Evaluating Startup Ideas (General Assembly class)

3c0b492a599715b69b5ed1363a9c2c4f?s=47 Tomer Sharon
September 16, 2014

Evaluating Startup Ideas (General Assembly class)

Many startups and businesses are being founded based on a hunch, a judgment call, incomplete information, and faith-based hallucinations — and most of them fail miserably. Startup founders and business owners only then ask themselves why. This class takes a different, risk-mitigating, more scientific approach to the art of starting a business. You’ll learn how to develop a product people really need by uncovering these needs well in advance. Before you write one line of code, before you hire a large team, before you take a big risk, you’ll learn how to evaluate if people need your product through three activities to learn from your future customers.

3c0b492a599715b69b5ed1363a9c2c4f?s=128

Tomer Sharon

September 16, 2014
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  1. NEED TO KNOW: EVALUATING STARTUP IDEAS TOMER SHARON | UX

    RESEARCHER | @tsharon
  2. LEAN USER RESEARCH FOR PRODUCT DEVELOPMENT leanresearch.co

  3. EXERCISE

  4. WHAT IS YOUR STARTUP IDEA?

  5. WHAT IS THE PROBLEM IT SOLVES?

  6. goo.gl/S3iqNH

  7. EVALUATING STARTUP IDEAS FOUNDERS PROBLEM LEAN RESEARCH METHODS MAKING SENSE

  8. FOUNDERS

  9. BOB-THE- BUILDER MENTALITY

  10. WE DON’T RESEARCH. WE BUILD.

  11. FOUNDERS PERCEIVE THEIR STARTUPS AS A CODING EXERCISE

  12. A CODING EXERCISE DOES NOT REQUIRE GETTING INSIGHTS FROM USERS

  13. THESE STARTUPS CREATE PRODUCTS NOBODY NEEDS

  14. THEY PERFECTLY EXECUTE THE WRONG PLAN

  15. WATCH MY GOOGLE I/O 2014 TALK: PERFECTLY EXECUTE THE WRONG

    PLAN youtu.be/9TJTbRw4ri8
  16. 86% OF STARTUP IDEAS ARE BORN FROM A FOUNDER’S PERSONAL

    PAIN
  17. IDEAS ARE MOSTLY FOR PRODUCTS OR SERVICES…

  18. NOT FOR PROBLEMS TO SOLVE

  19. 95% OF STARTUP FOUNDERS ASK, “DO PEOPLE NEED MY PRODUCT?”

  20. DON’T HAVE TIME TO WASTE ON LEARNING FROM USERS

  21. DON’T HAVE TIME TO WORK ON THE WRONG PRODUCT

  22. CAN WE BUILD IT? SHOULD WE BUILD IT?  

  23. WHAT’S A PRODUCT WORTH BUILDING?

  24. HOW TO EVALUATE A STARTUP IDEA?

  25. PROBLEM

  26. A PROBLEM WORTH SOLVING

  27. GAP BETWEEN CURRENT AND DESIRED STATE

  28. +

  29. HOW MUCH THE PROBLEM OWNER CARES ABOUT IT

  30. LET’S HAVE A LOOK AT YOUR PROBLEMS

  31. WHAT’S LEAN USER RESEARCH?

  32. PROVIDING INSIGHTS INTO PRODUCT USERS, THEIR PERSPECTIVES, AND THEIR ABILITIES

    TO THE RIGHT PEOPLE AT THE RIGHT TIME.
  33. 3 QUESTIONS LEAN RESEARCH CAN ANSWER

  34. WHAT DO PEOPLE NEED?

  35. WHAT DO PEOPLE WANT?

  36. CAN PEOPLE USE IT?

  37. HIGH-QUALITY IMPACTFUL FAST IGNORED SLOW CRAPPY

  38. LEAN USER RESEARCH METHOD LANDING PAGE

  39. WHAT IS IT?

  40. MOSTLY LOOKS LIKE THIS:

  41. None
  42. FOR THE PURPOSE OF EVALUATING AN IDEA, LANDING PAGES ARE

    MOSTLY USED IN A WRONG WAY
  43. WRONG WAY ASK FOR EMAIL

  44. ARE PEOPLE INTERESTED ENOUGH TO GIVE YOU THEIR EMAIL ADDRESS?

  45. RIGHT WAY PROVE COMMITMENT (E.G., PAY) EVALUATE YOUR STARTUP IDEA

  46. EXPERIMENT WITH LANGUAGE CALL TO ACTION VALUE MAIN MESSAGE

  47. EXERCISE

  48. GOOD OR BAD LANDING PAGE?

  49. None
  50. None
  51. None
  52. None
  53. None
  54. LEAN USER RESEARCH METHOD EXPERIENCE SAMPLING

  55. A STRATEGIC RESEARCH TECHNIQUE TO UNCOVER USER NEEDS.

  56. DIN

  57. WHAT PEOPLE WANT TO KNOW WHAT PEOPLE SEARCH ON GOOGLE

  58. WHAT TYPE OF WRITER AM I? BARACK OBAMA HEIGHT

  59. OPPORTUNITY

  60. RESEARCH PARTICIPANTS ARE INTERRUPTED SEVERAL TIMES A DAY TO NOTE

    THEIR EXPERIENCE IN REAL TIME
  61. INSIGHTS ABOUT USER NEEDS EVALUATE YOUR STARTUP IDEA

  62. USEFUL PRODUCT FEATURES EVALUATE YOUR STARTUP IDEA

  63. CURRENT PAIN POINTS AND DELIGHTS EVALUATE YOUR STARTUP IDEA

  64. EXPERIENCE SAMPLING TIPS

  65. CAREFULLY THE QUESTION [REPEATED BEHAVIOR, NO YES/NO, NO OPINIONS, NOT

    QUANT] DIN: WHAT DID YOU WANT TO KNOW RECENTLY? WHY?
  66. 8 x 3 x 100 TIMES A DAY DAYS PARTICIPANTS

  67. DECIDE HOW TO COLLECT DATA: SMS, EMAIL, APP, PHONE DIN:

    WE USED PACO
  68. EYEBALL THE DATA

  69. None
  70. CLASSIFY DATA

  71. GENERATE FREQUENCY CHARTS EVALUATE YOUR STARTUP IDEA

  72. IDENTIFY EMERGING THEMES EVALUATE YOUR STARTUP IDEA

  73. EXERCISE  

  74. HOW CAN WE IMPROVE THE IN-STORE GROCERY SHOPPING EXPERIENCE WITH

    TECHNOLOGY?
  75. PHRASE AN EXPERIENCE SAMPLING QUESTION  

  76. goo.gl/xVs7z9

  77. None
  78. LEAN USER RESEARCH METHOD OBSERVATION

  79. “IF YOU WANT TO BE A GREAT ARCHEOLOGIST, GET OUT

    OF THE LIBRARY!” - ???
  80. None
  81. FIELD STUDY CONTEXTUAL INQUIRY FLY-ON-THE-WALL SHADOWING ETHNOGRAPHY GUIDED TOUR

  82. 4 PILARS

  83. None
  84. LOOK FOR

  85. None
  86. TRY TO…

  87. VIDEO RECORD

  88. TAKE PHOTOS

  89. COLLECT ARTIFACTS

  90. SKETCHNOTE

  91. DON’T PITCH

  92. DON’T ASK WHAT THEY NEED

  93. DON’T ASK FOR FEEDBACK

  94. QUICK DEBRIEF

  95. WHAT SURPRISED YOU? EVALUATE YOUR STARTUP IDEA

  96. WHAT WAS MOST IMPORTANT TO THE PARTICIPANT? EVALUATE YOUR STARTUP

    IDEA
  97. WHAT STOOD OUT? EVALUATE YOUR STARTUP IDEA

  98. WHAT SHOULD WE DO DIFFERENTLY?

  99. EXERCISE

  100. LET’S WATCH 2 OBSERVATION SESSIONS

  101. LIST 4 PROBLEMS PARTICIPANTS HAVE

  102. None
  103. RECAP

  104. A GOOD PROBLEM TO SOLVE ALSO INCLUDES IDENTIFYING HOW MUCH

    PEOPLE CARE ABOUT IT
  105. A GOOD LANDING PAGE PROVES COMMITMENT #ASKTHEMTOPAYFORNOTHING

  106. A FUN WAY TO MINE PEOPLE’S LIVES BY ASKING ONE

    SIMPLE QUESTION #EXPERIENCESAMPLINGFTW
  107. THE POWER OF BEING A FLY ON THE WALL #OBSERVATIONOMG

  108. THERE ARE NO FACTS INSIDE THE BUILDING #INDY

  109. “DON’T BELIEVE EVERYTHING YOU SEE ON A POWERPOINT SLIDE JUST

    BECAUSE THERE’S A PICTURE WITH A QUOTE NEXT TO IT.” - ABRAHAM LINCOLN
  110. THANK YOU @tsharon leanresearch.co