How do we use Lean
Startup in service
development
@ Tampere Goes Agile 2013 - Marko Taipale

3 levels of knowing

Build-Measure-Learn

2 things that we develop
Business & Customers
Product / Service

“Real life”
Concept
Business
model
Validation
Lessons
Learned
Hypotheses
Experiments
Out-Of-TheBuilding

All starts from concept(s)
Concept

Then the business model
Business
model

Lean Canvas

Business
model
Business
Hypotheses
Business
Experiments
3 levels

Customer Development

My way
Customer - Problem fit: Who is my customer, what is the problem?
Problem - Solution fit: Will my solution fix the problem?
Solution - Market fit: Is there a market for my solution?
Scale: How do I scale?

Experiments
Forming an
experiment

Given-When-Then

Example
Given Gosei has visibility in internet
When I google “Gosei”
Then gosei.fi is #1 in the search results

Example
Given Gosei has visibility in internet
Assumption
When I google “Gosei”
Experiment
Then gosei.fi is #1 in the search results Validation

Out-Of-TheBuilding
Out of the building

We do this everyday

Validation board
Validation
Lessons
Learned

Model
Customers
CP fit
Reality
PS fit
PM fit
Hypos
Assumptions
Our understanding
Riskiest !
assumption
Success criteria
Experiment Out of the building
Results
Validated Learnings

Validity / Reliability

Concept
Business
model
Hypotheses
Experiments
Out-Of-TheBuilding
Validation
Hypotheses
Experiments
Lessons
Learned

Summary
•
Customer-Problem fit before Solution-X fit
•
Iterate both in business and solution level
•
There is a difference in deliberate experimentation
and “trying out stuff”

marko.taipale@gosei.fi
+358-40-57-86-447
@markotaipale