Get into the lean machine

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In this presentation we show the mistakes we made with our startup Plesents and what great insights it gave us. It also provides our Lean Startup Battle plan

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Get into the lean machine

  1. 1. Getting leanThursday, November 15, 12
  2. 2. Who are we? Ban all lame gifts, world wide Renske Johan Herman StevenThursday, November 15, 12
  3. 3. What do we want?Thursday, November 15, 12
  4. 4. How? €Thursday, November 15, 12
  5. 5. The classic mistakes Built a lot (120.000 minutes), based on “guts”, own itch, knowledge of webdesign, some user feedback Long release time (First release toke about 5 months, after that mostly batches of a month) Running around (product development, business plan competitions, investors, PR, launching partners, HR)Thursday, November 15, 12
  6. 6. Result Part of Inqubator Leeuwarden Press attention Not enough visitors Life lessons Network Not enough paying customers Not enough revenue Lots of fun New friends Experience Bigger comfort zoneThursday, November 15, 12
  7. 7. Hold the horses! Get into the Lean Machine! Fail fast, succeed faster!Thursday, November 15, 12
  8. 8. The essence of Lean Startup Before you really start investing (quit your job, using up your savings, talk to investors etc), first PROVE: 1.That you are solving a REAL problem 2.That you have identified a REAL early adopters group 3.That they are willing to PAY for a solution; 4.That you have a SCALABLE business modelThursday, November 15, 12
  9. 9. Learn asStrategy as possible fastThursday, November 15, 12
  10. 10. Right, the Bell CurveThursday, November 15, 12
  11. 11. This means All development on hold Validate most important assumptionsThursday, November 15, 12
  12. 12. We ASSumted Enough people want to use an online platform, that helps them to organise a group gift easily They will pay a fee “Our gift does not fit your door”Thursday, November 15, 12
  13. 13. Back into the future Can we find enough early adopters So we can use as much of our current solutionThursday, November 15, 12
  14. 14. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  15. 15. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  16. 16. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  17. 17. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  18. 18. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  19. 19. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  20. 20. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  21. 21. Experiments 1 2 3 4 5 6 7 Method Interview Interview Interview/e-mailing Interview Interview Smoke test MVP People visiting a People using Target All Facebook- To be weds/ newly Women 20-30 Men 20-30 years Students “gift product” on mobile to look for Customer users parents/ collegues years old old webshop gifts Organising a group Organising a group Organising a group People want to Riskiest Will hit the “buy gift gives “need to gift gives “need to gift gives “need to Want gift advice Want gift advice use mobile to look assumption together” button solve”-problems solve”-problems solve”-problems for gifts 1 high traffic shop 30% (n=15) rates 30% (n=15) rates 1000 downloads Minimum that wants to test. alternatives as alternatives as and 20 reviews in succes criteria 10% (n=100) “really annoying” “really annoying” 1 month additional clicks Invalidated Result Validated 45/50 Invalidated <4/10 Conversion on Invalidated 2/15 Invalidated 1/15 In progress In progress mailing <1% Groups bigger Not the right Know what to buy Know what to buy than 10 people group Not the right and if not: ask and if not: ask Learned Open group group Alternatives others or give others or give Milestone in life Alternatives are are great money/gift money/gift Gift advice great voucher voucher Kill “group gifting” New experiment Look for early Look for early Interview other Decision focus on “gift targetted at adopters group adopters group target group advice” mobile searchingThursday, November 15, 12
  22. 22. Status quo Test group gifting on “secretaresses” Test mobile gift advice Test “Buy together” - plugin Keep testing new ideasThursday, November 15, 12
  23. 23. The moral of the story Planning to build a succesfull company? Validate your ASSumptions first!Thursday, November 15, 12
  24. 24. Want to help? Download our iPhone app Search for “Plesents” in iStore Leave a review!Thursday, November 15, 12
  25. 25. Want more? Blog.plesents.nl Twitter: Plesents_nl Facebook.com/Plesents johan@plesents.nl/steven@plesents.nlThursday, November 15, 12

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