Lean Startup Zürich - 19 Januar 2015 The "Minimum viable Product" (MVP) is one of the core concepts of the Lean Startup Methodology. Tonight, Adrian will shortly summarize the essence of the MVP concept and then present several MVP examples from different industries.

1. Adrian von Orelli
Zürich, January 2015
Different faces of MVPs
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2. Topics addressed in this talk
• Why you need an MVP
• What it is (definition)
• Pretotype
• MVP
• Examples
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3. Why you need an MVP
Don’t sell the products
you can build
Build the products you
can sell
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4. Lean Innovation Framework
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5. Everything is an experiment
Internal debates do not generate facts, but smart experiments do.
Persuade by selling your opinion eloquently
Design effective experiments that generate facts
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6. What do you want to learn first?
How to build your product?
or
If customers will buy your product?
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7. Minimal Viable Product
The MVP is that version of a new product
which allows a team to collect the
maximum amount of validated learning
about customers with the least effort.
(Eric Ries)
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8. Don’t be afraid …
Don’t be afraid to be
“embarrassed” when
customers see your product
for the first time, you will
be embarrassed anyway. Eric Ries
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9. Where does an MVP start?
4) Early version with minimal feature set that can
be sold to early adopters. Sales channel can be
crowd founding (e.g. Pebble).
1) Proposal: a document describing the solution
3) Fake demo of any kind
2) Smoke Test: Landing Page to test interest
MVPPretotype
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10. Alberto
Savoia
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11. Minimal Viable Product
An MVP is NOT a crappy version of the
final product.
The challenge is to achieve “minimal” and
“viable”.
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12. Minimal Viable Product
An MVP is NOT a crappy version of the
final product.
The challenge is to achieve “minimal” and
“viable”.
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13. Pretotype Example (Hardware)
https://www.youtube.com/watch?v=M66ZU2PCIcM
How IDEO worked
in 1999
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14. Types of Pretotypes
Smoke test: Landing Page + Adwords
Mechanical Turk
Fake Door
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In Person Interview / Proposal
Explainer Video
Pinocchio (Mockup)

15. Purpose of Pretotypes
Be able to test a product
hypothesis with minimal resources
Accelerate learning
Reduce wasted engineering hours
source: Wikipedia
Get the product to early
customers as soon as possible
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16. Pretotype Example (Pinocchio)
Simulate living
room ambience
effect of flat
Screen TV
(compared to
CRT)
Around 2002
From Tom Kelly „the ten faces of innovation“
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17. Pretotype Example (Explainer Video)
https://www.youtube.com/watch?v=7QmCUDHpNzE
Test vision of
cloud service
offering -
Dropbox
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18. Pretotype Example (Pinocchio)
Simulate mobile
app
Pawel
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19. Famous Landing Pages (Smoke Test)
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20. Landing Pages (Smoke Test)
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22. Types of MVPs
Wizard of Oz:
Zappos
Concierge model:
Food on the table
Crowd funding:
Pebble
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23. MVP: Food on the table (Concierge)
• Signed up first customer by describing benefits of
service plus subscription fee
• Provided recipe service personally (concierge MVP)
• Learned customer needs in detail and automated later
what worked
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24. MVP: Groupon (Wizard of Oz)
• Skinned Wordpress blog and posted daily
• Used filemaker to create PDF coupons and emailed
• Effectively validated the demand for such service
without developing a seamless system
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25. MVP Examples
The first GoPro
cameras used 35mm film
and were strapped to a
person’s wrist and only
captured pictures of the
ride.
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26. MVP Examples (Concierge)
http://steveblank.com/2013/07/22/an-mvp-is-not-a-cheaper-product-its-about-smart-learning/
Test business model for Drone based agricultural
imaging service
MVP: Rent camera and plane
instead of building a drone
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27. Crowdfunding
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28. Crowdfunding
Test traction early
Get early customer feedback
Marketing channel
Sales channel
Finance development and first batch of
production
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29. MVP Examples (Clever Demo)
Demo of multi
location
synchronized
touch screen
scrum board by
video
conference.
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30. Things to note
Progress is not getting it’s work done,
its about learning and understanding
if you are effective
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31. MVP Example (Explainer Video)
https://www.youtube.com/watch?v=oWu9TFJjHaM
Thalmic Lab’s Myo
device was able to
attract 10,000
pre-orders or $1,5
million in sales in
the first 48 hours
with this video.
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