The document discusses the differences between minimum viable products (MVPs) and minimum marketable products (MMPs). It defines an MVP as the smallest version of a product that allows a team to collect validated learning about customers with minimum effort. An MMP is the smallest feature set that addresses the needs of early adopters and performs at least one customer job. The document provides examples of MVPs and MMPs and outlines strategies for using MVPs to validate hypotheses, reduce risks, and gather feedback before developing an MMP to launch and market the product.

1. MVP VS MMP
HOW TO GET MAX VALUE
Igor Yamshanov, PhD, Senior BA,
Lead BA on Media & Entertainment Practice @ DataArt
26-Oct-2019

2. QUESTIONS☺
• Experience with MVP?
• Goal(s)?
• Duration?
• Success?
• Outputs?
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3. IDEA TO PRODUCT
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4. REASONS FOR PRODUCTS FAIL
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https://www.cbinsights.com/resear
ch/startup-failure-reasons-top/

5. CONE OF UNCERTAINTY
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https://www.farreachinc.com/blog
/far-reach/2017/09/21/cone-of-
uncertainty-in-software-
development

6. PLACE OF MVP
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https://slidemodel.com/templates/design-thinking-
lean-startup-agile-diagram-for-powerpoint/
MVP

7. CANVAS FOR CUSTOMER
PROBLEMS
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8. MINIMUM VIABLE PRODUCT (MVP)
• “that version of a new product which allows
a team to collect the maximum amount of
validated learning about customers with the
least effort” – Eric Ries
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9. THEORY OF INNOVATIONS
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10. MINIMUM VIABLE PRODUCT (MVP)
• Input: Vision, OKR, Canvas (BMC, VPC, EMC)
• Hypotheses:
• Test them to know more about users and product for them
• Prioritize them and address most critical first
• Questions to consider:
• Is it a correct question that I want to answer?
• Can I rephrase the question to get the answer easier?
• Can I rephrase the question to answer more questions with less effort?
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11. MINIMUM VIABLE PRODUCT (MVP)
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12. MINIMUM VIABLE PRODUCT (MVP)
• Reduce risk
• Spend as little time and effort to create MVP as possible
• Proof of Concept as part of MVP to address technical risks
• Throwaway prototypes
• Simulate functionality
• For potential customers as demo, beta testers and
innovators
• Teambuilding practice
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13. MINIMUM VIABLE PRODUCT (MVP)
• Examples:
• Landing page: Dropbox
• Groupon case
• Product for Crowdfunding
• Whiskey collection
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14. MINIMUM MARKETABLE PRODUCT
(MMP)
• Do at least one customer job
• The smallest possible feature set that addresses the
needs of innovators and early adopters
• Consists of Minimum Marketable Features (MMF),
that provides maximal value (apply SPIDR, INVEST
for get it)
• Follow prioritized roadmap (Kano, WSJF)
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15. SPIDR
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16. KANO MODEL
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17. INVEST
• Independent – standalone PBI with no dependencies
• Negotiable – can be changed in anytime
• Valuable – having value for the stakeholders
• Estimable – the team is able to estimate
• Small – could be developed and tested in 1 sprint
• Testable – testing is possible based on AC and DoD
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18. MINIMUM MARKETABLE PRODUCT
(MMP)
• Reduce time-to-market
• UX?, Scalability?, Performance? Platforms?
• Example: iPhone, Payment system
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19. MVP TO MMP
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MVP1 MMPMVPn…
MMFs
Validate and Learn Develop Launch

20. CONCLUSIONS
• Make sure that client and project team understand
MVP in the same way (MVP ≠ MMP)
• Learn and reduce risk first
• Split functionality to maximize product value
• Make releases more frequently to quicker get
customers’ feedback
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