I gave this talk in seedcamp paris. It's about things we did right and things we did wrong with LOOKK.com. Disclaimer: We actually worked 3-4 years on LOOKK.com But for simplification i excluded the wins and fails of the time before launch.

1. 2 years,
1 deck
Things…
We did right
We did wrong
flickr: pictureperfectpose #seedcamp – @andreasklinger

2. June 2010
Sept. 2011
ext
May 2012
2.0
@andreasklinger

3. Text
June 2010 - Garmz.com
You design, we do the rest.
@andreasklinger

4. Bird-eye view of
our processes.
Done for a
“F-Level” Investor.
“Most complex business
model ever (tm).”
It worked. But too
many moving parts.
@andreasklinger

5. G
IN
TH
Bird-eye view of
D
A
our processes.
B
Done for a
“F-Level” Investor.
“Most complex business
model ever (tm).”
It worked. But too
many moving parts.
@andreasklinger

6. G
IN
TH
D
Us:
A
B
fanbase crowd- proto- pre- prod-
logistics
building sourcing typing ordering uction
Competitor:
fanbase crowd- proto- pre- prod-
logistics
building sourcing typing ordering uction

7. G
IN
TH
D
A
B
@andreasklinger

8. G
IN
TH
E
M
O
ES
AW
Very Strong Community & Support
Mostly through telling the “Startup Story”
@andreasklinger

9. Very successful competition:
- 7 Fashion shows
- 25k+ new users
- 100’s of sketches submissions
- 100’s of collections (first time)
All numbers UP X-times
During fundraising !
@andreasklinger

10. G
IN
TH
D
A
B
Very successful competition:
- 7 Fashion shows
- 25k+ new users
- 100’s of sketches submissions
- 100’s of collections (first time)
All numbers UP X-times
During fundraising !
@andreasklinger

11. G
IN
TH
D
A
B
Competition Created
“Dataschmutz”
* Users had huge extra incentive.
* Marketing can hurt your numbers.
* While we decided on how to
relaunch we had dirty numbers.
@andreasklinger

12. G
IN
TH
E
M
O
ES
AW
September 2011
Launch of LOOKK.com
@andreasklinger

13. G
IN
TH
E
M
O
ES
AW
INVESTORS
Carmen Busquets
Dave McClure
Eden Ventures
Sherry Coutu
Tom Hulme
Seedcamp
500 Startups
…
Acceptance in fashion scene PARTNERS
+ Awesome investors Rafael Jimenez
Marco Innocenti
…
@andreasklinger

14. G
IN
TH
E
M
O
ES
AW
Won
Techcrunch’s
“Best Fashion
Startup”
Europas
Acceptance in fashion scene
+ Awesome mentors
@andreasklinger

15. G
IN
TH
D
A
B
Relaunch = “All-in Pivot”
Bad:
* should have “launched”
separately (no compromise)
* slow big change
* worried a lot about scaling
* based on invalidation not
validation (no learning what
actually works)
@andreasklinger

16. G
IN
TH
E
M
O
ES
AW
Starting to rethink…
Found out we were biasing &
misunderstanding customers…
Please watch
Rob’s Talk: http://bit.ly/rf-custdev
@andreasklinger

17. G
IN
TH Started doing
E
M
Customer Development
O
ES
AW
Turns out… We had no idea.
Pink = assumptions
Yellow = new learned facts
<- Sea of Sorrow
aka Invalidated
Assumptions
@andreasklinger

18. G
IN
TH
E
M
O
ES
AW
Jan 2012 - Instead changing the whole website
& backend-processes (3 months lead)
we started experimenting with isolated tests …
@andreasklinger

19. G
IN
TH
E
M
O
ES
AW
LOOKK 2.0
* zoom-in pivot
* focus on the things that worked
@andreasklinger

20. G
IN
TH
E
M
O
ES
AW
LOOKK 2.0:
fanbase crowd- proto- pre- prod-
logistics
building sourcing typing ordering uction
* focus on the things that worked
* focused team -> down to 3 people (excl. me)

21. No longer operative since
November 2012
Move to Berlin:
Prototyping on new ideas.
2 Years of rollercoaster
2 Years of failure and success
2 Years of loads of awesome learning
#seedcamp – @andreasklinger

22. Thanks!
2 years 1 deck
#seedcamp – @andreasklinger
flickr: pictureperfectpose