innovation accounting by ash maurya
Post on 14-Sep-2014
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Breakthrough ideas evolve from seemingly small and often unintended discoveries.
IDEAS
PRODUCTDATA
MEASURE
BUILDLEARN
The Lean Startup
But crafting effective experiments is hard.
START
CEILING OF ACHIEVEMENT
START
1
1. Disappointment !
CEILING OF ACHIEVEMENT
START
1
2
1. Disappointment !2. Resignation
CEILING OF ACHIEVEMENT
START
1
2
1. Disappointment !2. Resignation
3
3. Pivot !
A pivot not grounded in learning is a disguised “see what sticks” strategy.
CEILING OF ACHIEVEMENT
START
1
2
1. Disappointment !2. Resignation
3
3. Pivot !4. The cycle repeats
4
Demystify the art from the science.
CEILING OF ACHIEVEMENT
START
Part 3
Part 2
Part 1 Your Business Model as a System
AGENDA
The Art of the Scientist
Putting it to Practice
About Me
Life’s too short to build something nobody wants.
“If you can’t describe what you are doing as a process, you don’t know what you are doing.” !
- Edward Deming
Epiphany 1:
Your business model is the product.
Document your Plan A
Document your Plan AIdentify the riskiest parts
of your plan
Systematically test your plan
Identify the riskiest parts of your plan
Document your Plan A
Systematically test your plan
Identify the riskiest parts of your plan
Document your Plan A
Systematically test your plan
Identify the riskiest parts of your plan
Document your Plan A
Easy to understand, hard to put to practice.
Epiphany 2:
Everyone is in the manufacturing business.
The Customer Factory
Happy customers get you paid and doing this repeatedly and efficiently is the goal of every business.
The Customer Factory
So what?
Lean Thinking: !Continuous improvement through elimination of waste in the customer value stream.
“Organizations live or die as systems not as processes.” !
- Goldratt, The Goal
Theory of Constraints: !Every business is a system of interconnected processes with a single constraint.
Lean tells you what and how to improve. TOC tells you where to improve.
Right Action, Right Time: !At any given point, there are only a few key actions that matter. !
Focus on those and ignore the rest.
The most important thing scientists do.
(Hint: It’s not running experiments)
First and foremost, scientists build models.
First and foremost, scientists build models. They then run experiments to validate those models.
Entrepreneurs need models too.
Entrepreneurs need models too. (This idea isn’t without resistance)
Objection 1:
Business planning is a waste of time.
Business Model versus Business Plan
A document investors make you write that they don’t read
Problem !Top 3 problems
Solution ! Top 3 features
Unique Value Proposition !Single, clear, compelling message that states why you are different and worth paying attention
Unfair Advantage !Can’t be easily copied or bought
Customer Segments !Target customers
Key Metrics !Key activities you measure
Channels !Path to customers
Cost Structure !Customer Acquisition Costs Distribution Costs Hosting People, etc.
Revenue Streams !Revenue Model Life Time Value Revenue Gross Margin
Lean Canvas is adapted from The Business Model Canvas (http://www.businessmodelgeneration.com) and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
PRODUCT MARKET
Objection 2:
Customer behavior is too complex to model.
“...these irrational behaviors are neither random nor senseless - they are systematic and predictable.” !
- Dan Ariely, Predictably Irrational
2%
2%
Groundhog Day Effect
Objection 3:
Every business is different.
“Happy families are all alike; every unhappy family is unhappy in its own way.” !
- Tolstoy, Anna Karenina
The Goal:
Sustainably deliver and capture customer value.
Part 3
Part 2
Part 1 Your Business Model as a System
AGENDA
The Art of the Scientist
Putting it to Practice
Happy customers get you paid and doing this repeatedly and efficiently is the goal of every business.
Entrepreneurs build systems to manufacture happy customers.
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Unaware visitor
Passionate Happy Customer
The Happy Customer Manufacturing Process
Acquisition
Acquisition
Activation
Acquisition
Activation
Revenue
Acquisition
Activation
Revenue
Retention
Acquisition
Activation
Revenue
Referral
Retention
Macro versus Micro
Startups don’t starve, they drown. !
-Shawn Carolan, Menlo Ventures
Macro versus Micro
Critical for learning
Financial accounting Innovation Accounting
Macro versus Micro
Good for troubleshooting
Applying systems thinking
3 Stages of a Product
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
3 Stages of a Product
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Do I have a problem worth solving?
!!
!!
! ! !
! !
!
!!
Solution !!
! ! !
! !
!
Problem !
Solution ! ! !
! !
!
?
Problem !!
Solution Unique Value Proposition !
! !
! !
!
The Promise
?
Problem !!
Solution !
Unique Value Proposition !
! Customer Segments !
! !
!Identity
The Promise
?
Problem !!
Solution Unique Value Proposition !
! Customer Segments !
! !
! Revenue Streams
Identity
Currency
The Promise
?
Problem !!
Solution Unique Value Proposition !
! Customer Segments !
! !
! Revenue Streams
Identity
Currency
The Promise
?
THE OFFER
UVP
UVPDEMO
UVP
PRICING
DEMO
THE OFFER THE MVP
An MVP is the smallest solution that delivers customer value.
An MVP is the delivers customer value
(BONUS: And captures customer value.)
3 Stages of a Product
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Have I built something people want?
Deliver value before growth.
Acquisition
Activation
Revenue
Referral
Retention
Value Metrics
Acquisition
Activation
Revenue
Referral
Retention
Value Metrics
Acquisition
Activation
Revenue
Referral
Retention
Value Metrics
3 Stages of a Product
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
How do I accelerate growth?
Identify your primary engine of growth.
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
PAID
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
STICKY
PAID
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
VIRAL
STICKY
PAID
How do you measure success at each stage?
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Problem/Solution Fit Questions
1. How many interviews?
2. How should I score them?
3. When do I stop?
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Product/Market Fit Questions
1. What is Product/Market Fit?
2. How do I measure it?
3. When do I transition to scaling?
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Scaling Questions
1. What is the best growth strategy?
2. What key metrics do we optimize?
3. When are we done?
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
01 Each stage is a system. Repeatability is key.
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
02 Each stage is a smaller scale version of the next stage.
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
03 Each stage has a clearly defined success metric.
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Putting it to practice (Lean Stack)
“The mistake other people make is that they simply copy our tools and process and expect similar results.” !
- Jeffrey Liker, The Toyota Way
What is Lean Stack?
1. Lean Canvas 2. Lean Dashboard 3. Experiment Reports
What is Lean Stack?
1. Lean Canvas 2. Lean Dashboard 3. Experiment Reports
WHY
What is Lean Stack?
1. Lean Canvas 2. Lean Dashboard 3. Experiment Reports
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when? HOW
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
EXPECTEDOUTCOMES
ACTUALOUTCOMES
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
EXPECTEDOUTCOMES
ACTUALOUTCOMES
What is Lean Stack?
1. Lean Canvas 2. Lean Dashboard 3. Experiment Reports
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.[VALIDATED or INVALIDATED]
What’s the next experiment?!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.[VALIDATED or INVALIDATED]
What’s the next experiment?!
WHAT
Access Code: LEANSTARTUP
EXERCISE 1 MODEL YOUR BUSINESS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
Milestones
If you don’t know where you are going, any road will get you there. !
- Lewis Carroll, Alice in Wonderland
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
Blog
Teaser Page
Iterated
Time
How I Wrote My Book
USERCYCLE CASE-STUDY
PROBLEM !
! ! ! CUSTOMER SEGMENTS !
KEY METRICS !
!
! REVENUE STREAMS !
1. Hard to measure real progress.!2. Drown in a sea of numbers.!3. Metrics can’t tell you why.
EXISTING ALTERNATIVES
EARLY ADOPTERS
SaaS products !with > 20 sign-ups/day1. Homegrown!
2. Analytics & CRM software
Software Companies
$200/mo with 2 yr lifetime!~ $5000 LTV
$10M revenue / year
USERcycle: Not More Numbers, But Actionable Metrics
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS??
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Each stage is a smaller scale version of the next stage.
Hockey-stick curve
Hockey-stick curve
Product/Market Fit
Scale
Problem/Solution Fit
Hockey-stick curve
Product/Market Fit
Scale
Problem/Solution Fit
10x
Systematically test your plan
Identify the riskiest parts of your plan
Document your Plan A
Systematically test your plan
Identify the riskiest parts of your plan
Document your Plan A
10X Product Launch
100
1,000
10,000
High-touch, Market Risk, Qualitative
Self-serve, Technical Risk, Quantiative
10
100
1,000
CUSTOMERSPROSPECTS / USERS
Stage 1
Stage 2
Stage 3
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS?
Problem/Solution Fit as a System
Problem/Solution Fit Questions
1. How many interviews?
2. How should I score them?
3. When do I stop?
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Expert advice
1. Don’t lead prospects.
2. Listen to customers.
3. Avoid cognitive biases.
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Focus on the macro
THE OFFER
UVP
PRICING
DEMO
UVP
PRICING
DEMO
PROBLEMCUSTOMER SEGMENT
Research versus Interviews
Hypotheses validationHypotheses generation
THE MAFIA OFFER
CASE-STUDY
You are done when you can create “ready” customers at a 80% production rate.
The Goal:
80%
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
THE SMOKE TEST OFFER
CASE-STUDY
You are done when you can demonstrate “sufficient” interest-based market demand.
The Goal:
>X customers
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
2,000 LEADS
THE PRE-ORDER OFFER
CASE-STUDY
You are done when you can raise “sufficient” funds from customers .
The Goal:
> $X
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
X BACKERS
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?Right Action, Right Time
!Identify your next significant key objective: !
!Identify your next significant key objective: !- Less than 3 months
!Identify your next significant key objective: !- Less than 3 months - Customer based
!Identify your next significant key objective: !- Less than 3 months - Customer based - Measurable
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Time
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Time
X weeks Y months Z years
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Time
X weeks Y months Z years
3 month objective
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Time
X weeks Y months Z years
3 month objective
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Time
X weeks Y months Z years
3 month objective
3 Stages of a Startup
PROBLEM/SOLUTIONFIT
PRODUCT/MARKETFIT
SCALE
Stage 1 Stage 2 Stage 3
Time
X weeks Y months Z years
3 month objective
Blog
Teaser Page
Iterated
Time
How I Wrote My Book
Product Case-studies
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
20 CUSTOMERS @ 80% Close Rate
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
20 CUSTOMERS @ 80% Close Rate
20 PROBLEM
INTERVIEWS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
20 CUSTOMERS @ 80% Close Rate
20 PROBLEM
INTERVIEWS
40 SOLUTION
INTERVIEWS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
20 CUSTOMERS @ 80% Close Rate
20 PROBLEM
INTERVIEWS
40 SOLUTION
INTERVIEWS
MARKETING WEBSITE
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
20 CUSTOMERS @ $200/mo
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
20 CUSTOMERS @ 80% Close Rate
20 PROBLEM
INTERVIEWS
40 SOLUTION
INTERVIEWS
MARKETING WEBSITE
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
2,000 LEADS
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
2,000 LEADS @ 50% Conversion
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
2,000 LEADS
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
2,000 LEADS @ 50% Conversion
20 PROBLEM
INTERVIEWS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
2,000 LEADS
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
2,000 LEADS @ 50% Conversion
20 PROBLEM
INTERVIEWS
TEASER PAGE
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
100 Backers @ $200
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
100 Backers @ 20% Conversion
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
100 Backers @ $200
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
100 Backers @ 20% Conversion
20 PROBLEM
INTERVIEWS
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
100 Backers @ $200
1.5 YEARS FROM NOW
200 CUSTOMERS @ $200/mo
3 YEARS FROM NOW
2,000 CUSTOMERS @ $200/mo
8 WEEKS FROM NOW
100 Backers @ 20% Conversion
20 PROBLEM
INTERVIEWS
KICK STARTER
CAMPAIGN
THE MAFIA OFFER THE SMOKE TEST OFFER THE PRE-ORDER OFFER
+ +
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
8 WEEKS FROM NOW
100 CUSTOMERS @ $20
9 MTHS FROM NOW
1,000 CUSTOMERS @ $20
2 YEARS FROM NOW
10,000 CUSTOMERS @ $20
20 PROBLEM
INTERVIEWS
20 SOLUTION
INTERVIEWS
TEASER PAGE
8 WEEKS FROM NOW
100 CUSTOMERS @ $20
PREORDER OPTION
Experiment like a scientist
What is an Experiment?
01 Experiments aren’t standalone but additive.
02 Expected outcomes need to be declared upfront.
“If you simply plan on seeing what happens, you will always succeed at seeing what happens.” !
- Eric Ries, The Lean Startup
Reasonably smart people can rationalize anything but entrepreneurs are especially gifted at this.
!
1. They hate to be proven wrong. !
!
1. They hate to be proven wrong. !
2. They don’t have enough information to make these predictions.
03 Expected outcomes need to be falsifiable.
Too Vague: Being known as an “expert” will drive early adopters !
Too Vague: Being known as an “expert” will drive early adopters !
Specific and Testable: Blog post will drive >100 early sign-ups
Falsifiable Hypothesis
Specific Repeatable Action will drive Expected Measurable Outcome
!!e.g. Blog post will drive >100 early sign-ups
04 Experiments need to be time-boxed.
05 Breakthrough insights are usually hidden within failed experiments.
A pivot not grounded in learning is a disguised “see what sticks” strategy.
“There is no such thing as a failed experiment- only unexpected outcomes. ” !
- Buckminster Fuller
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
Running Experiments
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
SEP 1
80% CLOSE RATE
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.[VALIDATED or INVALIDATED]
What’s the next experiment?!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
B
U
I
L
D
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
!What are you trying to achieve?
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
!Declare your expected outcomes
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
!How will you setup this experiment?
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
!How long will this experiment run?
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
SEP 1
80% CLOSE RATE
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
B
U
I
L
D
M E A S U R E
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
SEP 1
80% CLOSE RATE
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
[VALIDATED or INVALIDATED]
What’s the next experiment?!
B
U
I
L
D
M E A S U R E
L E A R N
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
What’s the next experiment?!
B
U
I
L
D
M E A S U R E
L E A R N
Validated!What is the next experiment to run?
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
What’s the next experiment?!
B
U
I
L
D
M E A S U R E
L E A R N
Invalidated
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
EXPERIMENT REPORT
Background!
Author:Title: Created:
Details!
Falsifiable Hypotheses
Validated Learning
Results
Lean Stack by Spark59.com
Back
Next Action!
Declare your expected outcome. !!Use this format: [Specific Repeatable Action] will [Expected Measurable Outcome]!
How will you setup this experiment?
[DATE][NAME][TITLE]
What are you trying to learn or achieve?! Enter your qualitative/quantitative data.!
Summarize your learning from the experiment.
What’s the next experiment?!
B
U
I
L
D
M E A S U R E
L E A R N
InvalidatedWhy did the experiment fail? - 5 Whys root cause analysis What is the next experiment?
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
Actual Progress
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SEP 1
80% CLOSE RATE
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
JUL 25
EXPERIMENT TITLE
EXPERIMENT TITLE
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SEP 1
80% CLOSE RATE
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
JUL 25
EXPERIMENT TITLE
EXPERIMENT TITLE
100 100%
ACQUISITION
10 10%
ACTIVATION
2 20%
REVENUE
5 50%
REFERRAL
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
SEP 1
80% CLOSE RATE
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
JUL 25
EXPERIMENT TITLE
EXPERIMENT TITLE
100 100%
ACQUISITION
10 10%
ACTIVATION
2 20%
REVENUE
5 50%
REFERRAL
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
OCT 1
$20,000 MRR
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
1,000 100%
ACQUISITION
800 80%
ACTIVATION
400 50%
REVENUE
200 50%
RETENTION
200 25%
REFERRAL
SUCCESS METRICS CURRENT METRICS
PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT SCALE
Lean Dashboard Lean Stack by Spark59.com
How is your customer funnel performing?!Identify your current stage.!List out customer lifecycle (AARRR) metrics.
EXPERIMENTS
KEY OBJECTIVE ACTIVE EXPERIMENTS COMPLETED EXPERIMENTS
BUILD MEASURE LEARN
1 2 3 4
5 6 7 8
EXPERIMENT QUEUE
9 10 11 121 2 3 4
13 14 15 165 6 7 8
How will you determine if this is a problem worth solving?!What is your early validation criteria?!How many customers does that represent?!By when?
How will you determine if you have built something enough people want?!What is your revenue goal?!How many customers does that represent?!By when?
How will scale your business model?!What is your engine of growth?!What is your revenue goal?!How many customers does that represent?!By when?
Determine right action, right time.!What are your riskiest assumptions or leaps of faiths?!What is your next significant goal?!How will you get there?!By when?
OCT 1
$20,000 MRR
3 YEARS FROM NOW
2,000 CUSTOMERS
1.5 YEARS FROM NOW
200 CUSTOMERS
8 WEEKS FROM NOW
20 CUSTOMERS
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
AUG
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
JUL 30
EXPERIMENT TITLE
JUL 27
EXPERIMENT TITLE
AUG
EXPERIMENT TITLE
AUG
EXPERIMENT TITLE
AUG 3
EXPERIMENT TITLE
EXPERIMENT TITLE
EXPERIMENT TITLE
1,000 100%
ACQUISITION
800 80%
ACTIVATION
400 50%
REVENUE
200 50%
RETENTION
200 25%
REFERRAL
Communicate Progress
The Curse of the Specialist
Establish a regular reporting cadence.
Time
Tasks
Daily standup
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Time
Weekly standup
Tasks
Daily standup
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Experiment Report
Progress Report
Progress Report
Experiment Report
Time
Monthly standup
Weekly standup
Tasks
Daily standup
URL: http://PracticeTrumpsTheory.com/workshop-access Password: RL-2013
What You Get: !1. Slides 2. Running Lean Book 3. Customer Factory Book (when published) 4. Tools Access 5. 30-minute chat with Ash Maurya 6. Additional Video Content
Get the Workshop Kit
Ash Maurya | ashmaurya.com | spark59.com |@ashmaurya
Life’s too short to build something nobody wants.
Acquisition
Activation
Revenue
Referral
Retention
Value Metrics
Acquisition
Activation
Revenue
Referral
Retention
Value Metrics
Acquisition
Activation
Revenue
Referral
Retention
Value Metrics
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
PAID
How do you pick just a single engine of growth?
What’s stopping your business from growing 10X? !
-David Skok
One-time product
Baseline metrics
Consider viral engine of growth Yes
Consider paid engine of growthNo
Is Viral?
Recurring product
Baseline Metrics
Consider viral engine of growth Yes
Yes
Consider paid engine of growth
Is Viral?
No
LTV > COCA?
No
Consider sticky engine of growth
Paid ViralSticky
LTV > COCA
High margins
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
STICKY
Paid ViralSticky
Customer Acquisition Rate > Churn Rate
High retention
Acquisition
Activation
Revenue
Referral
Retention
Growth Metrics
VIRAL
Paid ViralSticky
Viral coefficient > 1.0
High repeat referral
High referral rate is not the same as viral.