10 steps to product market fit - Ash Maurya

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Once you launch your MVP, the feedback starts rolling in. While listening to your customers is key, you have to know how. In this session, Ash Maurya will explain why simply listening to customer feedback or relying on metrics is NOT enough. He’ll outline a 10 step process for iterating your product to market fit.

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  • Hi Aron, unfortunately we only started filming Startupfest in 2012. Ash spoke in our first year (2011). He is an outstanding presenter...hunt down a presentation or find an event he's speaking at. Well worth it. Phil.
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  • I would love to see a presentation from Ash where he used this. Does anyone know of one available to watch? I get the sense that watching him presenting on this would really help me bring this process into my team through seeing him explain all these concepts and stages in a presentation setting.
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  • 10 steps to product market fit - Ash Maurya

    1. 1. 10 STEPS TOPRODUCT/MARKET FIT hashtag: #startupfest ASH MAURYA @ashmaurya http://www.ashmaurya.com
    2. 2. products9/10 startups fail
    3. 3. 66% drastically change their original plans
    4. 4. Not a better Plan A but a path to a plan that works.
    5. 5. Lean Startup is a systematic process for iterating from Plan A to a plan that works before running out of resources.
    6. 6. Plan that works = Scalable, repeatable, business model
    7. 7. Product/Market Fit is the first thing that matters.
    8. 8. via Tara Hunt (@missrogue)
    9. 9. Agenda: 10 Steps to Product/Market Fit1. Document your Plan A2. Tackle the riskiest parts first3. Maximize for speed, learning, and focus
    10. 10. Agenda: 10 Steps to Product/Market Fit1. Document your Plan A2. Tackle the riskiest parts first3. Maximize for speed, learning, and focus
    11. 11. Reasonably smart people can rationalize anything but entrepreneurs are especially gifted at this.
    12. 12. Business Model versus Business Plan
    13. 13. Business Model versus Business Plan A document investors make you write that they don’t read
    14. 14. Business Model versus Business PlanA single diagram of your business
    15. 15. Problem Solution Unique Value Unfair Customer Proposition Advantage SegmentsTop 3 problems Top 3 features Single, clear, Can’t be easily Target compelling copied or customers message that bought states why you are different and Key Metrics worth buying Channels Key activities Path to you measure customersCost Structure Revenue StreamsCustomer Acquisition Costs Revenue ModelDistribution Costs Life Time ValueHosting RevenuePeople, etc. Gross Margin PRODUCT MARKETLean Canvas is adapted from The Business Model Canvas (http://www.businessmodelgeneration.com) and is licensed under theCreative Commons Attribution-Share Alike 3.0 Un-ported License.
    16. 16. 1 Your product is NOT “the product”.
    17. 17. Your “product” is NOT the productProblem Solution Unique Unfair Customer Value Advantage Segments Proposition Key Metrics ChannelsCost Structure Revenue Streams
    18. 18. Your “business model” IS the productProblem Solution Unique Unfair Customer Value Advantage Segments Proposition Key Metrics ChannelsCost Structure Revenue Streams
    19. 19. 2 Brainstorm multiple models and prioritize where to start.
    20. 20. Brainstorm possible models Time
    21. 21. Prioritize where to start 1. Customer Pain Level 2. Ease of Reach 3. Price/Gross Margin 4. Market Size Time
    22. 22. Agenda: 10 Steps to Product/Market Fit1. Document your Plan A2. Tackle the riskiest parts first3. Maximize for speed, learning, and focus
    23. 23. Identify the riskiest parts of your model Time
    24. 24. 3 Understand the three stages of a startup.
    25. 25. 3 Stages of a Startup Problem/Solution Product/Market Scale Fit Fit Stage 1 Stage 2 Stage 3
    26. 26. 3 Stages of a Startup Problem/Solution Product/Market Scale Fit Fit Do I have a problem worth solving?
    27. 27. 3 Stages of a Startup Problem/Solution Product/Market Scale Fit Fit Have I built something people want?
    28. 28. 3 Stages of a Startup Problem/Solution Product/Market Scale Fit Fit How do I accelerate growth?
    29. 29. Before Product/Market Fit Problem/Solution Product/Market Scale Fit Fit Focus: Validated Learning Experiments: Pivots Terrain: Qualitative
    30. 30. After Product/Market Fit Problem/Solution Product/Market Scale Fit Fit Focus: Validated Learning Focus: Growth Experiments: Pivots Experiments: Optimizations Terrain: Qualitative Terrain: Quantitative
    31. 31. 4 Focus on the right macro metrics.
    32. 32. Key Metrics Acquisition How do users find you? Activation Do users have a great first experience? Retention Do users come back? Revenue How do you make money? Referral Do users tell others?
    33. 33. Before Product/Market Fit Acquisition How do users find you? Activation Do users have a great first experience? Retention Do users come back? Revenue How do you make money? Referral Do users tell others? Value metrics
    34. 34. After Product/Market Fit Acquisition Activation Retention Growth metrics Revenue Referral
    35. 35. Agenda: 10 Steps to Product/Market Fit1. Document your Plan A2. Tackle the riskiest parts first3. Maximize for speed, learning, and focus
    36. 36. Speed
    37. 37. Learning Speed
    38. 38. FocusLearning Speed
    39. 39. The optimal learning loop Premature SpeedOptimization Chasing your tail Learning Focus Run out of resources
    40. 40. 5 Formulate falsifiable hypotheses.
    41. 41. Too Vague: Being known as an “expert” will drive early adoptersSpecific and Testable: Blog post will drive >100 early sign-ups
    42. 42. 6 Architect for learning.
    43. 43. Landing Page > Pricing > Signup
    44. 44. Landing Page > Pricing > Signup
    45. 45. Landing Page > Pricing > Signup
    46. 46. 7 Architect for speed.
    47. 47. Most learning happensSome learning here Requirements Development QA Release Very little learning
    48. 48. Most learning happensSome learning here Continuous Requirements Release Deployment Shorten cycle time
    49. 49. 8 Go only as fast as you can learn.
    50. 50. BACKLOG IN-PROGRESS (1) DONE
    51. 51. BACKLOG IN-PROGRESS (1) DONE
    52. 52. BACKLOG IN-PROGRESS (1) DONE
    53. 53. VALIDATED LEARNINGBACKLOG IN-PROGRESS (1) DONE
    54. 54. 9 Validate Qualitatively, Verify Quantitatively.
    55. 55. Qualitative Quantitative Start here Verify with data
    56. 56. The ideal conversion dashboard is part analytics and part customer relationship management.
    57. 57. 10 Systematically test your model.
    58. 58. Systematically test your model Time
    59. 59. Systematically test your model Time
    60. 60. Systematically test your model Time
    61. 61. Systematically test your model Time
    62. 62. Systematically test your model Time
    63. 63. Systematically test your model ... Time
    64. 64. Systematically test your model ... Time
    65. 65. Questions? RUNNING LEAN http://RunningLeanHQ.com Buy PDF: $19 or Pay with a tweetAsh Mauryatwitter: ashmauryablog: http://www.ashmaurya.com

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