Lean Marketing - Startup Marketing with Lean Startup Tactics
Lean Startup 101 and useful resources -
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Transcript of Lean Startup 101 and useful resources -
Interpreting LeanStartUp
Paul HeemskerkDelft, May 11 2012
@pmheemskerk
Long-term goal
@pmheemskerk
High Impact Firms ARE Important for the Economy
http://youtu.be/M7VZIbeUrSU @pmheemskerk
@pmheemskerk
LeanStartUp
@pmheemskerk
LeanStartUp – Builds a.o. on:
@pmheemskerk
What's a StartUp?
Borrowed from Steve Blank
A temporary organizationdesigned to search for
a repeatable and scalable
business model
@pmheemskerk
LeanStartUp 101 @pmheemskerk
Terminology LeanStartUp
@pmheemskerk
Borrowed from Steve Blank
@pmheemskerk
Borrowed from Steve Blank
@pmheemskerk
Problem / Solution Fit
Problem / Market Fit
Problem / Solution Fit
Scale
Stage 1
Stage 2
Stage 3
Focus:Validated Learning
Experiments:Pivots
Focus:Growth
Experiments:Optimizations
Ideal Time to Raise Funds
Borrowed from Ash Maurya
@pmheemskerk
The Pivot
A Change in STRATEGYWithout
A Change in VISION
(Steve Blank)
(Eric Ries)
=
@pmheemskerk
Statements (1)Your product is NOT the product (Maurya)
A StartUp is NOT a smaller version of a large company (Blank)
Accountants don't run startups (Blank)
No Business Plan survives first contact with customers (Blank)
Incorrect prioritization of risk is one of the top contributors of waste (Maurya)
@pmheemskerk
Devote 20% of your time to setup, 80% to conversations (Maurya)
Hire advisors for good advice, but don't follow it, apply it (Venture Hacks)
You don't need code to test a software product (Dropbox)
Life is too short to keep building something nobody (or not enough people) want (Maurya)
Validate Qualitatively, Verify Quantitatively (Maurya)
Statements (2)
@pmheemskerk
If you have a lot of uncertainty now, you don't need much data to reduce uncertainty significantly.
When you have a lot of certainty already, then you need a lot of data to reduce uncertainty significantly.
(Douglas Hubbard)
Statements (3)
@pmheemskerk
Document Your Plan A
– BrainstormCustomers
– Create Lean Canvases
Identify Parts of
Your PlanSystematically Test Your Plan
Understand Problem
Define Solution
Validate Qualitativel
y
Verify Quantitatively
– Prioritize Risks
– Business Model
Interviews
– Find Prospects– Problem Interviews
– Build Demo– Solution Interviews– Build MVP
– Build Dashboard
– MVP Interviews
– Realize UVP– Validate Full
Life Cycle
– Constrain Features
– Measure Progress
– Achieve Early Traction
– Identify Engine of Growth
Running Lean Methodology Borrowed from Ash Maurya @pmheemskerk