lean startups-mini-xp-days
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Lean Startup™: a Learning Organization
@vladblagojevic@nickboucart
@sirris_be
Agile Development is good for…
Will agile help them build better products?
Welcome to the world of startups
Build it, and they will come…(good products = big bucks)
Right?
Google Wave
Startup is more than product alone
What do you need for a successful business?
Tool #1: Business Model Canvas
Who are your customers?
What do you offer?Value?Uniqueness? How to
communicate & deliver?
Automatic PersonalCommunities?
How will you make money?
What do you need to build up?
What will you need to master?What
can you outsource to whom?
What are my costs?
Exercise #1: fill in a canvas
Groupon: deal of the day in your inbox.
Get 50%-90% off the best stuff your city has to offer.
Your own idea?
Merchants
ConsumersDiscounts
New, local customers (guarantee
#)
Automated/E-mail
Social media
Personal/Call
Centers
Direct sales
Merchant Acquisition
Deal selection
Email DB
50% commission
Personalization engine
20% unfulfilled groupons
Cust. acquisition
(30% of revenue)
Google ads
Merchant Acquisition (sales = ½ employees)
Copy-writing
Churn
Website
Part IIEntrepreneurship as a science
began with PDA payment tool
began as a MMO game
What happenedhere?
Conditions of extreme uncertainty
Who is the customer?
What do they value?
What is our product anyway?
The guessing game
guess
guess
guess
guessguess
guess
guess
guess
guess
”Startup is a temporary organization with purpose to search for a repeatable and scalable business model.
S. Blank
Startup ~ research
Entrepreneurship as a science
State Hypothes
es
Experiment
Pivot or persever
e
State your Hypotheses
State Hypothes
es
Experiment
Pivot or persever
e
Sketch your Business
Drivers in cities
Help find parking
Monetize unused parking
SMS
Mobile app
Micro commission
App store
Viral
Bootstrapping: parking
scouts
Community
User credit cards
parkr™
GPS producers
Near-location
notifier + UI
Community (parking spotter)
Platform
Identify Major Risks
Drivers in cities
Help find parking
Monetize unused parking
SMS
Mobile app
Micro commission
App store
Viral
Bootstrapping: parking
scouts
Community
User credit cards
parkr™
GPS producers
Near-location
notifier + UI
Community (scouts)Platform
Good start: problem-solution fit
Customers do I know who they are & how to
reach them?
Segment? Early adopter? Roles: user, economic
buyer, influencer, saboteur? How do they search for
products?
Problemtop 3 customer problems?
Pain level: must have vs nice to have
Awareness: active vs. latent Alternatives : how do they
deal with these problems today?
Solutiontop 3 product features?
Do they solve the top 3 problems? Barriers to adoption (e.g. fit/integration with existing
workflow)? Is my price accepted?
cheatsheet
Experiment
State Hypothes
es
Experiment
Pivot or persevere
Example 1: Problem-Solution Interview
A 1st problem is… Does this resonate with you? How do you deal with it today? Is it a must-have?...
This is how our solution looks today (screen per problem). Which of the screens resonated the most? Which could you live without? Are there any additional features you think are missing?
Would you pay $20 a month to use a tool like this?
Use Mocks
Example 2: Landing Page Experiment
Call t
o
actio
n
Trouble Parking in Brussels?www.parkr.comFind parking when you need it. Park easily in busy streets of BrusselsPaying too much for parking?www.parkr.comMonetize your unused parking time and help others find free parking!
Example 3: Fake your ProductConcierge MVP Wizard of Oz
Pivot or persevere
Document
Hypotheses
Experiment
Pivot or
persevere
What is a pivot?
Change of an aspect of a business model Successful startups
change direction quickly Based on learning
Grounded in the vision They keep one foot in
the past and place one foot in a new possible future
Vision: search space
CHEATSHEET
Customer problem pivot: same product, same segment, different problem
Starbucks : started selling coffee beans & espresso makers
Segment pivot: same product , similar problem, different set of customers
e.g. consumers aren’t buying, enterprises have a similar problem
Sometimes a pure marketing change
Technology pivot: repurpose the technology to solve a more pressing or marketable problemProduct feature pivot: remove features for focus, or to add features for a more holistic solution
pay close attention to what real customers are doing
Revenue model pivote.g. from a premium customized, to a low price
commoditized solutione.g. from a one-time sale to monthly subscription or
license feese.g. razor versus blade strategy
Sales channel pivot: use lessons learned from customers to switch from direct sales
E.g. distribution channel, ecommerce, white-labeling …
Product versus services pivot: if products are too different or too complex to be sold effectively to the customer with the problem
bundle support services with the product, education offerings...
Major competitor pivot: react when a major new player or competitor jumps into your space
one of the above pivots to build your differentiation and stay alive
Gather data, draw conclusions
Drivers in cities
Help find parking
Monetize unused parking
SMS
Mobile app
Micro commission
App store
Viral
Bootstrapping: parking
scouts
Community
User credit cards
Parkr™ foursquare for parking spots
GPS producers
Near-location
notifier + UI
Building Community
(critical mass)Platform City
budget
Community
App fee
CitiesPromoting
public transport
Closing words
Onto the Product Development
Lean startup build-measure-learn loop
by Eric Ries
IDEAS
BUILD
PRODUCT
MEASURE
DATA
LEARNContinuous deployment
Pivot Root-cause
MetricsFeedback
SPEED!
#tips from the trenches
Counter-intuitive and beyond comfort zone
Learn from the data You don’t get a gold
star for following the process
It’s okay to be opportunistic …but stay grounded
in your vision
Speed If you’re really on to
something, there are other 4-5 companies pursuing a similar vision
Techniques helpful, but you need to be very creative
Emotional rollercoaster
Find mentors
References
Lean Startup by Eric Ries startuplessonslearned.com theleanstartup.com/book sllconf.com
Steve Blank steveblank.com steveblank.com/
books.html Ash Maurya
ashmaurya.com runningleanhq.com (book)
Dave McClure AARRR: Startup metrics
for pirates
Tools leancanvas.com
leanlaunchlab.com usertesting.com KissMetrics, Piwik uservoice.com
More references businessmodelgeneration.com venturehacks.com 500hats.typepad.com paulgraham.com news.ycombinator.com/ Even more:
steveblank.com/tools-and-blogs-for-entrepreneurs
Local
Lean Startup Circle Brussels ICAB, Beta Group Co-
Working space www.meetup.com/lean-
brussels/ Startup Weekend Brussels
/Eindhoven Lean Startup Machine
Rotterdam betagroup.be Founder Institute
& MIC westartup .eu techbrew.be
Talk to us
Vladimir Blagojevic▪ vladimir .blagojevic@sirris.
be▪ launched.be▪ @vladblagi
Nick Boucart ▪ nick.boucart@sirris.be▪ Blog.sirris.be▪ @nickboucart▪ Book:
The art of software innovation
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