Lean startups en el mundo real  ejemplos y metricas
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Ejemplos de startups usando las metodologias de Lean Startups y Customer Development, presentados no a nivel conceptual sino como casos de estudio incluyendo metricas y desarrollo a traves del tiempo.

Ejemplos de startups usando las metodologias de Lean Startups y Customer Development, presentados no a nivel conceptual sino como casos de estudio incluyendo metricas y desarrollo a traves del tiempo.

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Lean startups en el mundo real ejemplos y metricas Presentation Transcript

  • 1. #SGStartups
  • 2. Lean  Startups  in  the  Real  World   Hugo  Stevens   Startup  Factory  
  • 3. The  Applica;on  
  • 4. How  it  started  Personalized  urban  alert  system  Personalized  intelligent  alert  system  for  urban  areas,  based  on  mobile  devices  to  aggregate  aBen;on  from  a  large  number  of  poten;al  users.    
  • 5. First  version  
  • 6. Current  App  
  • 7. User  growth  
  • 8. Growth  in  Pageviews  
  • 9. How  to  get  there:  Reference  Models  
  • 10. Keep  it  Simple:  Key  ques;ons  in  the  real  world   •  Market:   –  Who  is  the  customer?  What’s  their  pain?  How  much  would  they  pay?   •  Solu6on:   –  What  features  to  build?  Are  features  feasible  to  build/offer?   •  Go-­‐to-­‐market:   –  Which  Channels?  What’s  the  cost  per  channel?  Scalable?   •  Business  Model:   –  Sources  of  revenue?  Costs?  Plan  vs.  Real?  Profitable?  
  • 11. The  Process:  Find  the  right  combina;on  
  • 12. Tools  •  Customer  interviews  –  Problem  interview  –  Solu;on  interview  •  Product  Prototyping  –  Open  source  plaQorms  (Wordpress,  etc.)  –  Amazon  Web  Services,  web  providers  (SMS)  •  Metrics  &  Analy6cs  –  Google  Analy;cs  –  Offline  sta;s;cs  •  Financial  modeling  –  Predicted  model  @  Excel  –  Updates  based  on  real  metrics  
  • 13. The  process:  Step  by  Step  Build  +  Measure  +  Learn  1.  Unbounce  +  Google  AdWords  2.  Keynotopia  3.  Weebly  +  dummy  content  +  basic  Google  Analy;cs  4.  Wordpress  +  themes  +  real  content  +  conversions  @  Google   Analy;cs  5.  AdWords  +  FB  ads  +  LinkedIn  Ads  +  social  distribu;on  6.  Version  1.0  +  advanced  Google  Analy;cs  7.  Version  2.0  +  usage  metrics  (mix  panel)  
  • 14. Key:  The  Not  To  Do  List  Don’t:  1.  Speak  to  the  press  on  day  one  2.  Build  a  complete  product  from  the  ground  up  3.  Think  about  your  idea  for  6  months  4.  Build  an  architecture  for  1,000,000,000  users  5.  Try  to  change  users’  behavior  6.  Add  1,000  features  7.  Start  with  a  big  team  
  • 15. The  Process:  how  to  know  if  you’re  right?   AARRR   1.  Acquisi;on   2.  Ac;va;on   3.  Reten;on   4.  Referral   5.  Revenue  
  • 16. Which  metrics  go  where?  (and  in  what  order)   Metrics  vs.  element  to  validate   1.  Market  metrics:  Acquisi;on  &  Ac;va;on   •  Search  volume,  CTR   2.  Product  metrics:  Ac;va;on  &  Reten;on   •  Conversion  %,  A/B  tests  for  features,  reten;on       3.  Distribu;on  metrics:  Acquisi;on  &  Referrals   •  Cost  per  channel,  volume  per  channel,  viral  coefficient   4.  Business  Model  metrics:  Revenue  +  all  others   •  Revenue  per  user,  LTV   Metrics  per  unit  (i.e.  %’s)!  (vs.  vanity  metrics)  
  • 17. Real  World  Metrics  •  Key  metrics:  –  Users  looking  for  traffic  informa;on  (market  pain):   –  CTR:  15%  for  main  keywords,  3%  overall   –  Interviews  with  customers  confirming  need  for  personalized  alerts  
  • 18. Real  World  Metrics  •  Key  metrics:  –  Users  finding  the  product  interes;ng  (product  features):   –  Conversion:  12%  overall  (80%  complete  registra;on  process)   –  Started  lower;  ini;ally  about  50%  dropped  during  registra;on   process.  Improved  design,  overhauled  registra;on  process   –  Customer  Acquisi;on  Cost:  made  adjustments  that  cut  it  in  half   –  Aner  registra;on,  between  40%-­‐50%  of  users  clicked  on  links  for   smartphone  versions  of  the  applica;on  (1.  BB  2.  iPhone  3.  Android)   –  Distribu;on  of  mobile  apps  at  Appstores  doubled  user  base  in  4   weeks  –  without  promo;onal  ac;vi;es  
  • 19. Real  World  Metrics  •  Other  hypotheses:  –  Imperfect/incomplete  product  s;ll  beBer  than  alterna;ves  –  Sharing  FB/personal  info  is  ok  for  users  (also  faster/simpler)  –  Simplicity  in  interface  is  key  (vs.  compe;;on)  –  Confirm  CTR  @  different  mediums  (cell  phones  vs.  smartphones,  display   ads  vs.  clickable  ads,  personalized  coupons,  etc.)  –  Confirm  CPC  and  who  pays  (agencies  vs.  marke;ng  departments)  
  • 20. Lessons  Learned  Lessons  &  recommenda6ons  1.  Pick  a  large  poten;al  market  to  begin  with  2.  Focus  on  what  users  are  already  trying  to  do  3.  At  the  beginning,  it’s  Pass/Fail,  not  A/B  4.  Mobile  first  (and  it’s  very  different  from  desktop)  5.  Don’t  push  features  –  test  your  roadmap  6.  Do  quick  experiments  –  start  with  the  expected  results  7.  It’s  not  about  money  -­‐  tes;ng  a  whole  concept  can  cost  as  liBle  as   $500  USD  8.  Almost  anything  can  be  tested:  physical  products,  physical   distribu;on,  etc.  9.  Distribu;on  is  king  –  consider  all  channels  (online  &  offline)  and   mul;ple  plaQorms  10.  React  quickly  –  the  market  doesn’t  wait  
  • 21. Summary  of  results  Key  numbers:  1.  User  growth:  ~3.5X    2.  Pageviews  growth:  ~10X  3.  Pages/vist  growth:  ~2.5x  4.  User  acquisi;on  reduc;on:  ~10X    
  • 22. Next  Steps   To  infinity  and  beyond  (but  only  the  paranoid  survive)    
  • 23. Tools  Learn  to  use  all  of  these:  1.  In-­‐person  interviews  2.  Unbounce  3.  Wordpress  +  themes  4.  Google  Analy;cs  5.  AdWords/FB  ads/AdMob/LinkedIn  ads  6.  Social  media  tools  7.  Keynotopia  8.  Paypal  9.  MixPanel  10.  Lean  Launch  Lab  11.  Phone  calls  12.  Stands  @  physical  stores/flyers/etc  
  • 24. Contact   Hugo  Stevens  www.StartupFactory.com.mx   Disruptors.mx   @hugostevens