APPLAUSE NOW

PROTOBAKING REVISITED - PRESENTED BY DAN ROCKWELL OF BIG KITTY LABS FOR STARTUP WEEKEND 11 COLUMBUS

JANUARY 14-16TH, 2011 - AT OHIO STATE UNIVERSITY

11 teamsmost of you will fail in creating a winning biz

but all will learn something

DAN ROCKWELL @FLOOZYSPEAK

SENIOR INSIGHT TRANSLATION ASSOCIATE @LEXTANT

FOUNDER OF @BIGKITTYLABS

WORKING IN THE FIELD OF DESIGN RESEARCH AND USER EXPERIENCE FOR 11 YEARS

3 MAN RAPID PROTOTYPING HOUSE IN COLUMBUS OHIO

“GREAT PRODUCT”

“AWESOME USER EXPERIENCE”

“PATENTABLE IDEA!!”“TEAM”

“SPEED”“ENVIRONMENT”

“MENTORS”

“MBA’S”

“REAL REVENUE MODEL”

“VIRAL STICKINESS”

“PASSIONATE USERS”

“GREAT PRODUCT”

“AWESOME USER EXPERIENCE”

“PATENTABLE IDEA!!”

“TEAM”“SPEED”

“ENVIRONMENT”“MENTORS”

“MBA’S”

“REAL REVENUE MODEL”

“VIRAL STICKINESS”

“PASSIONATE USERS”

BKL’s obsession with speed

BORIS

HASHPARTY

ETHNOKAT

HOOLYKN BEAKER

CHUMPDUMP

PARSEPLZ

SOURCECOW

WHISKER

SYDTRACK

DOKUSHOT

RIGHTNOW

TIXIT IT MARTINI MX

COME SUNDAY AFTERNOON YOUR JOB IS TO MAKE ME BELIEVE YOU’RE SPECIAL

YOU HAVE TWO OPTIONS

1. MAKE IT

2. FAKE IT

SOME GENERAL THOUGHTS ON HOW TO PULL OFF YOUR

PENDING MAGIC TRICK

INTERROGATE YOUR IDEADO YOUR HOMEWORKLEVERAGE API’SSTEALCODE ITOR DON’T AND DON’T TELL ME

AVOID THE FOLLOWING

B E I N G A P A S S E N G E RFIGHTING FOR EGO SAKE AND NOT PRODUCT SAKE

CART BEFORE HORSE, THE PRODUCT, EXPERIENCE AND WTF ARE WE DOING

DUDE WE GOT A BLOG MAKE A PRESS RELEASE!

B U I L D I N G T H E W R O N G S H $ T F I R S T

W H I T E B O A R D W O N D E R L A N D

TAKING A HIT OF THAT PIPE AND TELLING THE STORY OF FUTURE TOWN

CREATING A PITCHDECK FULL OF BULLSHIT #’S

THE SOONER YOU CAN COME TO GRIPS WITH YOUR STARTUP REALITY THE FASTER YOU CAN BENEFIT

FROM ITS RESIDUAL EFFECT- DAN ROCKWELL, BIG KITTY LABS

YOU THINK BUILDING IT IS HARD, JUST WAIT TILL YOU GET TO FINDING PEOPLE TO GIVE A SHIT ABOUT IT

FEEDBACK IS A BITCH - DAN ROCKWELL - BIG KITTY LABS

BIG KITTY LAB’S PROTOBAKE PROCESS1 - IDEA INTERROGATION2 - DO YOUR RESEARCH2 - TECHNOLOGY DIVE (API’S, ARCHITECTURE Q’S)3 - BUILD A USER PERSONA3 - SANDBOX & STEALING4 - MOCKUPS AND EXPERIENCE DIAGRAMS4 - JUST BUILD IT5 - ITERATION 1 PARTY5 - VALIDATE YOUR HUNCH6 - ITERATION 2 SHOW CLIENT7 - TRY TO BREAK IT8 - ITERATION 3, 4, TEST, 5, 6, TEST, 7, LAUNCH, 8, APOLOGIZE, 9, TEST, 10, FIND A FRICKIN REV MODEL, 11, ALES, 12, PING SOME PRESS, 13, MAKE IT SEXY, 14, TEST, LEARN NEW STUFF...

WHAT IS IT?WHY DO I NEED IT?WHAT DOES IT DO?

WHO USES IT?HOW DOES IT MAKE MONEY?

HOW DOES IT PROVIDE VALUE?WHO’D WRITE A STORY ABOUT IT?

HOW DOES IT WORK?WHAT’S IT RELY ON?

WHAT’S IT LIKE (EXPERIENCE WISE, BRAND ASPIRATION WISE)?WHERE’S THE DATA COME FROM?WHAT’S THE EXPERIENCE FLOW?

WHAT’S THE SHARE FLOW?

WHAT ARE THE BARRIERS, BLACK BOXES AND QUESTIONS YOU HAVE NO FRICKIN CLUE HOW TO ANSWER YET?

INTERROGATION QUESTIONS

WHO USES IT... I DO!WHAT’S THE PROBLEM? SPAM PROBLEM, HARD

TO GET CLARITY ON WHAT HARO OPPORTUNITIES ARE APPLICABLE TO ME

IS THAT JUST MY VOICE OR A CONSENSUS FARMED VIA RESEARCH?

DATA MINED USER FORUMS, TWITTER SEARCH, FACEBOOK AND GET SATISFACTION

NET BENEFIT? FROM THIS DATA I CREATED A NEEDS/WANTS POOL OF UNDERSTANDING,

CREATED A USER PERSONA, AND IDENTIFIED INITIAL BETA TESTERS FOR MY CONCEPT

DOING YOUR HOMEWORK

PASSIONATE ABOUT FIXING SHIT YOU CARE ABOUT

IDENTIFYING A REAL

PROBLEM

DIDN’T RELY ON YOU AS THE SOLE DATA POINT TO

DRIVE THE INNOVATION (YOU DID SOME FRICKIN RESEARCH TAKE A

BOW)

IDENTIFIED POTENTIAL USER TARGETS, BONUS WIN!

WHAT DO WE HAVE TO START WITH? EMAIL LIST

WHAT’S THE ATTACK PLAN? WE DATA SCRAPE AND FUNNEL INTO A LIVING DATABASE

MVP FEATURE SET? SEARCHABLE DATABASE AND MATCH ON USER PROFILE CUES, CREATE CUSTOM

OPPORTUNITY REMINDERS AND LISTS

BONUS WINS? SEGMENTATION OF DATA, SOCIAL PROFILING OF REPORTERS AND MEDIA OUTLETS,

SOCIAL SHARING, DECENT UX

TECHNOLOGY DIVE

WHERE DOES THE DATA COME FROM

CHALLENGE THE CODER

APPLY CONSTRAINT

ADD SAUCE

HOOLYKNCONCEPTING, RESEARCH, MOCKS = 4 DAYS

BUILD TO GET TO ITERATION 3 (HAPPY PLACE) = 12 DAYSINITIAL USER FEEDBACK = POSITIVE

FATAL FLAW: DIDN’T ASK “WHAT’S IT RELY ON?” QUESTIONHOOLYKN VOILATED HARO’S TERMS OF SERVICE AGREEMENT (A DATA SCRAPERS WOE), IN HINDSIGHT WE SHOULD

OF THROUGHLY ADDRESSED THE QUESTION OF “WHAT DOES THIS IDEA RELY ON?” BUT BECAUSE WE DIDN’T WE BUILT A GREAT TOOL FOR A PROBLEM WE DIDN’T HAVE THE AUTHORITY TO REALLY SOLVE. THE FATE OF HOOLYKN

IS PENDING AS WE REASON WITH HARO’S CONTENT CREATORS, THIS IS JUST ONE EXAMPLE OF FAILING FAST, HOOLYKN TAUGHT US ALOT AND AT THIS POINT WE’RE PIVOTING THE IDEA TO WHERE IT GOES NEXT

MARK ZUCKERBERG HAD A KNACK OF RUNNING MULTIPLE PROJECTS IN PARALLEL FOR THE HELL

OF IT, FACEBOOK WAS 1 OF 4 OR MORE PROJECTS HE JUGGLED UNTIL IT STOOD OUT

AND TOOK HIS PASSION BY STORM

EXPERIMENTS MATTER

DON’T LET YOUR FAILURES END THIS WEEKEND, KEEP BAKING

thanks, and questions?