the 1 week minimum viable product (mvp)
TRANSCRIPT
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“Life’s too short to build something nobody wants.”
Ash Maurya
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MVP1 Week
the
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Alexis Roqué@alexisroque
Co Founder
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Alexis Roqué@alexisroque
Co Founder
Technology“Any su!ciently advanced technology is indistinguishable from magic.”Arthur C. Clarke
Design
“The simplest way to
achieve simplicity is
through thoughtful
reduction.”
John Maeda
Business“Business has only two functions: Marketing
and Innovation.”
Peter Drucker
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Salesman Scientist
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Entrepreneur A
0001500000MONEY DAYS
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Entrepreneur B
000000MONEY DAYS
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Entrepreneur B
000100000100MONEY DAYS
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Entrepreneur B
000100000100MONEY DAYS
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Entrepreneur B
000100000100MONEY DAYS
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Entrepreneur B
000100000100MONEY DAYS
??
?
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Entrepreneur B
000100000100MONEY DAYS
??
?
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Entrepreneur B
000000MONEY DAYS
??
?
0 150
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Entrepreneur B
000000MONEY DAYS
??
?
0 150
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Entrepreneur B
0001500000MONEY DAYS
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Entrepreneur C
000000MONEY DAYS
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Entrepreneur C
00050000150MONEY DAYS
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Entrepreneur C
00050000150MONEY DAYS
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Entrepreneur C
00050000150MONEY DAYS
24
1
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Entrepreneur C
00050000150MONEY DAYS
24
1
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Entrepreneur C
00050000150MONEY DAYS
24
1
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Entrepreneur C
000000MONEY DAYS
24
1
100 100
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Entrepreneur C
000000MONEY DAYS
24
1
100 100
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Entrepreneur C
000100000100MONEY DAYS
24
13
555
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Entrepreneur C
000100000100MONEY DAYS
24
13
555
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LEARN
IDEAS
BUILD
MEASURE
CODEDATA
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MVPMinimum Viable Product
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If you are not embarrassed by the first
version of your product, you’ve
launched too late.
Reid Hoffman
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Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
Startup Metrics for Pirates: AARRR!
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Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
Before Product / Market Fit
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Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
Before Product / Market Fit
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Acquisition How do users find you?
Activation Do users have a great first experience?
Retention Do users come back?
Revenue How do you make money?
Referral Do users tell others?
After Product / Market Fit
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Pivot or Proceed?
Hoy would you feel if you cloud no longer use
[product_name]?
Very disappointed
Somewhat disappointed
Not disappointed (it really isn’t that usefull)
N/A - I no longer use [product_name]
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False negative: “customers would have
liked the full product, but the MVP sucks,
so we abandoned de vision.”
Visionary complex: “but customers
don’t know what they want”
Too busy to learn: “ it would be faster to
just build it right, all this measuring
distracts from delight customers.”
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CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Cost Structure
Solution
Key Metrics
UVP Unfair Advantage
Channels
Revenue Streams
Lean Canvas, Ash Maurya
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Cost Structure
Solution
Key Metrics
UVP Unfair Advantage
Channels
Revenue Streams
1 2 3
4
1
23
41
2
34
Product Risk
Customer Risk
Market Risk
Lean Canvas, Ash Maurya
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Customer Segments
Early Adopters
Cost Structure
Problem
Existing Alternatives:
Solution
Key Metrics
UVP Unfair Advantage
Channels
Revenue Streams
Lean Canvas, Ash Maurya
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Customer Segments
Early Adopters
Cost Structure
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Unfair Advantage
Channels
Revenue Streams
Lean Canvas, Ash Maurya
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
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Empathy Map
Name the person Seeing
Feeling
Hearding
Doing
Customer Segments
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User PersonaCustomer Segments
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User PersonaCustomer Segments
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
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Problem
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Problem
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
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Solution
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Solution
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High risk
UnknownKnown
Low risk
Prioritization Matrix
Solution
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
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UVP
TemplateFor ____________ (target customer)
who ____________ (statement of the need or oppertunity)
our (product/service name) is ____________ (product category)
that (statement of benefit) ____________ .
Sample(s)For non-technical marketers
who struggle to find return on investment in social media
our product is a web-based analytics software that translates engagement metrics into actionable revenue metrics.
Geoff Moore’s Value Positioning Statement
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UVP
Template[Proven industry example] for/of [new domain].
Sample(s)Flickr for video.Facebook for dogs.The Firefox of media players.
Venture Hacks’ High-Concept Pitch
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UVP
Template“We help X do Y doing Z”.
Sample(s)We help non-technical marketers discover return on investment in social media by turning engagement metrics into revenue metrics.
Steve Blank’s XYZ
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Customer Segments
Early Adopters
Problem
Existing Alternatives:
Solution
Key Metrics
UVP
Lean Canvas, Ash Maurya
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Key Metrics
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CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
![Page 73: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/73.jpg)
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview
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InterviewCost per Café con Leche
(from 1€ to 20€)
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InterviewFreemium
(from 14,95€ to 199,95€ / month)
wufoo.com
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
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AdWordsCost per Click (CPC)
(from 5€ / campaign)
google.com/adwords
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
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SketchCost per page
(from 0,20€ / page)
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup
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MockupCost per Service
(from 300€)
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers
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Raise FundsFee
(5% fee to the funds collected)
kickstarter.com
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
![Page 85: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/85.jpg)
VideoPay per video
(from 39€ / video)
videolean.com
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
![Page 87: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/87.jpg)
Landing PageFreemium
(from 49€ / month)
unbounce.com
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
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Concierge MVP
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Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
The Product
![Page 91: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/91.jpg)
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
The Product
Crash Test MVP
![Page 92: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/92.jpg)
Crash Test MVP
makelean.com
Cost per MVP(from 2.499€ Coming Soon)
Multiscreen
Feedback
Social
Metrics
Payment
Reperts
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Start Finish
Start
Start
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Validate your idea with real users
without coding, design and risk.
Code Design Capital Risk
![Page 95: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/95.jpg)
Prod
uct F
idel
ity
Coverage (Number of Customers)few
low
high
many
Interview Ad-Words-Campaign
Paper Sketch
Paper Mockup Raise Funds from Customers Video
Landing Page
Concierge MVP
The Product
Crash Test MVP
![Page 96: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/96.jpg)
CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
![Page 97: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/97.jpg)
CREATE THEVISION
RUN ANEXPERIMENT
CREATE ANMVP
FEEDBACK ANDRESEARCH
![Page 98: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/98.jpg)
![Page 99: The 1 Week Minimum Viable Product (MVP)](https://reader036.vdocuments.net/reader036/viewer/2022062412/587a0cbe1a28ab01268b705f/html5/thumbnails/99.jpg)
www.makelean.com @[email protected]