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“Do whatever is required to get to product/market fit. Including:

                       changing out people,
                      rewriting your product,
                  moving into a different market,
          telling customers no when you don’t want to,
         telling customers yes when you don’t want to,
   raising that fourth round of highly dilutive venture capital

                     —whatever is required.”

                         — Marc Andreessen
               http://blog.pmarca.com/2007/06/the-pmarca-gu-2.html
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Traditional Product Development
                      Unit of Progress: Advance to Next Stage

                   Waterfall

                  Requirements


                       Specification


                                 Design
Problem: known

Solution: known
                                  Implementation


                                          Verification


                                                Maintenance
Agile Product Development
                     Unit of Progress: A line of Working Code




                      “Product Owner” or in-house customer




Problem: known

Solution: unknown
Product Development at Lean Startup
          Unit of Progress: Validated Learning About Customers ($$$)

                                    Customer Development




                           Hypotheses,
Problem: unknown           Experiments,
                           Insights
                                                                Data,
Solution: unknown                                          Feedback,
                                                             Insights
Minimize TOTAL time through the loop

                IDEAS




      LEARN              BUILD




       DATA
                         CODE


               MEASURE
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Small Batches

                                           IDEAS



Learn Faster                                                          Build Faster
                           LEARN                    BUILD
Customer Development                                        Continuous Deployment
Five Whys                                                            Small Batches
                                                             Continuous Integration
                                                                       Refactoring


                              DATA
                                                    CODE


                                          MEASURE
                  Measure Faster

                  Split Testing
                  Actionable Metrics
                  Net Promoter Score
                  SEM
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Continuous Deployment

                                        IDEAS



Learn Faster                                                       Build Faster
                           LEARN                 BUILD
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Five Whys                                                         Small Batches
                                                          Continuous Integration
                                                                    Refactoring


                              DATA
                                                 CODE


                                       MEASURE
                  Measure Faster

                  Split Testing
                  Actionable Metrics
                  Net Promoter Score
                  SEM
Continuous Deployment
• Deploy new software quickly
   •   At IMVU time from check-in to production = 20 minutes


• Tell a good change from a bad change (quickly)

• Revert a bad change quickly
   • And “shut down the line”

• Work in small batches
   •   At IMVU, a large batch = 3 days worth of work

• Break large projects down into small batches
Cluster Immune System
What it looks like to ship one piece of code to production:
 • Run tests locally (SimpleTest, Selenium)
     o   Everyone has a complete sandbox

 • Continuous Integration Server (BuildBot)
    o All tests must pass or “shut down the line”
     o   Automatic feedback if the team is going too fast

 • Incremental deploy
     o   Monitor cluster and business metrics in real-time
     o   Reject changes that move metrics out-of-bounds

 • Alerting & Predictive monitoring (Nagios)
     o   Monitor all metrics that stakeholders care about
     o   If any metric goes out-of-bounds, wake somebody up
     o   Use historical trends to predict acceptable bounds

 I,'7%$4(26='"(%(''%3%M3#;4"'/
     o   Fix the problem for customers
     o   Improve your defenses at each level
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Eric Ries leanstartup at Berkeley/Columbia

  • 1. >,'%5'37%123"24. ?;'37(23"24. @'"A';'B0C6;4=:#3 !"#$%&#'(%)*'"#$"#'(+ ,-./00123"24.5'((67(5'3"7'89:;6<(.629$6=
  • 6. I,32%#(%3%(23"24.J • K%(23"24.%#(%3%!"#$%&'%()*")+%%8'(#<7'8%26 ,-.'/-0&$&%-1&20+,"3*&+0&(-0/'3-%478'" $678#L67(%6M%-4*0-#-&"%3-0*$'%*59 • N62,#7<%26%86%H#2,%(#O'%6M%$6=.37BP%('$26"%6M 2,'%'$676=BP%6"%#784(2"B
  • 7. Q"684$2%0%D3"A'2%E#2 “Do whatever is required to get to product/market fit. Including: changing out people, rewriting your product, moving into a different market, telling customers no when you don’t want to, telling customers yes when you don’t want to, raising that fourth round of highly dilutive venture capital —whatever is required.” — Marc Andreessen http://blog.pmarca.com/2007/06/the-pmarca-gu-2.html
  • 8. >,'%Q#G62 • I,32%86%(4$$'((M4;%(23"24.(%,3G'%#7%$6==67J – >,'B%(23"2'8%642%3(%8#<#23;%$3(,%M6"%QRK(P%:42 'G6;G'8%#726%67;#7'%.3B='72(%M6"%'@3B9 – >,'B%(23"2'8%:4#;8#7<%@K1SC%#72'"."'2'"(P%:42 'G6;G'8%#726%2,'%H6";8T(%;3"<'(2%6.'"3L7<%(B(2'=( =676.6;B9 – >,'B%H'"'%(,6$A'8%26%8#($6G'"%2,'#"%67;#7'%<3='( $6=.37B%H3(%3$243;;B%3%.,626U(,3"#7<%(#2'9 • Q#G62/%$,37<'%8#"'$L67(%:42%(23B%<"6478'8%#7 H,32%H'FG'%;'3"7'89 http://startuplessonslearned.blogspot.com/2009/06/pivot-dont-jump-to-new-vision.html
  • 9. 1.''8%I#7( #M%H'%$37%"'84$'%2,'%L='%:'2H''7%=3V6" #2'"3L67( H'%$37%#7$"'3('%64"%688(%6M%(4$$'((
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  • 15. K$,#'G#7<%E3#;4"' • C6=.37B%M3#;'8%4-'";BP%^_YDD%378%`G'%B'3"( 6M%.3#79 • C"#..;'8%:B%a(,386H%:';#'M(b%2,32%8'(2"6B'8 2,'%'c6"2%6M%3;;%2,6('%(=3"2%.'6.;'9
  • 19. K%<668%.;37J • 123"2%3%$6=.37B%H#2,%3%$6=.';;#7<%;67<U2'"= G#(#679 • &3#('%.;'72B%6M%$3.#23;9 • Z#"'%2,'%3:(6;42'%:'(2%378%2,'%:"#<,2'(29 • Z#"'%37%'[.'"#'7$'8%=373<'='72%2'3=%H#2,%267( 6M%(23"24.%'[.'"#'7$'9 • E6$4(%67%43;#2B9 • @4#;8%3%H6";8U$;3((%2'$,76;6<B%.;3]6"=9 • @4#;8%:4OO%#7%2,'%."'((%378%:;6<6(.,'"'9
  • 21. IMVU
  • 22. IMVU
  • 23. N'H%.;37 • 1,#..'8%#7%(#[%=672,(%e%3%,6""#:;B%:4<<B%:'23 ."684$2 • C,3"<'8%M"6=%83B%67' • 1,#..'8%=4;L.;'%L='(%3%83B%):B%XYYfP%67 3G'"3<'%gY%L='(%3%83B+ • N6%Q&P%76%;347$, • &'(4;2(/%XYYh%"'G'74'(%6M%^WYDD
  • 24. 5'37%123"24.(%i6%E3(2'" • C6==68#2B%2'$,76;6<B%(23$AP%,#<,;B%;'G'"3<'8 )M"''06.'7%(64"$'P%4('"U<'7'"32'8%$672'72P 1!D+9 • C4(26='"%8'G';6.='72%e%`78%642%H,32 $4(26='"(%H372%:'M6"'%B64%:4#;8%#29 • K<#;'%);'37+%."684$2%8'G';6.='72%e%:42%247'8 26%2,'%(23"24.%$678#L679
  • 25. C6==68#2B%2'$,76;6<B%(23$A • 5'G'"3<'%j%M6"%'3$,%647$'%6M%'c6"2%B64%#7G'(2 #7%B64"%."684$2P%B64%23A'%38G3723<'%6M%2,' 'c6"2(%6M%2,64(378(%6"%=#;;#67(%6M%62,'"(9 • S2F(%'3(B%26%(''%,6H%,#<,U;'G'"3<'%2'$,76;6<B #(%8"#G#7<%$6(2(%86H79 • D6"'%#=.6"2372%#(%#2(%#=.3$2%67%(.''89 • >#='%26%:"#7<%3%7'H%."684$2%26%=3"A'2%#( M3;;#7<%"3.#8;B9
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  • 27. K<#;'%Q"684$2%R'G';6.='72 )K%23;'%6M%2H6%(23"24.(P%"'G#(#2'8+ • Q"#7$#.;'(%8"3H7%M"6=%5'37%D374M3$24"#7< 378%>6B623%Q"684$L67%1B(2'= • >,'('%'[3=.;'(%3"'%8"3H7%M"6=%(6lH3"' (23"24.(P%:42%#7$"'3(#7<;B/ – K;;%."684$2(%"'4#"'%(6lH3"' – K;;%$6=.37#'(%3"'%6.'"3L7<%#7%3%(23"24.U;#A' '7G#"67='72%6M%-4*0-#-&"%3-0*$'%*5
  • 28. Traditional Product Development Unit of Progress: Advance to Next Stage Waterfall Requirements Specification Design Problem: known Solution: known Implementation Verification Maintenance
  • 29. Agile Product Development Unit of Progress: A line of Working Code “Product Owner” or in-house customer Problem: known Solution: unknown
  • 30. Product Development at Lean Startup Unit of Progress: Validated Learning About Customers ($$$) Customer Development Hypotheses, Problem: unknown Experiments, Insights Data, Solution: unknown Feedback, Insights
  • 31. Minimize TOTAL time through the loop IDEAS LEARN BUILD DATA CODE MEASURE
  • 32. Z6H%26%:4#;8%3%5'37%123"24. • 5'2F(%23;A%3:642%(6='%(.'$#`$(9 • 1=3;;%@32$,'( • C67L7464(%8'.;6B='72 • 1.;#2U2'(2%)K0@+%'[.'"#='723L67 • D#7#=4=%m#3:;'%Q"684$2 • E#G'%H,BF(
  • 33. Small Batches IDEAS Learn Faster Build Faster LEARN BUILD Customer Development Continuous Deployment Five Whys Small Batches Continuous Integration Refactoring DATA CODE MEASURE Measure Faster Split Testing Actionable Metrics Net Promoter Score SEM
  • 34. @'7'`2(%6M%1=3;;%@32$,'( • E3(2'"%M''8:3$A • Q"6:;'=(%3"'%#7(2372;B%;6$3;#O'8 • &'84$'%"#(A • &'84$'%6G'",'38
  • 35. Continuous Deployment IDEAS Learn Faster Build Faster LEARN BUILD Customer Development Continuous Deployment Five Whys Small Batches Continuous Integration Refactoring DATA CODE MEASURE Measure Faster Split Testing Actionable Metrics Net Promoter Score SEM
  • 36. Continuous Deployment • Deploy new software quickly • At IMVU time from check-in to production = 20 minutes • Tell a good change from a bad change (quickly) • Revert a bad change quickly • And “shut down the line” • Work in small batches • At IMVU, a large batch = 3 days worth of work • Break large projects down into small batches
  • 37. Cluster Immune System What it looks like to ship one piece of code to production: • Run tests locally (SimpleTest, Selenium) o Everyone has a complete sandbox • Continuous Integration Server (BuildBot) o All tests must pass or “shut down the line” o Automatic feedback if the team is going too fast • Incremental deploy o Monitor cluster and business metrics in real-time o Reject changes that move metrics out-of-bounds • Alerting & Predictive monitoring (Nagios) o Monitor all metrics that stakeholders care about o If any metric goes out-of-bounds, wake somebody up o Use historical trends to predict acceptable bounds I,'7%$4(26='"(%(''%3%M3#;4"'/ o Fix the problem for customers o Improve your defenses at each level
  • 38. &3.#8%1.;#2%>'(2( SR!K1 9-$0%&7$(*-0 6+,-&7$(*-0 E#G'%I,B(%&662 5!K&N @oS5R C67L7464( C34('%K73;B(#( R'.;6B='72 RK>K CnR! 8-$("0-&7$(*-0 D!K1o&! &3.#8%1.;#2%>'(2(
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