Getting lean
Thursday, November 15, 12
Who are we?
Steven
Ban all lame gifts, world wide
Renske
Herman
Johan
Thursday, November 15, 12
What do we want?
Thursday, November 15, 12
How?
€
Thursday, November 15, 12
Built a lot (120.000 minutes), based on “guts”, own itch, knowledge of webdesign, some user feedback
The classic mistakes
Long release time (First release toke about 5 months, after that mostly batches of a month)
Running around (product development, business plan competitions, investors, PR, launching partners, HR)
Thursday, November 15, 12
Not enough paying customers
Result
Part of Inqubator Leeuwarden
Not enough revenue
Not enough visitors
Press attention
New friends
Bigger comfort zone
Life lessons Network
Lots of fun
Experience
Thursday, November 15, 12
Hold the horses! Get into the Lean Machine!
Fail fast, succeed faster!
Thursday, November 15, 12
The essence of Lean Startup
Before you really start investing (quit your job, using up your savings, talk to investors etc), first PROVE:
1.That you are solving a REAL problem2.That you have identified a REAL early adopters group3.That they are willing to PAY for a solution;4.That you have a SCALABLE business model
Thursday, November 15, 12
StrategyLearn as fast as possible
Thursday, November 15, 12
Right, the Bell Curve
Thursday, November 15, 12
All development on hold
Validate most important assumptions
This means
Thursday, November 15, 12
We ASSumted
Enough people want to use an online platform, that helps them to organise a group gift easily
They will pay a fee
“Our gift does not fit your door”
Thursday, November 15, 12
Back into the future
Can we find enough early adopters
So we can use as much of our current solution
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Experiments 1 2 3 4 5 6 7
Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP
Target Customer
All Facebook- users
To be weds/ newly parents/ collegues Students Women 20-30
years oldMen 20-30 years
old
People visiting a “gift product” on
webshop
People using mobile to look for
gifts
Riskiest assumption
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Organising a group gift gives “need to solve”-problems
Want gift advice Want gift advice Will hit the “buy together” button
People want to use mobile to look
for gifts
Minimum succes criteria
30% (n=15) rates alternatives as
“really annoying”
30% (n=15) rates alternatives as
“really annoying”
1 high traffic shop that wants to test.
10% (n=100) additional clicks
1000 downloads and 20 reviews in
1 month
Result Validated 45/50 Invalidated <4/10Invalidated
Conversion on mailing <1%
Invalidated 2/15 Invalidated 1/15 In progress In progress
Learned
Groups bigger than 10 people
Open group Milestone in life
Gift advice
Not the right group
Alternatives are great
Not the right group Alternatives
are great
Know what to buy and if not: ask others or give
money/gift voucher
Know what to buy and if not: ask others or give
money/gift voucher
Decision Look for early adopters group
Look for early adopters group
Kill “group gifting” focus on “gift
advice”
Interview other target group
New experiment targetted at
mobile searching
Thursday, November 15, 12
Status quo
Test group gifting on “secretaresses”
Test mobile gift advice
Test “Buy together” - plugin
Keep testing new ideas
Thursday, November 15, 12
The moral of the story
Planning to build a succesfull company?
Validate your ASSumptions first!
Thursday, November 15, 12
Want to help?
Download our iPhone appSearch for “Plesents” in iStore
Leave a review!
Thursday, November 15, 12
Want more?
Blog.plesents.nl
Twitter: Plesents_nl
Facebook.com/Plesents
[email protected]/[email protected]
Thursday, November 15, 12
Recommended
