Fra cafémøde, Learn to start Lean d. 9. april 2014

1. Casper Wilstrup!
Partner, Bestbrains A/S
Learn to!
Start Lean
Bestbrains!
9. april 2014

4. Who am I?
Where and with what do I work?
Why am I here today?

6. Developers
Source
Control
Check in

7. Developers
Source
Control
Build and
unit test
Check in Trigger

8. Developers
Source
Control
Build and
unit test
Check in Trigger

9. Developers
Source
Control
Build and
unit test
System
tests
Check in Trigger
Check in Trigger

10. Developers
Source
Control
Build and
unit test
System
tests
Check in Trigger
Check in Trigger

11. Developers
Source
Control
Build and
unit test
System
tests
Limited
deployment
Check in Trigger
Check in Trigger
Check in Trigger
Trigger
Trigger

12. Developers
Source
Control
Build and
unit test
System
tests
Limited
deployment
Check in Trigger
Check in Trigger
Check in Trigger
Trigger
Trigger

13. Developers
Source
Control
Build and
unit test
System
tests
Limited
deployment
Full
deployment
Check in Trigger
Check in Trigger
Check in Trigger
Trigger
Trigger
Check in Trigger
Trigger
Trigger
Trigger

14. “Build — Measure — Learn”

15. Build

16. Build
Measure

17. Build
MeasureLearn

18. Build
MeasureLearn

19. “Actionable Metrics”

20. Time
Visits per day
!
Vanity Metric!

22. 0%
25%
50%
75%
100%
1st batch 2nd batch 3rd batch
Acquisition
Activation
Retention
Revenue
Referral

23. Build
MeasureLearn

24. “Minimum Viable Product”

25. Minimum Viable

26. Minimum Viable

27. Minimum Viable

28. Value Hypothesis
How do we make
money!
!Alt fra den stund uenighed først og splid havde rejst sig mellem den ædling Achilleus og
mændenes drot Agamemnon. Hvo iblandt guderne hidsed dem op til strid og til kivsmål? Leto's
og Zeus's søn, den sølvbuevæbnede Apollon. For Agamemnon på smædelig vis havde hånet
hans bønpræst
$$
Growth Hypothesis
How do we get
customers?!
!
Vreden, gudinde, besyng, som grep Peleiden Achilleus rædsomt og kvaler I!
tusinde tal achaierne voldte. Helt mangfoldige heltes behjertrede sjæle den skikked ned til
Hades' hjem, og for hunde til rov, som for alskens fugle den gav deres lig. Fuldbragt blev Zeus's
beslutning.

29. “Pivot or Persevere”

30. 30

31. 31

32. 32
Goal
Actual development
Time
Pivot

33. Pause

34. “Lessons Learned”

35. 35

36. My main objective with Lean
Canvas was making it as
actionable as possible while
staying entrepreneur-focused

37. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS

38. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
1 23 2
4
5
67
2
8
9

39. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

40. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
posessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

42. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

43. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

44. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

45. Revenue and Cost
Average bounty: !! ! ! ! ! 200 kr!
Our commission: ! ! ! ! ! 12%!
Orders per month after 2 years: ! ! 20000
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Omkostninger
Indtægt

46. Accumulated
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
Omkostninger
Indtægt (akk)
Average bounty: !! ! ! ! ! 200 kr!
Our commission: ! ! ! ! ! 12%!
Orders per month after 2 years: ! ! 20000

47. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

48. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

49. The “Problem - Customer” Interview

50. Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away

51. Problem interview
!
Welcome and thanks for your time
!
We’re working on a service where users can
order pictures or videos from any location
!
Let me stress that it’s not a finished product, but
rather some loose product ideas we’re workning
on
!
I’ll start by explaining some of the most important
problems we’re trying to solve. Then I’d like to
hear if you experience some of these problems,
and how you handle them today.
Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away
Welcome!
2 min – set the stage

52. But to start with, I’d like to ask you some
questions about yourself.
!
- Age
- Sex
- IT experience
- Smartphone
- Social media
- Use of images
- Owns house, summer house or similar
- Boat or similar
- Travel habits
Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away
Demography!
2 min – verify the segment

53. Tell a story
!
Last week we had another one of these storms. I
have a summer house in Western Jutland, and
after the storm I was very worried about the
house.
!
It was more than a week before I was able to go
there, and that got me thinking …
!
And then I have this hobby with ancient
Mesopotamia (The Louvre Visit)
Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away
Problem kontext!
2 min – describe the problem

54. Make the customer talk
!
- Has he experienced similar situations?
- What did he do about it?
- How important was it really?.
!
Notice body language
Don’t ask leading questions
Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away
Test the problem!
20 min – listen to customer

55. Ask for commitment
!
As I told you, we don't have a finished product, but
we’re working on it.
!
- Could we arrange a new appointment, where I
can show you a prototype?
- Do you know anyone else I can talk to?
- Can I send you project newsletters in the future?
- Would you like to sign up for a beta?
- And pay for it?
Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away
Wrap up!
2 min – ask for commitment

56. Document observations.
!
In a Google spreadsheet or similar.
Welcome!
2 min – set the stage
Demography!
2 min – verify the segment
Problem kontext!
2 min – describe the problem
Test the problem!
20 min – listen to customer
Wrap up!
2 min – ask for commitment
Write down results!
5 min – document right away
Write down results!
5 min – document right away

57. What we found
”I ask my neighbour to go look”!
- Else, summer house owner, 44 years
”Then everyone will know I’m on vacation!”!
- Karen, house owner, 61 years
”Neat, but not something I’d pay for”!
- Jesper, student, 26 years

58. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
People who want to see the
state of their house, boat,
summer house or other
possessions
●
Tourists preparing their
vacation
Order live images of anything A dream team :-)

59. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
Journalists looking for “eyes
on the ground”
●
Others in ad hoc need
Order live images of anything A dream team :-)

60. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Viral?
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
Journalists looking for “eyes
on the ground”
●
Others in ad hoc need
Order live images of anything A dream team :-)

61. PROBLEM SOLUTION
KEY METRICS
UNIQUE VALUE
PROPOSITION
UNFAIR ADVANTAGE
CHANNELS
CUSTOMER
SEGMENTS
COST STRUCTURE REVENUE STREAMS
It is difficult to obtain instant
images of arbitrary places in
the world
!
Alternative solutions:
●
Google Street View
●
Image search
●
Go there yourself
●
We Go Look
App and web:
Customers order live images,
and offer a bounty
Agents execute the tasks using
their smartphones
Customers: The established
media
!
Agents: Educational
organisations for
photographers, journalists
●
Percentage of bounties
●
Location based advertising
Initial development of MVP app/web: 1 mill
Hosting: 5000/md
Staff (1 dev, 1 support): 90000/month
●
Visit page
●
Registrer
●
Create order
●
Order executed
●
Returning
●
Recommendations
●
Journalists looking for “eyes
on the ground”
●
Others in ad hoc need
Order live images of anything A dream team :-)

64. Specify Estimate Develop
Deploy to
test
Verify
Deploy to
prod
User!
Stories

65. Estimate Develop
Deploy to
test
Verify
Deploy to
prod
User!
Stories
Specify Forecast

66. Estimate Develop
Deploy to
test
Verify
Deploy to
prod
User!
Stories
Specify
Validate
Forecast
Forecast

67. Estimate
Develop
Deploy to
test
Verify
Deploy to
prod
User!
Stories
Specify
Validate
Forecast
ForecastFeatures
BacklogBacklogBacklog

68. PROBLEM
1 22
SOLUTION
4
KEY METRICS
8
UNIQUE VALUE
PROPOSITION
3
UNFAIR ADVANTAGE
9
CHANNELS
5
CUSTOMER
SEGMENTS
2
COST STRUCTURE
7
REVENUE STREAMS
6

69. PROBLEM
1 22
SOLUTION
4
KEY METRICS
8
UNIQUE VALUE
PROPOSITION
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
CUSTOMER
SEGMENTS
2
COST STRUCTURE
7
REVENUE STREAMS
6

70. PROBLEM OR NEED
1 22
SOLUTION
4
KEY METRICS
8
UNIQUE VALUE
PROPOSITION
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
CUSTOMER
SEGMENTS
2
COST STRUCTURE
7
REVENUE STREAMS
6

71. PROBLEM OR NEED
1 22
SOLUTION
4
KEY METRICS
8
UNIQUE VALUE
PROPOSITION
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
AFFECTED USERS
2
COST STRUCTURE
7
REVENUE STREAMS
6

72. PROBLEM OR NEED
1 22
SOLUTION
4
KEY METRICS
8
KEY BENEFIT
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
AFFECTED USERS
2
COST STRUCTURE
7
REVENUE STREAMS
6

73. PROBLEM OR NEED
1 22
FEATURE
DESCRIPTION
4
KEY METRICS
8
KEY BENEFIT
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
AFFECTED USERS
2
COST STRUCTURE
7
REVENUE STREAMS
6

74. PROBLEM OR NEED
1 22
FEATURE
DESCRIPTION
4
KEY METRICS
8
KEY BENEFIT
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
AFFECTED USERS
2
COST STRUCTURE
7
EFFECT ON REVENUE
6

75. PROBLEM OR NEED
1 22
FEATURE
DESCRIPTION
4
KEY METRICS
8
KEY BENEFIT
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
AFFECTED USERS
2
EFFECT ON COST
7
EFFECT ON REVENUE
6

76. PROBLEM OR NEED
1 22
FEATURE
DESCRIPTION
4
EFFECT ON
METRICS
8
KEY BENEFIT
3
UNFAIR
ADVANTAGE
9
CHANNELS
5
AFFECTED USERS
2
EFFECT ON COST
7
EFFECT ON REVENUE
6

77. PROBLEM OR NEED
1 22
FEATURE
DESCRIPTION
4
EFFECT ON
METRICS
8
KEY BENEFIT
3
UNFAIR
ADVANTAGE
9
DEVELOPER
ESTIMATE
5
AFFECTED USERS
2
EFFECT ON COST
7
EFFECT ON REVENUE
6

78. PROBLEM OR NEED
1 22
FEATURE
DESCRIPTION
4
EFFECT ON
METRICS
8
KEY BENEFIT
3
DEVELOPER
ESTIMATE
5
AFFECTED USERS
2
EFFECT ON COST
7
EFFECT ON REVENUE
6

79. PROBLEM OR NEED
1
FEATURE
DESCRIPTION
4
EFFECT ON
METRICS
8
KEY BENEFIT
3
DEVELOPER
ESTIMATE
5
AFFECTED USERS
2
EFFECT ON COST
7
EFFECT ON
REVENUE
6

80. EFFECT ON COST
PROBLEM OR NEED
1
FEATURE
DESCRIPTION
4
EFFECT ON
METRICS
8
KEY BENEFIT
3
DEVELOPER
ESTIMATE
5
AFFECTED USERS
2
EFFECT ON
REVENUE
7 6

81. EFFECT ON COST
PROBLEM OR NEED FEATURE
DESCRIPTION
EFFECT ON
METRICS
KEY BENEFIT
DEVELOPER
ESTIMATE
AFFECTED USERS
EFFECT ON
REVENUE
Describe
Forecast
FEATURE NAME

82. 0%
25%
50%
75%
100%
1. kvartal
Besøg
Registering
Opret opgave
Opgave udført
Vender tilbage
Deler tjenesten

83. EFFECT ON COST
PROBLEM OR NEED FEATURE
DESCRIPTION
EFFECT ON
METRICS
KEY BENEFIT
DEVELOPER
ESTIMATE
AFFECTED USERS
EFFECT ON
REVENUE
Describe
Forecast
Our frontpage and
user interface is
English only
All users with another
native language
(73%)
Users - especially
new ones -
understand our app
better
Auto detect country
using geo ip, …
8 FP
+5% on registration
+2% on create order
+ 1% on share app
Calculate, calculate …
+10.000,- / month
None
FEATURE NAME
Localisation

84. USER STORY!
!
When I visit the start page, the app should
auto-detect my location (country)
USER STORY!
!
Based on my country, the app should
suggest a default language. Initially:
English. German, Spanish, French
USER STORY!
!
Translate start page and app to German
USER STORY!
!
Translate start page and app to Spanish
USER STORY!
!
Translate start page and app to French
USER STORY!
!
Let the user override the default language
USER STORY!
!
Save selected language in user preferences

85. USER STORY!
!
When I visit the start page, the app should
auto-detect my location (country)
USER STORY!
!
Based on my country, the app should
suggest a default language. Initially:
English. German, Spanish, French
USER STORY!
!
Translate start page and app to German
USER STORY!
!
Translate start page and app to Spanish
USER STORY!
!
Translate start page and app to French
USER STORY!
!
Let the user override the default language
USER STORY!
!
Save selected language in user preferences

86. 0%
25%
50%
75%
100%
1. kvartal
Visit
Registration
Order created
Order executed
Returning user
Share service

87. 0%
25%
50%
75%
100%
1. kvartal 2. kvartal
Visit
Registering
Order created
Order executed
Returning user
Share service

88. 0%
25%
50%
75%
100%
1. kvartal 2. kvartal 3. kvartal
Visit
Registration
Order created
Order executed
Returning user
Share service

89. 0%
25%
50%
75%
100%
1. kvartal 2. kvartal 3. kvartal 4. kvartal
Visit
Registration
Order created
Order executed
Returning user
Share service

90. α = 2(1 - Φ(n))
Statistical Significance?

92. ?