By publishing his book Lean Startup, Eric Ries initiated in 2008 a market research method with the same name. A real movement and philosophy developed around the following idea: creation and development stem from need.
Lean Startup consists of a process divided into three stages: construction, measurement and learning. Indeed, it is first of all a question of setting up a prototype, then collecting the opinions of consumers to finally make the product evolve according to the feedback received.
Thus Lean Startup is mainly characterized by its iterative dimension: the process does not stop until customers are fully satisfied with the product. Through this method, the company enters a virtuous cycle that allows constant innovation. The mandatory validation of the prototype after testing also encourages us to act quickly and above all, intelligently before investing large sums of money. In this way, Lean Startup significantly reduces the risks for the company.
In order to optimize the efficiency of the process, Ash Maurya proposes Lean Canvas, a list of problems, solutions, key metrics and competitive advantages that need to be taken into consideration before launching the method. These preliminary questions include, for example, those of clients, costs and issues at stake.
Lean Startup allows the company to be to the market realities and also promotes the company’s relationship with customers through listening and adaptation.