Building a Successful MVP
What You Will Learn•  What is an MVP?•  What are the different types of MVPs?•  What does the MVP actually test?•  Example...
What is an MVP?“The minimum amount of effort you haveto do to complete exactly one turn of theBuild-Measure-Learn feedback...
Don’t Be Misled…MVP ≠ a functioning product
In Simpler Terms         MVP = Experiment                (Think: Minimum Viable Experiment)
Goals of MVP•  Maximum validated learning with   minimum effort.•  Minimum opportunity cost.•  Rapid testing and iteration.
When do MVPs Get Created?1.   Problem or Solution Hypothesis2.   Make a Prediction3.   Outline Assumptions4.   Identify Ri...
Riskiest AssumptionTuesday, February 28, 2012
Where do I Begin?•  Not all MVPs are created equal.•  MVP most appropriate…             i.  For your business model     ii...
Types of MVPs1.  Problem Exploration2.  Product Pitch3.  Concierge(in order of increasing opportunity cost)
Validation1.  Success criterion.2.  “Signal.”3.  “Foaming at the mouth.”
Early Adopters“Foaming at the Mouth” means:1.  Have the problem2.  Aware they have the problem3.  Searched for a solution4...
Problem ExplorationAn interaction focused on customer’sproblems to understand past behaviorand urgency.
Problem Exploration    Opportunity Cost: Very Low
Examples of Problem Exploration1. Scene of the CustomerHighest geographic density of yourcustomer use case.
Scene of the Customer
Examples of Problem Exploration2. DoppelgangerSomeone already executing on your idea.
Doppelganger
Examples of Problem Exploration3. Conversation StarterGetting your customer’s attention andactivating their imagination.
Conversation Starter
Examples of Problem Exploration4. Menu of FeaturesFake features to ascertain which ones thecustomer is most interested in.
Menu of Features
Product PitchExchange of product for some form ofcurrency: time, money, or work.Tests the Riskiest Assumption associatedwi...
Product Pitch    Opportunity Cost: Very Low   à   Low
Examples of Product Pitch1. Decreasing DiscountDecrease the discount over time for newsales.Think: Invalidation = discount...
Examples of Product Pitch                        Now just                         $0.99!
Examples of Product Pitch                        Now just                         $1.29!
Examples of Product Pitch2. InnovatorLearn innovators’ tactics and see if youcan productize them into a solution.
Examples of Product Pitch3. Better AlternativeGet the customers of the existing marketleader.
Examples of Product Pitch4. MetaHave your customer design the firstversion of your product.
Meta
ConciergeManually delivering on the solution, as aservice to the customer, to see if thedelivery matches the customer’sexp...
Concierge    Opportunity Cost: Medium
Examples of Concierge1. One Use CaseMaking your product function for only asingle use case.
One Use Case
Examples of Concierge2. Real Life SimulationIllusion of backend functionality orinfrastructure. Think: Validation = Reason...
Real Life Simulation
Real Life Simulation
Real Life Simulation
Real Life Simulation
InteractiveWhat MVPs have you already created?
Remember…Focus on testing your  Riskiest Assumption
Thanksryan@leanstartupmachine.com                   @ryanmaccarrigan
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Mvp development

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MVP in the context of Lean Startup Machine workshops.
Attent a workshop : www.leanstartupmachine.com

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Mvp development

  1. 1. Building a Successful MVP
  2. 2. What You Will Learn•  What is an MVP?•  What are the different types of MVPs?•  What does the MVP actually test?•  Examples of “good” MVPs•  Individual Assessments
  3. 3. What is an MVP?“The minimum amount of effort you haveto do to complete exactly one turn of theBuild-Measure-Learn feedback loop.” - Eric Ries
  4. 4. Don’t Be Misled…MVP ≠ a functioning product
  5. 5. In Simpler Terms MVP = Experiment (Think: Minimum Viable Experiment)
  6. 6. Goals of MVP•  Maximum validated learning with minimum effort.•  Minimum opportunity cost.•  Rapid testing and iteration.
  7. 7. When do MVPs Get Created?1. Problem or Solution Hypothesis2. Make a Prediction3. Outline Assumptions4. Identify Riskiest Assumption ✔  5. Define Success Criterion
  8. 8. Riskiest AssumptionTuesday, February 28, 2012
  9. 9. Where do I Begin?•  Not all MVPs are created equal.•  MVP most appropriate… i.  For your business model ii.  Both minimum and viable iii.  Learn whether it succeeds or fails
  10. 10. Types of MVPs1.  Problem Exploration2.  Product Pitch3.  Concierge(in order of increasing opportunity cost)
  11. 11. Validation1.  Success criterion.2.  “Signal.”3.  “Foaming at the mouth.”
  12. 12. Early Adopters“Foaming at the Mouth” means:1.  Have the problem2.  Aware they have the problem3.  Searched for a solution4.  Hacked a solution5.  Paid for a solution
  13. 13. Problem ExplorationAn interaction focused on customer’sproblems to understand past behaviorand urgency.
  14. 14. Problem Exploration Opportunity Cost: Very Low
  15. 15. Examples of Problem Exploration1. Scene of the CustomerHighest geographic density of yourcustomer use case.
  16. 16. Scene of the Customer
  17. 17. Examples of Problem Exploration2. DoppelgangerSomeone already executing on your idea.
  18. 18. Doppelganger
  19. 19. Examples of Problem Exploration3. Conversation StarterGetting your customer’s attention andactivating their imagination.
  20. 20. Conversation Starter
  21. 21. Examples of Problem Exploration4. Menu of FeaturesFake features to ascertain which ones thecustomer is most interested in.
  22. 22. Menu of Features
  23. 23. Product PitchExchange of product for some form ofcurrency: time, money, or work.Tests the Riskiest Assumption associatedwith your Solution Hypothesis.
  24. 24. Product Pitch Opportunity Cost: Very Low à Low
  25. 25. Examples of Product Pitch1. Decreasing DiscountDecrease the discount over time for newsales.Think: Invalidation = discount rejected
  26. 26. Examples of Product Pitch Now just $0.99!
  27. 27. Examples of Product Pitch Now just $1.29!
  28. 28. Examples of Product Pitch2. InnovatorLearn innovators’ tactics and see if youcan productize them into a solution.
  29. 29. Examples of Product Pitch3. Better AlternativeGet the customers of the existing marketleader.
  30. 30. Examples of Product Pitch4. MetaHave your customer design the firstversion of your product.
  31. 31. Meta
  32. 32. ConciergeManually delivering on the solution, as aservice to the customer, to see if thedelivery matches the customer’sexpectations and makes them happy.
  33. 33. Concierge Opportunity Cost: Medium
  34. 34. Examples of Concierge1. One Use CaseMaking your product function for only asingle use case.
  35. 35. One Use Case
  36. 36. Examples of Concierge2. Real Life SimulationIllusion of backend functionality orinfrastructure. Think: Validation = Reason to Build Out
  37. 37. Real Life Simulation
  38. 38. Real Life Simulation
  39. 39. Real Life Simulation
  40. 40. Real Life Simulation
  41. 41. InteractiveWhat MVPs have you already created?
  42. 42. Remember…Focus on testing your Riskiest Assumption
  43. 43. Thanksryan@leanstartupmachine.com @ryanmaccarrigan

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