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founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.ly
Customers & MVPs
for Growth!
Presented on July 17th, 2014 at Leaning Square Shimbashi, Tokyo, JAPAN
for NIKKEI COMPUTER’s Seminar
Yusuke Takahashi, PhD, Founder & CEO, AppSocially
founders@appsocial.ly angel.co/appsocially
INTRODUCTION
yt@appsocial.ly http://appsocial.ly
高橋	 	 雄介(たかはし	 	 ゆうすけ)



11998800年生まれ。慶應義塾大学総合政
策学部卒業、同大学大学院政策・メディ
ア研究科修士課程修了。22000088年同大
学院後期博士課程単位取得退学。博士
((政策・メディア))。	 	 AAppppSSoocciiaallllyy	 	 IInncc..
創業者CCEEOO。専門は、データベース、
知識ベース、マルチメディアデータベー
スとその応用、カスタマーデベロップ
メント。TTeecchhCCrruunncchh	 	 JJaappaann、
GGrroowwtthhHHaacckkeerr..jjpp、日経BBPP等でグ
ロース・ハックやモバイルについての
記事を執筆中。
founders@appsocial.ly Angel.co/appsociallyテキスト
トップ ソリューション動向 ワールドリポート
ワールドリポート
サンフランシスコという舞台に集まる起業家、サイエン
ティストが成⻑⾧長に⽋欠かせない存在に
2014.04.23 ⽶米AppSocially  創業者兼CEO  ⾼高橋  雄介
⽶米サンフランシスコのソーマ地区にある、ビッグデータの分析・可視化サービスを⼿手
掛ける「Keen  IO」の本社に2014年年4⽉月中旬、データサイエンティストなどが集まっ
た。「Happy  Data  Hour」と呼ぶこの会合はビールを⽚片⼿手にベンチャーの起業や業
界について意⾒見見を交換し合うのが⽬目的である。「セールス・フォース・ドットコム」
や、最近⽶米グーグルに買収され話題となった学習機能付きのサーモスタットを作る
「ネスト」、クラウドメールの「センドグリッド」などのデータサイエンティストな
データ活⽤用で成⻑⾧長戦略略を描く。この編集⽅方針の下、
Webサイトや⽉月刊誌、セミナーを通じて情報をお届け
します。
詳しくはこちら
search
無料料メールマガジン登録
founders@appsocial.ly Angel.co/appsociallyテキスト
yt@appsocial.ly http://appsocial.ly
yt@appsocial.ly http://appsocial.ly
yt@appsocial.ly http://appsocial.ly
founders@appsocial.ly Angel.co/appsocially
AppSocially
アプリのためのソーシャル・ユーザ獲得機能
founders@appsocial.ly Angel.co/appsocially
スマホアプリをどこで発見しましたか?
0%
18%
35%
53%
70%
Source: Nielsen, Q3 2011
ストアでの検索 友だちや家族から聞いて メディアで観て テレビ広告で観て アプリ内広告で観て
9%
6%
9%
52%
63%
13%13%
17%
61%
63%
iOS AppStore Android Market
AppSocially
Problem founders@appsocial.ly Angel.co/appsocially
founders@appsocial.ly Angel.co/appsociallyCase Study: Unda
友達招待機能 (INVITE)
インセンティブ付招待機能
(REFERRAL)
founders@appsocial.ly Angel.co/appsociallyfounders@appsocial.ly Angel.co/appsociallyINVITE
founders@appsocial.ly Angel.co/appsociallyREFERRAL
+REWARDS
Shingo Hagiwara
Bryan Davis
Alex Miller
Aki Nishiyama
Invite
Invite
Resend
founders@appsocial.ly angel.co/appsocially
Contents
Introduction
1. What Growth is about
2. RRRAA for Product/Growth Teams
3. MVP Canvas for Daily Growth Focus
Discussion
founders@appsocial.ly angel.co/appsocially
SUMMARY
Develop Customers, NOT
product
Focus on Retention+Referral
(RRRAA)
Build MVPs, NOT products
(MVP Canvas)
founders@appsocial.ly angel.co/appsocially
1. WHAT GROWTH IS
ABOUT
founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
1. First, Growth is NOT about
product, but customers.
founders@appsocial.ly angel.co/appsocially
Steve Blank teaches us to “get our to the building,” to focus
on customers before creating the product.
Photo: Startup Grind
founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
2.Growth is NOT about tactics, 

but product.
founders@appsocial.ly angel.co/appsocially
Too many information flows through timeline, and we feel
as if we got it, with just 3 lines of summary, without reading
the source and practicing it by ourselves.
founders@appsocial.ly angel.co/appsocially
Great achievements, results and tactics come to our
attention on timelines, but there are much more efforts and
failures behind them.
founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
3.Growth is NOT about
acquisition, but retention 
referral.
founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially
Acquisition
Activation
Retention
Referral
Revenue
founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially
Source: Yahoo! Finance
founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially
Source: Yahoo! Finance
founders@appsocial.ly Angel.co/appsociallyWHAT GROWTH IS ABOUT founders@appsocial.ly Angel.co/appsocially
Acquisition
Activation
Retention
Referral
Revenue
founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
1. First, Growth is NOT about
product, but customers.
2.Growth is NOT about tactics, 

but product.
3.Growth is NOT about
acquisition, but retention 
referral.
founders@appsocial.ly angel.co/appsocially
2. RRRAA FOR 

PRODUCT/GROWTH
TEAMS
founders@appsocial.ly angel.co/appsociallyRRRAA
founders@appsocial.ly angel.co/appsociallyRRRAA
AARRR
Acquisition
Activation
Retention
Referral
Revenue
AARRR FOR PIRATES by DAVE MCCLURE
founders@appsocial.ly Angel.co/appsociallyBusiness Model
イメージ図
Source: http://500hats.typepad.com/500blogs/2007/06/internet-market.html
founders@appsocial.ly angel.co/appsociallyRRRAA
Customer’s
Point of View
Product/Growth
Team’s Point of View
founders@appsocial.ly angel.co/appsociallyRRRAA
Customer’s
Point of View
Product/Growth
Team’s Point of View
founders@appsocial.ly angel.co/appsociallyRRRAA
founders@appsocial.ly angel.co/appsociallyRRRAA
RRRAA
Retention
Referral
Revenue
Activation
Acquisition
RRRAA by YUSUKE TAKAHASHI
founders@appsocial.ly angel.co/appsociallyRRRAA
RRRAA
Retention
Referral
Revenue
Activation
Acquisition
RRRAA by YUSUKE TAKAHASHI
founders@appsocial.ly angel.co/appsociallyRRRAA
RRRAA by YUSUKE TAKAHASHI
RRRAA
満足して使い続けてくれる顧客がどれくらいいるのか?
友達を巻き込んでくれるほど満足して使い続けてくれる顧客が
どれくらいいるのか?
来訪した(潜在)顧客に対して製品の価値が、的確にかつスムーズ
に伝えられているか?
お金を払ってくれるほど満足して使い続けてくれる顧客がどれく
らいいるのか?
未来訪の(潜在)顧客に対して製品の価値が、的確にかつスムーズ
に伝えられているか?
founders@appsocial.ly angel.co/appsociallyRRRAA
RRRAA by YUSUKE TAKAHASHI
STARTUP PYRAMID
PROBLEM/SOLUTION FIT
PRODUCT/MARKET FIT
GROWTH / SCALE
TRANSITION TO GROWTH
RRRAA founders@appsocial.ly Angel.co/appsocially
STARTUP PYRAMID
1. Product/Market Fitに執拗にフォーカス
๏ ユーザのうち少なくとも40%から「その製品がなくては困る」
と言われること
!
2. グロース期への移行期
๏ ユーザ分析機能を実装/必須のベネフィットを特定/効果的な
フックにベネフィットを配置/ビジネスモデルを最適化/コン
バージョンを最適化/グロースチームを採用
!
3. グロース期
๏ 企業カルチャーとしてのグロース
๏ 正しいスキルと人材(デザイナー、コピーライター、データ、
願わくばエンジニア)
๏ インスピレーション、プロセス、粘り強さ、幸運
by Sean Ellis
founders@appsocial.ly angel.co/appsociallyRRRAA
RRRAA by YUSUKE TAKAHASHI
GROWTH STAGES
Value
Growth
Growth Hacking = Observational Science
テキスト founders@appsocial.ly Angel.co/appsocially
GROWTH STAGES
1. 製品自体の価値を確認する
!
2. 製品自体の価値によりグロースする
๏ まずは、製品自体の真の価値によりグロースする
!
3. グロースハックにより、製品自体の価値によ
るグロースを最適化する
๏ グロースハックは、観察科学だ
๏ 機能の設計が、新しいマーケティングだ
by Keith Rabois
founders@appsocial.ly angel.co/appsociallyRRRAA
RRRAA by YUSUKE TAKAHASHI
CUSTOMER DEVELOPMENT
Customer Discovery
Customer Validation
Customer Creation
Company Building
yt@appsocial.ly http://appsocial.ly
founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
”A startups is an organization
formed to search for a
scalable and repeatable
business model.”
Source: Steve Blank
Steve Blank, Author of “The 4 Steps to the Epiphany,” Serial Entrepreneur.
founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly
founders@appsocial.ly angel.co/appsociallyRRRAA
LEAN STARTUPS by ERIC RIES
LEAN STARTUP
Fast Iteration to Lean
Fast Iteration to Lean
Fast Iteration to Lean
Fast Iteration to Lean
Fast Iteration to Lean
founders@appsocial.ly angel.co/appsociallyRRRAA
LEAN STARTUPS by ERIC RIES
founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
”A startups is an scientific
experiment.”
Source: Eric Ries:Lean Startup”
Eric Ries, Author of “THE LEAN STARTUP”
founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly
Source: http://www.slideshare.net/clevergirl/ux-and-the-lean-startup-for-general-audiences-crushing-the-boulder-kellogg-edition
founders@appsocial.ly Angel.co/appsociallyyt@appsocial.ly http://appsocial.lyyt@appsocial.ly http://appsocial.ly
Source: Eric Ries:Lean Startup”
Eric Ries, Author of 

“THE LEAN STARTUP”
founders@appsocial.ly angel.co/appsociallyRRRAA FOR PRODUCT/GROWTH TEAMS
AARRR
Acquisition
Activation
Retention
Referral
Revenue
Retention
Referral
Activation
Acquisition
P/S Fit
P/M Fit
Transition to
Growth
Growth /
Scale
Customer
Descovery
Customer
Validation
Customer
Creation
Company
Building
RRRAA STARTUP
PYRAMID
GROWTH
STAGES
CUSTOMER
DEVELOPMENT
LEAN
STARTUP
R
Revenue
R
R
R
Value
Growth
Growth Hack
= Observational Science
founders@appsocial.ly angel.co/appsocially
3. MVP CANVAS FOR
DAILY GROWTH FOCUS
founders@appsocial.ly angel.co/appsocially
How we create a product:
1. Hit on the Idea
2. Build its Product
3. Ship for Customers to Lean/
Fail  Repeat
founders@appsocial.ly angel.co/appsocially
How we should create a product:
1. Meet Customers to know their
problem
2. Build a Product (MVP) which
validates assumptions
3. Measure if it solved their
problem (= Repeat from 1)
founders@appsocial.ly angel.co/appsocially
What’s the product?
founders@appsocial.ly angel.co/appsocially
PRODUCT
= What you build to create a
product.
founders@appsocial.ly angel.co/appsocially
PRODUCT
= What validates assumptions
{Interview Questions, Handwritten Wireframes,
Photoshop Wireframes, Working Demo, etc}
= What answers your
questions about uncertainty
(with simple/actionable metrics)
founders@appsocial.ly angel.co/appsocially
PRODUCT
= What tells you what to build
= MVP
founders@appsocial.ly angel.co/appsocially
Daily process at our Product/
Growth Team:
1. Make Assumptions
2. Prioritize Assumptions
3. Build Product (MVPs) to
Validate Assumptions
founders@appsocial.ly angel.co/appsocially
1. We make assumptions by
describing a LEAN CANVAS.
LEAN Canvas
Date: {MM/DD/YYYY}
LEAN Canvas used by Janice Fraser at LUXR
CUSTOMER:

{Describe based on
validation or Assume}
SOLUTION:

{Describe based on
validation or Assume}
ENGINE OF GROWTH:
{VIRAL, STICKY, PAID}

!
{Describe based on
validation or Assume}
VALUE STREAM
{Describe based on
validation or Assume}

!
!
!
!
!
!
MARKET
STAKEHOLDERS:
{Describe based on
validation or Assume}
DISTRIBUTION:
{Describe based on
validation or Assume}
PROBLEM:

{Describe based on
validation or Assume}
VALUE PROP:

{Describe based on
validation or Assume}
REVENUE:

{Describe based on validation or Assume}
COST:
{Describe based on validation or Assume}
https://appsocial.ly hello@appsocial.ly
founders@appsocial.ly angel.co/appsocially
A Business Model is a
“snapshot of current
assumptions,” which needs to
be continuously validated.
founders@appsocial.ly angel.co/appsocially
All these 10 elements always
need to be validated, to be
more confident.
LEAN Canvas
Date: {MM/DD/YYYY}
LEAN Canvas used by Janice Fraser at LUXR
CUSTOMER:

{Describe based on
validation or Assume}
SOLUTION:

{Describe based on
validation or Assume}
ENGINE OF GROWTH:
{VIRAL, STICKY, PAID}

!
{Describe based on
validation or Assume}
VALUE STREAM
{Describe based on
validation or Assume}

!
!
!
!
!
!
MARKET
STAKEHOLDERS:
{Describe based on
validation or Assume}
DISTRIBUTION:
{Describe based on
validation or Assume}
PROBLEM:

{Describe based on
validation or Assume}
VALUE PROP:

{Describe based on
validation or Assume}
REVENUE:

{Describe based on validation or Assume}
COST:
{Describe based on validation or Assume}
https://appsocial.ly hello@appsocial.ly
founders@appsocial.ly angel.co/appsocially
Market changes
Competitors appear
Existing customers becomes
proficient
…
founders@appsocial.ly angel.co/appsocially
2. We prioritize assumptions
by
Cost/Time of validation 
Size on impact to growth.
founders@appsocial.ly angel.co/appsocially
3. We create a MVP CANVAS to
validate assumptions
MVP Canvas
MVP Canvas Version 1.1. Designed and Created by AppSocially in collaboration with RECRUIT Media Technology Labs in 2014.
Date: {MM/DD/YYYY}
https://appsocial.ly hello@appsocial.ly
Hypothesis / Assumption:
{Describe ...}
Engine of Growth: 

{Viral, Sticky, Paid}
What to Learn / Goal:
{Describe ...}
IMG
Type of MVP: 

{Interview Questions,
Handwritten Wireframes,
Photoshop Wireframes,
Working Demo, etc}
What to Build / How to Validate the Hypothesis with MVP: 

{Describe ...}
Criteria of Validation: 

{Simple Metric}
Cost of Developing
MVP: 

How much does it cost
to learn / validate? {2
Hours, 2 Days, 2 Weeks,
2 Months}, {$ YYY}
Time of Validating
Hypothesis w/ MVP: 

How quickly can you
validate / learn? {2
Hours, 2 Days, 2 Weeks,
2 Months}, {$ YYY}
Estimate of Future
Risk/Chance: 

How much does this
learning contribute to
growth? {Save $XXX,
Earn $YYY}
Result / What Actually Learned: {Describe ...}
founders@appsocial.ly angel.co/appsocially
MVP CANVAS is to
Know what to focus 
on a daily basis
Archive organizational
experience+knowledge 
of how to validate assumptions and make
decisions
Provide efficient+actionable
metrics 
for meetings and senior’s decisions
founders@appsocial.ly angel.co/appsocially
AppSocially
founders@appsocial.ly Angel.co/appsocially AppSocially
Y@APPSOCIAL.LY
ANGEL.CO/APPSOCIALLY
Thanks!

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