22 November Start-ups forum. Market Validation. All right reserved

Transcription

1 22 November 2016 Start-ups forum Market Validation All right reserved

2 64,2 % of Kickstarter projects are not successfully funded (since 2009) 46 % on KissKissBankBank (since 2010) 35 % on Ulule (since 2012)

3 «Life is too short to keep building something nobody (or not enough people) want» Ash Maurya

4 To win in established markets, the modern marketing model is Product Price Place Promotion

5 To open new markets with disruptive products/services You must adopt a new lean approach

6 Lean Startup Ideas Learn Build Data Product Measure Source: Eric Ries

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8 Market Validation = Validated Learning Understand Problem Define Solution Validate Qualitatively Verify Quantitatively Problem / Solution Fit Product / Market Fit Source: Ash Maurya

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10 In early stage, prefer qualitative learning over quantitative tests CONVERSATIONS OBSERVATIONS Understand why Rich Communication Open to explore and discover No group thinking bias «Don t ask what the customers want, measure what they do»

11 Let s try it! 5 minutes Form a pair Think about a challenge for settling down in Luxembourg Decompose it into 3 concrete problems

12 Talk to a potential customer Change peer (find someone else on customer side) 1. Welcome 2. Learn about your interviewee 3. Tell a story (set the problem context) 4. Rank the 3 problems 5. For each problem, explore existing alternatives 6. Close 12 minutes

13 Problem Interviews We want to learn about Customer segment Problem Existing alternatives

14 Source: Ash Maurya

15 Solution Interviews We want to learn about Early adopters Solution demo Pricing fit Source: Ash Maurya

16 DESIGN SPRINT in a week Source:

17 MVP Interviews We want to learn about Unique Value Proposition Enough customers (channels) Revenue streams (pricing)

18 Refine your MVP Continue the conversation with beta users until launch

19 Agile Product Development Iterative & Incremental 1. Partial Rollout, usability interviews 2. Full Rollout, usage metrics

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21 Measuring Growth AARRR

22 Sample Techniques and Tools Testing the problem Customer interviews Landing page AdWords Testing the solution Explainer video Mockups Interviews Sell it before your build it Crowdfunding Testing the market Wizard or Oz Concierge

23 Product/Market Fit the Sean Ellis Test How would you feel if you could no longer use [product]? 1. Very disappointed 2. Somewhat disappointed 3. Not disappointed (it isn t really that useful) 4. N/A I no longer use [product] If over 40% of users respond to the survey saying they'd be "Very disappointed" to stop using your product, there's a great chance your solution has found Product/Market Fit.

24 Market Validation Continuously identify and test your riskiest assumptions

25 Contacts Sylvain CHERY Director ; Follow us on: Corporate Web Site : Blog: Facebook Page : Twitter Account: Slideshare: LinkedIn:

26 25-27 November 2016 Technoport Esch Belval More info and registration: