Eric Ries - The lean startup

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Eric Ries - The lean startup

  1. 1. The Lean Startup #leanstartup<br />Eric Ries (@ericries)<br />http://StartupLessonsLearned.com<br />
  2. 2.
  3. 3. Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />Validated Learning<br />Build – Measure - Learn<br />Innovation Accounting<br />
  4. 4. Lean Startup Principles<br />Entrepreneurs are everywhere<br />
  5. 5. What is a startup?<br /><ul><li>A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty.
  6. 6. Nothing to do with size of company, sector of the economy, or industry</li></li></ul><li>What is a startup?<br />STARTUP <br />=<br />EXPERIMENT<br />
  7. 7. STOPWASTINGPEOPLE’STIME<br />
  8. 8. Most Startups Fail<br />
  9. 9. Most Startups Fail<br />
  10. 10. Most Startups Fail<br />
  11. 11. Who to Blame<br /><ul><li>Father of scientific management</li></ul>Study work to find the best way<br />Management by exception<br />Standardize work into tasks<br />Compensate workers based on performance<br />“In the past, the man was first. In the future, the system will be first.” (1911)<br />Frederick Winslow Taylor<br />(1856 – 1915)<br />
  12. 12. Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />
  13. 13. Entrepreneurship is management<br /><ul><li>Our goal is to create an institution, not just a product
  14. 14. Traditional management practices fail</li></ul>- “general management” as taught to MBAs<br /><ul><li>Need practices and principles geared to the startup context of extreme uncertainty
  15. 15. Not just for “two guys in a garage”</li></li></ul><li>The Pivot<br />
  16. 16. I’<br />
  17. 17. The Pivot<br /><ul><li>What do successful startups have in common?
  18. 18. They started out as digital cash for PDAs, but evolved into online payments for eBay.
  19. 19. They started building BASIC interpreters, but evolved into the world's largest operating systems monopoly.
  20. 20. They were shocked to discover their online games company was actually a photo-sharing site.
  21. 21. Pivot: change directions but stay grounded in what we’ve learned. </li></li></ul><li>Speed Wins<br />If we can reduce the time between pivots<br />We can increase our odds of success<br />Before we run out of money<br />
  22. 22. Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />Validated Learning<br />
  23. 23. Traditional Product DevelopmentUnit of Progress: Advance to Next Stage<br />Waterfall<br />Requirements<br />Specifications<br />Design<br />Problem: known<br />Solution:known<br />Implementation<br />Verification<br />Maintenance<br />
  24. 24. Achieving Failure<br /><ul><li>If we’re building something nobody wants, what does it matter if we accomplish it:</li></ul>On time?<br />On budget?<br />With high quality?<br />With beautiful design?<br /><ul><li>Achieving Failure = successfully executing a bad plan </li></li></ul><li>The Lean Revolution<br />W. Edwards Deming<br />(1900 – 1993)<br />TaiichiOhno - 大野 耐<br />(1912 – 1990)<br />“The customer is the most important part of the production line.” -Deming<br />
  25. 25. Agile Product DevelopmentUnit of Progress: A line of Working Code<br />“Product Owner” or in-house customer<br />Problem: known<br />Solution:unknown<br />Kent Beck<br />(still alive)<br />
  26. 26. Lean StartupUnit of Progress: Validated Learning<br />Steve Blank<br />(still alive)<br />Customer Development<br />Hypotheses, Experiments,<br />Insights<br />Problem:unknown<br />Data, Feedback,<br />Insights<br />Solution:unknown<br />Agile Development<br />
  27. 27. Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />Validated Learning<br />Build – Measure - Learn<br />
  28. 28. Minimize TOTAL time through the loop<br />
  29. 29. There’s much more…<br />Build Faster<br />Unit Tests<br />Usability Tests<br />Continuous Integration<br />Incremental Deployment<br />Free & Open-Source<br />Cloud Computing<br />Cluster Immune System<br />Just-in-time Scalability<br />Refactoring<br />Developer Sandbox<br />Minimum Viable Product<br />Learn Faster<br />Split Tests<br />Customer Development<br />Five Whys<br />Customer Advisory Board<br />Falsifiable Hypotheses<br />Product Owner<br />Accountability<br />Customer Archetypes<br />Cross-functional Teams<br />Semi-autonomous Teams<br />Smoke Tests<br />Measure Faster<br />Funnel Analysis<br />Cohort Analysis<br />Net Promoter Score<br />Search Engine Marketing<br />Predictive Monitoring<br />Measure Faster<br />Split Tests<br />Continuous Deployment<br />Usability Tests<br />Real-time Monitoring & Alerting<br />Customer Liaison<br />
  30. 30. Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />Validated Learning<br />Build – Measure - Learn<br />Innovation Accounting<br />
  31. 31. Innovation AccountingThe Three Learning Milestones<br />Establish the baseline<br /><ul><li>Build a Minimum Viable Product (MVP)
  32. 32. Measure how customers behave right now</li></ul>Tune the engine<br />- Experiment to see if we can improve metrics from the baseline towards the ideal <br />Pivot or persevere<br />- When experiments reach diminishing returns, it’s time to pivot. <br />
  33. 33. Questions<br />How do we know when to pivot?<br />Vision or Strategy or Product?<br />What should we measure?<br />How do products grow?<br />Are we creating value?<br />What’s in the MVP?<br />Can we go faster?<br />
  34. 34.
  35. 35. Thanks!<br /><ul><li>Buy the book @ http://lean.st
  36. 36. Startup Lessons Learned Blog
  37. 37. http://StartupLessonsLearned.com
  38. 38. Getting in touch (#leanstartup)
  39. 39. http://twitter.com/ericries
  40. 40. eric@theleanstartup.com
  41. 41. Additional resources
  42. 42. NEW: http://theleanstartup.com
  43. 43. SLLCONF 2011: http://sllconf.comMay 23 in SF</li></li></ul><li>
  44. 44. Myth #1<br />Myth<br />Lean means cheap. Lean startups try to spend as little money as possible.<br />Truth The Lean Startup method is not about cost, it is about speed. <br />
  45. 45. Myth #2<br />Myth<br />The Lean Startup is only for Web 2.0/internet/consumer software companies.<br />Truth The Lean Startup applies to all companies that face uncertainty about what customers will want. <br />
  46. 46. Myth #3<br />Myth<br />Lean Startups are small bootstrapped startups.<br />Truth Lean Startups are ambitious and are able<br /> to deploy large amounts of capital. <br />
  47. 47. Myth #4<br />Myth<br />Lean Startups replace vision with dataor customer feedback.<br />Truth Lean Startups are driven by a compelling vision, and are rigorous about testing each element of this vision<br />
  48. 48. Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />Validated Learning<br />Build – Measure - Learn<br />Innovation Accounting<br />
  49. 49. Minimum Viable Product<br /><ul><li>Visionary customers can “fill in the gaps” on missing features, if the product solves a real problem
  50. 50. Allows us to achieve a big vision in small increments without going in circles
  51. 51. Requires a commitment to iteration
  52. 52. MVP is only for BIG VISION products; unnecessary for minimal products.</li></li></ul><li>Continuous Deployment<br />Learn Faster<br />Customer Development<br />Five Whys<br />Build Faster<br />Continuous Deployment<br />Small Batches<br />Minimum Viable Product<br />Refactoring<br />Measure Faster<br />Split Testing<br />Actionable Metrics<br />Net Promoter Score<br />SEM <br />
  53. 53. Continuous Deployment Principles<br />Have every problem once<br />Stop the line when anything fails<br />Fast response over prevention<br />
  54. 54. Continuous Deployment<br /><ul><li>Deploy new software quickly
  55. 55. At IMVU time from check-in to production = 20 minutes
  56. 56. Tell a good change from a bad change (quickly)
  57. 57. Revert a bad change quickly
  58. 58. And “shut down the line”
  59. 59. Work in small batches
  60. 60. At IMVU, a large batch = 3 days worth of work
  61. 61. Break large projects down into small batches</li></li></ul><li>Cluster Immune SystemWhat it looks like to ship one piece of code to production:<br /><ul><li>Run tests locally (SimpleTest, Selenium)
  62. 62. Everyone has a complete sandbox
  63. 63. Continuous Integration Server (BuildBot)
  64. 64. All tests must pass or “shut down the line”
  65. 65. Automatic feedback if the team is going too fast
  66. 66. Incremental deploy
  67. 67. Monitor cluster and business metrics in real-time
  68. 68. Reject changes that move metrics out-of-bounds
  69. 69. Alerting & Predictive monitoring (Nagios)
  70. 70. Monitor all metrics that stakeholders care about
  71. 71. If any metric goes out-of-bounds, wake somebody up
  72. 72. Use historical trends to predict acceptable bounds
  73. 73. When customers see a failure
  74. 74. Fix the problem for customers
  75. 75. Improve your defenses at each level</li></li></ul><li>Minimum Viable Product<br />Learn Faster<br />Customer Development<br />Five Whys<br />Build Faster<br />Continuous Deployment<br />Small Batches<br />Minimum Viable Product<br />Refactoring<br />Measure Faster<br />Split Testing<br />Actionable Metrics<br />Net Promoter Score<br />SEM <br />
  76. 76. Why do we build products?<br /><ul><li>Delight customers
  77. 77. Get lots of them signed up
  78. 78. Make a lot of money
  79. 79. Realize a big vision; change the world
  80. 80. Learn to predict the future</li></li></ul><li>Possible Approaches<br /><ul><li>“Maximize chances of success”
  81. 81. build a great product with enough features that increase the odds that customers will want it
  82. 82. Problem: no feedback until the end, might be too late to adjust
  83. 83. “Release early, release often”
  84. 84. Get as much feedback as possible, as soon as possible
  85. 85. Problem: run around in circles, chasing what customers think they want</li></li></ul><li>Minimum Viable Product<br /><ul><li>The minimum set of features needed to learn from earlyvangelists – visionary early adopters
  86. 86. Avoid building products that nobody wants
  87. 87. Maximize the learning per dollar spent
  88. 88. Probably much more minimum than you think!</li></li></ul><li>Minimum Viable Product<br /><ul><li>Visionary customers can “fill in the gaps” on missing features, if the product solves a real problem
  89. 89. Allows us to achieve a big vision in small increments without going in circles
  90. 90. Requires a commitment to iteration
  91. 91. MVP is only for BIG VISION products; unnecessary for minimal products.</li></li></ul><li>Techniques<br /><ul><li>Smoke testing with landing pages, AdWords
  92. 92. SEM on five dollars a day
  93. 93. In-product split testing
  94. 94. Paper prototypes
  95. 95. Customer discovery/validation
  96. 96. Removing features (“cut and paste”)</li></li></ul><li>Fears<br /><ul><li>False negative: “customers would have liked the full product, but the MVP sucks, so we abandoned the vision”
  97. 97. Visionary complex: “but customers don’t know what they want!”
  98. 98. Too busy to learn: “it would be faster to just build it right, all this measuring distracts from delighting customers”</li></li></ul><li>Five Whys<br />Learn Faster<br />Five Whys Root<br />Cause Analysis<br />Code Faster<br />Continuous Deployment<br />Measure Faster<br />Rapid Split Tests<br />
  99. 99. Five Whys Root Cause Analysis<br /><ul><li>A technique for continuous improvement of company process.
  100. 100. Ask “why” five times when something unexpected happens.
  101. 101. Make proportional investments in prevention at all five levels of the hierarchy.
  102. 102. Behind every supposed technical problem is usually a human problem. Fix the cause, not just the symptom.</li></li></ul><li>Rapid Split Tests<br />Learn Faster<br />Five Whys Root<br />Cause Analysis<br />Code Faster<br />Continuous Deployment<br />Measure Faster<br />Rapid Split Tests<br />
  103. 103. Split-testing all the time<br /><ul><li>A/B testing is key to validating your hypotheses
  104. 104. Has to be simple enough for everyone to use and understand it
  105. 105. Make creating a split-test no more than one line of code:</li></ul>if( setup_experiment(...) == "control" ) {<br /> // do it the old way<br />} else {<br /> // do it the new way<br />}<br />
  106. 106. The AAA’s of Metrics<br /><ul><li>Actionable
  107. 107. Accessible
  108. 108. Auditable</li></li></ul><li>Measure the Macro<br /><ul><li>Always look at cohort-based metrics over time
  109. 109. Split-test the small, measure the large</li></li></ul><li>Lean Startup Principles<br />Entrepreneurs are everywhere<br />Entrepreneurship is management<br />Validated Learning<br />Innovation Accounting<br />
  110. 110. Minimum Viable Product<br /><ul><li>The minimum set of features needed to learn from earlyvangelists – visionary early adopters
  111. 111. Avoid building products that nobody wants
  112. 112. Maximize the learning per dollar spent
  113. 113. Probably much more minimum than you think!</li></li></ul><li>Minimum Viable Product<br /><ul><li>Visionary customers can “fill in the gaps” on missing features, if the product solves a real problem
  114. 114. Allows us to achieve a big vision in small increments without going in circles
  115. 115. Requires a commitment to iteration
  116. 116. MVP is only for BIG VISION products; unnecessary for minimal products.</li></li></ul><li>Split-testing all the time<br /><ul><li>A/B testing is key to validating your hypotheses
  117. 117. Has to be simple enough for everyone to use and understand it
  118. 118. Make creating a split-test no more than one line of code:</li></ul>if( setup_experiment(...) == "control" ) {<br /> // do it the old way<br />} else {<br /> // do it the new way<br />}<br />
  119. 119. The AAA’s of Metrics<br /><ul><li>Actionable
  120. 120. Accessible
  121. 121. Auditable</li></li></ul><li>Measure the Macro<br /><ul><li>Always look at cohort-based metrics over time
  122. 122. Split-test the small, measure the large</li></li></ul><li>I’<br />

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