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Thinking Lean: 
Introduction to lean startup & lean canvas 
Presentation for UTS Project Pitch 2014 
Matthew Ho, Tapmint
About Me 
Matthew Ho 
Head of Product Development at Tapmint 
● We make innovative apps 
● Worked in online for 7 years 
●...
Lean 
● Make something that people want 
● Process: hypothesis - experiment - 
measure 
● Customer feedback 
● Iterative p...
No waste
Chasing unicorns 
Building 
product and 
ignoring 
customers
Product market fit 
Imagine a carpark 
with the narrowest 
space possible 
and trying to park 
your car in there 
Requires...
Only one key will unlock the market 
Imagine product market fit as a 
key that unlocks the market 
Need to keep polishing ...
Iterative process 
Case study: LP Strategy app 
1. Constant iteration based on 
feedback. 
2. Weekly release cycles: desig...
Lean Canvas 
1. Is a framework / tool 
2. Understand the principles behind it 
3. Methodology to think about starting a bu...
Lean Canvas
1. Customer segments 
● Who is the customer? 
● Target customers 
● Early Adopters 
● List the characteristics of your ide...
1. Customer segments 
Native Tongue language learning Apps 
● Target kids that were 6 - 8 years old 
● Parents 34 - 36 
● ...
2. Problem 
● What are the top three problems? 
● Existing alternatives 
● List how these problems are solved 
today 
● “B...
2. Problem 
Native Tongue language learning apps 
● Learning a new language is really 
hard 
● Learning is boring 
● Effec...
2. Alternatives available 
● CD’s 
● Books 
● Dictionaries 
● Classes 
● Personal tutors 
● Podcasts 
● Desktop software 
...
3. Unique value proposition 
● What is your value proposition? 
● Single, clear, compelling message 
that states why you a...
4. Solution 
● What are the top three features? 
● Building only what is necessary to 
solve the problem 
● Prioritise 
● ...
5. Channels 
● Path to customers 
● For our apps 
○ ASO 
○ SEO 
○ Content marketing 
○ Adwords 
○ Email 
○ Paid installs 
...
6. Revenue 
● Revenue streams 
● Revenue model 
● Life time value 
● Gross margin
6. Revenue for Native Tongue 
● Started with paid app 
● Free & paid 
● In-app-purchase - buy pack for 
$0.99 
● Power use...
7. Cost structure 
● Customer acquisition costs 
● Distribution costs 
● Implementation cost 
● Our major costs 
● Design ...
8. Key Metric 
● Key activities you measure 
● Pick one metric to start 
● Metric that will validate or invalidate 
your a...
9. Unfair Advantage 
● Can’t be easily copied or bought 
● IP 
● Deep industry experience or insight 
● Unique marketing c...
Summary 
1. Lean startup methodology: hypothesis - experiment - measure 
2. Have a go at the lean canvas! 
3. Lean canvas ...
About Us - Tapmint 
● Team behind Native Tongue. First 
winning team in Startup Weekend in 
Australia 
● 3 language game a...
Contact Us - Tapmint 
● We make awesome apps 
● Website: http://tapmint.com 
● Twitter: @tapmint 
● Email: hello@tapmint.c...
Appendix 
● Why Lean Canvas vs Business Canvas, Ash Maurya 
● Lean Canvas Process and Examples 
● The only thing that matt...
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Thinking Lean - Introduction to Lean Startup and Lean Canvas

Introduction to lean startup and lean canvas. This presentation starts with a background about lean startups to provide some context. It also has a section about product market fit. The next part describes the lean canvas in more detail with examples from my business and the apps I have made.

This is a presentation given to UTS students at UTS Project Pitch 2014 event.

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Thinking Lean - Introduction to Lean Startup and Lean Canvas

  1. 1. Thinking Lean: Introduction to lean startup & lean canvas Presentation for UTS Project Pitch 2014 Matthew Ho, Tapmint
  2. 2. About Me Matthew Ho Head of Product Development at Tapmint ● We make innovative apps ● Worked in online for 7 years ● Next Digital, Deloitte, Airbnb ● Twitter: @inspiredworlds
  3. 3. Lean ● Make something that people want ● Process: hypothesis - experiment - measure ● Customer feedback ● Iterative process ● Less cost ● Test our assumptions
  4. 4. No waste
  5. 5. Chasing unicorns Building product and ignoring customers
  6. 6. Product market fit Imagine a carpark with the narrowest space possible and trying to park your car in there Requires a series of moves & adjustments to park it
  7. 7. Only one key will unlock the market Imagine product market fit as a key that unlocks the market Need to keep polishing and refining it until the fit is true, clean and precise. Cyclical process to find product market fit using lean startup methodology
  8. 8. Iterative process Case study: LP Strategy app 1. Constant iteration based on feedback. 2. Weekly release cycles: design, development, and marketing 3. 10,000 downloads. 4. #5 ranked app for “Letterpress” in AU, #8 in US in a competitive category.
  9. 9. Lean Canvas 1. Is a framework / tool 2. Understand the principles behind it 3. Methodology to think about starting a business 4. Designed to capture the risks in your startup
  10. 10. Lean Canvas
  11. 11. 1. Customer segments ● Who is the customer? ● Target customers ● Early Adopters ● List the characteristics of your ideal customers
  12. 12. 1. Customer segments Native Tongue language learning Apps ● Target kids that were 6 - 8 years old ● Parents 34 - 36 ● We also had a customer segment of adult users (25 - 44) ● Schools purchasing for students
  13. 13. 2. Problem ● What are the top three problems? ● Existing alternatives ● List how these problems are solved today ● “Blood on the floor problem”?
  14. 14. 2. Problem Native Tongue language learning apps ● Learning a new language is really hard ● Learning is boring ● Effective learning requires repetition and practice
  15. 15. 2. Alternatives available ● CD’s ● Books ● Dictionaries ● Classes ● Personal tutors ● Podcasts ● Desktop software ● Mobile apps
  16. 16. 3. Unique value proposition ● What is your value proposition? ● Single, clear, compelling message that states why you are different and worth buying ● For us - “Fun, fast, effective language learning” ● We are a game
  17. 17. 4. Solution ● What are the top three features? ● Building only what is necessary to solve the problem ● Prioritise ● Rank
  18. 18. 5. Channels ● Path to customers ● For our apps ○ ASO ○ SEO ○ Content marketing ○ Adwords ○ Email ○ Paid installs ○ Mobile ad networks
  19. 19. 6. Revenue ● Revenue streams ● Revenue model ● Life time value ● Gross margin
  20. 20. 6. Revenue for Native Tongue ● Started with paid app ● Free & paid ● In-app-purchase - buy pack for $0.99 ● Power users would buy 3 packs ● Upsell rate 3% ● Price inelastic
  21. 21. 7. Cost structure ● Customer acquisition costs ● Distribution costs ● Implementation cost ● Our major costs ● Design ● App development (in-house) ● Hosting ● Marketing ● Rent
  22. 22. 8. Key Metric ● Key activities you measure ● Pick one metric to start ● Metric that will validate or invalidate your assumption ● ARPU (average revenue per user) ● MAU (monthly active users) ● DAU (daily active users) ● Time spent per session
  23. 23. 9. Unfair Advantage ● Can’t be easily copied or bought ● IP ● Deep industry experience or insight ● Unique marketing channel ● Existing audience ● Difficult to articulate from Day 1 ● Work towards and build
  24. 24. Summary 1. Lean startup methodology: hypothesis - experiment - measure 2. Have a go at the lean canvas! 3. Lean canvas is a framework for market and product 4. Product / market fit is an iterative process
  25. 25. About Us - Tapmint ● Team behind Native Tongue. First winning team in Startup Weekend in Australia ● 3 language game apps with 450,000 downloads ● Consulting: Innovation, rapid experimentation, complete solutions
  26. 26. Contact Us - Tapmint ● We make awesome apps ● Website: http://tapmint.com ● Twitter: @tapmint ● Email: hello@tapmint.com
  27. 27. Appendix ● Why Lean Canvas vs Business Canvas, Ash Maurya ● Lean Canvas Process and Examples ● The only thing that matters, Marc Andreessen ● Lean Startup, Eric Ries ● Lean Stack tool

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