As in science, a business experiment posits a hypothesis, and then runs a test or tests to validate or invalidate that idea. In the lean methodology, MVPs are experiments that test fundamental hypotheses about value and growth—that is, whether your idea solves a problem and whether your product can grow sustainably.

Though the MVP is an experiment itself, there are many other experiments that you can run within that context. In this chapter, we will cover the obstacles to testing inside the App Stores, workarounds that allow you to split test inside your app and inside the App Stores, and, finally, we will look at how you can apply these skills with a pair of practical examples.