Chapter 4: Experiment Flashcards
What are the 3 steps to gain validated learning in an experiment?
- Create a Hypothesis. What do you believe is important to your business/What do you want to test?
- Design an experiment to directly test that hypothesis. Run the experiment and gather data
- Reflect on the data - Can you validate or reject your hypothesis?
Once again this is in contrast to the “Just do it” school of entrepreneurship.
What are the two critical kinds of hypotheses in a start-up?
- Value Hypothesis: Does the customer have the problem you are trying to solve? Does the product actually deliver Value
- Growth Hypothesis. How will the company grow once people start using the product?
We’ll unpack each of these, and how to test them, in the following chapters.
How did Zappos handle Lean startup?
Zappos stillede hypotesen: Er der stor efterspørgsel nok på sko køb online, til at drive forretning?
Det Zappos så gjorder var at gå ned i sko butikkerne og spørge om han måtte sælge deres sko på nettet for dem. På den måde brugte han så lidt mulige resurser på at teste hans hypotese.
Why was Zappos way of handling Lean startup better than asking people directly?
Ofte ved folk ikke hvad de ville have.
Hvis Henry ford havde spurgt folk hvad de ville have havde de svaret: “Hurtigere heste”
De 3 gode ting ved Zappos var:
1. Det havde mere præcis data om kunder fordi Zappos med et MVP kunne teste kunde adfærd
2. De puttede dem selv et sted hvor de blev nødt til at interragere med kunder og høre på deres behov og ris og ros. På den måde kunne de også få bedre indblik i hvad folk ville have.
3. De gjorder at de blev overraskede når kunder opførte sig på måder som de ikke forventede eller havde troet de ville gøre.
How did Village-Laundry-Service handle Lean startup?
De byggede et MVP for at teste deres Hypotese.
MVP: Det var en Pick-up truck med en vaskemaskine bagpå som kunne be/af-kræfte deres hypotese om at folk ville betale for at få vasket deres tøj
Why was the Village-Laundry-Service way of handling Lean startups better than asking people directly?
Fordi de kunne interragere direkte med kunder og få erfaringer med dem og se deres rigtige adfærd i stedet for at lave noget som de bare gik ud fra.
Hvilke simple principper fulgte “Village-Laundry-Service” og “Zappos”?
De formede en hypotese om deres kernekunders behov.
De byggede et MVP som kunne be/af-kræfte deres hypotese.
De studerede ægte kunde adfærd vha. deres MVP og ikke bare ved at spørge dem.
Fra denne basislinge kunne de eksperimentere videre.
Why is it better to run experiments with real-customer behavior than just asking them?
Because you will not know how “Real-customer behaviour” is. It’s hard to simulate. You simply can’t ask people about that.
Maybe they behave in a way you never expected.
What if the experiments show bad results?
That doesn’t mean it’s time to give up. It means you need to get comprehensive feedback on what you need to change or improve.
What if i gain positive results with my experiment?
Then you can start to invest more in your project.
For example, enlisting early adopters, and adding employees. To each further experiment or iteration and eventually, start building a product.
What question does Mark wants his team to answer before designing a product?
- Do consumers recognize that they have the problem you are trying to solve?
- If there was a solution, would they buy it?
- Would they buy it from us?
- Can we build a solution for that problem.
Unfortunately many jump to the fourth question and build it anyway.
When experimenting, what size of your market should you experiment with?
You should only experiment with a random sample. This is so you can laser focus on a small population and so it won’t get expensive.
How does Ries describe planning?
“Planning is a tool that only works in the presence of a long and stable operating history”
