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LeanStartup:Research is cheaper than development

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LeanStartup:Research is cheaper than development

  1. 1. RESEARCH IS CHEAPERTHAN DEVELOPMENT John McCaffrey RailsPerformance.com @ J_McCaffrey
  2. 2. HI, THERE• Independent Developer• Building web applications for 12yrs (Java, Rails)• Enjoy working with startups• Have seen too many projects suffer due to lack of basic research
  3. 3. AGENDA
  4. 4. AGENDA• Problem definition• Terminology• Existing solutions• Customer• Market/Trends
  5. 5. HOW DO WE BUILD ABETTER HYPOTHESIS?
  6. 6. WITH BETTER DATA!!
  7. 7. PRIMARY RESEARCH
  8. 8. PRIMARY RESEARCH• Original, targeted research
  9. 9. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)
  10. 10. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)• Harder to get
  11. 11. PRIMARY RESEARCH• Original, targeted research• One on one interviews (Usability testing)• Harder to get• Not always the full story
  12. 12. SECONDARY RESEARCH
  13. 13. SECONDARY RESEARCH• Easier to get
  14. 14. SECONDARY RESEARCH• Easier to get• Trendable/verifiable
  15. 15. SECONDARY RESEARCH• Easier to get• Trendable/verifiable• Can help you focus
  16. 16. SECONDARY RESEARCH• Easier to get• Trendable/verifiable• Can help you focus
  17. 17. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable• Can help you focus
  18. 18. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable • Easy to misread• Can help you focus
  19. 19. SECONDARY RESEARCH• Easier to get • Too easy to get• Trendable/verifiable • Easy to misread• Can help you focus • Cannot prove/disprove theory
  20. 20. PROJECT PROFILE
  21. 21. PROJECT PROFILE• What is the problem?
  22. 22. PROJECT PROFILE• What is the problem?• Basic terminology
  23. 23. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions
  24. 24. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions• Customer profile
  25. 25. PROJECT PROFILE• What is the problem?• Basic terminology• Existing solutions• Customer profile• Trends/opportunities
  26. 26. PROBLEM• What is the job they need done?• Write out 2-3 problem statements• Test them out on people• Google those phrases
  27. 27. TERMINOLOGY• Key words and phrases• Product/domain naming• SEO/Marketing• Words to exclude
  28. 28. BUILDING YOUR LIST• Google search• Social bookmarking (Delicious)• Google trends
  29. 29. EXISTING SOLUTIONS
  30. 30. EXISTING SOLUTIONS• How are people currently solving the problem
  31. 31. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies
  32. 32. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies• Post questions on forums “what’s the best way to ..?”
  33. 33. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies• Post questions on forums “what’s the best way to ..?”• Best/worst features of the existing solutions
  34. 34. EXISTING SOLUTIONS• How are people currently solving the problem• Identify existing products and companies• Post questions on forums “what’s the best way to ..?”• Best/worst features of the existing solutions• Value proposition by time or money
  35. 35. TOOLS• UserVoice, GetSatisfaction, ideaScale• TechStars, yCombinator, 500startups• appvita.com, web.appstorm.net , killerstartups.com• kickstarter.com, flattr.com
  36. 36. CUSTOMERS• What type of people want this job done?• What is the value to them?• Where can you find them? (Scene of the customer)• How would you market to them?
  37. 37. INFLUENCERS• Twitter• LinkedIn• mympact.com, followerwonk.com, many others
  38. 38. DASHBOARD• Google alerts (key words, competitors)• Twitter follow/lists (influencers, hashtags)• Rss feed (influencers, competitors)• Share with your team
  39. 39. CAUTION• Timebox your research efforts• Take note of any conclusions you draw• Test your hypotheses• Reach out to the customer base and key influencers
  40. 40. GATHER USEFUL DATA THEN TAKE ACTION!
  41. 41. THANKS!Let’s have some questions! John McCaffrey RailsPerformance.com @ J_McCaffrey
  42. 42. LINKS• http://www.google.com/alerts/manage• http://www.delicious.com/tag/second-screen• http://www.google.com/insights/search/#q=scooter&geo=US&cmpt=q• https://getsatisfaction.com/boxee/products/boxee_boxee_for_mac• http://www.zoomprospector.com/CommunityDetail.aspx?id=8424• http://search.mblast.com/#• http://www.appvita.com• http://web.appstorm.net• http://www.youtube.com/watch?v=VmbSpTJXozk•
  43. 43. OUTSOURCE IT!• Hire a VA• Blog research• find influencers• Create ads/copy• Administer surveys

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