lean startup (for the enterprise) workshop
Post on 14-Sep-2014
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Lean Startup
Speed the E
ngine of
Ente
rpris
e In
nova
tion
I have thisawesomeidea!
that’s great, let’s do it…
What does ‘do’ mean?
• Sit around the table and design it…• Develop code… (or in manufacturing build it…)
• Move it to production…
And then…
No one comes…
Yikes!That was supposed
to be ourbest?!!yet
idea
So howdid we KNOWwhat thecustomerwanted?
Hint:We had no ___________
clue…(expletive)
Lean Startupis built on
3 simple principles
Time to learn an Alien Language
GOOTO
IKIWISI
DALAP“Do As Little As Possible”
“Get Out of the Office*”
*the real term in Lean Startup is GOOTB = Get Out of the Building”
“I’ll Know It When I See It”
DALAP“Do As Little As Possible”
Almost everyof what a
initial ideacustomer wants
is WRONG!!
ideaneed
customer= Hypothesis
any & all may be wrong
reduce
GOOTO“Get Out of the Office*”
ideaneed
customer= Hypothesis
assume it is wrong
We aren’t going
if our idea will work
to figure out
here
We must test our assumptions
IKIWISI“I’ll Know It When I See It”
Create something
the hypothesisto confirm
Go from
simple harderto
LearnObjective
is to
Lean Startupalso has
1 C RE
Value
PassionateIdeas
Loosely Held
Build
Learn Measure
Build
Learn Measure
idea!
WTFYou told me NOTto build anything
ideaneed
customer= Hypothesis
We have to
ourtest
Validation Board
Assumptions
Customer
Need
Solution
P1 P2 P3 P4 P5
Riskiest Assumption
Experiment
Result
Invalidated Validated
Hypothesis
or
pivot
Survey
Prototype
Build
Interview
Very CoolLet’s look at an example…
GreanEase Team Nov 2012 Lean Start-up Machine
• Original Concept: – App to provide moderate ‘greenies’ with information
about the restaurant food they were buying as they are not able to easily find this info; to be paid for by the restaurant owners
• Biggest Assumption: is this a valid need?• 1st “build”: Structured Interview– Questions to ID customer segment– Closed questions to see if this need was valid– Open-ended questions to understand other items– Executed at Whole Foods, Pleasant Pops Market, and a
‘green’ grocer
GreenEase Validation Board
Assumptions
Customer
Need
Solution
P1 P2 P3 P4 P5
Riskiest Assumption
Experiment
Result
Invalidated Validated
ModerateGreenie
RestaurantFood InfoPhone App
Anything out there yet?
Food info available?
Will restaurant owners pay?
Is this a valid need?
Structured Interview
Moderate Greenies Didn’t Drive Decisions on This!
Moderate GreenieThanks to open-ended
Qs, we discovered that
it is Locavores
interested in foods
grown locally.
GreanEase Team Nov 2012 Lean Start-up Machine
• Pivot 1: – App to provide Locavores with information about how
local restaurant food is as they are not able to easily find this info; to be paid for by the restaurant owners (though the experiment will test our other customer segment assumption)
• Next Biggest Assumption: will restaurant owners pay?
• 2nd “build”: Structured Interview– Closed questions to see if this need was valid– Open-ended questions to understand other items– Executed at Ris, Founding Farmers, & two other
restaurants known for locally sourcing their food
GreenEase Validation Board
Assumptions
Customer
Need
Solution
P1 P2 P3 P4 P5
Riskiest Assumption
Experiment
Result
Invalidated Validated
ModerateGreenie
RestaurantFood InfoPhone App
Structured Interview
Restaurant owners are getting enough business w/word of mouth
Restaurant Owners
Restaurant Owner
Need to Market Concern
Phone App
Will restaurant owners pay?
Anything out there yet?Food info available?Are Locavores interested?
Need to Market Concern
GreanEase Team Nov 2012 Lean Start-up Machine
• Pivot 2: – App to provide Locavores with information about
how local restaurant food is as they are not able to easily find this info; they will purchase this app
• Next Biggest Assumption: are they interested?• 3rd “build”: Structured Interview– Questions to ID customer segment– Closed questions to see if this need was valid– iPad Landing Page w/proposed $1.99 price tag– Executed at local Farmer’s Markets & then online
GreanEase Team Nov 2012 Lean Start-up Machine
To arrive at this design:
• Created mock-up of phone app design• Logo– Used Hired A|B Testing Group
• Landing Page
GreenEase Validation Board
Assumptions
Customer
Need
Solution
P1 P2 P3 P4 P5
Riskiest Assumption
Experiment
Result
Invalidated Validated
ModerateGreenie
RestaurantFood InfoPhone App
Anything out there yet?Food info available? Structured
Interview
Restaurant Owner
Need to Market Concern
Phone App
Are Locavores interested? Pay?
Locavores
RestaurantFood Info
Phone App
Interested & Will Pay $1.99!
LocavoresRestaurantFood InfoPhone App
GreanEase Team Nov 2012 Lean Start-up Machine
• Still on Pivot 2: – App to provide Locavores with information about how
local restaurant food is as they are not able to easily find this info; they will purchase this app
• Next Biggest Assumption: anything out there yet?• 4th “build”: Internet Competitor Research– Searched for locavore restaurant apps– Looked for both successes & failures
GreenEase Validation Board
Assumptions
Customer
Need
Solution
P1 P2 P3 P4 P5
Riskiest Assumption
Experiment
Result
Invalidated Validated
ModerateGreenie
RestaurantFood InfoPhone App
Food info available? Structured
Interview
Restaurant Owner
Need to Market Concern
Phone App
Are Locavores interested? Pay?
Locavores
RestaurantFood Info
Phone App
1-2 others, 1-2 failures, but revenue stream was not well-defined for them
LocavoresRestaurantFood InfoPhone App
Interest & Little Competition
ofEndthe
Startup Machine
wins!(but there’s plenty more to do…)
Possible Steps Forward
• Find how to source info– Will users provide?– Sources?
• Refine Mock UI from static to dynamic– Is it usable?– Is the info presented meaningful?– Any info missing that users want?
Time to…Get Started!
Validation Board
Assumptions
Customer
Need
Solution
P1 P2 P3 P4 P5
Riskiest Assumption
Experiment
Result
Invalidated Validated
Good for ideas controlled internallyHot House Process
Cross-FunctionalExecutive Review
2-3 Days
Hot House accredited to
Shardul Mehta
Cross-FunctionalExecutive Review
Cross-FunctionalExecutive Review
Time Varies
Time Varies
Board Review ProcessGood for products needing market input
More Useful Tools
More Useful Tools
Ahem… I said…
Business Canvas
Value Proposition
Customer Segments
Customer Relationships
DistributionChannels
Key Partners Key Activities
Key Platforms
Costs Revenue Streams
Environmental Analysis
You are now
armed & dangerous
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