Lean MachinesMarketplace Building at Pollenizer
What is Lean?
Principles
Sell something first
Sell something first
Sell something firstFacebook event + fan   1000 dresses uploaded       page
Constraint is good               http://www.flickr.com/photos/hippie/2475795533/
Constraint is goodLimited resources =   Accountability tocreative marketing         fans
ShareC r a p
ShareI shared my vision in a public event on It was viewed by 40,000+ people. That’s pretty public.
Execute. Repeat        Measure                      HypothesisBuild                  Design
Slightly embarrasing“Usage is like oxygen for ideas. You can never fullyanticipate how an audience is going to react tosom...
Slightly embarrasing“If you’re not somewhat embarrassed by your 1.0product launch, then you’ve released too late.” ReidHof...
Slightly embarrasing
Slightly embarrasingBuggy   1 category   Webcam                     videos
Manual Testing and     Experimentation              Testing            assumptions        +                     =     SOLD...
Manual Testing and         Experimentation                Testing              assumptions          +                 =Bri...
Manual Testing and Experimentation   Where to begin?
Don’t build it until you        need it                 Comprehensive search
Don’t build it until you        need it
You are wrong. Probably
You are wrong. Probably
You are wrong. Probably Manual solution                   Automatic solution
You are wrong. Probably
You are wrong. ProbablyCare factor = 0
Perfect the Model
Thanks. Questions?•   Phil Morle    •   phil@pollenizer.com    •   @pmorle•   Nikki Durkin    •   nikki@99dresses.com    •...
Lean machines   99dresses and Spreets
Lean machines   99dresses and Spreets
Lean machines   99dresses and Spreets
Lean machines   99dresses and Spreets
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Lean machines 99dresses and Spreets

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Presentation at Yahoo7 to support a talk on how Pollenizer launches new market place web businesses using #leanstartup principles. Won't make a huge amount of sense if you were not there :)

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  • Pollenizer\nPhil\nNikki\nSpreets\n99dresses\n
  • What is Pollenizer?\nInvestment Problem \nValidation\n
  • Lean is how we validate - get to show momentum and reduce risk\n“Lean” not cheap. (survive drought, reacts, fast, smart)\nCustomer and product - brings ‘agile’ to the rest of the business\nRelease early release often - test - \n\n
  • Group buying\nSelling more than our competitors - for example, we sold out a couple of nights of Fame in one day\n\n
  • \n
  • \n
  • Some principles with stories from Spreets and 99dresses\n
  • Lamington test in bootcamps\nEven if you are an engineer... try this... in some way.... let everyone on the team try it....\nExplain the product and why it is useful...\n
  • \n
  • \n
  • SPREETS\nTime and money are good.\nTime bursts for the business - Release by Feb 8th (4th)\nStarted with Pollenizer friends\nThen the restaurant next door\nThen Sydney\netc\n\nOne Month "Capacity to execute" set metrics...\n\n99 DRESSES\n\nLimited resources – started with just dresses\nWe weren’t releasing until we had 1000 dresses uploaded in the wardrobe\n\n\n\n\n
  • \n
  • In context of execution - includes looking in people’s eyes, finding partners, etc\n
  • \n
  • A big idea is important but execution is where it counts. \nThat way you learn quicker\nIts in the details that you get customers?\nHow quickly do you release?\n\n\n\nSPREETS\n\n2 releases per day at first. Now about 1 per week.\nOne year ago today we talked about it.\n1 day later we had sold our first deals\n7 weeks later we were live.\nToday the business generates millions of dollars per month\n\nSpreets, Ouffer, JumpOnIt, Scoopon, Cudo\n\n
  • \n
  • Show growth of the sites - show friendorse?\nUsage is like oxygen for ideas. You can never fully anticipate how an audience is going to react to something you’ve created until it’s out there. That means every moment you’re working on something without it being in the public it’s actually dying, deprived of the oxygen of the real world.\n\n http://money.cnn.com/2009/08/24/technology/linkedin_reid_hoffman.fortune/index.htm As Reid Hoffman said: “If you’re not somewhat embarrassed by your 1.0 product launch, then you’ve released too late“.\n
  • Spreets was scrappy\n Architecture was hard to get back on top of after we launched but speed was more important\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • No spreets vouchers until we had sold some. Before this we manually cut and pasted emails and learned what we needed...\n
  • Think you know what they want\nCustomers before product\nValidate first\n99dresses - Facebook\n
  • Think you know what they want\nCustomers before product\nValidate first\n99dresses - Facebook\n
  • \n
  • \n
  • \n
  • Spreets - \nLevers - what to adjust before we would people send on? Adsense, facebook ads, \nWhat we could not sell\n\nWe held back... others raced ahead and now all th emoney in the world can't help.\n\nThen we threw 2 million at it.\n\n99dresses?\n
  • \n
  • Lean machines 99dresses and Spreets

    1. 1. Lean MachinesMarketplace Building at Pollenizer
    2. 2. What is Lean?
    3. 3. Principles
    4. 4. Sell something first
    5. 5. Sell something first
    6. 6. Sell something firstFacebook event + fan 1000 dresses uploaded page
    7. 7. Constraint is good http://www.flickr.com/photos/hippie/2475795533/
    8. 8. Constraint is goodLimited resources = Accountability tocreative marketing fans
    9. 9. ShareC r a p
    10. 10. ShareI shared my vision in a public event on It was viewed by 40,000+ people. That’s pretty public.
    11. 11. Execute. Repeat Measure HypothesisBuild Design
    12. 12. Slightly embarrasing“Usage is like oxygen for ideas. You can never fullyanticipate how an audience is going to react tosomething you’ve created until it’s out there. Thatmeans every moment you’re working on somethingwithout it being public it’s actually dying, deprived ofoxygen in the real world.” Matt Mullenweg - Wordpress
    13. 13. Slightly embarrasing“If you’re not somewhat embarrassed by your 1.0product launch, then you’ve released too late.” ReidHoffman - LinkedIn Founder
    14. 14. Slightly embarrasing
    15. 15. Slightly embarrasingBuggy 1 category Webcam videos
    16. 16. Manual Testing and Experimentation Testing assumptions + = SOLD!Dress Email with Assumption Paypal button proven
    17. 17. Manual Testing and Experimentation Testing assumptions + =Brief Friends Assumption proven
    18. 18. Manual Testing and Experimentation Where to begin?
    19. 19. Don’t build it until you need it Comprehensive search
    20. 20. Don’t build it until you need it
    21. 21. You are wrong. Probably
    22. 22. You are wrong. Probably
    23. 23. You are wrong. Probably Manual solution Automatic solution
    24. 24. You are wrong. Probably
    25. 25. You are wrong. ProbablyCare factor = 0
    26. 26. Perfect the Model
    27. 27. Thanks. Questions?• Phil Morle • phil@pollenizer.com • @pmorle• Nikki Durkin • nikki@99dresses.com • @99dresses

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