The Journey from POC to MVP to PMF: 5 things that every startup founder needs to know
The concept of a minimum viable product (MVP) is now pervasive. But it is not the only way to think about market development for new products. What’s the right way to be entrepreneurial, especially if you work in a highly regulated industry like finance? MVP reflects a widely acceptable view that innovation is often experimental, and perhaps nowhere more experimental than in the startup community where entrepreneurs are, in effect, building a hypothesis about a product and its suitability for the market. Product-Market Fit is an on older idea. It has much more fluidity about it – rather than proposing a series of iteration cycles it better reflects the reality of much entrepreneurship. Whatever the merits of product, and however aligned with customers, there is nonetheless an x factor that allows some products fly while others stay grounded. The challenge to startup growth can be the presence of oligopolies or market entry barriers that come from deeply entrenched incumbents. This is very much the case in financial services. To date very few startups have managed to breakthrough as alternative providers. The banking community, by and large, already has a tier of suppliers in its core system portfolio. Why would they need another? The answer is process model innovation. Banks, and financial service companies, need processes that radically reduce costs and, potentially, provide new services. But in a game where oligopolies still rule what do terms like MVP and Product Market Fit mean for startups? 1. Market Validation Andreessen is not the only one who has emphasized the importance of so-called product-market fit in determining a startup’s success or failure. Research from CBinsights supports this notion, finding that 42% of startup failures were due to a lack of market need. The lesson we can distill from this is, “don’t offer something people don’t want.” Essentially, those failed startups did not achieve market validation. Market validation is the way to confirm that your idea is a solution to a problem people actually have. Some business advisors define market validation as a survey distributed to specific user segments, testing their attachment to your solution. However, we take the view that market validation is not a single action or event, but the thread that ties your whole business model together from proof of concept (POC) to product-market fit (PMF). You don’t need a minimum viable product (MVP), or even a prototype, to start market validation. You just need an idea, open ears, and honest tongues. As soon as you have an idea you want to execute, you should talk about it! First, you can ask friends, family, and other founders and entrepreneurs you know. Then, to the greatest extent possible, reach outside of your network to hear from people that are more likely to give it to you straight. If you get to this point, and everyone has told you it’s a stupid idea, you should probably consider the possibility that it is, indeed, a stupid idea. If your idea is validated through your internal and external network, you should design and write a plan to continue market validation through your product development cycle. An initial step is to define your market. Who will be using your product? Whose pain point are you helping to alleviate? Here are some basic questions to help you construct customer profiles and define your market: What types of companies do potential customers work for? How big is the company? What is their job title? How will this product improve their lives/jobs? How can you find them? If you can answer these questions, you are on your way to defining your market. This will be helpful when you are ready to launch a beta and reach out to your potential users. But we’re getting ahead of ourselves! Before any testing: alpha, beta, or otherwise, you will need to prove your concept. 2. POC: Proof Of Concept A proof of concept (POC) is an exercise in which work is focused on determining whether an idea can be turned into a reality. A proof of concept is meant to determine the feasibility of the idea or to verify that the idea will function as envisioned. It is sometimes also known as proof of principle. A proof of concept is not intended to explore market demand for the idea, nor is it intended to determine the best production process. Rather, its focus is to test whether the idea is viable — giving those involved in the proof-of-concept exercise the opportunity to explore the idea’s potential to be developed or built. In software development, for example, a proof of concept would show whether an idea is feasible from a technology standpoint. For startups, a proof of concept would demonstrate financial viability. Developing a proof of concept generally requires some investment of time or other resources, such as supporting technologies or necessary physical components to complete. Going through this process, however, enables companies to determine an idea’s viability before putting production-level resources behind an untested idea. Developing a proof of concept can help a product owner to identify potential technical and logistical issues that might interfere with success. It also provides the opportunity for an organization to solicit internal feedback about a promising product or service, while reducing unnecessary risk and exposure and providing the opportunity for stakeholders to assess design choices early in the development cycle. The individual or team going through this process can then use a successful proof of concept to convince stakeholders, managers or investors that the idea is worth pursuing further. 3. Prototype — Demonstrate the “How” of your Software Project Prototyping is the fourth phase of both design thinking and design sprints. It’s an essential part of user experience (UX) design that usually comes after ideation, where you/your team have created and selected ideas that can solve users’ needs. In prototyping, you craft a simple experimental model of your proposed product so you can check how well it matches what users want through the feedback they give. You should consider prototyping from early on—using paper prototyping, if appropriate—so the feedback you gather from users can help guide development. The advantages of prototyping are that you: Have
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