We Built It, And They Didn't Come!
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We Built It, And They Didn't Come!

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Talk at LeanConf 2013 & WebExpo Prague 2013.

Talk at LeanConf 2013 & WebExpo Prague 2013.

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  • This almost makes me angry is how good the presentation is, because we have made some of the exact same mistakes and have similar experiences, especially w.r.t. Enterprise cycles. Thanks for stringing it together so eloquently Lukas!
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  • Nice Presentation
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  • Nice Presentation
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  • Good presentation. Thanks, Lukas!
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  • @lfittl Ah, that makes perfect sense, I agree, you don't need to repeat that cycle for every execution loop!
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We Built It, And They Didn't Come! Presentation Transcript

  • 1. #LeanConf We Built It, And They Didn’t Come! @LukasFittl
  • 2. About Myself Co-Founded 4 tech startups, worked with many others 2007 - ’10 2011 - ’12 since 2011 since 2013
  • 3. Recently:
  • 4. Also: &
  • 5. Let me introduce you to: started October 2010
  • 6. Actual Revenue: 0 EUR
  • 7. First of all, lets talk about the Team
  • 8. Lukas Design & Development Michael DevOps Christian Sales & Marketing
  • 9. Lukas Design & Development Michael DevOps Christian Sales & Marketing
  • 10. Lukas Design & Development Ash DevOps Emiliano Sales & Marketing
  • 11. Lukas Design & Development Ash DevOps Emiliano Sales & Marketing
  • 12. Design & Development DevOps Sales & Marketing
  • 13. Lukas Design & Development Michael DevOps Sales & Marketing
  • 14. Lukas Design & Development Michael DevOps Sales & Marketing
  • 15. Lukas Design & Development Andreas DevOps Sales & Marketing
  • 16. Lukas Design & Development Andreas DevOps Sales & Marketing
  • 17. Lukas (2011) Lukas (Today) What did I learn? Design & Development DevOps Sales & Marketing
  • 18. Distribution Product Business
  • 19. Product 1. The Art of Launching Your MVP 2. Radically Different Value Propositions 3. The Ideation Switch
  • 20. Product 1. The Art of Launching Your MVP 2. Radically Different Value Propositions 3. The Ideation Switch
  • 21. Launch = Make your Product available to (some) customers Not: Press Launch!
  • 22. What we had at Efficient Cloud: TODO IN PROGRESS Task Task Task Task Task DONE Task
  • 23. Risk UILD B UILD B ILD BU Time Release!
  • 24. In a group of Developers, its really dangerous to just “get things done”
  • 25. IDEAS LEARN BUILD DATA PRODUCT MEASURE Experiment
  • 26. Risk BUILD BUILD BUILD BUILD Release! Release! Release! Release! Time
  • 27. Charged Customers $200 / month from Day One
  • 28. What we have at Spark59/USERcycle:
  • 29. Perfection: 3+ months Build: Full Prototype Measure: “Successful” Launch Learn: (within months)
  • 30. Iteration: 2-3 weeks Build: Weekend Prototype Measure: Customers commit to buy Learn: (within days)
  • 31. Dictates how fast you can learn Experiment Scope Your Runway How long you can survive
  • 32. Product 1. The Art of Launching Your MVP 2. Radically Different Value Propositions 3. The Ideation Switch
  • 33. Hosting Company, this helps you implement PaaS and still get a lot of customers onto one server. (But you need SSD drives.)
  • 34. Sounds complicated? Yes! Bigger Problem: We didn’t (really) try something different.
  • 35. => Landing Page Test But we just tested for testing’s sake, we didn’t believe in that product at all.
  • 36. Version 1: Analytics for Marketers Version 2: Analytics for Startups Version 3: Analytics for SaaS Startups
  • 37. Getting the Right Design vs. Getting the Design Right
  • 38. Product 1. The Art of Launching Your MVP 2. Radically Different Value Proposition 3. The Ideation Switch
  • 39. Kind-of-Sales is not Customer Development
  • 40. Are you ideating or are you executing?
  • 41. Executing = IDEAS LEARN BUILD DATA PRODUCT MEASURE Experiment
  • 42. Ideating = Customer Interviews Design Studio Usability Tests etc...
  • 43. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  • 44. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  • 45. Main Assumption: Customers would buy a 5000+ EUR license & integrate our Product within weeks (not months)
  • 46. Its ok to ignore your plan, but focus on these assumptions.
  • 47. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  • 48. Don’t ever get too attached to one single investor / customer / partner.
  • 49. Berlin, London, Moscow, Kiev, Vienna - all for one deal that didn’t go through.
  • 50. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  • 51. He loved the product & team, but the numbers never justified an investment.
  • 52. Accelerators give you a peer group, and access to a lot of people (if you’re ready).
  • 53. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  • 54. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  • 55. In the beginning people believe in you first, the product second.
  • 56. Users who See Something About You User Energy 80% Click! 60% Click! 40% 20% 0% Left the Site
  • 57. User Energy 80% Click! Users who See Something About You vs Users from Google Adwords 60% Click! 40% 20% 0% Click! Left the Site
  • 58. Personal Authenticity gives people a better reason to look harder & ignore their own misunderstanding.
  • 59. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  • 60. Your Product Messaging A Customer A Your Product Messaging A Customer B Your Product doesn’t need to change, Yet Your Messaging Can Change Everything
  • 61. Credit: Kathy Sierra
  • 62. Make Happy Customers, Not: Make Customers Happy
  • 63. Messaging is a journey without an end, you will not reach perfection. (but ideally people will still buy)
  • 64. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  • 65. Continuously ask yourself: Is this a good customer? -> can be targeted & sold to -> pays money -> actually buys what you are selling -> ideally you like them!
  • 66. “We had a long discussion, on doing this project at all right now.” (2 months into the sales process)
  • 67. Your biggest risk is Indifference. People just don’t care.
  • 68. Your Team determines your Distribution methods e.g. Don’t target the Enterprise if you’re missing the know-how.
  • 69. Distribution Product Business
  • 70. Thank you! @LukasFittl lukas@fittl.com