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An Intro to Lean Startup
What is Lean?
"Lean Startup" is an approach for launching
businesses and products, that relies on validated
learning, scientific experimentation, and
iterative product releases to shorten product
development cycles, measure progress, and gain
valuable customer feedback.

- Wikipedia
What is Lean?
"Lean Startup” is a process for validating and
invalidating your assumptions as quickly as
possible to discover and deliver what people
actually want.

- Me
It Starts With a Vision
It Starts With a Vision
It Starts With a Vision
It Starts With a Vision
Too Often Startups Build
        This...
When Customers Really
    Want This...
Customer Needs and Pains
     Are Everywhere
Qualitative
•  Customer Interviews
•  Support Emails/Chat
•  Twitter Stalking
•  Behavior Observation
•  Competitors
•  Usability Studies

Quantitative
•  Internal Data
•  External Data
•  Surveys
Foundation of Lean
Foundation of Lean
Foundation of Lean
Look Familiar?
Pivot Pivot Pivot (drink!)
A change in strategy without a change in vision.

- Eric Ries

Types of pivots
•  Customer segment (e.g. Tapjoy)
•  Customer need (e.g. Groupon)
•  Platform (e.g. Facebook)
•  Zoom in (e.g. Instagram)
•  Zoom out (e.g. PlayHaven)
•  etc...
Tangent: History of
        PlayHaven Pivots
•  8/2008 – Community for console and PC gamers
   (MyGameMug.com)
•  3/2009 – Community for World of Warcraft
   players (WoWHeadhunter.com)
•  11/2009 – Mobile game in-app communities
•  7/2010 – Cross-promotion barter network
•  1/2011 – Mobile game discovery app
•  9/2011 – Mobile game marketing/monetization
   tools
•  mid-2012 – LTV-maximization platform
Foundation of Lean
You Can Learn Without
      Building an MVP
Minimum Viable Product Experiment (MVE)

Examples:
•  Customer Interviews (e.g. Lean Startup Machine)
•  Landing Page Test (e.g. Buffer)
•  Undercover Competitor Studies
•  Concierge/Wizard of Oz (e.g. Zappos)
•  Prototypes
•  A/B Tests
Exercise: What’s the MVE?
Our AWESOME Idea: Re-Engagement Advertising

•  What are our assumptions?
•  What’s the riskiest assumption?
•  How can we validate/invalidate the riskiest
   assumption quickly?
MVP != Shitty Product
The Minimum Viable Product (MVP) is that version
of a new product which allows a team to collect
the maximum amount of validated learning
about customers with the least effort.

- Eric Ries
Why Build an MVP?
•    To reduce risk
•    You don’t really know what customers want
•    Deliver customer delight faster
•    Learn faster
•    Narrow scope, reduce variables
•  Easier to kill your baby
When Not to Release an
         MVP
•  You’re building a rocket ship
•  Replacing existing competitors/solutions
•  REMEMBER: don’t lose sight of the vision and
   purpose – to deliver customer delight
Lean Examples @ PlayHaven
Lean #ftw
•  User Segmentation
•  Geo and Creative Optimization
•  Strengthen The Core (Salesforce, Email Alerts)
•  Insights Email

Lean #fail
•  Virtual Good Promotion
•  Mobile Game Discovery App
Closing Words
•  Be lazy
•  Ask: how can I maximize the amount of impact/
   effort (ROI)?
•  Lean marketing
•  Lean sales
•  Lean support
•  Lean design
•  Lean engineering (agile/scrum)
Deliver Cookies

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An Intro to Lean Startup

  • 2. What is Lean? "Lean Startup" is an approach for launching businesses and products, that relies on validated learning, scientific experimentation, and iterative product releases to shorten product development cycles, measure progress, and gain valuable customer feedback. - Wikipedia
  • 3. What is Lean? "Lean Startup” is a process for validating and invalidating your assumptions as quickly as possible to discover and deliver what people actually want. - Me
  • 4. It Starts With a Vision
  • 5. It Starts With a Vision
  • 6. It Starts With a Vision
  • 7. It Starts With a Vision
  • 8. Too Often Startups Build This...
  • 9. When Customers Really Want This...
  • 10. Customer Needs and Pains Are Everywhere Qualitative •  Customer Interviews •  Support Emails/Chat •  Twitter Stalking •  Behavior Observation •  Competitors •  Usability Studies Quantitative •  Internal Data •  External Data •  Surveys
  • 15. Pivot Pivot Pivot (drink!) A change in strategy without a change in vision. - Eric Ries Types of pivots •  Customer segment (e.g. Tapjoy) •  Customer need (e.g. Groupon) •  Platform (e.g. Facebook) •  Zoom in (e.g. Instagram) •  Zoom out (e.g. PlayHaven) •  etc...
  • 16. Tangent: History of PlayHaven Pivots •  8/2008 – Community for console and PC gamers (MyGameMug.com) •  3/2009 – Community for World of Warcraft players (WoWHeadhunter.com) •  11/2009 – Mobile game in-app communities •  7/2010 – Cross-promotion barter network •  1/2011 – Mobile game discovery app •  9/2011 – Mobile game marketing/monetization tools •  mid-2012 – LTV-maximization platform
  • 18. You Can Learn Without Building an MVP Minimum Viable Product Experiment (MVE) Examples: •  Customer Interviews (e.g. Lean Startup Machine) •  Landing Page Test (e.g. Buffer) •  Undercover Competitor Studies •  Concierge/Wizard of Oz (e.g. Zappos) •  Prototypes •  A/B Tests
  • 19. Exercise: What’s the MVE? Our AWESOME Idea: Re-Engagement Advertising •  What are our assumptions? •  What’s the riskiest assumption? •  How can we validate/invalidate the riskiest assumption quickly?
  • 20. MVP != Shitty Product The Minimum Viable Product (MVP) is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. - Eric Ries
  • 21. Why Build an MVP? •  To reduce risk •  You don’t really know what customers want •  Deliver customer delight faster •  Learn faster •  Narrow scope, reduce variables •  Easier to kill your baby
  • 22. When Not to Release an MVP •  You’re building a rocket ship •  Replacing existing competitors/solutions •  REMEMBER: don’t lose sight of the vision and purpose – to deliver customer delight
  • 23. Lean Examples @ PlayHaven Lean #ftw •  User Segmentation •  Geo and Creative Optimization •  Strengthen The Core (Salesforce, Email Alerts) •  Insights Email Lean #fail •  Virtual Good Promotion •  Mobile Game Discovery App
  • 24. Closing Words •  Be lazy •  Ask: how can I maximize the amount of impact/ effort (ROI)? •  Lean marketing •  Lean sales •  Lean support •  Lean design •  Lean engineering (agile/scrum)