lean startup

Stefan Roock, Henning Wolf

@it-agile.deTwitter: @StefanRoock, @HenningWolf

Scrum Gathering Barcelona 2012

Sonntag, 30. September 12

mailto:[email protected]


This Session


Lean Startup in a Nutshell


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Velocity rules!

implementation


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implementation


implementation

Customers‘needs


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Velocity doesn‘t matter!


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implementation

Cus

tom

ers‘

need

s


Feat

ures

Technologycertain uncertain

clear

unclear

Focus of Lean Startup

LeanStartup


„Startup“

„A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty.“

Eric RiesSonntag, 30. September 12

Ideas

Build

Code

Measure

Data

Learn

Build Measure Learn Cycle


Ideas

Build

Code

Measure

Data

Learn

Plan BackwardsWhat do I

want to learn?

How can I measure that?

What do I need to build to measure it?


Ideas

Build

Code

Measure

Data

Learn

Experiment!What do I want to

learn?

How can I measure that?

What do I need to build to measure it?

Experiments


MinimumViable

Product


Ideas

Build

Code

Measure

Data

Learn

Ideas

Build

Code

Measure

Data

Learn

Pivot

Persevere


We wanted

to get to know it!


Would you invest your own money for the development of the

product? (via Kent Beck)


Isolation from it-agile (separate office, email autoreply,

etc.)


Check Assumptions


PremiseOnline discussions suck!

Our vision is to build a tool that makes decision making easier online than face-to-face!

Form groups of 3 to 6.Collect assumptions! (5 min.)


Problem/Solution

Product/Market

Scale

LearningExperiment

GrowthExperiment

Lean Startup „Lifecycle“


Problem/Solution

Product/Market

Scale

LearningExperiment

GrowthExperiment


In same groups: What kind of assumptions did you collect?

Find at least one for Problem/Solution! (5 min.)Sonntag, 30. September 12

Optimize: Learnings per unit of time

MVP


Startup March: Continuous Delivery

Discuss2Decide went life at day 3

Discumeter went life at day 5

after that >15 releases per day


MinimumViable

Product

Viable for whom?


„The MVP is that version of the product that enables a full turn

of the Build-Measure-Learn loop with a minimum amount of effort

and the least amount of development time.“

Eric Ries

Viable for us,not necessarily the

customer!


MVP

MVP Examples

Paper Mockup

AdWords Campaign

Concierge MVP

Video

SoftwarePrototype

FeatureFake


Metrics


our hope the reality


usel

ess

met

rics

few users


Problem/Solution

Product/Market

Scale

LearningExperiment: Pivot

GrowthExperiment: Optimization


Build

Learn Measure

Interview

Build

Learn Measure

MVP

Build

Learn Measure

Product

QualityQuantity


Problem/Solution

Product/Market

Scale

LearningExperiment: Pivot

GrowthExperiment: Optimization


Build

Learn Measure

Interview

Build

Learn Measure

MVP

Build

Learn Measure

Product

In same groups: Choose a Problem/Solution assumption.

Whom would you talk to?What would you ask? (5 min.)


Prod

uct

Fide

lity

Coverage (Number of Customers)few many

low

high

Interview

the Product

PaperMockup

PaperSketch

SoftwarePrototype

Ad-Words-Campaign

Concierge MVP

Video

MVPsSize = effort and feedback cycle length

A/B Testing


MVPPaper Mockup

AdWords Campaign

Concierge MVP

Video

SoftwarePrototype

In same groups: Choose a Product/Market assumption and define

a MVP! (10 min.)

...

FeatureFake


Ideas

Build

Code

Measure

Data

Learn

Ideas

Build

Code

Measure

Data

Learn

Pivot

Persevere


Strategy

Vision

Product

Pivot


Pivot Examples

Zoom-in Pivot

Zoom-out Pivot

Customer Segment Pivot

Customer Need Pivot

Platform Pivot

Business Architecture Pivot

Value Capture Pivot

Engine of Growth Pivot

Channel PivotTechnology Pivot


Lean Startup and Scrum?


Shared Product

Ownership


Shared Product

OwnershipNo problem in our case.


SharedScrumMaster

role


SharedScrumMaster

roleThat was a problem!


Sprints? What do you think?

We had 2-day Sprints. We had monthly Sprints and the

Review was the Pivot or Persevere Meeting.

The learnings were the real product increments.

It just wasn‘t Scrum.

Scrum would only be usefull during scaling.


Daily Scrums:four per day


live metrics

usability labs

field observations, interviews

Sprint Reviews

Check assumptions everywhere

...

...


Experiments BoardAssumption Feature MVP Validation

Live since Results

Categories help to structure

discussions

Define and visualize

categories.

Build feature and ignore edge cases and scaling

Ask the users 03/05/12

Categories make posts shorter.

Structure doesn‘t improve.

Users return more often if they are informed about

new posts.

eMail notifications

Send eMails manually

20% more visits for existing

discussions.

03/10/12

...


Take Aways

• Get out of the building • Check assumptions• Build Measure Learn• Optimize: learnings / unit of time• Minimum Viable Product (MVP) • Enterprise within the Enterprise • Quantitative metrics don‘t work with a small user base


Thank you for your participation!Feel free to contact me: [email protected]




lean startup

Business

pivot experiment

ito build towant

new product

day sprints

builddatacode measure

real product increments

denea mvp

henningwolf scrum