The document discusses various methods for validating assumptions in product development, including landing pages, audience building, concierge testing, Wizard of Oz testing, fake doors, and selling. It provides examples of what each method is good for, how to implement it, and which types of assumptions (problem, solution, or implementation) it helps validate. The document encourages readers to identify the best validation method for their product and create a landing page or other test before the next class.
Challenges and Opportunities: A Qualitative Study on Tax Compliance in Pakistan
Class 6 Identifying and Validating Assumptions
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Class 6:
Identifying and
(In)Validating Assumptions
@cwodtke
www.eleganthack.com
2. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
@cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
3. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
@cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
LAST WEEK
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4. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
@cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
“NEVER WRITE
ON THE
BUSINESS MODEL
CANVAS, THAT’S
WHY GOD GAVE
US POST-IT
NOTES”
-ALEX
OSTERWALDER
5. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
@cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
6. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
@cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
7. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
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Do the Math
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ASSUMPTIONS
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13. Lean is about Learning
Be wary here.
Build the smallest
possible thing you can
to answer a question.
14. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
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From Google Ventures Design Sprint http://www.gv.com/lib/the-gv-research-sprint-a-4-day-process-for-answering-important-startup-questions
15. By using Lean Startup, we identify
assumptions before we base our whole
product strategy on them.
Why is it better?
18. Types of
Assumptions
Problem:
Is there a problem?
Solution:
Is this the right way to solve it?
Implementation:
Can you build & sell it before running out of money?
24. Do people have trouble
accessing files across
multiple devices?
What’s The Problem?
25. People Have Multiple Devices
People Want to Access the
Same Files Across Those
Devices
This Is Hard to Do
Problem Assumptions
26. Are people willing to download
multiple applications and trust storing
files in the cloud?
What’s The Solution?
27. People Will Download
DropBox on Multiple Devices
People Will Trust the Service
with Important Data
People Understand How
DropBox Folders Work
Solution Assumptions
28. Can we sync files across
multiple devices quickly and
accurately enough?
What’s The Implementation?
29. We Can Build a Product that
Syncs Files Across Multiple
Operating Systems
The Product Will Sync
Quickly and Accurately
Implementation Assumptions
40. Problem Hypothesis Example:
We believe people like customer type
have a need for (or problem doing)
need/action/behavior.
We will know we have validated this
when we see
quantitative/measurable outcome or
qualitative/observable outcome. *
*This text was almost entirely stolen from Janice Fraser.
41. Solution Hypothesis Example:
We believe people like customer
type will solve their problem by
solution behavior.
We will know we have validated this
when we see
quantitative/measurable outcome or
qualitative/observable outcome.
42. Implementation Hypothesis
Example:
We believe our company can provide
solution by implementation method.
We will know we have validated this
when we see
quantitative/measurable outcome or
qualitative/observable outcome.
43. Now You Try It
Write Down:
1. What you believe
2. How you will know if you were right
2
55. Audience Building is good for…
learning the size of the
audience you can attract
to your product before
committing a lot of
money and technical
resources.
56. How to build an audience
1. Give away expertise for free on a regular basis.
2. Establish yourself as an expert in the space.
3. Build a community of like minded people.
81. Developed by Christina Wodtke & Laura Klein (clever bits by Laura) with illustrations from Kate Rutter.
@cwodtke | cwodtke.com @lauraklein | usersknow.com @katerutter | intelleto.com
Homework!
•Create a landing page for
your product (or run
some other validation
test if you prefer).