The FT Essential Guide to Writing a Business Plan, 3rd Edition

APPENDIX B

STRUCTURED ­INTERVIEWING OF CUSTOMERS

‘‘Your most unhappy customers are your greatest source of learning.’

Bill Gates

In this appendix:

• ■The interviewees
• ■The storyline
• ■The questionnaire
• ■The interview
• ■The thanks and feedback

In Chapter 5, and in more detail in Appendix A, a structured interviewing programme of customers was recommended as the most methodical way to obtain much of the information needed to derive your firm’s competitive position.

Here’s how to do it:

1. 1Select a representative range of customer interviewees.
2. 2Prepare your storyline.
3. 3Prepare a concise questionnaire.
4. 4Interview them, through email, telephone or face-to-face.
5. 5Thank them and give them some feedback.

The interviewees

The interviewees should represent ...