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Lean Startup
from the Trenches
Manish Chiniwalar
Product Manager @ Multunus
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Plan A Plan that works
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Yoga
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Yoga
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Yoga
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Yoga
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Yoga
> $80 Billion Industry, Globally
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—
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≠
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≠ - Marketing
- Operation
- Finance
…
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Good Karma
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Good Karma
Product we are building
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Currently…
WEBSITE
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Currently…
WEBSITE What Next?
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Currently…
PHONE CALL
WEBSITE What Next?
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Currently…
PHONE CALL
WEBSITE What Next?
No Response
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FREE TRIAL CLASS
With Good Karma…
In 3 minutes!
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Story
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So far…
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So far…
226 Trials booked instantly
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Takeaway #1:
“Don’t sell what you can build.
Build what you can sell instead.”
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The Beginning
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? How badly do other people face this pain?
How do we solve it?
And will it work in the real world?
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Design Sprint
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Design Sprint
Brainstorm Solutions
Build a Prototype
Test with real users
In 5 Days
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?
How badly do other people face this pain?
Serious folks see a need.
How do we solve it?
Behaviour Science
And will it work in the real world?
We don’t know!
ˠTest with MVP
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MVP
Build
Measure
Learn
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MVP
Build
Measure
Learn
✕…✕…✕…✕…✕…✓…✕…✕…✕…✓…✕… Big Insight!
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Yoga Practitioners → Yoga Studios
A Major Pivot
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Takeaway #2:
“Get out of the building!”
— Steve Blank
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Acquisition
Activation
Retention
Referral
Revenue
Juggling
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+
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Ash Maurya, Scaling Lean
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Ash Maurya, Scaling Lean
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Ash Maurya, Scaling Lean
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Ash Maurya, Scaling Lean
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Ash Maurya, Scaling Lean
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Ash Maurya, Scaling Lean
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Ash Maurya, Scaling Lean
Eg: Getting to 50 paying customers per week
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Referrals & Cold Calls
Prospecting → Cold call → Set up demo → Signup for a trial
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Referrals & Cold Calls
Prospecting → Cold call → Set up demo → Signup for a trial
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Takeaway #3:
“During early stages,
rely on Qualitative information.
Don’t wait for statistical significance.”
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BJ Fogg's Behaviour Model & Hooked Model
Behaviour Science
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Takeaway #4:
“Focus on your behaviour.
Measure how often you talk to
customers and how many
experiments you finish weekly.”
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Thank You
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Credits
• Solders in Trenches
https://upload.wikimedia.org/wikipedia/
commons/8/81/Royal_Naval_Division_trench.jpg
• Yoga Icon
https://thenounproject.com/search/?
q=yoga&i=695642
• Yoga Pose Icon
https://thenounproject.com/search/?
q=yoga&i=893784
• Lotus Icon
https://thenounproject.com/search/?
q=yoga&i=572872
• Human Icon
https://thenounproject.com/term/human/470918/
• Juggling Image
http://bit.ly/2n8uP6C
• Call Icon
https://thenounproject.com/search/?
q=call&i=850691
• Roulette Wheel Image
https://cdn.pixabay.com/photo/
2015/07/10/11/11/luck-839037_960_720.jpg
• Seed Image
https://upload.wikimedia.org/wikipedia/
commons/b/b3/Seed_germination.png
• Coffee Icon
https://thenounproject.com/search/?
q=takeaway&i=745800
• Factory Icon
https://thenounproject.com/search/?
q=factory&i=863580