Acclaim for THE LEAN STARTUP

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14 JOIN THE MOVEMENT I n the past few years, the Lean Startup movement has gone global. The number of resources available for aspiring entrepreneurs is incredible. Here, I’ll do my best to list just a few of the best events, books, and blogs for further reading and further practice. The rest is up to you. Reading is good, action is better. The most important resources are local. Gone are the days where you had to be in Silicon Valley to nd other entrepreneurs to share ideas and struggles with. However, being embedded in a startup ecosystem is still an important part of entrepreneurship. What’s changed is that these ecosystems are springing up in more and more startup hubs around the world. I maintain an ocial website for The Lean Startup at http://theleanstartup.com, where you can nd additional resources, including case studies and links to further reading. You will also nd links there to my blog, Startup Lessons Learned, as well as videos, slides, and audio from my past presentations. Lean Startup Meetups Chances are there is a Lean Startup meetup group near you. As of this writing, there are over a hundred, with the largest in San Francisco, Boston, New York, Chicago, and Los Angeles. You can nd a real-time map of groups here: http://leanstartup.meetup.com/. You can also nd a list of cities where people are interested in starting a new group, and tools to set one up
yourself. The Lean Startup Wiki Not every Lean Startup group uses Meetup.com to organize, and a comprehensive list of events and other resources is maintained by volunteers on the Lean Startup Wiki: http://leanstartup.pbworks.com/ The Lean Startup Circle The largest community of practice around the Lean Startup is happening online, right now, on the Lean Startup Circle mailing list. Founded by Rich Collins, the list has thousands of entrepreneurs sharing tips, resources, and stories every day. If you have a question about how Lean Startup might apply to your business or industry, it’s a great place to start: http://leanstartupcircle.com/ The Startup Lessons Learned Conference For the past two years, I have run a conference called Startup Lessons Learned. More details are available here: http://sllconf.com REQUIRED READING Steve Blank’s book The Four Steps to the Epiphany is the original book about customer development. When I was building IMVU, a dog-eared copy of this book followed me everywhere. It is an indispensable guide. You can get a copy here: http://ericri.es/FourSteps or read my review of it here: http://www.startuplessonslearned.com/2008/11/what-is-customerdevelopment.html. Steve also maintains an active and excellent
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Acclaim for THE LEAN STARTUP
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—Geoffrey Moore, author, Crossing
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Copyright © 2011 by Eric Ries All
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Contents Cover Title Page Copyright
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Introduction S top me if you’ve h
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can be engineered by following the
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product vision. These supposed xes
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entrepreneurship, the movement has
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have neither. The second problem is
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shooting in the dark. We are relyin
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Part One VISION
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previous time in history. This has
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manufacturing is measured by the pr
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Every new version of a product, eve
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Products change constantly through
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2 DEFINE WHO, EXACTLY, IS AN ENTREP
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ecosystem regardless of company siz
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In 2009, a startup decided to try s
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accountable. In other words, cultiv
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signicant number of existing custom
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3 LEARN A s an entrepreneur, nothin
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ventures that had failed, and we we
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moving parts that we had to cut a l
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Out of desperation, we decided to t
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eight.” We had no idea how many i
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eliminate it has allowed lean compa
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trying to convince investors, emplo
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gathered suggested new experiments
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entrepreneur in residence. I’ve a
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FROM ALCHEMY TO SCIENCE The Lean St
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1. It had more accurate data about
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nicely. Yet despite all that work,
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second time? How many are willing t
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finding justified the significant e
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them to dry, which takes two to sev
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and innovation to make the agency m
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have the opportunity to closely mon
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Part Two STEER
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This Build-Measure-Learn feedback l
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objectively; they are also invaluab
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spent. In other words, Facebook als
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The problem with analogies like thi
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the biggest market opportunities in
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To demonstrate, take a look at the
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conversations were designed to answ
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6 TEST G roupon is one of the faste
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At IMVU, when we were raising money
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Most entrepreneurs approach a quest
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made a video. The video is banal, a
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sign up for a new service sight uns
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city?” and the technology flails.
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with humans replicating pieces of t
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we are not even sure who the custom
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quality products, but only in servi
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of these cases, there is an easy so
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7 MEASURE A t the beginning, a star
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changes we’ve made are related to
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For example, a startup might create
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INNOVATION ACCOUNTING AT IMVU Here
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This graph represents approximately
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might, we were getting straight C
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When I meet with those teams, there
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much more exciting. That’s why I
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important connection: “I have thi
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equirements of the product owner (t
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was judged by its ability to improv
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The questioning inspired the team t
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I have implemented this system with
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Even more important than reducing w
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from their actions. Human beings ar
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metrics, “auditable,” is so ess
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8 PIVOT (OR PERSEVERE) E very entre
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1. Customers would be interested en
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easy; it is to make sure that there
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@2gov had a slightly dierent set of
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leap-of-faith questions, David conc
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the U.S. population and has deliver
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pivot or persevere, whether to chan
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THE PIVOT OR PERSEVERE MEETING The
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2. The game would grow using the vi
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not launched its current product, t
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A customer segment pivot is an espe
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incorrectly as a synonym for change
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Value Capture Pivot There are many
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similar to that of a successful com
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Part Three
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Start Your Engines Most of the deci
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accounting method described in Part
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is so named because it has a batch
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producers. Over time, that capabili
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they immediately would release a ne
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in consumer electronics. The latest
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Small Batches in Education Not ever
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change, you could roll it out immed
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The original version had been years
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warehouses immediately shrink, as t
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This has enabled Alphabet Energy to
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THE STARTUP WAY
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companies had used their early succ
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We saw in Part Two how important it
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suited to testing the value hypothe
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and its speed is determined by a si
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Imagine that the rst company uses G
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those were all services the company
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ying out of the factory as fast as
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Chapter 6 emphasized the importance
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11 ADAPT W hen I was the CTO of IMV
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eward extreme polarization, that’
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what we have learned to get to work
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Page 291 and 292: Acknowledgments I owe a tremendous
Page 293 and 294: Telepathy, designed and built the w
Page 295: About the Author ERIC RIES is an en
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