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The Lean Machine
Oded Privaon 7 May 2013
Transcript of The Lean Machine
what really counts major preoccupations worries & aspirations What does he see? environment friends
what the market offers? What does he say and
attitude in public appearance behavior toward others What does he hear?
what friends say
what boss says
what influencers say PAIN
measures of success
obstacles “…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 Your app needs to be ready for launch - initial launch is a very important moment for your ranking and long term success, so your MVP needs to be pretty if not very good at launch. The store may feature you if you are really outstanding, and initial ratings and reviews will have a profound effect on your subsequent downloads and thus ranking Develop mockups : use paper and pen, Balsamiq or other prototype tools, get it in the hands of users and get their feedback Create non-native prototypes (i.e. HTML5) - easier to build than native, the product might actually work in a reasonable way and will be better at eliciting feedback from users. Establish Goals and Baseline Metrics A startup’s job is to
(1) rigorously measure where it is right now, confronting the hard truths that assessment reveals, and then
(2) devise experiments to learn how to move the real numbers closer to the ideal reflected in the business plan. Actionable: demonstrate a clear cause and effect relationship so that you can take definitive action response to it.
Accessible: be easily understood and availablewidely to people in the company.
Auditable: be able to go back to the source ofdata to prove that the metrics were telling the true (and entire) story. Limiting access to published apps is not allowed - everybody has to have access to your app once it is in the Apple iTunes or Google Play store. Secret publication is impossible and you are not allowed to incorporate a login inside your app for a limited set of users. Distributing beta versions is hard - in particular for iOS you are limited to 100 devices, you need to get the UDID of all testing devices and create a profile with that information. For Android it is easier, you can create a special version and distribute to anybody Updating takes time - putting out a new version of your iOS app takes 1-2 weeks for review so quick iterations are hard. It is only 30 minutes for Android fortunately. A/B testing - Bring in a group of people. Show them two different version that you've installed locally and see which one works out better. Kind of like a focus group
submit your app for only some marketplaces, as a way to get testing done on a smaller audience before launching in the US
For your beta use distribution tools – like Mobtest other tools help you with distribution like Testflight or Hockey. Zoom-in Pivot: In this case, what was once a feature within a larger product or system now becomes the entire product.
Zoom-out Pivot: This is the opposite of the zoom-in pivot, where the entire legacy product now becomes a single feature of a new, larger product.
Customer Segment Pivot: This pivot involves changing the customer segment based on validated learning about an existing customer ssegment.
Customer Need Pivot: Here, the startup team develops a high level of customer intimacy and discovers a that the initial problem wasn’t a problem after all but there is an adjacent one that proves fruitful.
Platform Pivot: In the platform pivot, the business begins by creating a product on top of a platform (or just a product) and then realizes that a platform strategy offers a better chance of success.
Business Architecture Pivot: This is a switch between the volume operation business architecture to the complex system business architecture, or vice versa. These two business architectures are described by Geoffrey Moore in his book Dealing with Darwin.
Value Capture Pivot: Ries points out that value capture is typically equated to monetization or revenue models, but value capture is in reality a deep-rooted attribute of the way a product is designed and how a business runs.
Engine of Growth Pivot: Ries identifies three types of engines of growth in the book: the viral, sticky, and paid growth models.
Channel Pivot: Changing distribution channels can dramatically alter the way value is delivered and experienced by the customer. A common example is switching from a third party distributor to a direct sales channel.
Technology Pivot: Here, the product, operating model, distribution channel, and business model remain the same while the underlying technology changes. “If you are going through hell, keep going.”
Winston Churchill Stick growth engine - bring in new customers at a faster rate than your old customers leave the service
Viral engine for growth - e.g hotmail
Paid model growth - advertising etc .. LCV ( lifetime customer value ) CAC > ( customer acquisition cost ) Problems when applying the "Lean machine" on Mobile iOS Dev. So What can be done ?.. This machine was build with the assist of :
Quote Resources :
Tools for Mockups Mobile Mockups
Great pen and paper mockup Application - POP - Prototyping on Paper
And Me - http://il.linkedin.com/in/odedpriva/