Ash Maurya

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Hashtag: #leanstartup ASH MAURYA @ashmaurya ashmaurya.com spark59.com MVP CASE- STUDY

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startup tips by ash

Transcript of Ash Maurya

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Hashtag: #leanstartup

ASH MAURYA@ashmaurya

ashmaurya.comspark59.com

MVP CASE-STUDY

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IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

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IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

Customer InterviewsDemosTeaser PagesSmoke TestsRelease 1.0Concierge MVPWizard of Oz MVP

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An MVP is the smallest solution thatdelivers customer value.

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IDEAS

PRODUCTDATA

MEASURE

BUILDLEARN

Customer InterviewsDemosTeaser PagesSmoke TestsRelease 1.0Concierge MVPWizard of Oz MVP

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An MVP is the smallest solution thatdelivers customer value.

(BONUS: And captures customervalue.)

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01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

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01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

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Time

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Time

Blog

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Time

BlogBook

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Time

BlogBook

Workshops

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Time

BlogBook

Workshops

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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

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Solution

Your “solution” is NOT theproduct

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Problem Solution Unique Value

Proposition

Unfair

Advantage

Customer

Segments

Key Metrics Channels

Cost Structure Revenue Streams

Your business model is the product

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ProblemInterviews

Time

BlogBook

Workshops

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PROBLEM CUSTOMER SEGMENTS

PROBLEM CUSTOMER SEGMENTS

EXISTING ALTERNATIVES

EARLY ADOPTERS

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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

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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

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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

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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

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01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

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SOLUTION

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SOLUTION

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

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SOLUTION

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

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

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ProblemInterviews

Time

BlogBook

Workshops

BuildDemo

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You don’t need code to test a vision.

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1. Are we making progress? - WHAT

Thursday, April 12, 12

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

Thursday, April 12, 12

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

Thursday, April 12, 12

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June

Acquisition1000 (100%)

Activated800 (80%)

Retention500 (50%)

Revenue100 (10%)

Pros: Simple and visual

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May June

Acquisition1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Acquisition900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

Cons: Hard to see what changed.

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May June

Activation1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Activation900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

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May June

Activation1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Activation900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

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May June

Activation1000 (100%)

Activated900 (90%)

Retention500 (50%)

Revenue100 (10%)

Activation900 (100%)

Activated750 (83%)

Retention500 (56%)

Revenue95 (11%)

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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

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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

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ACTIVATION RATE

RETENTION RATE

PAID

JUNE

1000 signed-up

10%

90%

50%

20 40 60 800 100

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Days not weeks or months.

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ProblemInterviews

Time

BlogBook

Workshops

BuildDemo

SolutionInterviews

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01 Finding a problem worthsolving

AGENDA

02 Defining the MVP

03 Maximizing for learning

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Attention Interest Desire Action

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Attention Interest Desire Action

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01 Nail the problem.

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Attention Interest Desire Action

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02 Deliver a compelling demo.

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Attention Interest Desire Action

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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

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03 Unintentional use of prizing and scarcity.

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Position your MVP as the prize.

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

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Qualify early adopters.

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REVENUE STREAMSREVENUE STREAMSREVENUE STREAMS

30-day trial @ $150-200/mo

EXISTING ALTERNATIVES

1. Homegrown2. Analytics & CRM software

SaaS products with > 20 sign-ups/day

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05 Use price anchoring.

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$200/mo < 4 developer hours /mo

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

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06 Make a big promise you plan on keeping.

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Deliver value or go home.

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[email protected]

THANKS!