쫄지마창업스쿨 2016 실전 프로덕트...
TRANSCRIPT
Me
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Business
Starting�from�problem�solving�-�Your�customers/users�really�want�to�solve�the�problems?�-�우리팀이�그�문제를�해결해�줄�수�있는가?�(feasible)�-�Solution�자체에�집중하고�있지�않은가?�해결해�주려던�문제는�무엇인가?
Meet�your�customers�&�Develop�your�own�MVP(Minimum�Viable�
Product)
Start from Problem Solving
Stage 1•Problem/Solution Fit
State 2•Problem/Market Fit
Stage 3•Scale
Should�we�keep�going�the�business?�–�유의미한�마켓이�존재하는가?�
–�존재하기는�하는�마켓인가?�사이즈,�마켓�다이나믹스,�성장률�
–�그�마켓에서�유의미한�고객(사용자)를�찾을�수�있는가?�
–�고객이�Wiling�to�pay(use)�하고자�하는가?
Customer�Development�&�Experimentation
Problem/Market Fit
Stage 1•Problem/Solution Fit
State 2•Problem/Market Fit
Stage 3•Scale
Scale�Up�과정도�중요�–�청년�벤처�3년�생존율,�38%��–�People,�System,�Process,�Culture�–�수익성과�제품(서비스)�투자,�미래�투자(R&D)의�밸런싱�–�5명의�창업팀,�10명~30명�규모,�50명,�100명의�팀�–�시장의�변화,�경쟁자의�변화
Scale Up & Sustainabilitity
Stage 1•Problem/Solution Fit
State 2•Problem/Market Fit
Stage 3•Scale
Making�Scalable�&�Repeatable�Successes�:��Growth�given�Data,�Product,�Marketing
펀드레이징 시점
Biz Plan Framework – Lean Canvas
하고 싶은 일 (기대 효과)
잘 할 수 있는 일 (난이도 쉬움)
12
잘 할 수 없는 일(난이도 어려움)
기대효과가 낮은 일
3 4
우선 순위
우선 순위
How to work?
How to work?
Speed�and�Focus�only�속도와�포커스만�신경�쓰다�보면,�자기�꼬리를�잡으려고�뱅글뱅글�도는�강�아지처럼,�제자리�걸음을�하게�될�공산이�높다.�
Learning�and�Focus�only�
Right� Thing� 에�포커스해서�러닝하는�데만�집중하다�보면,� 어느새�당신의�경쟁자들이�금방�제품(서비스)를�베껴�내놓을�것이고�성과�없이�뒷북이�될�확률이�크지�않을까?�
Speed� and� Learning� only�빠르게�러닝하는�과정도�포커스가�없다면,�premature�optimization� trap�에�빠질�수�있다.�
MVP�만들기
MVP (Minimum Viable Product ) ?
• Minimum�Viable한가?�:�Alternative보다�나은가?�UVP가�제대로�구현되었는가?��• 100%�모든�기능�구비�보다는�핵심�가설의�실�구현이�Key�Point�
Customer Interview
• Customer�vs.�Users�
• Define�Segments�&�Early�Adopter�Group�
• Observation�how�to�use�alternatives�
• Interview�&�Survey�• Design�goal,�concept,�and�hypothesis�• 1:1�in-depth�Interview�• Qualitative�&�Quantitative�Analysis
Instead�of�thinking,�“What�do�the�masses�want?”,�companies�need�to�think�about�what�the�people�who�are�want.��Seth�Godin
Customer Interview & Observation
• E-mail,�Contact-info�
• Hypotheses�
• Pain-point�심각성�
• User(Customer)’s�words�
• How�(often)�to�use�alternatives?
Instead�of�thinking,�“What�do�the�masses�want?”,�companies�need�to�think�about�what�the�people�who�are�want.��Seth�Godin
MVP (Minimum Viable Product ) Development
• Idea�Focus��• Start�from�the�No�1�Problem��• Think�about�Must�Have�Items�• Nice-to-have,�don’t�need�feature�의�제거�
• Lean�&�Agile�Development�• 이미�개발되어�있는�로직이나,�Toolkit들이�제공하는�기능은�최대한�활용하기�
• Database,�Code�의�Scalability�잊어�버리기
Ideas
Build
Product
Measure
Data
Learn
Setup Role : Problem & Solution Team
Problem�담당자�Role�� -�Customer�Interview�� -�이용자�직접�관찰�� -�Channel�모색��
Solution�담당자�Role��� -�Writing�Codes�� -�Testing�� -�Deploying
Outside
Inside
“�Vision�&�Learning�공유�
Documentation�Minute�by�minute�deployment�
“
Continuous Development 환경 조성
VS
Continuous Development 환경 조성
• Code�개발,�테스트,�배포,�모니터링�• 좋은�Tool�들은�이미�존재���팀의�생산성에�도움이�될�수�있는�툴을�선별하고,�이를�
사용�정책,�팀원들의�교육과�연결할�것
Case 1 : 카닥 – 자동차 외형복원, 외장수리 역경매 서비스
Product�:��안드로이드�어플리케이션�+�반응형�웹기반�CMS/운영관리�시스템�랜딩�페이지와�블로그,�페이스북�(�http://cardoc.kr�/�http://fb.com/cardockr)�
MVP�&�V�0.9�:��•Prototype�툴을�통한�견적��견적�의뢰�로직�개발�•사내�1명�고객�섭외�후�실제�동작여부�체크�•전체�자동차�외장수리���수입차�Focus�•안드로이드�어플리케이션과�반응형�웹기반�CMS�1차�구축�•서울�/�수도권�지역�수입차�외장�수리�커버�가능
Marketing & Launching Strategy
Marketing of Startups : Get & Grow Customers
Source : Steve Blank, The Startup Owners Manual, http://www.amazon.com/The-Startup-Owners-Manual-Step-By-Step/dp/0984999302
Funnel Design
AARRR
Marketing – Product/Market Fit 진단
• Problem/Market Fit 진단• Large enough group wants or needs your product?
Source : http://growthhackers.com/slides/stacking-the-odds-for-authentic-sustainable-growth/
Marketing – Stacking the Odds
• Stacking the Odds• Optimize Conversion Rate for Must Have Experience
• Desire – Friction = Conversion Rate
• Increase Desire• Understanding visitor intent• User Test for ‘Aha moment’
• Reduce Friction• Study funnel analytics for drop-offs• Usability Tests
• Test & Experimentation• A/B Test• Test ! Increase Desire / Reduce Friction
• Promise about M/H Experience
Source : http://growthhackers.com/slides/stacking-the-odds-for-authentic-sustainable-growth/
Marketing – Growth!
Source : http://growthhackers.com/slides/stacking-the-odds-for-authentic-sustainable-growth/
Growth
Channel의 이해
• App stores : ASO/Featuring on App stores• Search Engines & Keywords• SNSs/Viral Loops• PR
• Paid Channels• Banners• Targeting Ads• Performance based Ads : CPC, CPI, CPA
• Performance Tracking • User Acquisition Costs• Retention Rate• Conversion Rate
Case Study : Growth Hacking
• Hotmail : 80% 이상의 회원가입이 친구 추천. ! ‘PS. I Love You. Get your free e-mail at Hotmail.com
• Referral Program of Dropbox• Instagram : Public by Default / Follow model / Used speed as a weapon /
Cross Network Posting • LinkedIn :
- 3 main channels (email invitations, SEO results leading to profile page landings, and homepage views)
- Decreasing organic visitors’ frictions- Focus on strength, Increase activities of already engaged users over
onboarding inactive users • Airbnb : Craigslist 동시 포스팅 & Constant Testing
Integrated Metric Review
Funnel Example
Books & Reference
Measure your data!
• https://analytics.google.com/�• https://analyticsacademy.withgoogle.com/�
• https://mixpanel.com/��• https://www.localytics.com/�• https://www.mobileaction.co/��
• http://userhabit.io/�• https://get.fabric.io/�