producttank amsterdam january 2015 - ivar pruijn
TRANSCRIPT
“For years we’ve treated startups like they are just smaller versions of a large company. However, we now know that a startup is a temporary organization designed to search for a repeatable
and scalable business model.” 1
Steve Blank
1 http://steveblank.com/2012/03/05/search-versus-execute/
In a startup everything is new and uncertain. You’re in uncharted territory.
Without a map, without a compass, where do you go?
Make sure you have data from day one! Really. Stop what you’re doing and go get it.
analytics.track('Ate after midnight', { name: ‘Gizmo’, type: ‘Mogwai’,});
A feature is not done until it has analytics
function startExperiment(experiment) { $('#optimizely_toggle_running').text('Starting...'); optly.put('experiments/' + experiment.id, {'status': 'Running'}, function(response) { // Running $('#optimizely_toggle_running').text('Click to pause'); });}
function createExperiment() { experiment = {} experiment.description = "Feed after 12am”; optly.post('projects/1/experiments', experiment);}
function createVariation(experiment, index, newTitle, weight) { // Generate variation code var variationTemplate = '$(".post-$POST_ID .entry-title a").text("$NEW_TITLE");'; var code = variationTemplate .replace(/\$OLD_TITLE/g, originalTitle) .replace(/\$NEW_TITLE/g, newTitle) .replace(/\$POST_ID/g, postId);
// Request data var variation = { "description": newTitle, "js_component": code, "weight": weight }
optly.put('variations/' + experiment.variation_ids[1], variation, onVariationCreated); }}
Test all your assumptions
& learn which things work
What we know we know
What we know we don’t know
What we don’t know we know
Knowns & unknowns
What there is to know
Wh
at w
e co
mpr
ehen
d
Unknown
Known
Known Unknown
What we don’t know we don’t
know
experiment ○ test all your assumptions
learn ○ about your business
reduce uncertainty ○ use data as a compass
get data ○ it’s your best friend
Empathy
Stickiness
Virality
Revenue
Scale
Gro
wth
Rat
e
I've found a real, poorly-met need a reachable market faces
LEAN ANALYTICS STAGE
"GATE" NEEDED TO MOVE FORWARD
I've figured out how to solve the problem in a way they will adopt
and pay for
I've built the right product / features / functionality that keeps
users around
The users and features fuel growth organically and artificially
I've found a sustainable, scalable business with the right margins in
a healthy ecosystem
I can achieve a successful exit for the right terms
GROWTH
CRO
Con
ten
t M
ktin
g
FB
Ad
s
Dis
pla
y
Mob
ile
Behavioral Psychology
Branding, Positioning, Storytelling
Copywriting
ACQUISITION/VIRALITY
Brian K BalfourVP Growth @ HubSpot, Formerly EIR @ Trinity Ventures, Growth advisor
Vir
alStatistics Programming
Product Design & UX Principles
A/B Testing DB Querying Excel ModelingFunnel
Marketing
Em
ail
PPC SEO
Soci
al
PR
Sale
s
Par
tner
- sh
ips
AnalyticsBase
knowledge
Marketing Foundation
Channel Expertise
“We are a public entity, and management made the decision that we would not
purchase any cloud subscriptions for this year. So, once we have budgeting come back around in October, maybe we can revisit our
needs then”
- an email from one of our customers last week
Budgets are for losers
zoom in ○ on short-term tactics
zoom out ○ on long-term strategy
reflect ○ on your vision
focus ○ on your real goals