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Presentation by Manuel Rosso at Startup Lessons Learned 2011 in San Francisco on Ma
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One Year Later: From the Concierge MVP
to a Scalable Business
Manuel Rosso
Revolutionizing the way families
buy groceries and
eat at home
Sale items at your favorite Store Family Preferences Easy to Make Recipes
We knew she cared
How we got the next 100K to show
us love
Stores/Sale Items
Big Plans• Top chains in 50 states• Every store per chain• All Sale items per store
MVP• Only care about 1 store• Made sure that our first
10 users shopped at that store
• Protein drives dinner decision
35,000 StoresOver 1.5M Sale Items
1 Store5 Sale Items
13,000+ StoresOver 400K Sale Items
Recipes
Big Plans• All main ingredients• Cooking methods• Cuisines• Degrees of difficulty
MVP• The right recipes• 5 recipes per ingredient• Progressively add
recipes for new sale items
100,000 recipes 20 recipes
WRONG
30,000+ recipes
UsabilityBig Plans
UsabilityMVP
UsabilityMVP - 2
What we learned
• Break down learning into small steps.• Once you start anticipating user feedback,
you are ready for the next step.• Learn first, code last.
Pay attention to your customers!
The Obvious is Staring you in the face
“Love your product but sometimes I leave the house without my plan”
“I want to do my meal plan in the parking lot of the grocery store”
WK1 WK5 WK100%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Active Users on Mobile