Date post: | 20-Jan-2017 |
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Lean Startup Introduction
Inspirations
Customer Development + Lean Manufacturing + Agile Software Development
___________________________ = Lean Startup
90% of startups fail Only 4% make it to $1 million turnover
How startups are built?
Start with an idea ☟
Write Business Plan ☟
Raise $$ ☟
Build Product ☟
Launch ☟
Marketing ☟
90% chance to fail
No business plan survives first contact with customers
Steve Blank - godfather of the Lean Startup
Waterfall Product Development
Requirements
Specifications
Design
Implementation
Verification
Maintenance
Problem: known
Solution: known
Achieving Failure
= Successfully executing a bad plan
On budget, on time, well designed?
“There is nothing so useless as doing efficiently what should not be done at all.” Peter Drucker (1909-2005)
Agile Product Development
“Product Owner” or in-house customer
Problem: known
Solution: unknown
Lean Startup
Problem: unknown
Solution: unknown
Problem (What)
Unknown
Solution
(How)
Waterfall
AgileLean
StartupKnow
n
Known Unknown
Can it be done? Should it be done?
A startup is a temporary organization formed to search for a repeatable and scalable business model Steve Blank
Execute
Exploit Planning Predictable outcome Do not fail
Optimize
VSSearch
Explore
Experimenting
Unexpected Discovery
Test & fail
Learn
Reactive and not perfect Adaptability over planning
Learn if your assumption is true of false
True: move on to the next riskiest assumption
False: review your hypotheses
Select the riskiest assumption
Build an experience or MVP to test this assumption on the market.
Measure customer behaviours during that experience
You are wasting if you are not learning
Lean Canvas
Search Validate Grow
Problem / Solution Product / Market Scale
Customer Discovery Customer Validation Company Building
Customer/Problem Solution
Delivering Value Retention
Channels Growth Engine
Pricing Virality, CAC, CLTV
Sales Execution Scale Organisation Scale Operations
Scale Delivery
Quality
Quantity
Growth Experiment
Problem interview
Solution interview
Concierge Landing Page
Mock Sales
Crowd funding
MVP Optimisation
☞☞
Diffusion process
Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957
Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957
Target micro-segment
Customer & problem
? ?
A startup is a temporary organization formed to search for a repeatable and scalable business model Steve Blank
Turn your hypotheses into facts
Based on the outcome, pivot or persevere. Go back to step 1.
Identify the riskiest assumption from your business model.
Design and run an experiment that can prove the hypothesis true or false.
1
2
3
Iterate
The better you know your customers the better you can help them Iain Wallace - 2015
Problem? Need? Pain? Desire?
Think job-to-be-done...
Customer don’t just buy products. They “hire” them to do a job.
Clayton Christensen
People don’t want to buy a drill. They want a hole. Theodore Levitt - 1962
Customer Discovery:
Find a problem worth solving for your customers
Don’t Survey Questionnaire Focus group Market Study Your personal experience Conversation with friends
Customers Discovery
Do ● Observation ● Interview ● Role play ● Games
☞ Behaviours
Question:
“I like the idea of having one portable device to fulfill all my needs”
Sources: http://universalmccann.bitecp.com/um_report_pttp_lr3.pdf http://www.gsb.stanford.edu/news/headlines/itamar-simonson-emanuel-rosen-how-digital-age-rewriting-rule-book-consumer-behavior
Market study: No need for iPhones in 2007
Conclusions:
“Users not motivated to replace their digital cameras, cellphones and MP3 players with one device that did everything.”
“No need for a convergent product in the U.S., Germany and Japan”
It’s really hard to design products by focus groups.
A lot of times, people don’t know what they want until you show it to them.
Steve Jobs
If I had asked people what they wanted, they would have said faster horses Henry Ford
what people do
what people think
what people say
Franck Debane @fdebane
How to understand the customer need?
Observation witness the customer experiencing the problem methods: day in the life, shadowing, video journal, fly in the wall
Interviews listen the customer talk about the problem, ask questions this is called Problem Interview
Immersion
GET OUT OF THE
BUILDING
How to do Customer Interviews?
Be like Columbo
Nice with everyone Look at the problem from all possible angles Trust no one Draw your own conclusions based on FACTS
Interviews are hard Empathy and Active listening (no questionnaire) Forget your idea Focus on the customer problem
Guide and Drill Learn, be curious Ask why. Why why. Be nosy. Find facts and avoid opinions Watch for bias
Ask about past events
Do you get headaches frequently if so how often?
Do you get headaches occasionally if so how often?
Source: John Hayes, Interpersonal Skills at work. Routledge 2002 referencing Loftus, 1975
2.2 / week
0.7 / week
What you can discover Bigger problems the customer has Alternative solutions Cost of the problem How customer looks for solution Root causes of the problem Key insights to design a solution Pain level...
has the problem
aware of having the problem
looking for a solutionhacked a solution
pay for a solution
Pain level…
Early adopter?
1. What do you do when you have this problem? 1. What else did you try? 2. Tell me the last time you had this problem... 3. How much would you pay for this? 4. Why did you do this? 5. Does it happen to you often? 6. How much does it cost you?
CustomerSegment
Problem
hypotheses
Interview preparation
Go with a partner Understanding Notes Bias
Finding customers Persona Behaviours Alternative solutions IRL. Online.
Starting the conversation Just one person “I am doing a research on ...” Smile. Make them comfortable Trust and complicity About them
After the interview Thank you Answer questions Ask for introductions and referrals Debrief with partner
Solution Interview
Tangible proof of commitment
Something that has a cost for the buyer
Tangible proof of commitment
Money - pre-order Check - to cash later A signed agreement - with blood? Invitation to another meeting - location? An email, phone number, access to friends list Access to their sensitive data Something that is valuable...your ideas...
1. I love it, it’s amazing. 2. That’s great. Please let me know when it’s
ready. 3. I will surely buy this! 4. When it’s ready, I will tell my friends. 5. This sucks! 6. Amazingly awesome! 7. I love it. Here is my money...
Unless commitment is made, there are only
promises and hopes; but no plans
Peter Drucker