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Starting Lean: How to Find Out If Your Business Idea Has Potential In Days and Not Years

Starting Lean: How to Find Out If Your Idea Has Potential In Days Not Years October 2014 Trevor Owens, Founder of QuickMVP and Lean Startup Machine Startups Are NOT Small Versions of Big Companies The Startup Curve Initial Enthusiasm Reality Sets In TROUGH OF SORROW Before Startup Scale Product/ Market Fit! Starts Working Experimenting & Pivoting Source: Paul Graham; avc.com Time Happiness STARTUPS SEARCH COMPANIES EXECUTE A NEW MANAGEMENT Principles of Lean Startup 1 Minimum Viable Products 2 Pivots 3 Early Adopters 1. Minimum Viable Products 2. Pivots Famous Pivots 3. Early Adopters Now for the good stuff… EXPERIMENT = MVP 1 Hypothesis 2 Riskiest Assumption 3 Method 4 Success Criteria 1. Hypothesis “I BELIEVE customer HAS A PROBLEM WITH problem.” 2. Riskiest Assumption 3. Three Methods Interview Pre-Sell Concierge 4. Success Criteria Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE EXPERIMENT = MVP 1 Hypothesis 2 Riskiest Assumption 3 Method 4 Success Criteria Problem Solution Riskiest Assumption Success Criterion Result & Decision Learning Limit: 5 Min Limit: 10 Min result least to the is... # of strong customers. CARE ABOUT ENVIRONMENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING! 0/20 INVALID ! PIVOT! SKINNY TIE ! BUYING LIFESTYLE RISKIEST ASSUMPTIONS 1 Is there demand in other cities? 2 Is there demand abroad? 3 Are people satisfied with the method? 4 Can we do workshops frequently enough? KEY METRICS 1 Pain 2 Customer Acquisition Cost 3 Margin / Virality 44 Market Size “I don’t look for five-foot fences to jump over, I look for one-foot fences to step over.” -Warren Buffet RISKIEST ASSUMPTIONS 1 Four Key Metrics? 2 Will they launch a page? 3 Will they place an ad? 4 Can we acquire 500 paid users?

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Starting Lean: How to Find Out 
If Your Idea Has Potential In 
Days Not Years 
October 2014 
Trevor Owens, Founder of QuickMVP and Lean Startup Machine
Follow Thue on Twi!er 
@ThueLMadsen #KISSwebinar
Trevor Owens - QuickMVP & Lean Startup Machine - @TO 
! 
Trevor is the Founder of QuickMVP, the Lean Startup 
Machine and the author of The Lean Enterprise. His work has 
been featured in numerous media outlets including Forbes, 
Fast Company, and Business Insider, among others. 
! 
QuickMVP uses a super simple technique to help you validate 
a new product or business idea in just 5 minutes. It's the only 
so"ware that combines a Landing Page Builder with a Google 
Ad Creator in one tool. 
! 
Lean Startup Machine is the world’s leading workshop on 
Lean Startup principles and has helped tens of thousands of 
startup founders and individuals from organizations 
including Google, Salesforce, News Corp, Intuit, and others, 
start thousands of new businesses across six continents.
Follow Trevor on Twi!er 
@TO #KISSwebinar
95% 
Source: Wall Street Journal, Sept 2012
180

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Starting Lean: How to Find Out If Your Business Idea Has Potential In Days and Not Years

  • 1. Starting Lean: How to Find Out If Your Idea Has Potential In Days Not Years October 2014 Trevor Owens, Founder of QuickMVP and Lean Startup Machine
  • 2. Follow Thue on Twi!er @ThueLMadsen #KISSwebinar
  • 3. Trevor Owens - QuickMVP & Lean Startup Machine - @TO ! Trevor is the Founder of QuickMVP, the Lean Startup Machine and the author of The Lean Enterprise. His work has been featured in numerous media outlets including Forbes, Fast Company, and Business Insider, among others. ! QuickMVP uses a super simple technique to help you validate a new product or business idea in just 5 minutes. It's the only so"ware that combines a Landing Page Builder with a Google Ad Creator in one tool. ! Lean Startup Machine is the world’s leading workshop on Lean Startup principles and has helped tens of thousands of startup founders and individuals from organizations including Google, Salesforce, News Corp, Intuit, and others, start thousands of new businesses across six continents.
  • 4. Follow Trevor on Twi!er @TO #KISSwebinar
  • 5. 95% Source: Wall Street Journal, Sept 2012
  • 6. 180
  • 7. 1
  • 9. Startups Are NOT Small Versions of Big Companies
  • 10. The Startup Curve Before Startup Source: Paul Graham; avc.com Time Happiness
  • 11. The Startup Curve Before Startup Source: Paul Graham; avc.com Time Happiness Initial Enthusiasm
  • 12. The Startup Curve Before Startup Source: Paul Graham; avc.com Time Happiness Initial Enthusiasm Reality Sets In
  • 13. The Startup Curve Before Startup Source: Paul Graham; avc.com Time Happiness Initial Enthusiasm Reality Sets In TROUGH OF SORROW Experimenting & Pivoting
  • 14. The Startup Curve Before Startup Source: Paul Graham; avc.com Time Happiness Initial Enthusiasm Reality Sets In TROUGH OF SORROW Experimenting & Pivoting Starts Working
  • 15. The Startup Curve Initial Enthusiasm Reality Sets In TROUGH OF SORROW Before Startup Scale Product/ Market Fit! Starts Working Experimenting & Pivoting Source: Paul Graham; avc.com Time Happiness
  • 19. Principles of Lean Startup 1 Minimum Viable Products 2 Pivots 3 Early Adopters
  • 21. 1. Minimum Viable Products
  • 26. Now for the good stuff…
  • 27. EXPERIMENT = MVP 1 Hypothesis 2 Riskiest Assumption 3 Method 4 Success Criteria
  • 28. 1. Hypothesis “I BELIEVE customer HAS A PROBLEM WITH problem.”
  • 33. Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE
  • 34. EXPERIMENT = MVP 1 Hypothesis 2 Riskiest Assumption 3 Method 4 Success Criteria
  • 36. Free Download at Javelin.com
  • 37. experiment. Experiments Customer Problem Solution Riskiest Assumption Success Criterion Result & Decision 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min OZVS]PUNTime Limit: 5 Min Time Limit: 10 Min Hypothesis: will result . Assumption: the least core to the VESPA BUYERS CRAIGSLIST RELYING ON OIL CARE ABOUT ENVIRON-MENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING!
  • 39. Problem Solution Riskiest Assumption Success Criterion Result Decision Learning Limit: 5 Min Limit: 10 Min result least to the is... # of strong customers. CARE ABOUT ENVIRON-MENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING! 0/20 INVALID ! PIVOT! SKINNY TIE ! BUYING LIFESTYLE
  • 40. experiment. Experiments Customer Problem Solution Riskiest Assumption Success Criterion Result 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min Hypothesis: will result least VESPA BUYERS CRAIGSLIST RELYING ON OIL CARE ABOUT ENVIRON-MENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING! DIFFICULT COMMUTE SEEING BENEFIT SAFETY ONE-PAGER + TRIAL NO VESPA FRIENDS INTERVIEW 8 / 10
  • 42. Solution Riskiest Assumption Success Criterion Result Decision Learning Limit: 5 Min Limit: 10 Min result least to the is... of strong CARE ABOUT ENVIRON-MENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING! 0/20 INVALID ! PIVOT! SKINNY TIE ! BUYING LIFESTYLE NO VESPA FRIENDS INTERVIEW 8 / 10 5/10 INVALID ! PIVOT! “SCOOTER PERSON” LIFESTYLE RISK
  • 43. experiment. Experiments Customer Problem Solution Riskiest Assumption Success Criterion Result 1 2 3 4 5 Time Limit: 5 Min Time Limit: 5 Min Time Limit: 5 Min Time Limit: 10 Min Hypothesis: will result least core to the VESPA BUYERS CRAIGSLIST RELYING ON OIL CARE ABOUT ENVIRON-MENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING! DIFFICULT COMMUTE SEEING BENEFIT SAFETY ONE-PAGER + TRIAL NO VESPA FRIENDS INTERVIEW 8 / 10 DIFFICULT COMMUTE TOO EXPENSIVE IDENTITY RISK RENT VESPA BEFORE BUY PAY $250 / MONTH SELL 15 EMAILS 2 HOURS
  • 45. Solution Riskiest Assumption Success Criterion Result Decision Learning 5 Min 10 Min result least the strong CARE ABOUT ENVIRON-MENT INTERVIEW 5 / 20 GET OUT OF THE BUILDING! 0/20 INVALID ! PIVOT! SKINNY TIE ! BUYING LIFESTYLE NO VESPA FRIENDS INTERVIEW 8 / 10 5/10 INVALID ! PIVOT! “SCOOTER PERSON” LIFESTYLE RISK PAY $250 / MONTH SELL 15 EMAILS 2 HOURS 50 VALID ! PERSEVERE! ALL CAPS ! JUMPING SEAT
  • 48. RISKIEST ASSUMPTIONS 1 Is there demand in other cities? 2 Is there demand abroad? 3 Are people satisfied with the method? 4 Can we do workshops frequently enough?
  • 53. KEY METRICS 1 Pain 2 Customer Acquisition Cost 3 Margin / Virality 44 Market Size
  • 54. “I don’t look for five-foot fences to jump over, I look for one-foot fences to step over.” -Warren Buffet
  • 55. RISKIEST ASSUMPTIONS 1 Four Key Metrics? 2 Will they launch a page? 3 Will they place an ad? 4 Can we acquire 500 paid users?
  • 56. Questions? Trevor Owens Founder QuickMVP Lean Startup Machine @TO Thue Madsen Marketing Associate KISSmetrics @ThueLMadsen
  • 57. THANK YOU Trevor Owens Founder, QuickMVP Lean Startup Machine