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Gameover: how to validate demand and launch to rabid fans on day one

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These are slides from a talk Sean Tierney did for GameColab on 8/1/13 teaching concepts of Lean Startup, Customer Development, Lifecycle Marketing and Marketing Automation in the realm of game …

These are slides from a talk Sean Tierney did for GameColab on 8/1/13 teaching concepts of Lean Startup, Customer Development, Lifecycle Marketing and Marketing Automation in the realm of game development.

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  • 1. By Sean Tierney How to pre-validate game demand and launch to a group of rabid fans on day one.
  • 2. Distribution & Product-Market Fit
  • 3. Pre Post Product-Market Fit Searching for b-model Focused on growth Stages of Development of any Venture
  • 4. My creds
  • 5. Your greatest threat = apathy
  • 6. CustDev Lean Canvas
  • 7. What is Customer Development? Brainchild of Steve Blank “Four Steps to the Epiphany” = seminal work. The revised sequel 10yrs later is “Startup Owner’s Manual” Answers don’t exist within the building... therefore, get out of the building and talk to your potential customers! Need to intimately understand the problem & customer before pushing your solution CustDev = framework for doing entrepreneurship. Focus on P-M fit first then worry about growth. Stages are like “orbits” - must achieve escape velocity to move to next.
  • 8. Google: “Steve Blank Udacity”
  • 9. What is the Lean Startup? Mindset of experimentation Eric Ries’ book (apprentice has gotten more attention) Originates from Toyota lean manufacturing principles applied to startups De-risk the most threatening aspects early Build / Measure / Learn Validated learning as the unit of progress Innovation accounting via the Canvas
  • 10. When you distill it all down Lean is about systematically... Reducing risk, uncertainty & waste
  • 11. Example
  • 12. Example
  • 13. What is the Business Model Canvas? An iterative “report card” to track validated learning Replacement for the business plan Snapshot of current understanding of the startup Vessel for sharing and getting input from advisors
  • 14. Need a volunteer
  • 15. http://leancanvas.com/
  • 16. Where does your greatest uncertainty lie?
  • 17. Learn, Build, Measure Where does the greatest uncertainty lie and what is the risk to the success of the product? What testable hypotheses can we form to de-risk this? What data would we need to collect to confirm or refute these hypotheses? What experiments would we need to conduct in order to collect that data? Now go run these experiments. Rinse and repeat...
  • 18. Example
  • 19. Qualitative over quantitative early on
  • 20. Google: “Steve Blank Udacity”
  • 21. Pre Post Product-Market Fit Searching for b-model Focused on growth Stages of Development of any Venture
  • 22. + Lifecycle Marketing + Process Automation
  • 23. Pre-launch list-building ideas Blog about game creation / inspiration process FB campaign for VIP super-secret sneak peek Do podcast interviews with other game creators “Proceeds during X days donated to charitable cause” Contest drawing for access to XYZ awesome thing (donated by sponsor you find) Give away one year subscription to PC Gamer Mag - MCI “Friends ‘n Family” style campaign
  • 24. Now that you have a list... Never abuse it Exceed original expectation Show the human, personal side (no marketing-speak) Exclusive privileges Always grandfather early-adopters on price increases
  • 25. Shameless Self-Promo for Grid7
  • 26. Lifecycle Marketing & Automation
  • 27. How do you recycle?
  • 28. Follow these three people: Questions? Sean Tierney sean@grid7.com @scrollinondubs grid7.com