Emrah Yalaz - Make Something People Want - Startup AddVenture Middle East 2015

1. EMRAH YALAZ
STRING VENTURES
MAKE SOMETHING
PEOPLE WANT
#STARTUPADDVENTURE

2. 1"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
How"to"Find"Out"
What"Users"Really"Want"

3. 2"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
What"is"
valuable?"
What"is"
missing?"
What""
can"we"do?"
Peter%Thiel%
win$

4. 3"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
market"
problem"
potenKal"
"
compeKKon"
soluKon"
barriers"
idea"
service"
execuKon"
Team"
Customer"
Investor"
win$

5. 4"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Make"something""
people"want"
"
"
""Paul"Graham"

6. 5"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
market"
problem"
potenKal"
"
compeKKon"
soluKon"
barriers"
idea"
service"
execuKon"
Paul%Graham%
make%
something%

7. 6"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
market"
problem"
potenKal"
"
compeKKon"
soluKon"
barriers"
idea"
service"
execuKon"
Paul%Graham%
people%
want%

8. 7"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
(a)"Find"simple"soluKons""
(b)"to"overlooked"problems""
(c)"that"actually"need"to"be"solved,"and""
(d)"deliver"them"as"informally"as"possible,"
(e)"starKng"with"a"crude"version"1,"then""
(f)"iteraKng"rapidly."
"
""Paul"Graham"

9. 8"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Make"something""
people"want"
"
"
""Paul"Graham"

10. 9"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"≠"Persons"
People"="Customers"

11. 10"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Purpose"of"the"
entrepreneur"is"to"
create"a"customer"
"
""Peter"Drucker"

12. 11"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Customer"="""
a"demand"paern"that"
reached"criKcal"mass"

13. 12"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Customer"≠"A"Person"
Customer"="Persona"

14. 13"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
1."Build"a"Persona"
"
"

15. 14"
facts&
behaviors&
wants&and&goals&
portrait&

16. 15"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Make"something""
people"want"
"
"
""Paul"Graham"

17. 16"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
2."Interview"the"Persona"
"
"

18. 17"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Interview"the"persona""
in3person"
"
Phone"and"skype"calls"don’t"count"as"
much."Surveys"are"for"later"stages.""

19. 18"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
The"most"important"thing"in"
communicaKon"is"to""
hear"what"isn’t"being"said"
"
""Peter"Drucker"

20. 19"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Interview"in"pairs"to"
extract"persona’s"criteria"
"
One"founder"leads"conversaKon,"
other"takes"notes."Lots"of"notes."

21. 20"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want"things"at""
3"to"5"levels"
"
Must"discover"criteria"for"ALL"levels"

22. 21"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Use"validate3rephrase3
query"loop"to"reach"the"
next"level"
"
Asking"why?"without"asking"why?"

23. 22"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Look"for"a"Story""
about"recent"and"
specific"experience"
"
Persona"speaks"90%"of"the"Kme,"
goes"into"flow."Take"lots"of"notes."

24. 23"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Consolidate"mid3levels"
to"steer"the"product"
"
Goldilocks"principle"

25. 24"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want""
same"things"at"the"
deepest"level"
"
"

26. 25"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"

27. 26"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"

28. 27"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want""
what"others"want""
at"surface"levels"
"
"

29. 28"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"

30. 29"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
3."Repeat"132"unKl"you"
Find"HSUFU"Problem"
"
"

31. 30"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
(a)"Find"simple"soluKons""
(b)"to"overlooked"problems""
(c)"that"actually"need"to"be"solved,"and""
(d)"deliver"them"as"informally"as"possible,"
(e)"starKng"with"a"crude"version"1,"then""
(f)"iteraKng"rapidly."
"
""Paul"Graham"

32. 31"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Hard"
Schleppy"
Unsexy"
Frequent"
Urgent"

33. 32"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Hard"
Schleppy" "="Overlooked"
Unsexy"
Frequent"
Urgent"

34. 33"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Hard"
Schleppy" "="Overlooked"
Unsexy"
Frequent" "="Needs"
Urgent " """"SoluKon"

35. 34"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Hard"="Worry+Suspense"
"
if"you"worry""
a."you"won't"be"able"to"fully"
understand"the"problem,"and""
b."soluKon"will"come"out"badly,""
then"it’s"hard"

36. 35"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
Stop"thinking"about""
1st"world"problems""
"
A"lot"of"stuff"is"broken"in"Turkey"

37. 36"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
NoKce"HSUFU"in""
rapidly"changing"fields"
"
Infrastructure"problem"="HSUFU"

38. 37"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
NoKce"HSUFU"in""
slow3moving"industries"
"
Slow3moving"="Unsexy"

39. 38"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
4."Build"a"SoluKon"
"
"

40. 39"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want"simple"
"
Simple"="Discriminate"

41. 40"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
In"anything"at"all,"perfecKon"is"
finally"aained"not"when"there"is"no"
longer"anything"to"add,"but"when"
there"is"no"longer"anything"to"take"
away."
"
"Antoine"de"Saint"Exupery"

42. 41"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
When"you"first"solve"a"problem,"you"
come"up"with"something"very"
complex,"and"most"people"stop"
there."If"you"keep"living"with"the"
problem"you"arrive"at"very"elegant"
and"simple"soluKons"
"
""Steve"Jobs"

43. 42"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want"Kmeless"
"
Aim"to"appeal"few"generaKons"

44. 43"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want"fewer"
physical"stuff"
"
Stuff"used"to"be"valuable.""
Now,"a"burden."

45. 44"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
People"want"more"
services"
"
Experiences"beat"atoms."

46. 45"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
PredicKon:""
Startups"who"integrate"
psychology"into"design"will""
build"the"next"wave"of"
break3through"products"

47. 46"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
The"best"way""
to"predict"your"future""
is"to"create"it"
"
""Peter"Drucker"

48. 47"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
""
""
Emrah"Yalaz"
emrahyalaz@stringventures.com"
"
@emrahyalaz"
"

49. 48"©"Copyright"String"Ventures"33"Do"not"copy,"reprint"or"redistribute"33"February"27,"2015"
How"to"Find"Out"
What"Users"Really"Want"