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Learn-Measure-Build
Craft Useful Experiments By
Running Backwards
Janice Fraser
March 2014
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
TWEET!
#leankotra
@luxrco
© 2013 LUXr Incorporated, www.luxr.co
June & Pete’s
Wedding Cake
© 2013 LUXr Incorporated, www.luxr.co
http://saptstrength.com/
Pete June
© 2013 LUXr Incorporated, www.luxr.co
April
http://saptstrength.com/
May
June
July
August
© 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
© 2013 LUXr Incorporated, www.luxr.co
freebestpictures.blogspot.com
© 2013 LUXr Incorporated, www.luxr.co
thekitchn.com
© 2013 LUXr Incorporated, www.luxr.co
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
LEAN
Startup
© LUXR.CO APRIL 2013
LEAN
Startup
© LUXR.CO APRIL 2013
Build
measure
learn!
© LUXR.CO APRIL 2013
© LUXR.CO 2013
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
© LUXR.CO APRIL 2013
An approach for building companies that are
creating new products and services in
situations of extreme uncertainty.
The approach advocates creating small
products that test the entrepreneurʼs
assumptions, and using customer feedback to
evolve the product, thereby reducing waste.
Lean Startup is...
© LUXR.CO APRIL 2013
1. List your assumptions.
2. Understand your customers.
3. Experiment efficiently.
4. Adjust direction based on evidence.
© LUXR.CO APRIL 2013
1. List your assumptions.
2. Understand your customers.
3. Experiment efficiently.
4. Adjust direction based on evidence.
© LUXR.CO APRIL 2013
Go backward to go forward.
Learn
Measure
Build
© LUXR.CO 2013
Plot the difference
THINK
release
MAKE
release
MAKE
release
MAKE
RISK=UNVALIDATEDEFFORT
TIME
© LUXR.CO 2013
Lots of little wigglesRISK=UNVALIDATEDEFFORT
TIME
© LUXR.CO 2013
RISK=UNVALIDATEDEFFORT
TIME
Each wiggle is a learning cycle.
MAKE
releaseBUILD
LEARN
BUILD
MEASURE
LUXR.CO JUNE 2012
The Workshop
LUXR.CO JUNE 2012
{Activity}
Identify assumptions
10 assumptions, 1 per sticky
LUXR.CO JUNE 2012
{Activity}
Divide into 2 piles
Will kill the company
in the next 6 months
if weʼre wrong
Everything
else
LUXR.CO JUNE 2012
{Activity}
Review & de-dupe
LUXR.CO JUNE 2012
{Activity}
Stack rank the urgents
LUXR.CO JUNE 2012
{Activity}
Pick the top one
LUXR.CO JUNE 2012
{Activity}
Design an experiment
to learn if this is true.
we believe that ________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
__________________________
Briefly describe it.
State how you will know if the
hypothesis is valid or invalid.
This can be quantitative
evidence or qualitative.
How much time/money/effort
will it take?
LUXR.CO JUNE 2012
{Activity}
Discuss, then pick the
experiment to run.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 days.
Decide
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 weeks.
we believe that ________________
_________________________________
________________________________
________________________________
________________________________
_______________________________
_______________________________
____________ in 2 months.
✔
LUXR.CO JUNE 2012
What’s the right size for
the experiment?
2 days, 2 weeks, 2
months
{Redesign}

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2014 KOTRA Experiments Workshop

  • 1. Learn-Measure-Build Craft Useful Experiments By Running Backwards Janice Fraser March 2014
  • 4. © 2013 LUXr Incorporated, www.luxr.co June & Pete’s Wedding Cake
  • 5. © 2013 LUXr Incorporated, www.luxr.co http://saptstrength.com/ Pete June
  • 6. © 2013 LUXr Incorporated, www.luxr.co April http://saptstrength.com/ May June July August
  • 7. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com
  • 8. © 2013 LUXr Incorporated, www.luxr.co freebestpictures.blogspot.com
  • 9. © 2013 LUXr Incorporated, www.luxr.co thekitchn.com
  • 10. © 2013 LUXr Incorporated, www.luxr.co Zoe Clark, The Cake Parlour
  • 11. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com Zoe Clark, The Cake Parlour
  • 12. © 2013 LUXr Incorporated, www.luxr.co LEAN Startup
  • 13. © LUXR.CO APRIL 2013 LEAN Startup
  • 14. © LUXR.CO APRIL 2013 Build measure learn!
  • 16. © LUXR.CO 2013 Lean Startup is NOT Cheap Startup Fast Startup Shortcut Startup
  • 17. © LUXR.CO APRIL 2013 An approach for building companies that are creating new products and services in situations of extreme uncertainty. The approach advocates creating small products that test the entrepreneurʼs assumptions, and using customer feedback to evolve the product, thereby reducing waste. Lean Startup is...
  • 18. © LUXR.CO APRIL 2013 1. List your assumptions. 2. Understand your customers. 3. Experiment efficiently. 4. Adjust direction based on evidence.
  • 19. © LUXR.CO APRIL 2013 1. List your assumptions. 2. Understand your customers. 3. Experiment efficiently. 4. Adjust direction based on evidence.
  • 20. © LUXR.CO APRIL 2013 Go backward to go forward. Learn Measure Build
  • 21. © LUXR.CO 2013 Plot the difference THINK release MAKE release MAKE release MAKE RISK=UNVALIDATEDEFFORT TIME
  • 22. © LUXR.CO 2013 Lots of little wigglesRISK=UNVALIDATEDEFFORT TIME
  • 23. © LUXR.CO 2013 RISK=UNVALIDATEDEFFORT TIME Each wiggle is a learning cycle. MAKE releaseBUILD LEARN BUILD MEASURE
  • 25. LUXR.CO JUNE 2012 {Activity} Identify assumptions 10 assumptions, 1 per sticky
  • 26. LUXR.CO JUNE 2012 {Activity} Divide into 2 piles Will kill the company in the next 6 months if weʼre wrong Everything else
  • 30. LUXR.CO JUNE 2012 {Activity} Design an experiment to learn if this is true. we believe that ________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ __________________________ Briefly describe it. State how you will know if the hypothesis is valid or invalid. This can be quantitative evidence or qualitative. How much time/money/effort will it take?
  • 31. LUXR.CO JUNE 2012 {Activity} Discuss, then pick the experiment to run. we believe that ________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ ____________ in 2 days. Decide we believe that ________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ ____________ in 2 weeks. we believe that ________________ _________________________________ ________________________________ ________________________________ ________________________________ _______________________________ _______________________________ ____________ in 2 months. ✔
  • 32. LUXR.CO JUNE 2012 What’s the right size for the experiment? 2 days, 2 weeks, 2 months {Redesign}