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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  • 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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