Build, Measure, Learn Cycle - Lean Startup

certified ManagementGoeroes expert badge
3 mins read

The Build, Measure, Learn Cycle is the most important model of the Lean Startup Method. It comes from the book The Lean Startup by Eric Ries from 2011. What exactly does the Build, Measure, Lean Cycle entail?

  • Build - make a prototype quickly or develop another method that allows you to test your hypothesis quickly and accurately
  • Measure - measures the results
  • Learn - learn from the results. This gives you new ideas to improve your product or service

After this you repeat these three steps (this is the Cycle). An important part of the Lean Startup Method is that the company that is able to repeat the above process the fastest will eventually win.

Build measure learn cycle example.

An example of testing a hypothesis according to the Build, Measure, Learn Cycle

Customers who had left a company were approached, it was found that a customer had left because the company had no app for the PC. Instead of directly developing such an app, they decided to put a button on the site with "Download the PC app" (step one: Build). In this way, they could immediately see (test) whether a significant number of visitors really needed such an app, or whether they would be better off investing their energy elsewhere. At this time we can actually implement any idea. There are technically few things that cannot be done. The big question is what are you going to do and what are you not going to do? Companies may not make a direct loss if not all projects connect with the customer, but consider the opportunity costs that exist. What could the company have earned if attention had not been devoted to the wrong projects?

Step two is that before you start the project you very well define how you will measure performance. You make a hypothesis and test whether it is correct or not. Step two is Measure.

Step three is learning (Learn). Even if the hypothesis is invalidated. As long as you learn from it, it is good.

Pivits

This cycle is then repeated. As I write above, according to Eric Ries, the company that is able to repeat this cycle the fastest will eventually win. Eric Ries calls this process a Pivot. The pivot is actually a hypothesis (simple example: the conversion goes up if I place larger buttons). You execute it on one page of your website, measure it, analyze the result, come to the conclusion that it is or is not working. If the pivot is correct, then you implement it in other parts of your website. After this you will measure, analyze, and come to the conclusion that the overall conversion is also going up or down.

Pivot = a change of strategy without changing vision.

This all sounds pretty straight forward, but the fact is that with most companies much more energy is spent on developing projects than on measuring and learning development. According to Ries, our entire way of thinking about how companies are structured will have changed in ten years' time, and his method is only at the beginning of this change.

Article rating: 1.4 (23 reviews)
Share this article

Related articles

Show more

Popular articles

Show more

Direct advice from a business expert

Consultants
Magdalena Roman
Magdalena Roman
$ 1.08 PM
I'm the ONE That can offer you business support and personal coaching.
show profile
#Marketing
Paris ,  France
Languages: English, Spanish, Italian, Romanian
business development marketing pr goals business management development planning branding marketing plan ideas structure business intelligence profile business objectives
Magdalena is available
but not online right now
Callback request
Elsa Nightingale
Elsa Nightingale
$ 0.37 PM
(1)
I'm the ONE Let me use creativity to help you and your business succeed.
show profile
Writing/creating
København ,  Denmark
Languages: Danish, English, Dutch
marketing growth strategy growth hacking innovation marketing and communication change management business consultancy marketing communications growth hacking innovation change management theatre arts innovation drama english lit
Elsa is available now
Try me
Richenell Loen
Richenell Loen
$ 1.00 PM
I'm the ONE I'm the ONE to help you build your Personal Brand & Business without the Hassle.
show profile
Personal Branding
Soest ,  Netherlands
Languages: English, Dutch
business development marketing social media customer relation management social media management content marketing branding social media marketing marketing campaign inspiration relationship building customers influencer personal branding customer journy
Richenell is available
but not online right now
Callback request
Mohamed Shaalan
Mohamed Shaalan
$ 1.60 PM
I'm the ONE YouTube Consultant ★ YouTube Certified Expert
show profile
YouTube Consultant
Qesm Bab Sharqi ,  Egypt
Languages: Arabic, English
consultant online marketing advice social media management content marketing growth strategy growth hacking social media marketing digital marketing advertisement youtube videos social media ads adwords content strategy
Mohamed is available
but not online right now
Callback request
Izrrael Sandrea
Izrrael Sandrea
$ 2.23 PM
(1)
I'm the ONE System Engineer & Digital Marketer 5 years experience making the best in digital
show profile
Digital Marketing
Dublin City ,  Ireland
Languages: English, Spanish
business development marketing online marketing e-commerce content marketing affiliate marketing facebook google tag manager google analytics social media marketing digital marketing seo facebook video shopify google adwords
Izrrael is available now
Call me