Finding a product that people want to buy and use

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My presentation for "Stop Starting, Start Finishing" - Lean Kanban 2014 conference that took place in Stockholm.

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Finding a product that people want to buy and use

  1. 1. Finding a product that people want to buy and use Marko Taipale @markotaipale
  2. 2. Imagine…
  3. 3. Idea Magic Fairy in 15 mins 3 years old being sick HELP! Mother of 2
  4. 4. What would you do next?
  5. 5. Model
  6. 6. Validate Develop plug concept Build and sell plug Find customer with hole Validate Find more customers Sell more Refine plug Scale company
  7. 7. Fancier Model
  8. 8. Learn Build Measure Ideas ProductData Customer Discovery Customer Validation Customer Creation Company Building Pivot
  9. 9. .. in use
  10. 10. Idea Magic Fairy in 15 mins 3 years old being sick HELP! Mother of 2
  11. 11. Who has this problem?
  12. 12. Customer: Father / Mother Problem: Got to get to work
  13. 13. It is a guess, right?
  14. 14. How would you figure it out?
  15. 15. Mother of 2Me Would you buy this idea?
  16. 16. Mother of 2Me Would you buy this idea? Imagine a scenario… Could you walk me trough what happens? ! Ok, what are the problems you face? What I am trying to find out?
  17. 17. What I found out.. • 15 min is not a problem, the following days are.. • I’d see that paying to solve this problem would be my employers responsibility • There is a free service … but they do not have any SLAs • Trust is the biggest emotional issue
  18. 18. PIVOT
  19. 19. Idea Magic Fairy in 15 mins 3 years old being sick HELP! Mother of 2 Employer Let me pay this
  20. 20. Customer: Company User: Father/Mother Problem: Save money by taking care of sick kids
  21. 21. What I found out.. • 300+ hrs / family lost (in age of 27-45) • Customer acknowledges the problem .. and would pay if somebody would fix the problem
  22. 22. “Validating” that they have this problem
  23. 23. Customer-Problem fit Who is my customer? What is her problem?
  24. 24. What’s next?
  25. 25. From problem to solution
  26. 26. CustomerMe Do you want to buy this?
  27. 27. CustomerMe Do you want to buy this? You mentioned that you have these problems… ! Now we thought this very hard and came up a possible solutions, would you like to see it? ! What do you like, what do you do not like? (and why?) ! How would you like to have it? ! What are the things you could live out? ! When/would you be willing to test this out? ! How much would you be ready to invest into this? What I am trying to find out?
  28. 28. Minimum Viable Product ! = the thing we need to do to learn the most
  29. 29. “Validating” that they need this solution for fixing the problem
  30. 30. User centered design can help us Next 6 slides were originally presented by Ari Tanninen - check http://www.slideshare.net/aritanninen/design-up-front-is-back-v2
  31. 31. M O B I L E A P P L I C AT I O N L O W - F I PA P E R P R O T O T Y P E Image: flickr / Samuel Mann
  32. 32. F U T U R E L I B R A RY S E R V I C E D R A M A , L O W - F I P H Y S I C A L P R O T O T Y P E , W I Z A R D O F O Z Concept, picture & video: Pirjo Kivistö, Marika Latvala, Mia Rahkonen, Terhi Kärpänen, Mikko Tenni / Laurea University of Applied Sciences
  33. 33. TA L K I N G S P O R T S WAT C H W I Z A R D O F O Z Concept and pictures: Juho Vesanto, Marjo Karjalainen, Sami Virtanen, Irina Ylikylä, Riikka Heloma / Laurea University of Applied Sciences Prototype User
  34. 34. C A S E M A N A G E M E N T S Y S T E M A N D P R O C E S S D E S I G N G A M E Image: Ari Tanninen, Gosei Oy
  35. 35. C O N S U M E R S E R V I C E W I T H W E B T O U C H P O I N T S S E R V I C E B L U E P R I N T Image: Gosei Oy
  36. 36. C O N S U M E R S E R V I C E W I T H W E B T O U C H P O I N T S D R A M A Image: Gosei Oy
  37. 37. CustomerMe Do you want to buy this?
  38. 38. CustomerMe Do you want to buy this? ! If this fixes the problem, how valuable it would be for you? How much you pay for this? !
  39. 39. So what have we done so far..
  40. 40. Customer-Problem fit Who is my customer? What is her problem? Problem-Solution fit Does my solution fix the problem?
  41. 41. What would happen next?
  42. 42. Customer-Problem fit Who is my customer? What is her problem? Problem-Solution fit Does my solution fix the problem? Product-Market fit Is there a market for my product? Scale How can I grow the company?
  43. 43. Summary • Idea -> Find the customer with the problem • Problem -> Figure out the solution, check with customers, use MVP to maximise learning, ask cash in “day 1” • Use simple tools to share and co-create • Iterate & validate
  44. 44. The model as “one big picture”
  45. 45. Idea Customer- Problem fit Problem- solution fit Product- market fit Scaling Find customer candidates Build in- depth customer understanding Capture problems Validate Choose problem Design solution concept Validate Design & build MVP Sell Create new customers Refine product Develop business model Validate Develop everything Build company Model of business and product development by Marko and Ari
  46. 46. How agile software development fits into this?
  47. 47. Idea Customer- Problem fit Problem- solution fit Product- market fit Scaling Agile SW Dev Developing in slices Fast feedback Frequent delivery User metrics Coordination
  48. 48. How do we do this everyday?
  49. 49. Concept
  50. 50. Business model
  51. 51. Lean Canvas http://practicetrumpstheory.com/2010/08/businessmodelcanvas/!
  52. 52. Validation board Validation Lessons Learned
  53. 53. CP fit PS fit PM fit Hypos Assumptions Model Our understanding Reality Customers Riskiest ! assumption Success criteria Experiment Results Validated Learnings Out of the building
  54. 54. What do you guys think of all this?
  55. 55. marko.taipale@iki.fi +358-40-57-86-447 @markotaipale
  56. 56. Books

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