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Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition
Harvard innovation lab lab

@mjskok

STARTUP...
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Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition

@mjskok

Value Proposition Template
• F...
Hi

Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition

@mjskok

uTest
• For companies with web...
Hi

Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition

@mjskok

Gain/Pain ratio
•
•
•
•
•
•
•
...
Before & After
Before: Test In The Lab & Hope

After: Test Where Your Users Are

Testing inside the lab is vital. But toda...
uTest: Gain vs. Pain
• Gain from uTest:
– Scale infinitely and immediately
- From 3 testers, to 30, to 300, and back to 0
...
Gain vs. Pain Ratio
•

Tough to quantify precisely, but here’s what we’ve learned
Lower Escape Rate
by 75%

20:1

Make Tes...
Sample Customer ROI
• Test latest version of Google Chrome across 300
highest trafficked URLs on the web
Traditional Outso...
Hi

Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition
Harvard innovation lab lab

@mjskok

START U...
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Value Proposition – Case – uTest

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This case study offers insight into how uTest developed its value proposition and successfully addressed the gain/pain ratio.

This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.com

Veröffentlicht in: Business, Technologie
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Value Proposition – Case – uTest

  1. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok STARTUP SECRETS An insider’sCase Example: uTest advantage guide to unfair competitive Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
  2. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Value Proposition Template • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 2
  3. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok uTest • For companies with web or mobile apps • Who are dissatisfied with apps that work as expected in the QA lab, but not in the hands of end users • Our in-the-wild testing • Enables them to test their apps under real-world conditions • Unlike outsourced testing, which merely moves the QA lab to a cheaper part of the world, but doesn’t actually improve app quality 3 3
  4. Hi Harvard innovation lab : Michael J Skok : Startup Secrets : Value Proposition @mjskok Gain/Pain ratio • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. • • • • • • Inertia Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup • • • • • • Find (See) Try Buy Implement Deploy Own – eg TCO Pain Inertia, RISK Gain >10 4
  5. Before & After Before: Test In The Lab & Hope After: Test Where Your Users Are Testing inside the lab is vital. But today’s web & mobile apps require a new approach to augment lab testing: in-the-wild testing |
  6. uTest: Gain vs. Pain • Gain from uTest: – Scale infinitely and immediately - From 3 testers, to 30, to 300, and back to 0 – Lower total cost of testing - EG: SMBs - unlimited testing for ½ the cost of one FTE – Test under real-world conditions - Live testers, real devices, imperfect conditions… in-the-wild • Pain from uTest: – More testing reports, creating more work - Takes time to re-produce, vet and rate 50+ bugs – More collaboration, creating more oversight - Coordination between in-house & crowd testers • Goal: – Maximize in-the-wild testing, while minimizing overhead | 6
  7. Gain vs. Pain Ratio • Tough to quantify precisely, but here’s what we’ve learned Lower Escape Rate by 75% 20:1 Make Testing Mirror User Base on cost + value basis Launch Confidence Higher Quality Apps 5:1 on cost basis Cost Savings: 10X Increased Overhead Gain vs. Pain | 7
  8. Sample Customer ROI • Test latest version of Google Chrome across 300 highest trafficked URLs on the web Traditional Outsourcing vs. uTest Testers 8 Testers 30 Hours / Tester 40 Hours / Tester 10 # of Days 5 # of Days 2 # of URLs Tested 300 # of URLs Tested 300 # of Discovered Issues 19 # of Discovered Issues 129 Price Price-per-Issue $15,000 $789 Price Price-per-Issue $10,000 $78 | 8
  9. Hi Harvard innovation : Michael J Skok : Startup Secrets : Value Proposition Harvard innovation lab lab @mjskok START UP SECRETS An insider’sCase Example: uTest advantage guide to unfair competitive Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners mjskok.com twitter: @mjskok 9

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