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Tom Walsham / @tomwalsham - - July 17th, 2015
Application of the bleeding obvious to avoid
clearly signposted pitfalls
How to save your early-stage startup
from certain doom
Tom Walsham
Director of Product
The Working Group
@tomwalsham
25 Years writing Code
15 Years working in Online / Tech
10 Starts annually with TWG clients
5 Years practising Lean Methodology
WHY SHOULD I LISTEN TO THIS GUY? HAS THE CLOSING PARTY STARTED YET?
One of your school friends is a cofounder You’ve been
working at it a few months, with limited traction You
have no revenue, but have t-shirts Your stack is Golang
& Cassandra with a RabbitMQ layer (but you don’t
know why) You don’t talk to users as they don’t say
anything you didn’t already know You’re like trendy
startup X but with a clever twist You have a refined
pitch deck with 5yr projections & market sizing You
have one more feature to build before you really take
off You dream about your big exit, not your company
HOLD ON. THIS LOOKS FAMILIAR
@tomwalsham
01
What are you building?
An existing market need
Problem
Before you build anything
First
IT’S FIRST BECAUSE IT’S LITERALLY THE MOST IMPORTANT THING
@tomwalsham
All happy companies are different:
each one earns a monopoly by solving
a unique problem
“
FOLLOW ADVICE OF MEN IN NICE JACKETS WITH ENIGMATIC STARES
- Peter Thiel
@tomwalsham
[Don’t] Fall in love
(with your idea)
IF YOU LET YOUR LOVE FOR YOUR IDEA CLOUD YOUR JUDGEMENT IT WILL BETRAY YOU
@tomwalsham
[Don’t] Build
someone else’s
idea
COVET NOT THY NEIGHBOUR’S TERRIBLE SITCOM STARTUP IDEA
@tomwalsham
[Do]
Build a Boring
Startup
REVENUE MODELS (BORING). REAL PROBLEMS (BORING). ENTERPRISE (BORING).
@tomwalsham
[Don’t] Get Distracted
By Your Pitch
“BUSINESS PLANS ARE DOCUMENTS INVESTORS MAKE YOU WRITE THAT THEY DON’T READ” - @sgblank
@tomwalsham
Never half-ass two things.
Whole-ass one thing
“
PARKS AND REC. SECOND ONLY TO SILICON VALLEY IN STARTUP WISDOM
- Ron Swanson
@tomwalsham
02
Validating Your Product
[Do] Talk to
Humans.
PLEASE TELL ME YOU’RE DOING THIS AT LEAST
@tomwalsham
We actually want to
talk to our customers
“
IT’S KIND OF AMAZING THAT CUSTOMER SERVICE CAN STILL BE A DIFFERENTIATOR
- Tony Hsieh
CEO, Zappos
@tomwalsham
[Don’t] Follow your
users’ advice
“IT’S ON THE ROADMAP” IS YOUR SECRET WEAPON
@tomwalsham
Those solving similar problems for a
similar user baseCompetitors
[Do] Understand your competitive landscape
Those using similar techniques to solve
problems in different domainsComparables
Those who have failed attempting to do
exactly what you’re tryingCorpses
EVERYONE ALWAYS FORGETS THE CORPSES
@tomwalsham
[Do] Talk to the Corpses
Zombies have good insight
OUCH! GET OFF! YOU’RE STANDING ON MY HEAD
@tomwalsham
[Don’t] Practice Cargo Cult
Product Management
I THINK THAT’S ACTUALLY AN AEROFLOT PLANE
@tomwalsham
THIS IS A SCREENSHOT FROM F-16 STEALTH FIGHTER. THAT’S THE JOKE
[Don’t] Attempt Stealth Mode
@tomwalsham
[Don’t] Be Data Driven …
[Do] Be Data Informed
THE PERILS OF LOOKING AT TWITTER WHEN COMPOSING A DECK. THANKS
@tomwalsham
03
How do you build this thing?
Learn
PROCESS IS NOT A DIRTY WORD
Build
Measure
Rinse & Repeat
[Do] Have a Process
@tomwalsham
[Do] Read Awesome
Books
[Don’t] Get your
process from a book
THE STARTUP EQUIVALENT OF ‘STREET SMARTS’
@tomwalsham
[Don’t] make
Bad Hires
INSERT PITHY BIGHEAD QUOTE HERE
@tomwalsham
[Don’t] Use
Bleeding Edge
Technology
(for its own sake)
MONGOREDISCASSANDRADOCKERRABBITMQGOLANGLISPHASKELLERLANGZEROMQ
@tomwalsham
Premature optimization is the
root of all evil
“
IF YOU KNUTH THE THINGS I’VE SEEN
- Donald Knuth
@tomwalsham
[Don’t]
Fail Fast
Fuck That
WHAT A STUPID LESSON. LEARN FAST, TRY NOT TO FAIL
@tomwalsham
n
Conclusions
[Do] Solve Real Human Problems
[Do] Talk To Users
[Do] Focus
[Don’t] Mimic
[Don’t] Skip Validation
[Don’t] Mistake Ideas for Products
DON’T TAKE ADVICE FROM RANDOMS ON STAGES TOO SERIOUSLY
@tomwalsham
Thanks!
@tomwalsham / @twg / Montreal StartupFest 2015

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Startupfest 2015: TOM WALSHAM (TWG) - "How to" Stage

  • 1. Tom Walsham / @tomwalsham - - July 17th, 2015 Application of the bleeding obvious to avoid clearly signposted pitfalls How to save your early-stage startup from certain doom
  • 2. Tom Walsham Director of Product The Working Group @tomwalsham 25 Years writing Code 15 Years working in Online / Tech 10 Starts annually with TWG clients 5 Years practising Lean Methodology WHY SHOULD I LISTEN TO THIS GUY? HAS THE CLOSING PARTY STARTED YET?
  • 3. One of your school friends is a cofounder You’ve been working at it a few months, with limited traction You have no revenue, but have t-shirts Your stack is Golang & Cassandra with a RabbitMQ layer (but you don’t know why) You don’t talk to users as they don’t say anything you didn’t already know You’re like trendy startup X but with a clever twist You have a refined pitch deck with 5yr projections & market sizing You have one more feature to build before you really take off You dream about your big exit, not your company HOLD ON. THIS LOOKS FAMILIAR @tomwalsham
  • 4. 01 What are you building?
  • 5. An existing market need Problem Before you build anything First IT’S FIRST BECAUSE IT’S LITERALLY THE MOST IMPORTANT THING @tomwalsham
  • 6. All happy companies are different: each one earns a monopoly by solving a unique problem “ FOLLOW ADVICE OF MEN IN NICE JACKETS WITH ENIGMATIC STARES - Peter Thiel @tomwalsham
  • 7. [Don’t] Fall in love (with your idea) IF YOU LET YOUR LOVE FOR YOUR IDEA CLOUD YOUR JUDGEMENT IT WILL BETRAY YOU @tomwalsham
  • 8. [Don’t] Build someone else’s idea COVET NOT THY NEIGHBOUR’S TERRIBLE SITCOM STARTUP IDEA @tomwalsham
  • 9. [Do] Build a Boring Startup REVENUE MODELS (BORING). REAL PROBLEMS (BORING). ENTERPRISE (BORING). @tomwalsham
  • 10. [Don’t] Get Distracted By Your Pitch “BUSINESS PLANS ARE DOCUMENTS INVESTORS MAKE YOU WRITE THAT THEY DON’T READ” - @sgblank @tomwalsham
  • 11. Never half-ass two things. Whole-ass one thing “ PARKS AND REC. SECOND ONLY TO SILICON VALLEY IN STARTUP WISDOM - Ron Swanson @tomwalsham
  • 13. [Do] Talk to Humans. PLEASE TELL ME YOU’RE DOING THIS AT LEAST @tomwalsham
  • 14. We actually want to talk to our customers “ IT’S KIND OF AMAZING THAT CUSTOMER SERVICE CAN STILL BE A DIFFERENTIATOR - Tony Hsieh CEO, Zappos @tomwalsham
  • 15. [Don’t] Follow your users’ advice “IT’S ON THE ROADMAP” IS YOUR SECRET WEAPON @tomwalsham
  • 16. Those solving similar problems for a similar user baseCompetitors [Do] Understand your competitive landscape Those using similar techniques to solve problems in different domainsComparables Those who have failed attempting to do exactly what you’re tryingCorpses EVERYONE ALWAYS FORGETS THE CORPSES @tomwalsham
  • 17. [Do] Talk to the Corpses Zombies have good insight OUCH! GET OFF! YOU’RE STANDING ON MY HEAD @tomwalsham
  • 18. [Don’t] Practice Cargo Cult Product Management I THINK THAT’S ACTUALLY AN AEROFLOT PLANE @tomwalsham
  • 19. THIS IS A SCREENSHOT FROM F-16 STEALTH FIGHTER. THAT’S THE JOKE [Don’t] Attempt Stealth Mode @tomwalsham
  • 20. [Don’t] Be Data Driven … [Do] Be Data Informed THE PERILS OF LOOKING AT TWITTER WHEN COMPOSING A DECK. THANKS @tomwalsham
  • 21. 03 How do you build this thing?
  • 22. Learn PROCESS IS NOT A DIRTY WORD Build Measure Rinse & Repeat [Do] Have a Process @tomwalsham
  • 23. [Do] Read Awesome Books [Don’t] Get your process from a book THE STARTUP EQUIVALENT OF ‘STREET SMARTS’ @tomwalsham
  • 24. [Don’t] make Bad Hires INSERT PITHY BIGHEAD QUOTE HERE @tomwalsham
  • 25. [Don’t] Use Bleeding Edge Technology (for its own sake) MONGOREDISCASSANDRADOCKERRABBITMQGOLANGLISPHASKELLERLANGZEROMQ @tomwalsham
  • 26. Premature optimization is the root of all evil “ IF YOU KNUTH THE THINGS I’VE SEEN - Donald Knuth @tomwalsham
  • 27. [Don’t] Fail Fast Fuck That WHAT A STUPID LESSON. LEARN FAST, TRY NOT TO FAIL @tomwalsham
  • 29. [Do] Solve Real Human Problems [Do] Talk To Users [Do] Focus [Don’t] Mimic [Don’t] Skip Validation [Don’t] Mistake Ideas for Products DON’T TAKE ADVICE FROM RANDOMS ON STAGES TOO SERIOUSLY @tomwalsham
  • 30. Thanks! @tomwalsham / @twg / Montreal StartupFest 2015