NIKKEI COMPUTER’s Seminar (07.17.2014)

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"Customers & MVPs for Growth" presented on July 17th, 2014 at Leaning Square Shimbashi, Tokyo, JAPAN
for NIKKEI COMPUTER’s Seminar

Customers & MVPs for Growth (Yusuke Takahashi PhD, CEO AppSocially)

Published in: Business

NIKKEI COMPUTER’s Seminar (07.17.2014)

  1. 1. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.ly Customers & MVPs for Growth! Presented on July 17th, 2014 at Leaning Square Shimbashi, Tokyo, JAPAN for NIKKEI COMPUTER’s Seminar Yusuke Takahashi, PhD, Founder & CEO, AppSocially
  2. 2. founders@appsocial.ly angel.co/appsocially INTRODUCTION
  3. 3. yt@appsocial.ly http://appsocial.ly 高橋 雄介(たかはし ゆうすけ) 11998800年生まれ。慶應義塾大学総合政 策学部卒業、同大学大学院政策・メディ ア研究科修士課程修了。22000088年同大 学院後期博士課程単位取得退学。博士 ((政策・メディア))。 AAppppSSoocciiaallllyy IInncc.. 創業者CCEEOO。専門は、データベース、 知識ベース、マルチメディアデータベー スとその応用、カスタマーデベロップ メント。TTeecchhCCrruunncchh JJaappaann、 GGrroowwtthhHHaacckkeerr..jjpp、日経BBPP等でグ ロース・ハックやモバイルについての 記事を執筆中。
  4. 4. founders@appsocial.ly Angel.co/appsociallyテキスト トップ ソリューション動向 ワールドリポート ワールドリポート サンフランシスコという舞台に集まる起業家、サイエン ティストが成⻑⾧長に⽋欠かせない存在に 2014.04.23 ⽶米AppSocially  創業者兼CEO  ⾼高橋  雄介 ⽶米サンフランシスコのソーマ地区にある、ビッグデータの分析・可視化サービスを⼿手 掛ける「Keen  IO」の本社に2014年年4⽉月中旬、データサイエンティストなどが集まっ た。「Happy  Data  Hour」と呼ぶこの会合はビールを⽚片⼿手にベンチャーの起業や業 界について意⾒見見を交換し合うのが⽬目的である。「セールス・フォース・ドットコム」 や、最近⽶米グーグルに買収され話題となった学習機能付きのサーモスタットを作る 「ネスト」、クラウドメールの「センドグリッド」などのデータサイエンティストな データ活⽤用で成⻑⾧長戦略略を描く。この編集⽅方針の下、 Webサイトや⽉月刊誌、セミナーを通じて情報をお届け します。 詳しくはこちら search 無料料メールマガジン登録
  5. 5. founders@appsocial.ly Angel.co/appsociallyテキスト
  6. 6. yt@appsocial.ly http://appsocial.ly
  7. 7. yt@appsocial.ly http://appsocial.ly
  8. 8. yt@appsocial.ly http://appsocial.ly
  9. 9. founders@appsocial.ly Angel.co/appsocially AppSocially アプリのためのソーシャル・ユーザ獲得機能
  10. 10. founders@appsocial.ly Angel.co/appsocially スマホアプリをどこで発見しましたか? 0% 18% 35% 53% 70% Source: Nielsen, Q3 2011 ストアでの検索 友だちや家族から聞いて メディアで観て テレビ広告で観て アプリ内広告で観て 9% 6% 9% 52% 63% 13%13% 17% 61% 63% iOS AppStore Android Market AppSocially Problem founders@appsocial.ly Angel.co/appsocially
  11. 11. founders@appsocial.ly Angel.co/appsociallyCase Study: Unda 友達招待機能 (INVITE) インセンティブ付招待機能 (REFERRAL)
  12. 12. founders@appsocial.ly Angel.co/appsociallyfounders@appsocial.ly Angel.co/appsociallyINVITE
  13. 13. founders@appsocial.ly Angel.co/appsociallyREFERRAL +REWARDS Shingo Hagiwara Bryan Davis Alex Miller Aki Nishiyama Invite Invite Resend
  14. 14. founders@appsocial.ly angel.co/appsocially Contents Introduction 1. What Growth is about 2. RRRAA for Product/Growth Teams 3. MVP Canvas for Daily Growth Focus Discussion
  15. 15. founders@appsocial.ly angel.co/appsocially SUMMARY Develop Customers, NOT product Focus on Retention+Referral
(RRRAA) Build MVPs, NOT products
(MVP Canvas)
  16. 16. founders@appsocial.ly angel.co/appsocially 1. WHAT GROWTH IS ABOUT
  17. 17. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 1. First, Growth is NOT about product, but customers.
  18. 18. founders@appsocial.ly angel.co/appsocially Steve Blank teaches us to “get our to the building,” to focus on customers before creating the product. Photo: Startup Grind
  19. 19. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 2.Growth is NOT about tactics, 
 but product.
  20. 20. founders@appsocial.ly angel.co/appsocially Too many information flows through timeline, and we feel as if we got it, with just 3 lines of summary, without reading the source and practicing it by ourselves.
  21. 21. founders@appsocial.ly angel.co/appsocially Great achievements, results and tactics come to our attention on timelines, but there are much more efforts and failures behind them.
  22. 22. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 3.Growth is NOT about acquisition, but retention referral.
  23. 23. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Acquisition Activation Retention Referral Revenue
  24. 24. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Source: Yahoo! Finance
  25. 25. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Source: Yahoo! Finance
  26. 26. founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially Acquisition Activation Retention Referral Revenue
  27. 27. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT 1. First, Growth is NOT about product, but customers. 2.Growth is NOT about tactics, 
 but product. 3.Growth is NOT about acquisition, but retention referral.
  28. 28. founders@appsocial.ly angel.co/appsocially 2. RRRAA FOR 
 PRODUCT/GROWTH TEAMS
  29. 29. founders@appsocial.ly angel.co/appsociallyRRRAA
  30. 30. founders@appsocial.ly angel.co/appsociallyRRRAA AARRR Acquisition Activation Retention Referral Revenue AARRR FOR PIRATES by DAVE MCCLURE
  31. 31. founders@appsocial.ly Angel.co/appsociallyBusiness Model イメージ図 Source: http://500hats.typepad.com/500blogs/2007/06/internet-market.html
  32. 32. founders@appsocial.ly angel.co/appsociallyRRRAA Customer’s Point of View Product/Growth Team’s Point of View
  33. 33. founders@appsocial.ly angel.co/appsociallyRRRAA Customer’s Point of View Product/Growth Team’s Point of View
  34. 34. founders@appsocial.ly angel.co/appsociallyRRRAA
  35. 35. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA Retention Referral Revenue Activation Acquisition RRRAA by YUSUKE TAKAHASHI
  36. 36. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA Retention Referral Revenue Activation Acquisition RRRAA by YUSUKE TAKAHASHI
  37. 37. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI RRRAA 満足して使い続けてくれる顧客がどれくらいいるのか? 友達を巻き込んでくれるほど満足して使い続けてくれる顧客が どれくらいいるのか? 来訪した(潜在)顧客に対して製品の価値が、的確にかつスムーズ に伝えられているか? お金を払ってくれるほど満足して使い続けてくれる顧客がどれく らいいるのか? 未来訪の(潜在)顧客に対して製品の価値が、的確にかつスムーズ に伝えられているか?
  38. 38. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI STARTUP PYRAMID PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT GROWTH / SCALE TRANSITION TO GROWTH
  39. 39. RRRAA founders@appsocial.ly Angel.co/appsocially STARTUP PYRAMID 1. Product/Market Fitに執拗にフォーカス ๏ ユーザのうち少なくとも40%から「その製品がなくては困る」 と言われること ! 2. グロース期への移行期 ๏ ユーザ分析機能を実装/必須のベネフィットを特定/効果的な フックにベネフィットを配置/ビジネスモデルを最適化/コン バージョンを最適化/グロースチームを採用 ! 3. グロース期 ๏ 企業カルチャーとしてのグロース ๏ 正しいスキルと人材(デザイナー、コピーライター、データ、 願わくばエンジニア) ๏ インスピレーション、プロセス、粘り強さ、幸運 by Sean Ellis
  40. 40. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI GROWTH STAGES Value Growth Growth Hacking = Observational Science
  41. 41. テキスト founders@appsocial.ly Angel.co/appsocially GROWTH STAGES 1. 製品自体の価値を確認する ! 2. 製品自体の価値によりグロースする ๏ まずは、製品自体の真の価値によりグロースする ! 3. グロースハックにより、製品自体の価値によ るグロースを最適化する ๏ グロースハックは、観察科学だ ๏ 機能の設計が、新しいマーケティングだ by Keith Rabois
  42. 42. founders@appsocial.ly angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI CUSTOMER DEVELOPMENT Customer Discovery Customer Validation Customer Creation Company Building
  43. 43. yt@appsocial.ly http://appsocial.ly
  44. 44. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT ”A startups is an organization formed to search for a scalable and repeatable business model.” Source: Steve Blank Steve Blank, Author of “The 4 Steps to the Epiphany,” Serial Entrepreneur.
  45. 45. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly
  46. 46. founders@appsocial.ly angel.co/appsociallyRRRAA LEAN STARTUPS by ERIC RIES LEAN STARTUP Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean
  47. 47. founders@appsocial.ly angel.co/appsociallyRRRAA LEAN STARTUPS by ERIC RIES
  48. 48. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT ”A startups is an scientific experiment.” Source: Eric Ries:Lean Startup” Eric Ries, Author of “THE LEAN STARTUP”
  49. 49. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly Source: http://www.slideshare.net/clevergirl/ux-and-the-lean-startup-for-general-audiences-crushing-the-boulder-kellogg-edition
  50. 50. founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly Source: Eric Ries:Lean Startup” Eric Ries, Author of “THE LEAN STARTUP”
  51. 51. founders@appsocial.ly angel.co/appsociallyRRRAA FOR PRODUCT/GROWTH TEAMS AARRR Acquisition Activation Retention Referral Revenue Retention Referral Activation Acquisition P/S Fit P/M Fit Transition to Growth Growth / Scale Customer Descovery Customer Validation Customer Creation Company Building RRRAA STARTUP PYRAMID GROWTH STAGES CUSTOMER DEVELOPMENT LEAN STARTUP R Revenue R R R Value Growth Growth Hack = Observational Science
  52. 52. founders@appsocial.ly angel.co/appsocially 3. MVP CANVAS FOR DAILY GROWTH FOCUS
  53. 53. founders@appsocial.ly angel.co/appsocially How we create a product: 1. Hit on the Idea 2. Build its Product 3. Ship for Customers to Lean/ Fail Repeat
  54. 54. founders@appsocial.ly angel.co/appsocially How we should create a product: 1. Meet Customers to know their problem 2. Build a Product (MVP) which validates assumptions 3. Measure if it solved their problem (= Repeat from 1)
  55. 55. founders@appsocial.ly angel.co/appsocially What’s the product?
  56. 56. founders@appsocial.ly angel.co/appsocially PRODUCT = What you build to create a product.
  57. 57. founders@appsocial.ly angel.co/appsocially PRODUCT = What validates assumptions {Interview Questions, Handwritten Wireframes, Photoshop Wireframes, Working Demo, etc} = What answers your questions about uncertainty (with simple/actionable metrics)
  58. 58. founders@appsocial.ly angel.co/appsocially PRODUCT = What tells you what to build = MVP
  59. 59. founders@appsocial.ly angel.co/appsocially Daily process at our Product/ Growth Team: 1. Make Assumptions 2. Prioritize Assumptions 3. Build Product (MVPs) to Validate Assumptions
  60. 60. founders@appsocial.ly angel.co/appsocially 1. We make assumptions by describing a LEAN CANVAS.
  61. 61. LEAN Canvas Date: {MM/DD/YYYY} LEAN Canvas used by Janice Fraser at LUXR CUSTOMER:
 {Describe based on validation or Assume} SOLUTION:
 {Describe based on validation or Assume} ENGINE OF GROWTH: {VIRAL, STICKY, PAID} ! {Describe based on validation or Assume} VALUE STREAM {Describe based on validation or Assume} ! ! ! ! ! ! MARKET STAKEHOLDERS: {Describe based on validation or Assume} DISTRIBUTION: {Describe based on validation or Assume} PROBLEM:
 {Describe based on validation or Assume} VALUE PROP:
 {Describe based on validation or Assume} REVENUE:
 {Describe based on validation or Assume} COST: {Describe based on validation or Assume} https://appsocial.ly hello@appsocial.ly
  62. 62. founders@appsocial.ly angel.co/appsocially A Business Model is a “snapshot of current assumptions,” which needs to be continuously validated.
  63. 63. founders@appsocial.ly angel.co/appsocially All these 10 elements always need to be validated, to be more confident.
  64. 64. LEAN Canvas Date: {MM/DD/YYYY} LEAN Canvas used by Janice Fraser at LUXR CUSTOMER:
 {Describe based on validation or Assume} SOLUTION:
 {Describe based on validation or Assume} ENGINE OF GROWTH: {VIRAL, STICKY, PAID} ! {Describe based on validation or Assume} VALUE STREAM {Describe based on validation or Assume} ! ! ! ! ! ! MARKET STAKEHOLDERS: {Describe based on validation or Assume} DISTRIBUTION: {Describe based on validation or Assume} PROBLEM:
 {Describe based on validation or Assume} VALUE PROP:
 {Describe based on validation or Assume} REVENUE:
 {Describe based on validation or Assume} COST: {Describe based on validation or Assume} https://appsocial.ly hello@appsocial.ly
  65. 65. founders@appsocial.ly angel.co/appsocially Market changes Competitors appear Existing customers becomes proficient …
  66. 66. founders@appsocial.ly angel.co/appsocially 2. We prioritize assumptions by Cost/Time of validation Size on impact to growth.
  67. 67. founders@appsocial.ly angel.co/appsocially 3. We create a MVP CANVAS to validate assumptions
  68. 68. MVP Canvas MVP Canvas Version 1.1. Designed and Created by AppSocially in collaboration with RECRUIT Media Technology Labs in 2014. Date: {MM/DD/YYYY} https://appsocial.ly hello@appsocial.ly Hypothesis / Assumption: {Describe ...} Engine of Growth: 
 {Viral, Sticky, Paid} What to Learn / Goal: {Describe ...} IMG Type of MVP: 
 {Interview Questions, Handwritten Wireframes, Photoshop Wireframes, Working Demo, etc} What to Build / How to Validate the Hypothesis with MVP: 
 {Describe ...} Criteria of Validation: 
 {Simple Metric} Cost of Developing MVP: 
 How much does it cost to learn / validate? {2 Hours, 2 Days, 2 Weeks, 2 Months}, {$ YYY} Time of Validating Hypothesis w/ MVP: 
 How quickly can you validate / learn? {2 Hours, 2 Days, 2 Weeks, 2 Months}, {$ YYY} Estimate of Future Risk/Chance: 
 How much does this learning contribute to growth? {Save $XXX, Earn $YYY} Result / What Actually Learned: {Describe ...}
  69. 69. founders@appsocial.ly angel.co/appsocially MVP CANVAS is to Know what to focus 
on a daily basis Archive organizational experience+knowledge 
of how to validate assumptions and make decisions Provide efficient+actionable metrics 
for meetings and senior’s decisions
  70. 70. founders@appsocial.ly angel.co/appsocially AppSocially founders@appsocial.ly Angel.co/appsocially AppSocially Y@APPSOCIAL.LY ANGEL.CO/APPSOCIALLY Thanks!

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