different faces of mvp

Adrian von Orelli

Zürich, January 2015

Different faces of MVPs

19.1.2015 www.pragmatic-solutions.ch 1

Topics addressed in this talk

• Why you need an MVP• What it is (definition)

• Pretotype• MVP

• Examples


Why you need an MVP

Don’t sell the products you can build

Build the products you can sell


Lean Innovation Framework


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


What do you want to learn first?

How to build your product?

or

If customers will buy your product?


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)


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


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


AlbertoSavoia



An MVP is NOT a crappy version of the final product.

The challenge is to achieve “minimal” and “viable”.


Pretotype Example (Hardware)

https://www.youtube.com/watch?v=M66ZU2PCIcM

How IDEO workedin 1999


Types of Pretotypes

Smoke test: Landing Page + Adwords

Mechanical Turk

Fake Door


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


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“


Pretotype Example (Explainer Video)

https://www.youtube.com/watch?v=7QmCUDHpNzE

Test vision ofcloud serviceoffering -Dropbox


Pretotype Example (Pinocchio)

Simulate mobile app

Pawel


Famous Landing Pages (Smoke Test)


Landing Pages (Smoke Test)


Types of MVPs

Wizard of Oz:

Zappos

Concierge model:

Food on the table

Crowd funding:

Pebble


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


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


MVP Examples

The first GoPro cameras used 35mm film and were strapped to a person’s wrist and only captured pictures of the ride.


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


http://steveblank.com/2013/07/22/an-mvp-is-not-a-cheaper-product-its-about-smart-learning/

Crowdfunding


CrowdfundingTest traction early

Get early customer feedback

Marketing channel

Sales channel

Finance development and first batch of production


MVP Examples (Clever Demo)

Demo of multilocationsynchronizedtouch screenscrum board byvideoconference.


Things to note

Progress is not getting it’s work done,

its about learning and understanding

if you are effective


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.


different faces of mvp

Business

minimal viable productan

minimal viable productthe

final product

product hypothesis

new product

mvp start

early version

early customers