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Food on the Table

Lean Startup Conference
by

michelle houp

on 23 April 2010

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Transcript of Food on the Table

Target Demographic 4 steps to the epiphany huh? product manager hit the street early & often live the product qualitative vs. qualntitative I've seen this movie before This looks familiar Pre WWII 'Package Goods'
were locally developed relationship between
customers & manufacturers Communication & distribution
infrastructure led to an explosion
in nationally marketed & distributed products Post War Without the same level of customer knowledge
the quality of product decisions plummeted. 1980's of product launched from the
end of WWII until then had failed 80% TODAY NEW PRODUCT FAILURE RATE - FOOD Cost of launching a national
grocery product $2.5M - $15M With the emergence of Modern Market
Research in the 1950s and 60s
Quality of data on customer need improved
Reliable customer profiles could be built at a scalable national level.
Product organizations could make product decisions on facts, not opinions
Prototpe testing became a viable scalable option. There is a downside to Market Research
Takes 4 to 12 weeks to complete.
Runs in teh $10s of thousands of dollars.
Is a victim to the rigidity of statistical significance. Only large organizations with extensive resources use it Enter the web Cost & speed sampling significantly reduced Customer Development is P&G style
product development evolved to iteration cycles
accessible to small companies. Bottom 20K Top 20 Online Social Media Food Neglected as adoption laggards Control household spending designed with other users in mind fastest growing with demographic group Touches everyone High Traffic Customer Discovery at FOTT No defined hypothesis
Over 150 direct customer conversations
20 Kitchen Table discussion groups Busy Moms have a core
need to feed their families
a variety of healthy meals
while maximizing savings
ingrocery shopping. Increasing demands on her TIME keep her
consistently addressing these needs Customer Validation Pulled 1 perspective user from Discovery Interviewed her to learn how she solved the problem Offered solutions to pain point - never talked about technology only coded tasks that became to time consuming to do by hand what we did what we learned Start with the opposite of MVP
Full conierge service
Extensive customer interactions
Beyond anything technology can do
NOT COST EFFECTIVE If you can't get them to buy into the hand holding version, go back and iterate Code should only remove bottlenecks (cost) The Early Days Customer Acquisition landing page iteration Invest in traffic to drive learning 'Best Practices' don't apply to all customer segments Our target customer needs information before
moving forward with registration Customer Validation NOW Focus on Retention Look for higher growth rate in returning users than on new registrations What is an 'active' user for us? The right track 'I logged on tonight assuming I could pull up the
recipe for sea bass that I had shopped for on Monday.
I can't find a way to get that recipe. Instead, you are asking
me to rate the recipes I've cooked and then you leave me at
a dead end.

I'll be logging on to Epicurious to find a recipe that works
for the ingredients I've bought. But this is frustrating.' User: Mary
Full transcript