How to do lean startup: next steps

Last updated 4 years ago First published 10 November, 2016

Running a startup is complicated. You have a vision for where you want to be, but how do you actually get there? What do you test, when do you test it, and how do you test it?
There's a lot of theory about Lean Startup, but putting everything into practice can be difficult. This decision tree assists both existing startups and aspiring entrepreneurs by showing them the next step.

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Work,Business,Entrepreneurship,Product-market fit English Rating: ALL ages Shortest path: 7 nodes Longest path: 13 nodes Possible solutions: 62
Transcription
  • Have you launched? Yes. No.
  • Are customers paying? Yes. No.
  • If you keep business the way it is now, will you achieve your goal? Yes. Not sure what my goal is. No.
  • Keep doing what you're doing!.
  • Why aren't you on track to achieve your goal? CLV too low. Not enough customers.
  • Why don't you have enough customers? Having trouble finding them. Viral coefficient too low. Conversion rate too low. Customer segment too small.
  • Your Next Step: Identify, size and test related customer segments..
  • Your Riskiest Assumption: Your solution is solving your customer's problem well enough, and they are incentivized enough, to share your product with others. Action Utility Testing & increase viral coefficient (K-factor).
  • Where are you looking for customers? Places customers have told me they are. Places I think my customers are.
  • Your Next Step: Interview customers to validate where they look for solutions..
  • Your Next Step: Test alternative channels to determine potential customer segment size..
  • What emotions are you evoking in your Call to Action? Emotions my customers have told me they are experiencing. Emotions I think my customers are experiencing . Not evoking emotion in CTA.
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve..
  • Your Next Step: Interview your customers to understand their emotional desires..
  • Your Next Step: Test multiple versions of your marketing copy/Call to Action..
  • Why is your Customer Lifetime Value too low? Price too low. Customer churn too high. Cost of acquisition too high.
  • Your Next Step: Test ways to increase the value your solution is providing to customers..
  • Your Next Step: Optimize your price via price testing..
  • Your Next Step: Test alternative channels to determine your optimal acquisition ROI..
  • Have you defined a metric that represents when you have achieved your goal? No. Yes.
  • Your Next Step: Calculate your the size of this market to determine if Product-Market Fit is achievable..
  • Your Next Step: Define Product-Market Fit for you and your team..
  • Are customers using the product? No. Yes.
  • Why aren't your customers paying to use your product? Pursuing freemium but haven't built paid features. Monetizing after reaching critical mass. Quality too low. Tried charging but no one pays.
  • Your Next Step: Charge customers via pre-orders or Letters of Intent for future functionality..
  • Your Next Step: Charge customers via pre-orders or Letters of Intent for future functionality..
  • What emotions are you evoking in your Call to Action?: see to the left.
  • Are enough customers using it that, if you keep doing what you're doing, you'll achieve Product-Market Fit? Yes. Not sure. No.
  • Your Next Step: Charge customers via pre-orders or Letters of Intent for future functionality..
  • Why aren't enough customers using for you to achieve Product-Market Fit? Conversion rate is too low. Customer segment is too small. Having trouble finding them. Customers aren't referring enough other customers.
  • Your Next Step: Identify, size and test related customer segments..
  • Your Riskiest Assumption: Your solution is solving your customer's problem well enough, and they are incentivized enough, to share your product with others. Hence you must test your utility and increase the value you provide to your customers.
  • Where are you looking for customers? Places they told me they are. Places I think they are.
  • Your Next Step: Interview customers to validate where they look for solutions..
  • Your Next Step: Test alternative channels to determine potential customer segment size..
  • What emotions are you evoking in your Call to Action? Emotions they've told me they're experiencing. Emotions I think they're experiencing. None.
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve and which emotions they're experiencing.
  • Your Next Step: Interview your customers to understand their emotional desires..
  • Your Next Step: Test multiple versions of your marketing copy/Call to Action..
  • Have you defined a metric that represents when you have acheived Product-Market Fit? No. Yes.
  • Your Next Step: Calculate your the size of this market to determine if Product-Market Fit is achievable..
  • Your Next Step: Define Product-Market Fit for you and your team..
  • Why aren't customers using your product? Customers use it a little, then stop. I told them but they don't use it. Not sure how/where to find people to tell about it.
  • Your Next Step: Interview customers to validate where they look for solutions..
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve..
  • Utility testing Your Next Step: Test ways to increase the value your solution is providing to customers..
  • Generated any pre-sales/LOI? No. Yes.
  • Are enough customers pre-paying for it that, if you solve their problems, you'll achieve Product-Market Fit? Not sure. Yes. No.
  • Why haven't you launched the product yet? No dev team. Testing privately before making it publicly. Solution still under dev.
  • Your Next Step: Test a manual solution..
  • Your Next Step: Test a manual solution..
  • Your Next Step: Test an automated solution..
  • Why aren't you on track to acheive Product-Market Fit? CLV too low. Not enough customers.
  • Why don't you have enough customers? Having trouble finding them. Viral coefficient too low. Conversion rate too low. Customer segment too small.
  • Your Next Step: Identify, size and test related customer segments..
  • Your Riskiest Assumption: Your solution is solving your customer's problem well enough, and they are incentivized enough, to share your product with others: your Next Step: Increase your Viral Coefficent (i.e. K Factor)..
  • Where are you looking for customers? Places customers have told me they are. Places I think they are.
  • Your Next Step: Interview customers to validate where they look for solutions..
  • Your Next Step: Test alternative channels to determine potential customer segment size..
  • What emotions are you evoking in your Call to Action? None. Emotions they told me they're experiencing. Emotions I think they're experiencing.
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve..
  • Your Next Step: Interview your customers to understand their emotional desires..
  • Your Next Step: Test multiple versions of your marketing copy/Call to Action..
  • Why is your Customer Lifetime Value too low? Why don't you have enough customers?. Price too low. Churn too high.
  • Your Next Step: Test ways to increase the value your solution is providing to customers..
  • Your Next Step: Optimize your price via price testing..
  • Where are you looking for customers? Places customers have told me they are. Places I think my customers are.
  • Your Next Step: Interview customers to validate where they look for solutions..
  • Your Next Step: Test alternative channels to determine potential customer segment size..
  • What emotions are you evoking in your Call to Action? Emotions they told me they're experiencing. Emotions I think my customers are experiencing. No emotion.
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve and the emotions they experience.
  • Your Next Step: Interview your customers to understand their emotional desires..
  • Your Next Step: Test multiple versions of your marketing copy/Call to Action..
  • Have you defined a metric that represents when you have acheived Product-Market Fit? No. Yes.
  • Your Next Step: Calculate your the size of this market to determine if Product-Market Fit is achievable..
  • Your Next Step: Define Product-Market Fit for you and your team..
  • Have you identified a problem at least 60% of your customers are actively trying to solve? No. Yes.
  • Your Next Step: Interview customers to determine what problems they are actively trying to solve..
  • If you solve the problem, will you achieve Product-Market Fit? Yes. No. Not sure.
  • Why aren't you collecting pre-orders or Letters of Intent? Don't know how. Can't find customers to pre-sell. Tried but no one bought.
  • Your Next Step: Charge customers via pre-orders or Letters of Intent for future functionality..
  • Where are you looking for customers? Places they've told me they are. Places I think they are.
  • Your Next Step: Interview customers to validate where they look for solutions.
  • Your Next Step: Test alternative channels to determine potential customer segment size..
  • What emotions are you evoking in your Call to Action? Emotions I know they're experiencing. Emotions I think they're experiencing. None.
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve..
  • Your Next Step: Interview your customers to understand their emotional desires..
  • Your Next Step: Test multiple versions of your marketing copy/Call to Action.
  • Why aren't you on track to achieve Product-Market Fit? CLV too low. Not enough customers.
  • Why don't you have enough customers? Conversion too low. Customer segment too small. Trouble finding them. Viral coefficient too low.
  • Your Next Step: Identify, size and test related customer segments..
  • Your Riskiest Assumption: Your solution is solving your customer's problem well enough, and they are incentivized enough, to share your product with others. You need to test your utility to increase the value you provide to your customers.
  • Where are you looking for customers? Places customers have told me they are. Places I think my customers are.
  • Your Next Step: Interview customers to validate where they look for solutions..
  • Your Next Step: Test alternative channels to determine potential customer segment size..
  • What emotions are you evoking in your Call to Action? Emotions they told me they're experiencing. Emotions I think my customers are experiencing. No emotion.
  • Your Next Step: Interview your customers to understand what problems they are actively trying to solve and the emotions they experience.
  • Your Next Step: Interview your customers to understand their emotional desires..
  • Your Next Step: Test multiple versions of your marketing copy/Call to Action..
  • Why is your Customer Lifetime Value too low? Customer acquisition too expensive. Price too low. Customer churn too high.
  • Your Next Step: Test ways to increase the value your solution is providing to customers..
  • Your Next Step: Optimize your price via price testing..
  • Your Next Step: Test alternative channels to determine your optimal acquisition ROI..
  • Have you defined a metric that represents when you have acheived Product-Market Fit? No. Yes.
  • Your Next Step: Calculate your the size of this market to determine if Product-Market Fit is achievable..
  • Your Next Step: Define Product-Market Fit for you and your team..