2018 03 Lean Startup Und MVP

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DRS Pro Transfer

Minimum Viable Products (in a Lean Startup)

Prof. Dr. Hannes Rothe


Department of Information Systems
Freie Universität Berlin

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 1


What is a Lean Startup?
or why should we care about prototyping?

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 2


What is the difference between startups
and existing companies?

human institution designed to deliver a new product or


“A startup is a

service under conditions of extreme uncertainty”


(Eric Ries 2009)

? ?
? ?

? ?
?

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 3


What is the difference between startups
and existing companies?

a Startup is not a small


version of a big
company

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 4


What is the difference between startups
and existing companies?

temporary organization
A startup is “a

designed to search

for a repeatable

and scalable

business model.”
(Steve Blank 2011)

Source: S. Blank (2011): Why the lean start-up changes everything.


DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 5
What is the difference between startups
and existing companies?

Startups search for assumptions about the unknown.


Existing
Companies
execute what

they know.

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 6


“Business modeling is […] the managerial equivalent of the scientific method – you
start with a hypothesis, which you then test in action and revise when necessary.”
(Magretta, 2002)

H1: A change in an
Independent Variable leads
to a change in a Dependent
Variable

f.e.
If we place a product more
prominently, it can be sold
more often

Source: J. Magretta (2002): Why Business Models matter, p. 5.


DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 7
Test the Problem, then your solution.

Ref. http://upload.wikimedia.org/wikipedia/commons/thumb/1/10/Business_Model_Canvas.png/1280px-
Business_Model_Canvas.png
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 8
How do we validate our Business Model?

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 9


We want to learn as fast as we can…

Hence, we want to reduce the time between


Build > Measure > Learn > Build > Measure > Learn > Build > Measure > Learn ---

Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 10
We want to learn as fast as we can…

We need to test “leap-of-faith”-hypotheses:


a) Value Assumptions and b) Growth Assumptions

Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 11
Once we have a Minimum Viable Product…

A MVP is the basis for an agile, incremental and iterative development of a


business model.

In case parts of our problem assumptions are


wrong, we change the Business Model
fundamentally (before our capital runs low).
We call it: pivot
New New
Guess Guess

Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create
radically successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 12
Minimum Viable Product
What is a MVP?

"The minimum viable product is that version


of a new product which allows a team to
collect the maximum amount of validated
learning about customers with the least
effort.“
(Eric Ries, 2009)

“[…] a bare-bone[s] product that includes just


enough features to allow useful feedback from
early adopters”
(Carmen Nobel, 2013)

Ref. http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html
Nobel, C. (2013). Teaching a 'Lean Startup‘ Strategy. Harvard Business School.
image: Margot Duane 2012 | flickr
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 13
Minimum Viable Product
Why an MVP?

Ref. Croll/Yoskovitz (2013): Lean analytics

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 14


Customer Development
Where do we start?

“a group of stupid hippies turned


the bike world on its ear”

“I don’t think Schwinn Designers were really thinking


about us, when they design those early fat tire bikes.”

Ref. E Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses; S Blank (2013): Why the Lean Start Up Changes Everything.
Images and citations from Klunkerz: A Film About Mountain Bike History

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 15


Customer Development
Where do we start?

Has or can acquire a budget

Has put together a solution


out of parts

Has been actively seeking a


solution

Is aware of having a problem

Has a problem

„earlyvangelist“
Ref. S. Blank (2010):https://steveblank.com/2010/03/04/perfection-by-subtraction-the-minimum-feature-set/

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 16


Build faster…

Enter the Lean Startup Cycle with


a testable MVP in front of real
customers.

A Lean Design Usability or UX Tests


(Agile Development, Free or Open (Hallway Testing, Heuristic
Source, Cloud Computing, Evaluation, A/B Tests, Usability-
Refactoring etc.) questionnaires, Cognitive
Walkthrough etc.)

Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 17
Measure faster…

Beware Analysis Paralysis:


Get out of the building
and talk to your customers…

…about their Issues and your Solution


(Interviews, Observation) (Interviews, make use of web
analytics, usability & UX testing,
funnel analysis (f.e. AARRR), cohort
analysis)

Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses; A Maurya (2012): Running Lean; Lean Analytics (2013)
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 18
Learn faster…
Your Learning Goals depend on your current
state:
In the end you want Product/Market-Fit

Execute
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building

Search
Ref. E Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses; S Blank (2013): Why the Lean Start Up Changes Everything.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 19
Minimum Viable Products (in a Lean Startup)

Prof. Dr. Hannes Rothe


Department of Information Systems
Freie Universität Berlin

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 20


Minimum Viable Product
Interview

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 21


Minimum Viable Product
Concierge MVP (Wizard of Oz MVP)

Expected process by customer


Supplier Pick up
Incoming Order
order order from Shipping
order processing
processing warehouse

Behind the curtain Shoes merchant


was sold for about
Pick up order
Incoming Order 900 Mio. US$ to
from a nearby Shipping
order processing
local shop Amazon in 2009

„Fake it until you make it“ „[Be] the [wo]man behind the curtain.“

Task and Tools

Service is done step-by-step,


manually and in person, as if it was
done (semi)automatic.

See also Ries (2010): The Lean Startup


Images: Wikipedia | Jorge Royan (cc by-sa 3.0), Cover of L.F. Baum „Wonderful wizard of OZ“, G. M. Hill, 1900
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 22
Minimum Viable Product
Concierge MVP (Wizard of Oz MVP)

Another Linguistic students at your faculty need


books without marked paragraphs
example

Create a simple How many people


landing page, find and visited your site and
sell books by hand. ordered these books?

Ref. http://www.startuplessonslearned.com/2009/03/minimum-viable-product.html.

Image: Wikipedia | Johannnes Jansson/norden.org (cc by 2.5)


DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 23
Minimum Viable Product
Video MVP

“It drove hundreds of thousands of


people to the website. Our beta
waiting list went from 5,000 people
to 75,000 people literally overnight.
It totally blew us away.”
(Drew Houston, CEO Dropbox)

https://www.youtube.com/watch?v=w4eTR7tci6A

Task and Tools

A video displays briefly the


value proposition / value
creation by a service or
product offering.

Ref. Video made with VideoScribe; Another example http://innovationsmarathon.de/team-7

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 24


Minimum Viable Product
Landing Page / Ads

AdWords Facebook
AdWords Ads

FacebookAds

AdWords

Tasks and Tools

Illustrate your value proposition LandingPage


(product or service offer)

Critical aspect: Assess your success


KPI ARRR Method
with suitable measures. Lean Analytics
Images. Screenshots from Facebook.com and Google.com
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 25
Minimum Viable Product
Landing Page / Ads

1. In 10 Minutes Scribble a
landing page
a) a Landing Page for
our product
„Catch-Phrase“ b) Develop search
terms to acquire
target customers

2. Present your page (2 Min.)

Call to action

Ref.: Osterwalder et al. (2014): Value Proposition Design


Assess Costs-per-Click (Google) on https://adwords.google.com/ko/KeywordPlanner/

Images: cc by sa Chris Harrison 2007 | Flickr, cc by sa Ftiercel 2012 | Wikipedia

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 28


Minimum Viable Product
Crowdfunding

Sell it before you build it

But only 36,85 % of projects


Image: Pebble Technologies
attain their project goals on
Kickstarter.

Tasks and Tools

Assess market demand, get feedback Crowdfunding


about product or service and test
marketing channels.

Maybe you also secure initial funding Crowdinvesting


Ref. http://www.statista.com/statistics/321513/top-ranked-kickstarter-projects-funding/
http://www.statista.com/statistics/235405/kickstarter-project-funding-success-rate/

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 29


Minimum Viable Product
Paper Prototype

Webbased Android & iOS Paper & Pencil

i.e. myBalsamiq, Axure i.e. Pop 2.0 i.e. pencil, fineliner,


(Indesign, Powerpoint) colored markers,
scissors …

Sefelin, Reinhard, Manfred Tscheligi, and Verena Giller. "Paper prototyping-what is it good for?: a
comparison of paper-and computer-based low-fidelity prototyping.“; Snyder, Carolyn. Paper
prototyping: The fast and easy way to design and refine user interfaces, 2003.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 30
Minimum Viable Product
Paper Prototype

Example:
https://youtu.be/9wQkLthhHKA?t=1m35s

Decide which
Prepare your Do your
user tasks
mockups. usability test.
you‘ll test.

One person Multiple people At least one person


„simulates“ observe the user and tests the mockup
the machine her actions and thinks aloud.
Snyder, Carolyn. Paper prototyping: The fast and easy way to design and refine user interfaces. Newnes, 2003.
Nielsen, Jakob. Designing web usability: The practice of simplicity. New Riders Publishing, 1999.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 31
Minimum Viable Product
Paper Prototype

Create an iOS app to


capture and circulate notes
from scientific conferences

1 Form groups of 2 or 3 and develop an app


(10 Minutes)

2 1 Person is a demonstrator
1 Person is documentor
1 Person is a tester
(5 Minuten)

Snyder, Carolyn. Paper prototyping: The fast and easy way to design and refine user interfaces. Newnes, 2003.
Nielsen, Jakob. Designing web usability: The practice of simplicity. New Riders Publishing, 1999.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 32
Minimum Viable Product
Product Prototype

Common practice for building


information systems (Software).

1999 2000 2003 2016

Information systems (Hardware)

Siehe Interview with Nicholas


Woodman (CEO GoPro)
https://www.youtube.com/wa
tch?v=Gd-k-395KtA

Images: Screenshots from google.com and web.archive.org; Gopro; Forbes.com


DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 33
Minimum Viable Product
Product Prototype / Service Prototype

Alternative practice for prototyping your service.

… explore your customer group,


location, and recipe.

Image: http://www.eventinc.de/info/food-truck-berlin;
see also http://www.woopwoopicecream.de/

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 34


Summing up with the Dropbox Story
Using MVPs within the Lean Startup Cycle

Initial core domain: Lean


(IT-based) startups Startup
(meanwhile also been seen Cycle
in big companies of all kind)

Prototypical Procedure:
„learn early, learn often“
(adaptation from „release early, release often“)

Ref.: Ries (2011), Maurya (2012), Blank (2013), http://theleanstartup.com/casestudies, Drew Houston ( 2010, Link)

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 35


Summing up with the Dropbox Story
Using MVPs within the Lean Startup Cycle

Case: Dropbox is Software as a Service


2007 „Throw away your USB drive“
1st Video MVP + Call to Action
1 (3 minutes screencast on Hacker News)

„Put something in
2008 Private Beta Launch users hands and get
2nd Video MVP + Landing Page real feedback ASAP“
2 Early Adopters (Waiting List leapt
from 5k to 75k within a day)

2009 Landingpages Typical happy customer


multiple pages + SEO/SEM „didn‘t realize [they]
needed this“
experiments
-> SEO/SEM

2010 Version 1.0


Freemium model with WoM
Marketing (2,8 mio. „referal Iinvites“ in
30 days)

Ref.: Ries (2011), Maurya (2012), Blank (2013), http://theleanstartup.com/casestudies, Drew Houston ( 2010, Link)

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 36


Minimum Viable Product
MVP Types

Product Prototype /
Single Feature MVP

3D Print Concierge MVP


Scope

Video MVP
„Sell it before
Roleplays you build it“
Wireframes (Crowdfunding)

Questionnaire
Paper Prototype

Advertisements Landing Page


Presentation/ Interview

Reach
Ref. Stefan Roock (2012) and Mathieu Garde (2014),
images (cc by sa) Efude 2007 | DeviantArt, Creative Tools 2012 | Flickr, Jorge Royan 2006 | Wikipedia,Shawan Zaln 2014 | Flickr
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 37
(1) Which of the the MVP
types would be most
feasible for you?

(2) Which value


assumptions could you
test with the MVP?

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 38


Am I riding a
dead horse?

Upside down Horse by David Cerny | Flickr Abi Skipp 2008 cc by |https://www.flickr.com/photos/9557815@N05/2775512699
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 39
Typically we are asked for the Break-even Point
When will we break even (wins == losses)

𝑇𝑜𝑡𝑎𝑙 𝑅𝑒𝑣𝑒𝑛𝑢𝑒 = 𝑇𝑜𝑡𝑎𝑙 𝐶𝑜𝑠𝑡𝑠 R: revenue


Cf: fixed costs
𝑅𝑥 = 𝐶𝑓 + 𝐶𝑣 Cv: variable costs
𝑥 ∗ 𝑝 = 𝐶𝑓 + 𝑐𝑣 ∗ 𝑥 x: units
p: price
cv: costs per unit

Which cost types are regularly most important for highly scalable
business models?

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 40


Variable costs + revenues for entrepreneurs
Understanding the customer funnel

Acquisition: User gets in contact with product/service

Activation: User successfully interacts for the first time with product/service

Retention: User comes back

Referral: User talks about product/service

Revenue: User initiates a cash flow

e.g., http://blog.trak.io/growth-hacking-like-a-pirate-a-beginners-guide-to-pirate-metrics/

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 41


Variable costs + revenues for entrepreneurs
Understanding the customer funnel

Attract Sell Support / Loss


Resell

 Kroenke (2013), Using MIS, S. 263

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 42


Variable costs + revenues for entrepreneurs
Customer lifetime value

Time Lifetime

Retention probabilty Rest lifetime

Value
Acquisition
payments … … + expected referral (virality)

Repeated
payments Current cashflows Expected cashflows

Beginning of relationship Current time End of relationship

Ref. Bruhn, M.; Georgi, D.; Schusser, S. (2004): Einsatz des Customer Lifetime Value (CLV) im Commitmentgeschäft. In:
Management von CRM-Projekten. Handlungsempfehlungen und Branchenkonzepte, Wiesbaden, S. 438.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 43
Variable costs + revenues for entrepreneurs
Diving into customer acquisition costs

How about your customers?


(lets compare selling to business with selling to consumers)
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 44
Some Additional Readings

Blank, Steve. "Why the lean start-up changes Maurya, Ash. Running Lean: Iterate from Plan A to a Plan
everything." Harvard Business Review 91.5 (2013): 63-72. That Works. " O'Reilly Media, Inc.", 2012.

Croll, Alistair, and Benjamin Yoskovitz. Lean Analytics: Use Ries, Eric. The lean startup: How today's entrepreneurs use
Data to Build a Better Startup Faster. " O'Reilly Media, Inc.", continuous innovation to create radically successful
2013. businesses. Random House LLC, 2011.

Magretta, J. "Why business models matter." Harvard


business review 80.5 (2002): 86.

Some videos on the topic

Lean Startup Value and Value What is a “business


(Introduction) Proposition model”?

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 59


Images

 Team (cc-by); http://www.marketingfacts.nl/berichten/innovatie-het-verschil-tussen-succes-en-faillissement


 Building (cc-by); Lance Hancock from The Noun Project
 Books (cc-by) http://upload.wikimedia.org/wikipedia/commons/7/76/Urval_av_de_bocker_som_har_vunnit_
Nordiska_radets_litteraturpris_under_de_50_ar_som_priset_funnits_(2).jpg
 Screenshot – amazon Webpage, https://www.amazon.com (2014-10-24)

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 60


Bibliography

Cooper, Alan. The inmates are running the asylum:[Why high-tech products drive us
crazy and how to restore the sanity]. Vol. 261. Indianapolis: Sams, 1999.
Kleinaltenkamp, M. (2013). Nutzungsprozesse–die vernachlässigte Seite der
Wertschöpfung. In Theorie und Praxis des Dienstleistungsmarketing (pp. 1-25). Springer
Fachmedien Wiesbaden.
Kleinaltenkamp, Michael, Ilias Danatzis, and Carolin Wernicke. "Produktivität im
Gesundheitssektor–Wertschöpfung in Nutzungsprozessen." Dienstleistungen im
Gesundheitssektor. Springer Fachmedien Wiesbaden, 2014. 59-87.
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning.
Journal of the academy of marketing science, 38(1), 19-31.
Maslow, Abraham Harold. "A theory of human motivation." Psychological review 50.4
(1943): 370.
Osterwalder, Alexander, et al. Value Proposition Design: How to Create Products and
Services Customers Want. John Wiley & Sons, 2015.
Rintamäki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value
propositions in retailing. Managing Service Quality: An International Journal, 17(6), 621-
634.
Smith, Adam. "An inquiry into the nature and causes of the wealth of nations: Volume
One." (1776).
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing.
Journal of marketing, 68(1), 1-17.

DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 61


Thank you!

Enterprise Fair: Digital Startup Ecosystem, Prof. Dr. Hannes Rothe (@cpt_ftr)

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