Last week Cheryl and I did a quick case study about Pinyadda‘s application of the lean startup mentality as part of the lean startup Boston meetup group. There’s a link to the video of the full presentation at the bottom of this post, but I thought I’d run through a couple of the key points  I tried to stress in talking about our experience that I think is worth saying again. But let me also be clear that these are my opinions and not necessarily part of the formal (or informal, for that matter) lean approach.

– Being lean is about doing things that make sense and about being efficient, not necessarily about following every step of the ‘methodology’ to a T.

The lean startup movement/philosophy/methodology has lots to teach businesses and entrepreneurs of all shapes and sizes, but it’s not a live-or-die guide to building a successful company. In building Pinyadda we’ve done some things a little backwards and maybe a few others a little out of order, but for us it’s become clear that being lean is about lightweight, fast product iteration and hands-on customer development. The exact methods we use to achieve these goals have changed and will continue to change and evolve along with us.

Did we smoke test hundreds of landing pages? No. Did we build a product with the absolute minimum feature set? No. Have we learned and improved by integrating customers early and continuously iterating based on their feedback? Yes. The main point here is that it’s a good idea to read and absorb as much as you can, but don’t drive yourself crazy trying to implement the latest and greatest trends. Every business will have different customers and different products that demand different tactics and different solutions. Do what’s best for you.

– Measurement takes many forms.

With most Web 2.0 – style products, what you’re building is not so much a ‘product’ in the traditional sense as an experience. In this vein, while it’s really important to measure things like clicks and actions and pageviews that can be quantified, it’s also important to realize that actions are often dictated by psychological and emotional reactions which cannot be easily quantified.

A careful reading of most lean materials will reveal that qualitative data (surveys, interviews, observations) can often be as useful or more useful than all the numbers in the world. There are certainly instances where the reverse is also true, but the main point is not to throw feedback out the window because it’s not numeric in nature. Some of the most important feedback we’ve ever received about Pinyadda has come in casual conversation over a few beers.

– There’s no magic button.

At first glance, it can seem like the lean startup approach makes for clean periods of structured action, where one piece fits nicely into the next. The truth is that it’s nearly impossible to suddenly declare yourself “done” with one stage and simply transition cleanly to the next step. Often (especially in the early stages) things are muddled and it’s very difficult to tell exactly where you are in the life-cycle of the company (this isn’t made any easier by the fact that most entrepreneurs are, by nature, somewhat delusional). And even if you can get a good sense for where you are, trying to plot a course into the next phase can be daunting.

Going back to the first point – there’s no formula for this stuff. We have a general idea about where Pinyadda stands with our customers and we’ve defined some tangible goals for ourselves that should manifest over the foreseeable term (for us, about 3-6 weeks at a time). But we don’t sit around wondering if we’re in Phase 1.3 or 1.4. Set a goal, use your core philosophies as a guide, and then do everything necessary to achieve it.

Here’s the video of the presentation. Thanks to Matthew Mamet of EditMe for the recording. Matt’s original post on the meetup is worth a read as well.

Boston Lean Startup Circle – Pinyadda from Matthew Mamet on Vimeo.

Tags: customer development, Design, Lean Startup, Product, product/market fit, Startups

This entry was posted on Tuesday, March 30th, 2010 at 8:00 pm and is filed under Product, Startups & Boston. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.