The MVP is ready — now what? It’s time to put the acceptance and impact of your solution to the test. In this phase, you will collect important data that will help you make well-founded decisions for further development.
You’ve come to the right place if …
- you want to found an impact startup or are already in the middle of it with your team.
- you can clearly identify your target group as well as the problem, solution and impact.
- you have developed a validated prototype.
- you have received initial evidence of the impact of your offer at outcome level.
- you have identified a market for your offering and developed an initial business model.
- you have developed a Minimal Viable Product (MVP).
- you can ensure the impact measurement of your offer at outcome level.
Not quite ready yet?
Then select the appropriate chapter here
This chapter helps to …
- Collect feedback on your MVP directly from the target group.
- Recognize problems in the development of the offering.
- collect data on output and outcome indicators when measuring impact.
- to check how your solution is scalable.
This is about the target group that will benefit from your solution. In other words, the focus is on making the solution more effective and socially relevant .
We deal with the business-oriented and financial area here.
Test accessibility and acceptance of the MVP
Is your MVP really accessible and convincing for your target group? Test it with your pilot customers and test users to identify weaknesses and gain valuable insights for improvements. The following four steps will help you do this.
1. defines clear test objectives
First of all, you should define clear goals for your tests. Do you want to test a website, an app, a workshop or a consultation? You can use both qualitative tests to collect feedback on the user experience and identify weaknesses, as well as quantitative tests to collect measurable data such as dwell time or success with tasks. This data can also serve as benchmarks for your project.
2. recruits participants
You then recruit suitable participants. Ideally, you should draw on early adopters who represent your target group — see the section “From prototype to impact: building a sustainable business model for an impact startup”. For meaningful results, it is advisable to select five to ten test subjects per target group segment.
Target group vs. customers
In the Lean Impact Journey we differentiate between the target group when we deal with the impact model and the product and customers when it comes to the business model.
How you use these two terms for your startup depends on what your solution consists of. In this playbook, the target group is defined as people who use the solution on the one hand and those who benefit from the solution on the other.
Depending on the solution, the target group can combine both. If it does not do this for you, you should test your MVP with test subjects from both groups.
3. creates a test scenario and tasks
Then create realistic test scenarios that show how your MVP will be used and formulate appropriate tasks. Make sure that the scenarios are realistic and relevant and formulate them clearly, precisely and measurably. Also consider whether the tests should take place in a lab, remotely or in the participants’ everyday lives. Make sure that all the necessary tools and materials are prepared.
4. performs the test
During the tests, ask participants to speak their thoughts out loud while using the MVP. Observe closely how they interact with it and document your findings so that you can make targeted improvements.
User tests
User testing originally comes from the software sector, but can be transferred very well to non-technology-based innovations. Here are some adaptations and suggestions on how you can apply the method:
- Speak of participants or the target group instead of users.
- Consider elements or aspects of your solution instead of functions.
- Uses physical prototypes, role-playing games or simulations instead of digital interfaces.
- Formulate realistic scenarios in which your solution can be used.
How quickly does your MVP create added value?
To check the efficiency of your solution, you can calculate the Time To Value (TTV) . The TTV shows how long it takes for your target group to derive the first tangible added value from your solution. It helps you to measure the efficiency of your MVP and identify weaknesses.
1. defines the added value, starting point and end point
Clarify what added value means for your target group. This can be, for example, the achievement of a goal, the use of a core function or a gain in knowledge.
Determine when the time measurement begins — for example, when registering, logging in, purchasing or participating and define when the added value becomes noticeable, for example by solving a problem or successfully using your offer.
2. measure the time and calculate the average
Captures the time span between the start and end point with tracking tools. Google Analytics or heat maps are suitable for technical solutions, for example, while Excel sheets or participant tracking are also helpful for non-technical offers.
Example: A participant registers at 9 am and carries out the first successful action at 11 am.
TTV = 2 hours.
Add up the TTV of all participants and divide the value by their number. Example: A needs 2 hours, B 4 hours and C 3 hours.
Average TTV = (2 + 4 + 3) / 3 = 3 hours.
3. segments the data
Examines differences between different groups or scenarios in order to identify optimization potential. Example: How do the TTVs of new and existing customers differ?
Optimization with A/B tests
An effective method for improving your MVP is the use of A/B tests. You create two different versions of your solution and test which one is better received by the target group. In order to obtain meaningful results, you present both groups with the respective versions and collect specific data. For example, you can record the preferences, understanding or expectations of the participants. You can use these findings to make adjustments to your MVP.
Here are some examples of questions:
| Preference | Which variant do you like better and why? |
| Understanding | What message does variant A/B convey? |
| Utilization | How likely is it that you will carry out [Aktion]? |
| Emotion | What feelings does variant A/B trigger in you? |
| Improvements | What would you change to make variant A/B better? |
| Context | In which situation would you prefer variant A/B? |
| Comparison | What differences do you notice between the variants? |
| Open questions | Which variant is more suited to your needs and why? |
Carry out pilot measurements of your effect
How does your MVP show real impact? You can use pilot measurements to check the impact on levels 1 to 6 of the impact ladder. Use targeted questions and tracking tools to make successes visible and further develop the MVP.
1. implements tracking tools
Choose suitable software or methods for data collection (e.g. surveys, databases, analysis tools). It is important that data collection is integrated into your processes.
Possible recording methods are:
- Quantitative data collection: e.g. counts of specific services and products, measurements of activities and target groups reached, structured observations
- Qualitative methods: e.g. partially standardized or open interviews, observations, document analysis, before and after surveys
Ideally, in the previous chapter “Developing an MVP: Testing solutions for impact start-ups under real conditions” you have already drawn up a data collection plan. If not, go back here.
2. checks the MVP on the basis of the impact ladder
To check whether your MVP achieves success on levels 1 to 6 of the effect ladder, you can ask the following questions in the test, for example:
| Stage 1 — Activities take place as planned | Were you able to use all the planned elements of the MVP? Were there any technical problems or obstacles during use? |
| Stage 2 — Target groups are reached | How did you hear about our solution? Do you feel part of the target group? |
| Level 3 — Target groups accept offers | How satisfied are you with the solution overall? Would you continue to use/re-use the solution? |
| Stage 4 — Target groups change awareness or skills | What new things have you learned by using our solution? Has our solution changed your view of [relevantes Thema]? Do you have more opportunities or motivation to apply what you have learned after using our solution? |
| Stage 5 — Target groups change their actions | Have you changed anything in your everyday life/work as a result of our solution? What concrete steps have you taken after using our solution? |
| Stage 6 — Target groups’ life situation changes | How has your personal/professional situation improved as a result of using our solution? What specific improvements in your life can you attribute to our solution? |
Next chapter: Financing strategy
You have systematically tested your MVP, obtained feedback and reviewed its impact in order to optimize it. Before you learn from the results and decide to make adjustments to the MVP and the impact logic, we recommend developing a financing strategy.
We will tackle this in the next chapter . At the end, you can subject them to a reality check together with your MVP.