2010 04 28 The Lean Startup webinar for the Lean Enterprise Institute
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The document discusses myths and truths about Lean Startups. It dispels four common myths: that Lean means cheap, that it only applies to web/internet companies, that Lean Startups are small, and that they replace vision with data. It then provides an overview of Lean Startup principles like building a Minimum Viable Product, conducting rapid split tests, and achieving continuous deployment through small, frequent code releases.
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2010 04 28 The Lean Startup webinar for the Lean Enterprise Institute
- 1. The Lean Startup#leanstartupEric Ries (@ericries)http://StartupLessonsLearned.com
- 2. Myth #1MythLean means cheap. Lean startups try tospend as little money as possible.Truth The Lean Startup method is not about cost,it is about speed.
- 3. Myth #2MythThe Lean Startup is only forWeb 2.0/internet/consumer software companies.Truth The Lean Startup applies to all companies that face uncertainty about what customers will want.
- 4. Myth #3MythLean Startups are small bootstrapped startups.Truth Lean Startups are ambitious and are ableto deploy large amounts of capital.
- 5. Myth #4MythLean Startups replace vision with dataor customer feedback.Truth Lean Startups are driven by a compelling vision, and are rigorous about testing each element of this vision
- 6. What is a startup?A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty.
- 7. Nothing to do with size of company, sector of the economy, or industryMost Startups Fail
- 10. Most Startups FailBut it doesn’t have to be that way.
- 11. We can do better.
- 12. This talk is about how.Entrepreneurship is managementOur goal is to create an institution, not just a product
- 13. Traditional management practices fail- general management” as taught to MBAsNeed practices and principles geared to the startup context of extreme uncertainty
- 14. Not just for “two guys in a garage”The PivotWhat do successful startups have in common?
- 15. They started out as digital cash for PDAs, but evolved into online payments for eBay.
- 16. They started building BASIC interpreters, but evolved into the world's largest operating systems monopoly.
- 17. They were shocked to discover their online games company was actually a photo-sharing site.
- 18. Pivot: change directions but stay grounded in what we’ve learned. Speed Winsif we can reduce the time between major iterationswe can increase our odds of success
- 19. A Tale of Two Startups
- 20. Startup1
- 21. Stealth Startup Circa 2001
- 22. All about the team
- 23. A good plan?Start a company with a compelling long-term vision.
- 24. Raise plenty of capital.
- 25. Hire the absolute best and the brightest.
- 26. Hire an experienced management team with tons of startup experience.
- 28. Build a world-class technology platform.
- 29. Build buzz in the press and blogosphere.Achieving FailureProduct launch failed - $40MM and five years of pain… but the plan was executed well
- 30. Crippled by “shadow beliefs” that destroyed the effort of all those smart people.Shadow Belief #1We know what customers want. Shadow Belief #2We can accurately predict the future. Shadow Belief #3Advancing the plan is progress.A good plan?Start a company with a compelling long-term vision.
- 31. Raise plenty of capital.
- 32. Hire the absolute best and the brightest.
- 33. Hire an experienced management team with tons of startup experience.
- 35. Build a world-class technology platform.
- 36. Build buzz in the press and blogosphere.Startup2
- 37. IMVU
- 38. IMVU
- 39. New planShipped in six months – a horribly buggy beta product
- 40. Charged from day one
- 41. Shipped multiple times a day (by 2008, on average 50 times a day)
- 42. No PR, no launch
- 43. Results 2009: profitable, revenue > $20MMMaking ProgressIn a lean transformation, question #1 is – which activities are value-creating and which are waste?
- 44. In traditional business, value is created by delivering products or services to customers
- 45. In a startup, the product and customer are unknowns
- 46. We need a new definition of value for startupsTraditional Product DevelopmentUnit of Progress: Advance to Next StageWaterfallRequirementsSpecificationsDesignProblem: knownSolution:knownImplementationVerificationMaintenance
- 47. Agile Product DevelopmentUnit of Progress: A line of Working Code“Product Owner” or in-house customerProblem: knownSolution:unknown
- 48. Product Development at Lean StartupUnit of Progress: Validated Learning About Customers ($$$)Hypotheses, Experiments,InsightsProblem:unknownData, Feedback,InsightsSolution:unknown
- 49. Minimize TOTAL time through the loop
- 50. There’s much more…Build FasterUnit TestsUsability TestsContinuous IntegrationIncremental DeploymentFree & Open-Source ComponentsCloud ComputingCluster Immune SystemJust-in-time ScalabilityRefactoringDeveloper SandboxMinimum Viable ProductLearn FasterSplit TestsCustomer InterviewsCustomer DevelopmentFive Whys Root CauseAnalysisCustomer Advisory BoardFalsifiable HypothesesProduct OwnerAccountabilityCustomer ArchetypesCross-functional TeamsSemi-autonomous TeamsSmoke TestsMeasure FasterFunnel AnalysisCohort AnalysisNet Promoter ScoreSearch Engine MarketingReal-Time AlertingPredictive MonitoringMeasure FasterSplit TestsClear Product OwnerContinuous DeploymentUsability TestsReal-time MonitoringCustomer Liaison
- 51. Thanks!Startup Lessons Learned Blog
- 54. Getting in touch (#leanstartup)
- 57. Lean Startup Intensive at Web 2.0 Expo May 3, 2010 in San Franciscohttp://web2expo.com/webexsf2010/public/schedule/detail/13260Backup
- 58. How to build a Lean StartupLet’s talk about some specifics.
- 60. Five why’s
- 62. Continuous DeploymentMinimum Viable ProductLearn FasterCustomer DevelopmentFive WhysBuild FasterContinuous DeploymentSmall BatchesMinimum Viable ProductRefactoringMeasure FasterSplit TestingActionable MetricsNet Promoter ScoreSEM
- 63. Why do we build products?Delight customers
- 64. Get lots of them signed up
- 65. Make a lot of money
- 66. Realize a big vision; change the world
- 67. Learn to predict the futurePossible Approaches“Maximize chances of success”
- 68. build a great product with enough features that increase the odds that customers will want it
- 69. Problem: no feedback until the end, might be too late to adjust
- 70. “Release early, release often”
- 71. Get as much feedback as possible, as soon as possible
- 72. Problem: run around in circles, chasing what customers think they wantMinimum Viable ProductThe minimum set of features needed to learn from earlyvangelists – visionary early adopters
- 73. Avoid building products that nobody wants
- 74. Maximize the learning per dollar spent
- 75. Probably much more minimum than you think!Minimum Viable ProductVisionary customers can “fill in the gaps” on missing features, if the product solves a real problem
- 76. Allows us to achieve a big vision in small increments without going in circles
- 77. Requires a commitment to iteration
- 78. MVP is only for BIG VISION products; unnecessary for minimal products.TechniquesSmoke testing with landing pages, AdWords
- 79. SEM on five dollars a day
- 81. Paper prototypes
- 83. Removing features (“cut and paste”)FearsFalse negative: “customers would have liked the full product, but the MVP sucks, so we abandoned the vision”
- 84. Visionary complex: “but customers don’t know what they want!”
- 85. Too busy to learn: “it would be faster to just build it right, all this measuring distracts from delighting customers”Five WhysLearn FasterFive Whys RootCause AnalysisCode FasterContinuous DeploymentMeasure FasterRapid Split Tests
- 86. Five Whys Root Cause AnalysisA technique for continuous improvement of company process.
- 87. Ask “why” five times when something unexpected happens.
- 88. Make proportional investments in prevention at all five levels of the hierarchy.
- 89. Behind every supposed technical problem is usually a human problem. Fix the cause, not just the symptom.Rapid Split TestsLearn FasterFive Whys RootCause AnalysisCode FasterContinuous DeploymentMeasure FasterRapid Split Tests
- 90. Split-testing all the timeA/B testing is key to validating your hypotheses
- 91. Has to be simple enough for everyone to use and understand it
- 92. Make creating a split-test no more than one line of code:if( setup_experiment(...) == "control" ) { // do it the old way} else { // do it the new way}
- 93. The AAA’s of MetricsActionable
- 94. Accessible
- 95. AuditableMeasure the MacroAlways look at cohort-based metrics over time
- 96. Split-test the small, measure the largeContinuous DeploymentLearn FasterCustomer DevelopmentFive WhysBuild FasterContinuous DeploymentSmall BatchesMinimum Viable ProductRefactoringMeasure FasterSplit TestingActionable MetricsNet Promoter ScoreSEM
- 97. Continuous DeploymentDeploy new software quickly
- 98. At IMVU time from check-in to production = 20 minutes
- 99. Tell a good change from a bad change (quickly)
- 100. Revert a bad change quickly
- 101. And “shut down the line”
- 102. Work in small batches
- 103. At IMVU, a large batch = 3 days worth of work
- 104. Break large projects down into small batchesCluster Immune SystemWhat it looks like to ship one piece of code to production:Run tests locally (SimpleTest, Selenium)
- 105. Everyone has a complete sandbox
- 106. Continuous Integration Server (BuildBot)
- 107. All tests must pass or “shut down the line”
- 108. Automatic feedback if the team is going too fast
- 109. Incremental deploy
- 110. Monitor cluster and business metrics in real-time
- 111. Reject changes that move metrics out-of-bounds
- 112. Alerting & Predictive monitoring (Nagios)
- 113. Monitor all metrics that stakeholders care about
- 114. If any metric goes out-of-bounds, wake somebody up
- 115. Use historical trends to predict acceptable bounds
- 116. When customers see a failure
- 117. Fix the problem for customers
- 118. Improve your defenses at each level
Editor's Notes
- Truth: The Lean Startup method is not about cost, it is about speed. Lean Startups waste less money, because they use a disciplined approach to testing new products and ideas. Lean, when used in the context of lean startup, refers to a process of building companies and products using lean manufacturing principles applied to innovation. That process involves rapid hypothesis testing, validated learning about customers, and a disciplined approach to product development.
- Truth: The Lean Startup methodology applies to all companies that face uncertainty about what customers will want. This is true regardless of industry or even scale of company: many large companies depend on their ability to create disruptive innovation. Those general managers are entrepreneurs, too. And they can benefit from the speed and discipline of starting with a minimum viable product and then learning and iterating continuously.
- Truth: There’s nothing wrong with raising venture capital. Many lean startups are ambitious and are able to deploy large amounts of capital. What differentiates them is their disciplined approach to determining when to spend money: after the fundamental elements of the business model have been empirically validated. Because lean startups focus on validating their riskiest assumptions first, they sometimes charge money for their product from day one – but not always.
- Truth: Lean Startups are driven by a compelling vision, and they are rigorous about testing each element of this vision against reality. They use customer development, split-testing, and actionable analytics as vehicles for learning about how to make their vision successful. But they do not blindly do what customers tell them, nor do they mechanically attempt to optimize numbers. Along the way, they pivot away from the elements of the vision that are delusional and double-down on the elements that show promise.