Hashtag: #leanstartup
ASH MAURYA@ashmaurya
ashmaurya.comspark59.com
MVP CASE-STUDY
IDEAS
PRODUCTDATA
MEASURE
BUILDLEARN
IDEAS
PRODUCTDATA
MEASURE
BUILDLEARN
Customer InterviewsDemosTeaser PagesSmoke TestsRelease 1.0Concierge MVPWizard of Oz MVP
An MVP is the smallest solution thatdelivers customer value.
IDEAS
PRODUCTDATA
MEASURE
BUILDLEARN
Customer InterviewsDemosTeaser PagesSmoke TestsRelease 1.0Concierge MVPWizard of Oz MVP
An MVP is the smallest solution thatdelivers customer value.
(BONUS: And captures customervalue.)
01 Finding a problem worthsolving
AGENDA
02 Defining the MVP
03 Maximizing for learning
01 Finding a problem worthsolving
AGENDA
02 Defining the MVP
03 Maximizing for learning
Time
Time
Blog
Time
BlogBook
Time
BlogBook
Workshops
Time
BlogBook
Workshops
Solution
Awesome
We built it and we didn’t expect it to be a company, we were just building this because we thought it was awesome.
- Mark Zuckerberg
Solution
Your “solution” is NOT theproduct
Problem Solution Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Cost Structure Revenue Streams
Your business model is the product
ProblemInterviews
Time
BlogBook
Workshops
PROBLEM CUSTOMER SEGMENTS
PROBLEM CUSTOMER SEGMENTS
EXISTING ALTERNATIVES
EARLY ADOPTERS
PROBLEM CUSTOMER SEGMENTS
PROBLEM CUSTOMER SEGMENTS
1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.
EXISTING ALTERNATIVES
EARLY ADOPTERS
PROBLEM CUSTOMER SEGMENTS
PROBLEM CUSTOMER SEGMENTS
1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.
EXISTING ALTERNATIVES
EARLY ADOPTERS
Software Companies
PROBLEM CUSTOMER SEGMENTS
PROBLEM CUSTOMER SEGMENTS
1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.
EXISTING ALTERNATIVES
EARLY ADOPTERS
1. Homegrown2. Analytics & CRM software
Software Companies
PROBLEM CUSTOMER SEGMENTS
PROBLEM CUSTOMER SEGMENTS
1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.
EXISTING ALTERNATIVES
EARLY ADOPTERS
SaaS products with > 20 sign-ups/day
1. Homegrown2. Analytics & CRM software
Software Companies
01 Finding a problem worthsolving
AGENDA
02 Defining the MVP
03 Maximizing for learning
SOLUTION
SOLUTION
1. Pirate metrics + cohorts2. Lifecycle messaging3. Actionable visualization
SOLUTION
1. Pirate metrics + cohorts2. Lifecycle messaging3. Actionable visualization
Simple to understand.Hard to implement so it’ssimple.
ProblemInterviews
Time
BlogBook
Workshops
BuildDemo
You don’t need code to test a vision.
1. Are we making progress? - WHAT
Thursday, April 12, 12
1. Are we making progress? - WHAT2. What caused the change? - WHY
Thursday, April 12, 12
1. Are we making progress? - WHAT2. What caused the change? - WHY3. How do we improve? - HOW
Thursday, April 12, 12
June
Acquisition1000 (100%)
Activated800 (80%)
Retention500 (50%)
Revenue100 (10%)
Pros: Simple and visual
May June
Acquisition1000 (100%)
Activated900 (90%)
Retention500 (50%)
Revenue100 (10%)
Acquisition900 (100%)
Activated750 (83%)
Retention500 (56%)
Revenue95 (11%)
Cons: Hard to see what changed.
May June
Activation1000 (100%)
Activated900 (90%)
Retention500 (50%)
Revenue100 (10%)
Activation900 (100%)
Activated750 (83%)
Retention500 (56%)
Revenue95 (11%)
May June
Activation1000 (100%)
Activated900 (90%)
Retention500 (50%)
Revenue100 (10%)
Activation900 (100%)
Activated750 (83%)
Retention500 (56%)
Revenue95 (11%)
May June
Activation1000 (100%)
Activated900 (90%)
Retention500 (50%)
Revenue100 (10%)
Activation900 (100%)
Activated750 (83%)
Retention500 (56%)
Revenue95 (11%)
ACTIVATION RATE
RETENTION RATE
PAID
JUNE MAY
900 signed-up
11%
83%
56%
20 40 60 800 100
1000 signed-up
10%
90%
50%
20 40 60 800 100
ACTIVATION RATE
RETENTION RATE
PAID
JUNE MAY
900 signed-up
11%
83%
56%
20 40 60 800 100
1000 signed-up
10%
90%
50%
20 40 60 800 100
ACTIVATION RATE
RETENTION RATE
PAID
JUNE
1000 signed-up
10%
90%
50%
20 40 60 800 100
Days not weeks or months.
ProblemInterviews
Time
BlogBook
Workshops
BuildDemo
SolutionInterviews
01 Finding a problem worthsolving
AGENDA
02 Defining the MVP
03 Maximizing for learning
Attention Interest Desire Action
Attention Interest Desire Action
01 Nail the problem.
Attention Interest Desire Action
02 Deliver a compelling demo.
Attention Interest Desire Action
100
1,000
10,000
100,000
High-touch, Market Risk, Qualitative
Self-serve, Technical Risk, Quantiative
10
100
1,000
10,000
CUSTOMERSPROSPECTS / USERS
Stage 1
Stage 2
Stage 3
Stage 4
10X Product Launch
03 Unintentional use of prizing and scarcity.
Position your MVP as the prize.
04 Don’t lower sign-up friction. Raise it.
Qualify early adopters.
REVENUE STREAMSREVENUE STREAMSREVENUE STREAMS
30-day trial @ $150-200/mo
EXISTING ALTERNATIVES
1. Homegrown2. Analytics & CRM software
SaaS products with > 20 sign-ups/day
05 Use price anchoring.
$200/mo < 4 developer hours /mo
Could you build a similar homegrownsystem spending half a day/month?
06 Make a big promise you plan on keeping.
Deliver value or go home.
THANKS!