i want my mvp: a minimum viable guide to minimum viable products

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A minimum viable guide to minimum viable products Alastair Lee, Product Tank, Jan 2016 PILOT WORKS

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Aminimumviableguidetominimumviableproducts

AlastairLee,ProductTank,Jan2016

PILOT WORKS

Hello.I’mAlastairfrom

PILOT WORKS

We’repilotworksWe’reproductmanagementandservicedesignconsultancybasedinBristol

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Whatshallwebuild?

Wehelpteamsdefinetheproductsandservicestheyneedtodelivertomeetuserneedsandachievebusinessgoals.

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UserneedsBusinessgoals

ConstraintsIdeas Validation

Understandtheproblem Understandthesolution

WeoperatemainlyinthisDiscoveryspace.Weworkwithteamscollaborativelytounderstandtheproblem,throughworkshops,stakeholderinterviews,deskresearchanduserresearch.Thenwedevelopideasandtesttheminvariousways.

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Ideas Validation

Understandthesolution

✓Delivery

Whenwe’redone,everyonecanbeconfidentthattheproductorserviceorfeaturethatwe’reabouttodeliverislikelytocreatethedesiredoutcomes.

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MinimumViableProduct

todaywe’regoingtotalkabouttheconceptofminimumviableproductorMVP

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NottobeconfusedwithMPVs,whichisaboringkindofcar.

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MinimumViableProduct

ThereisafairamountofconfusionoverMVPs.Theyhaveabadreputationwithmanydesignersandproductpe0ple,oftenbecause‘takinganMVPapproach’meansreducingaproducttocorefeaturesandremovinganythinginnovative,riskyordelightful.Theverysamethingsthatgetus(andoftenusers)excited.Butitdoesn’thavetobethatway.

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Minimumviableproductisthesmallestpossible

productthatisvaluable,usableandfeasible

MartyCagan

TherearetwoschoolsofthoughtonthemeaningofMVPs.Botharecompatible,it’sjustaquestionoflabelling.MartyCagandefinesMVPasthesmallestversionofyourproductthatmightsucceedinbeingvaluable,usableandfeasible.Forhimit’srelease#1ofyourproduct.

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Theminimumviableproductisthatversionofanew

productwhichallowsateamtocollectthemaximum

amountofvalidatedlearningaboutcustomerswith

theleasteffort.

EricReis

InLeanStartupEricreferstoMVPasthethingyoudo/makethatenablesthecollectionof‘validatedlearning’.Thisisabroaderdefinition.ForEric,it’snotjustaboutbuildingtightlyscopedproducts,it’saboutexperimentingtolearnwhatworks.MartycallstheseexperimentsMVPTests.It’sthiswiderdefinitionthatwe’relookingathere.

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Problem

Lets’srecapontheproblemthatMVPsaremeanttosolve.

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Peoplehaveideasaboutwhatdodowiththeirwebsiteorapporwhatever.Theythinkthatiftheyexecutetheideastheywillcreatetheoutcomestheycareabout,likemoreusersbuyingmorestuffmoreoften,forexample.

Ideas

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IdeasSotheydolotsofdesignworktomaketheiridealookreallycool.

Design

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IdeasDesignBuild

…andthentheyspendtimedoinglotsdevelopmentwork.Oftenmuchmorethanexpected.

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IdeasDesignBuild

Assum

ptions

Assum

ptions

Assum

ptions

Assum

ptions

Assum

ptions

Buttheideasarebuiltonlotsofassumptionsaboutuserbehaviourandthecostofdeliveringtheproductandothersuper-importantthings.

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Assumptio

ns

IdeasAssumptionsAssumptions

Assumptions

Assumptions

DesignBuildWaste

Andifsomeofthoseassumptionsarefalse,thenthewholethingfallsapart.Andwe’releftwithalotofwastedtimeandeffort.Andnobodylikesthat.

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MVPstestassumptions

SoMVPsareawaytotestassumptionsinthemostefficientwaypossible,toavoidallthatwaste.

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Whathastobetrueforthistowork?

Someassumptionsaremoreimportantthanothers,Ericcallsthese‘LeapofFaith’assumptions’.It’sjustcommonsensetotestthesethoroughlybeforebettinglotsofresourcesonyourideas.Whatassumptionsthisbasejumpermaking?

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Sellitfirst Slice

TypesofMVP

Prototype Manual

Want it?

SohowdoweuseMVPstotestassumptions?AndwhatkindofMVPworksinwhatkindofsituation?Ihavedividedtheminto4groups.We’llstartwiththe‘Sellitfirst’MVP.

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MVPtype1:Sellitfirst

Landingpage CrowdfundingVideodemo

Theideaissimple.Createsomethingthatsellsyourofferandtrackthenumberofpeoplethatexpressaninterest….beforeyoubuildanything.

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MVPtype1:Sellitfirst

Forwhenyouneedto

validatedemand

Usethisapproachwhenyourleapoffaithassumptionsinclude‘peoplehavetheneedmyproductisaddressing’and‘peoplewillbuymysolution’-whichisprettycommon,right?

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TypesofMVP

Sellitfirst SlicePrototype Manual

Want it?

PrototypesareanotherformofMPV.

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Paper Lo-fi Hi-fi

✓flowandIA

✗realisticreactions

✓collaborative

✗iteration/sharing✓realisticreactions✗toogood?

Faster Slower

MVPtype2:Prototype

Therearedifferentkindsofprototype,eachhasprosandcons.

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Forwhenyouneedto

validatethepropositionand/orfeatures

MVPtype2:Prototype

Prototypesareusefulwhenyouwanttoexplorewhatpeoplefindvaluableinyourpropositionandhowwellyourdesignisworking.Prototypesareusefulforlotsofthings.Usethem!

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TypesofMVP

Sellitfirst SlicePrototype Manual

Want it?

ManualMVPsarethosewhereyoudelivertheproductexperiencebyhandinordertogatherfeedbackbeforebuildingcomplexsoftware.

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Concierge

MVPtype3:ManualMVP

Therearetwotypes-theConciergeMVPiswhenyoudeliveraservicebyhand,andthecustomerisaware.Itwon’tscalebutit’sgreatforlearningwhatworksforcustomersbecauseyou’retherewiththem.

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Wizard of oz Flint-stoninga.k.a

MVPtype3:ManualMVP

ThesecondtypeofManualMVPisoftencalledWizardofOzorFlintstoning.Basicallyitfeelslikesoftwaretotheuserbutbehindthescenespeoplearebusydoingthework.

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Forwhenyouneedto

understandwherethevalueis

MVPtype3:ManualMVP

ManualMVPsaregreatforwhenyouneedtounderstandwhat’sinvolvedindeliveringavaluableexperiencetoaserviceuser.Orwhenyouwanttovalidatethatit’spossibletodelivervalueandgetpaid,beforeyoubuildalotofsoftware.

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Sellitfirst SlicePrototype Manual

Want it?

TypesofMVP

ThelasttypeistheSliceMVP

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Minimumviableproductisthesmallestpossible

productthatisvaluable,usableandfeasible

MartyCagan

ThesliceMVPisisbacktowhatMartytalksabout.Youareactuallybuildingyourproduct,butonlytheminimumthat’srequiredtodeliverthepropositioneffectively.

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Feasible

Valuable

Usable

Delightful

Usable

DelightfulVia Jussi Pasanen, @jopas

Notthisslice Thisslice

Feasible

Valuable

MVPtype4:SliceMVP

Rememberthatit’stheverticalslice,notthehorizontalslice,thatweneedtothinkabout.Itneedstobeavaluable,usableandfeasible-andalittlebitdelightful-inordertobeactuallyviable,meaningsomeonewillwanttouseitandpayforit(insomeway).

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If you’re lucky

HenrikKnibergsumstheideaupinthisdiagram.Eachiterationbevaluable,usableandfeasible.

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Chooseyourslice

Sohowmightyousliceyourproductupsothatyoudeliversomethingvaluableusableandfeasibleandtestyourkeyassumptionswithoutriskinglotsofwastedeffort?

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Sliceby

Targetpersona

Find early adopters

Youcould(andshould)focusonaspecifictargetuser.Inastartupcontextthisshouldbeyourearlyadopters,becausetheyaremorelikelytoengagewithalessfinishedproductandwillgiveyougreatfeedback.Findthem!

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Sliceby

Usecase

Youcouldfocusonacoreusecase.Notalltheotherones.Justthemainone.Oronethatifitworksthentherestcanfollow.Butifitdoesn’tthenyou’rekindofdone.

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Sliceby

Category

YoucouldchoosetostartwithjustburgersifyouraBBQdeliverycompany,orjustbooksifyou’reAmazon.Somethingthatiseasiertostartwithandprovesthemodel.

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Sliceby

Location

Orstartwithsinglelocationwhereyourmarketingmoneywillgomuchfurtheroryourcostswillbemuchlower.

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Forwhenyouneedto

begintocapturevalue

MVPtype4:SliceMVP

TheSliceisforwhenyouneedtoactuallyshipaproductandbegintomakesomemoney.Andforwhenyouwanttoknowifthat’spossible.

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Ihavewrittenmoreonthetopicofthesliceherehttp://www.mindtheproduct.com/2013/03/the-power-of-the-perfect-slice/

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Sellitfirst SlicePrototype Manual

Want it?

TypesofMVP

That’sitformywhistlestoptourofMVPsandwhentousewhen.Ihopeyoufoundituseful.

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Waste

Remember,testthoseassumptionsand….

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Waste

…andreducethewaste!:)

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@tsharon@ericries @jboogie @cagan

Furtherreading

Lotsoffurtherdetailandwisdomfromtheseguysonthetopic.

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Thankyou!

@docket

[email protected]

Getintouchifwecanhelp,orjusttosayhi.Alwayskeentodiscussthisstuff.