Should you care about Lean & Cust Dev ?FROM MY EXPERIENCES AS AN INTRAPRANEUR, PRODUCT MANAGER & ADVISORY ROLE TO FEW INDIAN STARTUPS.

ThiyagaRajan M, now – Sr PM Quickbooks Online, Fellow- iSPIRT, twitter.com/mtrajanPreviously – Intrapranuer, Innovation Leader (Intuit), Entrepreneur (Mobile), Engineer, Communities – LeanMantra, MoMoB.in

Great Startups foundation

on

Unique yet Counterintuitive

Insights

Figment of imagination vs hallucination vs assumptions

Gaming company in IndiaA STORY FROM NOT SO LONG AGO

US Game + Indianization = Success in IndiaFOUNDING INSIGHT

Car Racing + Indianization = Success in IndiaBELIEF DURING DEVELOPMENT & LAUNCH

Car Racing + Autos = Success in IndiaBELIEF DURING DEVELOPMENT & LAUNCH

Racing + Autos = Game Broke recordsAT LAUNCH WITH CELEBRITIES

Racing + Autos = Disaster in EngagementPOST LAUNCH

Aspiration Value Of Driving American Cars More Important For Young Age Target AudienceACTUAL INSIGHT INTERVIEWING CUSTOMERS

Lean helps early testing of your beliefs

What to learn & test ?

Idea(165 chars) <–> Persona(∑ 5 names) FIRST AN EXERCISE –> WRITE DOWN

What you know & don’t ?(EXERCISE CONTD) ASSUMPTIONS – WRITE DOWN

Problem, Revenue, Channel(EXERCISE CONTD) 3 CRITICAL ASSUMPTIONS

Problem = Job to be done + Friction(EXERCISE CONTD)

Leap Of Faith Assumption(EXERCISE CONTD) - WHICH IF NOT TRUE IDEA INVALIDATES

Frame Hypothesis – A Verifiable StatementFRAMING AS IF ‘X’ THEN ‘Y’

Assumptions = Learning Goal

Build – Measure – Learn

Number of Customers Reached

Minimum Viable Product Fidelity

low

high

few many

Customer Interviews

Paper Sketch

Paper Mockup

Concierge MVP

Working Software Prototype

The Product

Video

Landing Page + Google Adwords Campaign

Digital Wireframe(s)

Minimum Viable Product (MVP)

Should you care about Lean & Cust Dev ?

Great in theory, hard in practice

Generic model applies specifically

Strong opinion weekly heldEASIER SAID THAN DONE

Easy to mess up with customer interviewsHTTP://WWW.YOUTUBE.COM/WATCH?V=AHG6QCGOAY4&HD=1

Scrappy becomes crappy

Experiment Failure = Invalidation of MVP or HypothesisTRUST, VISUAL DESIGN, BEHAVIOR CHANGE

Pivot or Rivot HOW MANY WILL IT TAKE ?

Cost of an experimentCOST OF DOING VS LEARNING

Right sample size, control variables & base metricVERY SUBJECTIVE

3 takeaways1. Lean / Customer Dev is a risk reduction tool in new product

development. ◦ Changes mindset to learning instead of execution and focusses on customer immersion early in cycle.

2. Customer interviewing & running experiments is a critical skill to build and learn

◦ Practice interviewing through asking right probing questions and in experimentation in understanding of interpreting of results.

3. Focus on key principles of build, measure & learn not process.

ThanksQUESTIONS

Appendix

Value & Growth hypothesis mix up

Experiment failure or Invalidated Hypothesis

Think about market firstConsumer Small Business Enterprise

India Exploded Inflection around the corner Just germinating

Global Cultural Context a barrier to leverage Sweet

SpotAccessible and

addressed

For Indian Entreprenuer