Startups Don’t Have Infinite Runway.
To reach product/market fit, they need the right roadmap, solid strategies to learn from their market and customers, and a framework for deciding when to pivot, and when to persevere.
But things often get complicated when selling to businesses because…
“Starting a company is like jumping off a cliff and assembling a plane on the way down.”
– Reid Hoffman, LinkedIn Co-Founder
⚠️ Companies Don’t Buy the Way Consumers Do…
Businesses Buy on Value
They invest in new technology in expectation of a return on their investment (ROI).
Many Stakeholders Get Involved
On average, 6.8 stakeholders get involved in technology purchases in B2B. That’s a lot more than in B2C.
They Expect More Proximity
It’s important to learn to build relationships before you attempt to scale a solution in B2B.
If You Don’t Find a Way Inside Companies to Start Learning.
You’ll Spin Your Wheels.
And Your Runway Will Run Out.
What You Need is a Proven Playbook.
The Lean B2B Masterclass
The Lean B2B Masterclass is an end to end training program showing you how to get from idea to product/market fit in B2B.
It will teach you:
How to Assess the Opportunities in B2B & Set Yourself up for Success
How to Evaluate Markets & Find Early Adopters
How to Conduct Interview & Find the Pains of Buyers
How to Define a Product & Validate Its Potential With Customers
How to Speed Things Up & Overcome Common Challenges
The masterclass is designed for action, to help you get positively addicted to success, and to do it one tiny win at a time. The course is highly actionable. It contains everything you need to reach product/market fit in B2B.
See the Full Breakdown of Content
|Section 1: The B2B Opportunity & Setting Yourself Up for Success (25 mins)|
|In the first section of the masterclass, we’ll talk about B2B product opportunities. By the end of it, you’ll know the differences between selling to businesses and selling to consumers, and you’ll have a clear idea of the time and setup you’ll need to reach product/market fit.|
|Lesson #1 – Introduction||3 mins||Get access|
|Lesson #2 – Why B2B?||8 mins||Get access|
|Lesson #3 – What Makes B2B Different?||10 mins||Get access|
|Lesson #4 – How Much Time Do I Need?||3 mins||Get access|
|Lesson #5 – Do I Need to Quit My Job?||3 mins||Get access|
|Section Links||Get access|
|Section 2: Evaluating Markets & Finding Early Adopters (1.5 hour)|
|Next, we’ll look at ways to generate business ideas and evaluate markets. By the end of this section, you’ll know what market you should be going in, and will have mastered the art of finding and recruiting early adopters.|
|Lesson #6 – Where It Starts||9 mins||Get access|
|Lesson #7 – Choosing a Market||9 mins||Get access|
|Lesson #8 – Finding Problems and Opportunities that Matter||5 mins||Get access|
|Lesson #9 – Finding Early Adopters||16 mins||Get access|
|Lesson #10 – Finding Early Advocates||4 mins||Get access|
|Lesson #11 – Selecting Early Adopters||2 mins||Get access|
|Lesson #12 – Leveraging Domain Credibility & Visibility||11 mins||Get access|
|Lesson #13 – Contacting Early Adopters||12 mins||Get access|
|Lesson #14 – How to Get Customer Interviews with Cold Emails||26 mins||Get access|
|↳ Lesson #14 – Cold Email Sample Script||Get access|
|Section Links||Get access|
|Section 3: Finding the Pains of Business Buyers (1 hour)|
|Next, we’ll start drafting interview scripts, conducting interviews, and finding problems worth solving. By the end of it, you’ll know how to conduct interviews and you’ll be able to turn interview data into actionable insights.|
|Lesson #15 – Why Interviews?||9 mins||Get access|
|Lesson #16 – The Code of Conduct for Customer Interviews||12 mins||Get access|
|↳ Lesson #16 – Tips for Great Customer Development Interviews||Get access|
|Lesson #17 – Customer Discovery Interview Questions||11 mins||Get access|
|↳ Lesson #17 – Customer Discovery Interview Questions||Get access|
|Lesson #18 – Conducting Problem Interviews||16 mins||Get access|
|Lesson #19 – Analyzing the Results||12 mins||Get access|
|Section 4: Defining a Product & Validating it With Customers (2 hours)|
|Next, we’ll define a minimum viable product to start validating our solution. We’ll also learn how to presell a product. By the end of this section, you’ll know what goes into an early MVP, and know how to make valuable offers to prospects.|
|Lesson #20 – Problem-Solution Fit||13 mins||Get access|
|↳ Lesson #20 – All Types of Endorsement||Get access|
|Lesson #21 – Creating a Minimum Viable Product||18 mins||Get access|
|Lesson #22 – Mapping the Buying Influencers||9 mins||Get access|
|Lesson #23 – Preparing Your Pitch||18 mins||Get access|
|Lesson #24 – Reengaging Prospects||5 mins||Get access|
|↳ Lesson #24 – Reengagement Template||Get access|
|Lesson #25 – Conducting Solution Interviews||10 mins||Get access|
|↳ Lesson #25 – Solution Interview Questions||Get access|
|Lesson #26 – Dealing with your First Purchase||4 mins||Get access|
|↳ Lesson #26 – How to Deal With Your First Purchase||Get access|
|Lesson #27 – What to Do if the Prospect Doesn’t Buy?||6 mins||Get access|
|↳ Lesson #27 – The Reasons Why Prospects Don’t Buy||Get access|
|Lesson #28 – Product/Market Fit||12 mins||Get access|
|↳ Lesson #28 – Iterating the Product and Reaching Product/Market Fit (🎁 Bonus Content)||Get access|
|Lesson #29 – To Pivot or Not to Pivot?||7 mins||Get access|
|↳ Lesson #29 – All Types of Pivots||Get access|
|Lesson #30 – What Happened With the Business?||6 mins||Get access|
|Section Links||Get access|
|Section 5: Speeding Things Up & Overcoming Common Challenges (30 mins)|
|Lastly, you’ll learn to address common challenges faced by B2B innovators. You’ll also learn tricks to speed up product/market validation. By the end of it, you’ll be able to identify stalling techniques and speed things up.|
|Lesson #31 – Common Challenges||18 mins||Get access|
|Lesson #32 – Speeding up Product–Market Validation||11 mins||Get access|
|Section Links||Get access|
|Lesson #33 – Conclusion||3 mins||Get access|
|↳ Lesson #33 – Next Steps and a 🎁 Final Bonus||Get access|
|📄 Exercise Templates, Scripts & Task Lists|
|69.9 KB||Get access|
|297 KB||Get access|
|23.7 KB||Get access|
|29.2 KB||Get access|
|13.3 KB||Get access|
|24.4 KB||Get access|
|11.8 KB||Get access|
|251 KB||Get access|
|23.1 KB||Get access|
|71.9 KB||Get access|
|52.4 KB||Get access|
|🎁 Extras & Bonuses|
|🎥 How to Find and Evaluate B2B Business Ideas||40 mins||Get access|
|📘 Lean B2B: Build Products Businesses Want (ebook, PDF)||6.55 MB||Get access|
|📘 Lean B2B: Build Products Businesses Want (ebook, ePub)||18.2 MB||Get access|
|📘 Lean B2B: Build Products Businesses Want (ebook, MOBI)||35.9 MB||Get access|
|📘 Lean B2B: Build Products Businesses Want (Paperback discount)||Get access|
|🎙️ Expert Interviews With B2B Thought-Leaders|
|Alex Berman: Cold Email Pro & Serial Entrepreneur (Experiment 27, Lorelia Films, etc)||34 mins||Get access|
|Alex Hillman: Serial Entrepreneur (Indy Hall, Stacking the Bricks) & Author||1h 02m||Get access|
|Ashwin Gupta: Growth & Product Management at Visual Website Optimizer (VWO) and Wingify||34 mins||Get access|
|Bob Moesta: President & CEO of the Re-Wired Group, Co-Creator of the Jobs to be Done Framework||26 mins||Get access|
|Claudio Perrone: Lean Startup Coach & Creator of PopcornFlow for Continuous Innovation & Change||30 mins||Get access|
|Dan Martell: Serial Entrepreneur (Clarity, Flowtown, Spheric Technologies), Coach & Angel Investor||41 mins||Get access|
|Daniel Zacarias: Product Management Expert & Career.pm Founder||32 mins||Get access|
|David Cancel: Serial Entrepreneur (Drift, Performable, Compete, Lookery, Ghostery) & Angel Investor||31 mins||Get access|
|Hiten Shah: Serial Entrepreneur (FYI, Product Habits, Crazy Egg, Kissmetrics) & Angel Investor||44 mins||Get access|
|Ian Gervais: VP of Product at Statflo, Founding Team Member||38 mins||Get access|
|Jeff Gothelf: Co-Author of Lean UX and Sense & Respond, Author of Lean vs Agile vs Design Thinking||29 mins||Get access|
|Jim Kalbach: Author of The Jobs-to-be-Done Playbook & Head Of Customer Experience at MURAL||29 mins||Get access|
|Karl Gilis: UX, CRO and Customer Experience Expert & Co-Founder AGConsult||48 mins||Get access|
|Kieran Flanagan: Growth Though-Leader & VP Marketing at HubSpot||30 mins||Get access|
|Nir Eyal: Bestselling Author of Hooked: How to Build Habit-Forming Products & Indistractable||24 mins||Get access|
|Patrick Campbell: Founder & CEO of ProfitWell, Pricing Expert||39 mins||Get access|
|Sachin Rekhi: Serial Entrepreneur (Notejoy, Feedera, Anywhere.FM) & Product Management Expert||40 mins||Get access|
|Zoran Kovacevic: Product Manager at TripActions & Serial Entrepreneur||27 mins||Get access|
|📩 Contacts & Links|
|All Course Links||Get access|
|Startup Tools, Posts & Resources for B2B Entrepreneurs (211+)||Get access|
|Get in Touch||Get access|
The Masterclass Has Everything You Need to
Get From Idea to P/M Fit In B2B
5.5 Hours of Video Lessons
Practical videos and exercises showing you how to get from idea to product/market fit in B2B.
9+ Hours of Exclusive Interviews
Access to interviews with B2B thought-leaders like Dan Martell, Hiten Shah, and Bob Moesta, pioneer of JTBD.
1 Year of Community Access
Access to The Lean B2B Support Community where you can get feedback, and support for your venture.
Invites to Member-Only Trainings
Every month, we host live training sessions to dive deep into certain key challenges. You’ll also be invited to our Live Q&As.
It’s Based on a Proven Methodology, Already
Used by Thousands of Entrepreneurs & Innovators
It’s Taught by a Real Entrepreneur With Real Experience
Étienne Garbugli is a 3-time startup founder (Flagback, HireVoice and Highlights), the author of Lean B2B: Build Products Businesses Want, and a recognized customer research expert.
Over the years, he has validated no less than 25 businesses for clients and personal projects, ran countless tests, and tried all existing methodologies to learn how to cheaply validate business ideas.