1.
Andraž Logar
Ericsson Nokia Siemens Outfit7 Publicis Renault Google
Signtrace AMX Mindshapes (Playfish) CME StayToday
@3fs

2.
@3fs
3fs
www.3fs.si / @3fs
Ericsson Nokia Siemens Outfit7 Publicis Renault Google
Signtrace AMX Mindshapes (Playfish) CME StayToday

3.
Where I come from
- Slovenia
- 4 spin outs
- 500s and YC investors
- interested in top people (dev, design, product owners)
@3fs

4.
Slovenia vs Iran
@3fs
- 2 m population
- 20,273 km2
- 101/km2
- $23,702 nom. GDP
- 3m tourists/year
- 77 m population (38x)
- 1,648,195 km2 km2 (80x)
- 48/km2 (0.5x)
- $5,193 nom. GDP (0.2x)
- 2m tourists/year (0.6x)

5.
@3fs
3fs
Toshl
(500s)
Toonia
Game Studio
Service RnD
Ericsson
Nokia Keyboarder
Povio
(YC)

6.
Igrajmo.se
- hobby product
- technology and design exercise
- success around user numbers
- complete revenue fail
!
@3fs

7.
Stripgenerator
- hobby product
- technology and design exercise
- success around user numbers
- almost revenue fail
@3fs

8.
Lifestore - Plugger
- service for Ericsson
- built telco style
- expensive exercise to find what users want
- we were extremely lucky that is succeeded
@3fs

9.
Toshl
- hobby product
- technology, design and usability exercise
- success, due to Lean and MVP approach
@3fs

10.
Groove Racer
- hobby product
- technology, design and revenue exercise
- complete revenue fail
- until! We launched it on mobile and very lean
!
@3fs

11.
Toonia
- hobby product
- technology, design, brand exercise
- to follow Toshl’s path
- very lean
!
@3fs

12.
Building a product
- is crazy expensive
- is crazy difficult
- has high failure rate
!
- YOLO!
@3fs

13.
What is Lean stuff?
- maximization of learning per time unit
- Eric Ries - mastermind
- Steve Blank - another mastermind
- Ash Maurya - realist
@3fs

14.
3 chunks of product dev
- problem worth solving?
- MVP
- scaling, finding cookie cutter
@3fs

15.
Problem
- pre-production phase
- more important than solution
- define it, understand it
- validate it
@3fs

16.
MVP
- production phase
- should solve problem
- should not be crap, should be more than good enough
- validate it
@3fs

17.
Scale
- post production phase
- going back to problem solving
- perfect time for fund raising (if needed)
- validate always
- cookie cutter
@3fs

18.
Fineprint of building...
- the really important stuff
@3fs

19.
Canvas magic
- constantly update it
- simplify it (Lean canvas is simple enough)
- seriously, write it down on a whiteboard
@3fs
Problem
Solution
Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Burn rate Revenue

20.
What is UVP?
- always target early adopters
@3fs
Problem
Solution
Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Burn rate Revenue

21.
Unfair advantage?
- something that cannot be copied over night
- usually people or knowhow
@3fs
Problem
Solution
Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Burn rate Revenue

22.
Channels/Marketing?
- push vs pull
- free vs paid
- direct vs automated
!
@3fs
Problem
Solution
Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Burn rate Revenue

23.
Pricing?
- pricing is black magic science
- pricing defines your product more than you think
- revenue models (pricing plans, up front, in-app...)
!
@3fs
Problem
Solution
Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Burn rate Revenue

24.
What about freemium?
- lean approach is about learning first
- freemium delays learning
- low conversion, long validation, wrong metric
- free users are not free
- but!!!!
!
@3fs
Problem
Solution
Unique Value
Proposition
Unfair
Advantage
Customer
Segments
Key Metrics Channels
Burn rate Revenue

25.
Go out. And interview
- do it constantly (all phases)
- talk to opinion makers, clients, Joe
- write down their remarks!!!
- do not stop until you get bored to death
@3fs

26.
Learn
- Lean = Learn
- maximize learning by bold decisions, not optimization
- learn by measure (clear measure goals)
- learn by talk
@3fs

27.
Ultimate pipeline
- look at the ugly looking bubbles above
@3fs
Articulate
problem
Interview with
problem
Learn
and adjust
Build demo
(as cheaply as
possiblle)
Interview with
demo
Learn and
adjust
Build and
deploy MVP
Interview with
MVP
Start
measuring
(quantitatively)
Learn and
adjust
Build 2.0
Cookie
cutter

28.
Outside money is...
- plan A?
- plan Z?
- you want to learn
- investor wants to grow
- investors force you to refocus, they slow you down...
!
@3fs

29.
What is bootstrap?
- not self funding!
- funding with customer revenues
!
- bootstrap rules
@3fs

30.
Note to yourself
- lean is about learning
- lean is about higher chance of success
!
- lean cannot be followed directly
!
!
@3fs

31.
Stripgenerator room
@3fs

32.
@3fs
Gaming room

33.
@3fs
Ericsson room

34.
@3fs
Toonia room

35.
@3fs
Toshl room

36.
@3fs
Toshl room 2.0

37.
@3fs