Lee Russel

Yuzu Agency

Founder

Smoothwall

Senior Product Manager

At Smoothwall I drive user experience design across 5 products as well as operating as a Product Owner for the new Cloud Reporting suite. 

I help to form a product strategy and vision in combination with other Product team members, driven by constant user research and refinement of designs. Working as the only UX Designer for a year within the company has taught me to let go of wanting full control of the design process and to act as more of an educator and champion for UX design across the business. I help each of the development teams take control of their own user research and testing I also help to drive cultural change across the business to focus on users and not customers within our product strategy.

Product Designer

User Experience Designer

At BTL I work as part of a large User Experience Design team creating high stakes testing software for global clients. I work with multiple agile development teams to provide design mock ups, usability guidance and to help conduct user research on our products.

LightStart

I Worked as part of the design and analysis team at Light Start to help our clients design and build digital mobile apps, websites and services.

I took an active part in the analysis process working to gather key requirements from stake holders, dissect the business case for their product and advise on usability issues and considerations. I helped support moving their product into the initial design phase before working with the development team to ensure the user experience is championed throughout the design and build process.

Wise Old Sage

Working as a freelance graphic designer and brand consultant. Managing client expectations and advising how to best represent their products and services. Using Adobe CC to deliver assets such as; logos, websites and marketing material.

I have worked on fashion brands, beauty products and more recently innovative reusable packaging solutions.

Freelance Designer 

Let me guess you are a Founder of a SaaS company who is still struggling to find that all important product market fit? 

Then I have one question for you...

Do you have a laser focused vision of exactly what to build to ensure your product becomes a category leader in your chosen SaaS niche?

As the founder of Yuzu, a design agency that helps growth-hungry SaaS businesses succeed, I specialise in helping Founders figure out what their target market really needs so they can build products that people love and never leave.

My team and I have helped our customers scale their products to 100k+ users and win contracts worth over £1million in ARR using our design and research processes.

With over 5 years of experience in the SaaS space, I have a deep understanding of the needs of SaaS founders and the importance of creating truly innovative products that stand out in a crowded market.

Through our Bootstrap Bootcamp program, we help early-stage SaaS founders:

1. Validate their vision quickly, enabling them to find Product Market Fit sooner
2. Launch faster whilst spending less on costly developers
3. Create a data driven product design that attracts investors and partners alike

If you are a SaaS Founder looking to scale find product market fit and scale to your first 1000 customers send me a DM with the word 'Strategy' to get access to our detailed guide SaaS launch & validation guide!

I am thrilled to be announcing today that I am officially an author – and that in just a few weeks I will be sharing with you my first book: The Minimal Viable Launch.

I’ve been dropping mentions of my upcoming book in my posts over the last couple of weeks, but I wanted to give you a bit more of an insight into exactly why this book is so important (and why I invested over 100 hours into writing it!) 

The Minimal Viable Launch methodology allows you to:

 - Attract your first customers before you write even a single line of code
  - Launch with minimal risk because you validate your idea and sell it before you build it
 - Make tangible progress, get real-world feedback, and achieve your dreams. 


Why am I sharing all of this information?


Because I believe in tech startups. I believe there are people out there with ideas that can change the world. And if I can be a part of helping them to get that idea out there, then my job will have been done.


I can’t wait to share this with you. Coming at the end of April – stay tuned.

#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

I help Non-Tech founders design & launch their MVP without wasting thousands creating a product the market won't pay for, and I support them in securing their first 100 customers

How can The Minimal Viable Launch help me launch a tech startup?

Why does the author believe in tech startups?

Thank you ALL so much for the support I have received this weekend on the launch of the book!

You all managed to get us to number 1 in the Software Design & Development Category!

I have been stunned by the amount of people making a purchase and sending me the images of their book arriving.

I hope it inspires you all to take ahold of the opportunity that the 2020's has presented us to launch your own custom software and supercharge your business.

If you want to check the book out here are the links:

UK: https://lnkd.in/ew2rtPYN
US: https://lnkd.in/ejNzipZm

I have received quite a few messages that the book was unaviliable for you to purchase! That should be fixed now (double check you are using the right domain for your countries amazon service).

Please remember to post your reviews! I am sat on tenterhooks over here to see if you got value out of it!

The Minimal Viable Launch is available now on Amazon. Find it here: https://lnkd.in/es-4xEXv


This book is split into two sections: 


Part 1: Navigating the initial stages of conceptualising and refining your startup idea (this is where many aspiring startup founders go wrong, run out of money, and create a product there is no market for).


After we've successfully come through those first few stages, I'll show you how to become a Minimal Viable Launcher.


Part 2: The practical steps to take your well-crafted vision and create a tangible, market-ready MVP that your customers will love. 


You'll be equipped with the tools, strategies, and mindset required to execute a launch that is minimal in its demands on your resources and viable in its potential for success.


I'm covering:

- Effective tactics for launch
- How to find your product market fit 
- The nuts and bolts of building an MVP
- The key metrics you need to measure the success of your launch 
- How to make informed decisions about future iterations and scaling.


Ready to become a Minimal Viable Launcher?


Everything you need is here: https://lnkd.in/es-4xEXv

#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

You have a book in your head. And there are people out there who NEED to read it. You owe it to them to get it published. 


Tomorrow is book launch day for me. I am an equal mixture of scared and excited.

- What if no one reads it? 
- What if it sucks?

These are the thoughts you will have to battle with if you are going to publish a book. 

You will need to come to terms with the fact that yes.
You can indeed become an author. 

Writing this book over the last 12 months has been a transformational experience. 

- There has been moments where I felt like giving up. 
- Moments where I doubted I could get it published on time. 
- Moments where I looked at the cost to produce it and felt sick.

But through all of this effort I have been rewarded with incredible clarity around what I think and why. 

I have been able to help my customers gain much better results because of the depth of research I needed to do to write this thing. 

I have been able to clearly articulate my message and get people the help they needed because they could understand what I was trying to tell them.

Writing is a magnifying glass that will help you focus on what you care most deeply about. 

I started to write this book as a guide to help founder stop falling prey to development agencies and VC investors. 

I was sick of: 

- Seeing people sign contracts that removed their ownership of IP
- Seeing people spend 6 figures to build a fancy UI for their B2B spreadsheet
- Seeing people spend 9 months chasing investors only to be told they  don't invest in companies at their stage (after 3 meetings)

You don't need to spend your life savings to launch a product. 
You don't need to give away equity to a finance nerd in a Gillette.

Sweta Govani once told me I have spiky opinions. Hills that I am willing to die on. 

Writing this book showed me clearly that this is the fight I have to take up.

I don't know where this journey will take me. But I do know that this is the start of my disruption of the traditional agency and VC model. 

There is a much better way to launch a startup and it doesn't require fancy tech or millions of £s.

Ultimately - writing a book has taught me one thing. 

Everyone has a series of ideas they are uniquely positioned to share with the world. 

It is your job to find those ideas, and get over your fear so that you can teach them to someone who needs it. 

Its a daunting task, but if you can get out of your comfort zone and start testing your ideas in public. You will find your mission. Who knows what change to the world that will bring?

I was £25,000 in debt at 23.

After I left university I decided to set up my own business. Big hopes and big dreams. And one terrible plan in hand.

I’m not sure whether through luck, guile or determination. But I managed to secure a 25k loan to start my dream.

A T-shirt printing business.

Money in the bank I set about converting the spare room of our London townhouse into a printing studio.

I had no clue how to market anything. I didn’t know about selling or tax. I barely even knew anything about the graphic t shirt market.

But I had a delusional level of self confidence. I was sure I would work it all out on the fly.

Turns out I was wrong. We made a few hundred £s worth of sales in the year that I ran the company. I was flogging a dead horse.

That failure was painful and took me until I was 28 to pay off. But it taught me a valuable lesson.

Never launch a business without validation. Sell before you build.

You’ll avoid learning the painful lesson I did.

I’ve bundled all of those lessons up into my new book #theminimalviablelaunch

Coming out on the 26th of April 2024.

Read it and learn how else I’ve totally screwed up and come out swinging the other side.

You have just launched. You don't have a single paying customer. What the hell are you going to do?

You spent your life savings on getting your product built. Now you are sat there looking at the money going out with none coming back in. Tick Tock. The clock is ticking.

It was June 2023. 

It happened again. I had set an ambitious goal of speaking with 100 early stage founders over coffee to see what challenges they were facing. 

The same problem kept coming up time and again.

I was hearing stories of people spending their life savings to build an app. But there was no real plan to get traction post launch.

Those founders told me stories of their scrambles.  They were trying:

- Ad campaigns to get attention
- Direct outreach to get eyeballs on their products
- Exhibiting at expensive trade shows to book product demos

None of it was working. And they were starting to panic. 

The problem as I saw it was simple. 

They had a solution but they didn't have a clear understanding of who they solved a painful problem for. They were being entirely selfish. All of their effort was focused on their own problem of not having customers. 

If there were going to turn this around, we needed to help them stop being selfish. To make them realise an entrepreneur only gets paid after they create something of value for someone else. 

Their reward is the ability to capture a % of that value back as profit for their business. 

I sat down frustrated. Why was this story so common when the solution was so simple?

I started to write. At the time I thought it would just be a pdf guide that I would hand out every time this problem came up. But once I started to type I couldn't stop.

I worked late into the night. I had written an outline of a guide that spanned 24 pages. I sent it to a few of those founders to get their feedback. 

The response shocked me. It actually worked! 

It helped them get clarity and move forward. But they were asking questions and wanting more details. What I had outlined wasn't enough. They needed more. 

What eventually came out of that process 10 months later was the Minimal Viable Launch process. A 9 step playbook that helps you:

- Launch faster
- Get paying customers. FAST
- Reduce your costs to launch by 10x
- Avoid the need to raise investment

Since then, we have launched our 90 day traction sprint for founders who have launched and are now stuck. 
We help you get clear on exactly the steps you need to take to close your first sales and get money flowing into your bank account.

- If you are a founder who is post launch and needed to get traction quickly. 
- Has £1666 to invest in getting their business growing instead of dying. 
- Can commit to working with me 1 to1 for 90 days

Then this is for you.
We are opening up 5 more slots for ambitious founders who are bored of growing slowly. 

Comment "Im interested" and we will get you on a call to see if we can work with you to unlock wild growth.

Why is it important to focus on getting paying customers post-launch?

What are the 9 steps in the Minimal Viable Launch process?

What are some common challenges faced by early-stage founders?

Got a killer tech product idea but stuck trying to get investment to launch it?

On May 14th I am going to teach a group of aspiring founders just like you on how to minimise the cost of their launch and get their first paying customers. Without wasting their life savings!

 Get a complete game plan to launch fast and earn your first money — no investors needed!

👉 This workshop will teach you how to:

- Fast-track your Product Launch
- Launch with any budget
- Start making money right away
- Stop dreaming and start building
- Stop pitching investors and start attracting customers

 Spaces are limited — First come first served.

https://lnkd.in/gBXVkYij

P.S What's stopping you launching your startup idea?

Open article: 8-Week Founder: From Idea to Launch, No Investors Required by eventbrite.com • 1 min read

8-Week Founder: From Idea to Launch, No Investors Required

Got an idea for a business you want to launch but haven't because you are terrified of failing?


Looking around on social media, you would believe the everyone is successful at everything they try. 

Becoming an overnight success. 

But I know the truth. 

Success isn't built overnight. It is built on a mountain of failures. 

I was terrified of quitting my job in 2021 and going full time on my agency. 
The thought of failing filled me with dread. 

- Would I become homeless if I went bankrupt?
- Would everyone laugh at me and think that I was stupid?
- Would I have to go cap in hand to my family and ask for money? 

These thoughts crippled me and meant I took a full 6 months to hand in my notice. 

But here is the thing that I have since realised. Failure is not something to be scared of. It is something to embrace. 

If you aren't failing you are playing it safe in life. And no one wins playing it safe. 

I look back at my journey in life now and realise I have failed. Constantly. At nearly everything I have done. 

- I failed a sofa cleaning business when I was 8 (long story for another post)
- I failed at being a tea salesman on a market stall in Camden Market
- I failed at launching a clothing brand and left myself in debt
- I was a lazy recruiter and failed miserably at that

But each of those failures lead me to the next thing. It was in failure that I found the next door that opened. 

By failing I gave myself the gift of experience. 

Each of those failures is a now a core part of who I am and why I can do what I do. 

If you are thinking of taking a risk and you won't  -DIE-  if it goes wrong. TAKE IT! 

Stepping out into the unknown to try things will show you just how deep your ability to deal with chaos, uncertainty and challenge is. You will feel more alive than you have ever felt. 

And maybe... Just maybe you will create something that is so successful it changes the world and your life along with it. 

You owe it to yourself to try. Failing won't kill you. 

I help people who have an idea but no clue on how to launch it. 
Fail fast so that they can make their first sales in days not years. 

P.S If you want to discuss your idea and get a concrete plan on how to launch come spend a power hour with me: https://lnkd.in/eq_E3buQ

I would love to give you the benefit of all of my failures so you don't have to experience the painful lessons I did. 

You owe it to the world to create something that can change it for the better.

The first and most important priority for all tech startups:


Know your customer like the back of your hand.


Understand their problems better than even they themselves do
Be able to clearly communicate your solution to them in such a way that gets them excited to buy your product
Have an ongoing commitment to constantly deepening your understanding of them. 


This is your ticket to beating your competition, moving faster, and finding happy, paying customers who are willing to pay you a premium for your software.


From the get-go, it's imperative that you become an expert in these two things:


The problem you solve
Who you solve it for.


Until then, you'll struggle to escape the initial phase of your journey as a founder. 


To find out how you can leverage your customer understanding to gain the upper hand over your competitors, The Minimal Viable Launch is coming in less than three weeks…

#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

Want to launch a software product? Here is how you can make your first sales before a single line of code is written 👇


Most people will overcomplicate this and feel like they need to invest thousands before they can make their first sales.

Thats false. 

We do this all the time, and all it takes is a big vision and a deep understanding of someones pain.

What are some common pain points for customers?

There is a story that I've seen play out many times over in the fast-paced world of tech startups.


The main character is an aspiring founder who has a big dream, a tight budget, and an appetite for risk. 


But instead of achieving the dream (creating and exiting a company within five years and being rewarded for all the hard work with a life-changing sum of money), after just a few months of ideation and brainstorming, our main character is completely burned out and disillusioned.


Sound familiar?


Creating a tech startup can feel a lot like banging your head against a brick wall, trying to figure out how to get paying customers and investors for your project.


Like our main character, you might have started out hopeful, sharing your ideas freely. 


But over time, one bad experience after another might have forced you to lock down on your ideas, keep your cards close to your chest, and feel a growing sense of isolation and overwhelm.


Why is this the story I've seen played out over and over again in tech startups?


Why not stories like Elon Musk or Jeff Bezos? Or Sam Altman and Demis Hassabis? Why are they the rare cases?


The answer?


Surprisingly, it all comes down to small differences. 


A slight edge, played out over long periods of time to equal radically different outcomes.

The right mindset.
Slowing down to speed up.


I don't want to keep seeing this story played out. So many good ideas are binned or erased because the person behind them doesn't have the right knowledge to bring them to life.


It doesn't need to be this way.


My book, The Minimal Viable Launch, will show you a new way. Together, we can write a new story for aspiring tech startups – one that ends in success.


Publication day is just a few weeks away – I'll be sharing more from the book in the meantime.


Stay tuned!




#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

How can The Minimal Viable Launch help my startup?

What are some tips for succeeding in tech startups?

Scaling your business solo? Tired of feeling alone? 

As a business owner we have all been there. Slogging away on the daunting task of growing a business with no one to turn to. 

The self doubt, the stress it all adds up. 

You wish you just had a close network of likeminded entrepreneurs who got what you are trying to achieve. 

And importantly - could give you advice to solve your problems fast. 

If this resonates with you. There is good news. 

You don't have to scale a business on your own in 2024. 

We live in a time where your digital environment can have a much bigger effect on you than your physical environment. 

I left the country to go on a worldwide tour to find my "tribe" 

But I found out that I didn't need to travel so far to find them. 

They exist, online. You can find them today. 

In this video I teach you exactly how you start building your high performance digital environment today. With 0 cost.

🤿 Get ready to dive deep into the dynamic realm of entrepreneurship, where success isn't just about strategy—it's about the tribe you build. 🌟 In the ever-evolving business landscape, it's not just about the product or pitch; it's about the people...

Open video: Unlocking Success: Building Your High-Performance Tribe in 2024 on youtube.com

Unlocking Success: Building Your High-Performance Tribe in 2024

The easiest way to improve your product:


Conduct amazing research with potential customers to get their input on what you intend to build.


This allows you to create a better version of your product before a single line of code is written.
It enables you to build a database of initial customers for your product before you launch.


However – there are barriers to this: 


As humans, we are terrible predictors of our own actions. 


What people say they will do and what they actually do are two different things
People change their minds constantly
Participation bias is a real thing – people like to give the right answers when they feel they are being tested
People are the experts when it comes to the problems they face but often struggle to identify the solutions they need to those same problems!

I've dedicated a big section of my upcoming book, The Minimal Viable Launch, to explaining exactly how you can leverage this method of product improvement.


If you're able to conduct amazing research with potential customers, I assure you it is completely possible to secure at least a few of your first customers in these initial conversations.


I'll show you how at the end of April. Watch this space.


#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

How can I avoid participation bias in customer research?

How can The Minimal Viable Launch help me improve my product?

How can I secure initial customers through research?

The journey of a tech startup founder is, mostly, a journey of failure. 


You will be proven wrong more times than you are proven right
You will have to problem-solve constantly 
You'll want to skip over stages: you can't.


I'm not saying this to scare you.


The good news is, the most common reasons startups fail are all directly addressable by you. 


And there hasn't been a founder in history who has built anything worth building without experiencing failure – repeatedly.


You can't skip the failure. It's essential. It's where innovation, growth, and creation happen. 


But there is a way you can fail without costing the business so much that it results in you having to abandon ship and get a “real” job again.


It's called “failing fast”, and I'm discussing it in my new book, The Minimal Viable Launch, coming at the end of April.

#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

How can The Minimal Viable Launch help me?

What are the common challenges faced by a startup founder?

Does it feel impossible people excited about what your startup is doing?


If growing your startup feels like walking up hill through mud... this video is for you.

Understanding your Ideal Customer Persona will help you unlock:

- An army of fans that sell for you
- Growth that feels automatic
- Word of mouth referrals 

Learn how to make this work for your startup by watching our latest Lunch and Learn session!

How important is understanding my Ideal Customer Persona for startup growth?

What are some best practices for understanding my Ideal Customer Persona?

What topics are covered in the latest Lunch and Learn session?

Open video: How to Unlock Growth for Your SaaS Product - Understand Your Ideal Customer Persona! on youtube.com

How to Unlock Growth for Your SaaS Product - Understand Your Ideal Customer Persona!

The biggest barrier people face in business success:


Struggling to identify their weaknesses and fill in the gaps.


There are thousands of self-help business books out there for entrepreneurs.


I don't want to create another one.


But I have learned a thing or two in my time building successful businesses, and I want to share that knowledge. 


In my experience, it comes down to:

Identifying which entrepreneurial archetype you fall into
Understanding the superpowers and weaknesses of your archetype
Plugging your gaps with learning or with the skills of others
Focusing on the actions you find easy, that make intuitive sense to your style of entrepreneurship.


My book, The Minimal Viable Launch, is a framework that you can follow to startup success. 


But you will need to tailor the advice I give in a way that aligns with your natural strengths – with your entrepreneurial superpowers. 


I'm not leaving you on your own when it comes to doing this, either. 


There's a whole section in my book dedicated to this, because I truly believe that those who don't take the time to understand this crucial element of entrepreneurship are going to run into more problems and make the road to success more difficult than it needs to be.


It's important. Don't overlook it.


Coming soon. 


#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

How do you come up with the right solutions to your startups biggest problems? In a simple and repeatable way.

As a startup founder – I'm sure you're familiar with brain-storming sessions. Sitting in a room with a whiteboard or glass window, scribbling notes, rubbing them out, replacing them, starting over.

In the end, you're left with a complex web of half-formed ideas, arrows, and random words; smudged in places and downright confusing. 


In fact, it's probably so overwhelming to look at, that if someone were to ask you to translate all that information into a simple document, it'd feel impossible. 


When I say "Braindump", I mean something more refined: a rapid sketching exercise designed to encourage participants to generate multiple ideas in a short period.


In this exercise, we use speed to limit the amount of details people are able to add. This forces people to think at a high level and ONLY on the most important parts. 


Here's an overview of how it works:


Take four sheets of paper per person
Set a limit of 10 minutes for the participants to sketch four different ideas related to solving the problem you have identified 
Once the time is up, each person presents their sketches to the group, briefly explaining their concepts
After everyone has shared, the group can discuss or highlight any promising ideas that emerged. 


I know it sounds simple, but putting intention like this behind a brainstorming session makes all the difference.


I go into more detail on successful ideation and vision creation in my book, The Minimal Viable Launch.

My goal with this book was to make it actionable. Whilst I'm sharing top-level ideas on LinkedIn, my book is full of step-by-step guides to actually action them.


I’ll let you know as soon as it is published. 

#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

Want more customers for your SaaS product? Tired of hunting them down?


In this weeks Lunch and Learn session I shared the perfect lead generation strategy for SaaS companies to start creating a system that attracts customers into their world effortlessly.

How can I develop a lead generation strategy for my SaaS product?

What are the benefits of using lead generation strategies for SaaS companies?

What other topics are covered in Lunch and Learn sessions?

Join Lee Russel on The Minimal Viable Launch, the go-to channel for B2B SaaS Founders, as he dives deep into the revolutionary shift from aggressive customer hunting to sustainable customer farming in lead generation. In this compelling presentation,...

Open video: The PERFECT Lead Gen Strategy to Attract More Customers in B2B SaaS 2024 | For B2B SaaS Founders on youtube.com

The PERFECT Lead Gen Strategy to Attract More Customers in B2B SaaS 2024 | For B2B SaaS Founders

If you're the founder of a tech startup, there's a key way of thinking you need to understand, and that's WHY people bring certain products into their lives at any given moment.


It's all very well to come up with innovative new ideas that excite you, but ultimately your ideas have to acknowledge this basic truth:


People are concerned with making progress in their lives in some way.


It might be:


Finding the love of their life (community, intimacy)
Sorting out their finances (employment, resources) 
Increasing their knowledge (respect, achievement) 


Your product might be the slickest, most impressive thing out there, but it has to answer the core needs all humans have (and yes I am referencing Maslow's hierarchy):


Food, water, shelter
Health, family, employment
Community, family, intimacy
Confidence, respect, achievement
Creativity, purpose, potential


The reason it's important to understand this is that at our core we are driven by an innate desire for survival: the human brain literally discards information that doesn't help it to survive (even if the link between that information and direct survival isn't immediately obvious). 


In other words: if the purpose of your business is not immediately obvious, your customers will become disengaged and seek their solution elsewhere. 


Bringing it back to my point at the start of this post: it's about the progress THEY want to make (the core problems they need a solution to), not the products YOU want to create.


If you can focus your vision and your efforts to validate this, you will never find yourself backed into a corner with nowhere to turn. 


I teach you how to do this in my book. The Minimal Viable Launch hits the shelves on this Friday! 

#MinimalViableLaunch #TechStartup #MVP #ProductMarketFit #SoftwareDevelopment #StartupInvestment #StartupAdvice

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