PROTOBAKING REVISITED
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Transcript of PROTOBAKING REVISITED
APPLAUSE NOW
PROTOBAKING REVISITED - PRESENTED BY DAN ROCKWELL OF BIG KITTY LABS FOR STARTUP WEEKEND 11 COLUMBUS
JANUARY 14-16TH, 2011 - AT OHIO STATE UNIVERSITY
11 teamsmost of you will fail in creating a winning biz
but all will learn something
DAN ROCKWELL @FLOOZYSPEAK
SENIOR INSIGHT TRANSLATION ASSOCIATE @LEXTANT
FOUNDER OF @BIGKITTYLABS
WORKING IN THE FIELD OF DESIGN RESEARCH AND USER EXPERIENCE FOR 11 YEARS
3 MAN RAPID PROTOTYPING HOUSE IN COLUMBUS OHIO
“GREAT PRODUCT”
“AWESOME USER EXPERIENCE”
“PATENTABLE IDEA!!”“TEAM”
“SPEED”“ENVIRONMENT”
“MENTORS”
“MBA’S”
“REAL REVENUE MODEL”
“VIRAL STICKINESS”
“PASSIONATE USERS”
“GREAT PRODUCT”
“AWESOME USER EXPERIENCE”
“PATENTABLE IDEA!!”
“TEAM”“SPEED”
“ENVIRONMENT”“MENTORS”
“MBA’S”
“REAL REVENUE MODEL”
“VIRAL STICKINESS”
“PASSIONATE USERS”
BKL’s obsession with speed
BORIS
HASHPARTY
ETHNOKAT
HOOLYKN BEAKER
CHUMPDUMP
PARSEPLZ
SOURCECOW
WHISKER
SYDTRACK
DOKUSHOT
RIGHTNOW
TIXIT IT MARTINI MX
COME SUNDAY AFTERNOON YOUR JOB IS TO MAKE ME BELIEVE YOU’RE SPECIAL
YOU HAVE TWO OPTIONS
1. MAKE IT
2. FAKE IT
SOME GENERAL THOUGHTS ON HOW TO PULL OFF YOUR
PENDING MAGIC TRICK
INTERROGATE YOUR IDEADO YOUR HOMEWORKLEVERAGE API’SSTEALCODE ITOR DON’T AND DON’T TELL ME
AVOID THE FOLLOWING
B E I N G A P A S S E N G E RFIGHTING FOR EGO SAKE AND NOT PRODUCT SAKE
CART BEFORE HORSE, THE PRODUCT, EXPERIENCE AND WTF ARE WE DOING
DUDE WE GOT A BLOG MAKE A PRESS RELEASE!
B U I L D I N G T H E W R O N G S H $ T F I R S T
W H I T E B O A R D W O N D E R L A N D
TAKING A HIT OF THAT PIPE AND TELLING THE STORY OF FUTURE TOWN
CREATING A PITCHDECK FULL OF BULLSHIT #’S
THE SOONER YOU CAN COME TO GRIPS WITH YOUR STARTUP REALITY THE FASTER YOU CAN BENEFIT
FROM ITS RESIDUAL EFFECT- DAN ROCKWELL, BIG KITTY LABS
YOU THINK BUILDING IT IS HARD, JUST WAIT TILL YOU GET TO FINDING PEOPLE TO GIVE A SHIT ABOUT IT
FEEDBACK IS A BITCH - DAN ROCKWELL - BIG KITTY LABS
BIG KITTY LAB’S PROTOBAKE PROCESS1 - IDEA INTERROGATION2 - DO YOUR RESEARCH2 - TECHNOLOGY DIVE (API’S, ARCHITECTURE Q’S)3 - BUILD A USER PERSONA3 - SANDBOX & STEALING4 - MOCKUPS AND EXPERIENCE DIAGRAMS4 - JUST BUILD IT5 - ITERATION 1 PARTY5 - VALIDATE YOUR HUNCH6 - ITERATION 2 SHOW CLIENT7 - TRY TO BREAK IT8 - ITERATION 3, 4, TEST, 5, 6, TEST, 7, LAUNCH, 8, APOLOGIZE, 9, TEST, 10, FIND A FRICKIN REV MODEL, 11, ALES, 12, PING SOME PRESS, 13, MAKE IT SEXY, 14, TEST, LEARN NEW STUFF...
WHAT IS IT?WHY DO I NEED IT?WHAT DOES IT DO?
WHO USES IT?HOW DOES IT MAKE MONEY?
HOW DOES IT PROVIDE VALUE?WHO’D WRITE A STORY ABOUT IT?
HOW DOES IT WORK?WHAT’S IT RELY ON?
WHAT’S IT LIKE (EXPERIENCE WISE, BRAND ASPIRATION WISE)?WHERE’S THE DATA COME FROM?WHAT’S THE EXPERIENCE FLOW?
WHAT’S THE SHARE FLOW?
WHAT ARE THE BARRIERS, BLACK BOXES AND QUESTIONS YOU HAVE NO FRICKIN CLUE HOW TO ANSWER YET?
INTERROGATION QUESTIONS
WHO USES IT... I DO!WHAT’S THE PROBLEM? SPAM PROBLEM, HARD
TO GET CLARITY ON WHAT HARO OPPORTUNITIES ARE APPLICABLE TO ME
IS THAT JUST MY VOICE OR A CONSENSUS FARMED VIA RESEARCH?
DATA MINED USER FORUMS, TWITTER SEARCH, FACEBOOK AND GET SATISFACTION
NET BENEFIT? FROM THIS DATA I CREATED A NEEDS/WANTS POOL OF UNDERSTANDING,
CREATED A USER PERSONA, AND IDENTIFIED INITIAL BETA TESTERS FOR MY CONCEPT
DOING YOUR HOMEWORK
PASSIONATE ABOUT FIXING SHIT YOU CARE ABOUT
IDENTIFYING A REAL
PROBLEM
DIDN’T RELY ON YOU AS THE SOLE DATA POINT TO
DRIVE THE INNOVATION (YOU DID SOME FRICKIN RESEARCH TAKE A
BOW)
IDENTIFIED POTENTIAL USER TARGETS, BONUS WIN!
WHAT DO WE HAVE TO START WITH? EMAIL LIST
WHAT’S THE ATTACK PLAN? WE DATA SCRAPE AND FUNNEL INTO A LIVING DATABASE
MVP FEATURE SET? SEARCHABLE DATABASE AND MATCH ON USER PROFILE CUES, CREATE CUSTOM
OPPORTUNITY REMINDERS AND LISTS
BONUS WINS? SEGMENTATION OF DATA, SOCIAL PROFILING OF REPORTERS AND MEDIA OUTLETS,
SOCIAL SHARING, DECENT UX
TECHNOLOGY DIVE
WHERE DOES THE DATA COME FROM
CHALLENGE THE CODER
APPLY CONSTRAINT
ADD SAUCE
HOOLYKNCONCEPTING, RESEARCH, MOCKS = 4 DAYS
BUILD TO GET TO ITERATION 3 (HAPPY PLACE) = 12 DAYSINITIAL USER FEEDBACK = POSITIVE
FATAL FLAW: DIDN’T ASK “WHAT’S IT RELY ON?” QUESTIONHOOLYKN VOILATED HARO’S TERMS OF SERVICE AGREEMENT (A DATA SCRAPERS WOE), IN HINDSIGHT WE SHOULD
OF THROUGHLY ADDRESSED THE QUESTION OF “WHAT DOES THIS IDEA RELY ON?” BUT BECAUSE WE DIDN’T WE BUILT A GREAT TOOL FOR A PROBLEM WE DIDN’T HAVE THE AUTHORITY TO REALLY SOLVE. THE FATE OF HOOLYKN
IS PENDING AS WE REASON WITH HARO’S CONTENT CREATORS, THIS IS JUST ONE EXAMPLE OF FAILING FAST, HOOLYKN TAUGHT US ALOT AND AT THIS POINT WE’RE PIVOTING THE IDEA TO WHERE IT GOES NEXT
MARK ZUCKERBERG HAD A KNACK OF RUNNING MULTIPLE PROJECTS IN PARALLEL FOR THE HELL
OF IT, FACEBOOK WAS 1 OF 4 OR MORE PROJECTS HE JUGGLED UNTIL IT STOOD OUT
AND TOOK HIS PASSION BY STORM
EXPERIMENTS MATTER
DON’T LET YOUR FAILURES END THIS WEEKEND, KEEP BAKING
thanks, and questions?