Are	  You	  Ready	  to	  GOOB?	         Lean	  Startup	  Machine	  LA	         January	  19,	  2013	  
How	  do	  you	  make	  a	  	        product	  people	  want?	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com...
Focus	  on	  the	  problem,	  not	  the	  soluMon	  Flickr	  |	  woodleywonderworks	                     3	  
PEOPLE	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     4	  
PEOPLE	                                               NEEDS	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	 ...
PEOPLE	                                               NEEDS	             Business	  vision	  License:	  CC	  BY-­‐NC-­‐SA	...
PEOPLE	                                               NEEDS	             Business	  vision	                               ...
PEOPLE	                                                NEEDS	             Business	  vision	                              ...
PEOPLE	                                                NEEDS	             Business	  vision	                              ...
The	  Lean	  Startup	  cycle	                                                               Lean	  Startup	  cycle	  by	  ...
The	  Lean	  Startup	  (UX)	  cycle	  	                                                Personas,	  needs	                 ...
Get	  out	  of	  the	  building	                                               “Customer	  Development	  is	  the	        ...
In	  other	  words…	                                               “Go	  speak	  (in	  person	  if	  possible)	           ...
Before	  you	  get	  out	  of	  the	  building	              Who	  do	  you	  want	  to	  talk	  to?	              What	  ...
Micro	  segments	              Share	  pain	              Speak	  the	  same	  language	              Communicate	  with	 ...
How	  do	  you	  find	  (the	  right)	  people?	              Social	  media	  (Facebook,	  Twiker)	              Special	 ...
You’re	  not	  SELLING,	  you’re	  LEARNING	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     17	  
What’s	  your	  objecMve?	  Step	  1:	  Validate	  the	  problem	        	  Find	  a	  “Cookie	  Monster”	  problem	  Step...
Validate	  the	  problem	        3-­‐point	  interview	  for	  problem	  explora@on	        1.  Have	  you	  experienced	 ...
Validate	  the	  soluMon	        Product	  pitch	  conversa@on	        1.  Have	  you	  experienced	  <problem?>	        2...
ConversaMon,	  not	  interrogaMon	              Breathe!	  Smile!	              Encouragers	              Open	  ended	  q...
The	  word	  LISTEN	  has	  the	  same	  	  	              	  lekers	  as	  SILENT	  License:	  CC	  BY-­‐NC-­‐SA	  	  	  ...
Avoid	  conjecture	              NO!	  “Would	  you	  use	  this	  product?”	              YES!	  “What	  are	  you	  doin...
Focus	  on	  NEEDS	  and	  GOALS	              “I’d	  like	  a	  product	  with	  <	  feature>”	              “If	  you	  ...
PracMce	  interview	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     www.lanehalley.com	     25	  
PracMce	  Interview	  GreeMng	  &	  brief	  introducMon	         	  1.	   	  Have	  you	  <experienced	  situaMon/problem>...
Thank	  you!	       @thinknow	        Lane	  Halley	        www.lanehalley.com	  License:	  CC	  BY-­‐NC-­‐SA	  	  	     w...
www.carbonfive.com	                                                 Lean	  Design	  &	                                     ...
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Are You Ready to GOOB? LSM Jan '13

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SLIDESHARE HAS ANNOUNCED THEY WILL ELIMINATE SLIDECASTS APRIL 30, 2014. If you find this presentation no longer has audio, you can view it on Vimeo https://vimeo.com/86263123 Apologies for the inconvenience - lane

Morning presentation at Lean Startup Machine LA January 19, 2013
http://leanstartupmachine.com/events/la-january-2013/

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Are You Ready to GOOB? LSM Jan '13

  1. 1. Are  You  Ready  to  GOOB?   Lean  Startup  Machine  LA   January  19,  2013  
  2. 2. How  do  you  make  a     product  people  want?  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   2  
  3. 3. Focus  on  the  problem,  not  the  soluMon  Flickr  |  woodleywonderworks   3  
  4. 4. PEOPLE  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   4  
  5. 5. PEOPLE   NEEDS  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   5  
  6. 6. PEOPLE   NEEDS   Business  vision  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   6  
  7. 7. PEOPLE   NEEDS   Business  vision   USES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   7  
  8. 8. PEOPLE   NEEDS   Business  vision   USES   FEATURES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   8  
  9. 9. PEOPLE   NEEDS   Business  vision   USES   UI  design,   wireframes,   visual  design   FEATURES  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   9  
  10. 10. The  Lean  Startup  cycle   Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   10  
  11. 11. The  Lean  Startup  (UX)  cycle     Personas,  needs   and  uses   Customer   Prototypes  &   ConversaMons   Experiments   QualitaMve   evaluaMon     Lean  Startup  cycle  by  Eric  Ries  |  drawn  by  @thinknow  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   11  
  12. 12. Get  out  of  the  building   “Customer  Development  is  the   process  of  how  you  get  out  of  the   building  and  search  for  the  model.   Customer  Development  is  designed   so  that  you  the  founder(s)  gather   first  hand  experience  about   customer  and  market  needs.”   SteveBlank.com,  5/13/2010  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   12  
  13. 13. In  other  words…   “Go  speak  (in  person  if  possible)   with  living,  breathing  customers  to   determine  the  validity  of  your   assumpMons.”   “The  Entrepreneurs  Guide  to  Customer   Development,”  Cooper  &  Vlaskovits  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   13  
  14. 14. Before  you  get  out  of  the  building   Who  do  you  want  to  talk  to?   What  do  you  want  to  learn?   Where  do  you  find  these  people?  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   14  
  15. 15. Micro  segments   Share  pain   Speak  the  same  language   Communicate  with  each  other   Cooper  &  Vlaskovits  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   15  
  16. 16. How  do  you  find  (the  right)  people?   Social  media  (Facebook,  Twiker)   Special  interest  groups  (Meetups)   Online  communiMes  (Stack  Overflow)   (friends  of)  Friends  and  Family   Coffee  shops,  malls….wherever  they  are  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   16  
  17. 17. You’re  not  SELLING,  you’re  LEARNING  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   17  
  18. 18. What’s  your  objecMve?  Step  1:  Validate  the  problem    Find  a  “Cookie  Monster”  problem  Step  2:  Validate  the  solu@on    Show  enough  value  to  collect  currency  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   18  
  19. 19. Validate  the  problem   3-­‐point  interview  for  problem  explora@on   1.  Have  you  experienced  <problem?>   2.  Tell  me  a  story  about  the  last  Mme  you  had   <problem.>   3.  For  you,  what  would  be  the  ideal  soluMon  for   that  situaMon?   Ask  for  referrals  and  permission  to  follow  up  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   19  
  20. 20. Validate  the  soluMon   Product  pitch  conversa@on   1.  Have  you  experienced  <problem?>   2.  What  are  you  doing  now  to  address  <problem?>   3.  Show  demos/sketches  later  in  the  meeMng   4.  Ask  for  currency  (Mme,  money,  work)   Ask  for  referrals  and  permission  to  follow  up  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   20  
  21. 21. ConversaMon,  not  interrogaMon   Breathe!  Smile!   Encouragers   Open  ended  quesMons   Paraphrasing  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   21  
  22. 22. The  word  LISTEN  has  the  same        lekers  as  SILENT  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   22  
  23. 23. Avoid  conjecture   NO!  “Would  you  use  this  product?”   YES!  “What  are  you  doing  now  to   solve  this  problem?”  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   23  
  24. 24. Focus  on  NEEDS  and  GOALS   “I’d  like  a  product  with  <  feature>”   “If  you  had  <feature>,  what  would  it   allow  you  to  do?”  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   24  
  25. 25. PracMce  interview  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   25  
  26. 26. PracMce  Interview  GreeMng  &  brief  introducMon    1.    Have  you  <experienced  situaMon/problem>?   2.    Tell  me  about  the  last  Mme  you  <experienced   situaMon/problem>    3.    For  you,  what  would  be  the  ideal  soluMon?  Ask  for  referrals  and  permission  to  follow  up.  Create  conversa6on!  Smile!  Take  notes!  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   26  
  27. 27. Thank  you!   @thinknow   Lane  Halley   www.lanehalley.com  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   27  
  28. 28. www.carbonfive.com   Lean  Design  &   Agile  Development     for  Web  &  Mobile  License:  CC  BY-­‐NC-­‐SA       www.lanehalley.com   28  

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