The Lean Startup

This book conveys the concept of validated learning (trying out new ideas and measuring its effect on potential customers to ascertain its effectiveness) and build-measure-learn feedback loop. It introduces a systematic approach to measure the progress of a project at startup. A start-up has its vision that employs a strategy such as product roadmap, business model, view of partners, competitors and customers. The result of the strategy used is the product. Strategy changes occasionally, product changes continuously while vision rarely changes.

A startup is designed to create a new product under uncertain conditions. Successes from these scenarios come from constant experimentation and learning from experts experience. A lot of learning is involved in the startup process and the most important thing is to figure out validated learning. The goal is to learn and know what the customers want and discard everything else.

As a startup, do not delay charging your customers as many startups do. Eric affirms starting with a low-quality prototype, charging customers from start date and using low volume revenue target for accountability.

One of the cores of Lean Startup model is the Build-Measure-Learn loop. Once an MVP is built, the goal is to make use of user feedback to iterate upon the product. After building an MVP, test the riskiest assumption first and then put it out for early adopters. Then define a baseline metric, a hypothesis to improve the metric and set out experiment targeted towards the same metric. As soon as you get the result, choose whether to persevere or pivot. Wealthfront pivoted from gaming platform/virtual stock trading to E-commerce service that offers money management by money managers.  Most entrepreneurs are afraid of failure thereby delaying the pivot. Also, due to vanity metrics and unclear success hypothesis, most entrepreneurs suffer from unnecessary regret for delaying the pivot. There are various types of pivot, some of which are customer segment Pivot, Zoom in Pivot, Customer need pivot, Business Architecture pivot, Value capture pivot amongst others. It is important to copy the essential features not just the superficial features when pivoting.

As the product grows, customers begin to patronize the product. Customers built overtime inform others about the product or end up purchasing the product again. Consequently, the product grows and achieves a product/market fit. When product/market fit happens, it leaves no room for doubt.

Likewise, as the startup grows, it has to adapt to changing customer base. Every company has to deal with four types of work. These include: launching a new product, scaling it for broad adoption, combating its commoditization by incremental improvement and maintenance of the product in the long run as part of the company’s product line. All steps are essential, but the last step can be a bit difficult for an entrepreneur.

A startup must pass through the learning stage, experiment hypothesis, build MVP, measure MVP, decide if to persevere or pivot, grow to adapt and innovate.  

The Big Three – Key Points

Key Point #1:

Measure the startup progress using the build-measure-learn feedback loop.

Key Point #2:

A startup is designed to create a new product under an uncertain condition, successes from these scenarios come from constant experimentation or learning from experts experience.

Key Point #3:

Every company has to deal with four types of work: Launching a new product, scaling it for broad adoption, combating its commoditization by incremental improvement and maintenance of the product in the long run as part of the company’s product line.

One Last Thing

“We must learn what customers really want, not what they say they want or what we think they should want.”

― Eric Ries, The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses