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Experimente am Kunden Experimente am Kunden Lean Startup

Intro to Lean Startup

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Folien zu meinem Vortrag zum Thema Lean Startup auf dem ibo Trendforum Produktmanagement - Vom Geistesblitz zur Innovationsroutine, Wie Sie Ihr Produktmanagement professionalisieren - am 24. Juni 2014, Berlin

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Page 1: Intro to Lean Startup

Experimente am Kunden

Experimente am Kunden

Lean Startup

Page 2: Intro to Lean Startup

Business Analyst Product Owner

Software Developer

Test Manager Scrum Master

Project Manager Agile EnthusiastB2B

B2C

Technical Communication XML

Page 3: Intro to Lean Startup

http://bit.ly/1aZatzc

Page 4: Intro to Lean Startup

FAIL

FAIL

Page 6: Intro to Lean Startup

Produktentwicklung ist riskant

Page 7: Intro to Lean Startup

http://bit.ly/Hb8wXh

Few mention the millions of “epiphanies”

people have had that ended in

years of failure.(Scott Berkun, The Myths of

Innovation)

Page 8: Intro to Lean Startup

Vorsprung ist nicht von Dauer.

Die Marktdynamik steigt.Technologie senkt Eintrittsbarrieren.

Mehr Wettbewerb durch Globalisierung und Vernetzung

Page 9: Intro to Lean Startup

Kunden werden anspruchsvoller.Und sind weniger treu.

Page 10: Intro to Lean Startup

Keine Zeit für Abenteuer

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Page 12: Intro to Lean Startup

Fragen wir

die Kunden!?

Page 13: Intro to Lean Startup

If I had asked people what they wanted they would have said a faster

horse (Henry Ford)

http://bit.ly/1ljCHKt

Page 14: Intro to Lean Startup

Radikale Verbesserung erfordert Abstand vom Gewohnten

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Was sollen wir tun?

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Lean Start Up

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Lean Production

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Lean StartupEric Ries, 2008

By Margot Duane 2012 [CC-BY-SA-2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons

Page 20: Intro to Lean Startup

customer feedback during

product development

ensures that the producer

does not invest time

designing features or

services that consumers do

not want.

http://en.wikipedia.org/wiki/Lean_startup

Page 21: Intro to Lean Startup

http://bit.ly/1bLuTg7

Feedback ≠

Was willst Du haben?

Page 22: Intro to Lean Startup

Validated

Learning

Page 23: Intro to Lean Startup

Validated Learning

★ Develop Hypothesis

★ Create Minimum Viable Product

★ Test hypothesis

★ Assess result

★ Repeat!

Page 24: Intro to Lean Startup

Validated Learning

★Develop Hypothesis

Page 25: Intro to Lean Startup

http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A

Hypothese: eine

Aussage, deren

Gültigkeit man für

möglich hält, die aber

nicht bewiesen oder

verifiziert ist.

Page 26: Intro to Lean Startup

Lean Canvas

© Business Model Generation, Alexander Osterwalder et al, 2010

Cost Structure Revenue Streams

Key Partners Key Activities Value Proposition Customer Relationships

Customer Segments

Key Resources Channels

efficiency value

Page 27: Intro to Lean Startup

Empathy Map

Page 28: Intro to Lean Startup

Validated Learning

★Create Minimum

Viable Product

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➔Prototypes

➔Landing Pages

➔Human Computer

➔Crowd Founding

Page 30: Intro to Lean Startup

Validated Learning

★Test Hypothesis

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Experiment aufsetzen

Kennzahlen messen

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http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A

An actionable

metric is one that

ties specific and

repeatable

actions to

observed results.

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A/B Test

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http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A

Variation einer

Eigenschaft unter

sonst gleichen

Bedingungen

Page 35: Intro to Lean Startup

Validated Learning

★Assess Result

Page 36: Intro to Lean Startup

Wie ist die Ausbeute?

Page 37: Intro to Lean Startup

http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A

Bestätigt das

Experiment

die

Hypothese?

Page 38: Intro to Lean Startup

Validated Learning

★Repeat!

Page 39: Intro to Lean Startup

There is no such

thing as a failed

experiment, only

experiments with

unexpected

outcomes.

(R. Buckminster Fuller)

Page 40: Intro to Lean Startup

Entscheidend

★ Produkt eignet sich für Experimente

★ Kunden sind bereit zu Versuchen

★ Fähigkeit zu schnellen Iterationen

★ Fähigkeit, Reaktion zu messen

Page 41: Intro to Lean Startup

Rahmenbedingungen

★ Vielfältige und fachübergreifende

Teams

★ Iteratives Vorgehen

★ Positives Umfeld für Kreativität

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Und B2B?

★ Andere Dimensionen

★ Technische Hindernisse

★ Direkte Einbeziehung der Kunden

★ Messung schwierig

★ Qualitatives Vorgehen

Page 44: Intro to Lean Startup

Agile Software Development: Unterstützung der iterativen Produktentwicklung durch schnelle, geplante Produktanpassung

Page 46: Intro to Lean Startup

http://bit.ly/1b2XPzi