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What are MVPs?

Think Experiments



                  Giff Constable Dec 2011
fall in love with
a customer need,
 not a solution



                Giff Constable Dec 2011
Validate:

        need
      solution
 customer & market
customer acquisition
   business model

                 Giff Constable Dec 2011
Your Goal:

The fastest, simplest
  path to validated
       learning


                  Giff Constable Dec 2011
Prioritize experiments
                          experiment
                           here first
           High Risk




   Known               Unknown




           Low Risk
                               Giff Constable Dec 2011
Examples

    pre-sales
(with LOI, discounts)




                    Giff Constable Dec 2011
Examples

   “concierge”
(i.e. be the software)




                     Giff Constable Dec 2011
Examples

manual delivery
(aka “wizard of oz”)




                       Giff Constable Dec 2011
Examples


paper testing




                Giff Constable Dec 2011
Examples

   landing page
(with calls to action)




                     Giff Constable Dec 2011
Examples


 video




           Giff Constable Dec 2011
Examples


working software




               Giff Constable Dec 2011
experiments can be
analog or digital



                Giff Constable Dec 2011
usually many ways to
    skin the cat



                 Giff Constable Dec 2011
Process
1. have a hypothesis to test

2. brainstorm a few different tests,
offline and online

3. try to break the tests into even
smaller units of work

4. choose a test and set a goal

5. run the test (try to hit the goal)

6. review results and make a decision
                                  Giff Constable Dec 2011
Results
Hit goal and confirmed assumption
(for now)
               OR
Missed goal
1. need to iterate the test
              or
2. need to iterate the business


                             Giff Constable Dec 2011
“MVP” isn’t always about
        product


  It definitely isn’t
     about a launch

                   Giff Constable Dec 2011
At some point, you’ll be
building something real

     so remember...


                      Giff Constable Dec 2011
a minimal viable product
  is not a point release


it is a rolling series of
releases that iterate and
improve based on a mix of
data and vision/judgement

                       Giff Constable Dec 2011
an MVP is not the first step in
   a linear feature rollout


 if you aren't setting goals,
 gathering data, and iterating
  what you have, then you are
  piling risk on top of risk

                          Giff Constable Dec 2011
focus ruthlessly on the target
    customer, and the core
      function / benefit


  don't get lost in add-ons,
  improvements, futures, or
 attempting to serve everyone

                         Giff Constable Dec 2011
a minimal viable product is for
       learning, not marketing

              find product                  optimize
                                                                       promote
               market fit                  conversion*



* for enterprise-focused startups, think of this step as “find your repeatable sales process”
                                                                                  Giff Constable Dec 2011
keep on doing simple experiments
     outside of the product
        development path




                          Giff Constable Dec 2011
this isn’t just for
ground-floor startups



                  Giff Constable Dec 2011
but rather, for any
product or business that
   faces uncertainty



                   Giff Constable Dec 2011
now let’s create some
     experiments

    giff.constable@gmail.com
    http://giffconstable.com


                               Giff Constable Dec 2011

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Experiments (What are MVPs?)

  • 1. What are MVPs? Think Experiments Giff Constable Dec 2011
  • 2. fall in love with a customer need, not a solution Giff Constable Dec 2011
  • 3. Validate: need solution customer & market customer acquisition business model Giff Constable Dec 2011
  • 4. Your Goal: The fastest, simplest path to validated learning Giff Constable Dec 2011
  • 5. Prioritize experiments experiment here first High Risk Known Unknown Low Risk Giff Constable Dec 2011
  • 6. Examples pre-sales (with LOI, discounts) Giff Constable Dec 2011
  • 7. Examples “concierge” (i.e. be the software) Giff Constable Dec 2011
  • 8. Examples manual delivery (aka “wizard of oz”) Giff Constable Dec 2011
  • 9. Examples paper testing Giff Constable Dec 2011
  • 10. Examples landing page (with calls to action) Giff Constable Dec 2011
  • 11. Examples video Giff Constable Dec 2011
  • 12. Examples working software Giff Constable Dec 2011
  • 13. experiments can be analog or digital Giff Constable Dec 2011
  • 14. usually many ways to skin the cat Giff Constable Dec 2011
  • 15. Process 1. have a hypothesis to test 2. brainstorm a few different tests, offline and online 3. try to break the tests into even smaller units of work 4. choose a test and set a goal 5. run the test (try to hit the goal) 6. review results and make a decision Giff Constable Dec 2011
  • 16. Results Hit goal and confirmed assumption (for now) OR Missed goal 1. need to iterate the test or 2. need to iterate the business Giff Constable Dec 2011
  • 17. “MVP” isn’t always about product It definitely isn’t about a launch Giff Constable Dec 2011
  • 18. At some point, you’ll be building something real so remember... Giff Constable Dec 2011
  • 19. a minimal viable product is not a point release it is a rolling series of releases that iterate and improve based on a mix of data and vision/judgement Giff Constable Dec 2011
  • 20. an MVP is not the first step in a linear feature rollout if you aren't setting goals, gathering data, and iterating what you have, then you are piling risk on top of risk Giff Constable Dec 2011
  • 21. focus ruthlessly on the target customer, and the core function / benefit don't get lost in add-ons, improvements, futures, or attempting to serve everyone Giff Constable Dec 2011
  • 22. a minimal viable product is for learning, not marketing find product optimize promote market fit conversion* * for enterprise-focused startups, think of this step as “find your repeatable sales process” Giff Constable Dec 2011
  • 23. keep on doing simple experiments outside of the product development path Giff Constable Dec 2011
  • 24. this isn’t just for ground-floor startups Giff Constable Dec 2011
  • 25. but rather, for any product or business that faces uncertainty Giff Constable Dec 2011
  • 26. now let’s create some experiments giff.constable@gmail.com http://giffconstable.com Giff Constable Dec 2011