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What is Lean?"Lean Startup" is an approach for launchingbusinesses and products, that relies on validatedlearning, scientific experimentation, anditerative product releases to shorten productdevelopment cycles, measure progress, and gainvaluable customer feedback.- Wikipedia

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What is Lean?"Lean Startup” is a process for validating andinvalidating your assumptions as quickly aspossible to discover and deliver what peopleactually want.- Me

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It Starts With a Vision

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It Starts With a Vision

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It Starts With a Vision

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It Starts With a Vision

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Too Often Startups Build This...

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When Customers Really Want This...

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Customer Needs and Pains Are EverywhereQualitative• Customer Interviews• Support Emails/Chat• Twitter Stalking• Behavior Observation• Competitors• Usability StudiesQuantitative• Internal Data• External Data• Surveys

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Foundation of Lean

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Foundation of Lean

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Foundation of Lean

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Look Familiar?

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Pivot Pivot Pivot (drink!)A change in strategy without a change in vision.- Eric RiesTypes of pivots• Customer segment (e.g. Tapjoy)• Customer need (e.g. Groupon)• Platform (e.g. Facebook)• Zoom in (e.g. Instagram)• Zoom out (e.g. PlayHaven)• etc...

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Tangent: History of PlayHaven Pivots• 8/2008 – Community for console and PC gamers (MyGameMug.com)• 3/2009 – Community for World of Warcraft players (WoWHeadhunter.com)• 11/2009 – Mobile game in-app communities• 7/2010 – Cross-promotion barter network• 1/2011 – Mobile game discovery app• 9/2011 – Mobile game marketing/monetization tools• mid-2012 – LTV-maximization platform

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Foundation of Lean

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You Can Learn Without Building an MVPMinimum Viable Product Experiment (MVE)Examples:• Customer Interviews (e.g. Lean Startup Machine)• Landing Page Test (e.g. Buffer)• Undercover Competitor Studies• Concierge/Wizard of Oz (e.g. Zappos)• Prototypes• A/B Tests

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Exercise: What’s the MVE?Our AWESOME Idea: Re-Engagement Advertising• What are our assumptions?• What’s the riskiest assumption?• How can we validate/invalidate the riskiest assumption quickly?

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MVP != Shitty ProductThe Minimum Viable Product (MVP) is that versionof a new product which allows a team to collectthe maximum amount of validated learningabout customers with the least effort.- Eric Ries

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Why Build an MVP?• To reduce risk• You don’t really know what customers want• Deliver customer delight faster• Learn faster• Narrow scope, reduce variables• Easier to kill your baby

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When Not to Release an MVP• You’re building a rocket ship• Replacing existing competitors/solutions• REMEMBER: don’t lose sight of the vision and purpose – to deliver customer delight

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Lean Examples @ PlayHavenLean #ftw• User Segmentation• Geo and Creative Optimization• Strengthen The Core (Salesforce, Email Alerts)• Insights EmailLean #fail• Virtual Good Promotion• Mobile Game Discovery App

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Closing Words• Be lazy• Ask: how can I maximize the amount of impact/ effort (ROI)?• Lean marketing• Lean sales• Lean support• Lean design• Lean engineering (agile/scrum)

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