Download - Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's

Lean Startup SydneyHumphrey Laubscher

@HumphreyPL

Tomás Kutaj@tomaskutaj

Fishburners, Sydney, 23 July 2013

Mission

Connecting people

passionate about Lean

Startup Methodologies.

Meeting Format• Lean Startup Session• Workshop• Lean Conversation with Billy Tucker

• Startup Pitch’s (2min)• Meet and Greet Drinks!

What is Lean Startup?Steven Blank

steveblank.com

Eric ReisStartupLessonsLearned.com

Ash Mauryaashmaurya.com

Customer Development

Meets Agile Development

New Product LifecycleProblem

/ Solution

Fit

Product / Market

FitScale

Do I have Problem

worth Solving?

Have a built

something people want?

Can I repeat the processes profitably?

Validated Learning Growth

Pivots Optimizations

Lean Startup Canvas

Early Adopters / Earlyvangelists

The Revised Technology Adoption Life Cycle

Early Adopters

http://www.collegehumor.com/video/6348675/early-adapters-through-history




Persona’s

Fictitious

Represents Target Customers

User Motivation

User Expectation

Helps Teams Focus!

Resolves Disagreements

User Empathy

Channels

“Customers don’t care about your solution. They care about their problems.”- Dave McClure, 500Startups

Startup Metrics for Pirates

• Acquisition: users come to site from various channels

• Activation: users enjoy 1st visit: "happy” experience

• Retention: users come back, visit site multiple times

• Referral: users like product enough to refer others

• Revenue: users conduct some monetization behavior

Dave McClure @DaveMcClurehttp://500.co

http://500hats.typepad.comhttp://slideshare.net/

dmc500hats

AARRR!: Startup Metrics Model

Website.com

Revenue $$$

Biz DevAds, Lead Gen,

Subscriptions, ECommerce

Activ

atio

n

Homepage / Landing Page

Product Features

ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Network

s Blogs

Domains

Retention

Emails & Alerts

System Events & Time-based Features

Blogs, RSS, News Feeds

REFERRALEmails & widgets

Affiliates, Contests

Viral Loops

Role: Marketing / Sales

Q: What channels? Which users? Why?A: High Volume (#), Low Cost ($), High Conv

(%)

• Design & Test Multiple Marketing Channels + Campaigns• Select & Focus on Best-Performing Channels & Themes• Optimize for conversion to target CTAs, not just site/landing

page• Match/Drive channel cost to/below revenue potential

• Low-Hanging Fruit: – Blogs– SEO/SEM– Landing Pages– Automated Emails

Where from?

Create Content

Cold Call

Friends!


Innovators / Early Adopters engage with beliefs first

WHY

HOW

WHAT

INSIDE - OUT



What

Compaq 1996

IBM 1997

Why

Apple 1997



When your WHY is seen as a“Noble Cause” people will follow


Workout• Customer

Empathy Map• Early Adopter

Persona• Google and

Facebook Ad Example

Lean Conversation with

Billy Tucker

Startup Pitch’s

No Beer until someone Pitches!

Time to Socialise!