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Itai Damti
Founder Institute, Hong Kong
13/06/2016
 About Leverate & our story
 VP Producthood (2011-2014)
 Question #1: should you really listen to experienced PM’s?
 Question #2: why do startups die?
 Question #3: what is the real product of a startup?
 A world leader in technology for FX brokers
 1 bestselling suite, 14 products
 160 employees in 6 offices
 ~180 clients
 100b USD trading volume processed monthly
 Post 240k + 6.25m in funding (2008, 2011)
 Years of aggressive scale-up
 A million mistakes (1st time founder)
 Built products: market data, RM, liquidity, CRM, BI, mobile/web/tablet/desktop,
trading back-ends, API’s
 Killed products
 Had fun with The Kano Model and The Lean Startup
 Key challenges: Planning releases & roadmaps, Speccing, UX / UI, Action &
coordination around releases, Collecting feedback, Prioritizing, Knowledge
sharing, 3rd party management, Syncing teams, Functional vs. nonfunctional
requests, Measuring the effect
Problem/Solution
fit
Product/Market
fit
Scale up Operate at scale
No money? Poor team?
Poor
product?
Bad timing?
No
customers?
Competition?
Lack of
focus?
Lack of
passion?
Bad location?
Not
profitable?
Burnout? Legal issues?
- JUSTIN KAN
Complete
Short &
sweet
Portable
Thought
provoking
(Buffer)
NOW RAISE, SCALE AND
TAKE ADVICE FROM
EXPERIENCED PM’S.
1. Listen
2. Problem: fail in love with the problem.Your solution doesn’t matter
3. Revenue streams: charge early
4. Customer segment: relationship with customers is golden
5. You don’t have to build to test (Buffer)
6. Funding is not de-risking
7. But if you have it, are you really aligned with your investors?
8. PR doesn’t matter (TechCrunch or TR)
 Lesson #1: don’t be too serious about advice from experienced PM’s
 Lesson #2: startups fail because their founders (you!) didn’t de-risk fast enough
 Lesson #3: your product is not your code.Your product is a green lean canvas
 Method:
 Document your plan A
 Identify the riskiest parts
 Systematically de-risk
 A call to feel the urgency of de-risking + 8 tips
Twitter: itaidamti
LinkedIn: linkedin.com/in/itaidamti
Blog: www.imaginedorder.com

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Product development for startups

  • 1. Itai Damti Founder Institute, Hong Kong 13/06/2016
  • 2.  About Leverate & our story  VP Producthood (2011-2014)  Question #1: should you really listen to experienced PM’s?  Question #2: why do startups die?  Question #3: what is the real product of a startup?
  • 3.
  • 4.  A world leader in technology for FX brokers  1 bestselling suite, 14 products  160 employees in 6 offices  ~180 clients  100b USD trading volume processed monthly  Post 240k + 6.25m in funding (2008, 2011)
  • 5.  Years of aggressive scale-up  A million mistakes (1st time founder)  Built products: market data, RM, liquidity, CRM, BI, mobile/web/tablet/desktop, trading back-ends, API’s  Killed products  Had fun with The Kano Model and The Lean Startup  Key challenges: Planning releases & roadmaps, Speccing, UX / UI, Action & coordination around releases, Collecting feedback, Prioritizing, Knowledge sharing, 3rd party management, Syncing teams, Functional vs. nonfunctional requests, Measuring the effect
  • 6.
  • 8.
  • 9. No money? Poor team? Poor product? Bad timing? No customers? Competition? Lack of focus? Lack of passion? Bad location? Not profitable? Burnout? Legal issues?
  • 11.
  • 12.
  • 14.
  • 16.
  • 17. NOW RAISE, SCALE AND TAKE ADVICE FROM EXPERIENCED PM’S.
  • 18. 1. Listen 2. Problem: fail in love with the problem.Your solution doesn’t matter 3. Revenue streams: charge early 4. Customer segment: relationship with customers is golden 5. You don’t have to build to test (Buffer) 6. Funding is not de-risking 7. But if you have it, are you really aligned with your investors? 8. PR doesn’t matter (TechCrunch or TR)
  • 19.  Lesson #1: don’t be too serious about advice from experienced PM’s  Lesson #2: startups fail because their founders (you!) didn’t de-risk fast enough  Lesson #3: your product is not your code.Your product is a green lean canvas  Method:  Document your plan A  Identify the riskiest parts  Systematically de-risk  A call to feel the urgency of de-risking + 8 tips
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