Lean Startup
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Lean Startup. Theory & Motivation Examples & Learnings. Rémy Blättler Chief of the System, Supertext AG remy.supertext.ch @swissghostrider. Born in Eschenbach Electronics technician @ Cerberus BSc in CS at HSR in Rapperswil Co-founder Collaboral Startup @ Technopark Zurich. Reto.

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Lean startup

Lean Startup

Theory & Motivation

Examples & Learnings

Rémy Blättler

Chief of the System, Supertext AG remy.supertext.ch @swissghostrider


Lean startup

  • Born in Eschenbach

  • Electronics technician @ Cerberus

  • BSc in CS at HSR in Rapperswil

  • Co-founder Collaboral

  • Startup @ Technopark Zurich

Reto

Remy

East Coast (NYC)

West Coast (SF)


Remy blaettler

Remy Blaettler

“Chief of the System” at Supertext, the fastest growing Swiss translation and copywriting company

[email protected]

remy.supertext.ch

@swissghostrider


What does a successful startup need

What does a successful startup need?

A great idea

Good timing

A rocking team

VC capital

and lots of hard work (and time)

Right?


Lean startup

Enter the lean startup


The background

The background

Eric Ries was a fairly unsuccessful serial entrepreneur.

He was searching for a way to increase the success rate of his startups.

Based on the principles of lean manufacturing from Japan (Toyota)


The principles

The principles

Entrepreneurs are everywhere

Entrepreneurship is management

Validated learning

Build-measure-learn

Innovation accounting


Traditional management

Traditional management

Set exact targets based on experience and existing clients.

Plan and execute accordingly.

Successful execution of a plan that leads to nowhere.

School:

Waterfall, maybe Agile


Traditional management1

Traditional management

Clearly does not work for startups.

“Let’s just do it” is adopted.

No management does not work either.


Build measure learn feedback loop

Build – measure – learn feedback loop


First a reality check

First: a reality check

Idea!

Does your customer have the problem that you are trying to solve?

Will they pay for it?

Will they pay YOU for it?

Can you build the solution for that problem?


Lean startup

Try to sell the product before you build it

(It’s not the same as asking customers what they want.)


Build measure learn feedback loop1

Build – measure – learn feedback loop


Mvp minimum viable product

MVP (minimum viable product)

Skimp on features not on quality.

Remove any feature, process or effort that does not contribute to the “test”.


Lean startup

NOBODY is going to steal your idea

And if they can execute your idea quicker and better than you, you’re in trouble anyway.


Build measure learn feedback loop2

Build – measure – learn feedback loop


Quantitative learning

Quantitative learning

You can always justify failure as part of the learning experience, but that's a bit cheap….

Use experiments, not market research.


Innovation accounting

Innovation accounting

Traditional

Time

Budget

Features

Quality

Lean

Actionable vs. vanity metrics

Only measure things with a clear cause & effect.

Split tests


Dave mcclure s pirate metrics aarrr

Dave McClure’s pirate metrics (AARRR)


Pivot

Pivot?

Don’t give up too quickly.

But don’t try to ride a dead horse either.

Listen to customer feedback!

And adding more services to the wrong idea is not the answer.


Lean startup

Results

Enter your qualitative/ quantitative data

Background

What are you trying to achieve?

Hypothesis

[Specific repeatable action] will [Expected measurable outcome]

Validated learning

What did you learn?

 Validated or not

Details

How will you setup this experiment?

Next action

What is your next experiment?


Accelerate

Accelerate


Grow adapt

Grow & adapt

Make sure the paid acquisition is not higher than the customer lifetime value.

Eventually your business should grow faster than the build-measure-learn feedback can loop.


Lean startup

Examples


It s simple api sourcing

It’s simple: API sourcing

An online database for pharmaceutical ingredient suppliers.

Traditional

$20k for a web agency

Lean

$30 for a Wordpress template

$25/month for an online db knack


Just start somewhere

Just start somewhere

Pain: project managers send out complicated Excel sheetsthat are always out of sync.

Solution: build something that keeps them in sync.

First idea: synced project management in Excel

Better idea: generic synced spreadsheet!


Collaboral

Collaboral

Remy

Shared Excel

Shared Word

Shared PowerPoint

Desktop and web version

Enterprise edition

School edition

Free edition

Spent 2 weeks on the login page

Reto

Shared Excel desktop version

Spent 2 weeks building the VB client


Supertext

Supertext

What we sold to our clients


Supertext1

Supertext

What we actually had


Supertext2

Supertext

Our plan…


Supertext3

Supertext

… and the reality


Keeping deadlines dosensio

Keeping deadlines - Dosensio

Built shared drive for Sharepoint

First working prototype after 2 months

Perfected it for another 12 months

Ran out of money and released it

Turns out the customer wanted something different


Startup excuses

Startup excuses

I have no idea

I have no money

I’m not a developer

I need a logo first


Need an idea

Need an idea?

Photos of tourists with a camera drone at the Eiffel tower

“Create an event app” app

Email snooze for Outlook

Hollywood tours with a lift platform


Funny footnote

Funny footnote

Eric Ries was working on something completely different when he came up with the lean startup approach.


Lean startup

Forget about the million dollar idea

Just start something. Anything.


D ownload the presentation

Download the presentation

http://remy.supertext.ch

http://remy.supertext.ch/2014/10/lean-startup-talk-at-google/

https://twitter.com/swissghostrider


Lean startup machine by trevor owens

Lean Startup Machine by Trevor Owens

Learn to build a successful business in three days.

Lean Startup Machine (LSM) is a three-day workshop on building a successful business.

https://www.leanstartupmachine.com/


Lean startup factory

Lean Startup Factory

Build a real startup in one weekend.

And we’re not talking about just a business plan.

http://www.leanstartupfactory.com/


Reduce the batch size

Reduce the batch size

Example: letters

Fold, pack, close the envelop and put on a stamp.

Single-piece flow instead large-batch approach

Speed up release and learning cycles


Lean startup

Your prototype should not take more than 90 days to build. Full time or part time.


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