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RESEARCH IS CHEAPERTHAN DEVELOPMENT      John McCaffrey     RailsPerformance.com         @ J_McCaffrey
HI, THERE• Independent     Developer• Building   web applications for 12yrs (Java, Rails)• Enjoy   working with startups• ...
AGENDA
AGENDA• Problem     definition• Terminology• Existing   solutions• Customer• Market/Trends
HOW DO WE BUILD ABETTER HYPOTHESIS?
WITH BETTER DATA!!
PRIMARY RESEARCH
PRIMARY RESEARCH• Original, targeted   research
PRIMARY RESEARCH• Original, targeted   research• One   on one interviews (Usability testing)
PRIMARY RESEARCH• Original, targeted   research• One   on one interviews (Usability testing)• Harder   to get
PRIMARY RESEARCH• Original, targeted   research• One   on one interviews (Usability testing)• Harder   to get• Not   alway...
SECONDARY RESEARCH
SECONDARY RESEARCH• Easier   to get
SECONDARY RESEARCH• Easier   to get• Trendable/verifiable
SECONDARY RESEARCH• Easier   to get• Trendable/verifiable• Can   help you focus
SECONDARY RESEARCH• Easier   to get• Trendable/verifiable• Can   help you focus
SECONDARY RESEARCH• Easier   to get        • Too   easy to get• Trendable/verifiable• Can   help you focus
SECONDARY RESEARCH• Easier   to get        • Too    easy to get• Trendable/verifiable    • Easy   to misread• Can   help yo...
SECONDARY RESEARCH• Easier   to get        • Too    easy to get• Trendable/verifiable    • Easy   to misread• Can   help yo...
PROJECT PROFILE
PROJECT PROFILE• What   is the problem?
PROJECT PROFILE• What    is the problem?• Basic   terminology
PROJECT PROFILE• What    is the problem?• Basic   terminology• Existing   solutions
PROJECT PROFILE• What    is the problem?• Basic   terminology• Existing   solutions• Customer     profile
PROJECT PROFILE• What    is the problem?• Basic   terminology• Existing   solutions• Customer     profile• Trends/opportuni...
PROBLEM• What    is the job they need done?• Write   out 2-3 problem statements• Test   them out on people• Google   those...
TERMINOLOGY• Key   words and phrases• Product/domain   naming• SEO/Marketing• Words   to exclude
BUILDING YOUR LIST• Google    search• Social   bookmarking (Delicious)• Google    trends
EXISTING SOLUTIONS
EXISTING SOLUTIONS• How   are people currently solving the problem
EXISTING SOLUTIONS• How   are people currently solving the problem• Identify   existing products and companies
EXISTING SOLUTIONS• How    are people currently solving the problem• Identify   existing products and companies• Post   qu...
EXISTING SOLUTIONS• How    are people currently solving the problem• Identify   existing products and companies• Post   qu...
EXISTING SOLUTIONS• How     are people currently solving the problem• Identify   existing products and companies• Post   q...
TOOLS• UserVoice, GetSatisfaction, ideaScale• TechStars, yCombinator, 500startups• appvita.com, web.appstorm.net   , kille...
CUSTOMERS• What   type of people want this job done?• What   is the value to them?• Where   can you find them? (Scene of th...
INFLUENCERS• Twitter• LinkedIn• mympact.com, followerwonk.com, many   others
DASHBOARD• Google    alerts (key words, competitors)• Twitter   follow/lists (influencers, hashtags)• Rss   feed (influencer...
CAUTION• Timebox    your research efforts• Take   note of any conclusions you draw• Test   your hypotheses• Reach   out to...
GATHER USEFUL DATA THEN TAKE ACTION!
THANKS!Let’s have some questions!     John McCaffrey RailsPerformance.com      @ J_McCaffrey
LINKS•   http://www.google.com/alerts/manage•   http://www.delicious.com/tag/second-screen•   http://www.google.com/insigh...
OUTSOURCE IT!• Hire   a VA• Blog   research• find    influencers• Create   ads/copy• Administer    surveys
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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
  • \n
  • age, gender, income, iphone\nzoomprospector, startups\nlinkedin groups\n
  • \n
  • Show google alert, mympact, google reader\n
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  • Transcript of "LeanStartup:Research is cheaper than development"

    1. 1. RESEARCH IS CHEAPERTHAN DEVELOPMENT John McCaffrey RailsPerformance.com @ J_McCaffrey
    2. 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. 3. AGENDA
    4. 4. AGENDA• Problem definition• Terminology• Existing solutions• Customer• Market/Trends
    5. 5. HOW DO WE BUILD ABETTER HYPOTHESIS?
    6. 6. WITH BETTER DATA!!
    7. 7. PRIMARY RESEARCH
    8. 8. PRIMARY RESEARCH• Original, targeted research
    9. 9. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)
    10. 10. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)• Harder to get
    11. 11. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)• Harder to get• Not always the full story
    12. 12. SECONDARY RESEARCH
    13. 13. SECONDARY RESEARCH• Easier to get
    14. 14. SECONDARY RESEARCH• Easier to get• Trendable/verifiable
    15. 15. SECONDARY RESEARCH• Easier to get• Trendable/verifiable• Can help you focus
    16. 16. SECONDARY RESEARCH• Easier to get• Trendable/verifiable• Can help you focus
    17. 17. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable• Can help you focus
    18. 18. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable • Easy to misread• Can help you focus
    19. 19. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable • Easy to misread• Can help you focus • Cannot prove/disprove theory
    20. 20. PROJECT PROFILE
    21. 21. PROJECT PROFILE• What is the problem?
    22. 22. PROJECT PROFILE• What is the problem?• Basic terminology
    23. 23. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions
    24. 24. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions• Customer profile
    25. 25. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions• Customer profile• Trends/opportunities
    26. 26. PROBLEM• What is the job they need done?• Write out 2-3 problem statements• Test them out on people• Google those phrases
    27. 27. TERMINOLOGY• Key words and phrases• Product/domain naming• SEO/Marketing• Words to exclude
    28. 28. BUILDING YOUR LIST• Google search• Social bookmarking (Delicious)• Google trends
    29. 29. EXISTING SOLUTIONS
    30. 30. EXISTING SOLUTIONS• How are people currently solving the problem
    31. 31. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies
    32. 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. 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. 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. 35. TOOLS• UserVoice, GetSatisfaction, ideaScale• TechStars, yCombinator, 500startups• appvita.com, web.appstorm.net , killerstartups.com• kickstarter.com, flattr.com
    36. 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. 37. INFLUENCERS• Twitter• LinkedIn• mympact.com, followerwonk.com, many others
    38. 38. DASHBOARD• Google alerts (key words, competitors)• Twitter follow/lists (influencers, hashtags)• Rss feed (influencers, competitors)• Share with your team
    39. 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. 40. GATHER USEFUL DATA THEN TAKE ACTION!
    41. 41. THANKS!Let’s have some questions! John McCaffrey RailsPerformance.com @ J_McCaffrey
    42. 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. 43. OUTSOURCE IT!• Hire a VA• Blog research• find influencers• Create ads/copy• Administer surveys
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