This is short presentation I gave to the "Lean Startup & Effectuation night" held in Paris. I show how I applied Lean Startup and Effectuation principles in combination, at the early stage of this new venture.

1. An effectual and lean (young) story
http://www.meetup.com/lean-Startup-effectation/events/218590909/

2. What I do
• Product and Tech / associate
@mobileangelo
• Lean Product Management consultant
(Lean Startup principles for big corp.)
• Product Management association president
@WeDoPM

3. Kivahu : 30K€, 8 months
A******** : 250K€, 12 months
MobileAngelo ? : 2,5K€
Few fast crashes

4. Kivahu A******* Mobile Angelo
First
customer
contact
none 1 year 2 days
Money 30 K€ 250K€ 400 €
People 3 3 > 7 2 > 3
Position full time 0 > full time 0 > part time
Revenue 0 0 few K€ / months
Facts
(ballpark figures)

5. Recharge - Repair - Resell

6. It all began by an experience
I wanted to scale

7. Recharge

8. Repair

9. Resell

10. http://app.mobileangelo.fr

11. How I discovered Lean Startup
and Effectuation principles

12. Both are very simple at first look :

14. MEANS GOALS INTERACTIONS COMMITMENTS
NEW MEANS
NEW GOALS

15. Both aims at :
Start (and grow) a business
Be in control
Pivoting

16. Lean Startup :
BY EXPERIMENTING
(and adapting)
Effectuation :
BY INTERACTING
(and adapting)
How ?
Same philosophy. Different approach.

17. Common sense ?
Some people may think Lean Startup and
Effectuation are « common sense ».
But only people who have tried to build a startup
know that, in the middle of the storm, what is
lacking the most is « common sense » :)
So understanding these principles is fundamental.

18. So let’s review these principles
and how I’ve tried to apply them.

19. ‣ Agile Product Development
‣ Customer Development
‣ Scientific approach
‣ Waste reduction
‣ Use of commodities

20. Agile Product Development

21. Delivering the same value,
but with an increasing level of quality.

22. December 2013

23. June 2014

24. December 2014
+

25. Being agile, even with the content :)

26. December 13 June 14

27. Customer development

28. Client ? User ?
We chose our first « customers » by the shortest
feedback loop.
Unfortunately, people don’t break their iphones
that often, so we focused first on our partners (the
repairers) as our first client.
What could we sell them ?

29. Filtering our clients too
We moved from ‘any’ iPhone owner to
busy business people for whom their
device is critical.

30. Filtering our partners
We moved from
handymen to
professional iPhone
repairers.

31. 0
22,5
45
67,5
90
Exp 1 (qual.) Exp 2 (qual.) Exp 3 (qual.) Exp 4 (quant.)
55
1520
27 32
853
Positive Negative
How we are refining our partner base : more details on http://bit.ly/1CITALm

32. Use of commodities
• Wordpress
• WPEngine
• Strikingly
• Wufoo
• 99design
• Invision
• Mandrill
• Webhooks
• Slideshare
• Aircall
• iMessage
• 3Scale
• Run Above
• Twilio
• FrontApp
About 200€ / month

33. ‣ Means
‣ Affordable loss
‣ Co-creation partnership
‣ Leverage contingencies
‣ Control vs Predict

34. 1. Means
(Bird in hand)
November 2013
Let’s see if there is some demand and offer !
Who I am ? What I know ? Whom I know ?
Passionate maker
Former startuper
Unmet needs
SEM expert
One repairer

35. 2. Affordable loss
(focus on the downside risk)
November 2013
I had only few € to risk (and also my relationship)
+ +

36. 3. Co-creation partnership
(Patchwork kilt)
•My partner !
•Repairers
•Parts reseller
•Insurances
•Concierges
Meeting all these people changed our business a lot.

37. 4. Leverage contingencies
(make lemonade)
Not eligible to innovation
program ? let’s build innovation !
Some repairs are not satisfied
with our offer ? Let’s focus our
core customer base and grow it.

38. 5. Control vs Predict
(pilot in the plane)
•Staying focus on what
we do the best
•Avoiding distractive
business ideas

39. Typical success curve
1. Discovery
Product /
Market fit
traction
5+ years2+ years
value
creation
temps
2. Growth
growth
hyper growth /
scale B
A

40. What it actually looks likes
from the ground
B
A

41. What it looks likes from above
B
A

42. So many ways !
Is the line the shortest path ?
B
A

43. Discovery is always
longer than you imagine

44. We have to adapt

45. Nothing alike the « right » track
A
B

46. Back and forth between
Excitation and Anxiety

47. Lean Startup and Effectuation teach us to be in
control at any time, and stop predict the future.
So we have to move iteratively, step by step.
Keeping the vision intact, but focus on immediate
action and progress consistently.

48. A
B
Like an explorer :
don’t go further than
the danger zone.

49. A
B
And iterate.
A1

50. A
B
And iterate.
A1
A2

51. A
B
And make small mistakes.
A1
A2 A3

52. This is how we …
• Change our customers
several times,
• Changed our offers,
• Adapted our final target.

53. Cut
2+ ans
Problem /
Solution fit
Product /
Market fit

54. And cut again
Product /
Market fit
reduce
client risk
reduce
product risk
reduce
market risk
Not in a specific order

55. Specific to our business : focusing on one
area, proving the business then scale.

56. Next slides are pure
anticipation for Mobile
Angelo, but is based on
my past experiences.

57. Traction

58. We’ll need to adapt :
Will our vehicle
adapted
to this phase when we
reach it ?

59. Growth

60. We’ll need to adapt again
You don’t build
an A320 when
you need it. It
has to be
anticipated
(scale the
company)

61. For fun : my first MVP

62. Short story that summarizes
the best « Business »

63. Infos
• effectuation.org
• http://runninglean.co
• http://mooc.em-lyon.com

64. @mobileangelo
@ssacard
www.mobileangelo.fr