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Conquering Madison Ave as a Lean Startup @ LeanLA Meetup

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Robert Fan
Robert Fan

Presentation I gave at LeanLA about Sharethrough's tips and tricks, learnings from running the company as a Lean Startup

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Conquering as a Lean Startup
MEETUP CUSTOMER DEV Background • What industry are you in? What stage startup in you in? Lean Startup Experience • Do you know what customer development or MVP is? Burning Topics of Interest • What do you want to get out of this? Why did you come here?  
Guaranteed Video Views. Maximized Sharing.
THE PROBLEM In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
THE PROBLEM In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
THE PROBLEM In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
We guarantee views for brand videos.
THE SHARETHROUGH SOLUTION Repeatable • Social video ad products Scalable • Social publisher network Transparent • Optimization/reporting • Data and targeting 
IT’S ALL ABOUT THE SHARED VIEW
Shared Views are the Holy Grail View Length: Paid vs. Shared 100 75 % People 50 Shared Still Watching Pai 25 d 0 0s 12s 24s 36s 48s 60s 72s 84s 96s 108s Video Time Elapsed (seconds)
All-time Most Videos on Ad Age’s Viral Video Chart
Dentyne Pure - Epic Rap Battle 3.8MM Views Rockhard - Scarface School Play 5.4MM Views Features on MSNBC, Fox News, Good Morning America Modern Warfare 2 Butterfinger - I Like Big Butterfingers Everyone’s Doing It 4.2MM Views 1.5MM Views Muscle Milk - Sexy Pilgrim 4.5MM Views Features on WSJ, NYT, Metacafe, Break, Digg, Reddit GMC - Dude Perfect Cliff Shot Features on Buzzfeed, Digg, Tony Hawk Ride - Skateboarding Dog Plays Video Game Metacafe, USA Today 6.1MM Views Features on Kotaku, Joystiq, CollegeHumor, Yahoo, Break, Metacafe, MySpace Video
THE TEAM Team members from Stanford, Google,VideoEgg, Current TV, Feed Dan Greenberg Rob Fan CEO, Co-Founder CTO, Co-Founder Funded and advised by industry leaders Mike Maples Cali Tran Ron Conway Ron Steve Blank Auren Dave McClure Eric Ries Floodgate Northbridge Bouganim Hoffman Hundreds of forward-thinking customers
Roots in Facebook applications and viral video consulting.
How did startups do business before the concept of Lean?
OUR FIRST MVP 2 Hours of Development 20M Daily Active Users
CUSTOMER DEV GONE RIGHT The Story Take-Aways • Make your customer an internal hero • Find your early evangelists (good ones will want to “invest in you”) • Change your pitch/product to appropriate customer archetypes
pters/Earlyvangelists INSTITUTIONALIZING LEAN STARTUP The Revised Technology Adoption Life Cycle am tion. ossing the con- doption ed in five yer: Ea Ea La te rly rly La Inn Ma Ad Ma gag ova jor op jor rds ter ity tor ity s s We all want to cross the chasm. Figure 2: Moore’s Revised Technology Adoption Life Cycle Curve y adopters – How do we do this (i.e. how do we scale)? • Early majority – • Late majority – • Laggards – the first to pursue rely on benefits of new not interested in don’t want anything nology for its technology, but will technology per se; to do with technology; nsic benefits. wait for others to work waits for established uses technology when out the kinks. leader to emerge, buys it’s without knowledge de facto standard. of its existence.
Always visible customer archetype board
Paired programming on all stories
Daily scrums, Rotating pairs daily
Good amount of ping pong
KEY LEARNINGS Customer Development • Everyone does customer development • During training, new hires listen in on sales calls • New hires learn about the campaign trafficking process Agile Development • It’s all about discipline • All engineers work on the entire stack • Documentation and training handled via pairing • Visual status of build continuous integration (working toward continuous deployment)
IS THIS IT FOR LEAN STARTUP?
CHALLENGING THE ASSUMPTION lean user design customer agile/xp development development
Communicate with visuals instead of words
Low fidelity mocks solving a user’s pain
Stanford d.school whiteboards
Physical, visual, and transparent product communication
All teams co-located Frequent communication encouraged
LEAN USER DESIGN What’s the goal? • Iterative design • Get designers speaking the same language as Engineering and Business Some more practices • Designers “pair program” with engineers • Communicate with visuals instead of words Want to learn more? • http://luxr.co
WHAT’S DIFFERENT ABOUT A LEAN ADVERTISING STARTUP Cash is a vanity metric • Cash should be treated like user count • More cash doesn’t equal long-term equity value Lots of users, immediately. • All products need to instantly handle web scale Lifestyle or Venture scalable? • Easy to slip in to a consultancy or agency
LEAN STARTUP TIPS Figure out customer archetypes • You will save yourself much time and money Plan everything in terms of an MVP • Not just product, but also marketing material, sales plan, infrastructure Technology is a problem solver NOT the product • Great technology by itself doesn’t prove business models
Rob Fan rob@sharethrough.com twitter: rfan622 Chris Schreiber chris@sharethrough.com twitter: cousinchris http://sharethrough.com

More Related Content

Conquering Madison Ave as a Lean Startup @ LeanLA Meetup

  • 1. Conquering as a Lean Startup
  • 2. MEETUP CUSTOMER DEV Background • What industry are you in? What stage startup in you in? Lean Startup Experience • Do you know what customer development or MVP is? Burning Topics of Interest • What do you want to get out of this? Why did you come here?  
  • 3. Guaranteed Video Views. Maximized Sharing.
  • 4. THE PROBLEM In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
  • 5. THE PROBLEM In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
  • 6. THE PROBLEM In the time it takes you to read this, over 36 hours of videos were uploaded to YouTube.
  • 7. We guarantee views for brand videos.
  • 8. THE SHARETHROUGH SOLUTION Repeatable • Social video ad products Scalable • Social publisher network Transparent • Optimization/reporting • Data and targeting 
  • 9. IT’S ALL ABOUT THE SHARED VIEW
  • 10. Shared Views are the Holy Grail View Length: Paid vs. Shared 100 75 % People 50 Shared Still Watching Pai 25 d 0 0s 12s 24s 36s 48s 60s 72s 84s 96s 108s Video Time Elapsed (seconds)
  • 11. All-time Most Videos on Ad Age’s Viral Video Chart
  • 12. Dentyne Pure - Epic Rap Battle 3.8MM Views Rockhard - Scarface School Play 5.4MM Views Features on MSNBC, Fox News, Good Morning America Modern Warfare 2 Butterfinger - I Like Big Butterfingers Everyone’s Doing It 4.2MM Views 1.5MM Views Muscle Milk - Sexy Pilgrim 4.5MM Views Features on WSJ, NYT, Metacafe, Break, Digg, Reddit GMC - Dude Perfect Cliff Shot Features on Buzzfeed, Digg, Tony Hawk Ride - Skateboarding Dog Plays Video Game Metacafe, USA Today 6.1MM Views Features on Kotaku, Joystiq, CollegeHumor, Yahoo, Break, Metacafe, MySpace Video
  • 13. THE TEAM Team members from Stanford, Google,VideoEgg, Current TV, Feed Dan Greenberg Rob Fan CEO, Co-Founder CTO, Co-Founder Funded and advised by industry leaders Mike Maples Cali Tran Ron Conway Ron Steve Blank Auren Dave McClure Eric Ries Floodgate Northbridge Bouganim Hoffman Hundreds of forward-thinking customers
  • 14. Roots in Facebook applications and viral video consulting.
  • 15. How did startups do business before the concept of Lean?
  • 16. OUR FIRST MVP 2 Hours of Development 20M Daily Active Users
  • 17. CUSTOMER DEV GONE RIGHT The Story Take-Aways • Make your customer an internal hero • Find your early evangelists (good ones will want to “invest in you”) • Change your pitch/product to appropriate customer archetypes
  • 18. pters/Earlyvangelists INSTITUTIONALIZING LEAN STARTUP The Revised Technology Adoption Life Cycle am tion. ossing the con- doption ed in five yer: Ea Ea La te rly rly La Inn Ma Ad Ma gag ova jor op jor rds ter ity tor ity s s We all want to cross the chasm. Figure 2: Moore’s Revised Technology Adoption Life Cycle Curve y adopters – How do we do this (i.e. how do we scale)? • Early majority – • Late majority – • Laggards – the first to pursue rely on benefits of new not interested in don’t want anything nology for its technology, but will technology per se; to do with technology; nsic benefits. wait for others to work waits for established uses technology when out the kinks. leader to emerge, buys it’s without knowledge de facto standard. of its existence.
  • 19. Always visible customer archetype board
  • 20. Paired programming on all stories
  • 21. Daily scrums, Rotating pairs daily
  • 22. Good amount of ping pong
  • 23. KEY LEARNINGS Customer Development • Everyone does customer development • During training, new hires listen in on sales calls • New hires learn about the campaign trafficking process Agile Development • It’s all about discipline • All engineers work on the entire stack • Documentation and training handled via pairing • Visual status of build continuous integration (working toward continuous deployment)
  • 24. IS THIS IT FOR LEAN STARTUP?
  • 25. CHALLENGING THE ASSUMPTION lean user design customer agile/xp development development
  • 26. Communicate with visuals instead of words
  • 27. Low fidelity mocks solving a user’s pain
  • 29. Physical, visual, and transparent product communication
  • 30. All teams co-located Frequent communication encouraged
  • 31. LEAN USER DESIGN What’s the goal? • Iterative design • Get designers speaking the same language as Engineering and Business Some more practices • Designers “pair program” with engineers • Communicate with visuals instead of words Want to learn more? • http://luxr.co
  • 32. WHAT’S DIFFERENT ABOUT A LEAN ADVERTISING STARTUP Cash is a vanity metric • Cash should be treated like user count • More cash doesn’t equal long-term equity value Lots of users, immediately. • All products need to instantly handle web scale Lifestyle or Venture scalable? • Easy to slip in to a consultancy or agency
  • 33. LEAN STARTUP TIPS Figure out customer archetypes • You will save yourself much time and money Plan everything in terms of an MVP • Not just product, but also marketing material, sales plan, infrastructure Technology is a problem solver NOT the product • Great technology by itself doesn’t prove business models
  • 34. Rob Fan rob@sharethrough.com twitter: rfan622 Chris Schreiber chris@sharethrough.com twitter: cousinchris http://sharethrough.com