Pivot to Find Product / Market FitFrank V. Taylor

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Ideation

Iteration - I

Problem: Need cheap / safe / legal stress relief

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Customer: Students with $ on campus ID card

Solution: Pay-per-use massage chairs with ID card reader payment system

MVP - I

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Validated Learning 1

Assumption Tested: Students will use massage chairs to relieve stress.

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Experiment: 1 chair in library for 9 days (free)

Result: 550 uses. Assumption Validated

Validated Learning 2

Assumption: Students will pay for the service.

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Experiment: Surveyed 170 users.

Result: 50% reported willingness to pay. Assumption Validated (but suspect)

Important!

“People are terrible predictors of their own

future behavior.”

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Working* Product

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Iteration - II.a

Problem: Stressed out students & negative perception on campus

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Customer: Student Assembly w/ big slush fund

Solution: Sponsor free massages in the library during final exam week

Validated Learning 1

Assumption: Student Assembly will pay to help students relax & improve image on campus.

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Experiment: Pitched sponsorship.

Result: Paid $8K. Assumption Validated

Iteration - II.b

Problem: Money to spend?

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Customer: Student Center facility managers

Solution: Provide free massages in the student center all year

Validated Learning 2

Assumption: This is a repeatable business model.

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Experiment: Pitched to 50 other schools.

Result: 0/50 buy. Assumption Invalidated

Important!

“Test assumptions about customer behaviors that

drive growth.”

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Iteration - II.a

Problem: Stressed out students & negative perception on campus

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Customer: Student Assembly w/ big slush fund

Solution: Sponsor free massages in the library during final exam week

Iteration - III

Problem: Need to attract a captive audience

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Customer: Trade show exhibitors

Solution: Provide free massages in trade show exhibit space

Validated Learning 1

Assumption: Event marketers will rent our massage chairs.

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Experiment: Pitched at industry event.

Result: Restin unit too heavy. Invalidated.

Golden Nugget of Info

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Do you rent regular massage chairs...like the

ones at Brookstone?

Validated Learning 2

Assumption: Event marketers will rent regular massage chairs.

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Experiment: Pitched via website & SEO.

Result: Paying customers in 3 months. 6-figure revenue in 12 months. Assumption Validated.

Success!

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