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‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | what i...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Market...
‘Running a startup is like being punched in the face repeatedly, but working for a large company is like being
waterboarde...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Market...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Compet...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Compet...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Featur...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Key me...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Detail...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Indire...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Detail...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Market...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Find t...
‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’
Chris Dixon. Co-Founder, Hunch
Laun...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Agenda...
Launch48 | Build measure learn
‘When people are placed in positions slightly above what they expect, they are apt to excel...
‘Markets come and go. Good businesses don’t.’
Fred Wilson. Co-Founder, Union Square Ventures
Launch48 | Idea
‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’
Chris Dixon. Co-Founder, Hunch
Laun...
‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | MVP To...
‘Markets come and go. Good businesses don’t.’
Fred Wilson. Co-Founder, Union Square Ventures
Launch48 | Measure
‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’
Chris Dixon. Co-Founder, Hunch
Laun...
‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’
Chris Dixon. Co-Founder, Hunch
Laun...
Business Model Canvas | Customer segments
‘You need to be surrounded by good advisors but you also have to trust your inst...
‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’
Chris Dixon. Co-Founder, Hunch
Laun...
‘The lean startup method is not about cost, it is about speed.’
Eric Ries. Blogger
Launch48 | Group work
Plan out you first...
‘Don’t let people tell you your ideas are stupid - if you’re really passionate about something, find a way to build it.’
De...
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002 customer & market research

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002 customer & market research

  1. 1. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | what is? Market research
  2. 2. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Market research •TAM, SAM, TM •Competitor analysis
  3. 3. ‘Running a startup is like being punched in the face repeatedly, but working for a large company is like being waterboarded.’ Paul Graham. Co-Founder, Y Combinator Launch48 | TAM Total Addressable Market Served available market Target market
  4. 4. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Market research How do I find this?
  5. 5. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Competition Competition
  6. 6. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Competition •An understanding of the number of competitors. •Competitor strengths & weaknesses. •Business models & pricing. •Marketing strategies. •Prove or disprove your unique selling points.
  7. 7. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Feature analysis Your product Compet 1 Compet 2 Feature 1 Yes Yes Yes Feature 2 No Yes No Feature 3 Yes Yes No Feature 4 Unlimited 10 users 2 Users Feature 5 $9.99 $14.99 $3.99
  8. 8. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Key metrics •Revenue & profit •Active users per month •Unique visitors •Investment raised •Customers acquired (paid for) •Average customer retention period •Lifetime value of a customer •Cost per acquisition •Social media following
  9. 9. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Detailed Analysis Frooly.com is very similar to Company X, but Frroly charges a monthly fee to store owners. Here is some detailed analysis on their progress to date: • Launched August 2010 •1300 products •300 stores active •Average of 26 products per store •Revenue £1,800 per month (based on £6 per store * 300 active stores) •Growth of 31 stores per month
  10. 10. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Indirect competition Indirect competition
  11. 11. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Detailed Analysis Barriers to Entry
  12. 12. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Market research How do I find this?
  13. 13. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Find this Web traffic analysis trends.google.com/websites Web Traffic analysis www.alexa.com Company structure & revenues www.duedil.com Twitter follower comparisons followerwonk.com/compare/ Competitor search www.crunchbase.com Patent & TM search www.ipo.gov.uk/ See who works for them linkedin.com
  14. 14. ‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’ Chris Dixon. Co-Founder, Hunch Launch48 LaunchPad | Week 2 Questions?
  15. 15. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | Agenda Customer research
  16. 16. Launch48 | Build measure learn ‘When people are placed in positions slightly above what they expect, they are apt to excel.’ Richard Branson. Chairman, Virgin Group
  17. 17. ‘Markets come and go. Good businesses don’t.’ Fred Wilson. Co-Founder, Union Square Ventures Launch48 | Idea
  18. 18. ‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’ Chris Dixon. Co-Founder, Hunch Launch48 LaunchPad | Week 2 MVP
  19. 19. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’ Tony Hseih. Co-Founder, Zappos Launch48 | MVP Tools •Launchrock.co •Trigger.io •Phonegap •App Cooker (drag and drop app building) •Twitter Bootstrap •Mailchimp
  20. 20. ‘Markets come and go. Good businesses don’t.’ Fred Wilson. Co-Founder, Union Square Ventures Launch48 | Measure
  21. 21. ‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’ Chris Dixon. Co-Founder, Hunch Launch48 LaunchPad | Week 2 Measure
  22. 22. ‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’ Chris Dixon. Co-Founder, Hunch Launch48 LaunchPad | Week 2
  23. 23. Business Model Canvas | Customer segments ‘You need to be surrounded by good advisors but you also have to trust your instinct.’ Chris Hughes. Co-Founder, Facebook • Age: 26 • Profession: PR • Marital status: engaged Spends her time: • Work: 40 hours per week. • Leisure: •Tennis: 2 hours per week. • Pub: 3 hours at the weekend with friends. Online time: • Email: mainly work - 300 emails per week. • Social: •Facebook: mobile • Pinterest: Fashion bloggers •Twitter: only for work.
  24. 24. ‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’ Chris Dixon. Co-Founder, Hunch Launch48 LaunchPad | Week 2 Questions?
  25. 25. ‘The lean startup method is not about cost, it is about speed.’ Eric Ries. Blogger Launch48 | Group work Plan out you first feedback loop (30 mins)
  26. 26. ‘Don’t let people tell you your ideas are stupid - if you’re really passionate about something, find a way to build it.’ Dennis Crowley. Co-Founder, Foursquare Danke.Grazie.Shukran. Merci.Takk.Xie xie.Toda. Thanks. @launch48 Choose your journey. Fin | End

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