lean startup-china-intro-en

What is the Lean Startup?(and why should I care?)

Calvin Chin & Hank Horkoff上海 SH-GTUG 2010 年 5 月

What is the Lean Startup?

• The Lean Startup is the disciplined approach to imagining, designing and building new web & mobile software products.

• Lean Startup principles standardize common startup practices which incorporate best practices from other entrepreneurs, thereby reducing startup risk.

• A “practical MBA” for entrepreneurs

中国精实创新网 http://leanstartupchina.com

Traditional Product Development• Unit of progress = advancing to next stage.

Requirements

Design

Implementation

VerificationVerification

Maintenance

Problem:known

Solution:known

Agile Product Development• Unit of progress = a line of working code

Problem:known

Solution:unknown

Product owner orIn-house customer

Lean Startup Product Development• Unit of progress = validated learning about

customers

Problem:unknown

Solution:unknown

Customer Development

Extreme Programming Project

• data• feedback • insights

• hypotheses• experiments• insights

Why Should I Care?

“Customer Development”客户开发

“Lean Startup”精实创新

San FranciscoApril 23, 2010

In China?

You!

What are the stages of a Lean Startup?

The Search for a Business The Growth of a Business

Customer Discovery

Customer Validation

Customer Creation

Company Building


What are key Lean Startup principles?

• Minimize waste; low burn by design (no scaling until revenue)

• A culture of build/measure/learn• Rapid hypotheses, learn fast/fail fast, quick

pivoting• Agile tech development• Patient progression through the steps of a

startup.


Goal: Minimize time through the loop

IdeasIdeas

CodeCodeDataData

BuildBuild

MeasureMeasure

LearnLearn

What is the Lean Startup NOT?

• Lean does not mean cheap, just efficient• Right action, right time• Not a guarantee of success (just a framework

to help improve chance of success)• Designed for software startups, but no reason

couldn’t be applied elsewhere


What are the stages of a Lean Startup?

The Search for a Business The Growth of a Business

Customer Discovery

Customer Validation

Customer Creation

Company Building

Get out of the

building!

The Customer Discovery Process

Source: Ash Maurya, Practice Trumps Theory

What are the goals of Customer Discovery?

• Identify a problem worth solving• Defining the right MVP to build• Test the business model with 3 separate

Build/Measure/Learn loops


What is a Minimum Viable Product (MVP)?

• The minimum viable product is the product with the minimum set of features needed to learn from early evangelists.

• Probably much more minimum than you think!


State Hypothesis

• Don’t skip this step!• Write your assumptions down

顾客和问题假设最小但可用的产品假设

产品销售和定价假设

需要创新假设

Market typehypothesis

竞争性假设


Test Problem

Sample Script for Problem Presentation:• State the top 3 problems• Ask the customer to prioritize problems and identify any higher priority

problems• Have a customer describe how they might solve the problem today• Very briefly describe how you might solve the problem• Ask Customer whether your approach would solve their problem• Would they use your solution if it were free?• Would they pay $X/year?• Ask for referrals to other customers

第一次友好接触

“问题”呈现顾客理解市场知识


Build MVP

• Get MVP to the point where it is demo-able so customers can visualize solution.

• If not possible, go with screenshots and mockups

第一次现实检验

定义“最小但可用的产品”

演示最小但可用的产品


Test MVP更多顾客访问量

呈现“最小但可用的产品”

第二次现实检测

第一次咨询委员会

Sample Script for Product Presentation:• State the problem• Use the demo to tell a story of how your solution solves the problem• Test pricing again• Ask for referrals to other customers• End with call to action: sign-up, or commitment to sign up


Verify

• Summarize what was learned• Decide to iterate or exit

确认问题确认最小但可用的产品

确认商业模式

重复或退出


http://leanstartupchina.com

Types of Pivots

• Customer need pivot: same customer segment, different need/problem• Customer segment pivot: same problem, different segment• Business architecture pivot: e.g. from enterprise to consumer• Zoom-in feature pivot: remove features to focus on just one key feature• Zoom-out feature pivot: add features to become more of a holistic

solution• Technology pivot: solve same problem but with different technology

stack• Channel pivot: same problem, same solution, different path to

customers• Platform pivot: open up an application to third-parties to become a

platform

中国精实创新网 http://leanstartupchina.comSource: Eric Ries

lean startup-china-intro-en

Documents

minimum viable

lean startup

lean startup

feature pivot

businessthe

waste time

dollar spent

failed starting