April 12th 2012
Running Lean. Iterate from plan A to a plan that works. Ash Maurya.2012. ISBN 9781449305178. Part of the LEAN series which started with The Lean Start-up. This is the workbook for the The Lean Start-up and more. Lean development rose out of the AGILE camp and remains a major POV for the technology development sector. My interest comes from experience with companies that start into AGILE but, fail to implement it in their management structure/style. This LEAN series is a good way to start on changing how to manage companies who are innovators. A very few folks are writing about adopting AGILE techniques in sales and marketing , but it will come. A few key bullets for me from this very clear and well written book.
- Build only the Minimum Value Product – always testing customer response.
- Look for Minimum Marketing Features (what customers value – and you would write up)
- Use Kanban charts ( from The Toyota Way ) to organize and constrain workflow
- Done = validated with learning from customers
- Measure product marketing fit all the time.
On Freemium (he is not a fan) :
- Delays learning about what price buyers will pay
- Low or no conversion – give away too much
- Lengthens validation cycle
- Shift focus to wrong metric – signups vs retention
- Low signal to noise ration – what is important feedback
- Free users are not free – account for free users as a marketing expense
Mailchimp started with a paid version and after much time backed into a free one. Users should easily outgrow a free plan. This is LinkedIn’s issue. IMHO. Buy this book and The Lean Startup.
- Running Lean by Ash Maurya (instigatorblog.com)
- Why practice trumps theory for entrepreneurs (business.financialpost.com)
- The One Simple Task That Will Help Your Startup Succeed (entrepreneur.com)
- The Different Worldviews of a Startup by Ash Maurya (rocketbuilders.blogspot.com)
- Get Your Customers to Want to Pay Even Before Building Your Product. from Spark59 Blog by Ash Maurya (rocketbuilders.blogspot.com)
- Don’t Ask Customers What They’ll Pay. Tell Them. by Ash Maurya (rocketbuilders.blogspot.com)
- There’s Plan A, and then there’s the plan that will become your business (radar.oreilly.com)
- Excerpt from Running Lean: Iterate from Plan A to a Plan That Works (boingboing.net)
- 5 Tips to Be a Lean, Agile Inbound Marketer (hubspot.com)
- Using Lean To Find Marketing Attributes (pr.typepad.com)
- The Lean Startup. How today’s entrepreneurs use continuous innovation to create radically successful businesses. Eric Ries. (regnordman.com)
- The Lean Startup. How today’s entrepreneurs use continuous innovation to create radically successful businesses. Eric Ries.
- The $100 Startup. Chris Guillemeau.
- Freemium is not a strategy. Pricing part 10.
- Zero to One. Notes on startups, or now to build the future. Peter Thiel.
- How to Say It:Business to Business Selling. Geoffrey James.