March 2014 Experiments for Recruit

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Experiments Workshop for Recruit

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March 2014 Experiments for Recruit

  1. 1. Learn-Measure-Build Craft Useful Experiments By Running Backwards Jason Fraser & Janice Fraser February 2014
  2. 2. LUXR.CO JUNE 2012
  3. 3. LUXR.CO JUNE 2012 TWEET! #LeanStartup @clevergirl @luxrco
  4. 4. © 2013 LUXr Incorporated, www.luxr.co June & Pete’s Wedding Cake
  5. 5. © 2013 LUXr Incorporated, www.luxr.co http://saptstrength.com/ Pete June
  6. 6. © 2013 LUXr Incorporated, www.luxr.co April http://saptstrength.com/ May June July August
  7. 7. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com
  8. 8. © 2013 LUXr Incorporated, www.luxr.co freebestpictures.blogspot.com
  9. 9. © 2013 LUXr Incorporated, www.luxr.co thekitchn.com
  10. 10. © 2013 LUXr Incorporated, www.luxr.co Zoe Clark, The Cake Parlour
  11. 11. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com Zoe Clark, The Cake Parlour
  12. 12. © 2013 LUXr Incorporated, www.luxr.co LEAN Startup
  13. 13. © LUXR.CO APRIL 2013 LEAN Startup
  14. 14. © LUXR.CO APRIL 2013 Build measure learn!
  15. 15. © LUXR.CO APRIL 2013
  16. 16. © LUXR.CO 2013 Lean Startup is NOT Cheap Startup Fast Startup Shortcut Startup
  17. 17. © LUXR.CO APRIL 2013 An approach for building companies that are creating new products and services in situations of extreme uncertainty. The approach advocates creating small products that test the entrepreneurʼs assumptions, and using customer feedback to evolve the product, thereby reducing waste. Lean Startup is...
  18. 18. © LUXR.CO APRIL 2013 1. List your assumptions. 2. Understand your customers. 3. Experiment efficiently. 4. Adjust direction based on evidence.
  19. 19. © LUXR.CO APRIL 2013 1. List your assumptions. 2. Understand your customers. 3. Experiment efficiently. 4. Adjust direction based on evidence.
  20. 20. © LUXR.CO APRIL 2013 Go backward to go forward. Learn Measure Build
  21. 21. © LUXR.CO 2013 Plot the difference THINK release MAKE release MAKE release MAKE RISK=UNVALIDATEDEFFORT TIME
  22. 22. © LUXR.CO 2013 Lots of little wigglesRISK=UNVALIDATEDEFFORT TIME
  23. 23. © LUXR.CO 2013 RISK=UNVALIDATEDEFFORT TIME Each wiggle is a learning cycle. MAKE releaseBUILD LEARN BUILD MEASURE
  24. 24. LUXR.CO JUNE 2012 There’s a pattern to startup work: ideation decision making ideation etc.
  25. 25. LUXR.CO JUNE 2012 In foolproof experiments, the results should be self- evident.
  26. 26. LUXR.CO JUNE 2012 1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn. 2. Understand the possible answers. 3. Brainstorm “what you could do to prove it”. 4. Choose the most broadly differentiated set of indicators. 5. Run the experiment. 6. Write down the results...on a sheet of paper. 7. Project the results into your future. 7 steps to foolproof experiments
  27. 27. LUXR.CO JUNE 2012 The Workshop
  28. 28. LUXR.CO JUNE 2012 Product What is the product weʼre working on? Today’s Challenge
  29. 29. LUXR.CO JUNE 2012 A Real Product What is the product weʼre working on? Weʼre going to make a Business Canvas. Today’s Challenge
  30. 30. LUXR.CO JUNE 2012 ENGINE OF GROWTH VALUE STREAM & MARKET STAKEHOLDERS DISTRIBUTION COSTREVENUE PROBLEM CUSTOMER SOLUTION VALUE PROP 1-Viral 2-Sticky 3-Paid 1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
  31. 31. LUXR.CO JUNE 2012 {Activity} Identify assumptions 10 assumptions, 1 per sticky
  32. 32. LUXR.CO JUNE 2012 {Activity} Divide into 2 piles Will kill the company in the next 6 months if weʼre wrong Everything else
  33. 33. LUXR.CO JUNE 2012 {Activity} Review & de-dupe
  34. 34. LUXR.CO JUNE 2012 {Activity} Stack rank the urgents
  35. 35. LUXR.CO JUNE 2012 {Activity} Pick the top one
  36. 36. LUXR.CO JUNE 2012 ✓ Choose the problem to tackle. Clarify what’s uncertain, what you need to learn. 2. Understand the possible answers. Your Top Risk People don’t like my product. Possible Answers Don’t like it. Do like it. “Meh.”
  37. 37. LUXR.CO JUNE 2012 ✓ Choose the problem to tackle. Clarify what’s uncertain, what you need to learn. ✓ Understand the possible answers. 3. Brainstorm “what you could do to prove it”. 7 steps to foolproof experiments
  38. 38. LUXR.CO JUNE 2012 Experiment Framework For Example: We believe people like [customer type] have a need for (or problem doing) [need/action/behavior]. The smallest thing we can do to prove that need is [experiment]. We will know we have succeeded when [quantitative/ measurable outcome] or [qualitative/observable outcome]. Every experiment has three parts: 1. Hypothesis that is provable/disprovable 2. The experiment itself; the thing you build 3. An indicator of result
  39. 39. LUXR.CO JUNE 2012 {Activity} Design an experiment to learn if this is true. we believe that ________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ __________________________ Briefly describe it. State how you will know if the hypothesis is valid or invalid. This can be quantitative evidence or qualitative. How much time/money/effort will it take?
  40. 40. LUXR.CO JUNE 2012 {Activity} Discuss, then pick the experiment to run. we believe that ________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ ____________ in 2 days. Decide we believe that ________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ ____________ in 2 weeks. we believe that ________________ _________________________________ ________________________________ ________________________________ ________________________________ _______________________________ _______________________________ ____________ in 2 months. ✔
  41. 41. LUXR.CO JUNE 2012 ✓ Choose the problem to tackle. Clarify what’s uncertain, what you need to learn. ✓ Understand the possible answers. ✓ Brainstorm “what you could do to prove it”. 4. Choose the most broadly differentiated set of indicators. 7 steps to foolproof experiments TODAY: Choose an experiment you can do from this room. Not a survey.
  42. 42. LUXR.CO JUNE 2012 Experiments that were designed assumption experiment measurable/observable outcome busy people need a service to help them get menial stuff done fb ad, neighborhood targeting presents an offer, landing page. Phone number or tweet. No out of pocket cost. 10% ctr on ad, 10% ctr on landing page. 2 days busy people need a service to help them get menial stuff done find busy people (in offices). Set up a “shop”. Sit in their reception and see if we can get jobs. Prevail upon friend who runs 300-person company 5% of employees will make a hire. 1 repeat booking 2 wks busy people need a service to help them get menial stuff done ad in 10 different offices, diff types of companies 2 weeks.
  43. 43. LUXR.CO JUNE 2012 Yusuke Tell your MVP Story!
  44. 44. LUXR.CO JUNE 2012 1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn. 2. Understand the possible answers. 3. Brainstorm “what you could do to prove it”. 4. Choose the most broadly differentiated set of indicators. 5. Run the experiment. 6. Write down the results...on a sheet of paper. 7. Project the results into your future. 7 steps to foolproof experiments
  45. 45. LUXR.CO JUNE 2012 What did you learn? Top 5 things {Debrief}
  46. 46. LUXR.CO JUNE 2012 Design the next experiment: 2 days, 2 weeks, 2 months {Next Steps}
  47. 47. LUXR.CO JUNE 2012 What’s the right size for the experiment? {Choose}
  48. 48. LUXR.CO JUNE 2012 Techniques Checklist • Brainstorm quietly • Use Sticky Notes for ideas • Self-Edit • Go to the wall for team sharing • Stack-ranking • Roman Voting • Right-Sizing the work
  49. 49. LUXR.CO JUNE 2012 FISHBOWL

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