Date post: | 27-Jan-2015 |
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The Lean Startup in ActionA Case Study on KISSmetrics
Hiten ShahCustomer Driven Design & The Lean Startup • November 3rd, 2010
Build stuff people want to buy
Failure attracted me to the Lean Startup
Lean Startups are Built to Learn
Dave McClureSean Ellis Eric Ries
Lean Startup Heroes
The Startup PyramidThe Race to the Top
Product / Market Fit
Transition to Growth
Growth
Sean Ellis: Startup-Marketing.com
1. ACQUISITIONCustomers come from various channels
3. RETENTIONCustomers come back multiple times
AARRR Created by Dave McClure - 500startups.com Designed by
4. REFERRALCustomers refer others
2. ACTIVATIONCustomers use product for first time
YOUR PRODUCT
5. REVENUECustomers make your business money
Minimize TOTAL time through the loop
Eric Ries: StartupLessonsLearned.com
Learn Faster
Split Tests
Customer Interviews
Customer Development
Five Whys Root Cause
Analysis
Customer Advisory Board
Falsifiable Hypotheses
Product Owner
Accountability
Customer Archetypes
Cross-functional Teams
Semi-autonomous Teams
Smoke Tests
Split TestsClear Product OwnerContinuous DeploymentUsability TestsReal-time MonitoringCustomer Liaison
Build Faster
Unit Tests
Usability Tests
Continuous Integration
Incremental DeploymentFree & Open-Source
Components
Cloud ComputingCluster Immune System
Just-in-time Scalability
RefactoringDeveloper Sandbox
Minimum Viable Product
IDEAS
CODEDATA
LEARN BUILD
MEASUREMeasure Faster
Funnel AnalysisCohort Analysis
Net Promoter ScoreSearch Engine Marketing
Real-Time AlertingPredictive Monitoring
Build Faster
• Test Driven Development (TDD / Unit Tests)
• Continuous Deployment
• Continuous Integration
• Just-in-time Scalability (Amazon Web Services)
On average we deploy new code fifty times a day.”Timothy Fitz, IMVU
“
• Poorly designed features
• Inflexible, short-sighted code
• Half-done features
• Known bugs
• Crappy code with major performance issues
We have purposefully deployed:
Measure Faster
• Funnels & Cohort Analysis (KISSmetrics)
• Feedback (NPS, Surveys, KISSinsights)
• Usability Testing (UserTesting, Mockups, etc...)
• Split Tests (A/B Testing) (KISSmetrics + Internal)
It's about changing customer behavior -- for the better.”Eric Ries, The Lean Startup
“
“Measure the Macro” - Eric Ries
Learn Faster
• Fake it till you make it (Smoke Tests)
• Five Whys Root Cause Analysis
• Falsifiable Hypotheses
• Customer Development (Customer Interviews)
Customer Development will help you – force you – to make better decisions based on tested hypotheses, rather than untested assumptions.”The Entrepreneur’s Guide to Customer Development, CustDev.com
“
Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.”
“
Original Hypothesis for KISSinsights
Lean Startup Process
? ☼Problem Team Solution Team
No Departments, Just Two Teams
What are the most important
problems to solve?
Find theminimum solution for a given problem.
15 - 45 minute team meetings (M,W,F)
“Your Focus Needs More Focus”
Lean Startup Lessons Learned
Speeding can lead to crashes
that f*cking green light next to a task for 7 days is really depressing.”KISSmetrics Engineer
“
The team becomes more accountable
The only path to perfection is iteration