From 0 to 1 Million using the lean startup approach
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Reto Lämmler discusses how he grew TestingTime from 0 to over 1 million CHF in revenue using the lean startup approach. He started by building an initial prototype and testing customer interest in online test user recruiting services. Based on feedback, he refined the idea and built an MVP with a simple order form. The first paying customer was acquired within a month of launching. Over time, TestingTime attracted medium and large corporate customers and established its own pool of test users. Reto raised 850k CHF in financing and continued growing internationally using lean principles like conducting sales tours to test interest before fully committing to new markets.
From 0 to 1 Million using the lean startup approach
- 1. From 0 to 1 Million CHF using the lean startup approach Reto Lämmler Lean startup Zurich - June 2017 @rlaemmler @testingtime reto@testingtime.com
- 4. We recruit test users For Usability Tests, Interviews, Focus groups, Surveys and more.
- 6. Top Customers (from 300+)
- 7. • Co-Founder & CEO TestingTime.com • VP Product Management at Doodle.com • MAS Human Computer Interaction Design • BS in Computer Science • Lived and worked for 6 years in San Francisco • 2 failed startups: Xcellery and RememberTheName About me Every product should put a smile on your face.
- 12. The beginning of TestingTime
- 14. TestingTime Recruit test users Order test users for your usability tests Ask UX experts Order a UX review from an expert
- 17. Lean: Round 1
- 19. Measure Potential customer interest Test User Recruiting vs. Expert reviews Do you do user testing? Would you register as an expert? Today’s solution vs. TestingTime How do you recruit? How much does it cost? Would you outsource it to TestingTime? Convince a co-founder Do I find a co-founder for this idea?
- 20. Learn Kill, pivot or continue Idea seems promising No one turned it down. But would they pay for it? Two offerings is one too many Test user recruiting was the real pain point. We are a team now Reto & Rahel
- 21. Revised Idea Online test user recruiting service 5 48 50 20‘000 Minutes Hours CHF People (Time to order) (Time to recruit) (Base costs per test user) (Pool of test users)
- 22. Lean: Round 2
- 23. Build MVP to test the market Customer order form Implement simple order form with credit card payment. Pool of test users Let’s cross the bridge when we get there. Recruiting engine Rahel & Reto
- 26. Measure Paying customers Launch MVP Launch date was set for Startup Camp Basel on 23rd February 2013 Get first paying customer Do we get 1 paying customer within 1 month? Get repeat customers Do we get 2 repeat customers within 3 months?
- 33. Our first and repeat customers
- 34. Learn Take aways from the first 3 months In-House vs. Remote User Testing Customers wanted people primarily for In-House Test. Our pricing is too low Even customers said we are too cheap. We seem to attract medium & large corporations And not startups as we initially thought. We need our own test user pool Are people ready to participate in tests for 30 – 50 CHF?
- 35. Lean: Round 3
- 36. Build The show must go on Acquire test user pool A qualitative pool of test users from Switzerland. Professionalize Customer Order Form Retire Wufoo Order Form and build proper system baseline. Recruiting engine Rahel & Reto and Excel
- 39. 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 2013 2014 2015 2016 2017 Revenue CHF
- 41. Financing round We raised 850k CHF with investiere.ch
- 42. Staying lean with money in the pocket
- 43. Donts
- 46. Dos
- 47. International Growth the lean way 1. Organize salestour: 20 meetings in 1 week 2. Conduct Salestour and write diary 3. Measure KPIs and decide to follow up or drop
- 48. Make them believe you are local
- 49. Killing features is equally important as creating new ones
- 52. Give aways Summary of my learnings Feel the pain before you build Don’t build ahead of time. Learn, then build. Do things manually and feel the pain first. Lean is not cheap Spend money wisely but don’t be cheap. E.g. we spend CHF 5000 on a sales training. Set time free for innovation Keep innovating. Dare to canibalize yourself.
- 55. Thank you!
- 56. Q & A
- 57. Fake it to make it. www.testingtime.com Reto Lämmler @rlaemmler @testingtime
Editor's Notes
- #6: Aus über 60'000 Menschen können unsere Kunden bequem und schnell die perfekte Zielgruppe bestellen. Ob Zalando Shoppers oder Mütter die Brustpumpen nutzen, unser Pool ist vielfältig. Dank unserem hoch-automatisierten System können wir 10x effizienter und zuverlässiger liefern, verglichen mit herkömmliche Lösungen.
- #7: Die bekanntesten Brands aus der Schweiz haben die Wichtigkeit von User Experience erkannt. Darum sind sie auch Kunde bei uns. Ein guter A Kunde bestellt wöchentlich und generiert 50k Jahresumsatz. 30% bezahlen wir an die Testpersonen. 70% ist unsere Marge. Wir haben aber nicht nur lokale Kunden sondern bedienen auch bekannte Brands aus München, Berlin, London und Amsterdam.
- #15: Ziel: Öfter Testen
- #22: Ziel: Öfter Testen
- #25: First impression
- #26: First impression
- #59: Menschen müssen im Designprozess ins Zentrum gestellt werden, um regelmässig Feedback abzuholen. Dieser Prozess ist essentiell in der digitalen Transformation und versichert, dass nur die wahren Nutzerbedürfnisse in den Fokus gelangen. Das Organisieren von passenden Menschen ist aber sehr mühsam und teuer. Und genau hier kommen wir ins Spiel.