Hashtag: #leanstartup

ASH MAURYA@ashmaurya

ashmaurya.comspark59.com

MVP CASE-STUDY

IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

Customer InterviewsDemosTeaser PagesSmoke TestsRelease 1.0Concierge MVPWizard of Oz MVP

An MVP is the smallest solution thatdelivers customer value.

IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

Customer InterviewsDemosTeaser PagesSmoke TestsRelease 1.0Concierge MVPWizard of Oz MVP

An MVP is the smallest solution thatdelivers customer value.

(BONUS: And captures customervalue.)

01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

Time

Time

Blog

Time

BlogBook

Time

BlogBook

Workshops

Time

BlogBook

Workshops

Solution

Awesome

We built it and we didn’t expect it to be a company, we were just building this because we thought it was awesome.

- Mark Zuckerberg

Solution

Your “solution” is NOT theproduct

Problem Solution Unique Value

Proposition

Unfair

Advantage

Customer

Segments

Key Metrics Channels

Cost Structure Revenue Streams

Your business model is the product

ProblemInterviews

Time

BlogBook

Workshops

PROBLEM CUSTOMER SEGMENTS

PROBLEM CUSTOMER SEGMENTS

EXISTING ALTERNATIVES

EARLY ADOPTERS

PROBLEM CUSTOMER SEGMENTS

PROBLEM CUSTOMER SEGMENTS

1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.

EXISTING ALTERNATIVES

EARLY ADOPTERS

PROBLEM CUSTOMER SEGMENTS

PROBLEM CUSTOMER SEGMENTS

1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.

EXISTING ALTERNATIVES

EARLY ADOPTERS

Software Companies

PROBLEM CUSTOMER SEGMENTS

PROBLEM CUSTOMER SEGMENTS

1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.

EXISTING ALTERNATIVES

EARLY ADOPTERS

1. Homegrown2. Analytics & CRM software

Software Companies

PROBLEM CUSTOMER SEGMENTS

PROBLEM CUSTOMER SEGMENTS

1. Hard to measure real progress.2. Drown in a sea of numbers.3. Metrics can’t tell you why.

EXISTING ALTERNATIVES

EARLY ADOPTERS

SaaS products with > 20 sign-ups/day

1. Homegrown2. Analytics & CRM software

Software Companies

01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

SOLUTION

SOLUTION

1. Pirate metrics + cohorts2. Lifecycle messaging3. Actionable visualization

SOLUTION

1. Pirate metrics + cohorts2. Lifecycle messaging3. Actionable visualization

Simple to understand.Hard to implement so it’ssimple.

ProblemInterviews

Time

BlogBook

Workshops

BuildDemo

You don’t need code to test a vision.

1. Are we making progress? - WHAT

Thursday, April 12, 12

1. Are we making progress? - WHAT2. What caused the change? - WHY

Thursday, April 12, 12

1. Are we making progress? - WHAT2. What caused the change? - WHY3. How do we improve? - HOW

Thursday, April 12, 12

June

Acquisition1000 (100%)

Activated800 (80%)

Retention500 (50%)

Revenue100 (10%)

Pros: Simple and visual

May June

Acquisition1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Acquisition900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

Cons: Hard to see what changed.

May June

Activation1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Activation900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

May June

Activation1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Activation900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

May June

Activation1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Activation900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

ACTIVATION RATE

RETENTION RATE

PAID

JUNE MAY

900 signed-up

11%

83%

56%

20 40 60 800 100

1000 signed-up

10%

90%

50%

20 40 60 800 100

ACTIVATION RATE

RETENTION RATE

PAID

JUNE MAY

900 signed-up

11%

83%

56%

20 40 60 800 100

1000 signed-up

10%

90%

50%

20 40 60 800 100

ACTIVATION RATE

RETENTION RATE

PAID

JUNE

1000 signed-up

10%

90%

50%

20 40 60 800 100

Days not weeks or months.

ProblemInterviews

Time

BlogBook

Workshops

BuildDemo

SolutionInterviews

01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

Attention Interest Desire Action

Attention Interest Desire Action

01 Nail the problem.

Attention Interest Desire Action

02 Deliver a compelling demo.

Attention Interest Desire Action

100

1,000

10,000

100,000

High-touch, Market Risk, Qualitative

Self-serve, Technical Risk, Quantiative

10

100

1,000

10,000

CUSTOMERSPROSPECTS / USERS

Stage 1

Stage 2

Stage 3

Stage 4

10X Product Launch

03 Unintentional use of prizing and scarcity.

Position your MVP as the prize.

04 Don’t lower sign-up friction. Raise it.

Qualify early adopters.

REVENUE STREAMSREVENUE STREAMSREVENUE STREAMS

30-day trial @ $150-200/mo

EXISTING ALTERNATIVES

1. Homegrown2. Analytics & CRM software

SaaS products with > 20 sign-ups/day

05 Use price anchoring.

$200/mo < 4 developer hours /mo

Could you build a similar homegrownsystem spending half a day/month?

06 Make a big promise you plan on keeping.

Deliver value or go home.

ASHMAURYAashmaurya.com@ashmauryaspark59.com

THANKS!