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LEAN STARTUP MACHINE Boston, June 15-17, 2012 Emily Holmes | @uxemily

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What I learned from the Lean Startup Machine weekend in Boston, June 15-17 2012.

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Page 1: Lean startup machine

LEAN STARTUP MACHINEBoston, June 15-17, 2012

Emily Holmes | @uxemily

Page 2: Lean startup machine

Round 1Problem Hypothesis

Julie likes science but doesn’t know what career she wants.

Solution Hypothesis

A website where Julie can connect to scientists + receive mail from them.

Riskiest Assumption

Julie cares about planning her career.

FRIDAY NIGHTEmily Holmes | @uxemily

Page 3: Lean startup machine

Round 1: tests

Landing page

FRIDAY NIGHTEmily Holmes | @uxemily

Page 4: Lean startup machine

Round 1: testsGet out of the building

In person:• Museum of Science• Galleria Mall

Online:• Teen message boards

SATURDAY MORNINGEmily Holmes | @uxemily

Page 5: Lean startup machine

Round 1: results• The few teens we spoke to in person said they

don’t worry much about their careers.• There are teens who are planning careers, but it

would be hard to reach them during the weekend.• It might be easier to shift our focus to parents.

SATURDAY MORNING

Julie cares about planning her career.

Emily Holmes | @uxemily

Page 6: Lean startup machine

Round 1: what we learned• It was really fast to set up a landing page.

• Within 20 minutes we brainstormed many possible options for reaching more teenagers. However, we would have needed more time to pursue them adequately.

• It helps to have a girl on the team. It’s less creepy for parents when approaching them.

SATURDAY MORNINGEmily Holmes | @uxemily

Page 7: Lean startup machine

Round 2Problem Hypothesis

Ben wants to spark his kids’ interest in science.

Solution Hypothesis

A website where Ben can connect Julie to scientists to receive mail from them.

Riskiest Assumption

Ben will pay for this service.

SATURDAY AFTERNOONEmily Holmes | @uxemily

Page 8: Lean startup machine

Round 2: testsGet out of the building

In person:• Museum of science

Online:• Parent message boards• Craigslist• Google AdWords• Twitter

SATURDAY AFTERNOONEmily Holmes | @uxemily

Page 9: Lean startup machine

Round 2: tests

Landing page

SATURDAY EVENINGEmily Holmes | @uxemily

Page 10: Lean startup machine

Round 2: results• People didn’t get it right away.

• For the purposes of this weekend, we should switch to a concept that dazzles people.

SUNDAY MORNING

Ben will pay for this service.

Emily Holmes | @uxemily

Page 11: Lean startup machine

Round 2: what we learned• Parents definitely want to encourage their kids’ interest

in science.

• People generally liked the idea but would want more information before signing up. For example, what would be in the box?

• The concept wasn’t immediately clear to strangers.

• The Lean Startup Machine mentors pushed us hard to sell a fake idea to people as if it was totally real. We weren’t comfortable taking money or lying.

SUNDAY MORNINGEmily Holmes | @uxemily

Page 12: Lean startup machine

Round 3Problem Hypothesis

Ben wants to spark his kids’ interest in science.

Solution Hypothesis

Learning adventures! Educational adventure trips led by local science experts.

Riskiest Assumption

Ben wants to sign up.

SUNDAY MORNINGEmily Holmes | @uxemily

Page 13: Lean startup machine

Round 3: testsGet out of the building

In person:• At a local park

Online:• n/a

SUNDAY MORNINGEmily Holmes | @uxemily

Page 14: Lean startup machine

Round 3: tests

Meetup + EventBrite

SUNDAY MORNINGEmily Holmes | @uxemily

Page 15: Lean startup machine

Round 3: results• 6 / 7 people we talked to were willing to sign up on the spot.

• People immediately understood the idea. It required no deep explanation.

SUNDAY AFTERNOON

Ben wants to sign up.

Emily Holmes | @uxemily

Page 16: Lean startup machine

Round 3: what we learned• Switching to a simple, clear idea helped us pitch the concept faster to people.

• Our team was more comfortable collecting email addresses than money.

• We came in second place!

SUNDAY AFTERNOONEmily Holmes | @uxemily

Page 17: Lean startup machine

ProcessExperiments 1 2 3

Customer Julie, a kid who likes science

Ben, Julie’s dad Ben, Julie’s dad

Riskiest Assumption

Julie cares about planning her career

Ben will pay to receive packages in the mail for Julie.

Ben will pay for Julie to attend science-related learning experiences.

Result Low interest(5/15 thinking about careers)

0 / 20 signups

6 / 7 signups

Learned Low enthusiasm. Teens aren’t primary purchasers.

Parents want to engage kids, but package idea is just okay.

Valid solution hypothesis. Validated riskiest assumption. Solved a real problem.

Decision Customer segment pivot

Customer need

pivot

Concierge test

Emily Holmes | @uxemily

Page 18: Lean startup machine

The good, the bad and the ugly

Good• We got a huge amount done in 48 hours.

• It helps to avoid getting attached to one idea.

• It was useful to focus on making sure we’re solving a real user problem.

Bad• Promoting our idea to friends on Twitter is uncomfortable and I think it removes the objectivity from an

experiment.

• The success criteria were totally arbitrary, but some people believed they were a “scientific” way of testing.

Ugly• I didn’t like being pushed to tell friends and family (or strangers) about a fake idea as though it was real.

If I’d been working on a real business, that would not have been a problem.

• This methodology emphasizes a quick buck over a meaningful purpose. Okay for a weekend workshop, but I believe purpose matters. Startup L. Jackson said it well:

Emily Holmes | @uxemily