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Lean Startup Principles
Do not open the kit until I say GO!
Build the tallest freestanding structure.
The entire marshmallow must be on the very
top.
You’ll have 18 minutes.
Use as much or as little of the kit contents as
you want, but nothing else!
EXERCISE
“I wish I knew that sooner.”
Our job is to bring
ourselves the bad
news sooner.
Care too much about their ideas,
and look for certainty in process.
1st timers
Care too much about their ideas,
and look for certainty in process.
1st timers
Care more about opportunity cost,
and look for certainty in evidence.
Experienced founders
Build
Learn
Measure
Principles,
not process.
Principles
Iteration
Do Less
Improve the big picture
Learn, then confirm
Course-correction
Agency
5 startups
Leancamp
Salim Virani
Rob Fitzpatrick
Y Combinator
Startup Toolkit
The Mom Test
I know this. I don’t know this.
I know this. I think I know this.
Our learning
goals today.
POST
UP
Do less.
Don’t work hard to
mask your inefficiency.
Not enough time?
Not enough money?
Grow with efficiency.
How to Do Less.
Time limits.
Letting go.
Being picky about customers.
Multiplying deliberately.
Limiting work-in-progress.
Inside the
building -
Use a timer.
DISCUSSION
Good for vision,
inventing and improving.
Bad for getting stuck on
specifics that don’t work.
Tenacity
Balancing focus &
opportunity
What I
can do
What I’ve
got
Small partnerships.
Affordable Loss.
Grow like weeds!
Spring up in unexpected places.
Grow quickly, or die and move on.
0
10
100
1,000
10,000
100,000
1,000,000
10,000,000
Add a zero
Is this conversation useful?
Early traction.
Earlyvangelists
Have the problem
Know they have the problem!
Have budget to solve it.
Have looked for a solution.
Have tried to build a solution.
EXERCISE
Slicing off segments
They are real people (not attributes!)
It’s clear where to find them.
You’ll walk away if they aren’t a good fit.
EXERCISE
Choose your
customer.
Lack of direction.
Vague customer definitions.
Multiple customer definitions.
Specific definitions
allow for validation or invalidation.
And that speeds progress.
Take a look at the
customers’ world
Looking at different aspects of
their lives, we’ll examine our
own beliefs about them, who
they are – and if they really
exist, how to frame our value in
their context.
Find early adopters.
Find specific customers.
Specific value propositions are
more compelling and help you
get early traction.
Specific customer definitions
help find them quickly, and
point out scalable channels to
reach them.
Zoom in!
Product Market
Action Customer
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
EXERCISE
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
EXERCISE
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real people (not attributes!)
EXERCISE
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real people (not attributes!)
It’s clear where to find them.
EXERCISE
Jobs Obstacles Goals Current
Solution
Customer Slicing
Decision
Trigger
Interest
Trigger
How deep do you go?
They are real people (not attributes!)
It’s clear where to find them.
You’ll walk away if they aren’t a good fit.
EXERCISE
Limit your
work in progress.
Seeing the
big picture.
7 Domains
Growth Engines
Business Model Design
Big Picture
Lenses
7 ways to die.
Choose none.
IndustryMarket
Macro
Micro
Trends
Connections
Alignment Skills
Establishment
Customer
Need &
Behaviour
Lock-in &
copyability Modified from 7 Domains,
From The New Business
Road Test, by John Mullins
Sticky
Paid Acquisition
Viral
Understanding growth
Growth Engines,
from The Lean Startup
by Eric Ries
DISCUSSION
Business
Model
Design
Navigating through options, hypotheses
& environmental changes.
Understanding dynamics between
parts & articulating a clear story.
Parts
Whole
Progress
Checklists & dashboards1
2
3
Faster production
Production
Clothing
labels &
distributors
Faster production
Production
Clothing
labels &
distributors
Faster tomarket
Faster production
Production
Clothing
labels &
distributors
Faster tomarket
Faster production
Production
Production fees
Faster production
Production
Designers
Consumers
Fan Base
Faster production
Production
Designers
Consumers
Fan Base
You design -
we do the rest.
Faster production
Production
Pool of talent
Designers
Consumers
Fan Base
You design -
we do the rest.
Faster production
Production
Online
tools
Pool of talent
Designers
Consumers
Fan Base
You design -
we do the rest.
Faster production
Production
Personal
support
Online
tools
Pool of talent
Designers
Consumers
Fan BaseFacebookFacebook
You design -
we do the rest.
Faster production
Production
Personal
support
Online
tools
Pool of talent
Designers
Consumers
Fan Base
Selling Clothes
FacebookFacebook
You design -
we do the rest.
Faster production
Production
Personal
support
Online
tools
Pool of talent
Designers
Consumers
Fan Base
Selling Clothes
FacebookFacebook
You design -
we do the rest.
Faster production
Production
Personal
support
Online
tools
Pool of talent
Designers
Consumers
Fan Base
Selling Clothes
FacebookFacebook
You design -
we do the rest.
Faster production
Production
Personal
support
Online
tools
Pool of talent
Good for vision,
inventing and improving.
Bad for getting stuck on
specifics that don’t work.
Tenacity
Platform Platform
Platform Platform
Mass customisation
Value-based
pricing
App sale +
in-app purchase
Subscription
Transactional
Multi-sided
market
Licensing
Crowdsource
Ad-supported
Event-supported
SaaS
Bundling
Viral
Direct-over-viral
Purchase-timing
Startups are
learning
organisations.
2 stages of learning
Discovery Validation
2 stages of learning
Learn Confirm
2 stages of learning
Ask Sell
2 stages of learning
Observe Experiment
Does anyone
care at all?
Do we understand
the industry?
Does anyone
care at all?
Do we understand
the industry?
Will any
pay for it?
Are we building
the right product?
Image by wstryderImage by wstryder
Image by wstryderImage by wstryder
A customer wakes up,
turns on their computer,
logs in to their email
using a new program
they use and love.
Their free trial is over.
The program asks them
to pay. They say no.
Why?
One day...
www.foundercentric.com
Where is
the love?
Anyone will tell you that your
idea is great if you annoy
them long enough.
Dear Mom,
Don’t you think
I’m great?
Love,
Your son
Actually, not just your mom lies.
Your customers are full of shit too.
www.foundercentric.com
Past, not future
Fact, not opinion
Specifics, not general
(Talk about their life, not your idea.)
The Mom Test
Good or bad questions?
❝
❞
Do you think it’s
a good idea?
❝
❞
Do you think it’s
a good idea?
❝
❞
Would you buy a
product which solved
this problem?
❝
❞
Would you buy a
product which solved
this problem?
❝
❞
How do you currently
deal with this problem?
❝
❞
How do you currently
deal with this problem?
❝
❞
How have you dealt
with this problem?
❝
❞
When does this
problem pop up?
❝
❞
When does this
problem pop up?
❝
❞
When’s the last time
that happened?
❝
❞
What makes this time-
consuming or go off-
track?
❝
❞
What makes this time-
consuming or go off-
track?
❝
❞
Has this ever been more
time-consuming than
normal or gone off-track?
How’s it going with .... ?
Interesting. Tell me more about that.
Can we go back to what you were
saying about...?
Hi.
www.foundercentric.com
EXERCISE
❝
❞
Please show me
how you...
❝
❞
Please show me
how you...
❝
❞
Please tell me how...
I’m trying to learn how
you...
❝
❞
Please tell me how...
I’m trying to learn how
you...
❝
❞
Talk me through the last
time you had this
problem.
❝
❞
Talk me through the last
time you had this
problem.
❝
❞
What did you try
to do about it?
❝
❞
What did you try
to do about it?
Their words - not yours!
One phrase per card.
Pair. One interviewer, one notetaker.
Recording the
right stuff.
Person Job Problem Measure Solution Excited Guilty Upset
Important signals
❝
❞
Please help me
understand...
❝
❞
Please help me
understand...
❝
❞
How much would
you pay for this?
❝
❞
How much would
you pay for this?
❝
❞
Can I ask why?
❝
❞
Can I ask why?
❝
❞
Talk me through
how you decide.
❝
❞
Talk me through
how you decide.
❝
❞
Talk me through
how you decided.
❝
❞
How much money does
this problem cost you?
❝
❞
How much money does
this problem cost you?
❝
❞
How much money does
this problem cost you?
❝
❞
How much should
we charge?
❝
❞
How much should
we charge?
❝
❞
What’s your
budget?
❝
❞
What’s your
budget?
❝
❞
How soon can
you start?
❝
❞
How soon can
you start?
❝
❞
What would need to
happen before you could
really start using it?
❝
❞
What would need to
happen before you could
really start using it?
❝
❞
Ever had any problems or
delays getting something
like this going/bought?
❝
❞
Who else
should I talk to?
❝
❞
Who else
should I talk to?
Opinions are worthless.
Always know your
big 3 questions.
Tweetable Text
How do authors pre-build their customer list?
How do authors test copy and learn about their readers?
How do authors prioritise their time when writing?
Leancamp
What awareness channels can we partner with?
What do people learn at Leancamp that they apply?
What do famous thought-leaders get out of conferences?
What are your Big 3 right now?
Does it do what it says on the tin?
Can we make it usable enough?
Do people really, truly want it?
What could kill you?
Take 3 minutes to write them down.
Are they to learn or confirm?
EXERCISE
2 stages of learning
Discovery Validation
2 stages of learning
Learn Confirm
So, we had a meeting!
❝
❞
Claudia
Sounds great. I
love it!
❝
❞
Claudia
Sounds great. I
love it!
❝
❞
Jeremy
Brilliant -- let me know
when it launches!
❝
❞
Jeremy
Brilliant -- let me know
when it launches!
Compliment?
Stalling tactic?
They don’t care. :(
❝
❞
Jeremy
There are a couple
people I can intro you
to, when you’re ready.
❝
❞
Jeremy
There are a couple
people I can intro you
to, when you’re ready.
Partial commitment?
Validate by going for
full commitment.
❝
❞
Claudia
I would definitely
buy that!
❝
❞
Claudia
I would definitely
buy that!
ANGER!
Meetings succeed when they
advance to the next step.
Examples of
advancement
> Permission to contact again
> Clear next meeting
> Introduction to decision-maker
> Commitment to run a trial
> Pre-purchase
Real learning comes from
Facts Commitment
www.momtestbook.com
www.signal.ly
www.custdevcards.com
Course-correction
“I wish I knew that sooner.”
Building with
a heartbeat.
Build
Learn
Measure
Minimum Viable
What is the minimum thing I need to build
to prove or disprove this?
Pick a
learning goal
What big make-or-break risks
or idea is the one you want to
nail down this week?
(Hint: use the Canvas or
metrics to make sure it’s
relevant.)
EXERCISE
Start with your
learning goal.
Pick a learning goal.
Pick a measurement.
Draw your MVP on a blank sheet.
Build
Learn
Measure
Iteration
Do Less
Improve the big picture
Learn, then confirm
Course-correction
Principles
Build
Learn
Measure
2 stages of learning
Learn Confirm
Make it your own.
So, Prezi goes into
education...
EXERCISE
What are your Big 3 right now?
Does it do what it says on the tin?
Can we make it usable enough?
Do people really, truly want it?
What could kill you?
Take 3 minutes to write them down.
Are they to learn or confirm?
EXERCISE
2 stages of learning
Learn Confirm
How’s it going with .... ?
Interesting. Tell me more about that.
Can we go back to what you were
saying about...?
Hi.
www.foundercentric.com
Person Job Problem Measure Solution Excited Guilty Upset
Their words - not yours!
One phrase per card.
Pair. One interviewer, one notetaker.
Recording the right stuff.
Past, not future
Fact, not opinion
Specifics, not general
(Talk about their life, not your idea.)
The Mom Test
Salim Virani
@SaintSal
salim@foundercentric.com
Rob Fitzpatrick
@robfitz
rob@foundercentric.com
www.foundercentric.com
Thanks!

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