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WEBINAR
The 3 Most Common
Mistakes Smart
Entrepreneurs Make
Building their MVP

Amy Jo Kim, Ph.D.
co-founder, Shufflebrain
Is this you? Are you eager to:
• accelerate your early design process?
• find exactly the right early customers?
• build a compelling, stripped-down MVP?
Welcome
I’m glad 

you’re here
What You Will Learn Today
The 3 most common MVP mistakes
smart entrepreneurs make — 

and how to avoid them
As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignited
I found another way to play
I developed my coop design skills
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and insights into Game Thinking
Amy Jo Kim, Ph.D.
• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
• Social Game Designer
• Entrepreneur
• Startup Coach
3 common
MVP
mistakes
- & how to
avoid ‘em
Listening to the wrong feedback1
Early conversations can
be really important. We
thought we knew what
the answers would be -
and we were WRONG.

Jesse Schell
CEO, Schell Games
building

next-generation 

brain games
My Startup Journey
building a 

next-generation
collaboration tool
Bob’s Startup Journey
building a 

fashion game
with real brands
Covet Fashion Journey
Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
RESULTS

3 key
activity patterns
Crossing the Chasm

Geoffrey Moore, 1991
Everett Rogers, 1961
Innovation
Diffusion
Theory
To cross 

the chasm…
Find & delight
a few passionate
early customers
the fans out
there are
entertaining us,
the developers,
with their
creations!
Will Wright
designer, The Sims
Find & leverage
your Super Fans
Slack came to life as 

a collaboration tool
for a distributed team
building a co-op game
solve a real problem for a small group
Early adopters will put
up with cost and ridicule
for innovations that meet
real needs.
Erika Hall
Author, Just Enough Research
TIP: get early feedback from the right people
Waiting too long to prototype2
If you’ve created a game
design document longer
than five pages, you’re
already on the wrong
track.
Erin Hoffman
Lead Designer, GlassLabs
DANGER falling
in love
with
your
idea
if you can’t
prototype your
idea, you cripple
your learning
prototyping is the fast path to learning
discover what DOESN’T work
as early as possible
building a 

next-generation
collaboration tool
Bob’s Startup Journey
building a
geo-centric
deals app
Bryan’s Startup Journey
building an
enterprise
SAAS product
Megan’s Startup Journey
Slack’s Startup Journey
3 years of
development as
an internal tool
Your idea is worth nothing if
you can’t actually build it 

and test it and take it to the
next step.
Katherine Isbister
Game Design Professor, UCSC & NYU
TIP: prototype your idea uncomfortably early
Building the wrong MVP3
In a loop, you’re learnng
a skill & updating your
mental model. That’s
what leads to player
delight.
Dan Cook
co-founder, Spry Fox
DANGER
a beautiful,
innovative,
awaard-winning

social brain game
My Journey
building

a connected 

car app
Sam’s Journey
building

a collaboration tool 

from the ground up
Slack’s Journey
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
What is your
end-to-end
Customer
Experience?

is for Enthusiasts
Discovery
Discovery is for Visitors
Is this right for me? What’s the value proposition?
is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Can I leverage the skills & knowledge I’ve built?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
end-to-end customer experience
is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery
via Friends &
Colleagues
is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes
with a friendly bot
is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group
chat with emojis,
bots & integrations
is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel,
program a bot,
integrate your app
a conversational,
extensible
environment —
built to enable
UGC & player
creativity
Slack evolves to match your skill level
Slack didn’t start with
all these features
FIRST: build
& test your
Core Loop

Fake 

landing page?
Fake 

landing page?
Operant
Conditioning
AKA 

Skinner Box?
Operant
Conditioning
AKA 

Skinner Box?
X
Skill-building =
making customers
more awesome
Skill-building =
making customers
more awesome
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
channel &
expressions
Activity Chain
Feedback &
Progress
Investment Path
Internal
Trigger
Core Loop
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Trigger
Activity
Engaging
activity 

satisfies an
urge or need
Internal
Trigger
Core Loop
Feedback &
progress
promote 

learning &
mastery
EscapeTime!

urge to dive into
an escapist world
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
experience
Feedback &
Progress
Core Loop
EscapeTime!

urge to dive into
an escapist world
Read & Respond
to Updates
No More Updates
Need Attention
Customize your
experience
Investment Path
Investment 

& triggers 

pull people back
Engaged
Trigger
Check Notifications
Core Loop
Find the fun
in your Core
Loop FIRST

Wanna build long-term engagement?
Finding the fun in a
co-op music game
PartyTime!

urge for a fun
social activity
Play a Song
Together
Get your Score,
Accolades, $$
get better, play
harder songs &
bigger venues
Core Loop
Feedback &
Progress
Investment Path
Activity
Internal
Trigger
Beat the Song
Engaged
Trigger
Skill-building =
making customers
more awesome
Core Loop =
making customers
more skillful
It’s okay to test things that
don’t look very good but have
the right play mechanics. If
my game’s really ugly and it’s
still fun, I’m in good shape.
Jesse Schell
CEO, Schell Games
TIP: build & iterate your Core Loop
How to avoid common MVP mistakes
Customer Insights Funnel
gather
Actionable
Insights 

on your ideas
from the right
early customers
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Think through your end-to-end
customer experience
Customer Narrative
Check Updates
urge to connect
with your team
Read &
Respond to
Updates
No More
Updates Need
Attention
Customize your
channel &
expressions
Activity Chain
Feedback &
Progress
Investment Path
Internal
Trigger
Create & Iterate
your Core Loop
Skill-building Core Loop
Bring your
ideas to life
with Game
Thinking

Game Thinking Roadmap
Amy Jo helped us create
our MVP in record time.
An invaluable investment
that’s still paying off.
Ranan Lachman
CEO, Pley
How can YOU benefit from Game Thinking?
Accelerate & focus your design process
+
Identify & leverage the right early customers
+
Build a stripped-down yet compelling MVP
The 3 most common mistakes smart entrepreneurs make building their MVP
Start Date: Jan 11 2016



MVP Design Club
high-impact VIP coaching for product teams

getting2alpha.com/club
30% discount for attendees who sign up by Fri 1/8/2016
let’s stay
in touch
@amyjokim
amyjokim.com
getting2alpha.com

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