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Lean Startup, Hardware Edition
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Lean Startup, Hardware Edition

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Everybody knows all about lean startup, MVP, customer development and product/market fit (or at least, we hope everybody does). The key tenets make total sense: MVP as the smallest possible thing you …

Everybody knows all about lean startup, MVP, customer development and product/market fit (or at least, we hope everybody does). The key tenets make total sense: MVP as the smallest possible thing you can build to complete a build-measure-learn cycle; the need for speed; charge from day one if you can and so on. A software startup can easily go through two or three build-measure-learn cycle in a couple of months.

But what if your startup is creating a hardware product, where it takes 6 months or more to manufacture the smallest possible thing you can test with?

In this talk we will explore creative ways to apply key tenets of lean startup and customer development to hardware startups (ranging from consumer electronics to industrial products), where each product development and manufacturing cycle can run 6 months or longer. With minor tweaks, the same principles that help build great software startups quickly can be used to avoid capital expenditure mistakes in hardware startups. Join the conversation.

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  • 1. © 2014 ConceptSpring Elaine Chen September 2014 Lean Startup – Hardware Edition
  • 2. 2
  • 3. “Minimum Viable Product” “Build-Measure-Learn” “Product-market fit” “Pivot” “Value versus waste”
  • 4. “Get out of the building!”
  • 5. MEASURE BUILDLEARN ProductData Ideas
  • 6. “Minimum Viable Product” “The MVP is that version of the product that enables a full turn of the Build-Measure-Learn loop with a minimum amount of effort and the least amount of development time. - Ries, Eric (2011-09-13). The Lean Startup (p. 77), Random House, Inc.. Kindle Edition.
  • 7. MVP Example 1 Quotable quote: “You don’t need code to test an MVP.” – Ash Maurya, serial entrepreneur, author of “Running Lean”
  • 8. Days, not weeks or months. Charge from Day 1. You don’t need a lot of users to learn. Just a few good customers. Position your MVP as the prize. Do a concierge MVP if it makes sense.
  • 9. MVP Example 2
  • 10. Specs at launch (June 29, 2007): • Samsung 32 bit ARM processor - underclocked to 412 MHz • 128 MB Memory • 320 x 480 pixels • Up to 8GB storage • Multitouch screen • 3 axis accelerometer • Proximity sensor • Ambient light sensor • WiFi • EDGE (2.5g) • 2MP camera (SE had 3.2MP) • 5h talk browsing time • No cut and paste • No MMS • No third party apps • No exchange support • No real push email • Exclusive to AT&T Just for laughs
  • 11. Specs at launch (June 29, 2007): • Samsung 32 bit ARM processor - underclocked to 412 MHz • 128 MB Memory • 320 x 480 pixels • Up to 8GB storage • Multitouch screen • 3 axis accelerometer • Proximity sensor • Ambient light sensor • WiFi • EDGE (2.5g) • 2MP camera • 5h talk browsing time • No cut and paste • No MMS • No third party apps • No exchange support • No real push email • Exclusive to AT&T Arguably defeatured…
  • 12. Specs at launch (June 29, 2007): • Samsung 32 bit ARM processor - underclocked to 412 MHz • 128 MB Memory • 320 x 480 pixels • Up to 8GB storage • Multitouch screen • 3 axis accelerometer • Proximity sensor • Ambient light sensor • WiFi • EDGE (2.5g) • 2MP camera (SE had 3.2MP) • 5h talk browsing time • No cut and paste • No MMS • No third party apps • No exchange support • No real push email • Exclusive to AT&T ...but totally nails the vision…
  • 13. Excel at core use cases – the rest can wait
  • 14. 2007 2008 2009 2010 2011 2012 iOS 1.2b1 iOS2.2 iOS3.0 iOS 2.0 iOS4.0 iOS2.2.1 iOS2.1 iOS3.1 iOS3.2 iOS4.1 iOS4.2 iOS4.3 iOS5.0 iOS5.1 iOS6 Realize the full product vision over time
  • 15. 6.1M iPhone original 318M+ iphones sold by Q1 2013 The first product release is just the beginning
  • 16. Minimum Viable Product
  • 17. “Minimum” “If you aren’t embarrassed by your first product, you have launched too late.” Chris Dixon, Founder Collective, Hunch “Don’t wait until you are proud of your product.” Ajay Kulkarni and Andy Cheung, Sensobi “Quality over quantity.” Andy Smith – DailyBurn
  • 18. “Viable”
  • 19. Emails sent Click through Signed up for trial Began using product Converted to paid subscriber Free Beta 30 day trial to paid subscription A cautionary tale
  • 20. A Software “Product” can be a PDF
  • 21. Alas! Hardware is different
  • 22. Prototype
  • 23. Product
  • 24. Prototype
  • 25. Product
  • 26. Prototype
  • 27. Product
  • 28. Speed bump #1: Regulatory Compliance
  • 29. Speed bump #2: Tooling
  • 30. Despite advances in RP, quality and cost still nonviable for mass production Photo source: Makerbot.com
  • 31. Low volume manufacturing solutions are emerging – things will improve
  • 32. Speed bump #3: Durability requirements
  • 33. No such thing as a low-fidelity hardware MVP
  • 34. “Do it right, or do it over”
  • 35. MEASURE BUILDLEARN ProductData Ideas
  • 36. Primary market research is your friend
  • 37. What to test before tooling
  • 38. MEASURE BUILDLEARN ProductData Ideas
  • 39. What to test after tooling, but before first customer ship
  • 40. Gratis or paid Beta MEASURE BUILDLEARN ProductData Ideas
  • 41. What to test after first customer ship
  • 42. MEASURE BUILDLEARN ProductData Ideas Biz model
  • 43. Fried, Jason; Heinemeier Hansson, David (2010-03- 02). Rework (p. 70). Crown Business. Kindle Edition.
  • 44. Minimum Viable Product
  • 45. Image credit: http://aht.seriouseats.com/ What if the product is undercooked?
  • 46. Image credit: http://www.cuisineonline.pk Find early evangelists
  • 47. Image credit: http://idaconcpts.com Don’t make overreaching claims
  • 48. Do a concierge MVP
  • 49. 2007 2008 2009 2010 2011 2012 iOS 1.2b1 iOS2.2 iOS3.0 iOS 2.0 iOS4.0 iOS2.2.1 iOS2.1 iOS3.1 iOS3.2 iOS4.1 iOS4.2 iOS4.3 iOS5.0 iOS5.1 iOS6 Refresh the product with sw updates
  • 50. Viability is in the eye of the beholder
  • 51. Lean Startup - Reprise • Minimize waste: build-measure-learn • Get out of the building for maximum learning • Build the smallest possible thing (concepts, prototypes) and start testing the product • Ship the smallest possible thing (MVP) and start testing the market • Pivot on new learnings • Don’t scale until product/market fit • Quality is the key difference (don’t flub it!)
  • 52. @chenelaine blog.conceptspring.com Thank you

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