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Building a MVP 
What I have learned as an entrepreneur 
Daan Löning 
@daan_kinderfee 
daan@kinderfee.de
Startup Economics 101
Startup economics 101 
Customer Acquisition Cost vs. Customer Life Time Value 
$ $ $ $ 
vs. 
CAC calculation 
Google CPC: 1$ 
Conversion rate: 3% 
CAC: 33$ 
CLTV calculation 
Avg. Basket size: 250$ 
Avg. Orders per cust.: 1.3x 
Avg revenue per cust: 
325$ 
Avg gross margin: 40% 
CLTV: 130$
Two great businesses with one small difference 
Basket size analysis 
Typical transaction 
80$ per night 
4 nights per booking = 320$ 
15% fee = 48$ 
Typical transaction 
25$ for typical event 
2 participants per booking = 50$ 
10% fee = 5$ 
Please note: this example is my estimate. The data is entirely made up.
Why build a MVP?
What is an MVP or 
How quick is quick?
Key questions for your test
Validating demand & economics 
Key questions: 
Is the CAC 10$ or 100$? 
Is the CLTV 5$ or 500$? 
Can I sell one item per day or 5,000?
Validating demand & economics 
Rules for running your test: 
1) Never ask anyone whether they like your idea 
Only hard cash means anything 
2) Sell your product at least 10 times
Validating demand & economics 
How can I sell my product without a product? 
Fake it until you make it!
www.google.com/adwords
<!-- Google Code for Test Purchase Conversion Page --> 
<script type="text/javascript"> 
/* <![CDATA[ */ 
var google_conversion_id = 978000249; 
var google_conversion_language = "en"; 
var google_conversion_format = "2"; 
var google_conversion_color = "ffffff"; 
var google_conversion_label = "v_kWCNmywVYQ-bKs0gM"; 
var google_remarketing_only = false; 
/* ]]> */ 
</script> 
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js"> 
</script> 
<noscript> 
<div style="display:inline;"> 
<img height="1" width="1" style="border-style:none;" alt="" src="//www.googleadservices.com/pagead/conversion/ 
978000249/?label=v_kWCNmywVYQ-bKs0gM&amp;guid=ON&amp;script=0"/> 
</div> 
</noscript>
Tool for further insight
What does the perfect flop look like? 
Huge market (as defined by your ambition) 
Very strong initial customer economics 
It is not only possible for you to sell your product, but 
customers are flocking towards you
What can you use these tools 
for? 
Create a Leanathon 
Test a whole product 
Test a feature 
Change your mindset
Thank you!

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Building a MVP - Validating startup ideas - lean startup - Google Launchpad Berlin

  • 1. Building a MVP What I have learned as an entrepreneur Daan Löning @daan_kinderfee daan@kinderfee.de
  • 3. Startup economics 101 Customer Acquisition Cost vs. Customer Life Time Value $ $ $ $ vs. CAC calculation Google CPC: 1$ Conversion rate: 3% CAC: 33$ CLTV calculation Avg. Basket size: 250$ Avg. Orders per cust.: 1.3x Avg revenue per cust: 325$ Avg gross margin: 40% CLTV: 130$
  • 4. Two great businesses with one small difference Basket size analysis Typical transaction 80$ per night 4 nights per booking = 320$ 15% fee = 48$ Typical transaction 25$ for typical event 2 participants per booking = 50$ 10% fee = 5$ Please note: this example is my estimate. The data is entirely made up.
  • 5. Why build a MVP?
  • 6. What is an MVP or How quick is quick?
  • 7. Key questions for your test
  • 8. Validating demand & economics Key questions: Is the CAC 10$ or 100$? Is the CLTV 5$ or 500$? Can I sell one item per day or 5,000?
  • 9. Validating demand & economics Rules for running your test: 1) Never ask anyone whether they like your idea Only hard cash means anything 2) Sell your product at least 10 times
  • 10. Validating demand & economics How can I sell my product without a product? Fake it until you make it!
  • 11.
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  • 17. <!-- Google Code for Test Purchase Conversion Page --> <script type="text/javascript"> /* <![CDATA[ */ var google_conversion_id = 978000249; var google_conversion_language = "en"; var google_conversion_format = "2"; var google_conversion_color = "ffffff"; var google_conversion_label = "v_kWCNmywVYQ-bKs0gM"; var google_remarketing_only = false; /* ]]> */ </script> <script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js"> </script> <noscript> <div style="display:inline;"> <img height="1" width="1" style="border-style:none;" alt="" src="//www.googleadservices.com/pagead/conversion/ 978000249/?label=v_kWCNmywVYQ-bKs0gM&amp;guid=ON&amp;script=0"/> </div> </noscript>
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  • 19. Tool for further insight
  • 20. What does the perfect flop look like? Huge market (as defined by your ambition) Very strong initial customer economics It is not only possible for you to sell your product, but customers are flocking towards you
  • 21. What can you use these tools for? Create a Leanathon Test a whole product Test a feature Change your mindset