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Aesop's garden presentation

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Embracing Constraints Lean Startup Case-Study

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Aesop's garden presentation

  1. 1. Embracing ConstraintsAesop’s Garden // 4.12.2011
  2. 2. Like creativity & givingthings personality
  3. 3. Overview ie ws erv Int s ti on ew u rv i Sol a les s e + S va Int ild ild ng an Bu Bu ti ti ng C lem o ra ta r ea n ro b em VP e ne S L P D M G00 Inspiration 01 Starting 02 Lean Canvas 03 Problem Interviews 04 Demo Build05 MVP Build 06 Today & Onward
  4. 4. 00 Inspiration
  5. 5. 01 ie ws erv Int s ti on i ew lu les rv So a ng s e + S va nt ui ld ng rti an I ild ti C lem B Bu er a S ta Lea n P ro b Dem o M VP G en00 Inspiration 01 Starting 02 Lean Canvas 03 Problem Interviews 04 Demo Build05 MVP Build 06 Today & Onward
  6. 6. 01 3 months of very LOTS OF IDEAS WASTED EFFORT little produced NOT GOOD ISOLATED Found Help: + +
  7. 7. ›Get connected with other entrepreneurs ›Share your ideasLessons Learned ////////////////////////////////////
  8. 8. 02 v as w s les vie C an nt e r ld ng Sa I ui ild i an t ting lem o B Bu ra ar e ro b em VP ne St L P D M Ge00 Inspiration 01 Starting 02 Lean Canvas 03 Problem Interviews 04 Demo Build05 MVP Build 06 Today & Onward
  9. 9. Users TRIBES GARDEN, GALAXY, PLANETS SEEDLINGS PARENTS STAKEHOLDERS CREATORS & SPREADERS TRIBES THE WORLD WANT STORIES THAT INTEREST DEVELOPING THINKING SKILLS WANT TO STAY CONNECTED TO WANT TO BE ABLE TO CREATE TEACHING VALUES THE WORLD IS AN UNTAPPED & CHALLENGE THEM & TEACHING SOCIAL VALUES THE SEEDLINGS. WANT TO BE STORIES STRENGTHEN THEIR BONDS PEARL THAT WANTS TO BE PART OF THEIR LIFE AS MUCH BROUGHT TO LIFE HAVE AN UNLIMITED DIFFICULT TO TO CREATE AS POSSIBLE SHARE THEM FOR THE GREATER DON’T HAVE A WAY TO CREATE CREATIVITY BUT NOT GIVEN A PERSONALIZED STORIES GOOD & HELP OTHERS SOLVE & COMMUNICATE STORIES DIGITAL MEAN TO EXECUTE WANT SEEDLINGS TO KNOW PROBLEMS EASILYTHEM FINDING PREFERRED STORIES THEIR MEANING OR RELATION TIME CONSUMING SHIP SHARE THEM FOR RECOGNI TION GUIDANCE ON HOW TO WANT TO HELP IN THEIR INTERACT WITH CHILDREN GROWTH & DEVELOPMENT THERE ISN’T A WAY TO HAVE LIVING SHAREBRITE WANT TO TRANSMIT & EDUCATE IMPORTANT STORIES TO THEIR CHILDREN ?
  10. 10. Lean Canvas I started with3/11/2011 Aesops Garden Lean Canvas Problem Solution Unique Value Unfair Advantage Customer No simple way to Stories and games that Proposition My creative insight Segments create personalized can be personalized for We help develop into creating suprising Parents - working stories or games digital devices thinking skills in nuggets of joy. parents that are tech Childrens interest Have wide amount of children & strenghten Building a brand that is savy. Have smart change often and it is content on the site social ties by letting admired and worth phones or ipads, create time consuming for parents put the talking about facebook accounts for Have stories that focus parents to get new important people, (Hopefully) their children on social values places, and events into content Family Members - Offer service to create the stories their who want to be part of Difficult to find stories personalized stories children create. the childs life that teach the right social values Seedlings - wants to be Key Metric Distribution interested by the Children love to see Channels themselves in stories Customers purchasing content of the stories. but cant do so. stories Aesopsgarden.com Groups - Schools, Every customer Customers Sharing teams that want to bringing us three new Group stories teach something to customers! seedlings Cost $tructure Revenue $treams Customer Acqusitions - Free Individual Stories and Games accessible at $6 - $20 Story Illustration - $300? Custom story creation as a service - Individuals & Groups Server fees or hosting fees - ? Free trialhttp://leancanvas.com/canvases/753 1/1
  11. 11. Hacked Landing Page + = Had Personality & Worked
  12. 12. 03 ws ie ws erv ie nt e rv on I nt uti I Sol a les s lem + S va ild ild ng an Bu ti ting C ob o Bu ne ra St ar Le an Pr Dem M VP G e00 Inspiration 01 Starting 02 Lean Canvas 03 Problem Interviews 04 Demo Build05 MVP Build 06 Today & Onward
  13. 13. I thought (Hypotheses) ›Personalization mattered ›Education & games could be a value ›Digital stories would be appealing (solution) ›Content was difficult to findExperiments //////////////////////////////////////////
  14. 14. w Asking Open Ended Questions w No Script w Not diving deep enoughCouldn’t extract conclusions
  15. 15. Thank you very much for taking the time to speak with me today. We are currently working on a tool that helps parents strengthen social ties by letting them take the important people, places, and put them into their childrens stories. The idea for the tool came from my own experiences interacting with my niece who lives in Monterrey, MX But before getting too far ahead of ourselves, I wanted to pause and take the time to learn how other families stay connected and use stories to see if there are real problems here worth solving. The way the interview works is: I’ll start by describing the main problems we are tackling and then I’ll ask if any of those resonate with you. I’d like to stress that we don’t have a finished product yet and our objective is learning from you - not selling or pitching to you. Does that sound good? How many children do you have & what are their ages? Do they go to public school or private school? What kind of technology do you let your child interact with? Do you have family members who in live in a different city? How often do you read to your child? How many children’s books do you buy per month? Have you ordered a photo book or personal story book before. Who buys the books in your family? Do you buy bilingual books? & Great, thanks. So let me tell you about the problems we are tackling: So the first problem I encountered was that it was difficult for my niece and I to develop a relationship since we live in different places. We only got to see each a few days every 3 months and I wanted her to know me as a family member, not a stranger. So the second problem I came up against is that I wanted to make her a story book that would have real pictures of us on an adventure so even when I wasn’t there she could have Even with my design background I found it was still complicated and a lot of work. There wasn’t a way for me to create a personalized story with real pictures. Finally, once I started working on the story, I didn’t know what to write. I didn’t know what story would be the most effective and what she would like. So to summarize problems: 1. Wanted my niece to know me as family member even though I didn’t get to spend a lot of direct time with her. 2. I wanted a process to make a personalized story in very little time. 3. Wanted guidance in picking the right content for the story to be. Do any of these problems resonate with you? How would you rank these problems? Have you run into any other problems I didn’t talk about? So how you do deal those problems today Thanks a lot for your time today. You have been very helpful. As I mentioned at the start, this isn’t a finished product. Based on what we talked about today, would you be willing to see the product when we have something ready? Also, we are looking to interview other people like yourself. Do you know any other parents with children ages 2-7 who you think we could interview? +Me Help
  16. 16. #1 Developing Family Relationships#2 No time to solve #1#A Print was a solution wanted
  17. 17. 18 w Within 5 min. validated w Connecting to Evangelists w Story Ideas & Blog PostsHad a real problem + focus
  18. 18. I thought (Hypotheses) ›Personalization mattered ›Education & games could be a value ›Digital stories would be appealing (solution) ›Content was difficult to find Customers Told Me (Insights) ›Developing family relationships is important (problem) ›Parents don’t have any free time (problem) ›Printed Stories Matter (solution)Lessons Learned ////////////////////////////////////
  19. 19. Next Steps (Future Experiments) ›Build Demo Story that shows Unique Value ›Test PricingLessons Learned ///////////////////////////////////
  20. 20. 04 ie ws erv Int s ti on i ew ild ol u les rv Bu s e S Sa va nt + an I o ild ti ng ng lem Bu ra em C rti n b VP ne St a Lea P ro D M G e00 Inspiration 01 Starting 02 Lean Canvas 03 Problem Interviews 04 Demo Build05 MVP Build 06 Today & Onward
  21. 21. UHOH Couldn’t create the demos myself › Illustrated Story › Using Pictures › Hardcopy PrintWasn’t optimized for speed
  22. 22. Big MVP Risk w s rvie a les s e S va Int ui ld ild ng an B Bu ti ti ng C lem o ra ta r ea n ro b em VP e ne S L P D M G
  23. 23. Big Risk n ts e ws itm s rv ie m ale om a s t e S nv In ld g ui C ild in g Ca lem B Bu at et n r arti an o b m o VP en e St Le Pr De G M G w s r vie a les s e S va Int ui ld ild ng an B Bu t i ting C lem o ra ta r ea n ro b em VP e ne S L P D M G
  24. 24. Work Flow Comparison Design User Input Production Output Concept Illustrated Text Upload Pictures Render Text Render Pics P.O.D. Scary MVP Concept Lines Text Render Text Self Print Reduced MVP
  25. 25. Critical PivotTalked to peers. »Got 3 commitments »Deadline = Pressure »Covered 75% of Demo
  26. 26. FAR APART, CLOSE TOGETHER w Slightly Personalized w Not sure about faces w Strongest for problem #1 send messages through animal friendsmake Tuesday crazy hat day!
  27. 27. Tears of Joy (almost from both of us)“I’ve got to tell you that this is SUCH a sweet idea!”“LOVE the coloring book! Is it okay if I forward it to some of my friends?” Yes! Please!
  28. 28. Customers Told Me (Insights) ›Coloring Stories do solve problem #1 (solution) ›Elements had potential for sharing (key metric) Embracing Constraints ›Found the true MVP ›Made me focus on the UVP ›Found an illustrator with true passionLessons Learned ////////////////////////////////////
  29. 29. 05 a les s S ng w as te rvie u ild ti ild B a er v In an Bu ting C lem o VP n an Ge ar b St Le P ro D em M00 Inspiration 01 Starting 02 Lean Canvas 03 Problem Interviews 04 Demo Build05 MVP Build 06 Today & Onward
  30. 30. Next Steps (Future Experiments) ›Build MVP (solution) ›Build Website for Sales & Buzz (channel) ›Test pricing (revenue)Lessons Learned ////////////////////////////////////
  31. 31. MVP build out w Set up for all users w Cleaned up images w Added more names w Spanish Version
  32. 32. ersonalized can be personalized for We help develop into creating suprising Parentsor games digital devices thinking skills in nuggets of joy. parents tns interest Have wide amount of children & strenghten Building a brand that is savy. Haoften and it is content on the site social ties by letting admired and worth phones onsuming for parents put the talking about facebook Have stories that focus to get new important people, (Hopefully) their chil on social values places, and events into Family M Offer service to create the stories their who wan to find stories personalized stories children create. the childch the rightalues Seedling Key Metric Distribution interesten love to see Channels ves in stories Customers purchasing content ot do so. stories Aesopsgarden.com Groups - Every customer Customers Sharing teams th bringing us three new Group stories teach som customers! seedlingstructure Revenue $treamser Acqusitions - Free Individual Stories and Games accessible at $6 -lustration - $300? Custom story creation as a service - Individualsees or hosting fees - ? Free trial
  33. 33. Referral Build it in w Craft Activity w Art Thank You Card w Showcasing Testimonials
  34. 34. Sticking to Values
  35. 35. Next Steps Easter Eggsplained Get Commitments with a sneak
  36. 36. Questions?? emiliano@aesopsgarden.com www.aesopsgarden.com

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