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Lean Validation Workshop

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B&H – Lean Idea Validation
B&H – Lean Idea Validation
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Lean Validation Workshop

  1. 1. LEAN VALIDATION
  2. 2. WELCOME
  3. 3. LEAN VALIDATION
  4. 4. 4 11:00 – Introduction to Validation Session and participants 11:30 – Safebox Business Case 12:20 – First Canvas Session (Individual group brainstorming) 13: 00 – Group presentation of assumptions and set criteria for success. This include proposed experiments to test assumptions. 14:00 – Coaching session on Customer Development. Selection of questions for validation and revision of the validation material (website + app) 14:45 – GOOTB: Get out of the building (Researchers) / Revision of next steps (Safebox) AGENDA
  5. 5. SMALL RECAP
  6. 6. 6 LEAN PROCESS TRY SOMETHING… DOES IT WORK? YES? GREAT NO? OK, WHAT DID WE DISCOVER? OK, LET’S TRY THIS OTHER THING NOW…
  7. 7. 7 LEAN PROCESS YOUR IDEA LAUNCH QUICK AND SMALL ITERATIONS
  8. 8. PRODUCT LAUNCH PROCESS SINCE THE 1950S CONCEPT DEV TEST LAUNCH MARKETING SALES Create marcom materials and start defining positioning Hire agency (PR/Creative) Create early buzz • Create demand • Launch marketing efforts Hire first sales staff Build sales infrastructure and team
  9. 9. STARTUPS ARE NOT SMALLER VERSIONS OF BIGGER COMPANIES, THEREFORE THE PRODUCT/SERVICE DEVELOPMENT APPROACH SHOULD BE DIFFERENT.
  10. 10. STEVE BLANK’S MODEL SEARCH EXECUTE PIVOT PIVOT CUSTOMER DISCOVERY CUSTOMER VALIDATION CUSTOMER CREATION COMPANY BUILDING
  11. 11. WHY THIS APPROACH? TO MAKE THE BEST USE OF THE LIMITED TIMEMONEY RESOURCES
  12. 12. SCIENTIFIC APPROACH / LOW COST EXPERIMENTS TO TEST YOUR HYPOTHESIS
  13. 13. HYPOTHESIS = GUESS “HYPOTHESIS” IS A FANCY WORD FOR “GUESS”
  14. 14. METHODS TO TEST HYPOTHESIS: INTERVIEW PRE-SELL CONCIERGE PROTOTYPE IDEA
  15. 15. LEAN VALIDATION BOARD
  16. 16. DESIGNED FOR: DESIGNED BY: DATE: ITERATION: LEAN VALIDATION BOARD START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5 CUSTOMER PROBLEM SOLUTION RISKIEST ASSUMPTION SUCCESS CRITERION RESULT & DECISION 0/20 PIVOT! 5/10 PIVOT! 50+ in 2hrs PERSEVERE! LEARNING Who is your customer? Time limit: 5 Min Time limit: 5 Min Time limit: 5 Min Time limit: 10 Min What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. List the assumptions that must hold true, for your hypothesis to be true NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT. To form a Customer/Problem Hypothesis: To form your Assumptions: Determine how you will test it: To form a Problem/Solution Hypothesis: To identify your Riskiest Assumption: Determine what success looks like: 1 I believe my customer has a problem achieving this goal. In order for hypothesis to be true, assumption needs to be true. The least expensive way to test my assumption is... I believe this solution will result in quantifiable outcome. The assumption with the least amount of data, and core to the viability of my hypothesis is... I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours INTERVIEW: 5/20 buying Vespa bc environment important People buying Vespas on Craigslist People with difficult commute NYC People with difficult commute NYC Relying on products that use oil Understanding safety & time saving of Vespa Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month Care about environment - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try
  17. 17. DESIGNED FOR: DESIGNED BY: DATE: ITERATION: LEAN VALIDATION BOARD START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5 CUSTOMER PROBLEM SOLUTION RISKIEST ASSUMPTION SUCCESS CRITERION RESULT & DECISION 0/20 PIVOT! 5/10 PIVOT! 50+ in 2hrs PERSEVERE! LEARNING Who is your customer? Time limit: 5 Min Time limit: 5 Min Time limit: 5 Min Time limit: 10 Min What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. List the assumptions that must hold true, for your hypothesis to be true NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT. To form a Customer/Problem Hypothesis: To form your Assumptions: Determine how you will test it: To form a Problem/Solution Hypothesis: To identify your Riskiest Assumption: Determine what success looks like: 1 I believe my customer has a problem achieving this goal. In order for hypothesis to be true, assumption needs to be true. The least expensive way to test my assumption is... I believe this solution will result in quantifiable outcome. The assumption with the least amount of data, and core to the viability of my hypothesis is... I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours INTERVIEW: 5/20 buying Vespa bc environment important People buying Vespas on Craigslist People with difficult commute NYC People with difficult commute NYC Relying on products that use oil Understanding safety & time saving of Vespa Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month Care about environment - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try DEFINE CUSTOMER/ PROBLEM FIT
  18. 18. DESIGNED FOR: DESIGNED BY: DATE: ITERATION: LEAN VALIDATION BOARD START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5 CUSTOMER PROBLEM SOLUTION RISKIEST ASSUMPTION SUCCESS CRITERION RESULT & DECISION 0/20 PIVOT! 5/10 PIVOT! 50+ in 2hrs PERSEVERE! LEARNING Who is your customer? Time limit: 5 Min Time limit: 5 Min Time limit: 5 Min Time limit: 10 Min What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. List the assumptions that must hold true, for your hypothesis to be true NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT. To form a Customer/Problem Hypothesis: To form your Assumptions: Determine how you will test it: To form a Problem/Solution Hypothesis: To identify your Riskiest Assumption: Determine what success looks like: 1 I believe my customer has a problem achieving this goal. In order for hypothesis to be true, assumption needs to be true. The least expensive way to test my assumption is... I believe this solution will result in quantifiable outcome. The assumption with the least amount of data, and core to the viability of my hypothesis is... I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours INTERVIEW: 5/20 buying Vespa bc environment important People buying Vespas on Craigslist People with difficult commute NYC People with difficult commute NYC Relying on products that use oil Understanding safety & time saving of Vespa Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month Care about environment - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try EXPERIMENT TRACKER
  19. 19. DESIGNED FOR: DESIGNED BY: DATE: ITERATION: LEAN VALIDATION BOARD START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5 CUSTOMER PROBLEM SOLUTION RISKIEST ASSUMPTION SUCCESS CRITERION RESULT & DECISION 0/20 PIVOT! 5/10 PIVOT! 50+ in 2hrs PERSEVERE! LEARNING Who is your customer? Time limit: 5 Min Time limit: 5 Min Time limit: 5 Min Time limit: 10 Min What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. List the assumptions that must hold true, for your hypothesis to be true NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT. To form a Customer/Problem Hypothesis: To form your Assumptions: Determine how you will test it: To form a Problem/Solution Hypothesis: To identify your Riskiest Assumption: Determine what success looks like: 1 I believe my customer has a problem achieving this goal. In order for hypothesis to be true, assumption needs to be true. The least expensive way to test my assumption is... I believe this solution will result in quantifiable outcome. The assumption with the least amount of data, and core to the viability of my hypothesis is... I will run experiment with # of customers and expect a strong signal from # of customers. GET OUT OF THE BUILDING INTERVIEW: 8/10 don’t have friend with Vespa SELL: 15 email addresses in 2 hours INTERVIEW: 5/20 buying Vespa bc environment important People buying Vespas on Craigslist People with difficult commute NYC People with difficult commute NYC Relying on products that use oil Understanding safety & time saving of Vespa Vespa too expensive for identity risk Vespa One- Pager + Trial Rent Vespa & Return It If Not Fit No friends Vespa Pay $250/month Care about environment - Skinny Tie! - Buying for lifestyle - “I’m not a scooter person” - Lifestyle is a risk - People typing in ALL CAPS - Jumping out of seat to try
  20. 20. LEAN VALIDATION BOARD START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 CUSTOMER PROBLEM SOLUTION RISKIEST ASSUMPTION SUCCESS CRITERION RESULT & DECISION 0/20 5/10 Who is your customer? Time limit: 5 Min Time limit: 5 Min Time limit: 5 Min Time limit: 10 Min What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. List the assumptions that must hold true, for your hypothesis to be true NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT. To form a Customer/Problem Hypothesis: To form your Assumptions: To form a Problem/Solution Hypothesis: To identify your Riskiest Assumption: 1 I believe my customer has a problem achieving this goal. In order for hypothesis to be I believe this solution will result in quantifiable outcome. The assumption with the least GET OUT OF THE BUILDI INTERVIE 8/10 don have frien with Vesp INTERVIEW: 5/20 buying Vespa bc environment important People buying Vespas on Craigslist People w difficult commute NYC Relying on products that use oil Understa safety & saving of Vespa Vespa On Pager + Trial No friend Vespa Care about environment Students 
 20-25 
 years old families living in a small apartment in the city pendler not enough storage space not enough time to deal with storage Chaos in the basement They like stuff to be picked up from home They would pay up to 20€ a month for such service They would trust a pick up storage service they have a storage space problem
  21. 21. LEAN VALIDATION BOARD START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 CUSTOMER PROBLEM SOLUTION RISKIEST ASSUMPTION SUCCESS CRITERION RESULT & DECISION 0/20 5/10 Who is your customer? Time limit: 5 Min Time limit: 5 Min Time limit: 5 Min Time limit: 10 Min What is the problem? Phrase it from your customer’s perspective. Define the solution only after you have validated a problem worth solving. List the assumptions that must hold true, for your hypothesis to be true NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT. To form a Customer/Problem Hypothesis: To form your Assumptions: To form a Problem/Solution Hypothesis: To identify your Riskiest Assumption: 1 I believe my customer has a problem achieving this goal. In order for hypothesis to be I believe this solution will result in quantifiable outcome. The assumption with the least GET OUT OF THE BUILDI INTERVIE 8/10 don have frien with Vesp INTERVIEW: 5/20 buying Vespa bc environment important People buying Vespas on Craigslist People w difficult commute NYC Relying on products that use oil Understa safety & saving of Vespa Vespa On Pager + Trial No friend Vespa Care about environment Students 
 20-25 
 years old families living in a small apartment in the city pendler not enough storage space not enough time to deal with storage Chaos in the basement They like stuff to be picked up from home They would pay up to 20€ a month for such service They would trust a pick up storage service they have a storage space problem 8 / 10 have a space problem
  22. 22. TIME GET OUT OF 
 THE BUILDING…
  23. 23. THANK YOU GUYS, WE’LL BE IN TOUCH.
  24. 24. SO, WHAT’S NEXT?
  25. 25. EXPERIMENTS INTERVIEW PRE-SELL Street interview to determine first validation Street interview + Flyer 
 handout Facebook and Google Adwords Campaign TBD CONCIERGE PROTOTYPE How to test the service manually? TBD Implement turn key solution/
 MVP? TBD
  26. 26. THANK YOU
  27. 27. www.brainsandhearts.de
  28. 28. MOST LIKELY MAURO WILL BECOME A PAYING CUSTOMER AND RECOMMEND TO HIS CLOSE NETWORK.

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