#LeanConf

We Built It,
And They Didn’t Come!
@LukasFittl
About Myself
Co-Founded 4 tech startups,
worked with many others

2007 - ’10

2011 - ’12

since 2011

since 2013
Recently:
Also:

&
Let me introduce you to:

started October 2010
Actual Revenue:

0 EUR
First of all,
lets talk about the

Team
Lukas

Design & Development

Michael

DevOps

Christian

Sales & Marketing
Lukas

Design & Development

Michael

DevOps

Christian

Sales & Marketing
Lukas

Design & Development

Ash

DevOps

Emiliano

Sales & Marketing
Lukas

Design & Development

Ash

DevOps

Emiliano

Sales & Marketing
Design & Development

DevOps

Sales & Marketing
Lukas

Design & Development

Michael

DevOps

Sales & Marketing
Lukas

Design & Development

Michael

DevOps

Sales & Marketing
Lukas

Design & Development

Andreas

DevOps

Sales & Marketing
Lukas

Design & Development

Andreas

DevOps

Sales & Marketing
Lukas (2011)

Lukas (Today)

What did
I learn?
Design & Development

DevOps

Sales & Marketing
Distribution
Product

Business
Product

1. The Art of Launching Your MVP
2. Radically Different Value Propositions
3. The Ideation Switch
Product

1. The Art of Launching Your MVP
2. Radically Different Value Propositions
3. The Ideation Switch
Launch = Make your Product available
to (some) customers
Not: Press Launch!
What we had at Efficient Cloud:
TODO

IN PROGRESS

Task

Task

Task

Task

Task

DONE
Task
Risk
UILD
B
UILD
B
ILD
BU

Time
Release!
In a group of Developers,
its really dangerous to
just “get things done”
IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Experiment
Risk

BUILD

BUILD

BUILD

BUILD

Release! Release! Release! Release!

Time
Charged Customers
$200 / month
from Day One
What we have at Spark59/USERcycle:
Perfection: 3+ months
Build:
Full Prototype
Measure: “Successful” Launch
Learn: (within months)
Iteration: 2-3 weeks
Build:
Weekend Prototype
Measure: Customers commit to buy
Learn: (within days)
Dictates how fast you can learn
Experiment Scope

Your Runway

How long you can survive
Product

1. The Art of Launching Your MVP
2. Radically Different Value Propositions
3. The Ideation Switch
Hosting Company, this helps you
implement PaaS and still get a lot
of customers onto one server.
(But you need SSD drives....
Sounds complicated? Yes!
Bigger Problem: We didn’t
(really) try something different.
=> Landing Page Test
But we just tested for testing’s sake,
we didn’t believe in that product at all.
Version 1: Analytics for Marketers
Version 2: Analytics for Startups
Version 3: Analytics for SaaS Startups
Getting the Right Design
vs.

Getting the Design Right
Product

1. The Art of Launching Your MVP
2. Radically Different Value Proposition
3. The Ideation Switch
Kind-of-Sales
is not
Customer Development
Are you ideating or
are you executing?
Executing =
IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Experiment
Ideating =
Customer Interviews
Design Studio
Usability Tests
etc...
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
Main Assumption:
Customers would buy a
5000+ EUR license
&
integrate our Product
within weeks (not months)
Its ok to ignore your plan,
but focus on these
assumptions.
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
Don’t ever get too attached to
one single investor / customer / partner.
Berlin, London, Moscow, Kiev, Vienna
- all for one deal that didn’t go through.
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
He loved the product & team, but
the numbers never justified an investment.
Accelerators give you a peer group,
and access to a lot of people
(if you’re ready).
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
In the beginning
people believe in you first,
the product second.
Users who See Something About You

User Energy
80%

Click!
60%

Click!
40%

20%

0%

Left the Site
User Energy
80%

Click!

Users who See Something About You
vs
Users from Google Adwords

60%

Click!
40%

20%

0%

Click!
...
Personal Authenticity gives people
a better reason to look harder &
ignore their own misunderstanding.
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
Your Product

Messaging A

Customer A

Your Product

Messaging A

Customer B

Your Product doesn’t need to change,
Yet You...
Credit: Kathy Sierra
Make Happy Customers,
Not: Make Customers Happy
Messaging is a journey without an end,
you will not reach perfection.
(but ideally people will still buy)
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
Continuously ask yourself:

Is this a good customer?
-> can be targeted & sold to
-> pays money
-> actually buys what you ...
“We had a long discussion,
on doing this project at all right now.”
(2 months into the sales process)
Your biggest risk is

Indifference.

People just don’t care.
Your Team determines your
Distribution methods
e.g. Don’t target the Enterprise
if you’re missing the know-how.
Distribution
Product

Business
Thank you!

@LukasFittl
lukas@fittl.com
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
We Built It, And They Didn't Come!
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We Built It, And They Didn't Come!

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We Built It, And They Didn't Come!

  1. 1. #LeanConf We Built It, And They Didn’t Come! @LukasFittl
  2. 2. About Myself Co-Founded 4 tech startups, worked with many others 2007 - ’10 2011 - ’12 since 2011 since 2013
  3. 3. Recently:
  4. 4. Also: &
  5. 5. Let me introduce you to: started October 2010
  6. 6. Actual Revenue: 0 EUR
  7. 7. First of all, lets talk about the Team
  8. 8. Lukas Design & Development Michael DevOps Christian Sales & Marketing
  9. 9. Lukas Design & Development Michael DevOps Christian Sales & Marketing
  10. 10. Lukas Design & Development Ash DevOps Emiliano Sales & Marketing
  11. 11. Lukas Design & Development Ash DevOps Emiliano Sales & Marketing
  12. 12. Design & Development DevOps Sales & Marketing
  13. 13. Lukas Design & Development Michael DevOps Sales & Marketing
  14. 14. Lukas Design & Development Michael DevOps Sales & Marketing
  15. 15. Lukas Design & Development Andreas DevOps Sales & Marketing
  16. 16. Lukas Design & Development Andreas DevOps Sales & Marketing
  17. 17. Lukas (2011) Lukas (Today) What did I learn? Design & Development DevOps Sales & Marketing
  18. 18. Distribution Product Business
  19. 19. Product 1. The Art of Launching Your MVP 2. Radically Different Value Propositions 3. The Ideation Switch
  20. 20. Product 1. The Art of Launching Your MVP 2. Radically Different Value Propositions 3. The Ideation Switch
  21. 21. Launch = Make your Product available to (some) customers Not: Press Launch!
  22. 22. What we had at Efficient Cloud: TODO IN PROGRESS Task Task Task Task Task DONE Task
  23. 23. Risk UILD B UILD B ILD BU Time Release!
  24. 24. In a group of Developers, its really dangerous to just “get things done”
  25. 25. IDEAS LEARN BUILD DATA PRODUCT MEASURE Experiment
  26. 26. Risk BUILD BUILD BUILD BUILD Release! Release! Release! Release! Time
  27. 27. Charged Customers $200 / month from Day One
  28. 28. What we have at Spark59/USERcycle:
  29. 29. Perfection: 3+ months Build: Full Prototype Measure: “Successful” Launch Learn: (within months)
  30. 30. Iteration: 2-3 weeks Build: Weekend Prototype Measure: Customers commit to buy Learn: (within days)
  31. 31. Dictates how fast you can learn Experiment Scope Your Runway How long you can survive
  32. 32. Product 1. The Art of Launching Your MVP 2. Radically Different Value Propositions 3. The Ideation Switch
  33. 33. Hosting Company, this helps you implement PaaS and still get a lot of customers onto one server. (But you need SSD drives.)
  34. 34. Sounds complicated? Yes! Bigger Problem: We didn’t (really) try something different.
  35. 35. => Landing Page Test But we just tested for testing’s sake, we didn’t believe in that product at all.
  36. 36. Version 1: Analytics for Marketers Version 2: Analytics for Startups Version 3: Analytics for SaaS Startups
  37. 37. Getting the Right Design vs. Getting the Design Right
  38. 38. Product 1. The Art of Launching Your MVP 2. Radically Different Value Proposition 3. The Ideation Switch
  39. 39. Kind-of-Sales is not Customer Development
  40. 40. Are you ideating or are you executing?
  41. 41. Executing = IDEAS LEARN BUILD DATA PRODUCT MEASURE Experiment
  42. 42. Ideating = Customer Interviews Design Studio Usability Tests etc...
  43. 43. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  44. 44. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  45. 45. Main Assumption: Customers would buy a 5000+ EUR license & integrate our Product within weeks (not months)
  46. 46. Its ok to ignore your plan, but focus on these assumptions.
  47. 47. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  48. 48. Don’t ever get too attached to one single investor / customer / partner.
  49. 49. Berlin, London, Moscow, Kiev, Vienna - all for one deal that didn’t go through.
  50. 50. Business 1. Financial Planning & Metrics 2. Making Deals 3. Traction First, Fundraising Second
  51. 51. He loved the product & team, but the numbers never justified an investment.
  52. 52. Accelerators give you a peer group, and access to a lot of people (if you’re ready).
  53. 53. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  54. 54. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  55. 55. In the beginning people believe in you first, the product second.
  56. 56. Users who See Something About You User Energy 80% Click! 60% Click! 40% 20% 0% Left the Site
  57. 57. User Energy 80% Click! Users who See Something About You vs Users from Google Adwords 60% Click! 40% 20% 0% Click! Left the Site
  58. 58. Personal Authenticity gives people a better reason to look harder & ignore their own misunderstanding.
  59. 59. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  60. 60. Your Product Messaging A Customer A Your Product Messaging A Customer B Your Product doesn’t need to change, Yet Your Messaging Can Change Everything
  61. 61. Credit: Kathy Sierra
  62. 62. Make Happy Customers, Not: Make Customers Happy
  63. 63. Messaging is a journey without an end, you will not reach perfection. (but ideally people will still buy)
  64. 64. Distribution 1. Personal Authenticity 2. Getting the Message right is Hard! 3. Adapting to the Market
  65. 65. Continuously ask yourself: Is this a good customer? -> can be targeted & sold to -> pays money -> actually buys what you are selling -> ideally you like them!
  66. 66. “We had a long discussion, on doing this project at all right now.” (2 months into the sales process)
  67. 67. Your biggest risk is Indifference. People just don’t care.
  68. 68. Your Team determines your Distribution methods e.g. Don’t target the Enterprise if you’re missing the know-how.
  69. 69. Distribution Product Business
  70. 70. Thank you! @LukasFittl lukas@fittl.com
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