The 12 Week MVP Process

A detailed breakdown of each step in the 12 week process.

Week 1

Establish Goals and Assumptions

  • What are you goals?
  • What is the business model?
  • Who is your customer?

Week 2

Customer Problems

  • What is your customer's biggest problem?
  • Where do they hang out?

Week 3

Solution Testing

  • How can you solve their problem manually?
  • How can you build a service or product to do it?
  • What is the MVP?

Week 4

Value Propositions and Channels

  • What messaging will resonate with customers?
  • Where do they get their product info from?
  • How do you test a message in a channel?

Week 5

Financial Modeling

  • What is a P&L?
  • How can financial models help you prioritize?
  • What are you financial goals?

Week 6


  • What in your model can you begin to automate?
  • How do you automate without coding?
  • When do you need a coder?

Week 7

Supply and Inventory

  • What do you need to do to keep up with demand?
  • When do partnerships make sense?
  • What are unit economics?

Week 8

Activating Users

  • What is the trigger that activates customers?

Week 9

Pricing Models

  • How do you find just the right price?

Week 10


  • How do you measure retention?
  • Why is it so important?
  • How to not lose customers.

Week 11

Referral and Virality

  • What makes things sticky?
  • How to leverage customers to get more of them.

Week 12

Kill, Pivot, or Keep on going?

  • How do you execute a pivot?
  • When should you call it a day?

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