Official Keynote for the Leancamp Frankfurt. Best Practice Case for lean value proposition iteration.

1. © Poltergeist by myBlix Software GmbH | Germany
Best Practice
Scaling Lean
am Beispiel Poltergeist
ein Pitchdeck der myBlix Software GmbH | Deutschland| November 2016
Kontakt:
Florian Hofmann
CEO
Mobile: +49 179 78 45 450
E-Mail: flo@poltergeist.chat

2. © Poltergeist by myBlix Software GmbH | Germany
9/10startups fail
products

3. © Poltergeist by myBlix Software GmbH | Germany
66%drastically change
their original plans

4. © Poltergeist by myBlix Software GmbH | Germany
the key to winning:
find your product/market fit
before you run out of money.
THAT. IS. ALL.
via TARA HUNT

5. © Poltergeist by myBlix Software GmbH | Germany
📚
🏃
🔍
Speed
FocusLearning
chasing
your tail
premature
optimization
run out of
resources
the optimal
learning loop

6. © Poltergeist by myBlix Software GmbH | Germany
„If you have to ask wether you have
product/market fit, the answer is simple:
you don’t.“
— Eric Ries, The Lean Startup

7. © Poltergeist by myBlix Software GmbH | Germany
but struggling with…acting like…
you
💸
🕰
what happen here?
💸
🕰

8. © Poltergeist by myBlix Software GmbH | Germany
innovators early adopters early majority late majority laggards
🤓 😎 😯 🙂 😪
1.
you are
here
2.
you should be trying
to enter here…
3.
but you are overly
concerned about
being here…
4.
so, instead
you get nowhere.
crossing
the chasm
C
H
A
S
M

9. © Poltergeist by myBlix Software GmbH | Germany
„A startup can focus on only one metric.
So you have to decide what that is and
ignore the rest.“
— Noah Kagan

10. © Poltergeist by myBlix Software GmbH | Germany
Key
Partners
Key
Activities
Value
Proposition
Customer
Relationship
Customer
Segments
Channels
Key
Ressources
Cost
Structure
Revenue
Stream
💍 👷 🎁 ❤ 🚶
🚧 🚛
📃 💰
❌ ❌
❌
❌

11. © Poltergeist by myBlix Software GmbH | Germany
Problem Solution
Value
Proposition
Unfair
Advantage
Customer
Segments
Channels
Key
Metrics
Cost
Structure
Revenue
Stream
🤔 💡 🎁 😜 🚶
🚧 🚛
📃 💰
Existing
Alternatives
Early
Adopters 😎👾
M
A
RKET
PRO
DU
CT

12. © Poltergeist by myBlix Software GmbH | Germany
Problem Solution
Value
Proposition
Unfair
Advantage
Customer
Segments
Channels
Key
Metrics
Cost
Structure
Revenue
Stream
🤔 💡 🎁 😜 🚶
🚧 🚛
📃 💰
Existing
Alternatives
Early
Adopters 😎👾
1 2 3
4
Product Risk
1
2
3
4
Customer Risk
1
2
3
4
Market Risk

13. © Poltergeist by myBlix Software GmbH | Germany
Problem Solution
Value
Proposition
Unfair
Advantage
Customer
Segments
Channels
Key
Metrics
Cost
Structure
Revenue
Stream
🤔 💡 🎁 😜 🚶
🚧 🚛
📃 💰
Existing
Alternatives
Early
Adopters👾 😎
Your early adopters define the business model.

14. © Poltergeist by myBlix Software GmbH | Germany
„A startup can focus on only one metric.
So you have to decide what that is and
ignore the rest.“
— Noah Kagan
💸
🕰
Customer Discovery
problem/solution fit
Customer Validation
product/market fit
Customer Creation
growth

15. © Poltergeist by myBlix Software GmbH | Germany
Problem Solution
Value
Proposition
Unfair
Advantage
Customer
Segments
Channels
Key
Metrics
Cost
Structure
Revenue
Stream
🤔 💡 🎁 😜 🚶
🚧 🚛
📃 💰
Existing
Alternatives
Early
Adopters 😎👾
Value Proposition
🎁
emoji-messenger
Sicher- Bildverschlüsselung mehr
Kombinationen als text möglich
Fun- endlich eigene Sprache nur mit
Emojis
Geheimsprache mit Freunden entwickeln
High-Level
Concept 📈
snapchat für Textnachrichten (Timebomb)
WhatsApp für emojis (Fun)
Theresa mit visueller Verschlüsselung
USP´s:
📲 Emoji - Messenger
📝 Emoji - Geheimsprache
💣 Timebomb
👫 Elternfreie Zone
😂 Emoji - Spaßfaktor
🔐 Sicherheit
📊 Datensparsamkeit

16. © Poltergeist by myBlix Software GmbH | Germany
Referral
Revenue
Retention
Activation
AcquisitionHow do user find us?
Do users have a great 1st experience?
Do users come back?
How do you make money?
Do users tell others?
Value Metrics
Referral
Revenue
Retention
Activation
AcquisitionHow do user find us?
Do users have a great 1st experience?
Do users come back?
How do you make money?
Do users tell others?
Growth Metrics
PAID
STICKY
VIRAL

17. © Poltergeist by myBlix Software GmbH | Germany
A.1.GER.Android
A.2.GER.Android
A.3.GER.Android
A.1.ENG.Android
A.2.ENG.Android
A.3.ENG.Android
A.1.GER.iOS
A.2.GER.iOS
A.3.GER.iOS
A.1.ENG.iOS
A.2.ENG.iOS
A.3.ENG.iOS
B.1.GER.Android
B.2.GER.Android
B.3.GER.Android
B.1.ENG.Android
B.2.ENG.Android
B.3.ENG.Android
B.1.GER.iOS
B.2.GER.iOS
B.3.GER.iOS
B.1.ENG.iOS
B.2.ENG.iOS
B.3.ENG.iOS
C.1.GER.Android
C.2.GER.Android
C.3.GER.Android
C.1.ENG.Android
C.2.ENG.Android
C.3.ENG.Android
C.1.GER.iOS
C.2.GER.iOS
C.3.GER.iOS
C.1.ENG.iOS
C.2.ENG.iOS
C.3.ENG.iOS
D.1.GER.Android
D.2.GER.Android
D.3.GER.Android
D.1.ENG.Android
D.2.ENG.Android
D.3.ENG.Android
D.1.GER.iOS
D.2.GER.iOS
D.3.GER.iOS
D.1.ENG.iOS
D.2.ENG.iOS
D.3.ENG.iOS
A.1.GER
A.2.GER
A.3.GER
A.1.ENG
A.2.ENG
A.3.ENG
B.1.GER
B.2.GER
B.3.GER
B.1.ENG
B.2.ENG
B.3.ENG
C.1.GER
C.2.GER
C.3.GER
C.1.ENG
C.2.ENG
C.3.ENG
D.1.GER
D.2.GER
D.3.GER
D.1.ENG
D.2.ENG
D.3.ENG
A.1.
A.2.
A.3.
B.1.
B.2.
B.3.
C.1.
C.2.
C.3.
D.1.
D.2.
D.3.
A
B
C
D
THEME
HEADLINE
& GRAPHICS
LANGUAGE OPERATINGSYSTEM
4 12 2 2
THEMES 4 4
HEADLINES & GRAPHICS 12 48
LANGUAGE 2 96
OPERATINGSYSTEMS 2 192
COUNTRIES 10 1.920
BUDGET 20 € 38.400 €
📊calculation

18. © Poltergeist by myBlix Software GmbH | Germany
👎 worst performer
Kostenloser Geheimsprachen-
Messenger für Dein Handy!
Jetzt im App-Store runterladen.
Lästern ohne schlechtes Gewissen?
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Messenger aufs Handy.

19. © Poltergeist by myBlix Software GmbH | Germany
👍 best performer

20. © Poltergeist by myBlix Software GmbH | Germany
Problem Solution
Value
Proposition
Unfair
Advantage
Customer
Segments
Channels
Key
Metrics
Cost
Structure
Revenue
Stream
🤔 💡 🎁 😜 🚶
🚧 🚛
📃 💰
Existing
Alternatives
Early
Adopters 😎👾
Value Proposition
🎁
emoji-messenger
Sicher- Bildverschlüsselung mehr
Kombinationen als text möglich
Fun- endlich eigene Sprache nur mit
Emojis
Geheimsprache mit Freunden entwickeln
High-Level
Concept 📈
snapchat für Textnachrichten (Timebomb)
WhatsApp für emojis (Fun)
Theresa mit visueller Verschlüsselung
USP´s:
📲 Emoji - Messenger
📝 Emoji - Geheimsprache
💣 Timebomb
👫 Elternfreie Zone
😂 Emoji - Spaßfaktor
🔐 Sicherheit
📊 Datensparsamkeit
privacy
speedchat
Breakthrough insights are
usually hidden within
failed experiments.
Identify your engine
of growth.

21. © Poltergeist by myBlix Software GmbH | Germany
0
20000
40000
60000
80000
06/15 07/15 08/15 09/15 10/15 11/15 12/15
🙃 User-
Acquisition
Conversion rate: > 90% | + 20% Plan
User Total: 154.030 | + 50% Plan
Cost per User: 0,30€ | — 1,70€ Plan

22. © Poltergeist by myBlix Software GmbH | Germany
🎉 Achievements
Rank 1in 6 countries Rank 4 in 6 Austria E

23. © Poltergeist by myBlix Software GmbH | Germany
1 %
1 %
2 %
5 %
8 %
12 %
18 % 21 %
33 %
F
G
H
E
I
J
K
L
M
N
🙃 User-Acquisition
More than 50% of our users are from
german speaking countries.
The fastest growing communities are the
english speaking asian countries.
USA and UK are the most expensive
counties with a total cost per user of 1€.

24. © Poltergeist by myBlix Software GmbH | Germany
550.000
public messages send
20 million
private messages send
84 million
message impressions
Over 660 million emojis send until today

25. © Poltergeist by myBlix Software GmbH | Germany
265.000 users
0
75.000
150.000
225.000
300.000
10/15 11/15 12/15 01/16 02/16 03/16 04/16 05/16 06/16 07/16 08/16 09/16
A pivot not grounded in learning is a
disguised „see what sticks“ strategy.
280.000

26. © Poltergeist by myBlix Software GmbH | Germany
But this is a whole ‘other story…