Design Your Way to Product/Market Fit by Christina Wodtke - The Lean Startup Conference 12/10/14
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Finding product/market fit is the key to success for new ventures. But it's often elusive, and understanding the needs and desires of your potential customers is harder than many of us expect. Christina Wodtke, of Wodtke Consulting, shares design techniques to help you glean meaningful insights about your target market.
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Design Your Way to Product/Market Fit by Christina Wodtke - The Lean Startup Conference 12/10/14
- 1. Design Your Way to Product/Market Fit @cwodtke www.eleganthack.com
- 2. Photo credit: SDASM Archives
- 3. Photo Credit: Nationaal Archief
- 4. Rachleff's Corollary of Startup Success via pmarca.com The only thing that matters is getting to product/market fit.
- 5. Could you get to product/market fit in one week?
- 7. 16 week Lean Launchpad class in 1 week
- 8. THEY DID IT
- 9. A PLAN FOR TUITION
- 10. What makes designers effective?
- 11. DISTRIBUTED COGNITION Photo: woodleywonderworks
- 13. HANDS
- 14. POST-ITS
- 15. WALLS
- 16. •Frees up memory •Allows you to see connections •Share insights & understanding
- 17. You can get insights for product/market fit with 3 techniques
- 18. 1. FRAGMENTING AND FREELISTING
- 19. Why? Make information modular in order to recombine
- 20. EXERCISE • Get out your post its • List everything you like about travel • 1 item per post-it
- 21. EXERCISE • Get out your post its • List everything you HATE about travel • 1 item per post-it
- 22. 2. CHUNKING INTO AFFINITY GROUPS
- 23. How? • Put idea with like ideas • No rules, just seek patterns • remix
- 24. Play with possible models Relationship to other data Credit: Steve Portigal
- 25. Play with possible models Frequency Credit: Steve Portigal
- 26. Play with possible models Timeline Credit: Steve Portigal
- 27. Play with possible models The 2 x 2 Credit: Steve Portigal
- 28. Example: PAIN/GAIN matrix • Get out the pain/gain matrix • TOGETHER with a neighbor, map post-its against the matrix
- 29. Why? Discover unexpected insights in the data Photo credit Eirik Newth
- 30. 3. MAPPING TO FRAMEWORKS
- 31. What is a frame work? A scaffold for thinking about a problem
- 32. How? • Select a framework • Map post-its against it • Do more research/freelisting to fill in blanks
- 33. PATTERNS?
- 34. OPPORTUNITI ES?
- 35. Why Frameworks? Discover hidden patterns Photo credit Marc Phu
- 36. Why Frameworks? Find missing areas of inquiry and fill them in. Photo credit Marc Phu
- 37. EMPATHY MAP Adrian Howard https://www.flickr.com/photos/adrianhoward/8710477211/in/photolist-9zsm7U-9zsoeo-9zsmo3-9zpnNe-aKVQVM-ob4zF5-5wrz1p-egHtpz- 9zpqGM-9zsooJ-9zspTN-9zpqa2-9zspL9-9zskPA-9zskZd-bJ5qVx-opHAHj-psEPoY-c3gTjN-ebVuVA-9H7uru-ebPQrT-egHuq4-77aN2N-brpNWc
- 39. MORE FRAMEWORKS FOR YOU
- 40. MENTAL MODELS
- 41. User needs go here Offerings goes here Opportunities! Photo credit: Indi Young
- 42. Photo credit: Indi Young
- 46. You know this one…
- 48. Freelist your points Chunk them into themes Map them to a story arc! Photo taken at Duarte Workshop
- 49. Your meeting?
- 50. Get up! Use the walls!
- 51. Remember 1. Fragmenting + 2. Chunking + 3. Mapping
- 52. = INSIGHTS!
- 53. Learn More: Classes Books THE CREATIVE FOUNDER At Stanford CE. & General Assemb.ly http://www.eleganthack.com/c ategory/speaking/ for more info
- 54. THANK YOU @CWODTKE WWW.ELEGANTHACK.COM
Editor's Notes
- When I was getting ready to pitch my first startup, I had a meeting with a “friendly” VC, the brother of a pal of mine. He told me a story I can never forget. He asked me if I really wanted to raise money. He said, a startup is like a new kind of plane. your big struggle is to get your plane off the ground. It may take awhile to get it to even run, and to get it to get lift. When you take money, suddenly you have a runway. (I bet you wondered where the term runway came form? Perhaps from my pal) And, he said, at the end fo that runway is some really tall trees. So you have to be going fast enough and everything working or you don’t clear those trees. If you are bootstrapping, and you can’t get velocity, you can always slow down, turn around, fix the problem and go again. But once you take money, well, the VC is going to want to you try for takeoff no matter how sure you feel…. https://www.flickr.com/photos/sdasmarchives/12640916783/in/photolist-mLqyDD-9Ejegr-oumoBq-9EmekU-9EnpnU-bWgQaE-aiFdeC-9EmWyG-7ZAuGp-d1rvxY-8phfrg-kg31a6-dHE9jL-d1rwL5-mLqwx6-dk4WwE-e5d7RK-7ZAq9r-d1rxvs-bcmj3i-aiFNaC-fZNQ78-7XoKtA-7WWdTC-dV8FfY-9Emegf-8nP1aV-ecurDB-9EmR37-7ZAqfZ-7WSJnE-eejxR6-mLvj1b-dYR4Dy-9Enmk7-7ZDEZb-7ZDAAb-d1rvzW-dV2o3V-7XiYYz-dk3A8M-7ZCAsm-cyk9es-cmjxBb-e1H8vb-dk3ptZ-7ZAqov-aBQzeX-evTMVL-7Zntat
- And this doesn’t always end well. The reality is, if you’ve got a startup, time is your enemy. You are running out of money and your competition is breathing down your neck. https://www.flickr.com/photos/nationaalarchief/3018262533/in/photolist-5AHoic-5qcQAo-cA7iqb-77pxWi-5qcShf-4Trqvq-d1zLy7-aiCqgx-5TyDbW-77pxRX-dk33FP-aiCq8r-8agRrU-aiFdSG-7Xksmk-djL8wx-9Q2qSc-77pqzi-dk59fj-4idfpS-pmudLY-c9wKUN-c9wL27-8m5Hh9-8phfJv-fuozat-61CimS-cc8nHy-gc8gqW-hySEHr-7DL1mN-8m2xo4-e4A8HQ-do6HPD-do6HRX-8m2xii-nQGhJx-7ZanHM-e7XQDy-e4umwi-dhZSb4-8m2xoF-mwvcNK-77tmfS-dk2WuF-hw2ioJ-8m2xS4-89fPz6-fZNiy5-fZNq8D
- This your only hope. If you’ve got product market fit, you can raise more money. You might not even need to raise more money.
- I was asked to teach entrepreneurship in Copenhagen at CIID
- https://www.flickr.com/photos/wwworks/210593812/in/photolist-jBmcN-9beqom-7tJ1ER-5XyiQ7-9uQJsx-bqJUwJ-k6TeEL-9pTDfn-4kRSFb-aatB6j-5Sqz9E-9pXben-dmqHrd-5eq4ou-6RBC5s-4SpuB2-9mLVdK-7rsp8U-6WRDfD-5iMrou-5x6wgD-avPV1s-dmpTWx-8PECds-avMd6i-dWxfwR-avPNJA-LS3YV-avMcyx-9rFM9F-3KyCxf-juRNKh-juRMWo-avQ8q7-avQ1Z7-6uMkoe-bqGoCC-7m1pp2-aWi8m-aHM6Li-pSdKNK-7nrody-9FGUJr-6TVGG-4FoTom-644Ln2-fTQpp-dRsLkh-cPKBK-k1H7g
- https://www.flickr.com/photos/kaibara/4482548444/in/photolist-2GmX1-9y3cg8-iG8d4f-awv5gi-5mwyBi-7ztVjs-7Q7eu1-2shyzK-7EGXfp-747eSA-7LBeeM-5SyWCC-6z5DPj-9qQCXp-edv3ed-7FCbzW-8DtSfu-awxDb9-cNzxdh-bznr1u-bznoPG-5VkEFn-ag6rQQ-5tvJKC-awxN49-uq8MA-95MgVo-eVHyf2-9mdC8g-bxUXhS-nBvsYq-64uGs6-bNyaD6-bLPf26-7AT4rp-bLPdd2-7vdRu-dqBy11-6aYkZp-8aDmE1-akiAvP-bo5UXr-o3shDK-6ZdEEx-5Us2wx-5d92QM-8T8qYG-F27NS-6ZhEFb-gXoAY6
- Benefits include working with individual aspects of complex systems, obtaining information about inner structures, revealing hidden information and patterns https://www.flickr.com/photos/bdesham/2432400623/in/photolist-4GWFXM-bN8fiD-bxTeiW-nSfShi-a1gXu6-7EoLZF-cD7Gsy-bnnin4-biKE3B-6N44Ay-bQvggp-nUiZpi-9ff7LL-7FK1bV-pdBRWJ-7ZYuSQ-bPvScR-5ahnX8-nA4Sba-67rTzo-bPvSbv-4JwoVJ-biKDq8-bod1S7-av4ne5-ptWbJU-bQc1fK-bwsn5n-9KCchQ-bvSHai-n6gDh-9r8Sn5-biKD84-8VGBoG-ddarfm-746b7-AoFtn-jk5dq-9r5U1V-bBhm5G-pMdyde-9r7zfL-9r9m93-91GcYS-bQc1hv-5UnNBn-cgCuuh-bBhkMJ-8Vsd5C-8iJLLV
- 2 min
- 2 min
- https://www.flickr.com/photos/17997843@N02/8651071224/in/photolist-ebt15q-8QrR5h-eR12Nw-7NUn5t-9jp2qo-66ZpCP-6avTUt-9fk12B-9x1tCJ-84oFpD-pSVrgU-5wbNKZ-4ptr4t-4kUbmW-4VeWPL-4xG9eW-8T1Fk8-dSsTKs-4QncQB-74grSb-711K5g-5bypdv-PoVBt-avxWed-7MiKd-ho2T-81L4B2-4pxGg9-cN3ZNf-5rMwqS-7w5g5c-24tG8K-2aiLHa-61m23G-5VdMoF-3VCHM-EENAj-5UuR9Y-5Dboa3-ek9yPX-dhHCx9-5ty84v-6huwa4-dsGThR-gE6o8-cvoPX-4sfHWp-pGCmp-q1JfN-awXoQj
- 8 minutes
- Reducing burden on long term and working memory, grouping related information, discovering patterns and interrelationships, storing information as a chunk to retreive https://www.flickr.com/photos/eiriknewth/238679888/in/photolist-n6idu-bQu5TH-91D5NX-oRSD1p-a1jJsA-dgLmhm-btsp9A-aT33uK-9VX5vp-iwtF3-bQu5W4-8VJod7-8iW9ZH-biKDJV-9r8z1N-bPvRXH-6x8vSa-yZsKx-9r4L6e-7U3wh7-jH4tBF-bNmr8X-n6qhz-8Vsd2h-bQu5NV-bBzp9s-8VXB6o-9u72bL-bKQmnk-f8qkVQ-bztp1U-4fuqn5-dgLkk8-5cenX-n6iEp-97dc69-8VGCu1-bzyUxf-nDy3yt-7vJSJD-b6LMj6-dgLkv7-n6nyo-7vLqos-2nniXv-9qZXg9-ch89vd-dW9nXA-anzmZN-6TPy5b Lego City:The people of Oslo were asked to build their city of the future, using white Lego bricks. The result was stunning.
- https://www.flickr.com/photos/17997843@N02/8651071224/in/photolist-ebt15q-8QrR5h-eR12Nw-7NUn5t-9jp2qo-66ZpCP-6avTUt-9fk12B-9x1tCJ-84oFpD-pSVrgU-5wbNKZ-4ptr4t-4kUbmW-4VeWPL-4xG9eW-8T1Fk8-dSsTKs-4QncQB-74grSb-711K5g-5bypdv-PoVBt-avxWed-7MiKd-ho2T-81L4B2-4pxGg9-cN3ZNf-5rMwqS-7w5g5c-24tG8K-2aiLHa-61m23G-5VdMoF-3VCHM-EENAj-5UuR9Y-5Dboa3-ek9yPX-dhHCx9-5ty84v-6huwa4-dsGThR-gE6o8-cvoPX-4sfHWp-pGCmp-q1JfN-awXoQj
- Discussion slide here
- https://www.flickr.com/photos/marc0047/3646709081/in/photolist-6yfkyv-6yecHR-6yiks7-6kRm9k-6kRm7x-6yfkCP-6yisCS-6yikUA-6yed6e-6yfkmv-6yedrr-6yjssf-6yfkcM-6yedw4-6yed2v-6yikzE-6yecCR-6yikdw-gB1UY-a2V1WS-azxPLq-dYmLND-buo7zB-8ixZk2-D3LnV-6yejPR-6yisw9-6yejLa-6yjsRb-6yisdN-7EUqHX
- https://www.flickr.com/photos/eiriknewth/238679888/in/photolist-n6idu-bQu5TH-91D5NX-oRSD1p-a1jJsA-dgLmhm-btsp9A-aT33uK-9VX5vp-iwtF3-bQu5W4-8VJod7-8iW9ZH-biKDJV-9r8z1N-bPvRXH-6x8vSa-yZsKx-9r4L6e-7U3wh7-jH4tBF-bNmr8X-n6qhz-8Vsd2h-bQu5NV-bBzp9s-8VXB6o-9u72bL-bKQmnk-f8qkVQ-bztp1U-4fuqn5-dgLkk8-5cenX-n6iEp-97dc69-8VGCu1-bzyUxf-nDy3yt-7vJSJD-b6LMj6-dgLkv7-n6nyo-7vLqos-2nniXv-9qZXg9-ch89vd-dW9nXA-anzmZN-6TPy5b Lego City:The people of Oslo were asked to build their city of the future, using white Lego bricks. The result was stunning.
- http://www.gamestorming.com/core-games/empathy-mapping/