Hiten Shah, CEO, Kiss Metrics
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The Lean Startup in ActionA Case Study on KISSmetrics
Hiten ShahCustomer Driven Design & The Lean Startup • November 3rd, 2010
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Build stuff people want to buy
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Failure attracted me to the Lean Startup
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Lean Startups are Built to Learn
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Dave McClureSean Ellis Eric Ries
Lean Startup Heroes
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The Startup PyramidThe Race to the Top
Product / Market Fit
Transition to Growth
Growth
Sean Ellis: Startup-Marketing.com
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1. ACQUISITIONCustomers come from various channels
3. RETENTIONCustomers come back multiple times
AARRR Created by Dave McClure - 500startups.com Designed by
4. REFERRALCustomers refer others
2. ACTIVATIONCustomers use product for first time
YOUR PRODUCT
5. REVENUECustomers make your business money
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Minimize TOTAL time through the loop
Eric Ries: StartupLessonsLearned.com
Learn Faster
Split Tests
Customer Interviews
Customer Development
Five Whys Root Cause
Analysis
Customer Advisory Board
Falsifiable Hypotheses
Product Owner
Accountability
Customer Archetypes
Cross-functional Teams
Semi-autonomous Teams
Smoke Tests
Split TestsClear Product OwnerContinuous DeploymentUsability TestsReal-time MonitoringCustomer Liaison
Build Faster
Unit Tests
Usability Tests
Continuous Integration
Incremental DeploymentFree & Open-Source
Components
Cloud ComputingCluster Immune System
Just-in-time Scalability
RefactoringDeveloper Sandbox
Minimum Viable Product
IDEAS
CODEDATA
LEARN BUILD
MEASUREMeasure Faster
Funnel AnalysisCohort Analysis
Net Promoter ScoreSearch Engine Marketing
Real-Time AlertingPredictive Monitoring
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Build Faster
• Test Driven Development (TDD / Unit Tests)
• Continuous Deployment
• Continuous Integration
• Just-in-time Scalability (Amazon Web Services)
On average we deploy new code fifty times a day.”Timothy Fitz, IMVU
“
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• Poorly designed features
• Inflexible, short-sighted code
• Half-done features
• Known bugs
• Crappy code with major performance issues
We have purposefully deployed:
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Measure Faster
• Funnels & Cohort Analysis (KISSmetrics)
• Feedback (NPS, Surveys, KISSinsights)
• Usability Testing (UserTesting, Mockups, etc...)
• Split Tests (A/B Testing) (KISSmetrics + Internal)
It's about changing customer behavior -- for the better.”Eric Ries, The Lean Startup
“
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“Measure the Macro” - Eric Ries
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Learn Faster
• Fake it till you make it (Smoke Tests)
• Five Whys Root Cause Analysis
• Falsifiable Hypotheses
• Customer Development (Customer Interviews)
Customer Development will help you – force you – to make better decisions based on tested hypotheses, rather than untested assumptions.”The Entrepreneur’s Guide to Customer Development, CustDev.com
“
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Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research.”
“
Original Hypothesis for KISSinsights
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Lean Startup Process
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? ☼Problem Team Solution Team
No Departments, Just Two Teams
What are the most important
problems to solve?
Find theminimum solution for a given problem.
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15 - 45 minute team meetings (M,W,F)
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“Your Focus Needs More Focus”
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Lean Startup Lessons Learned
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Speeding can lead to crashes
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that f*cking green light next to a task for 7 days is really depressing.”KISSmetrics Engineer
“
The team becomes more accountable
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The only path to perfection is iteration