Lean Startup Sydney
Humphrey Laubscher
@HumphreyPL
Tomás Kutaj
@tomaskutaj
Fishburners, Sydney, 23 July 2013
Mission
Connecting people
passionate about Lean
Startup Methodologies.
Meeting Format
• Lean Startup Session
• Workshop
• Lean Conversation with
Billy Tucker
• Startup Pitch’s (2min)
• Meet and...
What is Lean
Startup?Steven Blank
steveblank.com
Eric Reis
StartupLessonsLearned.com
Ash Maurya
ashmaurya.com
Customer
Development
Meets Agile
Development
New Product
Lifecycle
Problem /
Solution Fit
Product /
Market Fit
Scale
Do I have
Problem worth
Solving?
Have a built
some...
Lean Startup Canvas
Early Adopters /
Earlyvangelists
The Revised Technology Adoption Life Cycle
Early Adopters
http://www.collegehumor.com/video/63486
75/early-adapters-through-history
Fictitious
Represents Target
Customers
User Motivation
User Expectation
Helps Teams Focus!
Resolves
Disagreements
User Empathy
Channels
“Customers don’t care
about your solution.
They care about their
problems.”
- Dave McClure,
500Startups
Startup Metrics for Pirates
• Acquisition: users come to site from various channels
• Activation: users enjoy 1st visit: "...
AARRR!: Startup Metrics Model
Website.com
Biz DevAds, Lead Gen,
Subscriptions,
ECommerce
Homepage /
Landing Page
Product
F...
Role: Marketing / Sales
Q: What channels? Which users? Why?
A: High Volume (#), Low Cost ($), High Conv (%)
• Design & Tes...
Where from?
Create Content
Cold Call
Friends!
@WebbJS © John Webb 2013
WHY
HOW
WHAT
Simon Sinek: Start With Why
Traditional, product-led marketing
OUTSIDE - IN
@WebbJS © John Webb 2013
Innovators / Early Adopters engage with beliefs first
WHY
HOW
WHAT
INSIDE - OUT
Simon Sinek: Star...
@WebbJS © John Webb 2013
What
Compaq 1996
IBM 1997
Why
Apple 1997
Simon Sinek: Start With Why
@WebbJS © John Webb 2013
Rockstar)Games)
When your WHY is seen as a
“Noble Cause” people will follow
Simon Sinek: Start Wi...
Workout
• Customer Empathy
Map
• Early Adopter
Persona
• Google and
Facebook Ad
Example
Lean Conversation
with
Billy Tucker
Startup Pitch’s
No Beer until someone
Pitches!
Time to Socialise!
Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's
Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's
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Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's

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Presented to the Lean Startup Sydney Meetup on 22 July 2013 which overs a basic Lean Startup intro, going into persona's and their benefits, then looking at reason why behind your business to connect with early adopters, then some basic channels to reach them. We also had a talk from Billy Tucker on the night from 57Signals.com. Cheers, Humphrey (Apologies Font conversion didn't work so well.)

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  • Geoffrey Moore, in his 1992 book Crossing the Chasm adapted and popularized the concept of the “Technology Life Cycle Adoption Curve,” whereby technology is adopted in five phases categorized by the type of buyer:Innovators –aggressively pursuenew technology, often out of pure interest in technology.Early adopters – are the first to pursue technology for its intrinsic benefits.Early majority – rely on benefits of new technology, but will wait for others to work out the kinks.Late majority – not interested in technology per se; waits for established leader to emerge, buys de facto standard.Laggards – don’t want anything to do with technology; uses technology when it’s without knowledge of its existence.
  • Passionate, early users of new technology or products who understand its value before mainstream markets. Acquiring early adopters is important to jumpstart product adoption.http://www.collegehumor.com/video/6348675/early-adapters-through-history
  • Personas are ficticious users created to represent a larger groups goals and personal chaarateristics. Help guide functinaility and design. Shows User motivation, exepcation and goals.Becomes central focus point for teams.Disagreement can be referred back to personaNormally a number of persona’s based on itnerview dataHelp focus the strategy, product and marketing oradmap. Create a habit of user empathy within the team.
  • Personas are ficticious users created to represent a larger groups goals and personal chaarateristics. Help guide functinaility and design. Shows User motivation, exepcation and goals.Becomes central focus point for teams.Disagreement can be referred back to personaNormally a number of persona’s based on itnerview dataHelp focus the strategy, product and marketing oradmap. Create a habit of user empathy within the team.
  • Personas are ficticious users created to represent a larger groups goals and personal chaarateristics. Help guide functinaility and design. Shows User motivation, exepcation and goals.Becomes central focus point for teams.Disagreement can be referred back to personaNormally a number of persona’s based on itnerview dataHelp focus the strategy, product and marketing oradmap. Create a habit of user empathy within the team.
  • Personas are ficticious users created to represent a larger groups goals and personal chaarateristics. Help guide functinaility and design. Shows User motivation, exepcation and goals.Becomes central focus point for teams.Disagreement can be referred back to personaNormally a number of persona’s based on itnerview dataHelp focus the strategy, product and marketing oradmap. Create a habit of user empathy within the team.
  • Personas are ficticious users created to represent a larger groups goals and personal chaarateristics. Help guide functinaility and design. Shows User motivation, exepcation and goals.Becomes central focus point for teams.Disagreement can be referred back to personaNormally a number of persona’s based on itnerview dataHelp focus the strategy, product and marketing oradmap. Create a habit of user empathy within the team.
  • Learning You let customer talkYou are listeningNot PitchingYou believe you know the answerYou are providing the solutionNeeding their expertiseTip: If after an interview you had to teach your cofounder everything about that person would you be able to do it?
  • Decouple Problem and Solution
  • 1st Degree Contacts (Linked, Facebook, Twitter)Ask for an introductionCreate an email template Cold Call / Search Linkedin, Twitter and GoogleTry use your Market Channels to acquire interviews
  • Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's

    1. 1. Lean Startup Sydney Humphrey Laubscher @HumphreyPL Tomás Kutaj @tomaskutaj Fishburners, Sydney, 23 July 2013
    2. 2. Mission Connecting people passionate about Lean Startup Methodologies.
    3. 3. Meeting Format • Lean Startup Session • Workshop • Lean Conversation with Billy Tucker • Startup Pitch’s (2min) • Meet and Greet Drinks!
    4. 4. What is Lean Startup?Steven Blank steveblank.com Eric Reis StartupLessonsLearned.com Ash Maurya ashmaurya.com
    5. 5. Customer Development
    6. 6. Meets Agile Development
    7. 7. New Product Lifecycle Problem / Solution Fit Product / Market Fit Scale Do I have Problem worth Solving? Have a built something people want? Can I repeat the processes profitably? Validated Learning Growth Pivots Optimizations
    8. 8. Lean Startup Canvas
    9. 9. Early Adopters / Earlyvangelists The Revised Technology Adoption Life Cycle
    10. 10. Early Adopters http://www.collegehumor.com/video/63486 75/early-adapters-through-history
    11. 11. Persona’s
    12. 12. Fictitious
    13. 13. Represents Target Customers
    14. 14. User Motivation
    15. 15. User Expectation
    16. 16. Helps Teams Focus!
    17. 17. Resolves Disagreements
    18. 18. User Empathy
    19. 19. Channels
    20. 20. “Customers don’t care about your solution. They care about their problems.” - Dave McClure, 500Startups
    21. 21. Startup Metrics for Pirates • Acquisition: users come to site from various channels • Activation: users enjoy 1st visit: "happy” experience • Retention: users come back, visit site multiple times • Referral: users like product enough to refer others • Revenue: users conduct some monetization behavior Dave McClure @DaveMcClure http://500.co http://500hats.typepad.com http://slideshare.net/dmc500hat s
    22. 22. AARRR!: Startup Metrics Model Website.com Biz DevAds, Lead Gen, Subscriptions, ECommerce Homepage / Landing Page Product Features ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts System Events & Time-based Features Blogs, RSS, Ne ws Feeds Emails & widgets Affiliates, Cont ests Viral Loops
    23. 23. Role: Marketing / Sales Q: What channels? Which users? Why? A: High Volume (#), Low Cost ($), High Conv (%) • Design & Test Multiple Marketing Channels + Campaigns • Select & Focus on Best-Performing Channels & Themes • Optimize for conversion to target CTAs, not just site/landing page • Match/Drive channel cost to/below revenue potential • Low-Hanging Fruit: – Blogs – SEO/SEM – Landing Pages – Automated Emails
    24. 24. Where from?
    25. 25. Create Content
    26. 26. Cold Call
    27. 27. Friends!
    28. 28. @WebbJS © John Webb 2013 WHY HOW WHAT Simon Sinek: Start With Why Traditional, product-led marketing OUTSIDE - IN
    29. 29. @WebbJS © John Webb 2013 Innovators / Early Adopters engage with beliefs first WHY HOW WHAT INSIDE - OUT Simon Sinek: Start With Why
    30. 30. @WebbJS © John Webb 2013 What Compaq 1996 IBM 1997 Why Apple 1997 Simon Sinek: Start With Why
    31. 31. @WebbJS © John Webb 2013 Rockstar)Games) When your WHY is seen as a “Noble Cause” people will follow Simon Sinek: Start With Why
    32. 32. Workout • Customer Empathy Map • Early Adopter Persona • Google and Facebook Ad Example
    33. 33. Lean Conversation with Billy Tucker
    34. 34. Startup Pitch’s No Beer until someone Pitches!
    35. 35. Time to Socialise!

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