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Should you care about Lean and Customer Dev

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Presentation for TLabs 2015 batch

Veröffentlicht in: Business
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Should you care about Lean and Customer Dev

  1. 1. Should you care about Lean & Cust Dev ? FROM MY EXPERIENCES AS AN INTRAPRANEUR, PRODUCT MANAGER & ADVISORY ROLE TO FEW INDIAN STARTUPS. ThiyagaRajan M, now – Sr PM Quickbooks Online, Fellow- iSPIRT, twitter.com/mtrajan Previously – Intrapranuer, Innovation Leader (Intuit), Entrepreneur (Mobile), Engineer, Communities – LeanMantra, MoMoB.in
  2. 2. Great Startups foundation on Unique yet Counterintuitive Insights
  3. 3. Figment of imagination vs hallucination vs assumptions
  4. 4. Gaming company in India A STORY FROM NOT SO LONG AGO
  5. 5. US Game + Indianization = Success in India FOUNDING INSIGHT
  6. 6. Car Racing + Indianization = Success in India BELIEF DURING DEVELOPMENT & LAUNCH
  7. 7. Car Racing + Autos = Success in India BELIEF DURING DEVELOPMENT & LAUNCH
  8. 8. Racing + Autos = Game Broke records AT LAUNCH WITH CELEBRITIES
  9. 9. Racing + Autos = Disaster in Engagement POST LAUNCH
  10. 10. Aspiration Value Of Driving American Cars More Important For Young Age Target Audience ACTUAL INSIGHT INTERVIEWING CUSTOMERS
  11. 11. Lean helps early testing of your beliefs
  12. 12. What to learn & test ?
  13. 13. Idea(165 chars) <–> Persona(∑ 5 names) FIRST AN EXERCISE –> WRITE DOWN
  14. 14. What you know & don’t ? (EXERCISE CONTD) ASSUMPTIONS – WRITE DOWN
  15. 15. Problem, Revenue, Channel (EXERCISE CONTD) 3 CRITICAL ASSUMPTIONS
  16. 16. Problem = Job to be done + Friction (EXERCISE CONTD)
  17. 17. Leap Of Faith Assumption (EXERCISE CONTD) - WHICH IF NOT TRUE IDEA INVALIDATES
  18. 18. Frame Hypothesis – A Verifiable Statement FRAMING AS IF ‘X’ THEN ‘Y’
  19. 19. Assumptions = Learning Goal Build – Measure – Learn
  20. 20. Number of Customers Reached MinimumViableProductFidelity low high few many Customer Interviews Paper Sketch Paper Mockup Concierge MVP Working Software Prototype The Product Video Landing Page + Google Adwords Campaign Digital Wireframe(s) Minimum Viable Product (MVP)
  21. 21. Should you care about Lean & Cust Dev ?
  22. 22. Great in theory, hard in practice
  23. 23. Generic model applies specifically
  24. 24. Strong opinion weekly held EASIER SAID THAN DONE
  25. 25. Easy to mess up with customer interviews HTTP://WWW.YOUTUBE.COM/WATCH?V=AHG6QCGOAY4&HD=1
  26. 26. Scrappy becomes crappy
  27. 27. Experiment Failure = Invalidation of MVP or Hypothesis TRUST, VISUAL DESIGN, BEHAVIOR CHANGE
  28. 28. Pivot or Rivot HOW MANY WILL IT TAKE ?
  29. 29. Cost of an experiment COST OF DOING VS LEARNING
  30. 30. Right sample size, control variables & base metric VERY SUBJECTIVE
  31. 31. 3 takeaways 1. Lean / Customer Dev is a risk reduction tool in new product development. ◦ Changes mindset to learning instead of execution and focusses on customer immersion early in cycle. 2. Customer interviewing & running experiments is a critical skill to build and learn ◦ Practice interviewing through asking right probing questions and in experimentation in understanding of interpreting of results. 3. Focus on key principles of build, measure & learn not process.
  32. 32. Thanks QUESTIONS
  33. 33. Appendix
  34. 34. Value & Growth hypothesis mix up
  35. 35. Experiment failure or Invalidated Hypothesis
  36. 36. Think about market first Consumer Small Business Enterprise India Exploded Inflection around the corner Just germinating Global Cultural Context a barrier to leverage Sweet Spot Accessible and addressed For Indian Entreprenuer

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