we built it, and they didn't come!
DESCRIPTION
Talk at LeanConf 2013 & WebExpo Prague 2013.TRANSCRIPT
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@LukasFittl
We Built It,And They Didn’t Come!
#LeanConf
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About MyselfCo-Founded 4 tech startups,worked with many others
2007 - ’10 2011 - ’12 since 2011 since 2013
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Recently:
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Also:
&
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Let me introduce you to:
started October 2010
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Actual Revenue: 0 EUR
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First of all,lets talk about the Team
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Lukas Michael Christian
Design & Development DevOps Sales & Marketing
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Lukas Michael Christian
Design & Development DevOps Sales & Marketing
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Lukas Ash Emiliano
Design & Development DevOps Sales & Marketing
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Lukas Ash Emiliano
Design & Development DevOps Sales & Marketing
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Design & Development DevOps Sales & Marketing
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Lukas Michael
Design & Development DevOps Sales & Marketing
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Lukas Michael
Design & Development DevOps Sales & Marketing
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Lukas Andreas
Design & Development DevOps Sales & Marketing
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Lukas Andreas
Design & Development DevOps Sales & Marketing
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Lukas (2011)
Design & Development DevOps Sales & Marketing
Lukas (Today)
Design & Development DevOps Sales & Marketing
What didI learn?
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Product
Distribution
Business
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1. The Art of Launching Your MVP2. Radically Different Value Propositions3. The Ideation Switch
Product
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1. The Art of Launching Your MVP2. Radically Different Value Propositions3. The Ideation Switch
Product
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Launch = Make your Product available to (some) customers
Not: Press Launch!
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What we had at Efficient Cloud:
Task Task
Task
Task Task
Task
TODO IN PROGRESS DONE
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Release!
Risk
TimeBUILD
BUILD
BUILD
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In a group of Developers,its really dangerous tojust “get things done”
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IDEAS
PRODUCTDATA
MEASURE
BUILDLEARN
Experiment
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Risk
TimeRelease!
BUILD
Release!
BUILD
Release!
BUILD
Release!
BUILD
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Charged Customers$200 / monthfrom Day One
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What we have at Spark59/USERcycle:
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Build: Full PrototypeMeasure: “Successful” LaunchLearn: (within months)
Perfection: 3+ months
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Build: Weekend PrototypeMeasure: Customers commit to buyLearn: (within days)
Iteration: 2-3 weeks
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Dictates how fast you can learn
Experiment Scope
Your Runway
How long you can survive
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1. The Art of Launching Your MVP2. Radically Different Value Propositions3. The Ideation Switch
Product
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Hosting Company, this helps youimplement PaaS and still get a lotof customers onto one server.
(But you need SSD drives.)
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Sounds complicated? Yes!
Bigger Problem: We didn’t (really) try something different.
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=> Landing Page Test
But we just tested for testing’s sake,we didn’t believe in that product at all.
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Version 1: Analytics for Marketers
Version 2: Analytics for Startups
Version 3: Analytics for SaaS Startups
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Getting the Right Designvs.
Getting the Design Right
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1. The Art of Launching Your MVP2. Radically Different Value Proposition3. The Ideation Switch
Product
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Kind-of-Salesis notCustomer Development
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Are you ideating orare you executing?
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IDEAS
PRODUCTDATA
MEASURE
BUILDLEARN
Experiment
Executing =
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Ideating =
Customer InterviewsDesign StudioUsability Tests etc...
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1. Financial Planning & Metrics2. Making Deals3. Traction First, Fundraising Second
Business
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1. Financial Planning & Metrics2. Making Deals3. Traction First, Fundraising Second
Business
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Main Assumption:
Customers would buy a5000+ EUR license
&integrate our Product
within weeks (not months)
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Its ok to ignore your plan,but focus on these
assumptions.
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1. Financial Planning & Metrics2. Making Deals3. Traction First, Fundraising Second
Business
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Don’t ever get too attached toone single investor / customer / partner.
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Berlin, London, Moscow, Kiev, Vienna- all for one deal that didn’t go through.
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1. Financial Planning & Metrics2. Making Deals3. Traction First, Fundraising Second
Business
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He loved the product & team, butthe numbers never justified an investment.
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Accelerators give you a peer group,and access to a lot of people(if you’re ready).
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1. Personal Authenticity2. Getting the Message right is Hard!3. Adapting to the Market
Distribution
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1. Personal Authenticity2. Getting the Message right is Hard!3. Adapting to the Market
Distribution
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In the beginningpeople believe in you first,the product second.
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0%
20%
40%
60%
80%
Click!
Left the Site
Click!
User Energy Users who See Something About You
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0%
20%
40%
60%
80%
Click!
Left the Site
Click!
User Energy
Click!
Users from Google Adwords
Users who See Something About Youvs
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Personal Authenticity gives peoplea better reason to look harder &ignore their own misunderstanding.
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1. Personal Authenticity2. Getting the Message right is Hard!3. Adapting to the Market
Distribution
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Messaging A Customer A
Your Product doesn’t need to change,Yet Your Messaging Can Change Everything
Your Product
Messaging A Customer BYour Product
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Credit: Kathy Sierra
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Make Happy Customers,Not: Make Customers Happy
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Messaging is a journey without an end,you will not reach perfection.
(but ideally people will still buy)
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1. Personal Authenticity2. Getting the Message right is Hard!3. Adapting to the Market
Distribution
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Continuously ask yourself:
Is this a good customer?
-> can be targeted & sold to-> pays money-> actually buys what you are selling-> ideally you like them!
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“We had a long discussion,on doing this project at all right now.”
(2 months into the sales process)
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Your biggest risk is
Indifference.
People just don’t care.
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Your Team determines yourDistribution methods
e.g. Don’t target the Enterpriseif you’re missing the know-how.
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Product
Distribution
Business