Pivot to Find Product / Market FitFrank V. Taylor
@frankvtaylor#leandc
Ideation
Iteration - I
Problem: Need cheap / safe / legal stress relief
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Customer: Students with $ on campus ID card
Solution: Pay-per-use massage chairs with ID card reader payment system
MVP - I
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Validated Learning 1
Assumption Tested: Students will use massage chairs to relieve stress.
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Experiment: 1 chair in library for 9 days (free)
Result: 550 uses. Assumption Validated
Validated Learning 2
Assumption: Students will pay for the service.
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Experiment: Surveyed 170 users.
Result: 50% reported willingness to pay. Assumption Validated (but suspect)
Important!
“People are terrible predictors of their own
future behavior.”
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Working* Product
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Iteration - II.a
Problem: Stressed out students & negative perception on campus
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Customer: Student Assembly w/ big slush fund
Solution: Sponsor free massages in the library during final exam week
Validated Learning 1
Assumption: Student Assembly will pay to help students relax & improve image on campus.
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Experiment: Pitched sponsorship.
Result: Paid $8K. Assumption Validated
Iteration - II.b
Problem: Money to spend?
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Customer: Student Center facility managers
Solution: Provide free massages in the student center all year
Validated Learning 2
Assumption: This is a repeatable business model.
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Experiment: Pitched to 50 other schools.
Result: 0/50 buy. Assumption Invalidated
Important!
“Test assumptions about customer behaviors that
drive growth.”
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Iteration - II.a
Problem: Stressed out students & negative perception on campus
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Customer: Student Assembly w/ big slush fund
Solution: Sponsor free massages in the library during final exam week
Iteration - III
Problem: Need to attract a captive audience
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Customer: Trade show exhibitors
Solution: Provide free massages in trade show exhibit space
Validated Learning 1
Assumption: Event marketers will rent our massage chairs.
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Experiment: Pitched at industry event.
Result: Restin unit too heavy. Invalidated.
Golden Nugget of Info
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Do you rent regular massage chairs...like the
ones at Brookstone?
Validated Learning 2
Assumption: Event marketers will rent regular massage chairs.
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Experiment: Pitched via website & SEO.
Result: Paying customers in 3 months. 6-figure revenue in 12 months. Assumption Validated.
Success!
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