Learn tostartleanf2014 en
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The document provides an overview of lean startup methodology. It discusses building a minimum viable product (MVP) to test hypotheses, measuring key metrics to learn what works, and using lean canvas to map out problems, solutions, customer segments, and revenue streams. The Lean Canvas model is presented as a way to plan the MVP and business model in a structured yet actionable manner focused on the entrepreneur. Continuous learning and pivoting based on data is emphasized as part of the lean startup process.
Learn tostartleanf2014 en
- 1. Casper Wilstrup! Partner, Bestbrains A/S Learn to! Start Lean Bestbrains! 9. april 2014
- 4. Who am I? Where and with what do I work? Why am I here today?
- 7. Developers Source Control Build and unit test Check in Trigger
- 8. Developers Source Control Build and unit test Check in Trigger
- 9. Developers Source Control Build and unit test System tests Check in Trigger Check in Trigger
- 10. Developers Source Control Build and unit test System tests Check in Trigger Check in Trigger
- 11. Developers Source Control Build and unit test System tests Limited deployment Check in Trigger Check in Trigger Check in Trigger Trigger Trigger
- 12. Developers Source Control Build and unit test System tests Limited deployment Check in Trigger Check in Trigger Check in Trigger Trigger Trigger
- 13. Developers Source Control Build and unit test System tests Limited deployment Full deployment Check in Trigger Check in Trigger Check in Trigger Trigger Trigger Check in Trigger Trigger Trigger Trigger
- 14. “Build — Measure — Learn”
- 15. Build
- 16. Build Measure
- 20. Time Visits per day ! Vanity Metric!
- 22. 0% 25% 50% 75% 100% 1st batch 2nd batch 3rd batch Acquisition Activation Retention Revenue Referral
- 25. Minimum Viable
- 26. Minimum Viable
- 27. Minimum Viable
- 28. Value Hypothesis How do we make money! !Alt fra den stund uenighed først og splid havde rejst sig mellem den ædling Achilleus og mændenes drot Agamemnon. Hvo iblandt guderne hidsed dem op til strid og til kivsmål? Leto's og Zeus's søn, den sølvbuevæbnede Apollon. For Agamemnon på smædelig vis havde hånet hans bønpræst $$ Growth Hypothesis How do we get customers?! ! Vreden, gudinde, besyng, som grep Peleiden Achilleus rædsomt og kvaler I! tusinde tal achaierne voldte. Helt mangfoldige heltes behjertrede sjæle den skikked ned til Hades' hjem, og for hunde til rov, som for alskens fugle den gav deres lig. Fuldbragt blev Zeus's beslutning.
- 30. 30
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- 33. Pause
- 35. 35
- 36. My main objective with Lean Canvas was making it as actionable as possible while staying entrepreneur-focused
- 37. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS
- 38. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS 1 23 2 4 5 67 2 8 9
- 39. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 40. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other posessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 42. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 43. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 44. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 45. Revenue and Cost Average bounty: !! ! ! ! ! 200 kr! Our commission: ! ! ! ! ! 12%! Orders per month after 2 years: ! ! 20000 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 Omkostninger Indtægt
- 46. Accumulated Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 0 500000 1000000 1500000 2000000 2500000 3000000 3500000 Omkostninger Indtægt (akk) Average bounty: !! ! ! ! ! 200 kr! Our commission: ! ! ! ! ! 12%! Orders per month after 2 years: ! ! 20000
- 47. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 48. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 49. The “Problem - Customer” Interview
- 50. Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away
- 51. Problem interview ! Welcome and thanks for your time ! We’re working on a service where users can order pictures or videos from any location ! Let me stress that it’s not a finished product, but rather some loose product ideas we’re workning on ! I’ll start by explaining some of the most important problems we’re trying to solve. Then I’d like to hear if you experience some of these problems, and how you handle them today. Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away Welcome! 2 min – set the stage
- 52. But to start with, I’d like to ask you some questions about yourself. ! - Age - Sex - IT experience - Smartphone - Social media - Use of images - Owns house, summer house or similar - Boat or similar - Travel habits Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away Demography! 2 min – verify the segment
- 53. Tell a story ! Last week we had another one of these storms. I have a summer house in Western Jutland, and after the storm I was very worried about the house. ! It was more than a week before I was able to go there, and that got me thinking … ! And then I have this hobby with ancient Mesopotamia (The Louvre Visit) Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away Problem kontext! 2 min – describe the problem
- 54. Make the customer talk ! - Has he experienced similar situations? - What did he do about it? - How important was it really?. ! Notice body language Don’t ask leading questions Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away Test the problem! 20 min – listen to customer
- 55. Ask for commitment ! As I told you, we don't have a finished product, but we’re working on it. ! - Could we arrange a new appointment, where I can show you a prototype? - Do you know anyone else I can talk to? - Can I send you project newsletters in the future? - Would you like to sign up for a beta? - And pay for it? Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away Wrap up! 2 min – ask for commitment
- 56. Document observations. ! In a Google spreadsheet or similar. Welcome! 2 min – set the stage Demography! 2 min – verify the segment Problem kontext! 2 min – describe the problem Test the problem! 20 min – listen to customer Wrap up! 2 min – ask for commitment Write down results! 5 min – document right away Write down results! 5 min – document right away
- 57. What we found ”I ask my neighbour to go look”! - Else, summer house owner, 44 years ”Then everyone will know I’m on vacation!”! - Karen, house owner, 61 years ”Neat, but not something I’d pay for”! - Jesper, student, 26 years
- 58. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● People who want to see the state of their house, boat, summer house or other possessions ● Tourists preparing their vacation Order live images of anything A dream team :-)
- 59. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● Journalists looking for “eyes on the ground” ● Others in ad hoc need Order live images of anything A dream team :-)
- 60. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Viral? ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● Journalists looking for “eyes on the ground” ● Others in ad hoc need Order live images of anything A dream team :-)
- 61. PROBLEM SOLUTION KEY METRICS UNIQUE VALUE PROPOSITION UNFAIR ADVANTAGE CHANNELS CUSTOMER SEGMENTS COST STRUCTURE REVENUE STREAMS It is difficult to obtain instant images of arbitrary places in the world ! Alternative solutions: ● Google Street View ● Image search ● Go there yourself ● We Go Look App and web: Customers order live images, and offer a bounty Agents execute the tasks using their smartphones Customers: The established media ! Agents: Educational organisations for photographers, journalists ● Percentage of bounties ● Location based advertising Initial development of MVP app/web: 1 mill Hosting: 5000/md Staff (1 dev, 1 support): 90000/month ● Visit page ● Registrer ● Create order ● Order executed ● Returning ● Recommendations ● Journalists looking for “eyes on the ground” ● Others in ad hoc need Order live images of anything A dream team :-)
- 64. Specify Estimate Develop Deploy to test Verify Deploy to prod User! Stories
- 65. Estimate Develop Deploy to test Verify Deploy to prod User! Stories Specify Forecast
- 66. Estimate Develop Deploy to test Verify Deploy to prod User! Stories Specify Validate Forecast Forecast
- 68. PROBLEM 1 22 SOLUTION 4 KEY METRICS 8 UNIQUE VALUE PROPOSITION 3 UNFAIR ADVANTAGE 9 CHANNELS 5 CUSTOMER SEGMENTS 2 COST STRUCTURE 7 REVENUE STREAMS 6
- 69. PROBLEM 1 22 SOLUTION 4 KEY METRICS 8 UNIQUE VALUE PROPOSITION 3 UNFAIR ADVANTAGE 9 CHANNELS 5 CUSTOMER SEGMENTS 2 COST STRUCTURE 7 REVENUE STREAMS 6
- 70. PROBLEM OR NEED 1 22 SOLUTION 4 KEY METRICS 8 UNIQUE VALUE PROPOSITION 3 UNFAIR ADVANTAGE 9 CHANNELS 5 CUSTOMER SEGMENTS 2 COST STRUCTURE 7 REVENUE STREAMS 6
- 71. PROBLEM OR NEED 1 22 SOLUTION 4 KEY METRICS 8 UNIQUE VALUE PROPOSITION 3 UNFAIR ADVANTAGE 9 CHANNELS 5 AFFECTED USERS 2 COST STRUCTURE 7 REVENUE STREAMS 6
- 72. PROBLEM OR NEED 1 22 SOLUTION 4 KEY METRICS 8 KEY BENEFIT 3 UNFAIR ADVANTAGE 9 CHANNELS 5 AFFECTED USERS 2 COST STRUCTURE 7 REVENUE STREAMS 6
- 73. PROBLEM OR NEED 1 22 FEATURE DESCRIPTION 4 KEY METRICS 8 KEY BENEFIT 3 UNFAIR ADVANTAGE 9 CHANNELS 5 AFFECTED USERS 2 COST STRUCTURE 7 REVENUE STREAMS 6
- 74. PROBLEM OR NEED 1 22 FEATURE DESCRIPTION 4 KEY METRICS 8 KEY BENEFIT 3 UNFAIR ADVANTAGE 9 CHANNELS 5 AFFECTED USERS 2 COST STRUCTURE 7 EFFECT ON REVENUE 6
- 75. PROBLEM OR NEED 1 22 FEATURE DESCRIPTION 4 KEY METRICS 8 KEY BENEFIT 3 UNFAIR ADVANTAGE 9 CHANNELS 5 AFFECTED USERS 2 EFFECT ON COST 7 EFFECT ON REVENUE 6
- 76. PROBLEM OR NEED 1 22 FEATURE DESCRIPTION 4 EFFECT ON METRICS 8 KEY BENEFIT 3 UNFAIR ADVANTAGE 9 CHANNELS 5 AFFECTED USERS 2 EFFECT ON COST 7 EFFECT ON REVENUE 6
- 77. PROBLEM OR NEED 1 22 FEATURE DESCRIPTION 4 EFFECT ON METRICS 8 KEY BENEFIT 3 UNFAIR ADVANTAGE 9 DEVELOPER ESTIMATE 5 AFFECTED USERS 2 EFFECT ON COST 7 EFFECT ON REVENUE 6
- 78. PROBLEM OR NEED 1 22 FEATURE DESCRIPTION 4 EFFECT ON METRICS 8 KEY BENEFIT 3 DEVELOPER ESTIMATE 5 AFFECTED USERS 2 EFFECT ON COST 7 EFFECT ON REVENUE 6
- 79. PROBLEM OR NEED 1 FEATURE DESCRIPTION 4 EFFECT ON METRICS 8 KEY BENEFIT 3 DEVELOPER ESTIMATE 5 AFFECTED USERS 2 EFFECT ON COST 7 EFFECT ON REVENUE 6
- 80. EFFECT ON COST PROBLEM OR NEED 1 FEATURE DESCRIPTION 4 EFFECT ON METRICS 8 KEY BENEFIT 3 DEVELOPER ESTIMATE 5 AFFECTED USERS 2 EFFECT ON REVENUE 7 6
- 81. EFFECT ON COST PROBLEM OR NEED FEATURE DESCRIPTION EFFECT ON METRICS KEY BENEFIT DEVELOPER ESTIMATE AFFECTED USERS EFFECT ON REVENUE Describe Forecast FEATURE NAME
- 82. 0% 25% 50% 75% 100% 1. kvartal Besøg Registering Opret opgave Opgave udført Vender tilbage Deler tjenesten
- 83. EFFECT ON COST PROBLEM OR NEED FEATURE DESCRIPTION EFFECT ON METRICS KEY BENEFIT DEVELOPER ESTIMATE AFFECTED USERS EFFECT ON REVENUE Describe Forecast Our frontpage and user interface is English only All users with another native language (73%) Users - especially new ones - understand our app better Auto detect country using geo ip, … 8 FP +5% on registration +2% on create order + 1% on share app Calculate, calculate … +10.000,- / month None FEATURE NAME Localisation
- 84. USER STORY! ! When I visit the start page, the app should auto-detect my location (country) USER STORY! ! Based on my country, the app should suggest a default language. Initially: English. German, Spanish, French USER STORY! ! Translate start page and app to German USER STORY! ! Translate start page and app to Spanish USER STORY! ! Translate start page and app to French USER STORY! ! Let the user override the default language USER STORY! ! Save selected language in user preferences
- 85. USER STORY! ! When I visit the start page, the app should auto-detect my location (country) USER STORY! ! Based on my country, the app should suggest a default language. Initially: English. German, Spanish, French USER STORY! ! Translate start page and app to German USER STORY! ! Translate start page and app to Spanish USER STORY! ! Translate start page and app to French USER STORY! ! Let the user override the default language USER STORY! ! Save selected language in user preferences
- 86. 0% 25% 50% 75% 100% 1. kvartal Visit Registration Order created Order executed Returning user Share service
- 87. 0% 25% 50% 75% 100% 1. kvartal 2. kvartal Visit Registering Order created Order executed Returning user Share service
- 88. 0% 25% 50% 75% 100% 1. kvartal 2. kvartal 3. kvartal Visit Registration Order created Order executed Returning user Share service
- 89. 0% 25% 50% 75% 100% 1. kvartal 2. kvartal 3. kvartal 4. kvartal Visit Registration Order created Order executed Returning user Share service
- 90. α = 2(1 - Φ(n)) Statistical Significance?
- 92. ?