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© 2014 ConceptSpring
Elaine Chen
September 2014
Lean Startup – Hardware Edition
2
“Minimum Viable Product”
“Build-Measure-Learn”
“Product-market fit”
“Pivot”
“Value versus waste”
“Get out of the building!”
MEASURE
BUILDLEARN
ProductData
Ideas
“Minimum Viable Product”
“The MVP is that version of the product that
enables a full turn of the Build-Measure-Learn
loop ...
MVP Example 1
Quotable quote:
“You don’t need code to test an MVP.”
– Ash Maurya, serial entrepreneur, author of “Running ...
Days, not weeks or months.
Charge from Day 1.
You don’t need a lot of users to learn.
Just a few good customers.
Position ...
MVP Example 2
Specs at launch (June 29, 2007):
• Samsung 32 bit ARM processor
- underclocked to 412 MHz
• 128 MB Memory
• 320 x 480 pixe...
Specs at launch (June 29, 2007):
• Samsung 32 bit ARM processor
- underclocked to 412 MHz
• 128 MB Memory
• 320 x 480 pixe...
Specs at launch (June 29, 2007):
• Samsung 32 bit ARM processor
- underclocked to 412 MHz
• 128 MB Memory
• 320 x 480 pixe...
Excel at core use cases – the rest can wait
2007 2008 2009 2010 2011 2012
iOS 1.2b1
iOS2.2
iOS3.0
iOS 2.0
iOS4.0
iOS2.2.1
iOS2.1
iOS3.1
iOS3.2
iOS4.1
iOS4.2
iOS4.3
iO...
6.1M iPhone original
318M+ iphones sold by Q1 2013
The first product release is just the
beginning
Minimum Viable Product
“Minimum”
“If you aren’t embarrassed by your
first product, you have launched too
late.”
Chris Dixon, Founder Collective, ...
“Viable”
Emails sent
Click through
Signed up for trial
Began using product
Converted to paid
subscriber
Free Beta 30 day trial to p...
A Software “Product” can be a PDF
Alas! Hardware is different
Prototype
Product
Prototype
Product
Prototype
Product
Speed bump #1: Regulatory Compliance
Speed bump #2: Tooling
Despite advances in RP, quality and
cost still nonviable for mass production
Photo source: Makerbot.com
Low volume manufacturing solutions
are emerging – things will improve
Speed bump #3: Durability requirements
No such thing as a low-fidelity
hardware MVP
“Do it right, or do it over”
MEASURE
BUILDLEARN
ProductData
Ideas
Primary market research is your friend
What to test before tooling
MEASURE
BUILDLEARN
ProductData
Ideas
What to test after tooling, but
before first customer ship
Gratis
or paid
Beta
MEASURE
BUILDLEARN
ProductData
Ideas
What to test after first
customer ship
MEASURE
BUILDLEARN
ProductData
Ideas
Biz
model
Fried, Jason; Heinemeier Hansson, David (2010-03-
02). Rework (p. 70). Crown Business. Kindle Edition.
Minimum Viable Product
Image credit: http://aht.seriouseats.com/
What if the product is undercooked?
Image credit: http://www.cuisineonline.pk
Find early evangelists
Image credit: http://idaconcpts.com
Don’t make overreaching claims
Do a concierge MVP
2007 2008 2009 2010 2011 2012
iOS 1.2b1
iOS2.2
iOS3.0
iOS 2.0
iOS4.0
iOS2.2.1
iOS2.1
iOS3.1
iOS3.2
iOS4.1
iOS4.2
iOS4.3
iO...
Viability is in the eye of the beholder
Lean Startup - Reprise
• Minimize waste: build-measure-learn
• Get out of the building for maximum learning
• Build the sm...
@chenelaine blog.conceptspring.com
Thank you
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
Lean Startup, Hardware Edition
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Lean Startup, Hardware Edition

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Everybody knows all about lean startup, MVP, customer development and product/market fit (or at least, we hope everybody does). The key tenets make total sense: MVP as the smallest possible thing you can build to complete a build-measure-learn cycle; the need for speed; charge from day one if you can and so on. A software startup can easily go through two or three build-measure-learn cycle in a couple of months.

But what if your startup is creating a hardware product, where it takes 6 months or more to manufacture the smallest possible thing you can test with?

In this talk we will explore creative ways to apply key tenets of lean startup and customer development to hardware startups (ranging from consumer electronics to industrial products), where each product development and manufacturing cycle can run 6 months or longer. With minor tweaks, the same principles that help build great software startups quickly can be used to avoid capital expenditure mistakes in hardware startups. Join the conversation.

Publicada em: Negócios, Tecnologia
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Lean Startup, Hardware Edition

  1. 1. © 2014 ConceptSpring Elaine Chen September 2014 Lean Startup – Hardware Edition
  2. 2. 2
  3. 3. “Minimum Viable Product” “Build-Measure-Learn” “Product-market fit” “Pivot” “Value versus waste”
  4. 4. “Get out of the building!”
  5. 5. MEASURE BUILDLEARN ProductData Ideas
  6. 6. “Minimum Viable Product” “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. - Ries, Eric (2011-09-13). The Lean Startup (p. 77), Random House, Inc.. Kindle Edition.
  7. 7. MVP Example 1 Quotable quote: “You don’t need code to test an MVP.” – Ash Maurya, serial entrepreneur, author of “Running Lean”
  8. 8. Days, not weeks or months. Charge from Day 1. You don’t need a lot of users to learn. Just a few good customers. Position your MVP as the prize. Do a concierge MVP if it makes sense.
  9. 9. MVP Example 2
  10. 10. Specs at launch (June 29, 2007): • Samsung 32 bit ARM processor - underclocked to 412 MHz • 128 MB Memory • 320 x 480 pixels • Up to 8GB storage • Multitouch screen • 3 axis accelerometer • Proximity sensor • Ambient light sensor • WiFi • EDGE (2.5g) • 2MP camera (SE had 3.2MP) • 5h talk browsing time • No cut and paste • No MMS • No third party apps • No exchange support • No real push email • Exclusive to AT&T Just for laughs
  11. 11. Specs at launch (June 29, 2007): • Samsung 32 bit ARM processor - underclocked to 412 MHz • 128 MB Memory • 320 x 480 pixels • Up to 8GB storage • Multitouch screen • 3 axis accelerometer • Proximity sensor • Ambient light sensor • WiFi • EDGE (2.5g) • 2MP camera • 5h talk browsing time • No cut and paste • No MMS • No third party apps • No exchange support • No real push email • Exclusive to AT&T Arguably defeatured…
  12. 12. Specs at launch (June 29, 2007): • Samsung 32 bit ARM processor - underclocked to 412 MHz • 128 MB Memory • 320 x 480 pixels • Up to 8GB storage • Multitouch screen • 3 axis accelerometer • Proximity sensor • Ambient light sensor • WiFi • EDGE (2.5g) • 2MP camera (SE had 3.2MP) • 5h talk browsing time • No cut and paste • No MMS • No third party apps • No exchange support • No real push email • Exclusive to AT&T ...but totally nails the vision…
  13. 13. Excel at core use cases – the rest can wait
  14. 14. 2007 2008 2009 2010 2011 2012 iOS 1.2b1 iOS2.2 iOS3.0 iOS 2.0 iOS4.0 iOS2.2.1 iOS2.1 iOS3.1 iOS3.2 iOS4.1 iOS4.2 iOS4.3 iOS5.0 iOS5.1 iOS6 Realize the full product vision over time
  15. 15. 6.1M iPhone original 318M+ iphones sold by Q1 2013 The first product release is just the beginning
  16. 16. Minimum Viable Product
  17. 17. “Minimum” “If you aren’t embarrassed by your first product, you have launched too late.” Chris Dixon, Founder Collective, Hunch “Don’t wait until you are proud of your product.” Ajay Kulkarni and Andy Cheung, Sensobi “Quality over quantity.” Andy Smith – DailyBurn
  18. 18. “Viable”
  19. 19. Emails sent Click through Signed up for trial Began using product Converted to paid subscriber Free Beta 30 day trial to paid subscription A cautionary tale
  20. 20. A Software “Product” can be a PDF
  21. 21. Alas! Hardware is different
  22. 22. Prototype
  23. 23. Product
  24. 24. Prototype
  25. 25. Product
  26. 26. Prototype
  27. 27. Product
  28. 28. Speed bump #1: Regulatory Compliance
  29. 29. Speed bump #2: Tooling
  30. 30. Despite advances in RP, quality and cost still nonviable for mass production Photo source: Makerbot.com
  31. 31. Low volume manufacturing solutions are emerging – things will improve
  32. 32. Speed bump #3: Durability requirements
  33. 33. No such thing as a low-fidelity hardware MVP
  34. 34. “Do it right, or do it over”
  35. 35. MEASURE BUILDLEARN ProductData Ideas
  36. 36. Primary market research is your friend
  37. 37. What to test before tooling
  38. 38. MEASURE BUILDLEARN ProductData Ideas
  39. 39. What to test after tooling, but before first customer ship
  40. 40. Gratis or paid Beta MEASURE BUILDLEARN ProductData Ideas
  41. 41. What to test after first customer ship
  42. 42. MEASURE BUILDLEARN ProductData Ideas Biz model
  43. 43. Fried, Jason; Heinemeier Hansson, David (2010-03- 02). Rework (p. 70). Crown Business. Kindle Edition.
  44. 44. Minimum Viable Product
  45. 45. Image credit: http://aht.seriouseats.com/ What if the product is undercooked?
  46. 46. Image credit: http://www.cuisineonline.pk Find early evangelists
  47. 47. Image credit: http://idaconcpts.com Don’t make overreaching claims
  48. 48. Do a concierge MVP
  49. 49. 2007 2008 2009 2010 2011 2012 iOS 1.2b1 iOS2.2 iOS3.0 iOS 2.0 iOS4.0 iOS2.2.1 iOS2.1 iOS3.1 iOS3.2 iOS4.1 iOS4.2 iOS4.3 iOS5.0 iOS5.1 iOS6 Refresh the product with sw updates
  50. 50. Viability is in the eye of the beholder
  51. 51. Lean Startup - Reprise • Minimize waste: build-measure-learn • Get out of the building for maximum learning • Build the smallest possible thing (concepts, prototypes) and start testing the product • Ship the smallest possible thing (MVP) and start testing the market • Pivot on new learnings • Don’t scale until product/market fit • Quality is the key difference (don’t flub it!)
  52. 52. @chenelaine blog.conceptspring.com Thank you

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