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#LeanConf

We Built It,
And They Didn’t Come!
@LukasFittl
About Myself
Co-Founded 4 tech startups,
worked with many others

2007 - ’10

2011 - ’12

since 2011

since 2013
Recently:
Also:

&
Let me introduce you to:

started October 2010
Actual Revenue:

0 EUR
First of all,
lets talk about the

Team
Lukas

Design & Development

Michael

DevOps

Christian

Sales & Marketing
Lukas

Design & Development

Michael

DevOps

Christian

Sales & Marketing
Lukas

Design & Development

Ash

DevOps

Emiliano

Sales & Marketing
Lukas

Design & Development

Ash

DevOps

Emiliano

Sales & Marketing
Design & Development

DevOps

Sales & Marketing
Lukas

Design & Development

Michael

DevOps

Sales & Marketing
Lukas

Design & Development

Michael

DevOps

Sales & Marketing
Lukas

Design & Development

Andreas

DevOps

Sales & Marketing
Lukas

Design & Development

Andreas

DevOps

Sales & Marketing
Lukas (2011)

Lukas (Today)

What did
I learn?
Design & Development

DevOps

Sales & Marketing
Distribution
Product

Business
Product

1. The Art of Launching Your MVP
2. Radically Different Value Propositions
3. The Ideation Switch
Product

1. The Art of Launching Your MVP
2. Radically Different Value Propositions
3. The Ideation Switch
Launch = Make your Product available
to (some) customers
Not: Press Launch!
What we had at Efficient Cloud:
TODO

IN PROGRESS

Task

Task

Task

Task

Task

DONE
Task
Risk
UILD
B
UILD
B
ILD
BU

Time
Release!
In a group of Developers,
its really dangerous to
just “get things done”
IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Experiment
Risk

BUILD

BUILD

BUILD

BUILD

Release! Release! Release! Release!

Time
Charged Customers
$200 / month
from Day One
What we have at Spark59/USERcycle:
Perfection: 3+ months
Build:
Full Prototype
Measure: “Successful” Launch
Learn: (within months)
Iteration: 2-3 weeks
Build:
Weekend Prototype
Measure: Customers commit to buy
Learn: (within days)
Dictates how fast you can learn
Experiment Scope

Your Runway

How long you can survive
Product

1. The Art of Launching Your MVP
2. Radically Different Value Propositions
3. The Ideation Switch
Hosting Company, this helps you
implement PaaS and still get a lot
of customers onto one server.
(But you need SSD drives.)
Sounds complicated? Yes!
Bigger Problem: We didn’t
(really) try something different.
=> Landing Page Test
But we just tested for testing’s sake,
we didn’t believe in that product at all.
Version 1: Analytics for Marketers
Version 2: Analytics for Startups
Version 3: Analytics for SaaS Startups
Getting the Right Design
vs.

Getting the Design Right
Product

1. The Art of Launching Your MVP
2. Radically Different Value Proposition
3. The Ideation Switch
Kind-of-Sales
is not
Customer Development
Are you ideating or
are you executing?
Executing =
IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Experiment
Ideating =
Customer Interviews
Design Studio
Usability Tests
etc...
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
Main Assumption:
Customers would buy a
5000+ EUR license
&
integrate our Product
within weeks (not months)
Its ok to ignore your plan,
but focus on these
assumptions.
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
Don’t ever get too attached to
one single investor / customer / partner.
Berlin, London, Moscow, Kiev, Vienna
- all for one deal that didn’t go through.
Business

1. Financial Planning & Metrics
2. Making Deals
3. Traction First, Fundraising Second
He loved the product & team, but
the numbers never justified an investment.
Accelerators give you a peer group,
and access to a lot of people
(if you’re ready).
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
In the beginning
people believe in you first,
the product second.
Users who See Something About You

User Energy
80%

Click!
60%

Click!
40%

20%

0%

Left the Site
User Energy
80%

Click!

Users who See Something About You
vs
Users from Google Adwords

60%

Click!
40%

20%

0%

Click!
Left the Site
Personal Authenticity gives people
a better reason to look harder &
ignore their own misunderstanding.
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
Your Product

Messaging A

Customer A

Your Product

Messaging A

Customer B

Your Product doesn’t need to change,
Yet Your Messaging Can Change Everything
Credit: Kathy Sierra
Make Happy Customers,
Not: Make Customers Happy
Messaging is a journey without an end,
you will not reach perfection.
(but ideally people will still buy)
Distribution

1. Personal Authenticity
2. Getting the Message right is Hard!
3. Adapting to the Market
Continuously ask yourself:

Is this a good customer?
-> can be targeted & sold to
-> pays money
-> actually buys what you are selling
-> ideally you like them!
“We had a long discussion,
on doing this project at all right now.”
(2 months into the sales process)
Your biggest risk is

Indifference.

People just don’t care.
Your Team determines your
Distribution methods
e.g. Don’t target the Enterprise
if you’re missing the know-how.
Distribution
Product

Business
Thank you!

@LukasFittl
lukas@fittl.com

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