SlideShare a Scribd company logo
Lean Startup &
Customer Development
BOOTCAMP
Taavi Lindmaa
twitter: @taavilindmaa
lindmaa@gmail.com
About Me
• Lean UX Designer @ Trinidad Consulting
• Certified Gamification designer
• Researcher for “The Gamification Revolution” by
Gabe Zichermann
• Worked in NYC @ Dopamine Creative Agency
• Advised & Incubated at Founder Institute NYC & TLN
On Twitter @taavilindmaa
Happy clients
WHY?
Simon Sinek
LEAN?
• Using less resources
• Building less features
• Decreasing cash spent
• Creating value for customers
It not about going faster but
going shorter distance
MVP
PRODUCT = EXPERIMENT
CUSTOMER
HYPOTHESIS
5 min
Define your customer
groups
When creating personas take in considerations the following: 
1. Demographics
2. Aspirations and Fears
3. Technology and Media Consumption
4. Shopping/purchase Habits
5. Superpowers
6. Friends Group
Bartle’s player types
Environment
Interacting
Acting
People
Socialisers
Killers Achievers
Explorers
Customer group
Tom - Age 30


He’s been the music guru among his friends since college
and isn’t stopping now. He wears casual, comfy clothes
whenever possible. Eats and hangs outside with friends and
spends everything he earns. Single and lives in artistic
neighbourhood.
Technology - uses latest iPhone and has apps to keep him
updated of new stuff
Market: Estonia
Persona group: Office worker
Name: Mailis Kask
Job position: Business development associate
Demographics:
Age: 35
Education: Higher
Languages: Estonian, English, Finnish
Nationality: Estonian
Family: Married, 2 children
Personality: social, active, hard worker, ambitious,
worries about her looks
Technology: Android smartphone and Windows PC
at the office.
Customer group
FIND EARLY ADAPTORS
PROBLEM
Who have problem with what? 

E.g. Older people have a problem with seeing
clearly.
5 min
SOLUTION
Do not define until the problem
is validated.
Why? Because every problem
has multiple solutions.
Riskiest assumption
If true then your business will
fail.
5 min
Define validation
method and success
criterion
Iterate until you find
the right customer
with right problem
Interviews
&
observation
How to ask?
GOOD: Who, What, When, Where, Why, How 

BAD: Would you like... Do you…

The more you ask someone to imagine something,
the less you can trust their data
While interviewing
• Go in with 2-3 objectives
• Have real conversation
• Record data or write down
• Friends and family doesn’t count
SELLING IS NOT
ALLOWED
HOW TO FIND PEOPLE?
1.Strangers on Street

2.Shopping Mall & Cafe’s

3.Bored People

4.Craigslist 

5.LinkedIn
6.Cold Calls
@taavilindmaa
Look for patterns
PITCH
Goal?
Goal isn’t about acquiring
customers, it’s about finding
potential customers to talk to.
Collect leads
A/b testing
A/b testing
Heatmaps
Crowdfunding
Screen recording
Eye-tracking
Fake ad
Home for sale!
Wufoo form
CONCIERGE
  GET OUT	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
   	
   OF THE	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  
BUILDING!
@taavilindmaa
CASE STUDY 1
Lean Statup Conference Winner	
  
What's next?
• Talk to real customers (min 25 people)
• If problem validated then set up landing
page and start collecting currency
• Else pivot and change at least one input
LANDING PAGE
• Unbounce.com
• Launchrock.co
• Strikingly.com
• Wordpress templates
• Twitter Bootstrap
@taavilindmaa
CHEERS!
TAAVI LINDMAA
UX design expert & lean evangelist
lindmaa@gmail.com

twitter: @taavilindmaa

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