The document discusses concierge MVPs, which are manual services that validate a product's value proposition without any software. It provides examples of concierge MVPs like Food on the Table delivering groceries manually and Zappos founder Nick manually fulfilling shoe orders placed online. It outlines assumptions to test with a concierge MVP like customer demand and willingness to pay. The document advises approaching a concierge MVP with a product hypothesis to test, criteria for success, and outlines execution steps like customer engagement and learnings to inform the next hypothesis to test.
3. What is an MVP?
What is a Concierge MVP?
3 Examples of Concierge MVPs
Assumptions for Concierge MVPs
Creating a Concierge MVP
WHAT WE WILL COVER
6. An MVP is the smallest solution that
delivers customer value.
(Bonus: And captures customer value)
WHAT IS AN MVP?
7. “The minimum amount of effort you
have to do to complete exactly one turn
of the Build-Measure-Learn feedback
loop.”
- Eric Ries
WHAT IS AN MVP?
*It is for learning not launching
8.
9. A manual service that consists
of exactly the same steps customers
would go through with your product.
“Concierge” (i.e. be the software)
WHAT IS A CONCIERGE MVP
12. • Creates weekly meal plans and grocery lists, and hooks
into grocery stores to find best deals on ingredients
• MVP was basic service with one store – no software at all
• Customers found through interviews in local
supermarkets
• Signed up 1st customer and dropped off groceries
weekly.Collected $9.95 on each visit!
TRUE CONCIERGE
Complete manual service
14. THE WIZARD OF OZ
Illusion of backend functionality
• Nick (Founder) went to local shoe store, took photos of
shoes and put them online
• Once the orders came in, he went to the store, bought
the pair that was ordered, shipped it, handled payments,
returns… all manually.
• He validated his theory that people will buy shoes online
16. ONE USE CASE
• Product functioned only for claims generation.
• We signed up three hospitals as ‘beta testers’
• Manually filled some claims at hospital site
• All claims sent went to our own database!
• Used this to learn about what hospitals’ needs.
Product works only for one use case
17. ASSUMPTIONS FOR A CONCIERGE MVP
• Who actually needs/wants to use this product
• Is there sufficient demand for this product?
• How do they use the product?
• Will they pay for the product?
• How much revenue can be made?
• Is this a solution that can be productized?
see Business Assumptions exercise – www.giffconstable.com
18. Approach:
What is the product hypothesis OR
value proposition that will be tested?
What does success look like?
1
CREATING A CONCIERGE MVP
19. Execution:
How would you execute the MVP?
(email, phone, in person)
How many customers would you engage?
Who are they? (names, roles, etc)
2
CREATING A CONCIERGE MVP
20. Learnings:
What does the customer data confirm OR
invalidate about the Concierge MVP?
What hypothesis would you test next?
3
CREATING A CONCIERGE MVP
(Bonus: and captures customer value)We’ll see how one of our case studies captures customer value in delivering the Concierge MVP
An MVP is used to test business hypotheses.
Concierge is a French word that broadly refers to an employee of an apartment, hotel or office who serves guests. Concierge is about service. Its about personalized service.
In the same way, the Concierge MVP involves manually delivering the solution, as a service to the customer, to see if the delivery matches the customer’s needs/expectations and makes the customer satisfied!
Ignoring the possible technical problems and implementation, would the product be attractive to the customers?
Illusion of backend functionality orinfrastructure. !
Making your product function for only asingle use case.!
Ignoring the possible technical problems and implementation, would the product be attractive to the customers?
Here are some assumptions that can form the basis for creating an MVP
A great way to map this is to use the business model canvas
Document your learning's. Show conversations, leads, everything.Review results and make a decision.
BTW This technique is not just for startups, but for any initiative