Lean AKademy, Mar-Apr, 2014
501. Report of Interview Results
• We put the LC on the wall again
• Practical problems? How were your interviewees? Document their characteristics
• Product Risk– What are you solving?
• Market Risk– Existing Alternatives
• Customer Risk– Is this a viable customer segment?
Lean AKademy, Mar-Apr, 2014
502. How Interviews Affect our LC
• This is the time to put the new input on the canvas
• Can we start thinking in terms of demo?
• What can we produce as a solution too pitch in the next phase of our Lean AKademy?
Lean AKademy, Mar-Apr, 2014
503. Using Channels
• How does the product get from the company to the customers?
• Physical channels
– First companies, sales representatives
• Web & mobile channels
– New technologies
Lean AKademy, Mar-Apr, 2014
503. Using Channels
Product/Channel Bits/Virtual Physical
Bits/Virtual Facebook, Twitter, Google
Insurance, stocks,software
Physical Shoes, books, consumer electronics
Cars, food, utilities, etc.
Lean AKademy, Mar-Apr, 2014
504. Identify your Channels
• Is your product virtual or physical?
• Will your channels be direct or indirect?
• Web distribution– Dedicated e-commerce site
– Platform, app-store (itunes)
– 2-step distribution (amazon)
– Aggregator (vertical market approach)
– Social commerce (Facebook)
– Flash sales (Groupon)
Lean AKademy, Mar-Apr, 2014
504. Identify your Channels
• Don’t pick all of them…
• Physical distribution
– OEM (Intel, Nvidia)
– System Integrator (devices + software)
– Value-added reseller
– Direct Sales Force
– Web/online sales (telesales)
– Distributors to dealers or retailers
Lean AKademy, Mar-Apr, 2014
504. Identify your Channels
• Solution VS Marketing Complexity
• Each channel can handle different levels of complexity selling the product
• Each channel adds different value to the product as they promote it to the market
• The higher value added, the higher the cost that comes for the seller
Lean AKademy, Mar-Apr, 2014
505. Vanity Metrics (not!)
• Acquisition
– The point where an unaware visitor turns into an interesting prospect
• Activation
– The point where the customer has the first gratifying experience
Lean AKademy, Mar-Apr, 2014
505. Vanity Metrics (not!)
• Retention
– Repeated use/engagement with your product
• Revenue
– Events that get you paid
• Referral
– Customers refer your product to others
Lean AKademy, Mar-Apr, 2014
506. Identify your Metrics
• How are you going to measure the performance of your product?
• Can we measure some metrics for this phase of product development?
– X interviews
– X problems identified
– X solutions/alternatives identified
Lean AKademy, Mar-Apr, 2014
507. Takeaways & Assignments
• Let’s spend some time to reflect on our work today
• How did our LCs change?
• Do we have a different outlook on our initial hypotheses?
Lean AKademy, Mar-Apr, 2014
507. Takeaways & Assignments
• Refine your canvas some more… Look at the channels & metrics identified
• Prepare new interview forms and reach out to new interviewees!
• Conduct new interviews and prepare your input for the next time…