“Life’s too short to build something nobody wants.”

Ash Maurya

MVP1 Week

the

Alexis Roqué@alexisroque

Co Founder

Alexis Roqué@alexisroque

Co Founder

Technology“Any su!ciently advanced technology is indistinguishable from magic.”Arthur C. Clarke

Design

“The simplest way to

achieve simplicity is

through thoughtful

reduction.”

John Maeda

Business“Business has only two functions: Marketing

and Innovation.”

Peter Drucker

Salesman Scientist

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LEARN

IDEAS

BUILD

MEASURE

CODEDATA

MVPMinimum Viable Product

If you are not embarrassed by the first

version of your product, you’ve

launched too late.

Reid Hoffman

Acquisition How do users find you?

Activation Do users have a great first experience?

Retention Do users come back?

Revenue How do you make money?

Referral Do users tell others?

Startup Metrics for Pirates: AARRR!

Acquisition How do users find you?

Activation Do users have a great first experience?

Retention Do users come back?

Revenue How do you make money?

Referral Do users tell others?

Before Product / Market Fit

Acquisition How do users find you?

Activation Do users have a great first experience?

Retention Do users come back?

Revenue How do you make money?

Referral Do users tell others?

Before Product / Market Fit

Acquisition How do users find you?

Activation Do users have a great first experience?

Retention Do users come back?

Revenue How do you make money?

Referral Do users tell others?

After Product / Market Fit

Pivot or Proceed?

Hoy would you feel if you cloud no longer use

[product_name]?

Very disappointed

Somewhat disappointed

Not disappointed (it really isn’t that usefull)

N/A - I no longer use [product_name]

False negative: “customers would have

liked the full product, but the MVP sucks,

so we abandoned de vision.”

Visionary complex: “but customers

don’t know what they want”

Too busy to learn: “ it would be faster to

just build it right, all this measuring

distracts from delight customers.”

CREATE THEVISION

RUN ANEXPERIMENT

CREATE ANMVP

FEEDBACK ANDRESEARCH

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Cost Structure

Solution

Key Metrics

UVP Unfair Advantage

Channels

Revenue Streams

Lean Canvas, Ash Maurya

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Cost Structure

Solution

Key Metrics

UVP Unfair Advantage

Channels

Revenue Streams

1 2 3

4

1

23

41

2

34

Product Risk

Customer Risk

Market Risk

Lean Canvas, Ash Maurya

Customer Segments

Early Adopters

Cost Structure

Problem

Existing Alternatives:

Solution

Key Metrics

UVP Unfair Advantage

Channels

Revenue Streams

Lean Canvas, Ash Maurya

Customer Segments

Early Adopters

Cost Structure

Problem

Existing Alternatives:

Solution

Key Metrics

UVP

Unfair Advantage

Channels

Revenue Streams

Lean Canvas, Ash Maurya

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Solution

Key Metrics

UVP

Lean Canvas, Ash Maurya

Empathy Map

Name the person Seeing

Feeling

Hearding

Doing

Customer Segments

User PersonaCustomer Segments

User PersonaCustomer Segments

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Solution

Key Metrics

UVP

Lean Canvas, Ash Maurya

Problem

Problem

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Solution

Key Metrics

UVP

Lean Canvas, Ash Maurya

Solution

Solution

High risk

UnknownKnown

Low risk

Prioritization Matrix

Solution

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Solution

Key Metrics

UVP

Lean Canvas, Ash Maurya

UVP

TemplateFor  ____________ (target customer)

who ____________  (statement of the need or oppertunity)

our (product/service name) is  ____________  (product category)

that (statement of benefit) ____________ .

Sample(s)For non-technical marketers

who struggle to find return on investment in social media

our product is a web-based analytics software that translates engagement metrics into actionable revenue metrics.

Geoff Moore’s Value Positioning Statement

UVP

Template[Proven industry example] for/of [new domain].

Sample(s)Flickr for video.Facebook for dogs.The Firefox of media players.

Venture Hacks’ High-Concept Pitch

UVP

Template“We help X do Y doing Z”.

Sample(s)We help non-technical marketers discover return on investment in social media by turning engagement metrics into revenue metrics.

Steve Blank’s XYZ

Customer Segments

Early Adopters

Problem

Existing Alternatives:

Solution

Key Metrics

UVP

Lean Canvas, Ash Maurya

Key Metrics

CREATE THEVISION

RUN ANEXPERIMENT

CREATE ANMVP

FEEDBACK ANDRESEARCH

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview

InterviewCost per Café con Leche

(from 1€ to 20€)

InterviewFreemium

(from 14,95€ to 199,95€ / month)

wufoo.com

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

AdWordsCost per Click (CPC)

(from 5€ / campaign)

google.com/adwords

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

SketchCost per page

(from 0,20€ / page)

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup

MockupCost per Service

(from 300€)

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers

Raise FundsFee

(5% fee to the funds collected)

kickstarter.com

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers Video

VideoPay per video

(from 39€ / video)

videolean.com

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers Video

Landing Page

Landing PageFreemium

(from 49€ / month)

unbounce.com

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers Video

Landing Page

Concierge MVP

Concierge MVP

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers Video

Landing Page

Concierge MVP

The Product

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers Video

Landing Page

Concierge MVP

The Product

Crash Test MVP

Crash Test MVP

makelean.com

Cost per MVP(from 2.499€ Coming Soon)

Multiscreen

Feedback

Social

Metrics

Payment

Reperts

Start Finish

Start

Start

Validate your idea with real users

without coding, design and risk.

Code Design Capital Risk

Prod

uct F

idel

ity

Coverage (Number of Customers)few

low

high

many

Interview Ad-Words-Campaign

Paper Sketch

Paper Mockup Raise Funds from Customers Video

Landing Page

Concierge MVP

The Product

Crash Test MVP

CREATE THEVISION

RUN ANEXPERIMENT

CREATE ANMVP

FEEDBACK ANDRESEARCH

CREATE THEVISION

RUN ANEXPERIMENT

CREATE ANMVP

FEEDBACK ANDRESEARCH

www.makelean.com @makeleanhello@makelean.com