Presentation to the Lean Startup BA Meetup: April 2012. An introduction to the Lean Startup Pivot. Case study: Instagram. Introduction to different types of pivots described in Eric Ries' Lean Startup book.

1. The Lean Startup Meetup
The Successful Pivot!
April 23rd, 2012

2. Agradecimientos

3. Ing. Ernesto Tagwerker
✤ Co-Founder @ Ombu Shop, Tu Tienda Online
✤ Lean Entrepreneur / Lead Developer
✤ Startup #2: Previously co-founded Aycron

4. The Lean Startup Meetup
✤ Monthly Meetup*
✤ Participative Meetings
✤ Focused on Learning from Experiences
✤ Not Just for Networking
✤ Feedback Roundtable

5. What is the Lean Startup?
✤ It’s a Methodology
✤ Focused on Learning
✤ It’s not Cheap
✤ It’s a Rigorous Process
✤ (Mostly) About products

6. The Lean Startup Process

7. 4 Steps to the Epiphany

8. The Customer Development
Process

9. The Pivot

10. The Pivot Definition
✤ A structured course correction designed to test a
new fundamental hypothesis about the product,
strategy, and engine of growth.

11. The Lean Canvas

12. When to Pivot
✤ No Magic Formula
✤ Crossing the Chasm
✤ Pivot or Persevere Meetings

13. Zoom-in Pivot
✤ Focus on Single Feature

14. Zoom-out Pivot
✤ Product is not enough

15. Customer Segment Pivot
✤ Customer target repositioning

16. Customer Need Pivot
✤ UVP not enough

17. Platform Pivot
✤ Application turned into Platform

18. Business Architecture Pivot
✤ High margin, low volume
✤ High volume, low margin

19. Value Capture Pivot
✤ Change to the value capture

20. Engine of Growth Pivot
✤ Viral
✤ Sticky
✤ Paid growth

21. Channel Pivot
✤ Sales/Distribution Channel

22. Technology Pivot
✤ Similar Solution, Different
Technology

23. Case Study: Instagram
✤ A check-in app (e.g.
Foursquare, Gowalla)
✤ Little engagement
✤ Photo sharing used actively

24. Instagram: The Pivot
✤ Zoom-in: Making Photos
Beautiful (Filters)
✤ Share Them on Multiple
Networks
(Viral Growth)
✤ Making Uploads Fast
(User Experience)

25. Instagram: The Exit
✤ 40 Million Users
✤ Sold to Facebook at
U$S 1 Billion

26. The Pivot: Conclusion
✤ Major Change
✤ Major Decision
✤ Measure Results

27. References
✤ http://www.forbes.com/sites/martinzwilling/2011/09/16/top-10-way
✤ http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-n
✤ Ries, Eric (2011-09-13). The Lean Startup: How Today's Entrepreneurs Us
✤ http://blog.spark59.com/2012/instagram-case-study/

28. Thank you!
✤ Questions?
✤ Discussion
✤ Feedback Roundtable
(if time permits)