ProductCamp Austin Presentation - Case Study - Live Athlete

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1st presentation to ProductCamp Austin on February 23rd, 2019. The presentation covered the lifecycle of Live Athlete, a SaaS startup that never found product-market fit.

Technology

Objective of
Case Study
3
● Timelines
● Evaluating Through
PM Lense
● Lean Startup
● Belief vs. Belief

Personal Timeline:
June 2015 - Certified as NFL Agent
September 2017 - Started Coding
Bootcamp at UT
April 2018 - Finished Bootcamp
September 2018 - PM Course at
General Assembly
February 2019 - ProductCamp
Live Athlete Timeline:
Jan 2015 - Founded
April 2016 - 1st Draft
October 2016 - Kerby Lane Incident
January 2017 - Pivot to App
October 2018 - Pivot to LEAN
December 2018 - Shuttered
4

Hypothesis
By creating an online destination for athletes to research,
connect with, and contract with industry pros, Live Athlete will
become the defacto source for everyone involved in the
process of helping athletes reach the professional levels.
5

Question
Does Your Personal
Experience Translate
Universally?
6

Answer
Only If User Research
Validates That Assumption
8

● >1M people in the USA
● > 50k Serviceable Market
● > 5-10k Market Share
How Big is The Market
10

Answer
Critically Evaluate Market
with Real Facts
11

Question?
If You Build It, They Will
Come!
Right?
12

Answer
Don’t Build or Spend Money
Run Lean
Ex: Poppy App
14

15
Building a Startup is
About Solving a
Problem - Avni Patel
Thompson of Poppy
https://youtu.be/0W5Jaip5_-g

Answer
Consider All Possible
Competitors Including Doing
Nothing.
17

Question
What Can You Launch and Still
Charge Money?
19

Answer
Users Will Only Pay if You
Deliver Measurable Value.
21

Question
Do Your Users Want or Need
Your Product?
22

Industry pros from across the sports landscape become paid
members and athletes regularly engage with Live Athlete to
research and find industry pros to advance their careers.
Product / Market Fit
23

Answer
They Better Give a Shit or You
Will be Shit Out of Luck.
24

Question
Are You The Right Person to
Lead This Product?
25

Failures of Live Athlete
● We didn’t know or apply Agile Methodologies
● Would have been much faster development cycle with Lean
Startup thinking
● There was no Build-Measure-Learn
● Did not trust obvious feedback or lack thereof
● Pursued Full Featured “MVP” rather than true “MVP”
27

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ProductCamp Austin Presentation - Case Study - Live Athlete

1. A Case Study By Darren Smith 1

2. In Kind

3. Objective of Case Study 3 ● Timelines ● Evaluating Through PM Lense ● Lean Startup ● Belief vs. Belief

4. Personal Timeline: June 2015 - Certified as NFL Agent September 2017 - Started Coding Bootcamp at UT April 2018 - Finished Bootcamp September 2018 - PM Course at General Assembly February 2019 - ProductCamp Live Athlete Timeline: Jan 2015 - Founded April 2016 - 1st Draft October 2016 - Kerby Lane Incident January 2017 - Pivot to App October 2018 - Pivot to LEAN December 2018 - Shuttered 4

5. Hypothesis By creating an online destination for athletes to research, connect with, and contract with industry pros, Live Athlete will become the defacto source for everyone involved in the process of helping athletes reach the professional levels. 5

6. Question Does Your Personal Experience Translate Universally? 6

7. ● 21 year old Football Player at Drake University ● Wants to get drafted, but knows he is a long shot. ● Is actively trying to find Sports Industry Pros to help him get to the NFL. ● Has passion and persistence. 7 Grant Montana John Steinberg ● Newly registered NFL Agent ● Does not have the backing of a large agency ● Needs help finding athletes who want to be signed ● Has the money to spend on marketing, training, and more. Just needs a shot. Chuck Weider ● Small Training Facility in Louisiana ● Wants to get into NFL Combine training ● Needs help finding athletes to train ● Has the expertise to run a great problem, but lacks brand awareness

8. Answer Only If User Research Validates That Assumption 8

9. Question How Big is Your Market? 9

10. ● >1M people in the USA ● > 50k Serviceable Market ● > 5-10k Market Share How Big is The Market 10

11. Answer Critically Evaluate Market with Real Facts 11

12. Question? If You Build It, They Will Come! Right? 12

13. 13

14. Answer Don’t Build or Spend Money Run Lean Ex: Poppy App 14

15. 15 Building a Startup is About Solving a Problem - Avni Patel Thompson of Poppy https://youtu.be/0W5Jaip5_-g

16. Question? Who Are Your Competitors? 16

17. Answer Consider All Possible Competitors Including Doing Nothing. 17

18. Instagram Direct Message 18

19. Question What Can You Launch and Still Charge Money? 19

20. 20

21. Answer Users Will Only Pay if You Deliver Measurable Value. 21

22. Question Do Your Users Want or Need Your Product? 22

23. Industry pros from across the sports landscape become paid members and athletes regularly engage with Live Athlete to research and find industry pros to advance their careers. Product / Market Fit 23

24. Answer They Better Give a Shit or You Will be Shit Out of Luck. 24

25. Question Are You The Right Person to Lead This Product? 25

26. Answer I HOPE SO! 26

27. Failures of Live Athlete ● We didn’t know or apply Agile Methodologies ● Would have been much faster development cycle with Lean Startup thinking ● There was no Build-Measure-Learn ● Did not trust obvious feedback or lack thereof ● Pursued Full Featured “MVP” rather than true “MVP” 27

28. Belief in Self vs. Belief in Product 28

29. In Kind

30. Thank You ! www.LinkedIn.com/in/DarrenMSmith Or scan QR for LinkedIn Profile 30 Darren Smith www.Dar.ren Smith@Dar.ren

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