Ejemplos de startups usando las metodologias de Lean Startups y Customer Development, presentados no a nivel conceptual sino como casos de estudio incluyendo metricas y desarrollo a traves del tiempo.

1. #SGStartups

2. Lean
Startups
in
the
Real
World
Hugo
Stevens
Startup
Factory

3. The
Applica;on

4. How
it
started
Personalized
urban
alert
system
Personalized
intelligent
alert
system
for
urban
areas,
based
on
mobile
devices
to
aggregate
aBen;on
from
a
large
number
of
poten;al
users.

5. First
version

6. Current
App

7. User
growth

8. Growth
in
Pageviews

9. How
to
get
there:
Reference
Models

10. Keep
it
Simple:
Key
ques;ons
in
the
real
world
• Market:
– Who
is
the
customer?
What’s
their
pain?
How
much
would
they
pay?
• Solu6on:
– What
features
to
build?
Are
features
feasible
to
build/offer?
• Go-­‐to-­‐market:
– Which
Channels?
What’s
the
cost
per
channel?
Scalable?
• Business
Model:
– Sources
of
revenue?
Costs?
Plan
vs.
Real?
Profitable?

11. The
Process:
Find
the
right
combina;on

12. Tools
• Customer
interviews
– Problem
interview
– Solu;on
interview
• Product
Prototyping
– Open
source
plaQorms
(Wordpress,
etc.)
– Amazon
Web
Services,
web
providers
(SMS)
• Metrics
&
Analy6cs
– Google
Analy;cs
– Offline
sta;s;cs
• Financial
modeling
– Predicted
model
@
Excel
– Updates
based
on
real
metrics

13. The
process:
Step
by
Step
Build
+
Measure
+
Learn
1. Unbounce
+
Google
AdWords
2. Keynotopia
3. Weebly
+
dummy
content
+
basic
Google
Analy;cs
4. Wordpress
+
themes
+
real
content
+
conversions
@
Google
Analy;cs
5. AdWords
+
FB
ads
+
LinkedIn
Ads
+
social
distribu;on
6. Version
1.0
+
advanced
Google
Analy;cs
7. Version
2.0
+
usage
metrics
(mix
panel)

14. Key:
The
Not
To
Do
List
Don’t:
1. Speak
to
the
press
on
day
one
2. Build
a
complete
product
from
the
ground
up
3. Think
about
your
idea
for
6
months
4. Build
an
architecture
for
1,000,000,000
users
5. Try
to
change
users’
behavior
6. Add
1,000
features
7. Start
with
a
big
team

15. The
Process:
how
to
know
if
you’re
right?
AARRR
1. Acquisi;on
2. Ac;va;on
3. Reten;on
4. Referral
5. Revenue

16. Which
metrics
go
where?
(and
in
what
order)
Metrics
vs.
element
to
validate
1. Market
metrics:
Acquisi;on
&
Ac;va;on
• Search
volume,
CTR
2. Product
metrics:
Ac;va;on
&
Reten;on
• Conversion
%,
A/B
tests
for
features,
reten;on
3. Distribu;on
metrics:
Acquisi;on
&
Referrals
• Cost
per
channel,
volume
per
channel,
viral
coefficient
4. Business
Model
metrics:
Revenue
+
all
others
• Revenue
per
user,
LTV
Metrics
per
unit
(i.e.
%’s)!
(vs.
vanity
metrics)

17. Real
World
Metrics
• Key
metrics:
– Users
looking
for
traffic
informa;on
(market
pain):
– CTR:
15%
for
main
keywords,
3%
overall
– Interviews
with
customers
confirming
need
for
personalized
alerts

18. Real
World
Metrics
• Key
metrics:
– Users
finding
the
product
interes;ng
(product
features):
– Conversion:
12%
overall
(80%
complete
registra;on
process)
– Started
lower;
ini;ally
about
50%
dropped
during
registra;on
process.
Improved
design,
overhauled
registra;on
process
– Customer
Acquisi;on
Cost:
made
adjustments
that
cut
it
in
half
– Aner
registra;on,
between
40%-­‐50%
of
users
clicked
on
links
for
smartphone
versions
of
the
applica;on
(1.
BB
2.
iPhone
3.
Android)
– Distribu;on
of
mobile
apps
at
Appstores
doubled
user
base
in
4
weeks
–
without
promo;onal
ac;vi;es

19. Real
World
Metrics
• Other
hypotheses:
– Imperfect/incomplete
product
s;ll
beBer
than
alterna;ves
– Sharing
FB/personal
info
is
ok
for
users
(also
faster/simpler)
– Simplicity
in
interface
is
key
(vs.
compe;;on)
– Confirm
CTR
@
different
mediums
(cell
phones
vs.
smartphones,
display
ads
vs.
clickable
ads,
personalized
coupons,
etc.)
– Confirm
CPC
and
who
pays
(agencies
vs.
marke;ng
departments)

20. Lessons
Learned
Lessons
&
recommenda6ons
1. Pick
a
large
poten;al
market
to
begin
with
2. Focus
on
what
users
are
already
trying
to
do
3. At
the
beginning,
it’s
Pass/Fail,
not
A/B
4. Mobile
first
(and
it’s
very
different
from
desktop)
5. Don’t
push
features
–
test
your
roadmap
6. Do
quick
experiments
–
start
with
the
expected
results
7. It’s
not
about
money
-­‐
tes;ng
a
whole
concept
can
cost
as
liBle
as
$500
USD
8. Almost
anything
can
be
tested:
physical
products,
physical
distribu;on,
etc.
9. Distribu;on
is
king
–
consider
all
channels
(online
&
offline)
and
mul;ple
plaQorms
10. React
quickly
–
the
market
doesn’t
wait

21. Summary
of
results
Key
numbers:
1. User
growth:
~3.5X
2. Pageviews
growth:
~10X
3. Pages/vist
growth:
~2.5x
4. User
acquisi;on
reduc;on:
~10X

22. Next
Steps
To
infinity
and
beyond
(but
only
the
paranoid
survive)

23. Tools
Learn
to
use
all
of
these:
1. In-­‐person
interviews
2. Unbounce
3. Wordpress
+
themes
4. Google
Analy;cs
5. AdWords/FB
ads/AdMob/LinkedIn
ads
6. Social
media
tools
7. Keynotopia
8. Paypal
9. MixPanel
10. Lean
Launch
Lab
11. Phone
calls
12. Stands
@
physical
stores/flyers/etc

24. Contact
Hugo
Stevens
www.StartupFactory.com.mx
Disruptors.mx
@hugostevens