march 2014 experiments for recruit
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Experiments Workshop for RecruitTRANSCRIPT
Learn-Measure-Build Craft Useful Experiments By Running Backwards
Jason Fraser & Janice FraserFebruary 2014
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
TWEET!
#LeanStartup
@clevergirl@luxrco
© 2013 LUXr Incorporated, www.luxr.co
June & Pete’s Wedding Cake
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http://saptstrength.com/
Pete June
© 2013 LUXr Incorporated, www.luxr.co
April
http://saptstrength.com/
May
June
July
August
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sedonaweddingcakes.com
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freebestpictures.blogspot.com
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thekitchn.com
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Zoe Clark, The Cake Parlour
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sedonaweddingcakes.com
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
LEAN Star tup
© LUXR.CO APRIL 2013
LEAN Star tup
© LUXR.CO APRIL 2013
Build measure
learn!
© LUXR.CO APRIL 2013
© LUXR.CO 2013
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
© LUXR.CO APRIL 2013
An approach for building companies that are creating new products and services in situations of extreme uncertainty.
The approach advocates creating small products that test the entrepreneurʼs assumptions, and using customer feedback to evolve the product, thereby reducing waste.
Lean Startup is...
© LUXR.CO APRIL 2013
1. List your assumptions.2. Understand your customers.3. Experiment efficiently.4. Adjust direction based on evidence.
© LUXR.CO APRIL 2013
1. List your assumptions.2. Understand your customers.3. Experiment efficiently.4. Adjust direction based on evidence.
© LUXR.CO APRIL 2013
Go backward to go forward.
Learn
Measure
Build
© LUXR.CO 2013
Plot the difference
THINK
release
MAKErelease
MAKErelease
MAKE
RISK
= U
NVAL
IDAT
ED E
FFOR
T
TIME
© LUXR.CO 2013
Lots of little wigglesRI
SK =
UNV
ALID
ATED
EFF
ORT
TIME
© LUXR.CO 2013
RISK
= U
NVAL
IDAT
ED E
FFOR
T
TIME
Each wiggle is a learning cycle.
MAKE
releaseBUILD
LEARN
BUILD
MEASURE
LUXR.CO JUNE 2012
There’s a pattern to startup work:
ideation decisionmaking
ideation etc.
LUXR.CO JUNE 2012
In foolproof experiments, the
results should be self-evident.
LUXR.CO JUNE 2012
1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
2. Understand the possible answers.3. Brainstorm “what you could do to prove it”.4. Choose the most broadly differentiated set of
indicators.5. Run the experiment. 6. Write down the results...on a sheet of paper. 7. Project the results into your future.
7 steps to foolproof experiments
LUXR.CO JUNE 2012
The Workshop
LUXR.CO JUNE 2012
Product
What is the product weʼre working on?
Today’s Challenge
LUXR.CO JUNE 2012
A Real Product
What is the product weʼre working on?Weʼre going to make a Business Canvas.
Today’s Challenge
LUXR.CO JUNE 2012
ENGINE OF GROWTH
VALUE STREAM & MARKET STAKEHOLDERS DISTRIBUTION
COSTREVENUE
PROBLEM
CUSTOMER SOLUTION
VALUE PROP
1-Viral
2-Sticky
3-Paid
1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
LUXR.CO JUNE 2012
{Activity}
Identify assumptions10 assumptions, 1 per sticky
LUXR.CO JUNE 2012
{Activity}
Divide into 2 pilesWill kill the company in the next 6 months
if weʼre wrong
Everything else
LUXR.CO JUNE 2012
{Activity}
Review & de-dupe
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{Activity}
Stack rank the urgents
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{Activity}
Pick the top one
LUXR.CO JUNE 2012
✓ Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
2. Understand the possible answers.
Your Top RiskPeople don’t
like my product.
Possible Answers
Don’t like it.
Do like it.
“Meh.”
LUXR.CO JUNE 2012
✓ Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
✓ Understand the possible answers.3. Brainstorm “what you could do to prove it”.
7 steps to foolproof experiments
LUXR.CO JUNE 2012
Experiment Framework
For Example:
We believe people like [customer type] have a need for(or problem doing) [need/action/behavior].
The smallest thing we can do to prove that need is [experiment].
We will know we have succeeded when [quantitative/measurable outcome] or [qualitative/observable outcome].
Every experiment has three parts:
1. Hypothesis that is provable/disprovable
2. The experiment itself; the thing you build
3. An indicator of result
LUXR.CO JUNE 2012
{Activity}
Design an experiment to learn if this is true.
we believe that ________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
__________________________
Briefly describe it.
State how you will know if the hypothesis is valid or invalid. This can be quantitative evidence or qualitative.
How much time/money/effort will it take?
LUXR.CO JUNE 2012
{Activity}
Discuss, then pick the experiment to run.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 days.
Decide
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 weeks.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 months.
✔
LUXR.CO JUNE 2012
✓ Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
✓ Understand the possible answers.
✓ Brainstorm “what you could do to prove it”.4. Choose the most broadly differentiated set of
indicators.
7 steps to foolproof experiments
TODAY: Choose an experiment you
can do from this room. Not a survey.
LUXR.CO JUNE 2012
Experiments that were designed
assumption experiment measurable/observable outcome
busy people need a service to help them getmenial stuff done
fb ad, neighborhood targeting presents an offer, landing page. Phone number or tweet. No out
of pocket cost.
10% ctr on ad, 10% ctr on landing page. 2 days
busy people need a service to help them getmenial stuff done
find busy people (in offices). Set up a “shop”. Sit in their reception and see if we can get jobs. Prevail upon friend
who runs 300-person company
5% of employees will make a hire. 1 repeat booking
2 wks
busy people need a service to help them getmenial stuff done
ad in 10 different offices, diff types of companies 2 weeks.
LUXR.CO JUNE 2012
Yusuke Tell your MVP Story!
LUXR.CO JUNE 2012
1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
2. Understand the possible answers.3. Brainstorm “what you could do to prove it”.4. Choose the most broadly differentiated set of
indicators.5. Run the experiment. 6. Write down the results...on a sheet of paper. 7. Project the results into your future.
7 steps to foolproof experiments
LUXR.CO JUNE 2012
What did you learn?
Top 5 things
{Debrief}
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Design the next experiment:
2 days, 2 weeks, 2 months
{Next Steps}
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What’s the right size for the experiment?
{Choose}
LUXR.CO JUNE 2012
Techniques Checklist• Brainstorm quietly• Use Sticky Notes for ideas• Self-Edit• Go to the wall for team sharing• Stack-ranking• Roman Voting• Right-Sizing the work
LUXR.CO JUNE 2012
FISHBOWL