Lean Startup, Hardware Edition

  • 1,944 views
Uploaded on

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.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,944
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
0
Comments
0
Likes
10

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. © 2014 ConceptSpring1 Lean Startup, Hardware Edition Elaine Chen
  • 2. © 2014 ConceptSpring2 2
  • 3. © 2014 ConceptSpring3
  • 4. © 2014 ConceptSpring4 “Minimum Viable Product” “Build-Measure-Learn” “Product-market fit” “Pivot” “Value versus waste”
  • 5. © 2014 ConceptSpring5 “GOOB”
  • 6. © 2014 ConceptSpring6 MEASURE BUILDLEARN ProductData Ideas
  • 7. © 2014 ConceptSpring7 “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.
  • 8. © 2014 ConceptSpring8 MVP Example 1 Quotable quote: “You don’t need code to test an MVP.” – Ash Maurya, serial entrepreneur, author of “Running Lean”
  • 9. © 2014 ConceptSpring9
  • 10. © 2014 ConceptSpring10 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.
  • 11. © 2014 ConceptSpring11 MVP Example 2
  • 12. © 2014 ConceptSpring12
  • 13. © 2014 ConceptSpring13 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
  • 14. © 2014 ConceptSpring14 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…
  • 15. © 2014 ConceptSpring15 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…
  • 16. © 2014 ConceptSpring16 Excel at core use cases – the rest can wait
  • 17. © 2014 ConceptSpring17 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
  • 18. © 2014 ConceptSpring18 6.1M iPhone original 318M+ iphones sold by Q1 2013 The first product release is just the beginning
  • 19. © 2014 ConceptSpring19 #MVP
  • 20. © 2014 ConceptSpring20 “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
  • 21. © 2014 ConceptSpring21 “Viable”
  • 22. © 2014 ConceptSpring22 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
  • 23. © 2014 ConceptSpring23 A software “Product” can be a PDF
  • 24. © 2014 ConceptSpring24 Alas! Hardware is different
  • 25. © 2014 ConceptSpring25 Prototype
  • 26. © 2014 ConceptSpring26 Product
  • 27. © 2014 ConceptSpring27 Prototypes
  • 28. © 2014 ConceptSpring28 Product
  • 29. © 2014 ConceptSpring29 Prototype
  • 30. © 2014 ConceptSpring30 Product
  • 31. © 2014 ConceptSpring31 Speed bump #1: Regulatory Compliance
  • 32. © 2014 ConceptSpring32 Speed bump #2: Tooling
  • 33. © 2014 ConceptSpring33 Despite advances in RP, quality and cost still nonviable for mass production Photo source: Makerbot.com
  • 34. © 2014 ConceptSpring34 Low volume manufacturing solutions are emerging – things will improve
  • 35. © 2014 ConceptSpring35 Speed bump #3: Durability requirements
  • 36. © 2014 ConceptSpring36 No such thing as a low- fidelity hardware MVP
  • 37. © 2014 ConceptSpring37 “Do it right, or do it over”
  • 38. © 2014 ConceptSpring38 MEASURE BUILDLEARN ProductData Ideas
  • 39. © 2014 ConceptSpring39 Primary market research is your friend
  • 40. © 2014 ConceptSpring40 What to test before tooling
  • 41. © 2014 ConceptSpring41 MEASURE BUILDLEARN ProductData Ideas Personas HW SW
  • 42. © 2014 ConceptSpring42
  • 43. © 2014 ConceptSpring43
  • 44. © 2014 ConceptSpring44
  • 45. © 2014 ConceptSpring45
  • 46. © 2014 ConceptSpring46 What to test after tooling, but before First Customer Ship
  • 47. © 2014 ConceptSpring47 MEASURE BUILDLEARN ProductData Ideas SW Gratis or paid Beta
  • 48. © 2014 ConceptSpring48
  • 49. © 2014 ConceptSpring49
  • 50. © 2014 ConceptSpring50 What to test after First Customer Ship
  • 51. © 2014 ConceptSpring51 MEASURE BUILDLEARN ProductData Ideas Biz model
  • 52. © 2014 ConceptSpring52
  • 53. © 2014 ConceptSpring53 Fried, Jason; Heinemeier Hansson, David (2010-03- 02). Rework (p. 70). Crown Business. Kindle Edition.
  • 54. © 2014 ConceptSpring54 MVP
  • 55. © 2014 ConceptSpring55 Image credit: http://aht.seriouseats.com/ What if the product is undercooked?
  • 56. © 2014 ConceptSpring56 Image credit: http://www.cuisineonline.pk Find early evangelists
  • 57. © 2014 ConceptSpring57 Image credit: http://idaconcpts.com Don’t make overreaching claims
  • 58. © 2014 ConceptSpring58 Do a concierge MVP
  • 59. © 2014 ConceptSpring59 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 software updates
  • 60. © 2014 ConceptSpring60 Viability is in the eye of the beholder
  • 61. © 2014 ConceptSpring61 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 only key difference (don’t flub it!)
  • 62. © 2014 ConceptSpring62 @chenelaine blog.conceptspring.com Thank you