Dublin Startup Marketing Club February 5th Meetup on Google AdWords
Lean startup en entreprise meetup ekito
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Transcript of Lean startup en entreprise meetup ekito
Build the Right Product in enterprise
Laurent Meurisse
Laurent Carbonnaux
With #leanstartup
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development startidea
DevelopmentFront-up
problems are here everyone focuses here :(
this helps you to - talk with your customers- have a vision & concept validation- give visibility on roadmap - starting collaboration early
problem solution
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★ Lean Startup en entreprise ‣ Vision Produit : tout est hypothèse et Focus sur le
Probléme ‣ Stratégie : partager les objectifs, identifier les
impacts ‣ Roadmap produit
‣ Focus sur le client ‣ Learn ‣ Fail ‣ Pivot
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★ Today Product in the enterprise ‣ Sillots / Structures (difficultés à travailler ensemble) ‣ Middle Management (reporting, constraints) ‣ Enterprise road map on the ‘what’ ‣ Business Case / ROI ‣ Feature Push / IS & technology driven
★ Product with Lean Startup in the enterprise ‣ Leadership about product management ‣ Partager les objectifs entre les parties prenantes ‣ Intra-entrepreneurship ‣ Product Roadmap on the ‘why’ ‣ Iterative Business model ‣ Customer feedbacks ‣ Feature pull / problem driven
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Vision : tout est hypothèse et Focus sur le Probleme
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vision
strategy
product
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★ D’abord connaître le client & le pb ★ Ensuite fournir la valeur attendue ★ Enfin obtenir le gain attendu
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- what are riskiest hypothesis ?- test them first
problem
segment
producttechnology
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vision
strategy
product
lean canvas
Pivotvalidated learning
- landing page, video- interviews- get out of the office- no code
- what are riskiest hypothesis ?- test them first
problem solution customer segment
unique value proposition
unfair advantage
metrics channels
cost revenue
FAST learning
-> how experiment-> how measure
problem solutioncustomer segmentunique value proposition unfair advantage
metrics channels
cost revenue
ALL is hypothesis!
Be big on vision
ask customer to take decision
learnbuild measureidea
problem
segment
producttechnology
change
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MVP ‣ A Minimum Viable Product is version of your
“product” that maximizes validated learning for the least amount of effort
‣ Who is the customer ‣ What is the value proposition ‣ Which measure can confirm that it’s the right
product & the viable product ?
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Lean Canvas est adapté de The Business Model Canvas (businessmodelgeneration)
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problem solution customer segment
unique value proposition
unfair advantage
metrics channels
cost revenue
Arrive trop tard
Moins de stress,
Ne sais pas l’heure max
Client FB régulier mais pas fréquent
Mobile APP
il y aura t’il du monde à l’aeroport ?
le vol est il en retard ?
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Lean Startup
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‣ Strategie : identifier & partager les objectifs (dev, marketing), identifier les impacts
vision
strategy
product
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vision
strategy
product
impact mapping
"Faster...""more..."
"increase..."
->business goal is :
build
problem solution
customer segmentunique value proposition unfair advantage
metrics
channels
cost revenue
who how
what
why
->5 whys
starting collavoration early to share the same objectives
lean canvas
impact mapping
How deliver impacts
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problem solution customer segment
unique value proposition
unfair advantage
metrics channels
cost revenue
Moins de stress,
Passer à 100 000 download
Plus d’usage
Plus de billet vendu
Client consomme plus sur sa tablette en attendant l’avion
‣ objectifs
Acquisition Activation Retention Referral Revenue
Moins d’avions ratés
Value proposition hypothesis
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Moins d’avion raté
_(who)______ peu m’aider à Atteindre __(why)_____ En __(how)________ plus rapidement/facilement
client
Partir plus tôt
Chef d’escale
Moins attendre au service bagage
Indiquer à AF que je suis en retard
Avant de cloturer la porte, connaître les personnes ayant passé le PIF
Indiquer l’heure limite pour le dépose bagage
Notifier le temps d’attente estimé pour le vol
Notifier l’agent d’escale
Connaître les pax
Why (goal) who
How (impact)
what
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‣ Roadmap produit
vision
strategy
product
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validated learning
- ACQUISITION- ACTIVATION- RETENTION- REVENUE- REFERRAL- split test
why
who how
what
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this feature really give the expected behavior
the behavior doe's not contribute to the business goal
Optimize
learnmeasureMVP
trouver le vol que je cherche
minimum marketable
product
neccessity
mettre dans mon panier
chercher par promos
vols équivalent (type de ville,
fun, cool, prix..)
payement
créer en tant que favoris
payer par paypal
recevoir une notification par rapport à mes
favoris
vente croisée (+1pax à -10%)
payementone click
confirmation
vente croisée sur T2T
user activity journey
vision
strategy
product
impact mapping
With a minimal product
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trouver le vol que je cherche
minimum marketable
product
neccessity
mettre dans mon panier
chercher par promos
vols équivalent (type de ville,
fun, cool, prix..)
payement
créer en tant que favoris
payer par paypal
recevoir une notification par rapport à mes
favoris
vente croisée (+1pax à -10%)
payementone click
confirmation
vente croisée sur T2T
user activity journey
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