Lean Startup an Introduction

An introduction into the lean startup methodology...

Transcript

1. ! ! ! ! Lean StartUp Introduction 1
2. 2 Esther Gons ! @wilg wilgengebroed.nl
3. Lean Startup basics 3
4. A Startup is a temporary organization searching for a scalable and repeatable Business model ! Steve Blank 4
6. 6 Find a product (service) the market wants
7. 7 Find a product (service) the market wants Scale a company around that product
8. 8 Find a product (service) the market wants Scale a company around that product
9. 9 Learn Confirm
10. • startup overzicht tekening 10
11. 11 Where do I start?
15. 15 It is about finding the few that matter!
19. 19 A set of tools to help you test your way to your vision
20. 20 Learn Confirm
22. 22 “The version of the product that allows a team to gather the maximum amount of validated learning with the least amount of effort.” - Eric Ries
23. 23 Sticky —> user and customer retention
 Viral —> organic user growth by having people bring other users Paid —> pay to get new customers to the door
24. 24 “Structured course correction to test a new fundamental change about the product, strategy and engine of growth.”
25. 25 Validating ‘job to be done’
26. 26 Validating Solution
27. 27 Validating Market
28. The BusinessModelCanvas 28
30. 30 http://www.businessmodelgeneration.com
31. 31 Exercise
34. Decide on the hypothesis you’re going to test ! Brainstorm a few different tests, offline and online ! Choose a test and set a minimum success criteria ! Run the test, GOOB ! Analyze ! ! 34
35. Minimum success criteria 35
37. (In)validate & re-iterate ! 1) (In)validate your assumption based on your findings and your Minimum succes criteria 2) Reiterate on business model & design a new experiment 37
38. 38 Validating ‘job to be done’
39. Tools to help you find and define that customer
40. A Startup is a Founder driven Customer development team ! Steve Blank 40
42. not everyone is your customer 42
43. focus on Earlyvangelists ! 1) Has a problem 2) Is aware of having a problem 3) Has been actively looking for a solution 4) Has put together a solution out of piece parts 5) Has or can acquire a budget 43
44. 44 Early evangelists ( Experts) Advisors Advocates Customer?
47. ! ! 5 min: brainstorm multiple possible customers ! 2 min: Decide as a team with which one you want to work 47
48. ! ! ! Now who is that customer? 48
49. Persona 49
51. 51 Persona DATE Behaviors Needs & Goals Facts
52. Make one persona with that 52
53. Tools that help you validate your assumptions 53
54. Interview ! to validate customer or problem hypothesis
55. Steps in Interview Process Step 1: Preparation ! Step 2: Interviews ! Step 3: Data Analysis ! Step 4: Capture Learnings 55
56. ! ! ! Step 1: planning your explorative interviews 56
57. Know your goals ahead of time!
    ! Use no script, allow interview to go off track !
59. ! ! ! Step 2: doing the interview 59
60. Interview Setup ! 1) Find out if they are the customer 2) Explore their world view 3) Get commitment or advancement 60
61. What do I ask? 61
62. 62 You’re looking for emotions Frustration. Excitement. Things they care about
64. 64 People lie They want to be polite They want to get rid of you They want something from you afterwards They don’t care
65. ! ! ! ! Good or Bad questions? ! (by @robfitz) 65
66. ! ! Do you think it’s a good idea? 66
67. ! ! Do you think it’s a good idea? 67
68. ! ! Would you buy a product which solved this problem? 68
69. ! ! Would you buy a product which solved this problem? 69
70. ! ! How do you currently deal with this problem? 70
71. ! ! How do you currently deal with this problem? 71
72. ! ! Talk me through the last time you had this problem 72
73. ! ! Talk me through the last time you had this problem 73
74. ! ! How much would you pay for this? 74
75. ! ! How much would you pay for this? 75
76. ! ! How much money does this problem currently cost you? 76
77. ! ! How much money does this problem currently cost you? 77
78. ! ! Is there a budget for it? 78
79. ! ! Is there a budget for it? 79
80. ! ! Who else should I talk to? 80
81. ! ! Who else should I talk to? 81
82. Mom test ! If you asked your parents, could they lie to you? ! (Never ask for people their opinion) 82
83. 83 Ask about Frequency & Details
84. 84 Ask about current solutions
85. 85 Ask about past behavior
86. ! Did we make progress? ! You just walked out of a meeting with this result. ! yes/no ! (by @robfitz) 86
87. ! ! Sounds great. I love it! 87
88. ! ! Sounds great. I love it! 88
89. ! ! Brilliant, let me know when it launches. 89
90. ! ! Brilliant, let me know when it launches. 90
91. ! Compliment
    + Stalling tactic
    They don’t care 91
92. ! ! There are a couple of people I can intro you to, when you’re ready 92
93. ! ! There are a couple of people I can intro you to, when you’re ready 93
94. ! Partial commitment
    (Is there a valid reason he can’t connect you now?) 94
95. ! ! I would definitely buy that! 95
96. ! ! I would definitely buy that! 96
97. Commitment is the best 1) Ideally, they give you money ! 2) If not, the conversation needs to advance a) Permission to contact again b) Clear next meeting c) Introduction to decision-maker d) Commitment to run a trial e) Pre-purchase 97
98. ! Compliments are not commitments 98
99. ! Remember 99
100. ! Know your goals and questions ahead of time! 100
101. ! Use no script, allow interview to go off track 101
102. Be Sherlock, investigate: ! If you hit a strong signal, ask around it. --> Drill Down into it! --> Five Why’s, root cause analysis. 102
103. Do interviews in teams of two 103
104. Use quick symbols to indicate signals
105. ! ! Listen, don’t talk 105
106. ! ! Encourage, but don’t influence. 106
107. ! ! Parrot back or misrepresent to confirm 107
108. ! ! ! Always ask for referrals. 108
109. Write down the things they say.
     ! Using the words they are using
110. Preferably write every answer on a new card or sticky note
111. Do interviews in teams of two 111
112. ! ! ! Step 3: Data Analysis 112
114. Look for patterns
115. ! ! ! Step 4: Capture Learnings 115
116. (In)validate & re-iterate ! 1) (In)validate your assumption based on your findings and your Minimum succes criteria 2) Reiterate on business model & design a new experiment 116
117. http://momtestbook.com 117
118. 118 Validating Solution
119. Smoke test
120. Explainer video 120
121. Landing page 121
124. How to get traffic Adwords! Email! Facebook (posts or ads)! Twitter! Google! Quora/Yahoo answers! Interviews! +more
125. Surveys 125
127. Crowdfunding 127
128. Protoyping 128
131. Existing tools and some handwork 131
132. 132 Validating Market
133. Dummy features 133
134. Metrics 134
135. Stay away from vanity metrics 135
137. http://www.slideshare.net/ andreasklinger/startup- metrics-a-love-story 137
139. Recap 139
140. 140 Have your canvas where you can see ! Decide on what you want to learn ! Find your customers and talk to them! Iterate on that.
141. “lean startup seems obvious, almost common sense, but it is much harder to do in practice.”
     ! @joelgascoigne/buffer 141
142. Now how to keep at it 142
143. Braintrust 143
144. 144 ! What did I learn? How did I iterate? ! ! ! ! ! What assumption do you want to test? How are you going to test it? What are your Criteria? !
145. Esther Gons @wilg wilg@wilgengebroed.nl 145