Introduction - Getting lean (37 minutes)
- Course Overview
- Join our community on Slack!
- Lean in five minutes
- The Lean Mindset
- What is an MVP?
- Climbing MVP mountain
- ACTIVITY: How would you MVP?
- PRACTICE: How would you MVP?
- Section 1 Review Material
- QUIZ: Do you understand the basics of Lean?
- Review sheets, resources, activities - all in one PDF!
Getting even leaner (optional) (39 minutes)
- Should I watch this section? *WATCH ME*
- Fakin' it on the Serengeti
- Makin' it on the Serengeti
- The "M" conundrum
- Crucial strategy for MVPs
- Section 2 Review Material
- Test your knowledge of MVPs and MVP strategies
Setting up your experiment (70 minutes)
- Intro to Airbasket and Docs to Go
- Smell test
- FOLLOW ALONG: Smell test with Airbasket
- PRACTICE: Sniff test your ideas
- Crafting your hypothesis
- FOLLOW ALONG: Airbasket's hypothesis
- PRACTICE: Craft hypotheses for real companies
- Identifying your riskiest assumption
- FOLLOW ALONG: Riskiest assumption for Airbasket
- PRACTICE: Can you pick the riskiest assumption?
- Setting your minimum criteria for success
- FOLLOW ALONG: Minimum Criteria for success for Airbasket
- Section 3 Review Material
- Assembling the perfect experiment
Identifying your target market (63 minutes)
- Drill down on potential customers
- FOLLOW ALONG: Drill down on potential customers for Airbasket
- Triage your list down to three
- FOLLOW ALONG: Triage a list of three for Airbasket
- Customer segmentation
- FOLLOW ALONG: Customer segmentation for Airbasket
- User personas
- FOLLOW ALONG: User personas for Airbasket
- PRACTICE: Create some user personas
- Section 4 Review Material
- The basics of identifying your customers
Competitive analysis (73 minutes)
- Intro to competitive analysis
- Three rules of competitive analysis
- Searching for competitors
- Using Alerts to keep tabs on competitors
- FOLLOW ALONG: Searching for Airbasket competitors
- The seven criteria for judgement
- Stalking your competitors: Get data-y with SEMRush
- Stalking your competitors: SpyFu, Angellist, Crunchbase, & more
- Stalking your competitors: Sentiment analysis and the fluffy stuff
- Putting it all together and building a narrative
- Red oceans and blue oceans
- Approve/Deny - Competitive analysis
- Section 5 Review Material
- The tenants of good competitor stalking
Lean customer development (158 minutes)
- What are customer interviews and why do we do them?
- The drill down list
- Building a hit list
- Finding people to interview - Same problem people
- Finding people to interview - Influencers, competitors
- Finding people to interview - Forums, commenters, everyone else
- Finding interviewees for the lazy man
- FOLLOW ALONG: Finding interviewees for Airbasket
- How to get them to talk
- Mass emailing with Streak
- How to run a customer interview correctly
- My customer interview template
- Now what?
- Approve/Deny - Customer interviews
- FOLLOW ALONG: Airbasket: Customer #1 interview
- FOLLOW ALONG: Airbasket interview #2
- FOLLOW ALONG: Airbasket interview discussion #2
- Section 6 Review Material
- Can you run a Lean interview?
Creating your pitch experiment (89 minutes)
- What's a pitch experiment?
- Landing page 101
- Conceptualizing your hook
- Using a headline template
- Calls to action
- Features and benefits
- Three levels of validation
- Getting setup in Launchrock
- OPTIONAL: Customizing your page with Canva
- FOLLOW ALONG: How I set up my Launchrock for Airbasket
- Subjective vs. objective and the importance of both
- Section 7 Review Material
- Landing pages, copywriting, CSPs, and more
Pitching to soft targets (49 minutes)
- What's duct tape marketing?
- Why we don't message our friends
- The game plan
