We live in an age of unparalleled opportunity for innovation. We’re building more products than ever before, but most of them fail—not because we can’t complete what we set out to build, but because we waste time, money, and effort building the wrong product. What we need is a systematic process for quickly vetting product ideas and raising our odds of success.
In this inspiring book, Ash Maurya takes you through an exacting strategy for achieving a "product/market fit" for your fledgling venture, based on his own experience in building a wide array of products from high-tech to no-tech. Throughout, he builds on the ideas and concepts of several innovative methodologies, including the Lean Startup, Customer Development, and bootstrapping.
Table of Contents
- Running Lean: Iterate from Plan A to a Plan That Works
- Praise for Running Lean, Second Edition
What Is Running Lean?
- Why Are Startups Hard?
- Is There a Better Way?
- What Will This Book Teach You?
- Is This Book for You?
- How Is This Book Organized?
- About Me
- What Is Running Lean?
- Step 1: Document Your Plan A
- Step 2: Identify the Riskiest Parts of Your Plan
- Step 3: Systematically Test Your Plan
- 2. Running Lean Illustrated
- 1. Meta-Principles
II. Document Your Plan A
3. Create Your Lean Canvas
- Brainstorm Possible Customers
Sketching a Lean Canvas
- Problem and Customer Segments
- Unique Value Proposition
- Revenue Streams and Cost Structure
- Key Metrics
- Unfair Advantage
- Now It’s Your Turn
- 3. Create Your Lean Canvas
III. Identify the Riskiest Parts of Your Plan
- 4. Prioritize Where to Start
5. Get Ready to Experiment
- Assemble a Problem/Solution Team
Running Effective Experiments
- Maximize for Speed, Learning, and Focus
- Identify a Single Key Metric or Goal
- Do the Smallest Thing Possible to Learn
- Formulate a Falsifiable Hypothesis
- Validate Qualitatively, Verify Quantitatively
- Make Sure You Can Correlate Results Back to Specific Actions
- Create Accessible Dashboards
- Communicate Learning Early and Often
- Applying the Iteration Meta-Pattern to Risks
IV. Systematically Test Your Plan
- 6. Get Ready to Interview Customers
7. The Problem Interview
- What You Need to Learn
- Testing the Problem
- Formulate Falsifiable Hypotheses
- Conduct Problem Interviews
- Do You Understand the Problem?
8. The Solution Interview
- What You Need to Learn
- Testing Your Solution
- Testing Your Pricing
- Formulate Testable Hypotheses
- Conduct Solution Interviews
- Do You Have a Problem Worth Solving?
- 9. Get to Release 1.0
- 10. Get Ready to Measure
- 11. The MVP Interview
- 12. Validate Customer Lifecycle
- 13. Don’t Be a Feature Pusher
14. Measure Product/Market Fit
- What Is Product/Market Fit?
- The Sean Ellis Test
- Focus on the “Right” Macro
- What About Revenue?
- Have You Built Something People Want?
- What About the Market in Product/Market Fit?
- 15. Conclusion
A. Bonus Material
- How to Build a Low-Burn Startup
- Why Premature Fundraising Is a Form of Waste
- How to Achieve Flow in a Lean Startup
- How to Set Pricing for a SaaS Product
- How to Build a Teaser Page
- How to Get Started with Continuous Deployment
- How to Build a Conversion Dashboard
- About the Author
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