The document discusses using Lean Startup methodology in service development. It explains that there are three levels of knowing: build-measure-learn. Lean Startup involves developing both the business model and customers through experiments and validation. All projects start with concepts which are developed into business models and hypotheses to be tested. Customer development focuses on problem-solution fit through experiments conducted outside the office with customers. The key is to iterate based on lessons learned from validating assumptions and hypotheses.

1. How do we use Lean
Startup in service
development
@ Tampere Goes Agile 2013 - Marko Taipale

2. 3 levels of knowing

3. Build-Measure-Learn

4. 2 things that we develop
Business & Customers
Product / Service

5. “Real life”
Concept
Business
model
Validation
Lessons
Learned
Hypotheses
Experiments
Out-Of-TheBuilding

6. All starts from concept(s)
Concept

7. Then the business model
Business
model

8. Lean Canvas

10. Business
model
Business
Hypotheses
Business
Experiments
3 levels

11. Customer Development

12. My way
Customer - Problem fit: Who is my customer, what is the problem?
Problem - Solution fit: Will my solution fix the problem?
Solution - Market fit: Is there a market for my solution?
Scale: How do I scale?

13. Experiments
Forming an
experiment

14. Given-When-Then

15. Example
Given Gosei has visibility in internet
When I google “Gosei”
Then gosei.fi is #1 in the search results

16. Example
Given Gosei has visibility in internet
Assumption
When I google “Gosei”
Experiment
Then gosei.fi is #1 in the search results Validation

17. Out-Of-TheBuilding
Out of the building

18. We do this everyday

19. Validation board
Validation
Lessons
Learned

20. Model
Customers
CP fit
Reality
PS fit
PM fit
Hypos
Assumptions
Our understanding
Riskiest !
assumption
Success criteria
Experiment Out of the building
Results
Validated Learnings

22. Validity / Reliability

23. Concept
Business
model
Hypotheses
Experiments
Out-Of-TheBuilding
Validation
Hypotheses
Experiments
Lessons
Learned

24. Summary
•
Customer-Problem fit before Solution-X fit
•
Iterate both in business and solution level
•
There is a difference in deliberate experimentation
and “trying out stuff”

25. marko.taipale@gosei.fi
+358-40-57-86-447
@markotaipale