This is a fun little presentation given at Turing Festival in Edinburgh at #LeanCamp

1. Kelley Boyd | Think Experience
Learning to Challenge your
Assumptions
@msksboyd

2. Ass - u - m - ptions

3. Learning
• When do you
“learn” something
• How do you learn
it?
• What do you do
with learning?

4. Challenge
“To dispute as being invalid
or outmoded”
•Don’t like to challenge
•Considered kind of an
ass move
•Critical to moving off a
notion

5. Assumptions
• Starting Place
• The “UN”
Assumer
• Super Freaky

6. Imonatelluastory
“ScootScooters”

7. Problem Statement
People can’t get where they
want to go in Manhattan
because there are too many
cars jacking up traffic.

8. Solution
More People should
ride Scooters!

9. Assumptions
People Don’t ride Scooters because they
1. Don’t know where to buy them
2. Don’t feel like they know enough to
shop
3. Don’t know what other stuff they need
to do - ie. licensing - registration etc.

10. Let’s do it!
Customer Development
e.g.Testing Assumptions

11. Whatchaneedtodois
• Figure out who you think your customer is
• A person that wants to ride a scooter
• Figure out where they are
• Craigslist - Dealers - On the street
• Be a GOOB
• Stop thinking you know cause you don’t
know even if you do know you don’t know
you know - Go ask anyway!

12. Thenuneedtolearn
We learned this:
• People know where to buy a scooter just not sure
whether they should - will they actually ride it?
• People that do buy scooters were usually very
active in the “lifestyle”
• People selling scooters consistently had less than
1000 miles on them - interesting!
• Places that rent scooters were not selling the
rentals - just re-renting.

13. Thenuneedtolearn
We learned this:
• Dealerships that sold Scooters had a
stable business - predictable and not large
• They did not really make money off the
scooter - they make money off the stuff
• The farther people lived / worked from a
subway stop the more likely to own a
scooter

14. Sowhatchgonnadonow?
• Online Scooter Store does not work because
they can’t be any cheaper and have a viable
business.
• If you have lifestyle as a main driver - you
aren’t going to deliver that best online -
though you could create a community online
for sure - but you need to feed it somehow
• PIVOT = Make a turn while keeping one foot
firmly planted

15. What it was WAS

16. Yououghttaknow
TERMS
Lean Startup Words

17. Defining “LEAN”
• “Lean” refers to a set of
methodologies that allows you to
net out the stuff that won’t work
before you spend a sh*tload of
time f*ckin with it.

18. “Iterate” vs “Pivot”
• Iterate: Making an adjustment to your
target market or your feature set to
achieve product market fit.
• Pivot: Making a 180 degree turn in
your model because that just ain’t
gonna work.

19. Defining “Startup”
• A startup is an organization
formed to search for a repeatable
and scalable business model.
~Steve Blank

20. Defining “Business Model”
• A business model describes the
rationale of how an organization
creates, delivers, and captures value.
~ Osterwalder
• A business model is the suite of
methodologies the allow an
organization to deliver a service or
product into the market. ~ME

21. Ask me!
Kelley Boyd
@msksboyd