Hiten Shah, CEO, Kiss Metrics

The Lean Startup in Action A Case Study on KISSmetrics Hiten Shah Customer Driven Design & The Lean Startup • November 3rd, 2010

Build stuff people want to buy

Failure attracted me to the Lean Startup

Lean Startups are Built to Learn

Dave McClure Sean Ellis Eric Ries Lean Startup Heroes

The Startup Pyramid The Race to the Top Product / Market Fit Transition to Growth Growth Sean Ellis: Startup-Marketing.com

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 Tests Clear Product Owner Continuous Deployment Usability Tests Real-time Monitoring Customer Liaison Build Faster Unit Tests Usability Tests Continuous Integration Incremental Deployment Free & Open-Source Components Cloud Computing Cluster Immune System Just-in-time Scalability Refactoring Developer Sandbox Minimum Viable Product Measure Faster Funnel Analysis Cohort Analysis Net Promoter Score Search Engine Marketing Real-Time Alerting Predictive Monitoring

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 “

Poorly designed features Inflexible, short-sighted code
Half-done features Known bugs
Crappy code with major performance issues
We have purposefully deployed:

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 “

“ Measure the Macro” - Eric Ries

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 “

Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research. ” “ Original Hypothesis for KISSinsights

Lean Startup Process

? ☼ Problem Team Solution Team No Departments, Just Two Teams What are the most important problems to solve? Find the minimum solution for a given problem.

15 - 45 minute team meetings (M,W,F)

“ Your Focus Needs More Focus”

Lean Startup Lessons Learned

Speeding can lead to crashes

that f*cking green light next to a task for 7 days is really depressing.” KISSmetrics Engineer “ The team becomes more accountable

The only path to perfection is iteration

Thank You! [email_address]

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Hiten Shah, CEO, Kiss Metrics

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