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Validación, entrevistas y prototipado.(EN)

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Validación, entrevistas y prototipado.(EN)

  1. 1. MVPs and prototyping Wilhelm Lappe
  2. 2. ValidationandMVPs STARTUP… STARTUP… STARTUP… STARTUP… STARTUP… STARTUP… STARTUP… STARTUP… STARTUP…
  3. 3. ValidationandMVPs Interviews
  4. 4. ValidationandMVPs interviews get out of the building the value of direct contact feeling, improvise, non verbal communication interact with humans
  5. 5. ValidationandMVPs interviews interviews vs surveys qualitative vs quantitative. What/how vs how many we don’t need a statistical truth on-line is dangerous
  6. 6. ValidationandMVPs what kind of people You should interview your potential customers and/or users Your friend’s opinion doesn’t matter Your grandma will always love the product
  7. 7. ValidationandMVPs finding people to interview networking: 1st degree Linkedin contacts, your contact list marketing actions: twitter/facebook followers, landing page subscribers,… cold calling: not the best way but… if you can’t find people to have a coffee, how do you want to get customers?
  8. 8. ValidationandMVPs finding people to interview when you have 1-5 people it’s easier ask for new introductions people know similar people and usually they are open to do an introduction
  9. 9. ValidationandMVPs interviews: tips many people are not familiar with interviews explain what you want to do: clarify you’re not selling anything try to add some value to them: I’ll tell you the results, I’ll invite you to be a first user… maybe you’re asking for a favor: invite to coffee
  10. 10. ValidationandMVPs interviews: tips brief, ask for 20 min. It’s a coffee break move to the place of the interviewee maybe visiting your coworking is cool: use it don’t pay for the interview: it affects the answers and the profile
  11. 11. ValidationandMVPs bad and good questions What do you like? : cinema, theater…. What did you do yesterday? watched tv and ate burgers Ask about behaviors, not about ideas People lie, at least they idealize themselves
  12. 12. ValidationandMVPs don’t be a seller an interview is subjective by itself: try to avoid it you’re not selling: get feedback speak less, listen most of the time taking notes is ok, writing everything is annoying people don’t like to be recorded
  13. 13. ValidationandMVPs cultural issues answers are different depending on the country: read between the lines Germans give honest feedback: and it hurts Spaniards always agree with you (despite thinking you’re crazy) understand: yes, yes, YES, YES!!!!
  14. 14. ValidationandMVPs do it with a scientific method setup fail/success criteria beforehand fill the template for every single interview that’s critical to understand different customer segment criteria analyze the data you get, not your feelings
  15. 15. ValidationandMVPs it’s not terrible This is the first time talking with your customers, or at least with customers in this country It’s demanding, and breaking the ice is difficult, more speaking another language But at the end it’s a very rewarding experience
  16. 16. ValidationandMVPs Interviews: problem interview
  17. 17. ValidationandMVPs problem interview check the problem • Talk about the problems: 3 problems – 1 story • Rank the problem: troubles and pains • pain level: must, nice, don’t need • current alternatives • New problems???
  18. 18. ValidationandMVPs problem interview: results what must you have? an identified early adopter: demographics a worthy problem to be solved: must-have how that’s solved now
  19. 19. ValidationandMVPs Interviews: solution interview
  20. 20. ValidationandMVPs solution interview check the problem and customer show the solution: what do you have discover the price: not easy
  21. 21. ValidationandMVPs solution interview: steps demo: this is the key show a solution for each problem wait for questions screenshots: which ones do you like, which ones to remove did you miss something?
  22. 22. ValidationandMVPs solution interview: steps price: “is art” would you like to use for free tell the price go top to bottom, something painful but only a little summarize : would you like to use the beta, ask for more contacts?
  23. 23. ValidationandMVPs solution interview: results what must you have? an identified early adopter: demographics a worthy problem to be solved: must-have minimum features to solve it a price the customer would like to/can pay a business opportunity
  24. 24. ValidationandMVPs MVPs
  25. 25. ValidationandMVPs Main objective: learning MVP: Minimum Viable Product • Is one, probably the most critical step in Lean Startup Methodology. • It’s needed to check the validations and the interaction between customers and users. • It’s essential to understand the ‘Product-Market Fit.’
  26. 26. ValidationandMVPs MVP: techniques MVP: Minimum Viable Product An MVP is really an experiment, something that allows us to learn something. It can be divided into three categories. • Experiments • Minimum Selling Point (MSP) • First Version of the Product
  27. 27. ValidationandMVPs MVP: techniques MVP: Minimum Viable Product An MVP should contain the VALUE PROPOSITION of the final product or service If not, we are not validating our project.
  28. 28. ValidationandMVPs MVP: techniques Experiments
  29. 29. ValidationandMVPs MVP: techniques Experiments It’s the first approach to interact with users or customers. • Measure the real reaction of the customers • Get their feedback • Check to see how much they will pay for the product • Challenge us to attract the first customers “But we are always selling the promises of the product, not the product itself”
  30. 30. ValidationandMVPs MVP: techniques Experiments, The Main Objective: Learn We can do it only with an experiment, typically they are… • Landing Pages • Fake Products • Non-Functional Versions of Hardware/Software • Mockups
  31. 31. ValidationandMVPs MVP: techniques Experiments, Landing Pages • They are a “Smoke” Product • Use SEM and spend 5-10€ per day to attract traffic • Create A/B tests “B2C is better than B2B”
  32. 32. ValidationandMVPs MVP: techniques Experiments, Landing Pages
  33. 33. ValidationandMVPs MVP: techniques Experiments Using Competitors Products
  34. 34. ValidationandMVPs MVP: techniques Minimum selling point
  35. 35. ValidationandMVPs MVP: techniques Minimum Selling Point The first time you are asking for money in a ‘systematic way.’ • Show the complete value proposition/features of new product • The challenge of attracting customers in recurrent way • Start understanding marketing operations and costs “Sometimes we are selling a product, sometimes a promise.”
  36. 36. ValidationandMVPs MVP: techniques Minimum Selling Point, examples • A Crowdfunding Campaign • A Pre-Sales Site • E-Commerce Site • A PPT and a Contract (Close to a B2B Deal) “All in all, the product is not ready. Sometimes the customer knows this, sometimes they don’t.”
  37. 37. ValidationandMVPs MVP: techniques Minimum Selling Point Crowdfunding or Pre-Sales are great, because people speak with money!
  38. 38. ValidationandMVPs MVP: techniques Minimum Selling Point Pre-Sales: Your website as crowdfunding…
  39. 39. ValidationandMVPs MVP: techniques Minimum Selling Point Prototype Apps with Coupons: A Big Leap of Faith
  40. 40. ValidationandMVPs MVP: techniques Minimum Selling Point, Why People Will Pay? Creating a need: Limited Editions (also present in crowdfunding)
  41. 41. ValidationandMVPs MVP: techniques Minimum Selling Point, Why People Will Pay? It’s also a limited edition…
  42. 42. ValidationandMVPs MVP: techniques Experiment / Minimum Selling Point Customised products: (fake)
  43. 43. ValidationandMVPs MVP: techniques First Version of the product
  44. 44. ValidationandMVPs MVP: techniques First Version of the Product: MVP’s • The first simple, ugly, and shameful version of the product. • An e-commerce or Mechanical Turk approach • It’s possible to understand the behavior of the user • We understand the first metrics of our product, Future versions will improve. “The key is to do something very simple. If you complicate it, the product is not an MVP.”
  45. 45. ValidationandMVPs MVP: techniques First Version of the Product Do something manually before creating the technology • E-Concierge: people know it’s manual, but you’re learning. • Mechanical Turk: people don’t realize it’s manual, but it’s difficult to be real-time.
  46. 46. ValidationandMVPs Real Cases and examples
  47. 47. ValidationandMVPs
  48. 48. ValidationandMVPs Main objective: learning App For Teaching Math Let’s think in an app to teach math to kids from 8 to 12 years old… • Experiments: Sell competitor Apps, Show it, Learn what people like or not, Solution Interviews can help with translation • Minimum selling point: Create a landing page, sell coupons, Charge for the first ones • First version of the product: First version of the App, Only Android, IOS or Web, Include first lessons and features
  49. 49. ValidationandMVPs Main objective: learning Taxi App Similar context to Uber or MyTaxi • Experiment: Launch a landing page where customers can order a taxi. You have a spreadsheet and 1 hour to manually call a taxi • Minimum Selling Point: Test your fee by talking to drivers or using Paypal (manually). • First Version Product: Automate some emails and processes using something like Zapier….or add more people
  50. 50. ValidationandMVPs Main objective: learning Smart Jewel www.zerojewels.com A Jewelry line focused on providing a gift for special moments…its pricing ranges from 100-200 euros • Experiment: Ranges from design forms, pendant/earrings, materials, textures, and colors • Minimum Selling Point: A pre-sale with the date of launch and pictures of the prototypes. The website will not work without a physical product • First Version Product: A few jewels come in different colors/materials: the packaging and digital experience is all included in the MVP
  51. 51. ValidationandMVPs Main objective: learning Smart Jewel www.zerojewels.com
  52. 52. ValidationandMVPs Main objective: learning Hardware product • Experiments: Find perfect size/design, present the potential customer different renders/non-functional versions, Test functionalities with working product • Minimum selling point: A web page where you can pre- order, and pay for the product, Crowdfunding included, create a prototype, video, or features list • First version of the product: Create the real product. Maybe 10-100 units, Validate everything before you manufacture it
  53. 53. ValidationandMVPs Main objective: learning Hardware Product, Real Case: Miito A sustainable alternative to the electric kettle…
  54. 54. ValidationandMVPs Main objective: learning SOUNDBRENNER Experiment Prototyping Hardware: Functional vs Design
  55. 55. ValidationandMVPs Main objective: learning SOUNDBRENNER Minimum Selling Point
  56. 56. ValidationandMVPs Why is it So Complicated?
  57. 57. ValidationandMVPs Main objective: learning MVP: Fears It’s simple but entrepreneurs create their own barriers: • It’s crappy • It’ll damage the brand prestige • The users can’t tell us what they want
  58. 58. ValidationandMVPs Main objective: learning MVP: Challenges It’s easier in digital than in real life and in services than in products • How to prototype restaurants or shops: pop-up stores, corners… • When your value is based on design and quality • Hardware: prototyping vs manufacturing • B2B: not many chances to fail
  59. 59. ValidationandMVPs Conclusions
  60. 60. ValidationandMVPs Main objective: learning Conclusions There is not a single answer or path to go through • It depends on the product/service and value proposition • It’s simple to do the first experiments and the minimum selling point • We will learn a lot, sometimes painful, about how to create and sell the real product • We know what we are trying to learn and what are the risks associated
  61. 61. ValidationandMVPs Main objective: learning “I hope it will help entrepreneurs to do more MVPs, something that many times they find scary.”
  62. 62. ValidationandMVPs Wilhelm Lappe @wlappe www.emprelab.com - @emprelab info@emprelab.com Wilhelm Lappe Thanks!

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