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P R O D U C T
M A R K E T
F I T
F I N D I N G
S C O T T E B A L E S . C O M
- E R I C R I E S
The Lean Startup method teaches you
how to drive a startup-how to steer, when
to turn, and when to persevere-and grow
a business with maximum acceleration.
H O W M O B I L E S AV V Y A R E Y O U ?
#mobileready @scottebales
+
O B J E C T I V E S
accept fail = lesson
understand what is Lean
what are the tools
explore customer discovery
designing experiments
making decisions
9 9 % O F V E N T U R E S FA I L
I S I T T H E R I G H T I D E A ?
S U C C E S S R AT E
V E T E R A N S U C C E S S
P I V O T 

O R 

P E R S E V E R E
T H E D I F F E R E N C E B E T W E E N S U C C E S S A N D FA I L U R E I S Y O U R
A B I L I T Y T O B U I L D R A P I D LY M E A S U R E , L E A R N A N D A D A P T
W H AT M O S T
P E O P L E T H I N K
W H AT S U C C E S S F U L
P E O P L E K N O W
Y O U R S K I L L S
N O N -
E X I ST E
N T
1 2 3 4 AV E R A
G E 6 7 8 9
I ’ M A
RO C K S
TA R
B U S I N E S S M O D E L I N G
P E R S O N A D E V E L O P M E N T
C U S TO M E R D I S C OV E RY &
D E V E L O P M E N T
M I N I M U M V I A B L E E X P E R I M E N T S
P RO D U C T / M A R K E T F I T
P I VOT V S P E R S E V E R E
P I T C H I N G
W H O A R E Y O U ?
W H AT A R E
. . . Y O U R PA S S I O N S ?
. . . Y O U R E X P E C TAT I O N S ?
W H O A R E Y O U ?
A verb that starts with the
same letter as your first name
I am passionate about
solving...
!
!
What do I want to get out of
today?
Spontaneous Scott
Educating, growing and
mentoring tomorrow’s
entrepreneurs
Enable entrepreneurs to
fail fast, and succeed
faster
ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R & P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S TO M E R D I S COV E RY
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
B U S I N E S S D E S I G N
C U S T O M E R P R O B L E M S O L U T I O N
S E A R C H & E X E C U T E
C U S T O M E R
D I S C O V E RY
C U S T O M E R
VA L I D AT I O N
C U S T O M E R
C R E AT I O N
C O M PA N Y
B U I L D I N G
Malkovich Bias
T H E T E N D E N C Y T O B E L I E V E T H A T E V E RY O N E U S E S
T E C H N O L O G Y T H E S A M E WA Y Y O U D O .
A N D R E S G L U S M A N
mantra
Y O U A R E N O T T H E C U S T O M E R .
!
O N LY T H R O U G H R E S E A R C H C A N W E U N C O V E R P E O P L E ’ S
PA I N S , N E E D S , A N D G O A L S , I N T H E I R C O N T E X T.
“If you don’t talk to your customers, how will
you know how to talk to your customers?”
- Will Evans
P E R S O N A D E V E L O P M E N T
fictional characters to represent
different user types in a targeted,
attitude and/or behaviour set to
drive empathy
C U S T O M E R
W H AT C U S T O M E R ?
1 2 3 4
C U S T O M E R
Facts
Factual information
about your target customer.
Pain
State the problem you believe
your target customers have,
that your solution solves for.
Goals
What goals are they trying to accomplish
through the behavior, that your solution will do better?
Behavior
Existing behavior they exhibit now,
because they don’t have your solution.
37 years of age, married(7 years).
Two kids (3 & 5)
Employed by Coca-Cola to manage regional
marketing
Tech savvy, loves his Gadgets. Always keen
to learn more
Reads The Economist Online
Enjoys the outdoors with his kids
Regular traveller in the region, both work
and personal
Greg
Has been reading video blog tips in the hope of creating is own travel
video blog
Purchased a pirated copy of Final Cut Pro to explore, but quickly
purchased a license
Always has his video camera out when traveling, both on work travels
and personal travel
Purchased the domain www.gregsworld.com
Has tried Vimeo, Wordpress and TypePad in attempts to create a blog
Greg is a bit of a perfectionist, so he has tried multiple video blog
solutions
But hasn’t found any that allow him to express himself in the way he wants.
He finds each tool hard to earn, and really isn’t sure if he is getting the
best out of each tool
He has tried reading through forums, but finds it difficult reading a tutorial
and applying it to his material
!
Greg loves to travel, he loves to explore new places, culture, people
and food
Greg would love to share his experiences with friends, family and
colleagues
!
!
C U S T O M E R P R O B L E M ( S O L U T I O N )
H Y P O T H E S I S
Who specifically
has this
problem?
How do you
intent to solve
this problem?
What problem
are you trying to
solve?
C U S T O M E R P R O B L E M S O L U T I O N
ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result &
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R & P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S TO M E R D I S COV E RY
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
List core
assumptions about
the problem.
Does
 the
 
problem
 
cause
 pain?
Is
 the
 
customer
 
hypo
 right?
Is
 there
 
demo’d
 
behaviour
 
to
 fix?
does
 the
 
problem
 
exit?
A S S U M P T I O N S
M I N I M U M V I A B L E P R O D U C T
Customer Discovery/Development
Pitch
Concierge
experiment
E X P L O R A T I O N
P I T C H
C O N C I E R G E
C U S T O M E R VA L I D AT I O N
C U S TO M E R
D I S C OV E RY
P I T C H C O N C I E R G E
investigating their
problems to
understand past
behaviour
attempts to sell to a
customer in exchange
for currency: time,
money or work
deliver the product
as a service to see is
delivery matches
expectations
ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result 
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety  time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
 Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R  P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S T O M E R D I S C O V E R Y
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N
W H AT D O T H E
N U M B E R S S AY ?
O N E A C T I O N A B L E M E T R I C 

T H AT T I E S S P E C I F I C 
R E P E ATA B L E A C T I O N S T O
O B S E R V E D R E S U LT S
ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment.
Customer
Problem
Solution
Result 
Decision
Learning
Riskiest
Assumption
Success
Criterion
1 2 3 4 5
To form a Customer/Problem Hypothesis:
I believe my customer has a
problem achieving this goal.
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to
test my assumption is...
Who is your customer? Time Limit: 5 Min People
buying
Vespas on
Craigslist
People with
commute
NYC
Relying on
products
that use
oil
Understanding
safety  time
saving of
Vespa
People with
commute
NYC
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
 Return It
If Not Fit
No friends
Vespa
Pay
$250/month
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
Care about
environment
INTERVIEW:
5/20 buying
Vespa bc
environment
important
0/20
PIVOT!
5/10
PIVOT!
50+ in 2 hours
PERSEVERE!
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min
Time Limit: 5 Min
List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min
Need help? Use these sentences to help construct your experiment.
To form a Problem/Solution Hypothesis:
I believe this solution will result
in .
To identify your Riskiest Assumption:
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
Determine what success looks like:
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING!
C U S T O M E R  P R O B L E M
A S S U M P T I O N S
M V P
V A L I D A T E D L E A R N I N G
C U S T O M E R D I S C O V E R Y
P I V O T O R P E R S E V E R E
B R A I N S T O R M I N G
S O L U T I O N

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Finding Product Market Fit

  • 1. P R O D U C T M A R K E T F I T F I N D I N G S C O T T E B A L E S . C O M
  • 2. - E R I C R I E S The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration.
  • 3. H O W M O B I L E S AV V Y A R E Y O U ? #mobileready @scottebales +
  • 4. O B J E C T I V E S accept fail = lesson understand what is Lean what are the tools explore customer discovery designing experiments making decisions
  • 5. 9 9 % O F V E N T U R E S FA I L I S I T T H E R I G H T I D E A ?
  • 6. S U C C E S S R AT E
  • 7. V E T E R A N S U C C E S S
  • 8. P I V O T 
 O R 
 P E R S E V E R E T H E D I F F E R E N C E B E T W E E N S U C C E S S A N D FA I L U R E I S Y O U R A B I L I T Y T O B U I L D R A P I D LY M E A S U R E , L E A R N A N D A D A P T
  • 9. W H AT M O S T P E O P L E T H I N K W H AT S U C C E S S F U L P E O P L E K N O W
  • 10.
  • 11. Y O U R S K I L L S N O N - E X I ST E N T 1 2 3 4 AV E R A G E 6 7 8 9 I ’ M A RO C K S TA R B U S I N E S S M O D E L I N G P E R S O N A D E V E L O P M E N T C U S TO M E R D I S C OV E RY & D E V E L O P M E N T M I N I M U M V I A B L E E X P E R I M E N T S P RO D U C T / M A R K E T F I T P I VOT V S P E R S E V E R E P I T C H I N G
  • 12. W H O A R E Y O U ? W H AT A R E . . . Y O U R PA S S I O N S ? . . . Y O U R E X P E C TAT I O N S ?
  • 13. W H O A R E Y O U ? A verb that starts with the same letter as your first name I am passionate about solving... ! ! What do I want to get out of today? Spontaneous Scott Educating, growing and mentoring tomorrow’s entrepreneurs Enable entrepreneurs to fail fast, and succeed faster
  • 14.
  • 15.
  • 16.
  • 17. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety & time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R & P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S TO M E R D I S COV E RY P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N
  • 18. B U S I N E S S D E S I G N C U S T O M E R P R O B L E M S O L U T I O N
  • 19. S E A R C H & E X E C U T E C U S T O M E R D I S C O V E RY C U S T O M E R VA L I D AT I O N C U S T O M E R C R E AT I O N C O M PA N Y B U I L D I N G
  • 20. Malkovich Bias T H E T E N D E N C Y T O B E L I E V E T H A T E V E RY O N E U S E S T E C H N O L O G Y T H E S A M E WA Y Y O U D O . A N D R E S G L U S M A N
  • 21. mantra Y O U A R E N O T T H E C U S T O M E R . ! O N LY T H R O U G H R E S E A R C H C A N W E U N C O V E R P E O P L E ’ S PA I N S , N E E D S , A N D G O A L S , I N T H E I R C O N T E X T.
  • 22. “If you don’t talk to your customers, how will you know how to talk to your customers?” - Will Evans
  • 23. P E R S O N A D E V E L O P M E N T fictional characters to represent different user types in a targeted, attitude and/or behaviour set to drive empathy C U S T O M E R
  • 24. W H AT C U S T O M E R ? 1 2 3 4 C U S T O M E R
  • 25. Facts Factual information about your target customer. Pain State the problem you believe your target customers have, that your solution solves for. Goals What goals are they trying to accomplish through the behavior, that your solution will do better? Behavior Existing behavior they exhibit now, because they don’t have your solution. 37 years of age, married(7 years). Two kids (3 & 5) Employed by Coca-Cola to manage regional marketing Tech savvy, loves his Gadgets. Always keen to learn more Reads The Economist Online Enjoys the outdoors with his kids Regular traveller in the region, both work and personal Greg Has been reading video blog tips in the hope of creating is own travel video blog Purchased a pirated copy of Final Cut Pro to explore, but quickly purchased a license Always has his video camera out when traveling, both on work travels and personal travel Purchased the domain www.gregsworld.com Has tried Vimeo, Wordpress and TypePad in attempts to create a blog Greg is a bit of a perfectionist, so he has tried multiple video blog solutions But hasn’t found any that allow him to express himself in the way he wants. He finds each tool hard to earn, and really isn’t sure if he is getting the best out of each tool He has tried reading through forums, but finds it difficult reading a tutorial and applying it to his material ! Greg loves to travel, he loves to explore new places, culture, people and food Greg would love to share his experiences with friends, family and colleagues ! !
  • 26. C U S T O M E R P R O B L E M ( S O L U T I O N ) H Y P O T H E S I S Who specifically has this problem? How do you intent to solve this problem? What problem are you trying to solve? C U S T O M E R P R O B L E M S O L U T I O N
  • 27. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result & Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety & time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R & P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S TO M E R D I S COV E RY P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N
  • 29.  the
  • 33.  the
  • 40.   to
  • 42.  the
  • 44.   exit? A S S U M P T I O N S
  • 45. M I N I M U M V I A B L E P R O D U C T Customer Discovery/Development Pitch Concierge experiment E X P L O R A T I O N P I T C H C O N C I E R G E
  • 46. C U S T O M E R VA L I D AT I O N C U S TO M E R D I S C OV E RY P I T C H C O N C I E R G E investigating their problems to understand past behaviour attempts to sell to a customer in exchange for currency: time, money or work deliver the product as a service to see is delivery matches expectations
  • 47.
  • 48. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S T O M E R D I S C O V E R Y P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N
  • 49. W H AT D O T H E N U M B E R S S AY ? O N E A C T I O N A B L E M E T R I C 
 T H AT T I E S S P E C I F I C R E P E ATA B L E A C T I O N S T O O B S E R V E D R E S U LT S
  • 50. ExperimentsStart here. Brainstorm with stickies, pull it over to the right to start your experiment. Customer Problem Solution Result Decision Learning Riskiest Assumption Success Criterion 1 2 3 4 5 To form a Customer/Problem Hypothesis: I believe my customer has a problem achieving this goal. To form your Assumptions: hypothesis to be true, assumption needs to be true. Determine how you will test it: The least expensive way to test my assumption is... Who is your customer? Time Limit: 5 Min People buying Vespas on Craigslist People with commute NYC Relying on products that use oil Understanding safety time saving of Vespa People with commute NYC Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa Return It If Not Fit No friends Vespa Pay $250/month INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours Care about environment INTERVIEW: 5/20 buying Vespa bc environment important 0/20 PIVOT! 5/10 PIVOT! 50+ in 2 hours PERSEVERE! - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try What is the problem? Phrase it from your customer’s perspective. Time Limit: 5 Min Time Limit: 5 Min List the assumptions that must hold true, for your hypothesis to be true. Time Limit: 10 Min Need help? Use these sentences to help construct your experiment. To form a Problem/Solution Hypothesis: I believe this solution will result in . To identify your Riskiest Assumption: The assumption with the least amount of data, and core to the viability of my hypothesis is... Determine what success looks like: I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING! C U S T O M E R P R O B L E M A S S U M P T I O N S M V P V A L I D A T E D L E A R N I N G C U S T O M E R D I S C O V E R Y P I V O T O R P E R S E V E R E B R A I N S T O R M I N G S O L U T I O N
  • 51.
  • 52. P I V O T Z O O M - I N A S I N G L E F E AT U R E B E C O M E S T H E W H O L E P R O D U C T C U S T O M E R N E E D R E P O S I T I O N I N G , O R A C O M P L E T E LY N E W P R O D U C T Z O O M - O U T T H E W H O L E P R O D U C T B E C O M E S A S I N G L E F E AT U R E C U S T O M E R S E G M E N T G O O D P R O D U C T, B A D C U S T O M E R S E G M E N T P L AT F O R M C H A N G E F R O M A N A P P L I C AT I O N T O A P L AT F O R M , O R V I C E V E R S A
  • 53.
  • 54. W H A T W O U L D 
 Y O U 
 D O N E X T ?
  • 55. W H AT M O S T P E O P L E T H I N K W H AT S U C C E S S F U L P E O P L E K N O W
  • 56. discovery tips S I L E N C E R E F L E C T B A C K H AV E E M PAT H Y A S K F O R S T O R I E S 
 A S K O P E N Q U E S T I O N S N O L E A D I N G Q U E S T I O N S O B S E R VAT I O N S V S . I N S I G H T S
  • 57. P R O B L E M M U LT I P L E P E R S O N A S
  • 58.
  • 59. H O M E W O R K D E V E L O P 2 C U S T O M E R P E R S O N A S 
 T H E N I N T E R V I E W T W O O F E A C H
  • 60. Y O U R G O A L C O N T I N U O U S V A L I D AT E D L E A R N I N G
  • 61. Knowledge is having the right answer Intelligence is asking the right question
  • 62. W O R K S M A RT E R N O T H A R D E R
  • 63. Hypothesis Design Lean UX Conversion Funnels Concierge Method Advanced Interviews Market Discovery Pitch Method Pivot or Persevere Customer Discovery Persona Development Minimum Viable Experiments Lean Product Market Fit You are here Pitching Your Idea Business Model Canvas Validation Board Mobile Ready Are You Ready 4 Isaac? Lean For Entreprise Multi-Sided Markets Growing Scale K E E P L E A R N I N G
  • 64. S U C C E S S Y O U T O O C A N O W N T H I S FA C E O F A C C O M P L I S H M E N T
  • 65. Y O U R S K I L L S N O N - E X I ST E N T 1 2 3 4 AV E R A G E 6 7 8 9 I ’ M A RO C K S TA R B U S I N E S S M O D E L I N G P E R S O N A D E V E L O P M E N T C U S TO M E R D I S C OV E RY D E V E L O P M E N T M I N I M U M V I A B L E E X P E R I M E N T S P RO D U C T / M A R K E T F I T P I VOT V S P E R S E V E R E P I T C H I N G
  • 66. y o u r g u i d e t o m o b i l e s u c c e s s T H E F U T U R E I S M O B I L E b i t . l y / m o b i l e re a d y b o o k
  • 67. FINDING PRODUCT MARKET FIT s c o t t e b a l e s . c o m / f e e d b a c k