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step‐by‐step #leanstartup
Eric
Ries
(@ericries)
h?p://StartupLessonsLearned.blogspot.com
Agenda
• What
is
a
startup?
• Why
do
startups
fail?
• IntroducJon
to
the
Lean
Startup
• Product
Development
in
a
Lean
Startup
• Specific
techniques
– ConJnuous
Deployment
– Rapid
Split‐tesJng
– Five
Why’s
What
is
a
startup?
• A
startup
is
a
human
ins)tu)on
designed
to
deliver
a
new
product
or
service
under
condiJons
of
extreme
uncertainty.
• Nothing
to
do
with
size
of
company,
sector
of
the
economy,
or
industry
Why
do
startups
fail?
• Rarely
fail
because
the
product
doesn’t
work
• Usually
fail
because
there
are
no
customers
• Quality
of
the
iniJal
idea
is
not
correlated
with
success
• Startups
that
succeed
are
those
that
manage
to
iterate
enough
Jmes
before
they
run
out
of
resources
• Time
between
these
iteraJons
is
fundamental
The
Lean
Startup
• Anything
we
can
do
to
shrink
the
Jme
between
major
iteraJons
will
increase
the
likelihood
of
success.
• Speed
is
the
startup
compeJJve
advantage.
Lean
Startups
Go
Faster
• Commodity
technology
stack,
highly
leveraged
(free/open
source,
user‐generated
content,
SEM).
• Customer
development
–
find
out
what
customers
want
before
you
build
it.
• Agile
so]ware
development
–
but
tuned
to
the
startup
condiJon.
Commodity
technology
stack
• Leverage
=
for
each
ounce
of
effort
you
invest
in
your
product,
you
take
advantage
of
the
efforts
of
thousands
or
millions
of
others.
• It’s
easy
to
see
how
high‐leverage
technology
is
driving
costs
down.
• More
important
is
its
impact
on
speed.
• Time
to
bring
a
new
product
to
market
is
falling
rapidly.
Customer
Development
ConJnuous
cycle
of
customer
interacJon
Rapid
hypothesis
tesJng
about
market,
pricing,
customers,
…
Extreme
low
cost,
low
burn,
Jght
focus
Measurable
gates
for
h?p://bit.ly/tpTtE
investors
A
tale
of
two
startups,
revisited
• Mirrors
the
changes
in
development
methodologies
over
the
past
few
years.
• Let’s
look
at
those
changes
schemaJcally.
• These
examples
are
drawn
from
so]ware
startups,
but
increasingly:
– All
products
require
so]ware
– All
companies
are
operaJng
in
a
startup‐like
environment
TradiJonal
Product
Development
Unit
of
progress:
Advance
to
Next
Stage
Waterfall
Requirements
Design
Implementa2on
Verifica2on
Maintenance
“Product Owner” or
in-house customer
IDEAS
LEARN BUILD
DATA CODE
MEASURE
How
to
build
a
Lean
Startup
• Let’s
talk
about
some
specifics.
These
are
not
everything
you
need,
but
they
will
get
you
started
• ConJnuous
deployment
• Split‐test
(A/B)
experimentaJon
• Five
why’s
ConJnuous
Deployment
IDEAS
Learn
Faster
Code
Faster
Five
Whys
Root
LEARN
BUILD
ConJnuous
Cause
Analysis
Deployment
DATA CODE
Measure
Faster
MEASURE
Rapid
Split
Tests
Continuous Deployment
• Deploy new software quickly
• At IMVU time from check-in to production = 20 minutes
• Incremental deploy
o Monitor cluster and business metrics in real-time
o Reject changes that move metrics out-of-bounds
When
customers
see
a
failure:
o Fix the problem for customers
o Improve your defenses at each level
Rapid
Split
Tests
IDEAS
Learn
Faster
Code
Faster
Five
Whys
Root
LEARN
BUILD
ConJnuous
Cause
Analysis
Deployment
DATA CODE
Measure
Faster
MEASURE
Rapid
Split
Tests
Split‐tesJng
all
the
Jme
• A/B
tesJng
is
key
to
validaJng
your
hypotheses
• Has
to
be
simple
enough
for
everyone
to
use
and
understand
it
• Make
creaJng
a
split‐test
no
more
than
one
line
of
code:
if(
setup_experiment(...)
==
"control"
)
{
//
do
it
the
old
way
}
else
{
//
do
it
the
new
way
}
The
AAA’s
of
Metrics
• AcJonable
• Accessible
• Auditable
Measure
the
Macro
• Always
look
at
cohort‐based
metrics
over
Jme
• Split‐test
the
small,
measure
the
large
Control
Group
(A)
Experiment
(B)
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Registered
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Five
Whys
IDEAS
Learn
Faster
Code
Faster
Five
Whys
Root
LEARN
BUILD
ConJnuous
Cause
Analysis
Deployment
DATA CODE
Measure
Faster
MEASURE
Rapid
Split
Tests
Five
Whys
Root
Cause
Analysis
• A
technique
for
conJnuous
improvement
of
company
process.
• Ask
“why”
five
Jmes
when
something
unexpected
happens.
• Make
propor)onal
investments
in
prevenJon
at
all
five
levels
of
the
hierarchy.
• Behind
every
supposed
technical
problem
is
usually
a
human
problem.
Fix
the
cause,
not
just
the
symptom.
There’s
much
more…
IDEAS
Learn
Faster
Code
Faster
Split
Tests
LEARN
BUILD
Unit
Tests
Customer
Interviews
Usability
Tests
Customer
Development
ConJnuous
IntegraJon
Five
Whys
Root
Cause
Analysis
Incremental
Deployment
Customer
Advisory
Board
Free
&
Open‐Source
Components
Falsifiable
Hypotheses
Cloud
CompuJng
Product
Owner
Accountability
Cluster
Immune
System
Customer
Archetypes
DATA
CODE
Just‐in‐Jme
Scalability
Cross‐funcJonal
Teams
Refactoring
Semi‐autonomous
Teams
Developer
Sandbox
Smoke
Tests
Measure
Faster
MEASURE
Split
Tests
Funnel
Analysis
Clear
Product
Owner
Cohort
Analysis
ConJnuous
Deployment
Net
Promoter
Score
Usability
Tests
Search
Engine
MarkeJng
Real‐Jme
Monitoring
Real‐Time
AlerJng
Customer
Liaison
PredicJve
Monitoring
The
Lean
Startup
• You
are
ready
to
do
this,
whether
you
are:
– Thinking
of
starJng
a
new
company,
but
haven’t
taken
the
first
step
– Are
in
a
startup
now
that
could
iterate
faster
– Want
to
create
the
condiJons
for
lean
innovaJon
inside
a
big
company
• Get
started,
now,
today.
Thanks!
• Startup
Lessons
Learned
Blog
– h?p://startuplessonslearned.blogspot.com/
• The
Lean
Startup
Workshop
– An
all‐day
event
for
a
select
audience
– May
29
and
June
18,
2009
in
San
Francisco
– h?p://training.oreilly.com/theleanstartup/
• Other
upcoming
events
– h?p://bit.ly/b9w1y