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What is Lean?

"Lean Startup" is an approach for launching businesses and products, that relies on validated learning, scientific experimentation, and iterative product releases to shorten product development cycles, measure progress, and gain valuable customer feedback. - Wikipedia

What is Lean?

"Lean Startup” is a process for validating and invalidating your assumptions as quickly as possible to discover and deliver what people actually want. - Me

It Starts With a Vision

It Starts With a Vision

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It Starts With a Vision

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It Starts With a Vision

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Too Often Startups Build This...

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When Customers Really Want This...

Customer Needs and Pains Are Everywhere

Qualitative •  Customer Interviews •  Support Emails/Chat •  Twitter Stalking •  Behavior Observation •  Competitors •  Usability Studies Quantitative •  Internal Data •  External Data •  Surveys

Foundation of Lean

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Foundation of Lean

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Foundation of Lean

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Look Familiar?

Pivot Pivot Pivot (drink!) A change in strategy without a change in vision. - Eric Ries Types of pivots •  Customer segment (e.g. Tapjoy) •  Customer need (e.g. Groupon) •  Platform (e.g. Facebook) •  Zoom in (e.g. Instagram) •  Zoom out (e.g. PlayHaven) •  etc...

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Tangent: History of PlayHaven Pivots

•  8/2008 – Community for console and PC gamers (MyGameMug.com)

•  3/2009 – Community for World of Warcraft players (WoWHeadhunter.com)

•  11/2009 – Mobile game in-app communities •  7/2010 – Cross-promotion barter network •  1/2011 – Mobile game discovery app •  9/2011 – Mobile game marketing/monetization

tools •  mid-2012 – LTV-maximization platform

Foundation of Lean

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You Can Learn Without Building an MVP

Minimum Viable Product Experiment (MVE) Examples: •  Customer Interviews (e.g. Lean Startup Machine) •  Landing Page Test (e.g. Buffer) •  Undercover Competitor Studies •  Concierge/Wizard of Oz (e.g. Zappos) •  Prototypes •  A/B Tests

Exercise: What’s the MVE?

Our AWESOME Idea: Re-Engagement Advertising •  What are our assumptions? •  What’s the riskiest assumption? •  How can we validate/invalidate the riskiest

assumption quickly?

MVP != Shitty Product

The Minimum Viable Product (MVP) is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. - Eric Ries

Why Build an MVP?

•  To reduce risk •  You don’t really know what customers want •  Deliver customer delight faster •  Learn faster •  Narrow scope, reduce variables •  Easier to kill your baby

When Not to Release an MVP

•  You’re building a rocket ship •  Replacing existing competitors/solutions •  REMEMBER: don’t lose sight of the vision and

purpose – to deliver customer delight

Lean Examples @ PlayHaven

Lean #ftw •  User Segmentation •  Geo and Creative Optimization •  Strengthen The Core (Salesforce, Email Alerts) •  Insights Email Lean #fail •  Virtual Good Promotion •  Mobile Game Discovery App

Closing Words

•  Be lazy •  Ask: how can I maximize the amount of impact/

effort (ROI)? •  Lean marketing •  Lean sales •  Lean support •  Lean design •  Lean engineering (agile/scrum)

Deliver Cookies

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