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Lean Startup and Effectuation principles applied to Mobile Angelo

This is short presentation I gave to the "Lean Startup & Effectuation night" held in Paris. I show how I applied Lean Startup and Effectuation principles in combination, at the early stage of this new venture.

Lean Startup and Effectuation principles applied to Mobile Angelo

  1. 1. An effectual and lean (young) story http://www.meetup.com/lean-Startup-effectation/events/218590909/
  2. 2. What I do • Product and Tech / associate 
 @mobileangelo • Lean Product Management consultant
 (Lean Startup principles for big corp.) • Product Management association president
 @WeDoPM
  3. 3. Kivahu : 30K€, 8 months A******** : 250K€, 12 months MobileAngelo ? : 2,5K€ Few fast crashes
  4. 4. Kivahu A******* Mobile Angelo First customer contact none 1 year 2 days Money 30 K€ 250K€ 400 € People 3 3 > 7 2 > 3 Position full time 0 > full time 0 > part time Revenue 0 0 few K€ / months Facts (ballpark figures)
  5. 5. Recharge - Repair - Resell
  6. 6. It all began by an experience I wanted to scale
  7. 7. Recharge
  8. 8. Repair
  9. 9. Resell
  10. 10. http://app.mobileangelo.fr
  11. 11. How I discovered Lean Startup and Effectuation principles
  12. 12. Both are very simple at first look :
  13. 13. MEANS GOALS INTERACTIONS COMMITMENTS NEW MEANS NEW GOALS
  14. 14. Both aims at : Start (and grow) a business Be in control Pivoting
  15. 15. Lean Startup : BY EXPERIMENTING (and adapting) Effectuation : BY INTERACTING (and adapting) How ? Same philosophy. Different approach.
  16. 16. Common sense ? Some people may think Lean Startup and Effectuation are « common sense ». But only people who have tried to build a startup know that, in the middle of the storm, what is lacking the most is « common sense » :) So understanding these principles is fundamental.
  17. 17. So let’s review these principles and how I’ve tried to apply them.
  18. 18. ‣ Agile Product Development ‣ Customer Development ‣ Scientific approach ‣ Waste reduction ‣ Use of commodities
  19. 19. Agile Product Development
  20. 20. Delivering the same value, but with an increasing level of quality.
  21. 21. December 2013
  22. 22. June 2014
  23. 23. December 2014 +
  24. 24. Being agile, even with the content :)
  25. 25. December 13 June 14
  26. 26. Customer development
  27. 27. Client ? User ? We chose our first « customers » by the shortest feedback loop. Unfortunately, people don’t break their iphones that often, so we focused first on our partners (the repairers) as our first client. What could we sell them ?
  28. 28. Filtering our clients too We moved from ‘any’ iPhone owner to busy business people for whom their device is critical.
  29. 29. Filtering our partners We moved from handymen to professional iPhone repairers.
  30. 30. 0 22,5 45 67,5 90 Exp 1 (qual.) Exp 2 (qual.) Exp 3 (qual.) Exp 4 (quant.) 55 1520 27 32 853 Positive Negative How we are refining our partner base : more details on http://bit.ly/1CITALm
  31. 31. Use of commodities • Wordpress • WPEngine • Strikingly
 • Wufoo
 • 99design • Invision
 • Mandrill • Webhooks
 • Slideshare • Aircall • iMessage • 3Scale • Run Above • Twilio • FrontApp About 200€ / month
  32. 32. ‣ Means ‣ Affordable loss ‣ Co-creation partnership ‣ Leverage contingencies ‣ Control vs Predict
  33. 33. 1. Means (Bird in hand) November 2013 Let’s see if there is some demand and offer ! Who I am ? What I know ? Whom I know ? Passionate maker Former startuper Unmet needs SEM expert One repairer
  34. 34. 2. Affordable loss (focus on the downside risk) November 2013 I had only few € to risk (and also my relationship) + +
  35. 35. 3. Co-creation partnership (Patchwork kilt) •My partner ! •Repairers •Parts reseller •Insurances •Concierges Meeting all these people changed our business a lot.
  36. 36. 4. Leverage contingencies (make lemonade) Not eligible to innovation program ? let’s build innovation ! Some repairs are not satisfied with our offer ? Let’s focus our core customer base and grow it.
  37. 37. 5. Control vs Predict (pilot in the plane) •Staying focus on what we do the best •Avoiding distractive business ideas
  38. 38. Typical success curve 1. Discovery Product / Market fit traction 5+ years2+ years value creation temps 2. Growth growth hyper growth / scale B A
  39. 39. What it actually looks likes 
 from the ground B A
  40. 40. What it looks likes from above B A
  41. 41. So many ways ! 
 Is the line the shortest path ? B A
  42. 42. Discovery is always longer than you imagine
  43. 43. We have to adapt
  44. 44. Nothing alike the « right » track A B
  45. 45. Back and forth between Excitation and Anxiety
  46. 46. Lean Startup and Effectuation teach us to be in control at any time, and stop predict the future. So we have to move iteratively, step by step. Keeping the vision intact, but focus on immediate action and progress consistently.
  47. 47. A B Like an explorer : don’t go further than the danger zone.
  48. 48. A B And iterate. A1
  49. 49. A B And iterate. A1 A2
  50. 50. A B And make small mistakes. A1 A2 A3
  51. 51. This is how we … • Change our customers several times, • Changed our offers, • Adapted our final target.
  52. 52. Cut 2+ ans Problem / Solution fit Product / Market fit
  53. 53. And cut again Product / Market fit reduce client risk reduce product risk reduce market risk Not in a specific order
  54. 54. Specific to our business : focusing on one area, proving the business then scale.
  55. 55. Next slides are pure anticipation for Mobile Angelo, but is based on my past experiences.
  56. 56. Traction
  57. 57. We’ll need to adapt : Will our vehicle adapted to this phase when we reach it ?
  58. 58. Growth
  59. 59. We’ll need to adapt again You don’t build an A320 when you need it. It has to be anticipated (scale the company)
  60. 60. For fun : my first MVP
  61. 61. Short story that summarizes the best « Business »
  62. 62. Infos • effectuation.org • http://runninglean.co • http://mooc.em-lyon.com
  63. 63. @mobileangelo @ssacard www.mobileangelo.fr

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