Manuel Rosso, Food on the Table


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Presentation during The Lean Startup SXSW by Manuel Rosso, Food on the Table.

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  • Re: coding last, we kept google apps (actually spreadsheets) as proxy for both our front-end and for our database; initially we copy & pasted from our “database spreadsheet” of recipes, onto specific user meal plan spreadsheets; later we used simple (ruby) scripts to automate this
  • Re: stores: initially we adopted users who used the same store, which simplified our work & let us focus on the hypothesis around meal planning; later we added new storesRe: recipes: not only 3 recipes per sale item, we initially assumed a unique plan for each user; instead, we simplified to use the same plan for each sale item, e.g. everyone (regardless of store) who wanted to cook “chicken breast” this week received the same initial recipe + backup recipes; we introduced customer specific variety later
  • Manuel Rosso, Food on the Table

    1. 1. Concierge MVPLearning from early adopters at Food on the Table<br />Manuel Rosso<br />
    2. 2. Food on the Table helps families eat better and save money at the grocery store.<br />
    3. 3. We combine your family’s food preferences with sales at your local grocery store to create a meal plan and organized grocery list<br />How it Works<br />Select your favorite grocery store<br />Select what your family enjoys eating<br />Build a meal plan based on your preferred ingredients that are on sale at your favorite store<br />Go shopping with a super organized grocery list<br />Prepare our chef curated recipes in no more than 45 minutes<br />
    4. 4. Why Concierge MVP?<br />If you can't get them to adopt your idea with high-touch, face-to-face service, they sure as hell are not going to buy into your cold web page.<br />At the SLLC I told the story of user #1 <br />This is the story of users #2 to #20.<br />
    5. 5. Finding the first 20 users<br />Leveraged relationships built in early discovery.<br />Identified mavens. Asked them to recommend candidates.<br />Reached out to our own networks.<br />Defined general user profile but kept it flexible.<br />Do you feed your family? Do you want help? You are in!<br />Not in a position to deny interested prospects.<br />Our hypothesis was very likely wrong.<br />Approached candidates with an open mind<br />Learned about their problem and how they solved it.<br />Introduced our solution after knowing we could help them.<br />
    6. 6. Learn First, Code Last<br />1st Interaction<br />Face to face, Out of the office.<br />Learned how they solved the problem on their own.<br />Verbally positioned our solution as it would look like on the web but rapidly iterated based on reaction.<br />2nd Interaction<br />Phone conversation.<br />Emulated the web experience through questions but clarified when necessary.<br />Delivered recipes and grocery list through email.<br />Further Interactions<br />Attempted to make it as autonomous as possible.<br />Focused on the experience, not code.<br />Used Google Apps as proxy for “dynamic” web pages.<br />
    7. 7.
    8. 8. Get over your vision and think simple<br />Abandoning the complexity of the large vision allowed us to focus on what really mattered… <br />…How are we going to solve their problem!<br />
    9. 9. What we learned<br />Don’t try to learn it all at once, break it into small steps. (store selection, recipe selection, etc…)<br />Move on to the next step when you can anticipate what your early adopters are going to say before they say it.<br />Automate when you are spending most of your time doing repetitive tasks that slow down your learning.<br />If your currency is learning, only code when it will make learning cheaper.<br />