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Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's
 

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 ...

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 Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's Presentation Transcript

  • 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 Greet Drinks!
  • 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 something people want? Can I repeat the processes profitably? Validated Learning Growth Pivots Optimizations
  • 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
  • Persona’s
  • 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: "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
  • 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
  • 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
  • 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: Start With Why
  • @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 With Why
  • 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!