Transcript
Adrian von Orelli
Zürich, January 2015
Different faces of MVPs
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Topics addressed in this talk
• Why you need an MVP• What it is (definition)
• Pretotype• MVP
• Examples
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Why you need an MVP
Don’t sell the products you can build
Build the products you can sell
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Lean Innovation Framework
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Everything is an experiment
Internal debates do not generate facts, but smart experiments do.
Persuade by selling your opinion eloquently
Design effective experiments that generate facts
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What do you want to learn first?
How to build your product?
or
If customers will buy your product?
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Minimal Viable Product
The MVP is that version of a new product which allows a team to collect the maximum amount of validated learningabout customers with the least effort. (Eric Ries)
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Don’t be afraid …
Don’t be afraid to be “embarrassed” when customers see your product for the first time, you will be embarrassed anyway. Eric Ries
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Where does an MVP start?
4) Early version with minimal feature set that can be sold to early adopters. Sales channel can be crowd founding (e.g. Pebble).
1) Proposal: a document describing the solution
3) Fake demo of any kind
2) Smoke Test: Landing Page to test interest
MVP
Pretotype
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AlbertoSavoia
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Minimal Viable Product
An MVP is NOT a crappy version of the final product.
The challenge is to achieve “minimal” and “viable”.
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Minimal Viable Product
An MVP is NOT a crappy version of the final product.
The challenge is to achieve “minimal” and “viable”.
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Pretotype Example (Hardware)
https://www.youtube.com/watch?v=M66ZU2PCIcM
How IDEO workedin 1999
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Types of Pretotypes
Smoke test: Landing Page + Adwords
Mechanical Turk
Fake Door
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In Person Interview / Proposal
Explainer Video
Pinocchio (Mockup)
Purpose of PretotypesBe able to test a product hypothesis with minimal resources
Accelerate learning
Reduce wasted engineering hours
source: Wikipedia
Get the product to early customers as soon as possible
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Pretotype Example (Pinocchio)
Simulate living room ambience effect of flat Screen TV (compared to CRT)Around 2002
From Tom Kelly „the ten faces of innovation“
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Pretotype Example (Explainer Video)
https://www.youtube.com/watch?v=7QmCUDHpNzE
Test vision ofcloud serviceoffering -Dropbox
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Pretotype Example (Pinocchio)
Simulate mobile app
Pawel
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Famous Landing Pages (Smoke Test)
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Landing Pages (Smoke Test)
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Types of MVPs
Wizard of Oz:
Zappos
Concierge model:
Food on the table
Crowd funding:
Pebble
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MVP: Food on the table (Concierge)• Signed up first customer by describing benefits of
service plus subscription fee
• Provided recipe service personally (concierge MVP)
• Learned customer needs in detail and automated laterwhat worked
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MVP: Groupon (Wizard of Oz)
• Skinned Wordpress blog and posted daily
• Used filemaker to create PDF coupons and emailed
• Effectively validated the demand for such servicewithout developing a seamless system
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MVP Examples
The first GoPro cameras used 35mm film and were strapped to a person’s wrist and only captured pictures of the ride.
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MVP Examples (Concierge)
http://steveblank.com/2013/07/22/an-mvp-is-not-a-cheaper-product-its-about-smart-learning/
Test business model for Drone based agriculturalimaging service
MVP: Rent camera and planeinstead of building a drone
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Crowdfunding
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CrowdfundingTest traction early
Get early customer feedback
Marketing channel
Sales channel
Finance development and first batch of production
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MVP Examples (Clever Demo)
Demo of multilocationsynchronizedtouch screenscrum board byvideoconference.
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Things to note
Progress is not getting it’s work done,
its about learning and understanding
if you are effective
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MVP Example (Explainer Video)
https://www.youtube.com/watch?v=oWu9TFJjHaM
Thalmic Lab’s Myodevice was able to attract 10,000 pre-orders or $1,5 million in sales in the first 48 hours with this video.
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