The Lean Startup (Eric Ries, 2011)

• 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.