Lean for
Social Good 101
We’ll start in a few minutes…
Lean Impact www.leanimpact.org
What we’re talking about today
•
•
•
•

Lean Startup – what is it and why should I care?
The basic principles of Lean Star...
You’ll get the deck
•
•
•

We’ll send you the deck after the webinar
Also on Slideshare
You’ll get a copy of The Ultimate ...
Who am I?
•

•
•
•

I’m the co-founder of Lean Impact, helping
social good organizations apply Lean
Startup principles
I w...
About our partners
•

We’ve chosen these companies because:
•
They were founded on Lean principles
•
You already know them...
Lean for
Social Good 101
Let’s get started…
Lean Impact www.leanimpact.org
What do we mean by “Lean”?
The old definition:
Having no money
Doing more with less

@leanimpact

#leanimpact
What do we mean by “Lean”?
The new definition:
Lean organizations develop products, services and campaigns by
starting sma...
Where Lean came from
Eric Ries’ book The Lean Startup

@leanimpact

#leanimpact
But actually, that came from…
Lean manufacturing, from Toyota

@leanimpact

#leanimpact
The old way: startups
•
•
•
•
•
•

Have an idea
Start working on it, behind closed doors
Take funding to build it
Take 18-...
The old way: startups
•
•
•
•
•
•

Have an idea
Start working on it, behind closed doors
Take funding to build it
Take 18-...
The old way: startups
•
•
•
•
•
•

Have an idea
Start working on it, behind closed doors
Take funding to build it
Take 18-...
The old way: social good
•
•
•
•
•

Have an idea for a program, service, campaign, etc.
Put staff on it
Take many months t...
The new way: startups
•
•
•
•
•
•

Have an idea
Create a Minimum Viable Product (MVP)
Get it in the hands of customers
Gat...
The new way: startups
•
•
•
•
•
•

Have an idea
Create a Minimum Viable Product (MVP)
Get it in the hands of customers
Gat...
The new way: startups
•
•
•
•
•
•

Have an idea
Create a Minimum Viable Product
Get it in the hands of customers
Gather fe...
Basically…
BUILD
Start with a Minimum Viable Product (MVP) that you can get
into the hands of customers quickly

MEASURE
U...
Why should social good
organizations care?
• Time and money are at a premium
• You can’t afford to waste months on somethi...
What is a Minimum Viable
Product?
A Minimum Viable Product (MVP) is an early version of a
product or service, and contains...
What type of feedback?
• “Get out of the building”
• Putting the product or service in front of the people who
will actual...
Fasal
• SMS-based program designed to give farmers in India
current market prices, so they can sell their crops for a
prof...
Fasal
• Final product vision: SMS messages automatically sent
to users
• MVP version: One of the team members manually sen...
Fasal
• The Fasal team studied how early users used the service
• Only when they were sure that people would use the
servi...
Key Elements of an MVP
• No cost / low cost
• Easy set-up and maintenance
• Measurable

@leanimpact

#leanimpact
Why create an MVP?
It allows you to test your assumptions:

•
•
•
•

See if there’s a need for it, before you invest in so...
Let’s talk about assumptions
We base a lot of our work on assumptions
(it’s not just you, everyone does it)
A few assumpti...
Disproving Assumptions:
Lean Impact
• Circa January 2013
• Assumption: People will pay $20 for an online conference, to le...
Disproving Assumptions:
Lean Impact
• Assumption: DISPROVED
• We sold 4 tickets

@leanimpact

#leanimpact
Disproving Assumptions:
Lean Impact
• As a result:
• Gathered feedback from our audience
• Planned launch parties in New Y...
Getting started with MVP

•
•
•
•

Low cost (or no cost)
Easy set-up
Built in measurement
Bonuses: list building, social s...
Three case studies
City of Phoenix / David &
Gladys Wright House

Gateway Green

Lesbians Who Tech

@leanimpact

#leanimpa...
David & Gladys Wright House
• The David & Gladys Wright House was at risk of being
torn down and replaced with luxury home...
David & Gladys Wright House
• The assumption: other residents of Phoenix understand
how important this house is, and want ...
David & Gladys Wright House
• Metrics: signatures
• The result:
• 29,000 signatures
• 20,000 opt-in to Save the House emai...
Gateway Green
• Gateway Green is a project in Portland, Oregon to turn a
stretch of unused land into a multi-use bike park...
Gateway Green
• The assumption: residents of Portland want a multi-use
outdoor space for recreation and preservation
• The...
Gateway Green
• Metrics: funds raised + funders
• The result:
• $123,880 raised
• 723 funders
“This project will need mill...
Lesbians Who Tech
•
•
•
•

Tech events are 90% male
LGBT events are 90% male
LGBT in Tech events are 90% male
Sometimes it...
Lesbians Who Tech
• The question: Are there other queer women in tech?
• The MVP: Eventbrite events, plus Facebook

@leani...
Lesbians Who Tech
• Metric: event registrations
• The Result:
• First event: 25 registrations
• Second event: 75 registrat...
In Summary
• Testing ideas through MVP:
• Is less risk than investing months on something
• Is easy to try, using the tool...
Further Reading
• Change.org campaign: Save the David & Gladys Wright
House
• Indiegogo campaign: Gateway Green
• Eventbri...
Check out our partners

@leanimpact

#leanimpact
See it in person
The Lean for Social Good Summit
San Francisco, CA
Thursday, January 23, 2014
Leanimpact.org/san-francisco...
Thanks!
Leah Neaderthal
Co-Founder, Lean Impact
www.leanimpact.org
leah@startsomewhere.com
@leahtn

@leanimpact

#leanimpa...
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Lean for Social Good 101

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An introduction to using Lean Startup principles in your social good organization, presented by Lean Impact in partnership with Indiegogo, Change.org and Eventbrite.

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Transcript of "Lean for Social Good 101"

  1. 1. Lean for Social Good 101 We’ll start in a few minutes… Lean Impact www.leanimpact.org
  2. 2. What we’re talking about today • • • • Lean Startup – what is it and why should I care? The basic principles of Lean Startup How to test your idea, campaign, product or service, BEFORE spending money How you can get started using Lean, with Eventbrite and Change.org and Indiegogo @leanimpact #leanimpact
  3. 3. You’ll get the deck • • • We’ll send you the deck after the webinar Also on Slideshare You’ll get a copy of The Ultimate Dictionary of Lean for Social Good @leanimpact #leanimpact
  4. 4. Who am I? • • • • I’m the co-founder of Lean Impact, helping social good organizations apply Lean Startup principles I work with social good organizations through my company, Start Somewhere I’ve worked at tech startups and have founded companies using Lean methods Fun fact: I run the blog “When You Work At A Nonprofit” @leanimpact #leanimpact
  5. 5. About our partners • We’ve chosen these companies because: • They were founded on Lean principles • You already know them (probably) • They enable you to get started with Lean @leanimpact #leanimpact
  6. 6. Lean for Social Good 101 Let’s get started… Lean Impact www.leanimpact.org
  7. 7. What do we mean by “Lean”? The old definition: Having no money Doing more with less @leanimpact #leanimpact
  8. 8. What do we mean by “Lean”? The new definition: Lean organizations develop products, services and campaigns by starting small, soliciting user feedback along the way, ensuring they are continually developing something that users want, and pivoting if necessary. The overall goal is to reduce waste: wasted time, wasted effort, and wasted money. @leanimpact #leanimpact
  9. 9. Where Lean came from Eric Ries’ book The Lean Startup @leanimpact #leanimpact
  10. 10. But actually, that came from… Lean manufacturing, from Toyota @leanimpact #leanimpact
  11. 11. The old way: startups • • • • • • Have an idea Start working on it, behind closed doors Take funding to build it Take 18-24 months to finish it Release it to the world Expect people to buy it Idea Build @leanimpact Launch, Meas ure, Learn #leanimpact
  12. 12. The old way: startups • • • • • • Have an idea Start working on it, behind closed doors Take funding to build it Take 18-24 months to finish it Release it to the world Expect people to buy it Idea Build @leanimpact Launch, Measure, Learn Dud (90% of the time) #leanimpact
  13. 13. The old way: startups • • • • • • Have an idea Start working on it, behind closed doors Take funding to build it Take 18-24 months to finish it Release it to the world Expect people to buy it Idea Build @leanimpact Customer feedback comes here Launch, Measure, Learn Dud (90% of the time) #leanimpact
  14. 14. The old way: social good • • • • • Have an idea for a program, service, campaign, etc. Put staff on it Take many months to finish it Release the pilot to the world Feedback comes here Expect it to be successful Idea Build @leanimpact Launch, Measure, Learn ?? #leanimpact
  15. 15. The new way: startups • • • • • • Have an idea Create a Minimum Viable Product (MVP) Get it in the hands of customers Gather feedback Make refinements And on and on Idea Build Measure, Learn User Feedback @leanimpact Build Measure, Learn User Feedback #leanimpact
  16. 16. The new way: startups • • • • • • Have an idea Create a Minimum Viable Product (MVP) Get it in the hands of customers Gather feedback Make refinements And on and on @leanimpact #leanimpact
  17. 17. The new way: startups • • • • • • Have an idea Create a Minimum Viable Product Get it in the hands of customers Gather feedback Build Make refinements And on and on User Feedback Measure Learn @leanimpact #leanimpact
  18. 18. Basically… BUILD Start with a Minimum Viable Product (MVP) that you can get into the hands of customers quickly MEASURE Use metrics see how customers use your MVP LEARN Learn from these results. Either continue on the same course, continue with some modifications, or pivot. @leanimpact #leanimpact
  19. 19. Why should social good organizations care? • Time and money are at a premium • You can’t afford to waste months on something that may or may not work • You need to find out quickly if something is viable, so you can either pursue it or ditch it @leanimpact #leanimpact
  20. 20. What is a Minimum Viable Product? A Minimum Viable Product (MVP) is an early version of a product or service, and contains only the bare minimum features that allow it to be deployed to early users. @leanimpact #leanimpact
  21. 21. What type of feedback? • “Get out of the building” • Putting the product or service in front of the people who will actually use it • What happens when they use it What it’s not: • Online surveys • Phone calls • Polls • “Would you use this?” @leanimpact #leanimpact
  22. 22. Fasal • SMS-based program designed to give farmers in India current market prices, so they can sell their crops for a profit • Started with a Minimum Viable Product @leanimpact #leanimpact
  23. 23. Fasal • Final product vision: SMS messages automatically sent to users • MVP version: One of the team members manually sent SMS price alerts to early users • Final product vision: Voice response technology would send daily automated phone calls with price updates • MVP version: One of the team members recorded the “automated” voice @leanimpact #leanimpact
  24. 24. Fasal • The Fasal team studied how early users used the service • Only when they were sure that people would use the service, did they invest in building out the full vision @leanimpact #leanimpact
  25. 25. Key Elements of an MVP • No cost / low cost • Easy set-up and maintenance • Measurable @leanimpact #leanimpact
  26. 26. Why create an MVP? It allows you to test your assumptions: • • • • See if there’s a need for it, before you invest in something Find out if it’s a viable idea worth your team’s time Eliminate wasted time Eliminate wasted money • If people will use it, THEN start building it out @leanimpact #leanimpact
  27. 27. Let’s talk about assumptions We base a lot of our work on assumptions (it’s not just you, everyone does it) A few assumptions: • X group needs more information on Y (it’s an information problem) • Our donors want to hear more about X issue (we know our donors) • The best thing to help X group, is Y service (we know how to help them) @leanimpact #leanimpact
  28. 28. Disproving Assumptions: Lean Impact • Circa January 2013 • Assumption: People will pay $20 for an online conference, to learn about Lean Startup in the social good space • MVP: • Lining up a few speakers • Basic website • Eventbrite registration @leanimpact #leanimpact
  29. 29. Disproving Assumptions: Lean Impact • Assumption: DISPROVED • We sold 4 tickets @leanimpact #leanimpact
  30. 30. Disproving Assumptions: Lean Impact • As a result: • Gathered feedback from our audience • Planned launch parties in New York, DC and San Francisco • Each party had over 500 registrants and 300 people through the door • By using web tools for our MVP , we saved money and had our answer in 60 days @leanimpact #leanimpact
  31. 31. Getting started with MVP • • • • Low cost (or no cost) Easy set-up Built in measurement Bonuses: list building, social sharing, fundraising, network effect @leanimpact #leanimpact
  32. 32. Three case studies City of Phoenix / David & Gladys Wright House Gateway Green Lesbians Who Tech @leanimpact #leanimpact
  33. 33. David & Gladys Wright House • The David & Gladys Wright House was at risk of being torn down and replaced with luxury homes • The house was built by Frank Lloyd Wright for his son, and is an architectural and historical landmark @leanimpact #leanimpact
  34. 34. David & Gladys Wright House • The assumption: other residents of Phoenix understand how important this house is, and want to see it preserved • The MVP: a Change.org campaign, to see if there is public support for the house @leanimpact #leanimpact
  35. 35. David & Gladys Wright House • Metrics: signatures • The result: • 29,000 signatures • 20,000 opt-in to Save the House email program • The house was saved! “By incorporating their first online petition into a broader advocacy campaign, FLWBC was able to harness the passion of their supporters and reach a much broader audience of people interested in their cause -- while winning in a big, public way that generated momentum for future campaigns.” @leanimpact #leanimpact
  36. 36. Gateway Green • Gateway Green is a project in Portland, Oregon to turn a stretch of unused land into a multi-use bike park. @leanimpact #leanimpact
  37. 37. Gateway Green • The assumption: residents of Portland want a multi-use outdoor space for recreation and preservation • The MVP: an Indiegogo campaign, to see if there is public support for the project @leanimpact #leanimpact
  38. 38. Gateway Green • Metrics: funds raised + funders • The result: • $123,880 raised • 723 funders “This project will need millions of dollars to be fully built out. While the crowdfunding campaign will raise just a small chunk of that, backers see it more as an opportunity to show the powers-that-be that the public is behind this project and that it's worth putting real money into.” – BikePortland.org @leanimpact #leanimpact
  39. 39. Lesbians Who Tech • • • • Tech events are 90% male LGBT events are 90% male LGBT in Tech events are 90% male Sometimes it’s hard for LGBT women to find each other, even within their own company @leanimpact #leanimpact
  40. 40. Lesbians Who Tech • The question: Are there other queer women in tech? • The MVP: Eventbrite events, plus Facebook @leanimpact #leanimpact
  41. 41. Lesbians Who Tech • Metric: event registrations • The Result: • First event: 25 registrations • Second event: 75 registrations • Third event: 150 registrations • After 3 months: 1,500 registrations • After one year: 3,000 registrations, chapters in 12 cities “In three months’ time we were able to build a list of 1,500 people who were interested in what we were doing. We never could have done that without using Eventbrite as a tool. “ – Leanne Pittsford, Founder @leanimpact #leanimpact
  42. 42. In Summary • Testing ideas through MVP: • Is less risk than investing months on something • Is easy to try, using the tools we’ve covered here • Gives you quick data so you know whether to move forward Most people are quick to stop you before you get started, but hesitant to get in the way if you’re moving! @leanimpact #leanimpact
  43. 43. Further Reading • Change.org campaign: Save the David & Gladys Wright House • Indiegogo campaign: Gateway Green • Eventbrite success: Lesbians Who Tech • The Ultimate Dictionary of Lean for Social Good – leanimpact.org • What would The Lean Startup Look Like for Nonprofits? By Sasha Dichter • The Lean Startup by Eric Ries • Don’t Overthink It by Leah Neaderthal @leanimpact #leanimpact
  44. 44. Check out our partners @leanimpact #leanimpact
  45. 45. See it in person The Lean for Social Good Summit San Francisco, CA Thursday, January 23, 2014 Leanimpact.org/san-francisco @leanimpact #leanimpact
  46. 46. Thanks! Leah Neaderthal Co-Founder, Lean Impact www.leanimpact.org leah@startsomewhere.com @leahtn @leanimpact #leanimpact

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