6. Auto/pers
What onal/comm
will you unities?
need to What do Who are
What can master? you offer? your
you Value? customer
outsource Uniqueness s?
to whom? ?
What do How to
you need communic
to build ate &
up? deliver?
How will
What you make
are my money?
costs?
7. Groupon: deal of the day in your inbox.
Get 50%-90% off the best stuff your city has to
offer.
8. Merchant Personal/Call
Acquisition Centers
Copy-writing
Automated/
Deal New, local Merchants
E-mail
selection customers
(guarantee #)
Consumers
Discounts
Direct sales
Email DB
Google ads
Personalization
engine Social media
50% commission
Cust. acquisition
Merchant (30% of revenue) 20% unfulfilled
Acquisition (sales =
groupons
½ employees) Churn
13. ”Startup is a temporary
organization with purpose to
search for a repeatable and
scalable business model.
S. Blank
Startup ~ research
14. State
Hypotheses
Pivot or
Experiment
persevere
15. State
Hypotheses
Pivot or
Experiment
persevere
16. parkr™
Bootstrapping:
parking scouts SMS
Help find Drivers in
parking Mobile app
GPS producers cities
Monetize
Near-location unused
notifier + UI parking App store
Community Viral
User credit
cards
Micro
Community commission
Platform (parking spotter)
17. parkr™
Bootstrapping:
parking scouts SMS
Help find
parking Mobile app Drivers in
GPS producers
cities
Monetize
Near-location unused
notifier + UI parking App store
Community Viral
User credit
cards
Micro
commission
Community
Platform (scouts)
18. Customers Problem
do I know who they are & how to reach top 3 customer problems?
them?
Pain level: must have vs nice to
Segment? Early adopter? have
Roles: user, economic buyer,
Awareness: active vs. latent
influencer, saboteur?
How do they search for Alternatives : how do they deal
products? with these problems today?
Solution
top 3 product features?
Do they solve the top 3 problems?
Barriers to adoption (e.g. fit/integration with existing workflow)?
Is my price accepted?
19. State
Hypotheses
Pivot or
Experiment
persevere
20. A 1st problem is… Would you pay $20 a
Does this resonate with month to use a tool like
you? How do you deal this?
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? Use Mocks
21. Trouble Parking in Brussels?
www.parkr.com
Find parking when you need it.
Park easily in busy streets of Brussels
Paying too much for parking?
www.parkr.com
Monetize your unused parking time and
help others find free parking!
23. Document
Hypotheses
Pivot or Experiment
persevere
24. CHEATSHEET
Customer problem pivot: same product, same segment,
different problem
Change of an aspect of Starbucks : started selling coffee beans & espresso makers
Segment pivot: same product , similar problem,
a business model different set of customers
e.g. consumers aren’t buying, enterprises have a similar problem
Successful startups Sometimes a pure marketing change
Technology pivot: repurpose the technology to solve a
change direction quickly more pressing or marketable problem
Product feature pivot: remove features for focus, or to
Based on learning add features for a more holistic solution
pay close attention to what real customers are doing
Revenue model pivot
e.g. from a premium customized, to a low price commoditized solution
Grounded in the vision e.g. from a one-time sale to monthly subscription or license fees
e.g. razor versus blade strategy
They keep one foot in the Sales channel pivot: use lessons learned from customers
to switch from direct sales
past and place one foot in E.g. distribution channel, ecommerce, white-labeling …
Product versus services pivot: if products are too
a new possible future different or too complex to be sold effectively to the
customer with the problem
bundle support services with the product, education offerings...
Vision: search space 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
25. Parkr™ foursquare for parking spots
Bootstrapping:
parking scouts SMS
Help find
parking Community Drivers in
GPS producers
cities
Monetize
Near-location unused
notifier + UI parking App store
Community Viral Cities
Promoting
User credit public
cards Mobile app
transport
App fee Micro
Building commission
Platform Community Subvention
(critical mass)
26.
27. IDEAS
Pivot Continuous
LEARN BUILD
Root-cause deployment
DATA PRODUCT
MEASURE
Metrics Lean startup
Feedback build-measure-learn loop
by Eric Ries
28. Counter-intuitive and Speed
beyond comfort zone If you’re really on to
something, there are other
Learn from the data 4-5 companies pursuing a
similar vision
You don’t get a gold star
for following the process
Techniques helpful, but
It’s okay to be you need to be very
opportunistic creative
…but stay grounded in
your vision Emotional rollercoaster
Find mentors
29. Lean Startup by Eric Ries Tools
startuplessonslearned.com leancanvas.com
theleanstartup.com/book leanlaunchlab.com
sllconf.com usertesting.com
Steve Blank KissMetrics, Piwik
steveblank.com uservoice.com
steveblank.com/books.html
Ash Maurya More references
ashmaurya.com businessmodelgeneration.com
runningleanhq.com (book) venturehacks.com
Dave McClure 500hats.typepad.com
AARRR: Startup metrics for paulgraham.com
pirates news.ycombinator.com/
Even more:
steveblank.com/tools-and-
blogs-for-entrepreneurs
30. Startup Weekend Talk to us
Brussels 21-23 October Vladimir Blagojevic
Featuring Ash Maurya ▪ vladimir
.blagojevic@sirris.be
brussels.startupweeken
▪ blog.launched.be
d.org
▪ @vladblagojevic
betagroup.be
Nick Boucart
Founder Institute & ▪ nick.boucart@sirris.be
MIC ▪ sinnobok.org
westartup .eu ▪ @nickboucart
techbrew.be ▪ Book: The art of software
innovation
Notes de l'éditeur
… developing solutions that cannot be specified entirely upfront… delivering customer value… involving a customer in software development… (iterative) product delivery - you build good products!
“I think GeoCities was the first proof that you could have something really popular and still not make any money on the internet”Webvan: Poster child of premature scaling Grocery business has razor-thin margins to begin with, it was never able to attract enough customers to justify its spending spree
What do you need for a successful business?
On LeanKanbanwe can ask the audience, and show filed by field. On XP Day we will do the workshop, and then ask each group and also show what we got.
What are the major risks?
Notsureaboutthisslide
Good for very early feedback, or choosing between alternativesMention measuring already
This experimentation approach does not stop when the product is finally deployed to users. You treat your feature/improvement ideas as hypotheses. You build them (or a minimal version that will allow you to learn) and deply as fast as possible. Agile practices are essential. You have to be able to iterate quickly and respond rapidly to customer feedback. Then you measure. You measure behaviour your feature was supposed to promote (e.g. whether email notifications bring customers back to the product), and monitor metrics that are relevant for your business. You also solicit feedback from your customers: both online, and face to face (e.g. usability tests). Pivoting at this later stage may mean simply rolling back the change (if it proves to have adverse – or even zero – effect). If you encountered a problem, you want to make sure you are dealing with it systemically, therefore root-causing (e.g. using 5Y). This practice can be also integrated with retrospects.