startup class - atelier customer development à web2day 2017
TRANSCRIPT
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Startup class
(extrait)
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@AlexJubien
Mobile Strategist
ThinkMobile.fr
Pioneer of mobile 14 years ago
Apps & Mobile Startups expert
Previously Head of Mobile at Viadeo
Previously Head of Mobile at Deezer
Keynote speaker, Lecturer, Trainer, Startups Coach & Advisor
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Et sinon, en 2005/2006
j’ai planté ma startup !
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Mais depuis, beaucoup de théorie est apparue…
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Alors c’est quoi une startup ?
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Standard company
Croissance linéaire
Revenue / users
Time
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Startups
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Airbnb & Uber
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Croissance Exponentielle
Revenue / users
StartUp
Time
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Courbe Adaptée
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Objectifs
Product / Market fit Gr
owth
Revenue / users
Time
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Product / Market fit
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Rallying cry
AAR R R III...
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AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates
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AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
How do users find us?
Do users have a great 1st experience?
Do users come back?
How do we make money?
Do users tell others?
REFERRAL
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ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope
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Courbe d’adoption de l’innovation
10, 100, 500, 2000, 10 000, … Millions
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Startup VS Mass Market
Mass Market
Startup
Niche vs Mass : Why big opportunities crush small companies
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Méthodologies
Lean Startup / Customer
Development Grow
th H
acki
ng
Revenue / users
Time
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Méthodologies
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(Digital) Product Management
Construire des apps que les gens aiment (et utilisent !)
Product Manager
Tech, R&D, innovation
Marketing, Product Mktg,
Sales
Stratégie, Business, Finance
UX & Design
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Listen
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Let serendipity happen!
‘‘Découvrir quelque chose par accident, alors qu’on cherche autre chose.’’
Syvain Weber - CEO Kontest, ex Dailymotion ex Google
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Let serendipity happen!
‘‘Découvrir quelque chose par accident, alors qu’on cherche autre chose.’’
Syvain Weber - CEO Kontest, ex Dailymotion ex Google
Pénicilline, four micro-ondes, …
+ exemple Deezer / conso batterie du mobile
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• Bien construire / bien concevoir
=> UX, interviews utilisateurs, Bêta testing,
Agile, …
• Bien vendre
=> Marketing, Growth Hacking http://fr.slideshare.net/AlexandreJubien/growth-hacking-at-spn
Collaborer avec vos utilisateurs
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Méthodologies
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Trouver le bon produit
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Problème principal
Dans une startup, on ne sait pas ce qu’on doit construire !
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Alors on part à l’aventure !
• Processus de découverte
• Ce que veulent les clients n’est pas
forcément ce qu’on a imaginé
• Il faut pouvoir lâcher prise
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a
b c
d
Faire des choix éclairés
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c
Faire des choix éclairés
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a’
b’ c’
d’
Faire des choix éclairés
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b’
Faire des choix éclairés
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a’’
b’’ c’’
d’’
Faire des choix éclairés
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d’’
Faire des choix éclairés
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Comment trouver un bon chemin ?
(Indice : pour trouver, il faut chercher)
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A/B Testing
(split testing, multivariate testing, …)
a
b c
d
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New paradigm: Sell first, build second
• Formerly: design, build/produce, try to sell. If it does not sell, lose everything.
• Now: Try to sell first. If it sells, build it.
• 4HWW - Book ‘4 Hours Work Week’ by Tim Ferris
• Landing pages + ads
• Crowdfunding / Kickstarter
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•Célèbre article http://paulgraham.com/ds.html
•Ex de Zapos / envoi de chaussures achetées en
boutiques pour tester / comprendre
•Airbnb / ex. qualité des photos
•Manual first startup, ex phone service (Uber,
Blablacar, …)
•Manual user acquisition in the beginning (WeMoms,
Kwalito, …)
Do Things That Don’t Scale
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Lean Startup
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Lean Startup
• Livre d’Eric Ries,
• « Fail fast, succeed faster »
• Rencontrer les vrais besoins
• Eviter le gâchis
• Pivots
mouvement Lean
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Pivot : faire un choix
#StartupLessons / Deezer http://www.thinkmobile.fr/blog/-‐deezer-‐story-‐1-‐pivots-‐productmarket-‐fit
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Build – Measure - Learn
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MVP
• Minimum Viable Product
• Preuve de concept
• Valider les hypothèses, découvrir
• On itère dessus ensuite
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MVP
• Minimum Viable Product
• Minimum Viable Feature
• Minimum Lovable Product - Article
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MVP
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BlogMusik
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Exemples MVP
• Manual 1st startup (test App / SMS first)
• Service téléphonique : Blablacar / Uber
• Newsletter (MyLittle Paris, AppGratis)
• Bouton tracké pour 1 nouvelle fonctionnalité
• Vidéo / landing page (Dropbox)
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Customer Development
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Customer development
• Customer discovery / trouver ses
early adopters
• Découvrir les vrais problèmes
• Apporter les bonnes solutions• Article
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Get out of the building !
• Dans la tour d’ivoire avec vos intuitions, vous aurez
toujours raison !
• Allez sur le terrain pour confronter ces intuitions à la
réalité
• Transformez vos intuitions (hypothèses) en
convictions (preuves)
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• Problem interviews
• Solution interviews
Interviews 1/1
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3 stages of a Startup
ScaleProblem /
Solution FitProduct / Market Fit
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3 stages of a Startup
Do I have a problem worth solving?
ScaleProduct / Market Fit
Problem / Solution Fit
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Interviews 1/1
• Interviews problèmes (mon template)
• Face à face ou tel (45mns)
• 30 personnes dans la cible pour pour trouver 7 à 10
vrais early adopters
• Importance du problème, solutions existantes,
solutions de contournements, expériences passées
(dont bonnes ou mauvaises), …
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Guidelines Interviews
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3 stages of a Startup
Have I built something people want?
ScaleProblem /
Solution FitProduct / Market Fit
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Solution
• Interviews solutions
• Interviews utilisateurs UX (mockups, maquette
interactive, prototype, …)
• Landing page (quanti)
• MVP
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Interviews découverte
• Questions ouvertes
• Expériences passées, positives ou négatives
• Découvrir les points de friction / les opportunités
• Là où il y a de la valeur
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Workshop
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Workshop Customer Development
• Qui lit des magazines régulièrement ?
=> prenez un post it svp
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1/1 interviews découverte
• Post it = utilisateur magazines = type A • Sans post it = utilisateur musique = type B • Mettez vous par paires / 1 A et 1 B • Les A sont product managers de Deezer • Les B sont products managers de LeKiosk • Vous vous interviewez 10 mins tour à tour
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1/1 interviews découverte
• Essayez de trouver des choses auxquelles vous ne vous attendiez pas / des trouvailles de valeur
• Questionnez les usages / comportements, les bonnes et mauvaises expériences du passé, l’utilité dans la vie, les solutions existantes, …
• Creusez : Pourquoi ? Quoi ? Comment ? Avec qui ? …
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Group work
• 3 mns alone to select your 1 or 2 most valuable findings (1 sentence)
• ¼ group by Product Managers A • ¼ group by Product Managers B • 10 mns by group to share them and select 6 for the
group • 6 slides “They told us”, 1 sentence per slide • Don’t think or talk about solutions / product. Just the
findings.
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ThinkMobile Newsletter (Mobile, Innovation, Startups)
ajubien @AlexJubien
Alex JubienMobile Strategist
ThinkMobile.fr