The document discusses building a Minimum Lovable Product (MLP) instead of a Minimum Viable Product (MVP). An MLP has just enough features and a strong user experience to gather validated learning from customers and retain them, while an MVP only focuses on gathering learning. Building an MLP from the start allows companies to create more valuable and loyal customers who will forgive mistakes. The document provides templates for a Business Model Canvas and Lean Startup Canvas to help plan an MLP, and advises conducting primary and secondary market research to test hypotheses and gather insights that can influence the product development.
1. Screw MVP, Build a MLP
the Minimum Lovable Product
track to better success
BrandonT. Luong
@BrandonTLuong
2. Because the purpose of business is
to create a customer, a business only
has only 2 functions: marketing and
[disruption]*. Both produce results;
all the rest are costs.
Peter Drucker
“”
*Originally stated innovation, but you can be disruptive without being innovative
3. MVP
A product which has just enough features to gather
validated learning about the product and its continued
development.
minimum viable product
9. Brings out the
maximum love
• Allows alpha customers to
forgive you when you fuck
up, which you will
• Creates more valuable
customers and potential
brand advocates
• Superior user experience
14. Repeat customers are likely to buy
again than new customers
probability of
purchasing from
existing customer
probability of
purchasing from
new customer
60% - 70% 5% - 20%
15. 80% of future revenue will
come from 20% of existing
customers
Gartner
“”
16. Drake says no new
friends; make some
new friends but
remember to keep
ones
“”
17. In order to build
to a MLP,
you have to
start with a
framework
20. END
LOVABLE PRODUCT RESOURCES DISTRIBUTION EXTERNAL FORCES
LUONG BIZ CANVAS STARTUP NAME DATE
START
PROBLEM CUSTOMER
SEGEMENT
VALUE
PROPOSITION
REVENUE COST
Luong Biz Canvas
21. END
LOVABLE PRODUCT RESOURCES DISTRIBUTION EXTERNAL FORCES
LUONG BIZ CANVAS STARTUP NAME DATE
START
PROBLEM CUSTOMER
SEGEMENT
VALUE
PROPOSITION
REVENUE COST
What are you
trying to solve?
For who are you
solving the
problem?
What is the value
you’re offering to the
customer(s)?
How are you
going to make
money and how
much?
How much will
this venture cost
you?
What is the actual
product you want
to sell?
Knowledge, capital, number of
team, expertise, etc.
Are you reaching people by app
stores, farmers’ market, online store,
pop-up shop
What forces are trying to kill your
idea, ie too many competitors,
substitutions, laws/regulations,
unsophisticated consumers?
22. END
LOVABLE PRODUCT RESOURCES DISTRIBUTION EXTERNAL FORCES
LUONG BIZ CANVAS STARTUP NAME DATE
START
PROBLEM CUSTOMER
SEGEMENT
VALUE
PROPOSITION
REVENUE COST
23. Keep the canvas
for future
iterations
*you’re going to be changing it as you move forward
27. Break it down to two types of research
methods
Primary
Info gathered first person
- Surveys
- Interviews
- Personal data
Secondary
Info gathered by noninvolved parties
- Google
- Academic journals
- White papers
29. data
insights
implications
Data that should be converted into digestible information
Take info and uncover the gold nuggets
Gold nuggets turn into stuff for organization; not all insights become
usable
31. Implications will influence multiple aspects of
your company
Design
- Typeface
- Color palette
- Logo design
Marketing
- Tone
- Messaging
- Potential mascot
Customer XP
- Shopping XP
- Support
- Thanking