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This is a presentation that tries to resume the essencial parts of the book Running Lean by Ash Maurya See his website: http://www.runningleanhq.com/
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Presentation about the methodology in the book:
Running Lean by Ash Maurya
Slides
Author: Thiago Oliveira de PaivaTwitter: @ThiagoPaiva
Blog: modelodenegocios.tumblr.com
(in portuguese)
Running Lean
Prioritize Where to Start
Importance order:
1. Customer pain level
2. Ease offer reach
3. Price
4. Market Size
Your objective is to find a big enough market you can reach
with customers who need your product that will pay a price
you can build a business around.
Lean Canvas Stages
Stage 1 Stage 2 Stage 3
• At each stage there are only a few actions that matter, the rest is waste of resources
Best moment to seek for investment
Source: Book Running Lean, Ash Maurya
Right Action, Right Time
Bijoy Goswami
Lean Canvas Stages
• Pivot: Change your plan so you can find one that works
• Optimization: Accelerate a plan that it’s proven that
works
Learning and Pivot before product/market fit, Growth and Optimization after
product/market fit
• Stage 1: Do I have a problem worth solving?
• Stage 2: Have I built something people want?
• Stage 3: How do I accelerate growth?
Key Questions
Learning and Validating
• Stage 1: Learning Loop, Customer Discovery Workflow,
Rules and Lean Canvas
During the Learning and Validating stages there are some tools we will use:
• Stage 2: Product Launch Workflow
Learning Loop
Mockup, Landing Page, Presentation…Anything that can test the idea
A lean fundamental learning loop is a Build/Measure/Learn loop
Collected from customers
Data validate or refute the hypothesis
Source: Eric Ries
Rules of Experimentation
Prematureoptimization
Run out of resources
Chasing your tail
The optimal learning loop
There are a set of rules that helps you correctly define and run experiments
1. Formulate testable hypotheses
• Not measurable: “Being know as expert will drive early adopter”
• Specific and testable: Blog post will drive 100 sign-ups”
2. Maximize for Speed, Learning and Focus:
Source: Book Running Lean, Ash Maurya
Rules of Experimentation
3. Validate qualitatively, verify quantitatively
• You need only a few customers interviews to have a strong
signal (positive or negative) to validate or refute your
hypothesis
• Later you will need a larger sample to test if it is scalable
4. Create accessible dashboard
• It’s important to share the hypothesis and the results of
your experiment with your team
5. Communicate learning early and often
• Communicate your lessons learned weekly to your internal
team and monthly to your external advisors and investors
Qualita
tively
Quantita
tively
Problem/Solution Fit
Is your problem worth solving? This workflow helps you discover with support from
customers
Source: Book Running Lean, Ash Maurya
Problem/Solution Fit
A problem worth solving boils down to three questions
1. Is it something customers want? (must-have)
2. Can it be solved? (feasible)
3. Will they pay for it? If not, who will pay? (viable)
Document Your Plan A
• Probably your plan A will change over it’s
implementation, but it’s very important you
have it documented.
• Lean Canvas is an one sheet model, what
makes it very easy to use, to share and to
modify.
Lean Canvas
1 13
6
7
4
5 5
8
Source: Book Running Lean, Ash Maurya
Problem and Customer Segment
Problem:
• Write down the Top 3 problems
• List existing alternatives to these problems
Customer Segment:
• Identify users and their roles
• Hone in on possible early adopters
Unique Value Proposition (UVP)
Good Tips:
• Be different, but make sure your difference matters
• Target early adopters
• Focus on benefits that your customers will have after using your product
• Pick words carefully and own them
• Answer: What, Who and Why
• Study UVP the enterprises your respect
• Create a high-concept pitch (short phrase describing your concept)
“A single, clear compelling message that states why you are different and worth buying.”
Steve Blank
Solution
• Simply sketch the top 3 features or capabilities
that solves each one of the 3 problems
Channels
Some characteristics to think about the
channel:
• Free vs Paid
• Inboud vs Outbound
• Direct vs Indirect
• Personal vs Automated
• Retention vs Referral
• Content Marketing
The path you will use to get to your customers
Revenue Steams and Cost Structure
Some tips:
• Start charging from day one
• Use a “Free Trial” plan
• Pick a price to test
• Take your costs into account
• Start with a single pricing plan
How you make money and how much you charge
Your costs and the break even point
Key Metrics
What are the key activities that drive your startup and how to measure
them
Unfair Advantage
• Think about how you can make yourself
different and make your difference matters
• If you still don’t know, leave this box in blank
“A real unfair advantage is something that cannot be easily copied or bought.”
Jason Cohen
Example: Book Running Lean
Source: Book Running Lean, Ash Maurya
Product Lauch Workflow
This workflow will help you define your MVP (Minimum Viable Product) and test it
Source: Book Running Lean, Ash Maurya
Now what?
Okay, I’ve done exactly as you said and everything is going fine (or not everything),
now what? How do I scale?
“I suggest you to read the great book Running Lean, which I tried to resume in this presentation, but wasn’t possible to resume all the book. I sure will think about
building a complementary presentation. Thanks!”
Me
References Books
The Four Steps to Epiphany, Steve Blank
• This book talks about the customer development methodology for startups
Running Lean, Ash Maurya
• It’s a practical book for starting a web-based startup using the lean canvas and lean startup methodology, all this presentation was based on this book
Business Model Generation, Alexander Osterwalder
• This book presents the business model canvas that it’s a very good and easy model for describing business models