ ෆಈ࢈
    ਓࣄ
    ܖ໿
    ձܭ
    ۀք
    ۀ຿
    ੡଄ հޢ
    հޢࣄۀऀ޲͚ܦӦࢧԉαʔϏε

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  11. ग़యɿްੜ࿑ಇল ࿝݈ہʮެతհޢอݥ੍౓ͷݱঢ়ͱࠓޙͷ໾ׂʯ
    հޢαʔϏε͸ 26 छྨ 54 αʔϏε

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  12. ৘ใ͕ଟ͗͢Δɾɾɾ

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  13. ৘ใ͕ଟ͗͢Δɾɾɾ
    খ͘͞ௐ΂͍͖ͯ·͠ΐ͏ʂ

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  14. *1 ࢀߟ: ॻ੶ʰϓϩμΫτϚωδϝϯτ-ϏϧυτϥοϓΛආ͚ސ٬ʹՁ஋Λಧ͚Δʱ
    ط஌ ະ஌
    ط஌
    ະ஌
    ࣄ࣮
    ௚ײ ൃݟ
    ٙ໰
    ࣭໰͢΂͖͜ͱ͕Θ͔͍ͬͯΔ৔߹
    ٙ໰͔Βࣄ࣮΁ͷখ͞ͳม׵Λ׆ੑԽͤ͞Δ͜ͱͰࣄ࣮ͷ఺͕૿͑Δ
    ਤ1: ະ஌ͱط஌ *1

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  15. ط஌ ະ஌
    ط஌
    ະ஌
    ࣄ࣮
    ௚ײ ൃݟ
    ٙ໰
    ࣭໰͢΂͖͜ͱ͕Θ͔͍ͬͯΔ৔߹
    ఺ͱ఺ͷؒʹٙ໰͕ੜ·Εɼ

    ม׵Λ܁Γฦ͢͜ͱͰ఺͸͍ͣΕઢͱ໘ʹ޿͕Γؾ͖ͮͷײ౓্͕͕͍ͬͯ͘
    ਤ1: ະ஌ͱط஌ *1
    *1 ࢀߟ: ॻ੶ʰϓϩμΫτϚωδϝϯτ-ϏϧυτϥοϓΛආ͚ސ٬ʹՁ஋Λಧ͚Δʱ

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  16. υϝΠϯΤΩεύʔτͱ࿩͠ͳ͕Βۀ຿ͷྲྀΕͱͦΕͧΕͷۀ຿ʹؔ࿈͢Δ๏཯΍ாථྨΛ·ͱΊΔ

    υϝΠϯΤΩεύʔτͱ࿩Λͯ͠ख͕͔Γ͕௫ΊΔͱσεΫϦαʔν΍ϢʔβʔϦαʔν΋ḿΔ💪
    ϛχϦαʔνᶃʮશମʯͱʮ෦෼ʯʹతΛม͑ͳ͕Βʮࣄ࣮ʯΛ஌Δ

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  17. ࣄ࣮ʹ͸දΕ͍ͯͳ͍ݱ৔ͷࠔΓࣄΛ֬ೝɾ؍࡯͢Δ
    ϛχϦαʔνᶄ ݱ৔͔Βͷ৘ใΛ͜·Ίʹ࢓ೖΕΔ

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  18. ࢀߟ: ॻ੶ʰੈք͸γεςϜͰಈ͘ ― ͍·ى͖͍ͯΔ͜ͱͷຊ࣭Λ͔ͭΉߟ͑ํʱ
    Πϕϯτ
    ύλʔϯ
    ߏ଄
    ϝϯλϧ
    ϛχϦαʔνΛ܁Γฦ͠ͳ͕Βٙ໰Λࣄ࣮ʹม׵ͤͯ͞

    ໰୊ͷࢹ఺ΛਂΊΔαΠΫϧΛૣΊΔ͜ͱͰ

    ސ٬ཧղͷղ૾౓ΛߴΊΔ

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  19. ࣄ࣮ʹجͮ͘νʔϜ಺ͷΞ΢τϓοτͷ

    ස౓͕ૣ·Δ
    ٙ໰ɼ௚ײɼൃݟ͔Βࣄ࣮΁ͷม׵͕

    νʔϜશମͰى͖Δ
    νʔϜͷ౰ͨΓલʹ໰͍Λ౤͛Δ
    ๲େͳ৘ใʹ࿭Θ͞ΕΔ͜ͱͳ͘

    ސ٬Ձ஋ʹ޲͖߹͑Δ

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  20. ʮސ٬ཧղͷղ૾౓ʯͷมԽ͸಄ͷதͷ࿩
    େࣄͳͷ͸ɼ
    ࣄ࣮͔Βੜ·ΕͨΞΠσΞ΍ιϦϡʔγϣϯΛϦϑΝΠϯ͢Δ͜ͱ
    ʹސ٬΁ͷఏڙՁ஋Λৗʹຏ্͖͍͛ͯ͘͜ͱ

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  21. ʮϛχϦαʔνʯͰখ͘͞ௐ΂͍͖ͯ·͠ΐ͏ʂ

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