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Starting Lean: How to Find Out 
If Your Idea Has Potential In 
Days Not Years 
October 2014 
Trevor Owens, Founder of Quic...
Follow Thue on Twi!er 
@ThueLMadsen #KISSwebinar
Trevor Owens - QuickMVP & Lean Startup Machine - @TO 
! 
Trevor is the Founder of QuickMVP, the Lean Startup 
Machine and ...
Follow Trevor on Twi!er 
@TO #KISSwebinar
95% 
Source: Wall Street Journal, Sept 2012
180
1
Startups Are NOT 
Small Versions of Big 
Companies
The Startup Curve 
Before 
Startup 
Source: Paul Graham; avc.com 
Time 
Happiness
The Startup Curve 
Before 
Startup 
Source: Paul Graham; avc.com 
Time 
Happiness 
Initial 
Enthusiasm
The Startup Curve 
Before 
Startup 
Source: Paul Graham; avc.com 
Time 
Happiness 
Initial 
Enthusiasm 
Reality 
Sets In
The Startup Curve 
Before 
Startup 
Source: Paul Graham; avc.com 
Time 
Happiness 
Initial 
Enthusiasm 
Reality 
Sets In 
...
The Startup Curve 
Before 
Startup 
Source: Paul Graham; avc.com 
Time 
Happiness 
Initial 
Enthusiasm 
Reality 
Sets In 
...
The Startup Curve 
Initial 
Enthusiasm 
Reality 
Sets In 
TROUGH OF 
SORROW 
Before 
Startup 
Scale 
Product/ 
Market Fit!...
STARTUPS SEARCH
COMPANIES EXECUTE
A NEW MANAGEMENT
Principles of Lean Startup 
1 Minimum Viable Products 
2 Pivots 
3 Early Adopters
WATCH WEBINAR RECORDING NOW
1. Minimum Viable Products
2. Pivots
Famous Pivots
3. Early Adopters
Now for 
the good 
stuff…
EXPERIMENT = MVP 
1 Hypothesis 
2 Riskiest Assumption 
3 Method 
4 Success Criteria
1. Hypothesis 
“I BELIEVE customer 
HAS A PROBLEM 
WITH problem.”
2. Riskiest 
Assumption
3. Three 
Methods
Interview 
Pre-Sell 
Concierge
4. Success Criteria
Start Your Free KISSmetrics Trial 
LOG IN WITH GOOGLE
EXPERIMENT = MVP 
1 Hypothesis 
2 Riskiest Assumption 
3 Method 
4 Success Criteria
Free Download at 
Javelin.com
experiment. Experiments 
Customer 
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result & 
Decision 
1 2 3 ...
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
Decision 
Learning 
Limit: 5 Min 
Limit: 10 Min 
res...
experiment. Experiments 
Customer 
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
1 2 3 4 5 
Time L...
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
Decision 
Learning 
Limit: 5 Min 
Limit: 10 Min 
result 
leas...
experiment. Experiments 
Customer 
Problem 
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
1 2 3 4 5 
Time L...
Solution 
Riskiest 
Assumption 
Success 
Criterion 
Result  
Decision 
Learning 
5 Min 
10 Min 
result 
least 
the 
strong...
RISKIEST ASSUMPTIONS 
1 Is there demand in other cities? 
2 Is there demand abroad? 
3 Are people satisfied with the metho...
KEY METRICS 
1 Pain 
2 Customer Acquisition Cost 
3 Margin / Virality 
44 Market Size
“I don’t look for five-foot 
fences to jump over, I look for 
one-foot fences to step over.” 
-Warren Buffet
RISKIEST ASSUMPTIONS 
1 Four Key Metrics? 
2 Will they launch a page? 
3 Will they place an ad? 
4 Can we acquire 500 paid...
Questions? 
Trevor Owens 
Founder 
QuickMVP  Lean Startup Machine 
@TO 
Thue Madsen 
Marketing Associate 
KISSmetrics 
@Th...
THANK YOU 
Trevor Owens 
Founder, QuickMVP  Lean Startup Machine
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
RISKIEST ASSUMPTIONS 1 Four Key
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RISKIEST ASSUMPTIONS
1 Four Key Metrics?
2 Will they launch a page?
3 Will they place an ad?
4 Can we acquire 500 paid users?

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