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HOW TO
FIND YOUR
PRODUCT
MARKET FIT
1. Who are we?
2. Path to Product-Market Fit
3. What are Early Adopters?
4. Who are yours?
5. Where can you find them?
Age...
WHO AM
I?
WHO ARE
WE?
My Background
18 months
Discovered
Lean Startup
ThingsWeStart
Success
Mentor Around the World
San Francisco
San Juan
Seattle
Lincoln
Calgary
Singapore
Barcelona
Paris
London
Sydney
Zagreb
San ...
LET’S
CELEBRATE
PUERTO RICO
Mentor Around the World
San Francisco
San Juan
Seattle
Lincoln
Calgary
Singapore
Barcelona
Paris
London
Sydney
Zagreb
San ...
Startup Accelerators
Curriculum
Mentor
Speaker
Fortune 1000
?’s
1. Who are we?
2. Path to Product-Market Fit
3. What are Early Adopters?
4. Who are yours?
5. Where can you find them?
Age...
Validation you can achieve
your goals, by deliverying a
product at
scale.
Product-Market Fit?
Where do you
start?
What tests do
you run?
Questions
How do you run
them?
?
?
?
?
What do you do with
the results?
?
?
FOCUS
Framework
1. Concrete steps
Validation Roadmap
1 2
3 4
5
6
…
2. Orders the steps
3. Instructions & tools
for each st...
FOCUS Framework
PATH TO
PRODUCT-
MARKET
FIT
Finding Early Adopters
Offer Testing
Currency Testing
Utility Testing
Scaling
FOCUS
FOCUS
Framework
1. Concrete steps
Path to Product-Market Fit
1 2
3 4
5
6
…
2. Orders the steps
3. Instructions & tools
for...
FOCUS Framework
FINDING
EARLY
ADOPTERS
?’s
EXERCISE #1:
DECLARING
VICTORY!
WHY DECLARE
VICTORY?
1. MAKES EVERYTHING
EASIER
2. MEASURE: ARE YOU ON
THE RIGHT TRACK?
Validation you can achieve
your goals, by deliverying a
product at
scale.
Product-Market Fit
1/10/15
Virtual lean startup
peer groups
Early stage intra- &
entrepreneurs
$1mm in the bank
secure Justin Wilcox
1/10/15
Virtual lean startup
peer groups
Early stage intra- &
entrepreneurs
10
Founder victories
declared
accomplished Justin Wilcox
1/10/15
Virtual lean startup
peer groups
Early stage intra- &
ent...
$2mm In profit
?’s
EXERCISE #2:
IDEA
GENERATION
WHY IDEA
GENERATION?
1. IF YOU DON’T HAVE A
COMPANY/PRODUCT IDEA
2. IF YOU DO…WHAT IF
YOU’RE WRONG?
Validation you can achieve
your goals, by deliverying a
product at
scale.
Product-Market Fit?
FUNDED
STARTUPS
FAIL
WHY?
BUILD
GREAT
PRODUCTS
WHY?
BUILD
GREAT
PRODUCTS
Customers don’t
buy products.
Customers buy
solutions to
problems.
PATH TO
PRODUCT
MARKET FIT
ISN’T
PAVED
WITH
PRODUCTS
ISN’T
PAVED
WITH
IDEAS
IT’S
PAVED
WITH
PROBLEMS
Developer
Startup founder
Seahawks fan
“Doesn’t exercise
enough”
Works from home
Partner dancer
Speaker/educator
Long-term...
Speaker/educator
Long-term boyfriend
Meditator
Only child living away
from aging parents
Frequent traveler
Soccer player
D...
Speaker/educator
Long-term boyfriend
Meditator
Only child living away
from aging parents
Frequent traveler
Soccer player
D...
?’s
1. FOCUS: Path to Product-Market
Fit
2. You Defined Victory
A. Personal
B. Team
3. Created a plan (w/ backups)
Quick Summa...
Takeaways
1. Who are we?
2. Path to Product-Market Fit
3. What are Early Adopters?
4. Who are yours?
5. Where can you find them?
Age...
5 Min Break
1. Who are we?
2. Path to Product-Market Fit
3. What are Early Adopters?
4. Who are yours?
5. Where can you find them?
Age...
EXERCISE #3:
CUSTOMER
STORMING &
ROLE-IZING
WHY?
1. 1ST STEP IN FINDING YOUR EARLY
ADOPTERS…WHO ARE YOUR
OPTIONS?
2. MAKE SURE YOUR SEGMENTS
ARE REAL
3. START THE NIC...
“TheFacebook”
Google
$1mm In the bank How do I do Lean Startup?
Startup founders
Startup curious corporates
Failed founders
High school teacher...
?’s
EXERCISE #4:
WHAT ARE
EARLY
ADOPTERS?
Diffusion of Innovation
Early
Adopters
Early
Majority
Late
Majority
Laggards
Success
Startup founders
“Not sure how to apply Lean Startup”
Started reading
Lean Startup
Takes free courses
online
Filling out B...
“Not sure how to apply Lean Startup”
Just started reading
Lean Startup
Takes free courses
online
Filling out Business
Mode...
WHAT ARE EARLY
ADOPTERS?
“Paying” to Solve It
Know they Have It
Have the problem
CUSTOMERS WHO…
WHERE ARE YOURS?
Externally
Observable
Behavior
Tweets about Lean Startup Machine
Reviews online courses
Leaves feedback o...
Repeat
Segments 2-5
?’s
1. Role-ized your customers
2. Defined Early Adopters
3. Identified your Early Adopters
4. Discovered where to find them
Q...
Takeaways
5 Min Break
1. Who are we?
2. Path to Product-Market Fit
3. What are Early Adopters?
4. Who are yours?
5. Where can you find them?
Age...
What’s Next?
SCALE YOUR
SEGMENTS
WHY?
1. TEST ONE SEGMENT AT A
TIME
2. WHICH ONE?
SCALE
CustomerDevLabs.com/scale
SCALE your Segments
S C A L E
Description
Segments
3 =
2 =
1 =
3 =
2 =
1 =
3 =
2 =
1 =
3 =
2 =
1 =
3 =
2 =
1 =
ize
T-shirt...
TheFocusFramework.com
Finding Early
Adopters
Offer Testing
FOCUS
U
F
C
U
Product-Market Fit Roadmap
C
O
F
O
S
Currency Testing
Utility Testing
S...
?’s
BEFORE
YOU
GO
BONUS #1
FINDING
EARLY
ADOPTERS
FREE!
EMAIL:
customerDevLabs.com/h3
BONUS #2
40
FOCUSPR
Sun. Nov. 22nd
1. Who are we?
2. Path to Product-Market Fit
3. What are Early Adopters?
4. Who are yours?
5. Where can you find them?
Wha...
Takeaways
HOW TO
FIND YOUR
PRODUCT
MARKET FIT
Justin@CustomerDevLabs.com
40
FOCUSPR
Sun. Nov. 22nd
How to find product market fit
How to find product market fit
How to find product market fit
How to find product market fit
How to find product market fit
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How to find product market fit Slide 1 How to find product market fit Slide 2 How to find product market fit Slide 3 How to find product market fit Slide 4 How to find product market fit Slide 5 How to find product market fit Slide 6 How to find product market fit Slide 7 How to find product market fit Slide 8 How to find product market fit Slide 9 How to find product market fit Slide 10 How to find product market fit Slide 11 How to find product market fit Slide 12 How to find product market fit Slide 13 How to find product market fit Slide 14 How to find product market fit Slide 15 How to find product market fit Slide 16 How to find product market fit Slide 17 How to find product market fit Slide 18 How to find product market fit Slide 19 How to find product market fit Slide 20 How to find product market fit Slide 21 How to find product market fit Slide 22 How to find product market fit Slide 23 How to find product market fit Slide 24 How to find product market fit Slide 25 How to find product market fit Slide 26 How to find product market fit Slide 27 How to find product market fit Slide 28 How to find product market fit Slide 29 How to find product market fit Slide 30 How to find product market fit Slide 31 How to find product market fit Slide 32 How to find product market fit Slide 33 How to find product market fit Slide 34 How to find product market fit Slide 35 How to find product market fit Slide 36 How to find product market fit Slide 37 How to find product market fit Slide 38 How to find product market fit Slide 39 How to find product market fit Slide 40 How to find product market fit Slide 41 How to find product market fit Slide 42 How to find product market fit Slide 43 How to find product market fit Slide 44 How to find product market fit Slide 45 How to find product market fit Slide 46 How to find product market fit Slide 47 How to find product market fit Slide 48 How to find product market fit Slide 49 How to find product market fit Slide 50 How to find product market fit Slide 51 How to find product market fit Slide 52 How to find product market fit Slide 53 How to find product market fit Slide 54 How to find product market fit Slide 55 How to find product market fit Slide 56 How to find product market fit Slide 57 How to find product market fit Slide 58 How to find product market fit Slide 59 How to find product market fit Slide 60 How to find product market fit Slide 61 How to find product market fit Slide 62 How to find product market fit Slide 63 How to find product market fit Slide 64 How to find product market fit Slide 65 How to find product market fit Slide 66 How to find product market fit Slide 67 How to find product market fit Slide 68 How to find product market fit Slide 69 How to find product market fit Slide 70 How to find product market fit Slide 71 How to find product market fit Slide 72 How to find product market fit Slide 73 How to find product market fit Slide 74 How to find product market fit Slide 75 How to find product market fit Slide 76 How to find product market fit Slide 77 How to find product market fit Slide 78 How to find product market fit Slide 79 How to find product market fit Slide 80 How to find product market fit Slide 81 How to find product market fit Slide 82 How to find product market fit Slide 83 How to find product market fit Slide 84 How to find product market fit Slide 85 How to find product market fit Slide 86 How to find product market fit Slide 87 How to find product market fit Slide 88 How to find product market fit Slide 89 How to find product market fit Slide 90 How to find product market fit Slide 91 How to find product market fit Slide 92 How to find product market fit Slide 93 How to find product market fit Slide 94 How to find product market fit Slide 95 How to find product market fit Slide 96 How to find product market fit Slide 97
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How to find product market fit

  1. 1. HOW TO FIND YOUR PRODUCT MARKET FIT
  2. 2. 1. Who are we? 2. Path to Product-Market Fit 3. What are Early Adopters? 4. Who are yours? 5. Where can you find them? Agenda
  3. 3. WHO AM I?
  4. 4. WHO ARE WE?
  5. 5. My Background 18 months
  6. 6. Discovered Lean Startup
  7. 7. ThingsWeStart
  8. 8. Success
  9. 9. Mentor Around the World San Francisco San Juan Seattle Lincoln Calgary Singapore Barcelona Paris London Sydney Zagreb San Francisco San Juan Seattle Lincoln Calgary Singapore Barcelona Paris London Sydney Zagreb
  10. 10. LET’S CELEBRATE PUERTO RICO
  11. 11. Mentor Around the World San Francisco San Juan Seattle Lincoln Calgary Singapore Barcelona Paris London Sydney Zagreb San Francisco San Juan Seattle Lincoln Calgary Singapore Barcelona Paris London Sydney Zagreb
  12. 12. Startup Accelerators
  13. 13. Curriculum Mentor Speaker
  14. 14. Fortune 1000
  15. 15. ?’s
  16. 16. 1. Who are we? 2. Path to Product-Market Fit 3. What are Early Adopters? 4. Who are yours? 5. Where can you find them? Agenda
  17. 17. Validation you can achieve your goals, by deliverying a product at scale. Product-Market Fit?
  18. 18. Where do you start? What tests do you run? Questions How do you run them? ? ? ? ? What do you do with the results? ? ?
  19. 19. FOCUS Framework 1. Concrete steps Validation Roadmap 1 2 3 4 5 6 … 2. Orders the steps 3. Instructions & tools for each step
  20. 20. FOCUS Framework
  21. 21. PATH TO PRODUCT- MARKET FIT
  22. 22. Finding Early Adopters Offer Testing Currency Testing Utility Testing Scaling FOCUS
  23. 23. FOCUS Framework 1. Concrete steps Path to Product-Market Fit 1 2 3 4 5 6 … 2. Orders the steps 3. Instructions & tools for each step
  24. 24. FOCUS Framework
  25. 25. FINDING EARLY ADOPTERS
  26. 26. ?’s
  27. 27. EXERCISE #1: DECLARING VICTORY!
  28. 28. WHY DECLARE VICTORY? 1. MAKES EVERYTHING EASIER 2. MEASURE: ARE YOU ON THE RIGHT TRACK?
  29. 29. Validation you can achieve your goals, by deliverying a product at scale. Product-Market Fit
  30. 30. 1/10/15 Virtual lean startup peer groups Early stage intra- & entrepreneurs
  31. 31. $1mm in the bank secure Justin Wilcox 1/10/15 Virtual lean startup peer groups Early stage intra- & entrepreneurs
  32. 32. 10 Founder victories declared accomplished Justin Wilcox 1/10/15 Virtual lean startup peer groups Early stage intra- & entrepreneurs
  33. 33. $2mm In profit
  34. 34. ?’s
  35. 35. EXERCISE #2: IDEA GENERATION
  36. 36. WHY IDEA GENERATION? 1. IF YOU DON’T HAVE A COMPANY/PRODUCT IDEA 2. IF YOU DO…WHAT IF YOU’RE WRONG?
  37. 37. Validation you can achieve your goals, by deliverying a product at scale. Product-Market Fit?
  38. 38. FUNDED STARTUPS FAIL
  39. 39. WHY?
  40. 40. BUILD GREAT PRODUCTS
  41. 41. WHY?
  42. 42. BUILD GREAT PRODUCTS
  43. 43. Customers don’t buy products. Customers buy solutions to problems.
  44. 44. PATH TO PRODUCT MARKET FIT
  45. 45. ISN’T PAVED WITH PRODUCTS
  46. 46. ISN’T PAVED WITH IDEAS
  47. 47. IT’S PAVED WITH PROBLEMS
  48. 48. Developer Startup founder Seahawks fan “Doesn’t exercise enough” Works from home Partner dancer Speaker/educator Long-term boyfriend Meditator Only child living away from aging parents Microsoft employee Boat owner Wake boarder Options trader Swing dancer Golfer Skier Frequent traveler Soccer player Drive thru worker Under resourced children Entrepreneurs in developing regions Existentially anxious Young developers Female entrepreneurs
  49. 49. Speaker/educator Long-term boyfriend Meditator Only child living away from aging parents Frequent traveler Soccer player Drive thru worker entrepreneurs 1 Million $ in the bank Startup founders “How do I do Lean?” Under resourced kids limited career options Meditators existential angst
  50. 50. Speaker/educator Long-term boyfriend Meditator Only child living away from aging parents Frequent traveler Soccer player Drive thru worker entrepreneurs 1 Million $ in the bank Startup founders “How do I do Lean?” Under resourced kids limited career options Meditators existential angst
  51. 51. ?’s
  52. 52. 1. FOCUS: Path to Product-Market Fit 2. You Defined Victory A. Personal B. Team 3. Created a plan (w/ backups) Quick Summary
  53. 53. Takeaways
  54. 54. 1. Who are we? 2. Path to Product-Market Fit 3. What are Early Adopters? 4. Who are yours? 5. Where can you find them? Agenda
  55. 55. 5 Min Break
  56. 56. 1. Who are we? 2. Path to Product-Market Fit 3. What are Early Adopters? 4. Who are yours? 5. Where can you find them? Agenda
  57. 57. EXERCISE #3: CUSTOMER STORMING & ROLE-IZING
  58. 58. WHY? 1. 1ST STEP IN FINDING YOUR EARLY ADOPTERS…WHO ARE YOUR OPTIONS? 2. MAKE SURE YOUR SEGMENTS ARE REAL 3. START THE NICHING PROCESS
  59. 59. “TheFacebook”
  60. 60. Google
  61. 61. $1mm In the bank How do I do Lean Startup? Startup founders Startup curious corporates Failed founders High school teachers Professors Consultants Internal training departments Accelerators Innovation leaders at companies CEOs CMOs Funded founders Community leaders Community organizations Economic development teams Corporate Incubators Founders /w full-time jobs Serial entrepreneurs High school FBLA advisors Entrepreneurship Profs. Startup education organization’s content directors Leaders civic economic development team Directors Corporate Incubators Innovation Consultants Accelerator Director Seed funded founder Series A funded founder Startup community leader
  62. 62. ?’s
  63. 63. EXERCISE #4: WHAT ARE EARLY ADOPTERS?
  64. 64. Diffusion of Innovation Early Adopters Early Majority Late Majority Laggards Success
  65. 65. Startup founders “Not sure how to apply Lean Startup” Started reading Lean Startup Takes free courses online Filling out Business Model Canvas Goes to free Lean Meetups Success Start
  66. 66. “Not sure how to apply Lean Startup” Just started reading Lean Startup Takes free courses online Filling out Business Model Canvas Goes to free Lean Meetups Goes to Lean Startup Machine Pays for online courses Goes to Lean Startup Conf. Makes calls on Clarity Buy’s Ash’s Book Enrolls in Founder Institute Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  67. 67. WHAT ARE EARLY ADOPTERS? “Paying” to Solve It Know they Have It Have the problem CUSTOMERS WHO…
  68. 68. WHERE ARE YOURS? Externally Observable Behavior Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group
  69. 69. Repeat Segments 2-5
  70. 70. ?’s
  71. 71. 1. Role-ized your customers 2. Defined Early Adopters 3. Identified your Early Adopters 4. Discovered where to find them Quick Summary
  72. 72. Takeaways
  73. 73. 5 Min Break
  74. 74. 1. Who are we? 2. Path to Product-Market Fit 3. What are Early Adopters? 4. Who are yours? 5. Where can you find them? Agenda
  75. 75. What’s Next?
  76. 76. SCALE YOUR SEGMENTS
  77. 77. WHY? 1. TEST ONE SEGMENT AT A TIME 2. WHICH ONE?
  78. 78. SCALE CustomerDevLabs.com/scale
  79. 79. SCALE your Segments S C A L E Description Segments 3 = 2 = 1 = 3 = 2 = 1 = 3 = 2 = 1 = 3 = 2 = 1 = 3 = 2 = 1 = ize T-shirt sizing Large Medium Small Founders who go to Lean Events Entre. Profs. who use “All In Startup” Innovation consultants at Lean Conferences Incubator directors at Lean Conferences 2 1 1 1 urrency How much of the thing you need, do they have? A lot Some A little 1 2 3 3 ccess If the product was ready, how quickly could you get currency? Days Weeks Months 3 2 2 2 ove How much do you want to serve this group for the next 5 years? A lot Some Not at all 3 2 1 1 arly Adopters How much data do you have they are trying to solve this problem? A lot Some None 3 2 3 2 Total Score Multiply the columns. Don’t add them. 54 16 18 12 Founders who go to Lean Events 54
  80. 80. TheFocusFramework.com
  81. 81. Finding Early Adopters Offer Testing FOCUS U F C U Product-Market Fit Roadmap C O F O S Currency Testing Utility Testing Scaling
  82. 82. ?’s
  83. 83. BEFORE YOU GO
  84. 84. BONUS #1
  85. 85. FINDING EARLY ADOPTERS FREE!
  86. 86. EMAIL: customerDevLabs.com/h3
  87. 87. BONUS #2
  88. 88. 40 FOCUSPR Sun. Nov. 22nd
  89. 89. 1. Who are we? 2. Path to Product-Market Fit 3. What are Early Adopters? 4. Who are yours? 5. Where can you find them? What we Covered
  90. 90. Takeaways
  91. 91. HOW TO FIND YOUR PRODUCT MARKET FIT Justin@CustomerDevLabs.com
  92. 92. 40 FOCUSPR Sun. Nov. 22nd
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