Key Takeaways: -Learn what are adaptive products and how to build them -Discover ways of leveraging adaptive products to unlock personalized customer experiences -How to use data loops to continuously optimize and improve these products

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5. Zero to one phase
Vamsi Korlepara
5/15/2021

6. Overview
▪ My Story
▪ What is Zero to one phase
▪ Why is it important today
▪ Elements of Zero to one phase
▪ Experiment
▪ Customers
▪ Measure
▪ Perform or pivot
▪ Key takeaways
2

7. My Story
3
▪ I am Vamsi, Senior Product Manager for
Microsoft Teams
▪ I have 10+ years of background in tech and
consulting industries
▪ PM experience spans pre-MVP-staged,
matured, and hyper growth products

8. Disclaimer
4
▪ The following content represents my views and not that of Microsoft’s or any of my past employers’

9. What is zero to one phase
5
Forming value
hypothesis
Build Validate Iterate PMF
Market analysis Pitch/fund raising
Growth
Geo
expansion
…
Getting to 0 phase
O → 1 phase
1 → ∞ phase

10. Why is it important today?
Why is it important today
▪ Frequent market disruptions
▪ Frequent competitive/existential
threats
▪ Incumbent/market leaders being
replaced at rapid pace
6
A successful 0→ 1 start-up venture
that went on to become more
valuable than the incumbents
A successful 0→ 1 intrapreneurial
venture that went on to make
Microsoft suite much stronger

11. Elements of 0→1 phase
Experiments Customers Measure Perform/Pivot
7
E C M P
Inspired from the book “The Lean Startup”

12. 8
• Think big, start small
• Break your core hypothesis
into several experiments
• Measure and ruthlessly
remove failed experiments
Experiments
Product/
feature/
business
Hypothesis
n
Experiments
Build
Measure
Evaluate
Inspired from the book “The Lean Startup”

13. 9
Customers
Who
• Where there is acute need for problem you are trying to solve
• Where the customer might be betting on your idea/product to achieve
their objectives
• Where there is a good relationship with the customer
• Where customer has good brand pull
When
• Right in your planning, hypothesizing phase
• Keep showing progress, engage at regular milestones to keep them
motivated, involved, and for them to feel a sense of partnership
How
• Do un-scalable customer acquisition through direct channels
• White glove flighting to deeply understand the needs
Solving for 1 … will help you get next 5
Solving for 5 … will help you get next 20
Solving for 20 ….

14. 10
• Go beyond vanity metrics like MAU, DAU,
etc.
• Identify key actions and measure
• Measure funnel metrics to understand
drop-offs across Awareness, Acquisition,
Activation, Retention, Revenue
Measure
4.3
2.5
3.5
4.5
2.4
4.4
1.8
2.8
2 2
3
5
Category 1 Category 2 Category 3 Category 4
Series 1 Series 2 Series 3

15. Perform/Pivot
Is the MVP
not sticking –
then, pivot
Is the MVP
sticking –
then,
perform
11

16. When do you know you are
ready for growth 1→∞
12
https://pmfsurvey.com/demo
Consumer products SaaS IW products
SaaS business apps (CRM, workflow, …)

17. To summarize..
ONE:
Break your
hypothesis into n
experiments
TWO:
Choose your early
adopters
THREE:
Run experiments,
measure, iterate
FOUR:
Perform or pivot
FIVE:
Measure retention
and engagement to
leapfrog to growth
13

18. How this fits into the whole puzzle..
14
Forming value
hypothesis
Build Validate Iterate PMF
Market analysis Pitch/fund raising
Growth
Geo
expansion
…
Getting to 0 phase
O → 1 phase
1 → ∞ phase
Build product team
Build partnerships
Build growth team
Build sales, mkt, ops …teams

19. Thank You LinkedIn
https://www.linkedin.com/
in/vamsikorlepara/
15

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