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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.

Published in: Affaires, Carrières

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  • 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