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Hiten Shah, CEO, Kiss Metrics


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Presentation by Hiten Shah (CEO, Kiss Metrics) at the 'Lean Startup, Lean Investor' event on November 3, 2010 (Produced by 500 Startups & Nokia/Nokia Growth Partners)

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Hiten Shah, CEO, Kiss Metrics

  1. 1. The Lean Startup in Action A Case Study on KISSmetrics Hiten Shah Customer Driven Design & The Lean Startup • November 3rd, 2010
  2. 2. Build stuff people want to buy
  3. 3. Failure attracted me to the Lean Startup
  4. 4. Lean Startups are Built to Learn
  5. 5. Dave McClure Sean Ellis Eric Ries Lean Startup Heroes
  6. 6. The Startup Pyramid The Race to the Top Product / Market Fit Transition to Growth Growth Sean Ellis:
  7. 8. Minimize TOTAL time through the loop Eric Ries: Learn Faster Split Tests Customer Interviews Customer Development Five Whys Root Cause Analysis Customer Advisory Board Falsifiable Hypotheses Product Owner Accountability Customer Archetypes Cross-functional Teams Semi-autonomous Teams Smoke Tests Split Tests Clear Product Owner Continuous Deployment Usability Tests Real-time Monitoring Customer Liaison Build Faster Unit Tests Usability Tests Continuous Integration Incremental Deployment Free & Open-Source Components Cloud Computing Cluster Immune System Just-in-time Scalability Refactoring Developer Sandbox Minimum Viable Product Measure Faster Funnel Analysis Cohort Analysis Net Promoter Score Search Engine Marketing Real-Time Alerting Predictive Monitoring
  8. 10. Build Faster <ul><ul><ul><ul><li>Test Driven Development (TDD / Unit Tests) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Continuous Deployment </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Continuous Integration </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Just-in-time Scalability (Amazon Web Services) </li></ul></ul></ul></ul>On average we deploy new code fifty times a day.” Timothy Fitz, IMVU “
  9. 11. <ul><li>Poorly designed features Inflexible, short-sighted code </li></ul><ul><li>Half-done features Known bugs </li></ul><ul><li>Crappy code with major performance issues </li></ul>We have purposefully deployed:
  10. 12. Measure Faster <ul><ul><ul><ul><li>Funnels & Cohort Analysis (KISSmetrics) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Feedback (NPS, Surveys, KISSinsights) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Usability Testing (UserTesting, Mockups, etc...) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Split Tests (A/B Testing) (KISSmetrics + Internal) </li></ul></ul></ul></ul>It's about changing customer behavior -- for the better.” Eric Ries, The Lean Startup “
  11. 13. “ Measure the Macro” - Eric Ries
  12. 14. Learn Faster <ul><ul><ul><ul><li>Fake it till you make it (Smoke Tests) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Five Whys Root Cause Analysis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Falsifiable Hypotheses </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Customer Development (Customer Interviews) </li></ul></ul></ul></ul>Customer Development will help you – force you – to make better decisions based on tested hypotheses, rather than untested assumptions.” The Entrepreneur’s Guide to Customer Development, “
  13. 15. Our hypothesis is that product manager type people have a problem doing fast/effective/frequent customer research. ” “ Original Hypothesis for KISSinsights
  14. 16. Lean Startup Process
  15. 17. ? ☼ Problem Team Solution Team No Departments, Just Two Teams What are the most important problems to solve? Find the minimum solution for a given problem.
  16. 18. 15 - 45 minute team meetings (M,W,F)
  17. 19. “ Your Focus Needs More Focus”
  18. 20. Lean Startup Lessons Learned
  19. 21. Speeding can lead to crashes
  20. 22. that f*cking green light next to a task for 7 days is really depressing.” KISSmetrics Engineer “ The team becomes more accountable
  21. 23. The only path to perfection is iteration
  22. 24. Thank You! [email_address]