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Test Driven Business 
Wednesday, August 27th, 2014 
@davidjbland @petershanley
Product Death Cycle
Eric Ries – The Lean Startup 
start 
here
Usable & Valuable & Feasible 
Usable Valuable 
Feasible 
Adapted from Marty Cagan
Valuable & Feasible? 
Valuable 
Feasible 
Adapted from Marty Cagan
Product with Terrible UX 
Valuable 
Feasible 
Adapted from Marty Cagan
Usable & Feasible? 
Usable 
Feasible 
Adapted from Marty Cagan
Product that Doesn’t Solve a Problem 
Usable 
Feasible 
Adapted from Marty Cagan
Usable & Valuable 
Usable Valuable 
Adapted from Marty Cagan
Product You Cannot Build 
Usable Valuable 
Adapted from Marty Cagan
You’re Going to Need All 3 
Usable Valuable 
Feasible 
Adapted from Marty Cagan
Risky Assumptions Around Each 
Usable Valuable 
Feasible 
Adapted from Marty Cagan
Let’s Start with Valuable 
Valuable
Have the problem? 
Aware of the problem? 
Actively seeking a solution? 
Hacked together a solution? 
Adapted from Steve Bl...
“People don't 
want to buy a 
quarter-inch 
drill, they want 
a quarter-inch 
hole.” 
Theodore Levitt
“What job, causes people to hire ____________? 
Adapted from Clayton Christensen
“What job, causes people to hire ____________? 
Adapted from Clayton Christensen
“What job, causes people to hire ____________? 
Adapted from Clayton Christensen
“What job, causes people to hire ____________? 
Adapted from Clayton Christensen
Value 
Proposition 
Decider 
Buyer 
User
What do you 
measure?
Empathy Stickiness Growth 
Adapted from Croll & Yoskovitz
Empathy You Measure… 
Quantitative: 
Acquisition 
Activation 
Qualitative: 
Awareness 
Hopefulness 
Adapted from Croll, Yo...
Stickiness You Measure… 
Quantitative: 
Activation 
Retention 
Qualitative: 
Hopefulness 
Satisfaction 
Adapted from Croll...
Growth You Measure… 
Quantitative: 
Referral 
Revenue 
Qualitative: 
Satisfaction 
Passion 
Adapted from Croll, Yoskovitz,...
Questions?
Thank You! 
david@neo.com @davidjbland 
peter@neo.com @petershanley
Test Driven Business - Code for America Accelerator
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Test Driven Business - Code for America Accelerator

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Civic Startups can benefit from lean startup, design thinking and customer development to leverage a test driven approach to their business.

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Test Driven Business - Code for America Accelerator

  1. 1. Test Driven Business Wednesday, August 27th, 2014 @davidjbland @petershanley
  2. 2. Product Death Cycle
  3. 3. Eric Ries – The Lean Startup start here
  4. 4. Usable & Valuable & Feasible Usable Valuable Feasible Adapted from Marty Cagan
  5. 5. Valuable & Feasible? Valuable Feasible Adapted from Marty Cagan
  6. 6. Product with Terrible UX Valuable Feasible Adapted from Marty Cagan
  7. 7. Usable & Feasible? Usable Feasible Adapted from Marty Cagan
  8. 8. Product that Doesn’t Solve a Problem Usable Feasible Adapted from Marty Cagan
  9. 9. Usable & Valuable Usable Valuable Adapted from Marty Cagan
  10. 10. Product You Cannot Build Usable Valuable Adapted from Marty Cagan
  11. 11. You’re Going to Need All 3 Usable Valuable Feasible Adapted from Marty Cagan
  12. 12. Risky Assumptions Around Each Usable Valuable Feasible Adapted from Marty Cagan
  13. 13. Let’s Start with Valuable Valuable
  14. 14. Have the problem? Aware of the problem? Actively seeking a solution? Hacked together a solution? Adapted from Steve Blank
  15. 15. “People don't want to buy a quarter-inch drill, they want a quarter-inch hole.” Theodore Levitt
  16. 16. “What job, causes people to hire ____________? Adapted from Clayton Christensen
  17. 17. “What job, causes people to hire ____________? Adapted from Clayton Christensen
  18. 18. “What job, causes people to hire ____________? Adapted from Clayton Christensen
  19. 19. “What job, causes people to hire ____________? Adapted from Clayton Christensen
  20. 20. Value Proposition Decider Buyer User
  21. 21. What do you measure?
  22. 22. Empathy Stickiness Growth Adapted from Croll & Yoskovitz
  23. 23. Empathy You Measure… Quantitative: Acquisition Activation Qualitative: Awareness Hopefulness Adapted from Croll, Yoskovitz, McClure, Vlaskovitz, Cooper
  24. 24. Stickiness You Measure… Quantitative: Activation Retention Qualitative: Hopefulness Satisfaction Adapted from Croll, Yoskovitz, McClure, Vlaskovitz, Cooper
  25. 25. Growth You Measure… Quantitative: Referral Revenue Qualitative: Satisfaction Passion Adapted from Croll, Yoskovitz, McClure, Vlaskovitz, Cooper
  26. 26. Questions?
  27. 27. Thank You! david@neo.com @davidjbland peter@neo.com @petershanley

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