Professional Documents
Culture Documents
Lean Startup
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?
Requirements
Specifications
Problem: Design
known
Solution:
known Implementation
Verification
Maintenance
Achieving Failure
Problem:
known
Solution:
unknown
Lean Startup
Problem:
unknown
Solution:
unknown
Unknown
Lean
Agile
Startup
Solution
(How)
Known
Waterfall
Known Unknown
Problem (What)
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
Search Execute
VS
Explore Exploit
Experimenting Planning
Learn Optimize
Reactive and not perfect
Adaptability over planning
Select the riskiest assumption
Quality
Quantity
Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957
Target micro-segment
Source: the diffusion process, by Joe M. Bohlen, George M. Beal and Everett M. Rogers, 1957
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
Clayton Christensen
People don’t want to buy a drill.
They want a hole.
Theodore Levitt - 1962
Customer Discovery:
Question: Conclusions:
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
It’s really hard to design products by
focus groups.
Steve Jobs
If I had asked people what they wanted,
they would have said faster horses
Henry Ford
what people what people
think say
what people
do
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
https://www.youtube.com/watch?v=CKsSvR5u-qk
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?
2.2 / week
0.7 / week
Source: John Hayes, Interpersonal Skills at work. Routledge 2002 referencing Loftus, 1975
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...
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?
Customer em
Probl es
Segment
y pothes
h
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