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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
Great Startups foundation
on
Unique yet Counterintuitive
Insights
Figment of imagination vs hallucination vs assumptions
Gaming company in India
A STORY FROM NOT SO LONG AGO
US Game + Indianization = Success in India
FOUNDING INSIGHT
Car Racing + Indianization = Success in India
BELIEF DURING DEVELOPMENT & LAUNCH
Car Racing + Autos = Success in India
BELIEF DURING DEVELOPMENT & LAUNCH
Racing + Autos = Game Broke records
AT LAUNCH WITH CELEBRITIES
Racing + Autos = Disaster in Engagement
POST LAUNCH
Aspiration Value Of Driving American Cars
More Important For Young Age Target Audience
ACTUAL INSIGHT INTERVIEWING CUSTOMERS
Lean helps early testing of your
beliefs
What to learn & test ?
Idea(165 chars) <–> Persona(∑ 5 names)
FIRST AN EXERCISE –> WRITE DOWN
What you know & don’t ?
(EXERCISE CONTD) ASSUMPTIONS – WRITE DOWN
Problem, Revenue, Channel
(EXERCISE CONTD) 3 CRITICAL ASSUMPTIONS
Problem = Job to be done + Friction
(EXERCISE CONTD)
Leap Of Faith Assumption
(EXERCISE CONTD) - WHICH IF NOT TRUE IDEA
INVALIDATES
Frame Hypothesis – A Verifiable Statement
FRAMING AS IF ‘X’ THEN ‘Y’
Assumptions = Learning Goal
Build – Measure – Learn
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)
Should you care about
Lean & Cust Dev ?
Great in theory, hard in practice
Generic model applies specifically
Strong opinion weekly held
EASIER SAID THAN DONE
Easy to mess up with customer interviews
HTTP://WWW.YOUTUBE.COM/WATCH?V=AHG6QCGOAY4&HD=1
Scrappy becomes crappy
Experiment Failure = Invalidation of MVP or
Hypothesis
TRUST, VISUAL DESIGN, BEHAVIOR CHANGE
Pivot or Rivot
HOW MANY WILL IT TAKE ?
Cost of an experiment
COST OF DOING VS LEARNING
Right sample size, control variables & base
metric
VERY SUBJECTIVE
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.
Thanks
QUESTIONS
Appendix
Value & Growth hypothesis mix up
Experiment failure or Invalidated Hypothesis
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
Should you care about Lean and Customer Dev

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Should you care about Lean and Customer Dev

Hinweis der Redaktion

  1. Foundation