NIKKEI COMPUTER’s Seminar (07.17.2014)
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The document presents a seminar by Yusuke Takahashi, CEO of Appsocially, emphasizing the importance of customer development over product creation. It discusses strategies for growth, focusing on retention and referral as key components, along with the importance of building minimum viable products (MVPs) for validating assumptions. The presentation includes insights on effective growth hacking principles and methodologies for startups.
NIKKEI COMPUTER’s Seminar (07.17.2014)
- 1. [email protected] Angel.co/[email protected] http://appsocial.ly Customers & MVPs for Growth! Presented on July 17th, 2014 at Leaning Square Shimbashi, Tokyo, JAPAN for NIKKEI COMPUTER’s Seminar Yusuke Takahashi, PhD, Founder & CEO, AppSocially
- 3. [email protected] http://appsocial.ly 高橋 雄介（たかはし ゆうすけ） 11998800年生まれ。慶應義塾大学総合政 策学部卒業、同大学大学院政策・メディ ア研究科修士課程修了。22000088年同大 学院後期博士課程単位取得退学。博士 ((政策・メディア))。 AAppppSSoocciiaallllyy IInncc.. 創業者CCEEOO。専門は、データベース、 知識ベース、マルチメディアデータベー スとその応用、カスタマーデベロップ メント。TTeecchhCCrruunncchh JJaappaann、 GGrroowwtthhHHaacckkeerr..jjpp、日経BBPP等でグ ロース・ハックやモバイルについての 記事を執筆中。
- 4. [email protected] Angel.co/appsociallyテキスト トップ ソリューション動向 ワールドリポート ワールドリポート サンフランシスコという舞台に集まる起業家、サイエン ティストが成⻑⾧長に⽋欠かせない存在に 2014.04.23 ⽶米AppSocially 創業者兼CEO ⾼高橋 雄介 ⽶米サンフランシスコのソーマ地区にある、ビッグデータの分析・可視化サービスを⼿手 掛ける「Keen IO」の本社に2014年年4⽉月中旬、データサイエンティストなどが集まっ た。「Happy Data Hour」と呼ぶこの会合はビールを⽚片⼿手にベンチャーの起業や業 界について意⾒見見を交換し合うのが⽬目的である。「セールス・フォース・ドットコム」 や、最近⽶米グーグルに買収され話題となった学習機能付きのサーモスタットを作る 「ネスト」、クラウドメールの「センドグリッド」などのデータサイエンティストな データ活⽤用で成⻑⾧長戦略略を描く。この編集⽅方針の下、 Webサイトや⽉月刊誌、セミナーを通じて情報をお届け します。 詳しくはこちら search 無料料メールマガジン登録
- 10. [email protected] Angel.co/appsocially スマホアプリをどこで発見しましたか？ 0% 18% 35% 53% 70% Source: Nielsen, Q3 2011 ストアでの検索 友だちや家族から聞いて メディアで観て テレビ広告で観て アプリ内広告で観て 9% 6% 9% 52% 63% 13%13% 17% 61% 63% iOS AppStore Android Market AppSocially Problem [email protected] Angel.co/appsocially
- 11. [email protected] Angel.co/appsociallyCase Study: Unda 友達招待機能 (INVITE) インセンティブ付招待機能 (REFERRAL)
- 13. [email protected] Angel.co/appsociallyREFERRAL +REWARDS Shingo Hagiwara Bryan Davis Alex Miller Aki Nishiyama Invite Invite Resend
- 14. [email protected] angel.co/appsocially Contents Introduction 1. What Growth is about 2. RRRAA for Product/Growth Teams 3. MVP Canvas for Daily Growth Focus Discussion
- 15. [email protected] angel.co/appsocially SUMMARY Develop Customers, NOT product Focus on Retention+Referral (RRRAA) Build MVPs, NOT products (MVP Canvas)
- 16. [email protected] angel.co/appsocially 1. WHAT GROWTH IS ABOUT
- 17. [email protected] angel.co/appsociallyWHAT GROWTH IS ABOUT 1. First, Growth is NOT about product, but customers.
- 18. [email protected] angel.co/appsocially Steve Blank teaches us to “get our to the building,” to focus on customers before creating the product. Photo: Startup Grind
- 19. [email protected] angel.co/appsociallyWHAT GROWTH IS ABOUT 2.Growth is NOT about tactics, but product.
- 20. [email protected] angel.co/appsocially Too many information flows through timeline, and we feel as if we got it, with just 3 lines of summary, without reading the source and practicing it by ourselves.
- 21. [email protected] angel.co/appsocially Great achievements, results and tactics come to our attention on timelines, but there are much more efforts and failures behind them.
- 22. [email protected] angel.co/appsociallyWHAT GROWTH IS ABOUT 3.Growth is NOT about acquisition, but retention referral.
- 23. [email protected] Angel.co/appsociallyWHAT GROWTH IS ABOUT [email protected] Angel.co/appsocially Acquisition Activation Retention Referral Revenue
- 24. [email protected] Angel.co/appsociallyWHAT GROWTH IS ABOUT [email protected] Angel.co/appsocially Source: Yahoo! Finance
- 25. [email protected] Angel.co/appsociallyWHAT GROWTH IS ABOUT [email protected] Angel.co/appsocially Source: Yahoo! Finance
- 26. [email protected] Angel.co/appsociallyWHAT GROWTH IS ABOUT [email protected] Angel.co/appsocially Acquisition Activation Retention Referral Revenue
- 27. [email protected] angel.co/appsociallyWHAT GROWTH IS ABOUT 1. First, Growth is NOT about product, but customers. 2.Growth is NOT about tactics, but product. 3.Growth is NOT about acquisition, but retention referral.
- 28. [email protected] angel.co/appsocially 2. RRRAA FOR PRODUCT/GROWTH TEAMS
- 30. [email protected] angel.co/appsociallyRRRAA AARRR Acquisition Activation Retention Referral Revenue AARRR FOR PIRATES by DAVE MCCLURE
- 31. [email protected] Angel.co/appsociallyBusiness Model イメージ図 Source: http://500hats.typepad.com/500blogs/2007/06/internet-market.html
- 32. [email protected] angel.co/appsociallyRRRAA Customer’s Point of View Product/Growth Team’s Point of View
- 33. [email protected] angel.co/appsociallyRRRAA Customer’s Point of View Product/Growth Team’s Point of View
- 35. [email protected] angel.co/appsociallyRRRAA RRRAA Retention Referral Revenue Activation Acquisition RRRAA by YUSUKE TAKAHASHI
- 36. [email protected] angel.co/appsociallyRRRAA RRRAA Retention Referral Revenue Activation Acquisition RRRAA by YUSUKE TAKAHASHI
- 37. [email protected] angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI RRRAA 満足して使い続けてくれる顧客がどれくらいいるのか？ 友達を巻き込んでくれるほど満足して使い続けてくれる顧客が どれくらいいるのか？ 来訪した(潜在)顧客に対して製品の価値が、的確にかつスムーズ に伝えられているか？ お金を払ってくれるほど満足して使い続けてくれる顧客がどれく らいいるのか？ 未来訪の(潜在)顧客に対して製品の価値が、的確にかつスムーズ に伝えられているか？
- 38. [email protected] angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI STARTUP PYRAMID PROBLEM/SOLUTION FIT PRODUCT/MARKET FIT GROWTH / SCALE TRANSITION TO GROWTH
- 39. RRRAA [email protected] Angel.co/appsocially STARTUP PYRAMID 1. Product/Market Fitに執拗にフォーカス ๏ ユーザのうち少なくとも40%から「その製品がなくては困る」 と言われること ! 2. グロース期への移行期 ๏ ユーザ分析機能を実装／必須のベネフィットを特定／効果的な フックにベネフィットを配置／ビジネスモデルを最適化／コン バージョンを最適化／グロースチームを採用 ! 3. グロース期 ๏ 企業カルチャーとしてのグロース ๏ 正しいスキルと人材（デザイナー、コピーライター、データ、 願わくばエンジニア） ๏ インスピレーション、プロセス、粘り強さ、幸運 by Sean Ellis
- 40. [email protected] angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI GROWTH STAGES Value Growth Growth Hacking = Observational Science
- 41. テキスト [email protected] Angel.co/appsocially GROWTH STAGES 1. 製品自体の価値を確認する ! 2. 製品自体の価値によりグロースする ๏ まずは、製品自体の真の価値によりグロースする ! 3. グロースハックにより、製品自体の価値によ るグロースを最適化する ๏ グロースハックは、観察科学だ ๏ 機能の設計が、新しいマーケティングだ by Keith Rabois
- 42. [email protected] angel.co/appsociallyRRRAA RRRAA by YUSUKE TAKAHASHI CUSTOMER DEVELOPMENT Customer Discovery Customer Validation Customer Creation Company Building
- 44. [email protected] angel.co/appsociallyWHAT GROWTH IS ABOUT ”A startups is an organization formed to search for a scalable and repeatable business model.” Source: Steve Blank Steve Blank, Author of “The 4 Steps to the Epiphany,” Serial Entrepreneur.
- 45. [email protected] Angel.co/[email protected] http://[email protected] http://appsocial.ly
- 46. [email protected] angel.co/appsociallyRRRAA LEAN STARTUPS by ERIC RIES LEAN STARTUP Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean Fast Iteration to Lean
- 47. [email protected] angel.co/appsociallyRRRAA LEAN STARTUPS by ERIC RIES
- 48. [email protected] angel.co/appsociallyWHAT GROWTH IS ABOUT ”A startups is an scientific experiment.” Source: Eric Ries:Lean Startup” Eric Ries, Author of “THE LEAN STARTUP”
- 49. [email protected] Angel.co/[email protected] http://[email protected] http://appsocial.ly Source: http://www.slideshare.net/clevergirl/ux-and-the-lean-startup-for-general-audiences-crushing-the-boulder-kellogg-edition
- 50. [email protected] Angel.co/[email protected] http://[email protected] http://appsocial.ly Source: Eric Ries:Lean Startup” Eric Ries, Author of “THE LEAN STARTUP”
- 51. [email protected] angel.co/appsociallyRRRAA FOR PRODUCT/GROWTH TEAMS AARRR Acquisition Activation Retention Referral Revenue Retention Referral Activation Acquisition P/S Fit P/M Fit Transition to Growth Growth / Scale Customer Descovery Customer Validation Customer Creation Company Building RRRAA STARTUP PYRAMID GROWTH STAGES CUSTOMER DEVELOPMENT LEAN STARTUP R Revenue R R R Value Growth Growth Hack = Observational Science
- 52. [email protected] angel.co/appsocially 3. MVP CANVAS FOR DAILY GROWTH FOCUS
- 53. [email protected] angel.co/appsocially How we create a product: 1. Hit on the Idea 2. Build its Product 3. Ship for Customers to Lean/ Fail Repeat
- 54. [email protected] angel.co/appsocially How we should create a product: 1. Meet Customers to know their problem 2. Build a Product (MVP) which validates assumptions 3. Measure if it solved their problem (= Repeat from 1)
- 55. [email protected] angel.co/appsocially What’s the product?
- 56. [email protected] angel.co/appsocially PRODUCT = What you build to create a product.
- 57. [email protected] angel.co/appsocially PRODUCT = What validates assumptions {Interview Questions, Handwritten Wireframes, Photoshop Wireframes, Working Demo, etc} = What answers your questions about uncertainty (with simple/actionable metrics)
- 58. [email protected] angel.co/appsocially PRODUCT = What tells you what to build = MVP
- 59. [email protected] angel.co/appsocially Daily process at our Product/ Growth Team: 1. Make Assumptions 2. Prioritize Assumptions 3. Build Product (MVPs) to Validate Assumptions
- 60. [email protected] angel.co/appsocially 1. We make assumptions by describing a LEAN CANVAS.
- 61. LEAN Canvas Date: {MM/DD/YYYY} LEAN Canvas used by Janice Fraser at LUXR CUSTOMER: {Describe based on validation or Assume} SOLUTION: {Describe based on validation or Assume} ENGINE OF GROWTH: {VIRAL, STICKY, PAID} ! {Describe based on validation or Assume} VALUE STREAM {Describe based on validation or Assume} ! ! ! ! ! ! MARKET STAKEHOLDERS: {Describe based on validation or Assume} DISTRIBUTION: {Describe based on validation or Assume} PROBLEM: {Describe based on validation or Assume} VALUE PROP: {Describe based on validation or Assume} REVENUE: {Describe based on validation or Assume} COST: {Describe based on validation or Assume} https://appsocial.ly [email protected]
- 62. [email protected] angel.co/appsocially A Business Model is a “snapshot of current assumptions,” which needs to be continuously validated.
- 63. [email protected] angel.co/appsocially All these 10 elements always need to be validated, to be more confident.
- 64. LEAN Canvas Date: {MM/DD/YYYY} LEAN Canvas used by Janice Fraser at LUXR CUSTOMER: {Describe based on validation or Assume} SOLUTION: {Describe based on validation or Assume} ENGINE OF GROWTH: {VIRAL, STICKY, PAID} ! {Describe based on validation or Assume} VALUE STREAM {Describe based on validation or Assume} ! ! ! ! ! ! MARKET STAKEHOLDERS: {Describe based on validation or Assume} DISTRIBUTION: {Describe based on validation or Assume} PROBLEM: {Describe based on validation or Assume} VALUE PROP: {Describe based on validation or Assume} REVENUE: {Describe based on validation or Assume} COST: {Describe based on validation or Assume} https://appsocial.ly [email protected]
- 65. [email protected] angel.co/appsocially Market changes Competitors appear Existing customers becomes proficient …
- 66. [email protected] angel.co/appsocially 2. We prioritize assumptions by Cost/Time of validation Size on impact to growth.
- 67. [email protected] angel.co/appsocially 3. We create a MVP CANVAS to validate assumptions
- 68. MVP Canvas MVP Canvas Version 1.1. Designed and Created by AppSocially in collaboration with RECRUIT Media Technology Labs in 2014. Date: {MM/DD/YYYY} https://appsocial.ly [email protected] Hypothesis / Assumption: {Describe ...} Engine of Growth: {Viral, Sticky, Paid} What to Learn / Goal: {Describe ...} IMG Type of MVP: {Interview Questions, Handwritten Wireframes, Photoshop Wireframes, Working Demo, etc} What to Build / How to Validate the Hypothesis with MVP: {Describe ...} Criteria of Validation: {Simple Metric} Cost of Developing MVP: How much does it cost to learn / validate? {2 Hours, 2 Days, 2 Weeks, 2 Months}, {$ YYY} Time of Validating Hypothesis w/ MVP: How quickly can you validate / learn? {2 Hours, 2 Days, 2 Weeks, 2 Months}, {$ YYY} Estimate of Future Risk/Chance: How much does this learning contribute to growth? {Save $XXX, Earn $YYY} Result / What Actually Learned: {Describe ...}
- 69. [email protected] angel.co/appsocially MVP CANVAS is to Know what to focus on a daily basis Archive organizational experience+knowledge of how to validate assumptions and make decisions Provide efficient+actionable metrics for meetings and senior’s decisions
- 70. [email protected] angel.co/appsocially AppSocially [email protected] Angel.co/appsocially AppSocially [email protected] ANGEL.CO/APPSOCIALLY Thanks!