The Lean Startup Conference 2019

1. Lean Pivot
K AT E S K A V I S H , H E A D O F S T R AT E G Y, W A V E . V I D E O

2. What is Pivot?
Noun: The central point,
pin or shaft on which
a mechanism turns or oscillates
Verb: turn as if on pivot
When Company ditches
it’s original product
offering and changes
direction.
Image: Shutterstock

3. Expectation vs Reality Check
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4. Expectation vs Reality Check
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5. Expectation vs Reality Check
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6. A little History
2004
HTML5 born
Adoption
2011 2014
Steve Jobs
declares, Flash
dead, neckbeards
everywhere
rejoice
Most web
video
services
switch to
HTML5
Over 1 billion
HTML5 devices
Image: Shutterstock

7. 2012 Animatron’s Assumptions
We could build Flash like product in a browser
All Flash users will migrate to another application as a group
Those who will try our product, will become our life-long paying customers
Our customers will do marketing for us

9. Grow curve you dream of

10. Grow curve everyone says you should expect

11. Grow curve your actually get

12. Grow curve your actually get

13. Here is what we got

15. Zoom in Zoom out
Customer
need
Business
architecture
Value
capture
Channel
pivot
Technology
pivot
Platform
pivot
Catalog of pivots
Customer
segment

16. Dec 2015: pivot #1
Customer Use Pivot

17. From HTML5 Animation to Video Explainer maker
Dec 2015: pivot #1
Customer Use Pivot

18. Dec 2015: pivot #1
Customer Use Pivot

19. What I wish we knew

20. Example: WorldStream
Oct 2016: pivot #2
Zoom-In
Image: Shutterstock

21. Zoom-In pivot need signs
Example: WorldStream
You have many clients are not quite happy
Happy clients mostly use 1-2-3 features
Churn is high
One area of your product fit well with an Industry trends

22. From Video Explainer maker to Video maker
Oct 2016: pivot #2
Zoom-In

24. Oct 2016: pivot #2
Zoom-In

26. June 2014
MVP
19 month
Dec 2015 Oct16
9 month
March 17
5 month
5 month
Aug 17 Dec18–Feb 19
Tested
Hypotheses
Enjoyed grow
Oct 2016: pivot #2
Zoom-In

27. Churn

28. SaaS growth curves
“Cake” “Viral Cake”
“Quicksand” “Viral Quicksand”
HighRetention
High
NPS /
WoM

29. Pivot #3
Business model pivot
Example: Dropbox
From
Pay to use
subscription
to Freemium

30. Number of users

31. Number of users

32. Number of users

33. 300 600
2460
4300
Time
Number of users
8K
9,5K

34. Pivot #5
Channel pivot
From
Paying ads +
Organic
to Third party
Integrations
Paying ads +
Organic

35. Pivot #7
Value capture pivot
Example: WorldStream
Pay to play
Subscription Freemium

36. Business architecture pivot
Example: HubSpot
Image: Shutterstock

37. Value capture pivot
Example: Pinterest
Image: Shutterstock

38. Channel pivot
Example: Canva
Image: Shutterstock

39. Technology pivot
Example: Android
Image: Shutterstock

40. Platform pivot
Examples: Salesforce, Pinterest
Image: Shutterstock

41. Zoom-Out pivot
Example: Amazon
Image: Google Maps

42. A Catalog of pivots