Conquering Madison Ave as a Lean Startup @ LeanLA Meetup
34
Conquering as a Lean Startup
-
Upload
robert-fan -
Category
Documents
-
view
1.925 -
download
1
description
Presentation I gave at LeanLA about Sharethrough's tips and tricks, learnings from running the company as a Lean Startup
Transcript of Conquering Madison Ave as a Lean Startup @ LeanLA Meetup
Conquering
as a Lean Startup
MEETUP CUSTOMER DEV
Background• What industry are you in? What stage startup in
you in?
Lean Startup Experience• Do you know what customer development or MVP
is?
Burning Topics of Interest • What do you want to get out of this? Why did you
come here?
Guaranteed Video Views. Maximized Sharing.
THE PROBLEM
In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
THE PROBLEM
In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
THE PROBLEM
In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
We guarantee views for brand videos.
Repeatable • Social video ad products
Scalable • Social publisher network
Transparent • Optimization/reporting
• Data and targeting
THE SHARETHROUGH SOLUTION
IT’S ALL ABOUT THE SHARED VIEW
0
25
50
75
100
0s 12s 24s 36s 48s 60s 72s 84s 96s 108s
% PeopleStill Watching
Video Time Elapsed (seconds)
View Length: Paid vs. Shared
Paid
Shared
Shared Views are the Holy Grail
All-time Most Videos on Ad Age’s Viral Video Chart
Features on MSNBC, Fox News, Good Morning America5.4MM ViewsRockhard - Scarface School Play
3.8MM ViewsDentyne Pure - Epic Rap Battle
4.2MM ViewsButterfinger - I Like Big Butterfingers
Features on WSJ, NYT, Metacafe, Break, Digg, Reddit4.5MM ViewsMuscle Milk - Sexy Pilgrim
GMC - Dude Perfect Cliff Shot
Features on Buzzfeed, Digg, Metacafe, USA Today
1.5MM Views
Modern Warfare 2Everyone’s Doing It
Tony Hawk Ride - Skateboarding Dog Plays Video Game
6.1MM ViewsFeatures on Kotaku, Joystiq, CollegeHumor, Yahoo, Break, Metacafe, MySpace Video
Funded and advised by industry leaders
Dan GreenbergCEO, Co-Founder
Rob FanCTO, Co-Founder
THE TEAM
Mike MaplesFloodgate
Cali TranNorthbridge
Ron Conway Ron Bouganim
Steve Blank Auren Hoffman
Dave McClure Eric Ries
Hundreds of forward-thinking customers
Team members from Stanford, Google, VideoEgg, Current TV, Feed
Roots in Facebook applications and viral video consulting.
How did startups do business before the concept of Lean?
2 Hours of Development20M Daily Active Users
OUR FIRST MVP
CUSTOMER DEV GONE RIGHT
The Story
Take-Aways• Make your customer an internal hero• Find your early evangelists (good ones will want to
“invest in you”)• Change your pitch/product to appropriate customer
archetypes
InnovatorsEarly Adopters
Early Majority
Late Majority
Laggards
The Revised Technology Adoption Life Cycle
Early adopters/Earlyvangelists
Geoffrey Moore, in his 1992 book Crossing the Chasm adapted and popularized the con-cept of the “Technology Life Cycle Adoption Curve,” whereby technology is adopted in five phases categorized by the type of buyer:
In a Nutshell: Passionate, early users of new technology or products who understand its value before mainstream markets. Acquiring early adopters is important to jumpstart product adoption.
Figure 2: Moore’s Revised Technology Adoption Life Cycle Curve
• Innovators – aggressively pursue new technology, often out of pure interest in technology.
• Early adopters – are the first to pursue
technology for its intrinsic benefits.
• Early majority – rely on benefits of new
technology, but will wait for others to work out the kinks.
• Late majority –not interested in technology per se; waits for established leader to emerge, buys de facto standard.
• Laggards – don’t want anything
to do with technology; uses technology when it’s without knowledge of its existence.
Concept Definitions
17
INSTITUTIONALIZING LEAN STARTUP
We all want to cross the chasm. How do we do this (i.e. how do we scale)?
Always visible customer archetype board
Paired programming on all stories
Daily scrums, Rotating pairs daily
Good amount of ping pong
KEY LEARNINGS
Customer Development• Everyone does customer development• During training, new hires listen in on sales calls• New hires learn about the campaign trafficking
process
Agile Development• It’s all about discipline• All engineers work on the entire stack• Documentation and training handled via pairing• Visual status of build continuous integration
(working toward continuous deployment)
IS THIS IT FOR LEAN STARTUP?
customer development
lean user design
agile/xp development
CHALLENGING THE ASSUMPTION
Communicate with visuals instead of words
Low fidelity mocks solving a user’s pain
Stanford d.school whiteboards
Physical, visual, and transparent product communication
All teams co-locatedFrequent communication encouraged
LEAN USER DESIGN
What’s the goal?• Iterative design• Get designers speaking the same language as
Engineering and Business
Some more practices• Designers “pair program” with engineers• Communicate with visuals instead of words
Want to learn more?• http://luxr.co
WHAT’S DIFFERENT ABOUT A LEAN ADVERTISING STARTUP
Cash is a vanity metric• Cash should be treated like user count• More cash doesn’t equal long-term equity value
Lots of users, immediately.• All products need to instantly handle web scale
Lifestyle or Venture scalable?• Easy to slip in to a consultancy or agency
LEAN STARTUP TIPS
Figure out customer archetypes• You will save yourself much time and money
Plan everything in terms of an MVP• Not just product, but also marketing material,
sales plan, infrastructure
Technology is a problem solver NOT the product• Great technology by itself doesn’t prove business
models
