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LEAN STARTUP
     WORKSHOP
Practical ways to turn
   your idea into a
 successful product
WHO ARE WE
             Stuart Eccles
             Charlotte Hillenbrand
             Cath Richardson


             Salim Virani


             Rob Fitzpatrick
EXPLOITING
DISRUPTIVE
INNOVATION
MAKING STUFF
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
THE LEAN STARTUP MOVEMENT
•   Rapid prototyping to test hypotheses
•   Minimum Viable Product (MVP)
•   Nail it then scale it
•   Customer obsession
•   THE LEAN STARTUP MOVEMENT
    Iterative, metrics-driven & Agile
•   Learn fast, don’t fail fast
SCIENTIFIC
APPROACH TO
  STARTUP/
  PRODUCT
DEVELOPMENT
ITS ABOUT
  RUNNING
EXPERIMENTS
BEFORE SCALING
 TO UNIVERSE
   DENTING
 PROPORTIONS
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
HOW DO WE KNOW WE ARE
MAKING PROGRESS?
The unit of success we use is
measure in “validated learning”
BREAKING
  GROUND
ON AN IDEA
HOW DO YOU KNOW IF YOUR
   IDEA IS WORTH YOUR
  TIME, MONEY, EFFORT?
“We always have a vision
that is clearly articulated, big
enough to matter & shared
by the whole team.

“Our goal is always to
discover which aspects of
this vision are grounded in
reality & adapt those
aspects that are not.”
BY TESTING YOUR IDEA ON YOUR
POTENTIAL CUSTOMERS YOU WILL
   LEARN IF YOU ARE ON TO
         SOMETHING
DO THEY HAVE   WILL THEY PAY
    THIS       YOU FOR YOUR
 PROBLEM?       SOLUTION?
CUSTOMER DEVELOPMENT
An active approach to engaging
with users which tests our
assumptions

And builds customer intimacy
with potential customers
GET OUT
 OF THE
BUILDING
THIS IS WHAT WE WILL
CONCENTRATE ON TODAY
Biggest barriers to realising the
value of Lean Startup:

Talking to people

Giving over your ideas to
examined in broad daylight
BUILDING AN
    MVP
THE MINIMUM VIABLE PRODUCT
The minimal set of features that
solves the problem and provides
value

Something that can be measured and
tuned

Doesn’t have to have the same form
as the final product
EXPERIMENTING
     AND
  OPTIMISING
INNOVATION ACCOUNTING
Measure what is actionable,
track every input and change

Run split experiments to prove
your hypothesis on your product
+152%
OPTIMISING THROUGH METRICS
AND CUSTOMER INTERVIEWS WORK
          IN TANDEM
SKYPE IN THE
 CLASSROOM
SKYPE CAME TO US WITH A
COMMS BRIEF
They’d noticed that teachers all over the
world were using Skype in extraordinary
ways.

They wanted us to collect these stories
and use them to promote the service &
inspire other teachers.
WE RESPONDED WITH SOME
NON-MARKETING IDEAS
Layer a new service on top of the basic
free communication service

Use a customer-centric and test-driven
way of working out what that service
would be
OUR INITIAL ASSUMPTIONS WERE
THAT IT WAS ALL ABOUT A LESSON
 PLANNING TOOL WITH EXAMPLES,
IDEAS AND TIPS ON INTEGRATING
      SKYPE INTO LEARNING
We discovered immediately that their biggest obstacle was
  actually finding other teachers who also used Skype
They also told us that teachers don’t have time to read lots
 of lesson plans - video clips would be much more helpful
BRAINSTORM SKETCHING               USE CASES                       PROTOTYPES




                                                                   USER JOURNEY
                                        SKETCHES
         INTERVIEWS




                                           HIGH FIDELITY DESIGNS
                  SERVICE MODELS
ONLINE SURVEYS
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
PIVOT OR
PERSEVERE
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
AN
         INTUITIVE
         LEAP
LOCAL
MAXIMA
“Our goal is always to
discover which
aspects of this vision
are grounded in
reality & adapt those
aspects that are not.”
PIVOT: ONE FOOT STAYS WHILE
THE OTHER MOVES
In course correction to a new
strategy to test a new fundamental
hypothesis

A human decision assisted by
metrics and customer intimacy

Should be hard and fast with a new
strategy already defined
TYPES OF
 PIVOT
ZOOM-IN PIVOT
What was considered a single
feature becomes the entire
product.
ZOOM-OUT PIVOT
What was considered the entire
product becomes a feature(s) of
the new product.
CUSTOMER SEGMENT PIVOT
The product is valuable but not
to its intended customers so a
new customer segment is
defined.


CUSTOMER ZOOM-IN
CUSTOMER ZOOM-OUT
CUSTOMER NEED PIVOT
The problem solved is not very
important, or money isn’t
available to buy. This requires
repositioning, or a new product,
to find a problem worth solving.
PLATFORM PIVOT
From an application/solution to
a platform or vice versa
BUSINESS ARCHITECTURE PIVOT
From low margin/high volume to
high margin/low volume or vice
versa
ENGINE OF GROWTH PIVOT
Sticky
Viral
Paid
Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011
WRAP UP
LEAN STARTUP ISN’T THAT HARD
Find a culture of testing,
experimenting and iterating.

Make Test Learn

Build an MVP
http://leanca.mp
http://blog.thestartuptoolkit.com
http://madebymany.com/signals/
   the-lean-startup-movement
              @robfitz
@crashtherocks @saintsal
   @ohrworm         @stueccles
LEAN STARTUP
 MEETING AT
UCL TONIGHT!

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Lean startup workshop: practical ways to turn your idea into a successful product -- Internet Week Europe 2011