O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
STARTUP 
FAILURE 
IS NOT WHAT 
YOU THINK 
Sergey L. Sundukovskiy, Ph.D.
FAILURE 
“A person 
who never 
made a 
mistake 
never tried 
anything 
new.” 
-Albert Einstein
FAILURE 
“I’ve missed more than 9,000 
shots in my career. I’ve lost 
almost 300 games. 26 times I’ve 
been trusted to tak...
Sergey L. Sundukovskiy 
Co-Founder, CTO & Chief Product Officer 
Companies: PushPoint, Cinsay, LowerMyBills, DIRECTV, 
CBW...
SERIAL 
FAILURE 
The Story of 
One Dissertation
Failure Does Not Mean 
You Are Finished 
WHAT IS 
FAILURE?
You Are Finished 
If You Have NOT Learned 
Anything 
WHAT IS 
FAILURE?
Your Failures Should Be 
“Learn Alots” 
WHAT IS 
FAILURE?
Complete Failure 
Lights Out 
FAILURE 
TYPES
Partial Failure 
Acquihires 
FAILURE 
TYPES
Failure on the 
Way to Success 
Lose the Battles Win the War 
FAILURE 
TYPES
Complete Failure 
Fills Ecosystem with 
Experience 
WHY IS 
FAILURE 
IMPORTANT?
Partial Failure 
Second Lease on Life 
WHY IS 
FAILURE 
IMPORTANT?
Failure of the Way 
to Success 
Completes Success Cycle 
(Failure -> Learning -> 
Success) 
WHY IS 
FAILURE 
IMPORTANT?
What Happens 
When Failure Is 
NOT Accepted 
FAILURE 
DONE WRONG
Japan Recession of the 90’s 
• Companies Would Not Downsize 
• Banks Would Not Foreclose 
• Government Would Bailout Banks...
Failing is 
SO HOT 
right now! 
Why is Failure 
so Common? 
REASONS 
FOR FAILURE
What Does Failure Look Like? 
• No Addressable Problem 
• No Market 
• No Effective Team 
• No Customers 
• No Product 
• ...
Beginning of the 
Startup Journey 
REMARKABLE 
SIMILARITY
End of the 
Startup Journey 
REMARKABLE 
SIMILARITY 
WOAH… 
Deja Vu!
Building a Startup Is 
An Exercise In Unfailure 
BUILDING 
A STARTUP
• Constant Failure 
• Must Have the Right Tools 
• Impossible to Get Lucky and Win 
• All About the Team 
• It Is Even Mor...
Micro-Pivots After 
Many Failures In… 
ROAD TO 
SUCCESS
We’ll hit 
something, 
eventually. 
Unfail Startup 
Founding Team 
ROAD TO 
SUCCESS
Unfail Minimal 
Viable Product 
ROAD TO 
SUCCESS
Unfail Product 
Development 
ROAD TO 
SUCCESS
Unfail Product 
Marketing 
ROAD TO 
SUCCESS
Unfail Customer 
Acquisition 
ROAD TO 
SUCCESS
Unfail Business 
Model 
ROAD TO 
SUCCESS
Wrong Way To Unfail 
(Tail of Two Extremes) 
• Too Many Steps to Get There 
• Hole in One Win Strategy 
• Giving Up Too So...
Diving Lesson 
GIVING UP 
TOO SOON 
KEEP 
GOING!
Right Way To Unfail 
• Have Big Targets To Hit 
• Unfail Most Important Things First 
• Change Strategy at the Right Time ...
Malcolm Gladwell 
Big Targets 
BULLETS 
BEFOR 
E 
CANNONBALLS
Difficult Failure Recovery 
• Team 
• Operational MO aka Process 
• Conflict Resolution 
• Product Focus 
FIRST THINGS 
FI...
Change of Direction 
(Tripwires) 
• High Churn 
• High Acquisition Cost 
• Low Viral Score 
GOLDEN 
RUL 
E
Jim Collins 
Return on Luck 
GET 
LUKY
Do NOT Need to Outrun a 
Shark, Just Your Buddy 
SECOND 
LAST
First Who, Then 
What, Then How 
UNFAIL 
TEAM
Get the Right People 
on the Bus 
UNFAIL 
TEAM
• Complementary Skillset 
• Worked Together Before 
• Similar Work Ethic 
• Similar Commitment Level 
• Similar Conflict R...
CO-FOUNDER 
UNFAIL 
CRITERIA 
(cont.) 
BAD 
NOT GOOD 
GOOD
Rat + Cactus 
IDEAL 
CO-FOUNDER
WHERE TO 
FIND ONE?
Plan For Failures 
UNFAIL 
PRODUCT
UNFAIL 
PRODUCT 
LIFECYCLE • Wireframing 
TESTING 
• Mocking 
• Clickable Prototype 
• Dynamic Prototype 
• MTP 
• MVP 
TE...
Highest Paid Person’s Opinion 
46 
UNFAIL 
HiPPO
“I Find Your Lack of Testing 
Disturbing” 
47 
UNFAIL 
TESTING
HISTORY OF FAILURE 
Testing (Failed) Testing (Failed) Testing (Success) 
Aliens Did NOT Build Pyramids
Unfail Usability Testing 
What vs. Why
Unfail Usability Testing (cont.)
Unfail Usability Testing (cont.) 
Eye Tracking
• Attention 
• Emotion 
• Task Completion Time 
• Hovering 
• Clicks 
• Hotspotting 
• Path 
WHAT 
ARE THEY 
TRYING TO 
UN...
Unfail User Testing 
Rise of the Crowds 
Rise of the Crowds
Mechanical Turk 
Microtasking Crowdsourcing Platform
Usability Study Setup
Usability Study Setup (cont.)
Usability Study Setup (cont.)
Usability Study Setup (cont.)
Usability Study Setup (cont.)
Usability Study Results (cont.)
Usability Study Results (cont.)
Unfail User Feedback 
It Is All About Uncensored Feedback
Unfail User Feedback (cont.)
Unfail User Feedback (cont.)
Usability Testing Tools
A/B Multifactorial Split Testing 
Very Different
A/B Singlevariate Split Testing 
Slightly Different
Multivariate Testing 
That’s a Lot of Combinations
Unfail Experimentation 
Google Website 
Optimizer 
Omniture Test & Target
Unfail Experiment Chaining
Próximos SlideShares
Carregando em…5
×

de

Startup Failure Is Not What You Think (Redux) Slide 1 Startup Failure Is Not What You Think (Redux) Slide 2 Startup Failure Is Not What You Think (Redux) Slide 3 Startup Failure Is Not What You Think (Redux) Slide 4 Startup Failure Is Not What You Think (Redux) Slide 5 Startup Failure Is Not What You Think (Redux) Slide 6 Startup Failure Is Not What You Think (Redux) Slide 7 Startup Failure Is Not What You Think (Redux) Slide 8 Startup Failure Is Not What You Think (Redux) Slide 9 Startup Failure Is Not What You Think (Redux) Slide 10 Startup Failure Is Not What You Think (Redux) Slide 11 Startup Failure Is Not What You Think (Redux) Slide 12 Startup Failure Is Not What You Think (Redux) Slide 13 Startup Failure Is Not What You Think (Redux) Slide 14 Startup Failure Is Not What You Think (Redux) Slide 15 Startup Failure Is Not What You Think (Redux) Slide 16 Startup Failure Is Not What You Think (Redux) Slide 17 Startup Failure Is Not What You Think (Redux) Slide 18 Startup Failure Is Not What You Think (Redux) Slide 19 Startup Failure Is Not What You Think (Redux) Slide 20 Startup Failure Is Not What You Think (Redux) Slide 21 Startup Failure Is Not What You Think (Redux) Slide 22 Startup Failure Is Not What You Think (Redux) Slide 23 Startup Failure Is Not What You Think (Redux) Slide 24 Startup Failure Is Not What You Think (Redux) Slide 25 Startup Failure Is Not What You Think (Redux) Slide 26 Startup Failure Is Not What You Think (Redux) Slide 27 Startup Failure Is Not What You Think (Redux) Slide 28 Startup Failure Is Not What You Think (Redux) Slide 29 Startup Failure Is Not What You Think (Redux) Slide 30 Startup Failure Is Not What You Think (Redux) Slide 31 Startup Failure Is Not What You Think (Redux) Slide 32 Startup Failure Is Not What You Think (Redux) Slide 33 Startup Failure Is Not What You Think (Redux) Slide 34 Startup Failure Is Not What You Think (Redux) Slide 35 Startup Failure Is Not What You Think (Redux) Slide 36 Startup Failure Is Not What You Think (Redux) Slide 37 Startup Failure Is Not What You Think (Redux) Slide 38 Startup Failure Is Not What You Think (Redux) Slide 39 Startup Failure Is Not What You Think (Redux) Slide 40 Startup Failure Is Not What You Think (Redux) Slide 41 Startup Failure Is Not What You Think (Redux) Slide 42 Startup Failure Is Not What You Think (Redux) Slide 43 Startup Failure Is Not What You Think (Redux) Slide 44 Startup Failure Is Not What You Think (Redux) Slide 45 Startup Failure Is Not What You Think (Redux) Slide 46 Startup Failure Is Not What You Think (Redux) Slide 47 Startup Failure Is Not What You Think (Redux) Slide 48 Startup Failure Is Not What You Think (Redux) Slide 49 Startup Failure Is Not What You Think (Redux) Slide 50 Startup Failure Is Not What You Think (Redux) Slide 51 Startup Failure Is Not What You Think (Redux) Slide 52 Startup Failure Is Not What You Think (Redux) Slide 53 Startup Failure Is Not What You Think (Redux) Slide 54 Startup Failure Is Not What You Think (Redux) Slide 55 Startup Failure Is Not What You Think (Redux) Slide 56 Startup Failure Is Not What You Think (Redux) Slide 57 Startup Failure Is Not What You Think (Redux) Slide 58 Startup Failure Is Not What You Think (Redux) Slide 59 Startup Failure Is Not What You Think (Redux) Slide 60 Startup Failure Is Not What You Think (Redux) Slide 61 Startup Failure Is Not What You Think (Redux) Slide 62 Startup Failure Is Not What You Think (Redux) Slide 63 Startup Failure Is Not What You Think (Redux) Slide 64 Startup Failure Is Not What You Think (Redux) Slide 65 Startup Failure Is Not What You Think (Redux) Slide 66 Startup Failure Is Not What You Think (Redux) Slide 67 Startup Failure Is Not What You Think (Redux) Slide 68 Startup Failure Is Not What You Think (Redux) Slide 69 Startup Failure Is Not What You Think (Redux) Slide 70
Próximos SlideShares
What to Upload to SlideShare
Avançar
Transfira para ler offline e ver em ecrã inteiro.

4 gostaram

Compartilhar

Baixar para ler offline

Startup Failure Is Not What You Think (Redux)

Baixar para ler offline

This presentation explores new ways of looking at failure in Startups. Specifically concept of "unfail" or "unfailure" is presented and explained. Lean Startup elements are connected with a failure scenarios and lessons learned

Startup Failure Is Not What You Think (Redux)

  1. 1. STARTUP FAILURE IS NOT WHAT YOU THINK Sergey L. Sundukovskiy, Ph.D.
  2. 2. FAILURE “A person who never made a mistake never tried anything new.” -Albert Einstein
  3. 3. FAILURE “I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. 26 times I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life, and that is why I succeed.” -Michael Jordan
  4. 4. Sergey L. Sundukovskiy Co-Founder, CTO & Chief Product Officer Companies: PushPoint, Cinsay, LowerMyBills, DIRECTV, CBW Interests: Entrepreneur, Speaker, Mentor, Advisor Education: BA CS, MS IT, PH.D. Business Sergey L. Sundukovskiy, Ph.D. has over 20 years of experience serving in capacities of Chief Technology Officer, Chief Information Officer and Chief Product Officer. Sergey specializes in implementation of subscription based high volume SaaS platforms, with strong emphasis on early stage product development and market deployment. Specific areas of expertise include A/B Testing, Big Data, Video Management, eCommerce, RTB platforms and Cloud Computing. Education: B.A. in Computer Science from the University of California, San Diego, and an M.S. in Information Technology from the University of Liverpool. Ph.D. in Information Technology Management from the School of Business and Technology, Capella University. INTRODUCTION BACKGROUND &
  5. 5. SERIAL FAILURE The Story of One Dissertation
  6. 6. Failure Does Not Mean You Are Finished WHAT IS FAILURE?
  7. 7. You Are Finished If You Have NOT Learned Anything WHAT IS FAILURE?
  8. 8. Your Failures Should Be “Learn Alots” WHAT IS FAILURE?
  9. 9. Complete Failure Lights Out FAILURE TYPES
  10. 10. Partial Failure Acquihires FAILURE TYPES
  11. 11. Failure on the Way to Success Lose the Battles Win the War FAILURE TYPES
  12. 12. Complete Failure Fills Ecosystem with Experience WHY IS FAILURE IMPORTANT?
  13. 13. Partial Failure Second Lease on Life WHY IS FAILURE IMPORTANT?
  14. 14. Failure of the Way to Success Completes Success Cycle (Failure -> Learning -> Success) WHY IS FAILURE IMPORTANT?
  15. 15. What Happens When Failure Is NOT Accepted FAILURE DONE WRONG
  16. 16. Japan Recession of the 90’s • Companies Would Not Downsize • Banks Would Not Foreclose • Government Would Bailout Banks FAILURE DONE WRONG
  17. 17. Failing is SO HOT right now! Why is Failure so Common? REASONS FOR FAILURE
  18. 18. What Does Failure Look Like? • No Addressable Problem • No Market • No Effective Team • No Customers • No Product • No Product Positioning • No Money PERFECT FAILURE
  19. 19. Beginning of the Startup Journey REMARKABLE SIMILARITY
  20. 20. End of the Startup Journey REMARKABLE SIMILARITY WOAH… Deja Vu!
  21. 21. Building a Startup Is An Exercise In Unfailure BUILDING A STARTUP
  22. 22. • Constant Failure • Must Have the Right Tools • Impossible to Get Lucky and Win • All About the Team • It Is Even More About Execution • It Is All About Micro-Pivots WHAT DO STARTUPS AND GOLF HAVE IN COMMON?
  23. 23. Micro-Pivots After Many Failures In… ROAD TO SUCCESS
  24. 24. We’ll hit something, eventually. Unfail Startup Founding Team ROAD TO SUCCESS
  25. 25. Unfail Minimal Viable Product ROAD TO SUCCESS
  26. 26. Unfail Product Development ROAD TO SUCCESS
  27. 27. Unfail Product Marketing ROAD TO SUCCESS
  28. 28. Unfail Customer Acquisition ROAD TO SUCCESS
  29. 29. Unfail Business Model ROAD TO SUCCESS
  30. 30. Wrong Way To Unfail (Tail of Two Extremes) • Too Many Steps to Get There • Hole in One Win Strategy • Giving Up Too Soon • Listening to Too Many People at Once UNFAILURE STRATEGIES
  31. 31. Diving Lesson GIVING UP TOO SOON KEEP GOING!
  32. 32. Right Way To Unfail • Have Big Targets To Hit • Unfail Most Important Things First • Change Strategy at the Right Time • Good Return on Luck • Nearest Danger Strategy UNFAILURE STRATEGIES
  33. 33. Malcolm Gladwell Big Targets BULLETS BEFOR E CANNONBALLS
  34. 34. Difficult Failure Recovery • Team • Operational MO aka Process • Conflict Resolution • Product Focus FIRST THINGS FIRST st
  35. 35. Change of Direction (Tripwires) • High Churn • High Acquisition Cost • Low Viral Score GOLDEN RUL E
  36. 36. Jim Collins Return on Luck GET LUKY
  37. 37. Do NOT Need to Outrun a Shark, Just Your Buddy SECOND LAST
  38. 38. First Who, Then What, Then How UNFAIL TEAM
  39. 39. Get the Right People on the Bus UNFAIL TEAM
  40. 40. • Complementary Skillset • Worked Together Before • Similar Work Ethic • Similar Commitment Level • Similar Conflict Resolution Style • Can Disagree and Commit • Ideal Number of Co-Founders is 3 CO-FOUNDER UNFAIL CRITERIA
  41. 41. CO-FOUNDER UNFAIL CRITERIA (cont.) BAD NOT GOOD GOOD
  42. 42. Rat + Cactus IDEAL CO-FOUNDER
  43. 43. WHERE TO FIND ONE?
  44. 44. Plan For Failures UNFAIL PRODUCT
  45. 45. UNFAIL PRODUCT LIFECYCLE • Wireframing TESTING • Mocking • Clickable Prototype • Dynamic Prototype • MTP • MVP TESTING TESTING TESTING TESTING
  46. 46. Highest Paid Person’s Opinion 46 UNFAIL HiPPO
  47. 47. “I Find Your Lack of Testing Disturbing” 47 UNFAIL TESTING
  48. 48. HISTORY OF FAILURE Testing (Failed) Testing (Failed) Testing (Success) Aliens Did NOT Build Pyramids
  49. 49. Unfail Usability Testing What vs. Why
  50. 50. Unfail Usability Testing (cont.)
  51. 51. Unfail Usability Testing (cont.) Eye Tracking
  52. 52. • Attention • Emotion • Task Completion Time • Hovering • Clicks • Hotspotting • Path WHAT ARE THEY TRYING TO UNFAIL?
  53. 53. Unfail User Testing Rise of the Crowds Rise of the Crowds
  54. 54. Mechanical Turk Microtasking Crowdsourcing Platform
  55. 55. Usability Study Setup
  56. 56. Usability Study Setup (cont.)
  57. 57. Usability Study Setup (cont.)
  58. 58. Usability Study Setup (cont.)
  59. 59. Usability Study Setup (cont.)
  60. 60. Usability Study Results (cont.)
  61. 61. Usability Study Results (cont.)
  62. 62. Unfail User Feedback It Is All About Uncensored Feedback
  63. 63. Unfail User Feedback (cont.)
  64. 64. Unfail User Feedback (cont.)
  65. 65. Usability Testing Tools
  66. 66. A/B Multifactorial Split Testing Very Different
  67. 67. A/B Singlevariate Split Testing Slightly Different
  68. 68. Multivariate Testing That’s a Lot of Combinations
  69. 69. Unfail Experimentation Google Website Optimizer Omniture Test & Target
  70. 70. Unfail Experiment Chaining
  • GopalaKR

    Jul. 25, 2017
  • seswaran

    Feb. 7, 2017
  • mars001

    May. 10, 2016
  • AlevtinaAllieFeinste

    Jan. 9, 2016

This presentation explores new ways of looking at failure in Startups. Specifically concept of "unfail" or "unfailure" is presented and explained. Lean Startup elements are connected with a failure scenarios and lessons learned

Vistos

Vistos totais

1.377

No Slideshare

0

De incorporações

0

Número de incorporações

72

Ações

Baixados

36

Compartilhados

0

Comentários

0

Curtir

4

×