Will My Customers Buy? Part 2

2020-05-11 12:00 pm - 1:00 pm

As a part of our ongoing education for startup entrepreneurs, the ATDC will teach a three-part class series on “Will Customers Buy?” starting May 4th at 12-1pm with the second and third part of the series on May 11th and May 18th.

This series of classes will focus on the customer and reinforces the customer discovery and customer development processes as outlined in the business model canvas. It provides the basics around product definition and identifying customer segments, and demonstrates how the sales and marketing functions must work together to achieve business success.

Students in the class will receive classroom-style learning as well as work with ATDC mentors 1:1 to complete a Value Proposition Canvas (including customer profiles and value maps), Buyer’s Personas, Positioning Statements, and their Buyer’s Journey Map.

The series supplements customer discovery work and the completion of the business model canvas, so those registering need to have attended ATDC’s Customer Discovery Theory and Tool classes as well as completed at least three Customer Discovery Lab sessions.

Jane McCracken, serial entrepreneur and the ATDC’s Assistant Director will teach the class.  Jane has led B2B and B2C companies in the software, healthcare technology, and e-commerce industries during her career.  She raised over $100M in equity funding for her companies and achieved an exit for each.  Before becoming an entrepreneur, Jane established two venture capital funds and an angel network.  She has been with the ATDC for five years and loves helping entrepreneurs build scalable companies.


Related upcoming events

  • 2021-07-29 11:30 am - 2021-07-29 1:30 pm

    Most technology startups fail. Why? They start executing before they have a sound business model. What about you? Have you discovered a scalable and profitable business model yet?

    Customer Discovery Lab is a Customer Discovery Bootcamp designed for entrepreneurs. Customer Discovery Lab uses a combination of teaching methodologies from Customer Discovery (get out of the building), Lean Startup (iterative loop of experimentation), Startup Engineering (disprove your assumptions) and the Business Model Canvas to uncover your compelling business model.

    After this program, you will have identified the core of your business model - your customer segment and value proposition. Or you may discover there isn't one. And that's OK too. It's better to find out now than after spending years and a fortune only to find out you were wrong.

    How does it work?

    1. Multi-week intensive program. You should commit to attend every week.
    2. Each week, make assumptions about what needs to be true about your business model to succeed.
    3. Design tests to disprove each assumptions.
    4. Collect data and interpret the results.
    5. Update your business model canvas based on what you have learned.
    6. Present your findings to the teaching team and get thoroughly thrashed.
    7. Repeat.

    You will be expected to talk to at least 10 potential customers each week.


    Both Customer Discovery Theory and Customer Discovery Tools are prerequisites to Customer Discovery Lab. Please take Customer Discovery Theory first which is offered the second and fourth Tuesday of every month. Once you begin Customer Discovery Lab, you are then expected to attend every subsequent Thursday until you graduate.