LeanStartup:Research is cheaper than development

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  • uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  • uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  • uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  • uncomfortable (porn, alcohol, food)\nforget frequency, cost, outcome\ngood for feelings and motivation, not always for behavior\n\n
  • easy to see what people do, but not why they do it\n
  • easy to see what people do, but not why they do it\n
  • easy to see what people do, but not why they do it\n
  • easy to see what people do, but not why they do it\n
  • easy to see what people do, but not why they do it\n
  • easy to see what people do, but not why they do it\n
  • easy to see what people do, but not why they do it\n
  • Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  • Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  • Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  • Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  • Something you can hand to new team members\nbasis of your hypothesis, supports your elevator pitch\n
  • workflowy.com\ntalk about hiring a milkshake, doing a job “coffee break”\nsee if you are describing the issue correctly\n
  • exclude and correlation words\n
  • google scooter -razor, moped v ~moped\ndelicious second screen\n
  • show, getsatisfaction\nvc funding\n
  • show, getsatisfaction\nvc funding\n
  • show, getsatisfaction\nvc funding\n
  • show, getsatisfaction\nvc funding\n
  • show, getsatisfaction\nvc funding\n
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  • age, gender, income, iphone\nzoomprospector, startups\nlinkedin groups\n
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  • Show google alert, mympact, google reader\n
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Transcript

  • 1. RESEARCH IS CHEAPERTHAN DEVELOPMENT John McCaffrey RailsPerformance.com @ J_McCaffrey
  • 2. HI, THERE• Independent Developer• Building web applications for 12yrs (Java, Rails)• Enjoy working with startups• Have seen too many projects suffer due to lack of basic research
  • 3. AGENDA
  • 4. AGENDA• Problem definition• Terminology• Existing solutions• Customer• Market/Trends
  • 5. HOW DO WE BUILD ABETTER HYPOTHESIS?
  • 6. WITH BETTER DATA!!
  • 7. PRIMARY RESEARCH
  • 8. PRIMARY RESEARCH• Original, targeted research
  • 9. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)
  • 10. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)• Harder to get
  • 11. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)• Harder to get• Not always the full story
  • 12. SECONDARY RESEARCH
  • 13. SECONDARY RESEARCH• Easier to get
  • 14. SECONDARY RESEARCH• Easier to get• Trendable/verifiable
  • 15. SECONDARY RESEARCH• Easier to get• Trendable/verifiable• Can help you focus
  • 16. SECONDARY RESEARCH• Easier to get• Trendable/verifiable• Can help you focus
  • 17. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable• Can help you focus
  • 18. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable • Easy to misread• Can help you focus
  • 19. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable • Easy to misread• Can help you focus • Cannot prove/disprove theory
  • 20. PROJECT PROFILE
  • 21. PROJECT PROFILE• What is the problem?
  • 22. PROJECT PROFILE• What is the problem?• Basic terminology
  • 23. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions
  • 24. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions• Customer profile
  • 25. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions• Customer profile• Trends/opportunities
  • 26. PROBLEM• What is the job they need done?• Write out 2-3 problem statements• Test them out on people• Google those phrases
  • 27. TERMINOLOGY• Key words and phrases• Product/domain naming• SEO/Marketing• Words to exclude
  • 28. BUILDING YOUR LIST• Google search• Social bookmarking (Delicious)• Google trends
  • 29. EXISTING SOLUTIONS
  • 30. EXISTING SOLUTIONS• How are people currently solving the problem
  • 31. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies
  • 32. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies• Post questions on forums “what’s the best way to ..?”
  • 33. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies• Post questions on forums “what’s the best way to ..?”• Best/worst features of the existing solutions
  • 34. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies• Post questions on forums “what’s the best way to ..?”• Best/worst features of the existing solutions• Value proposition by time or money
  • 35. TOOLS• UserVoice, GetSatisfaction, ideaScale• TechStars, yCombinator, 500startups• appvita.com, web.appstorm.net , killerstartups.com• kickstarter.com, flattr.com
  • 36. CUSTOMERS• What type of people want this job done?• What is the value to them?• Where can you find them? (Scene of the customer)• How would you market to them?
  • 37. INFLUENCERS• Twitter• LinkedIn• mympact.com, followerwonk.com, many others
  • 38. DASHBOARD• Google alerts (key words, competitors)• Twitter follow/lists (influencers, hashtags)• Rss feed (influencers, competitors)• Share with your team
  • 39. CAUTION• Timebox your research efforts• Take note of any conclusions you draw• Test your hypotheses• Reach out to the customer base and key influencers
  • 40. GATHER USEFUL DATA THEN TAKE ACTION!
  • 41. THANKS!Let’s have some questions! John McCaffrey RailsPerformance.com @ J_McCaffrey
  • 42. LINKS• http://www.google.com/alerts/manage• http://www.delicious.com/tag/second-screen• http://www.google.com/insights/search/#q=scooter&geo=US&cmpt=q• https://getsatisfaction.com/boxee/products/boxee_boxee_for_mac• http://www.zoomprospector.com/CommunityDetail.aspx?id=8424• http://search.mblast.com/#• http://www.appvita.com• http://web.appstorm.net• http://www.youtube.com/watch?v=VmbSpTJXozk•
  • 43. OUTSOURCE IT!• Hire a VA• Blog research• find influencers• Create ads/copy• Administer surveys