Frederik Vannieuwenhuyse

The question today isn’t:

"Can we build this?”

but, "Should we build this?"

@vfrederik

1. Examples of failure 2. Building the right product:

Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?

Outline

@vfrederikOutline

1. Examples of failure 2. Building the right product:

Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?

@vfrederikExample (1/3)

@vfrederikExample (2/3)

Iridium (satellite phones) 1987 - 1998

https://steveblank.com/2010/11/01/no-business-plan-survives-first-contact-with-a-customer-–-the-5-2-billion-dollar-mistake/

@vfrederikExample (3/3)

http://www.recode.net/2016/3/4/11586696/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network

http://memeburn.com/2016/10/meerkat-houseparty-app/

Meerkat mid 2015 - sept 2016

93 of the Biggest, Costliest Startup Failures of All Time

https://www.cbinsights.com/blog/biggest-startup-failures/

@vfrederikThe BOOTSTART Manifesto

https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216

@vfrederikThe BOOTSTART Manifesto

https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216

@vfrederikThe BOOTSTART Manifesto

https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216

@vfrederikThe BOOTSTART Manifesto

https://blog.leanstack.com/the-bootstart-manifesto-65b41da6216

@vfrederik

http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/

Top reasons startups fail

@vfrederik

http://fortune.com/2014/09/25/why-startups-fail-according-to-their-founders/

Top reasons startups fail

No Market Need 42%

@vfrederik

“Get to your customers as fast as possible & learn from them to build your product.”

“We built the website first and asked our customers about it later.”

- Robin Chase, Co-Founder of Zipcar

http://www.businessinsider.com/startup-failures-learning-2013-9

@vfrederik

1. Examples of failure 2. Building the right product:

Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?

Outline

@vfrederikScrum: The Product Owner

@vfrederikScrum: The Product Owner

@vfrederikScrum: Building the right product

“Value can be measured with velocity.”

- Anonymous

@vfrederikScrum: Building the right product

“Value can be measured with velocity.”

WRONG!- Anonymous

@vfrederik

1. Examples of failure 2. Building the right product:

Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?

Outline

@vfrederik1. Entrepreneurs are everywhere

@vfrederik2. Entrepreneurship is management

@vfrederik3. Validated learning

@vfrederik4. Innovation accounting

@vfrederik5. Build - Measure - Learn

Build

MeasureLearn

@vfrederikPlan - Do - Check - Act

Plan

Do

Check

Act

@vfrederikPlan - Do - Check - Act

http://docs.ilean.be/Sessions/20141127_XPDays2014/20141127_XPDays2014_MultiLevelFeedbackCycles.pdf

@vfrederik

“We must learn what customers really want, not what they say they want or what we think they should want.”

- Eric Ries, The Lean Startup

Learn from your customer

https://i.ytimg.com/vi/a-J_SwmMJyo/maxresdefault.jpg

Steve Blank

@vfrederik

Hypothesis-Driven Thinking

@vfrederikConsider everything as a hypothesis

requirement

noun re·quire·ment \-ˈkwī(-ə)r-mənt\

:  something required:a :  something wanted or needed b :  something essential to the existence or occurrence of something else

@vfrederikConsider everything as a hypothesis

requirement

noun re·quire·ment \-ˈkwī(-ə)r-mənt\

:  something required:a :  something wanted or needed b :  something essential to the existence or occurrence of something else

@vfrederikConsider everything as a hypothesis

assumption

noun as·sump·tion \ə-ˈsəm(p)-shən\

a :  an assuming that something is trueb :  a fact or statement (as a proposition, axiom, postulate, or notion) taken for granted

@vfrederikConsider everything as a hypothesis

assumption

noun as·sump·tion \ə-ˈsəm(p)-shən\

a :  an assuming that something is trueb :  a fact or statement (as a proposition, axiom, postulate, or notion) taken for granted

@vfrederikConsider everything as a hypothesis

hypothesis

noun hy·poth·e·sis \hī-ˈpä-thə-səs\

: an idea or theory that is not proven but that leads to further study or discussion

@vfrederikConsider everything as a hypothesis

hypothesis

noun hy·poth·e·sis \hī-ˈpä-thə-səs\

: an idea or theory that is not proven but that leads to further study or discussion

RIGHT

WRONG

@vfrederik

We believe that [FEATURE]

for [PERSONAS]

will achieve [OUTCOME]

validated by [MEASUREMENTS / FEEDBACK].

Hypothesis statement

@vfrederikExample: problem statement

@vfrederikExample: hypothesis statement

We believe that adding hotel room images on the pricing page

for a potential guest

will achieve more customer conversions

validated by a 10% increase in customers who booking a hotel room

(compared to a previous period).

[OUTCOME]

[FEATURE]

[PERSONA]

[MEASURE]

@vfrederik

“Although we write the feedback loop as Build-Measure-Learn because the activities happen in that order, our planning really works in the reverse order”

(The Lean Startup, pages 77-78)

Build - Measure - Learn

@vfrederikBuild - Measure - Learn

https://steveblank.files.wordpress.com/2015/05/hypotheses-experiment.jpg

@vfrederikTesting the right things

https://medium.com/@toma_dan/5-steps-to-prioritization-that-actually-works-22b700d34b5e#.hnw5kz8ll

uncertainty

@vfrederikTesting the right things

https://medium.com/@toma_dan/5-steps-to-prioritization-that-actually-works-22b700d34b5e#.hnw5kz8ll

uncertainty

@vfrederik

1. Examples of failure 2. Building the right product:

Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?

Outline

@vfrederik

http://www.stefangolling.de/wp-content/uploads/2014/07/BDUF_vs_MVP-1170x716.png

Minimum Viable Product

@vfrederik

“The minimum amount of effort you have to do to complete exactly one turn of the Build-Measure-Learn feedback loop.”

Minimum Viable Product

- Eric Ries, The Lean Startup

@vfrederik

“The lesson of the MVP is that any additional work beyond what was required to start learning is waste, no matter how important it might have seemed at the time.”

Minimum Viable Experiment

- Eric Ries, The Lean Startup

@vfrederikStory map

MVP

Functionalities

Prod

uct i

ncre

men

ts

@vfrederik

Some MVP examples

@vfrederikExample 1/3: Explainer video

https://www.youtube.com/watch?v=xy9nSnalvPc

@vfrederik

53http://image.slidesharecdn.com/jessleefakedoorshustlecon2013-130710180524-phpapp01/95/fake-doors-how-to-test-product-ideas-quickly-hustlecon-2013-16-638.jpg?cb=1373479714

Example 2/3: Fake door

@vfrederik

54https://ioneglobalgrind.files.wordpress.com/2014/02/mcspaghetti.jpg

Example 2/3: Fake door

@vfrederikExample 3/3: Mechanical Turk

https://upload.wikimedia.org/wikipedia/commons/2/27/Kempelen_chess1.jpg

@vfrederikExample 3/3: Mechanical Turk

http://scalemybusiness.com/wp-content/uploads/2013/04/zappos.jpg

@vfrederik

1. Examples of failure 2. Building the right product:

Who’s responsible? 3. Lean startup thinking 4. Tool: Minimum Viable Product 5. How to facilitate?

Outline

@vfrederikThink - Make - Check

@vfrederik

@vfrederik

https://n0lcqtmqb8-flywheel.netdna-ssl.com/wp-content/uploads/2016/01/Surveys.jpg

Collect user feedback

@vfrederikValidation loop

@vfrederikBacklog with hypothesis statements

@vfrederikExperiment Kanban

Backlog Build Measure Learn 212

Metrics

Experiments

Hypotheses

Validated learning

@vfrederik

Request

5

Assumptions

3

Hypothesis

2

Ready to-do

4

Backlog

5

Ready to-try

3

Build

2

Measure

2

Learn

2

Experiment Kanban

@vfrederik

Request

5

Concept/Assumptions

3

Analyse/hypothesis

2

Backlog

5

Ready to-do

3

Elaborate

2

Develop

2

Validate

2

Ready to-try

3

Build

2

Measure

2

Learn

2

Experiment Kanban

http://www.discovery-kanban.com @okaloa

User storyHypothesis

@vfrederikExperiment Kanban

Hypothesis

Requests

Assumptions

“Backlog”

@vfrederikExperiment Kanban

Validated learning

“Backlog”

Development flow

Experiment flow

User story

Experiment

@vfrederik

Team vision and discipline over

individuals and interactions (or processes and tools) Validated learning over

working software (or comprehensive documentation) Customer discovery over

customer collaboration (or contract negotiation) Initiating change over

responding to change (or following a plan)

Evolution of the Agile Manifesto

http://jchyip.blogspot.de/2010/06/kent-becks-evolution-of-agile-manifesto.html

@vfrederik

Learn from your customer

Consider everything a hypothesis

Tool: Minimum Viable Product

Tool: Experiment kanban

Recap

@vfrederikConsider everything as a hypothesis

“Understanding is emergent.

We don’t start out knowing the solution.”

- Jim Benson

@vfrederikResources (1/2)

• Books • Boo Hoo: A Dot.com Story from Concept to

Catastrophe • The Lean Startup, Eric Ries • Running Lean, Ash Maurya • Lean UX, Jeff Gothelf • The Mom Test, Rob Fitzpatrick

@vfrederikResources (2/2)• Standish Group 2015 Chaos Report • Why startups fail, according to their founders • 93 of the Biggest, Costliest Startup Failures of All Time • The 13 Biggest Failures From Famous Entrepreneurs And What They've Learned From Them • Product Owners Maximizing Value • The BOOTSTART Manifesto • Multi-level feedback cycles in Scrum • Why Build, Measure, Learn – isn’t just throwing things against the wall to see if they work –

the Minimal Viable Product • 5-Steps to Prioritization That Actually Works • 7 New Ways to Test Your Minimum Viable Product • 15 ways to test your minimum viable product • Lean UX blog posts • Not all kanban is alike • Keep Calm and Test the Hypothesis. 2 Minutes to See Why

Frederik Vannieuwenhuyse

Let’s connect!