The 3 most common mistakes smart entrepreneurs make building their MVP
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Transcript of The 3 most common mistakes smart entrepreneurs make building their MVP
WEBINAR The 3 Most Common Mistakes Smart Entrepreneurs Make Building their MVP
Amy Jo Kim, Ph.D. co-founder, Shufflebrain
Is this you? Are you eager to:
• accelerate your early design process?
• find exactly the right early customers?
• build a compelling, stripped-down MVP?
Welcome
I’m glad you’re here
What You Will Learn Today
The 3 most common MVP mistakes
smart entrepreneurs make —
and how to avoid them
As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignited
I found another way to play
I developed my coop design skills
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and insights into Game Thinking
Amy Jo Kim, Ph.D.• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.• Social Game Designer
• Entrepreneur
• Startup Coach
3 common
MVP mistakes - & how to avoid ‘em
Listening to the wrong feedback1
Early conversations can be really important. We thought we knew what the answers would be - and we were WRONG.
Jesse Schell CEO, Schell Games
building
next-generation
brain games
My Startup Journey
building a
next-generation
collaboration tool
Bob’s Startup Journey
building a
fashion game
with real brands
Covet Fashion Journey
Fashion Browser stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
RESULTS3 key
activity patterns
Crossing the Chasm Geoffrey Moore, 1991
Everett Rogers, 1961
Innovation Diffusion Theory
To cross the chasm…
Find & delight
a few passionate
early customers
the fans out there are entertaining us, the developers, with their creations!
Will Wright designer, The Sims
Find & leverage your Super Fans
Slack came to life as a collaboration tool for a distributed team building a co-op game
solve a real problem for a small group
Early adopters will put up with cost and ridicule for innovations that meet real needs.
Erika Hall Author, Just Enough Research
TIP: get early feedback from the right people
Waiting too long to prototype2
If you’ve created a game design document longer than five pages, you’re already on the wrong track.
Erin Hoffman Lead Designer, GlassLabs
DANGER
falling in love with your idea
if you can’t
prototype your
idea, you cripple
your learning
prototyping is the fast path to learning
discover what DOESN’T work
as early as possible
building a
next-generation
collaboration tool
Bob’s Startup Journey
building a
geo-centric
deals app
Bryan’s Startup Journey
building an
enterprise
SAAS product
Megan’s Startup Journey
Slack’s Startup Journey
3 years of
development as
an internal tool
Your idea is worth nothing if you can’t actually build it and test it and take it to the next step.
Katherine Isbister Game Design Professor, UCSC & NYU
TIP: prototype your idea uncomfortably early
Building the wrong MVP3
In a loop, you’re learnng a skill & updating your mental model. That’s what leads to player delight.
Dan Cook co-founder, Spry Fox
DANGER
a beautiful,
innovative,
awaard-winning
social brain game
My Journey
building
a connected
car app
Sam’s Journey
building
a collaboration tool
from the ground up
Slack’s Journey
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
What is your end-to-end Customer Experience?
is for Enthusiasts
Discovery
Discovery is for VisitorsIs this right for me? What’s the value proposition?
is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Can I leverage the skills & knowledge I’ve built?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
end-to-end customer experience
is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery via Friends & Colleagues
is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes with a friendly bot
is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group chat with emojis, bots & integrations
is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel, program a bot, integrate your app
a conversational, extensible environment — built to enable UGC & player creativity
Slack evolves to match your skill level
Slack didn’t start with all these features
FIRST: build & test your Core Loop
Fake landing page?
Fake landing page? X
Operant Conditioning AKA Skinner Box?
Operant Conditioning AKA Skinner Box? X
Skill-building =
making customers more awesome
Skill-building =
making customers more awesome
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Trigger
Activity
Engaging activity satisfies an urge or need
Internal Trigger
Core Loop
Feedback & progress promote learning & mastery
EscapeTime! urge to dive into an escapist world
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Feedback & Progress
Core Loop
EscapeTime! urge to dive into an escapist world
Read & Respond to Updates
No More Updates Need Attention
Customize your experience
Investment Path
Investment & triggers pull people back
Engaged Trigger
Check Notifications
Core Loop
Find the fun in your Core Loop FIRST
Wanna build long-term engagement?
Finding the fun in a co-op music game
PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
Skill-building =
making customers more awesome
Core Loop =
making customers more skillful
It’s okay to test things that don’t look very good but have the right play mechanics. If my game’s really ugly and it’s still fun, I’m in good shape.
Jesse Schell CEO, Schell Games
TIP: build & iterate your Core Loop
How to avoid common MVP mistakes
Customer Insights Funnel
gather Actionable Insights on your ideas from the right early customers
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Think through your end-to-end customer experience
Customer Narrative
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Create & Iterate your Core Loop
Skill-building Core Loop
Bring your ideas to life with Game Thinking
Game Thinking Roadmap
Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off.
Ranan Lachman CEO, Pley
How can YOU benefit from Game Thinking?
Accelerate & focus your design process +
Identify & leverage the right early customers +
Build a stripped-down yet compelling MVP
Start Date: Jan 11 2016
MVP Design Club high-impact VIP coaching for product teams
getting2alpha.com/club30% discount for attendees who sign up by Fri 1/8/2016
let’s stay in touch @amyjokim
amyjokim.com
getting2alpha.com