NIKKEI COMPUTER’s Seminar (07.17.2014)
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"Customers & MVPs for Growth" presented on July 17th, 2014 at Leaning Square Shimbashi, Tokyo, JAPAN for NIKKEI COMPUTER’s Seminar Customers & MVPs for Growth (Yusuke Takahashi PhD, CEO AppSocially)
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NIKKEI COMPUTER’s Seminar (07.17.2014)
- 1. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.ly Customers & MVPs for Growth! Presented on July 17th, 2014 at Leaning Square Shimbashi, Tokyo, JAPAN for NIKKEI COMPUTER’s Seminar Yusuke Takahashi, PhD, Founder & CEO, AppSocially
- 3. yt@appsocial.ly http://appsocial.ly 高橋 雄介（たかはし ゆうすけ） 11998800年生まれ。慶應義塾大学総合政 策学部卒業、同大学大学院政策・メディ ア研究科修士課程修了。22000088年同大 学院後期博士課程単位取得退学。博士 ((政策・メディア))。 AAppppSSoocciiaallllyy IInncc.. 創業者CCEEOO。専門は、データベース、 知識ベース、マルチメディアデータベー スとその応用、カスタマーデベロップ メント。TTeecchhCCrruunncchh JJaappaann、 GGrroowwtthhHHaacckkeerr..jjpp、日経BBPP等でグ ロース・ハックやモバイルについての 記事を執筆中。
- 4. founders@appsocial.ly Angel.co/appsociallyテキスト トップ ソリューション動向 ワールドリポート ワールドリポート サンフランシスコという舞台に集まる起業家、サイエン ティストが成⻑⾧長に⽋欠かせない存在に 2014.04.23 ⽶米AppSocially 創業者兼CEO ⾼高橋 雄介 ⽶米サンフランシスコのソーマ地区にある、ビッグデータの分析・可視化サービスを⼿手 掛ける「Keen IO」の本社に2014年年4⽉月中旬、データサイエンティストなどが集まっ た。「Happy Data Hour」と呼ぶこの会合はビールを⽚片⼿手にベンチャーの起業や業 界について意⾒見見を交換し合うのが⽬目的である。「セールス・フォース・ドットコム」 や、最近⽶米グーグルに買収され話題となった学習機能付きのサーモスタットを作る 「ネスト」、クラウドメールの「センドグリッド」などのデータサイエンティストな データ活⽤用で成⻑⾧長戦略略を描く。この編集⽅方針の下、 Webサイトや⽉月刊誌、セミナーを通じて情報をお届け します。 詳しくはこちら search 無料料メールマガジン登録
- 10. founders@appsocial.ly Angel.co/appsocially スマホアプリをどこで発見しましたか？ 0% 18% 35% 53% 70% Source: Nielsen, Q3 2011 ストアでの検索 友だちや家族から聞いて メディアで観て テレビ広告で観て アプリ内広告で観て 9% 6% 9% 52% 63% 13%13% 17% 61% 63% iOS AppStore Android Market AppSocially Problem founders@appsocial.ly Angel.co/appsocially
- 11. founders@appsocial.ly Angel.co/appsociallyCase Study: Unda 友達招待機能 (INVITE) インセンティブ付招待機能 (REFERRAL)
- 13. founders@appsocial.ly Angel.co/appsociallyREFERRAL +REWARDS Shingo Hagiwara Bryan Davis Alex Miller Aki Nishiyama Invite Invite Resend
- 14. founders@appsocial.ly angel.co/appsocially Contents Introduction 1. What Growth is about 2. RRRAA for Product/Growth Teams 3. MVP Canvas for Daily Growth Focus Discussion
- 15. founders@appsocial.ly angel.co/appsocially SUMMARY Develop Customers, NOT product Focus on Retention+Referral (RRRAA) Build MVPs, NOT products (MVP Canvas)
- 16. founders@appsocial.ly angel.co/appsocially 1. WHAT GROWTH IS ABOUT
- 17. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 1. First, Growth is NOT about product, but customers.
- 18. founders@appsocial.ly angel.co/appsocially Steve Blank teaches us to “get our to the building,” to focus on customers before creating the product. Photo: Startup Grind
- 19. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 2.Growth is NOT about tactics, but product.
- 20. founders@appsocial.ly angel.co/appsocially Too many information flows through timeline, and we feel as if we got it, with just 3 lines of summary, without reading the source and practicing it by ourselves.
- 21. founders@appsocial.ly angel.co/appsocially Great achievements, results and tactics come to our attention on timelines, but there are much more efforts and failures behind them.
- 22. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 3.Growth is NOT about acquisition, but retention referral.
- 23. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Acquisition Activation Retention Referral Revenue
- 24. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Source: Yahoo! Finance
- 25. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Source: Yahoo! Finance
- 26. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Acquisition Activation Retention Referral Revenue
- 27. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 1. First, Growth is NOT about product, but customers. 2.Growth is NOT about tactics, but product. 3.Growth is NOT about acquisition, but retention referral.
- 28. founders@appsocial.ly angel.co/appsocially 2. RRRAA FOR PRODUCT/GROWTH TEAMS
- 30. founders@appsocial.ly angel.co/appsociallyRRRAA AARRR Acquisition Activation Retention Referral Revenue AARRR FOR PIRATES by DAVE MCCLURE
- 31. founders@appsocial.ly Angel.co/appsociallyBusiness Model イメージ図 Source: http://500hats.typepad.com/500blogs/2007/06/internet-market.html
- 32. founders@appsocial.ly angel.co/appsociallyRRRAA Customer’s Point of View Product/Growth Team’s Point of View
- 33. founders@appsocial.ly angel.co/appsociallyRRRAA Customer’s Point of View Product/Growth Team’s Point of View
- 35. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA Retention Referral Revenue Activation Acquisition RRRAA by YUSUKE TAKAHASHI
- 36. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA Retention Referral Revenue Activation Acquisition RRRAA by YUSUKE TAKAHASHI
- 37. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI RRRAA 満足して使い続けてくれる顧客がどれくらいいるのか？ 友達を巻き込んでくれるほど満足して使い続けてくれる顧客が どれくらいいるのか？ 来訪した(潜在)顧客に対して製品の価値が、的確にかつスムーズ に伝えられているか？ お金を払ってくれるほど満足して使い続けてくれる顧客がどれく らいいるのか？ 未来訪の(潜在)顧客に対して製品の価値が、的確にかつスムーズ に伝えられているか？
- 38. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI STARTUP PYRAMID PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT GROWTH / SCALE TRANSITION TO GROWTH
- 39. RRRAA founders@appsocial.ly Angel.co/appsocially STARTUP PYRAMID 1. Product/Market Fitに執拗にフォーカス ๏ ユーザのうち少なくとも40%から「その製品がなくては困る」 と言われること ! 2. グロース期への移行期 ๏ ユーザ分析機能を実装／必須のベネフィットを特定／効果的な フックにベネフィットを配置／ビジネスモデルを最適化／コン バージョンを最適化／グロースチームを採用 ! 3. グロース期 ๏ 企業カルチャーとしてのグロース ๏ 正しいスキルと人材（デザイナー、コピーライター、データ、 願わくばエンジニア） ๏ インスピレーション、プロセス、粘り強さ、幸運 by Sean Ellis
- 40. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI GROWTH STAGES Value Growth Growth Hacking = Observational Science
- 41. テキスト founders@appsocial.ly Angel.co/appsocially GROWTH STAGES 1. 製品自体の価値を確認する ! 2. 製品自体の価値によりグロースする ๏ まずは、製品自体の真の価値によりグロースする ! 3. グロースハックにより、製品自体の価値によ るグロースを最適化する ๏ グロースハックは、観察科学だ ๏ 機能の設計が、新しいマーケティングだ by Keith Rabois
- 42. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI CUSTOMER DEVELOPMENT Customer Discovery Customer Validation Customer Creation Company Building
- 44. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT ”A startups is an organization formed to search for a scalable and repeatable business model.” Source: Steve Blank Steve Blank, Author of “The 4 Steps to the Epiphany,” Serial Entrepreneur.
- 45. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly
- 46. founders@appsocial.ly angel.co/appsociallyRRRAA LEAN STARTUPS by ERIC RIES LEAN STARTUP Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean
- 47. founders@appsocial.ly angel.co/appsociallyRRRAA LEAN STARTUPS by ERIC RIES
- 48. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT ”A startups is an scientific experiment.” Source: Eric Ries:Lean Startup” Eric Ries, Author of “THE LEAN STARTUP”
- 49. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly Source: http://www.slideshare.net/clevergirl/ux-and-the-lean-startup-for-general-audiences-crushing-the-boulder-kellogg-edition
- 50. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly Source: Eric Ries:Lean Startup” Eric Ries, Author of “THE LEAN STARTUP”
- 51. founders@appsocial.ly angel.co/appsociallyRRRAA FOR PRODUCT/GROWTH TEAMS AARRR Acquisition Activation Retention Referral Revenue Retention Referral Activation Acquisition P/S Fit P/M Fit Transition to Growth Growth / Scale Customer Descovery Customer Validation Customer Creation Company Building RRRAA STARTUP PYRAMID GROWTH STAGES CUSTOMER DEVELOPMENT LEAN STARTUP R Revenue R R R Value Growth Growth Hack = Observational Science
- 52. founders@appsocial.ly angel.co/appsocially 3. MVP CANVAS FOR DAILY GROWTH FOCUS
- 53. founders@appsocial.ly angel.co/appsocially How we create a product: 1. Hit on the Idea 2. Build its Product 3. Ship for Customers to Lean/ Fail Repeat
- 54. founders@appsocial.ly angel.co/appsocially How we should create a product: 1. Meet Customers to know their problem 2. Build a Product (MVP) which validates assumptions 3. Measure if it solved their problem (= Repeat from 1)
- 56. founders@appsocial.ly angel.co/appsocially PRODUCT = What you build to create a product.
- 57. founders@appsocial.ly angel.co/appsocially PRODUCT = What validates assumptions {Interview Questions, Handwritten Wireframes, Photoshop Wireframes, Working Demo, etc} = What answers your questions about uncertainty (with simple/actionable metrics)
- 58. founders@appsocial.ly angel.co/appsocially PRODUCT = What tells you what to build = MVP
- 59. founders@appsocial.ly angel.co/appsocially Daily process at our Product/ Growth Team: 1. Make Assumptions 2. Prioritize Assumptions 3. Build Product (MVPs) to Validate Assumptions
- 60. founders@appsocial.ly angel.co/appsocially 1. We make assumptions by describing a LEAN CANVAS.
- 61. LEAN Canvas Date: {MM/DD/YYYY} LEAN Canvas used by Janice Fraser at LUXR CUSTOMER: {Describe based on validation or Assume} SOLUTION: {Describe based on validation or Assume} ENGINE OF GROWTH: {VIRAL, STICKY, PAID} ! {Describe based on validation or Assume} VALUE STREAM {Describe based on validation or Assume} ! ! ! ! ! ! MARKET STAKEHOLDERS: {Describe based on validation or Assume} DISTRIBUTION: {Describe based on validation or Assume} PROBLEM: {Describe based on validation or Assume} VALUE PROP: {Describe based on validation or Assume} REVENUE: {Describe based on validation or Assume} COST: {Describe based on validation or Assume} https://appsocial.ly hello@appsocial.ly
- 62. founders@appsocial.ly angel.co/appsocially A Business Model is a “snapshot of current assumptions,” which needs to be continuously validated.
- 63. founders@appsocial.ly angel.co/appsocially All these 10 elements always need to be validated, to be more confident.
- 64. LEAN Canvas Date: {MM/DD/YYYY} LEAN Canvas used by Janice Fraser at LUXR CUSTOMER: {Describe based on validation or Assume} SOLUTION: {Describe based on validation or Assume} ENGINE OF GROWTH: {VIRAL, STICKY, PAID} ! {Describe based on validation or Assume} VALUE STREAM {Describe based on validation or Assume} ! ! ! ! ! ! MARKET STAKEHOLDERS: {Describe based on validation or Assume} DISTRIBUTION: {Describe based on validation or Assume} PROBLEM: {Describe based on validation or Assume} VALUE PROP: {Describe based on validation or Assume} REVENUE: {Describe based on validation or Assume} COST: {Describe based on validation or Assume} https://appsocial.ly hello@appsocial.ly
- 65. founders@appsocial.ly angel.co/appsocially Market changes Competitors appear Existing customers becomes proficient …
- 66. founders@appsocial.ly angel.co/appsocially 2. We prioritize assumptions by Cost/Time of validation Size on impact to growth.
- 67. founders@appsocial.ly angel.co/appsocially 3. We create a MVP CANVAS to validate assumptions
- 68. MVP Canvas MVP Canvas Version 1.1. Designed and Created by AppSocially in collaboration with RECRUIT Media Technology Labs in 2014. Date: {MM/DD/YYYY} https://appsocial.ly hello@appsocial.ly Hypothesis / Assumption: {Describe ...} Engine of Growth: {Viral, Sticky, Paid} What to Learn / Goal: {Describe ...} IMG Type of MVP: {Interview Questions, Handwritten Wireframes, Photoshop Wireframes, Working Demo, etc} What to Build / How to Validate the Hypothesis with MVP: {Describe ...} Criteria of Validation: {Simple Metric} Cost of Developing MVP: How much does it cost to learn / validate? {2 Hours, 2 Days, 2 Weeks, 2 Months}, {$ YYY} Time of Validating Hypothesis w/ MVP: How quickly can you validate / learn? {2 Hours, 2 Days, 2 Weeks, 2 Months}, {$ YYY} Estimate of Future Risk/Chance: How much does this learning contribute to growth? {Save $XXX, Earn $YYY} Result / What Actually Learned: {Describe ...}
- 69. founders@appsocial.ly angel.co/appsocially MVP CANVAS is to Know what to focus on a daily basis Archive organizational experience+knowledge of how to validate assumptions and make decisions Provide efficient+actionable metrics for meetings and senior’s decisions
- 70. founders@appsocial.ly angel.co/appsocially AppSocially founders@appsocial.ly Angel.co/appsocially AppSocially Y@APPSOCIAL.LY ANGEL.CO/APPSOCIALLY Thanks!