intro to lean startup
DESCRIPTION
Folien zu meinem Vortrag zum Thema Lean Startup auf dem ibo Trendforum Produktmanagement - Vom Geistesblitz zur Innovationsroutine, Wie Sie Ihr Produktmanagement professionalisieren - am 24. Juni 2014, BerlinTRANSCRIPT
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Experimente am Kunden
Experimente am Kunden
Lean Startup
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Business Analyst Product Owner
Software Developer
Test Manager Scrum Master
Project Manager Agile EnthusiastB2B
B2C
Technical Communication XML
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http://bit.ly/1aZatzc
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FAIL
FAIL
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http://web.archive.org/web/20010623021515/http://www.letsbuyit.com/
FAIL
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Produktentwicklung ist riskant
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http://bit.ly/Hb8wXh
Few mention the millions of “epiphanies”
people have had that ended in
years of failure.(Scott Berkun, The Myths of
Innovation)
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Vorsprung ist nicht von Dauer.
Die Marktdynamik steigt.Technologie senkt Eintrittsbarrieren.
Mehr Wettbewerb durch Globalisierung und Vernetzung
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Kunden werden anspruchsvoller.Und sind weniger treu.
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Keine Zeit für Abenteuer
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Fragen wir
die Kunden!?
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If I had asked people what they wanted they would have said a faster
horse (Henry Ford)
http://bit.ly/1ljCHKt
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Radikale Verbesserung erfordert Abstand vom Gewohnten
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Was sollen wir tun?
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Lean Start Up
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Lean Production
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Avoid waste.Learn continuously.
Improve everything.
Origin: Toyota Production System
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Lean StartupEric Ries, 2008
By Margot Duane 2012 [CC-BY-SA-2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons
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customer feedback during
product development
ensures that the producer
does not invest time
designing features or
services that consumers do
not want.
http://en.wikipedia.org/wiki/Lean_startup
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http://bit.ly/1bLuTg7
Feedback ≠
Was willst Du haben?
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Validated
Learning
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Validated Learning
★ Develop Hypothesis
★ Create Minimum Viable Product
★ Test hypothesis
★ Assess result
★ Repeat!
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Validated Learning
★Develop Hypothesis
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http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A
Hypothese: eine
Aussage, deren
Gültigkeit man für
möglich hält, die aber
nicht bewiesen oder
verifiziert ist.
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Lean Canvas
© Business Model Generation, Alexander Osterwalder et al, 2010
Cost Structure Revenue Streams
Key Partners Key Activities Value Proposition Customer Relationships
Customer Segments
Key Resources Channels
efficiency value
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Empathy Map
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Validated Learning
★Create Minimum
Viable Product
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➔Prototypes
➔Landing Pages
➔Human Computer
➔Crowd Founding
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Validated Learning
★Test Hypothesis
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Experiment aufsetzen
Kennzahlen messen
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http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A
An actionable
metric is one that
ties specific and
repeatable
actions to
observed results.
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A/B Test
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http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A
Variation einer
Eigenschaft unter
sonst gleichen
Bedingungen
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Validated Learning
★Assess Result
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Wie ist die Ausbeute?
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http://bit.ly/H9GDPb, http://bit.ly/1gKSL3A
Bestätigt das
Experiment
die
Hypothese?
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Validated Learning
★Repeat!
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There is no such
thing as a failed
experiment, only
experiments with
unexpected
outcomes.
(R. Buckminster Fuller)
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Entscheidend
★ Produkt eignet sich für Experimente
★ Kunden sind bereit zu Versuchen
★ Fähigkeit zu schnellen Iterationen
★ Fähigkeit, Reaktion zu messen
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Rahmenbedingungen
★ Vielfältige und fachübergreifende
Teams
★ Iteratives Vorgehen
★ Positives Umfeld für Kreativität
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Und B2B?
★ Andere Dimensionen
★ Technische Hindernisse
★ Direkte Einbeziehung der Kunden
★ Messung schwierig
★ Qualitatives Vorgehen
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Lean B2B: Build Products Businesses Want
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Agile Software Development: Unterstützung der iterativen Produktentwicklung durch schnelle, geplante Produktanpassung
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@PRubarth
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http://bit.ly/1b2XPzi