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Lean Startup Experiences
From Bootstrapping to Growth Hacking
Remo Uherek
• 30 years
• BA in Business (Uni Basel)
• Entrepreneur for 10+ years
• Founded Small-n-Tall GmbH in 2003
 Ide...
What is a Startup?
„A human institution designed to create a new
product or service under conditions of extreme
uncertaint...
What is a Startup?
„...new product or service...“
Innovation! Not a restaurant.
(nothing wrong with a restaurant...)
What is a Startup?
„... extreme uncertainty...“
 Most startups fail. Yes it‘s painful.
But that‘s the reality. Embrace it!
We need a new framework how
we build and run Startups
New Startup Framework
• Not „Startups“ or „Products“
New Startup Framework
• Not „Startups“ or „Products“
 „Experiments“
 „See what sticks“
New Startup Framework
• Spend 1 year building your product
New Startup Framework
• Spend 1 year building your product
 Talk to customers first
 Only build stuff you have
validated...
New Startup Framework
• Incorporate a company, find an accountant, ...
New Startup Framework
• Incorporate a company, find an accountant, ...
 Don‘t „play“ business
 Find a real problem to so...
New Startup Framework
• Raise money from investors
New Startup Framework
• Raise money from investors
 Bootstrap as long as you can
 Use pre-orders
 Use upfront-payments
...
ZenFriend Case Study
#1: Idea
• Meditation very important part of my life
• Used Runkeeper successfully for my running
 IDEA: I want a Runkeep...
#2: Market Opportunity
• There are several successful meditation apps
with up to 1m of users
• I‘ve tested them all, nothi...
#3: Use Growth Hacking
• Use Growth Hacking and Guerilla Marketing to
attract Early Adopters
• Build a quick „ghetto“ land...
#3: Use Growth Hacking
• Use Growth Hacking and Guerilla Marketing to
attract Early Adopters
Within 2 months 900 people o...
#3: Use Growth Hacking
• Use Growth Hacking and Guerilla Marketing to
attract Early Adopters
 Within 2 months 900 people ...
#4: Outsource development
• Found great outsourcing partners from Russia
by using Elance, Odesk, Freelancer.com
#4: Outsource development
• Found great outsourcing partners from Russia
by using Elance, Odesk, Freelancer.com
 Total co...
#5: Use Growth Hacking
• Used our waiting list
• My own list of friends
• Reddit
#5: Use Growth Hacking
#5: Use Growth Hacking
• Used our waiting list
• My own list of friends
• Reddit
 Almost 3000 downloads in first 30 days!
ZenFriend Case Study
• Total project costs so far: less than $15k
• Idea in Jan 2014, launched in May 2014
• Didn‘t incorp...
ZenFriend Case Study
ZenFriend Case Study
• Note: Even with all these steps, success is
never guaranteed!!
ZenFriend Case Study
• Note: Even with all these steps, success is
never guaranteed!! NEVER!
ZenFriend Case Study
• Note: Even with all these steps, success is
never guaranteed!! NEVER! NEVER!
ZenFriend Case Study
• Note: Even with all these steps, success is
never guaranteed!! NEVER! NEVER! EVER!
ZenFriend Case Study
• Note: Even with all these steps, success is
never guaranteed!! NEVER! NEVER! EVER!
• All you can do...
Personal Learnings
• Nothing more frustrating than a „living-dead“
product  courage to „kill“ experiments
• Don‘t take fu...
How to learn more in 1 day than
running the business for 6 months
https://www.youtube.com/watch?v=G8Rk0c3axtI
YouTube Eric Ries
https://www.youtube.com/watch?v=zGXAVw3vF9A
Thank you!
Blog: remo.fm
Twitter: @remouherek
Slides: slideshare.net/remouherek
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Lean Startup Experiences

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Experiences with Lean Startup, Growth Hacking and Bootstrapping.

Veröffentlicht in: Business, Technologie
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Lean Startup Experiences

  1. 1. Lean Startup Experiences From Bootstrapping to Growth Hacking
  2. 2. Remo Uherek • 30 years • BA in Business (Uni Basel) • Entrepreneur for 10+ years • Founded Small-n-Tall GmbH in 2003  Idea incubator • Founded Trigami AG in 2007, sold in 2011  Social Media Marketing network • Meditation practitioner
  3. 3. What is a Startup? „A human institution designed to create a new product or service under conditions of extreme uncertainty“ - Eric Ries, author of The Lean Startup
  4. 4. What is a Startup? „...new product or service...“ Innovation! Not a restaurant. (nothing wrong with a restaurant...)
  5. 5. What is a Startup? „... extreme uncertainty...“  Most startups fail. Yes it‘s painful. But that‘s the reality. Embrace it!
  6. 6. We need a new framework how we build and run Startups
  7. 7. New Startup Framework • Not „Startups“ or „Products“
  8. 8. New Startup Framework • Not „Startups“ or „Products“  „Experiments“  „See what sticks“
  9. 9. New Startup Framework • Spend 1 year building your product
  10. 10. New Startup Framework • Spend 1 year building your product  Talk to customers first  Only build stuff you have validated first
  11. 11. New Startup Framework • Incorporate a company, find an accountant, ...
  12. 12. New Startup Framework • Incorporate a company, find an accountant, ...  Don‘t „play“ business  Find a real problem to solve  Do admin stuff once you have a real business (most often you don‘t...)
  13. 13. New Startup Framework • Raise money from investors
  14. 14. New Startup Framework • Raise money from investors  Bootstrap as long as you can  Use pre-orders  Use upfront-payments  Use PayPal to ask for money  (Use Crowdfunding) don‘t expect too much
  15. 15. ZenFriend Case Study
  16. 16. #1: Idea • Meditation very important part of my life • Used Runkeeper successfully for my running  IDEA: I want a Runkeeper for my meditation!
  17. 17. #2: Market Opportunity • There are several successful meditation apps with up to 1m of users • I‘ve tested them all, nothing satisfied me  Market opportunity validated!
  18. 18. #3: Use Growth Hacking • Use Growth Hacking and Guerilla Marketing to attract Early Adopters • Build a quick „ghetto“ landingpage, e.g. using a $10 template (e.g. on wrapbootstrap.com) • Use Mailchimp.com and Sumome.com to collect email addresses
  19. 19. #3: Use Growth Hacking • Use Growth Hacking and Guerilla Marketing to attract Early Adopters Within 2 months 900 people on waiting list
  20. 20. #3: Use Growth Hacking • Use Growth Hacking and Guerilla Marketing to attract Early Adopters  Within 2 months 900 people on waiting list
  21. 21. #4: Outsource development • Found great outsourcing partners from Russia by using Elance, Odesk, Freelancer.com
  22. 22. #4: Outsource development • Found great outsourcing partners from Russia by using Elance, Odesk, Freelancer.com  Total costs = less than $10k from idea to finished product
  23. 23. #5: Use Growth Hacking • Used our waiting list • My own list of friends • Reddit
  24. 24. #5: Use Growth Hacking
  25. 25. #5: Use Growth Hacking • Used our waiting list • My own list of friends • Reddit  Almost 3000 downloads in first 30 days!
  26. 26. ZenFriend Case Study • Total project costs so far: less than $15k • Idea in Jan 2014, launched in May 2014 • Didn‘t incorporate new company: used old Small-n-Tall GmbH umbrella (if you don‘t have one, just create an Association (“Verein“) for the time being, it just takes 1 hour and doesn‘t cost anything) • Used Growth Hacking and Guerilla Marketing • Tracking everything
  27. 27. ZenFriend Case Study
  28. 28. ZenFriend Case Study • Note: Even with all these steps, success is never guaranteed!!
  29. 29. ZenFriend Case Study • Note: Even with all these steps, success is never guaranteed!! NEVER!
  30. 30. ZenFriend Case Study • Note: Even with all these steps, success is never guaranteed!! NEVER! NEVER!
  31. 31. ZenFriend Case Study • Note: Even with all these steps, success is never guaranteed!! NEVER! NEVER! EVER!
  32. 32. ZenFriend Case Study • Note: Even with all these steps, success is never guaranteed!! NEVER! NEVER! EVER! • All you can do is create the best conditions possible. Everything else is out of your control. • If ZenFriend fails? Yes that would hurt. Still: We‘ll create a new experiment. • That‘s what entrepreneurs do. They create experiments. Until something sticks.
  33. 33. Personal Learnings • Nothing more frustrating than a „living-dead“ product  courage to „kill“ experiments • Don‘t take funding unless you have reached product/market fit. Else you lose important flexibility as you „lock yourself in“. • Keep experimenting, until you stumble upon something great, often happens by accident • Keep costs low, bootstrap the heck out of it
  34. 34. How to learn more in 1 day than running the business for 6 months https://www.youtube.com/watch?v=G8Rk0c3axtI
  35. 35. YouTube Eric Ries https://www.youtube.com/watch?v=zGXAVw3vF9A
  36. 36. Thank you! Blog: remo.fm Twitter: @remouherek Slides: slideshare.net/remouherek

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