The Lean Startup (Eric Ries, 2011)

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  • Vision
    • Value hypothesis: a product or service really delivers value to customers once they are using it.
    • Growth hypothesis: how new customers will discover a product or service.
  • Customer
    1. Do consumers recognize that they have the problem you are trying to solve?
    2. If there was a solution, would they buy it?
    3. Would they buy it from us?
    4. Can we build a solutionfor that problem?
  • Build-measure-learn feedback loop: ideas > build > produce > measure > data > learn.
  • Genchi gembutsu by Toyota: go and see for yourself.
  • 3 A's of metrics: actionable, assessible, auditable.
  • Pivots catalog
    • Zoom-in pivot: from single product to become whole product.
    • Zoom-out pviot: from whole product to single product of a large product.
    • Customer segment pivot: product solves problem for non-intented, non-original customer.
    • Platform pivot: from application to platform and vice versa.
    • Business architecture pivot: switch between high margin low volume or high volume and low margin.
    • Value capture pivot: feature of a product can be added or removed.
    • Engine of growth pivot: change the viral, sticky and paid growth to accelerate growth and profit.
    • Channel pivot: change of channel for greater effectiveness.
    • Technology pivot: change of technology for better price and performance.
  • When error happens stop introducing changes to prevent piling up errors until the root cause is found.
  • Driving customer growth
    1. Word of mouth.
    2. Side effect of product usage.
    3. Funded advertising.
    4. Repeat purchase or use.
  • Engines of growth
    1. Sticky engine of growth: new customer acquisition > churn rate = company will grow.
    2. Viral engine of growth: feedback / viral lopp that can be calculated using viral coefficient.
    3. Paid engine of growth: cost of signing up each customers.

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