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“Life’s too short to build something nobody wants.”
Ash Maurya
MVP1 Week
the
Alexis Roqué@alexisroque
Co Founder
Alexis Roqué@alexisroque
Co Founder
Technology“Any su!ciently advanced technology is indistinguishable from magic.”Arthur C. Clarke
Design
“The simplest way to
achieve simplicity is
through thoughtful
reduction.”
John Maeda
Business“Business has only two functions: Marketing
and Innovation.”
Peter Drucker
Salesman Scientist
Entrepreneur A
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Entrepreneur B
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Entrepreneur C
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Entrepreneur C
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Entrepreneur C
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Entrepreneur C
00050000150MONEY DAYS
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Entrepreneur C
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Entrepreneur C
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Entrepreneur C
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LEARN
IDEAS
BUILD
MEASURE
CODEDATA
MVPMinimum Viable Product
If you are not embarrassed by the first
version of your product, you’ve
launched too late.
Reid Hoffman
Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
Startup Metrics for Pirates: AARRR!
Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
Before Product / Market Fit
Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
Before Product / Market Fit
Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
After Product / Market Fit
Pivot or Proceed?
Hoy would you feel if you cloud no longer use
[product_name]?
Very disappointed
Somewhat disappointed
Not disappointed (it really isn’t that usefull)
N/A - I no longer use [product_name]
False negative: “customers would have
liked the full product, but the MVP sucks,
so we abandoned de vision.”
Visionary complex: “but customers
don’t know what they want”
Too busy to learn: “ it would be faster to
just build it right, all this measuring
distracts from delight customers.”
CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Cost Structure
Solution
Key Metrics
UVP Unfair Advantage
Channels
Revenue Streams
Lean Canvas, Ash Maurya
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Cost Structure
Solution
Key Metrics
UVP Unfair Advantage
Channels
Revenue Streams
1 2 3
4
1
23
41
2
34
Product Risk
Customer Risk
Market Risk
Lean Canvas, Ash Maurya
Customer Segments
Early Adopters
Cost Structure
Problem
Existing Alternatives:
Solution
Key Metrics
UVP Unfair Advantage
Channels
Revenue Streams
Lean Canvas, Ash Maurya
Customer Segments
Early Adopters
Cost Structure
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Unfair Advantage
Channels
Revenue Streams
Lean Canvas, Ash Maurya
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
Empathy Map
Name the person Seeing
Feeling
Hearding
Doing
Customer Segments
User PersonaCustomer Segments
User PersonaCustomer Segments
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
Problem
Problem
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
Solution
Solution
High risk
UnknownKnown
Low risk
Prioritization Matrix
Solution
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
UVP
TemplateFor ____________ (target customer)
who ____________ (statement of the need or oppertunity)
our (product/service name) is ____________ (product category)
that (statement of benefit) ____________ .
Sample(s)For non-technical marketers
who struggle to find return on investment in social media
our product is a web-based analytics software that translates engagement metrics into actionable revenue metrics.
Geoff Moore’s Value Positioning Statement
UVP
Template[Proven industry example] for/of [new domain].
Sample(s)Flickr for video.Facebook for dogs.The Firefox of media players.
Venture Hacks’ High-Concept Pitch
UVP
Template“We help X do Y doing Z”.
Sample(s)We help non-technical marketers discover return on investment in social media by turning engagement metrics into revenue metrics.
Steve Blank’s XYZ
Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
Key Metrics
CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview
InterviewCost per Café con Leche
(from 1€ to 20€)
InterviewFreemium
(from 14,95€ to 199,95€ / month)
wufoo.com
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
AdWordsCost per Click (CPC)
(from 5€ / campaign)
google.com/adwords
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
SketchCost per page
(from 0,20€ / page)
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup
MockupCost per Service
(from 300€)
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers
Raise FundsFee
(5% fee to the funds collected)
kickstarter.com
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
VideoPay per video
(from 39€ / video)
videolean.com
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Landing PageFreemium
(from 49€ / month)
unbounce.com
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
Concierge MVP
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
The Product
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
The Product
Crash Test MVP
Crash Test MVP
makelean.com
Cost per MVP(from 2.499€ Coming Soon)
Multiscreen
Feedback
Social
Metrics
Payment
Reperts
Start Finish
Start
Start
Validate your idea with real users
without coding, design and risk.
Code Design Capital Risk
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
The Product
Crash Test MVP
CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
www.makelean.com @[email protected]