The Lean Startup#leanstartup<br />Eric Ries (@ericries)<br />http://StartupLessonsLearned.blogspot.com<br />
Most Startups Fail<br />
Most Startups Fail<br />
Most Startups Fail<br />
Most Startups Fail<br />But it doesn’t have to be that way. <br />We can do better. <br />This talk is about how.<br />
What is a startup?<br />A startup is a human institution designed to deliver a new product or service under conditions of ...
A Tale of Two Startups<br />
Startup #1<br />
A good plan?<br />Start a company with a compelling long-term vision. <br />Raise plenty of capital.<br />Hire the absolut...
Achieving Failure<br />Company failed utterly, $40MM and five years of pain.<br />Crippled by “shadow beliefs” that destro...
Shadow Belief #1<br />We know what customers want. <br />
Shadow Belief #2<br />We can accurately predict the future. <br />
Shadow Belief #3<br />Advancing the plan is progress. <br />
A good plan?<br />Start a company with a compelling long-term vision. <br />Raise plenty of capital.<br />Hire the absolut...
Startup #2<br />
IMVU<br /> <br />
IMVU<br /> <br />
New plan<br />Shipped in six months – a horribly buggy beta product<br />Charged from day one<br />Shipped multiple times ...
Lean Startups Go Faster<br />Commodity technology stack, highly leveraged (free/open source, user-generated content, SEM)....
Commodity technology stack<br />Leverage = for each ounce of effort you invest in your product, you take advantage of the ...
Customer Development<br /><ul><li>Continuous cycle of customer interaction
Rapid hypothesis testing about market, pricing, customers, …
Extreme low cost, low burn, tight focus
Measurable gates for investors</li></ul>http://bit.ly/FourSteps<br />
Agile Product Development(A tale of two startups, revisited)<br /><ul><li>Principles drawn from Lean Manufacturing and Toy...
These examples are drawn from software startups, but increasingly:
All products require software
All companies are operating in a startup-like environment of extreme uncertainty</li></li></ul><li>Traditional Product Dev...
Agile Product Development<br />Unit of Progress: A line of Working Code<br />“Product Owner” or in-house customer<br />Pro...
Product Development at Lean Startup<br />Unit of Progress: Validated Learning About Customers ($$$)<br />Customer Developm...
Minimize TOTAL time through the loop<br />IDEAS<br />LEARN<br />BUILD<br />DATA<br />CODE<br />MEASURE<br />
How to build a Lean Startup<br />Let’s talk about some specifics. These are not everything you need, but they will get you...
Small Batches<br />IDEAS<br />LEARN<br />BUILD<br />Learn Faster<br />Customer Development<br />Five Whys<br />Build Faste...
Benefits of Small Batches<br />Faster feedback<br />Problems are instantly localized<br />Reduce risk<br />Reduce overhead...
Continuous Deployment<br />IDEAS<br />LEARN<br />BUILD<br />Learn Faster<br />Customer Development<br />Five Whys<br />Bui...
Continuous Deployment<br /><ul><li>Deploy new software quickly
At IMVU time from check-in to production = 20 minutes
Tell a good change from a bad change (quickly)
Revert a bad change quickly
And “shut down the line”
Work in small batches
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  • The Lean Startup fbFund Edition

    1. 1. The Lean Startup#leanstartup<br />Eric Ries (@ericries)<br />http://StartupLessonsLearned.blogspot.com<br />
    2. 2. Most Startups Fail<br />
    3. 3. Most Startups Fail<br />
    4. 4. Most Startups Fail<br />
    5. 5. Most Startups Fail<br />But it doesn’t have to be that way. <br />We can do better. <br />This talk is about how.<br />
    6. 6. What is a startup?<br />A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty. <br />Nothing to do with size of company, sector of the economy, or industry<br />
    7. 7. A Tale of Two Startups<br />
    8. 8. Startup #1<br />
    9. 9. A good plan?<br />Start a company with a compelling long-term vision. <br />Raise plenty of capital.<br />Hire the absolute best and the brightest.<br />Hire an experienced management team with tons of startup experience.<br />Focus on quality. <br />Build a world-class technology platform.<br />Build buzz in the press and blogosphere.<br />
    10. 10. Achieving Failure<br />Company failed utterly, $40MM and five years of pain.<br />Crippled by “shadow beliefs” that destroyed the effort of all those smart people.<br />
    11. 11. Shadow Belief #1<br />We know what customers want. <br />
    12. 12. Shadow Belief #2<br />We can accurately predict the future. <br />
    13. 13. Shadow Belief #3<br />Advancing the plan is progress. <br />
    14. 14. A good plan?<br />Start a company with a compelling long-term vision. <br />Raise plenty of capital.<br />Hire the absolute best and the brightest.<br />Hire an experienced management team with tons of startup experience.<br />Focus on quality. <br />Build a world-class technology platform.<br />Build buzz in the press and blogosphere.<br />
    15. 15. Startup #2<br />
    16. 16. IMVU<br /> <br />
    17. 17. IMVU<br /> <br />
    18. 18. New plan<br />Shipped in six months – a horribly buggy beta product<br />Charged from day one<br />Shipped multiple times a day (by 2008, on average 50 times a day)<br />No PR, no launch<br />Results: 2007 revenues of $10MM<br />
    19. 19. Lean Startups Go Faster<br />Commodity technology stack, highly leveraged (free/open source, user-generated content, SEM).<br />Customer development – find out what customers want before you build it. <br />Agile (lean) product development – but tuned to the startup condition. <br />
    20. 20. Commodity technology stack<br />Leverage = for each ounce of effort you invest in your product, you take advantage of the efforts of thousands or millions of others.<br />It’s easy to see how high-leverage technology is driving costs down.<br />More important is its impact on speed.<br />Time to bring a new product to market is falling rapidly. <br />
    21. 21. Customer Development<br /><ul><li>Continuous cycle of customer interaction
    22. 22. Rapid hypothesis testing about market, pricing, customers, …
    23. 23. Extreme low cost, low burn, tight focus
    24. 24. Measurable gates for investors</li></ul>http://bit.ly/FourSteps<br />
    25. 25. Agile Product Development(A tale of two startups, revisited)<br /><ul><li>Principles drawn from Lean Manufacturing and Toyota Production System
    26. 26. These examples are drawn from software startups, but increasingly:
    27. 27. All products require software
    28. 28. All companies are operating in a startup-like environment of extreme uncertainty</li></li></ul><li>Traditional Product Development<br />Unit of Progress: Advance to Next Stage<br />Waterfall<br />Requirements<br />Specification<br />Design<br />Problem: known<br />Solution: known<br />Implementation<br />Verification<br />Maintenance<br />
    29. 29. Agile Product Development<br />Unit of Progress: A line of Working Code<br />“Product Owner” or in-house customer<br />Problem: known<br />Solution: unknown<br />
    30. 30. Product Development at Lean Startup<br />Unit of Progress: Validated Learning About Customers ($$$)<br />Customer Development<br />Hypotheses,<br />Experiments,<br />Insights<br />Problem: unknown<br />Data,<br />Feedback,<br />Insights<br />Solution: unknown<br />
    31. 31. Minimize TOTAL time through the loop<br />IDEAS<br />LEARN<br />BUILD<br />DATA<br />CODE<br />MEASURE<br />
    32. 32. How to build a Lean Startup<br />Let’s talk about some specifics. These are not everything you need, but they will get you started<br />Small Batches<br />Continuous deployment<br />Split-test (A/B) experimentation<br />Five why’s <br />
    33. 33. Small Batches<br />IDEAS<br />LEARN<br />BUILD<br />Learn Faster<br />Customer Development<br />Five Whys<br />Build Faster<br />Continuous Deployment<br />Small Batches<br />Continuous Integration<br />Refactoring<br />DATA<br />CODE<br />MEASURE<br />Measure Faster<br />Split Testing<br />Actionable Metrics<br />Net Promoter Score<br />SEM <br />
    34. 34. Benefits of Small Batches<br />Faster feedback<br />Problems are instantly localized<br />Reduce risk<br />Reduce overhead<br />
    35. 35. Continuous Deployment<br />IDEAS<br />LEARN<br />BUILD<br />Learn Faster<br />Customer Development<br />Five Whys<br />Build Faster<br />Continuous Deployment<br />Small Batches<br />Continuous Integration<br />Refactoring<br />DATA<br />CODE<br />MEASURE<br />Measure Faster<br />Split Testing<br />Actionable Metrics<br />Net Promoter Score<br />SEM <br />
    36. 36. Continuous Deployment<br /><ul><li>Deploy new software quickly
    37. 37. At IMVU time from check-in to production = 20 minutes
    38. 38. Tell a good change from a bad change (quickly)
    39. 39. Revert a bad change quickly
    40. 40. And “shut down the line”
    41. 41. Work in small batches
    42. 42. At IMVU, a large batch = 3 days worth of work
    43. 43. Break large projects down into small batches</li></li></ul><li>Cluster Immune System<br />What it looks like to ship one piece of code to production:<br /><ul><li>Run tests locally (SimpleTest, Selenium)
    44. 44. Everyone has a complete sandbox
    45. 45. Continuous Integration Server (BuildBot)
    46. 46. All tests must pass or “shut down the line”
    47. 47. Automatic feedback if the team is going too fast
    48. 48. Incremental deploy
    49. 49. Monitor cluster and business metrics in real-time
    50. 50. Reject changes that move metrics out-of-bounds
    51. 51. Alerting & Predictive monitoring (Nagios)
    52. 52. Monitor all metrics that stakeholders care about
    53. 53. If any metric goes out-of-bounds, wake somebody up
    54. 54. Use historical trends to predict acceptable bounds</li></ul>When customers see a failure:<br /><ul><li>Fix the problem for customers
    55. 55. Improve your defenses at each level</li></li></ul><li>Rapid Split Tests<br />IDEAS<br />Code Faster<br />Learn Faster<br />BUILD<br />LEARN<br />Continuous<br />Deployment<br />Five Whys Root<br />Cause Analysis<br />CODE<br />DATA<br />Measure Faster<br />MEASURE<br />Rapid Split Tests<br />
    56. 56. Split-testing all the time<br />A/B testing is key to validating your hypotheses<br />Has to be simple enough for everyone to use and understand it<br />Make creating a split-test no more than one line of code:<br />if( setup_experiment(...) == &quot;control&quot; ) {<br /> // do it the old way<br />} else {<br /> // do it the new way<br />}<br />
    57. 57. The AAA’s of Metrics<br />Actionable<br />Accessible<br />Auditable<br />
    58. 58. Measure the Macro<br />Always look at cohort-based metrics over time<br />Split-test the small, measure the large<br />
    59. 59. Five Whys<br />IDEAS<br />Code Faster<br />Learn Faster<br />BUILD<br />LEARN<br />Continuous<br />Deployment<br />Five Whys Root<br />Cause Analysis<br />CODE<br />DATA<br />Measure Faster<br />MEASURE<br />Rapid Split Tests<br />
    60. 60. Five Whys Root Cause Analysis<br /><ul><li>A technique for continuous improvement of company process.
    61. 61. Ask “why” five times when something unexpected happens.
    62. 62. Make proportional investments in prevention at all five levels of the hierarchy.
    63. 63. Behind every supposed technical problem is usually a human problem. Fix the cause, not just the symptom.</li></li></ul><li>There’s much more…<br />IDEAS<br />Code Faster<br />Learn Faster<br />BUILD<br />LEARN<br />Unit Tests<br />Usability Tests<br />Continuous Integration<br />Incremental Deployment<br />Free & Open-Source Components<br />Cloud Computing<br />Cluster Immune System<br />Just-in-time Scalability<br />Refactoring<br />Developer Sandbox<br />Minimum Viable Product<br />Split Tests<br />Customer Interviews<br />Customer Development<br />Five Whys Root Cause Analysis<br />Customer Advisory Board<br />Falsifiable Hypotheses<br />Product Owner Accountability<br />Customer Archetypes<br />Cross-functional Teams<br />Semi-autonomous Teams<br />Smoke Tests<br />CODE<br />DATA<br />Measure Faster<br />MEASURE<br />Split Tests<br />Clear Product Owner<br />Continuous Deployment<br />Usability Tests<br />Real-time Monitoring<br />Customer Liaison<br />Funnel Analysis<br />Cohort Analysis<br />Net Promoter Score<br />Search Engine Marketing<br />Real-Time Alerting<br />Predictive Monitoring<br />
    64. 64. The Lean Startup<br />You are ready to do this, whether you are:<br />Thinking of starting a new company, but haven’t taken the first step<br />Are in a startup now that could iterate faster<br />Want to create the conditions for lean innovation inside a big company<br />Get started, now, today.<br />
    65. 65. Thanks!<br /><ul><li>Startup Lessons Learned Blog
    66. 66. http://StartupLessonsLearned.blogspot.com/
    67. 67. Getting in touch (#leanstartup)
    68. 68. http://twitter.com/ericries
    69. 69. eric@theleanstartup.com
    70. 70. The Lean Startup Workshop
    71. 71. October 30, 2009 in San Francisco
    72. 72. December 10, 2009 in New York
    73. 73. http://training.oreilly.com/theleanstartup/</li>

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