Lean Landing Page Development

About the method, process, technique, tools and resources.

Transcript

1. lean landing page development visible bytes Emanuel Steger @em4nue1 @UnternehmerTUM
2. lean landing page development method product technique tools resources visible bytes Emanuel Steger @em4nue1 @UnternehmerTUM
3. lean method
4. lean principles method
5. lean principles 1. Entrepreneurs are everywhere 2. Entrepreneurship is management 3. Validated Learning 4. Innovation Accounting 5. Build - Measure - Learn 5 http://theleanstartup.com/principles
6. minimum viable product (MVP) "The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort." ERIC RIES ENTREPRENEUR & AUTHOR 6 http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html
7. "If you are not embarrassed by the first version of your product, you’ve launched too late." REID HOFFMAN FOUNDER, LINKEDIN
8. "Don't worry, be crappy." GUY KAWASAKI FORMER EVANGELIST AT APPLE & AUTHOR
9. user journey 9 user journey development costs search google visit landing page check features & pricing click buy complete checkout
10. picking the right MVP 10 development over time development costs setup adwords campaign setup landing page develop hq product
11. minimum viable product (MVP) 11 development over time development costs setup adwords campaign setup landing page conduct interview/ survey
12. lean method
13. lean process method
14. lean process 14
15. lean landing page development method product technique tools resources
16. development technique
17. customer development technique
18. OUT OF 10 STARTUPS FAIL 9
19. why? • Relying on false (untested) assumptions • Trying to solve a problem that does not exists • Asking the wrong questions • Not being critical about the own product 19
20. better... Be more concerned about finding the truth, than being right! 20
21. one spin... 21
23. Hypothesis Problem/Solution Riskiest Assumption If ... then ... ...that must be true for your hypothesis to be true formulize your ideas 23
24. Hypothesis Problem/Solution Riskiest Assumption If it's raining, then millennials get wet. Millennials need to leave the house. formulize your ideas 24
26. build a product for... 26 Experiment Method Success Criterion the product you build and what you do with it - interview - survey - (concierge) mvp the outcome you expect for your riskiest assumption to be true
27. build a product for... 27 Experiment Method Success Criterion Conducting a survey about millennials leaving the house. 80/100 leave the house at least 5 times per week.
29. learn from measured data 29 Results Data Learnings Next Steps ... new insights pivot, testing the next assumption, ...
30. learn from measured data 30 Results Data Learnings Next Steps 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980.
31. learn from measured data 31 Results Data Learnings Next Steps 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. INVALIDATED
32. after several iterations... 32 Hypothesis Experiment Results Problem/ Solution Riskiest Assumption Method Success Criterion Data Learnings Next Steps 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Template: http://vbyt.es/expboard
33. after several iterations... 33 Hypothesis Experiment Results Problem/ Solution Riskiest Assumption Method Success Criterion Data Learnings Next Steps Problem Most millennials work from at home and order everything online. Focusing on people born before 1980. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. Problem 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Solution Most millennials work from at home and order everything online. Focusing on people born before 1980. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. Solution 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Solution Most millennials work from at home and order everything online. Focusing on people born before 1980. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Most millennials work from at home and order everything online. Focusing on people born before 1980. Solution 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 80/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. 50/100 leave the house at least 5 times per week. Template: http://vbyt.es/expboard
34. Hypothesis Problem/Solution Riskiest Assumption If millennials have an umbrella when it's raining, then they don't get wet. Millennials can use objects that don't contain microchips. and solution hypotheses... 34
35. 35 phases
36. development technique
37. product development technique
38. ways to develop 38 Individualization Needed skills, time and costs Using WYSIWYG systems Installing CMS Extending Frameworks/ Temapltes Coding from scratch
39. development technique
40. 40 phases http://www.slideshare.net/venturehacks/customer-development-methodology-presentation/
41. lean landing page development method product technique tools resources
42. landing page product
43. landing page anatomy product
45. 45 fold
46. 46 eyecatcher
47. 47 USP
48. 48 CTA
49. 49 features
50. 50 social proof
51. unique selling proposition (USP) 51 unique value proposition (UVP) Tired of problem ? What if solution ?
52. Tired of getting wet, when it's raining? What if you could go outside and still keep dry? unique selling proposition (USP) 52
53. Tired of getting wet, when it's raining? What if you could go outside and keep dry at the press of a button? unique selling proposition (USP) 53
54. Don't get wet - get an umbrella instead! unique selling proposition (USP) 54
56. landing page product
57. landing page cases product
58. 58 are people interested? http://lifehacker.com/im-joel-gascoigne-and-this-is-the-story-behind-buffer-1446437914
59. 59 real "fake" CTAs http://lifehacker.com/im-joel-gascoigne-and-this-is-the-story-behind-buffer-1446437914 "stay tuned"
60. 60 are people interested enough to pay? how much? http://lifehacker.com/im-joel-gascoigne-and-this-is-the-story-behind-buffer-1446437914
62. 62 http://ism.marketstrong.com/responsive-website-guide
64. 64 https://www.shopify.com/free-trial
65. lean landing page development method product technique tools resources
66. tools
67. build • WYSIWYG systems: • LeadPages • Unbounce • Launchrock • QuickMVP • Javelin • Shopify 67
68. build • CMS: • Wordpress • Themes: Themeforest 68
69. build • Frameworks & Templates: • Bootstrap • Themeforest 69
70. build • Free stockphotos & more: • AllTheFreestock • Pixabay 70
71. between build and measure • Channels to get traffic: • Google: SEO & SEA (AdWords) • Facebook • Twitter • Reddit • Hacker News • Other forums 71
72. measure • Google Analytics • Kissmetrics • SumoMe 72
73. learn • Javelin Experiment Board: • Starting a Scooter Business with the Validation Board • How to Use the Validation Board to Test Your Startup Idea • Experiment Board Tutorial with Grace Ng • "Advanced" Experiment Board: • http://vbyt.es/expboard 73
74. lean landing page development method product technique tools resources
75. resources
76. books & videos • Entrepreneurship: • The Lean Startup (Eric Ries) • https://www.youtube.com/watch? v=J4rOdxoCnwY • The Art of the Start (Guy Kawasaki) • https://www.youtube.com/watch? v=jSlwuafyUUo 76
77. books & videos • Design: • Designing with the Mind in Mind (Jeff Johnson) • https://www.youtube.com/watch? v=Rh18iJ8gSfI 77
78. meetups & events • Lean Startup Munich Meetup • Lean Startup Machine • Google Launchpad • Startup Weekend 78
79. THANK YOU!
80. ? @em4nue1 LinkedIn Xing