Minimum Viable, Marketable or Awesome/Lovable Feature, Product or Release

Dim Blinov
Agile Pies
Published in
3 min readSep 5, 2018


RAT, MVP, MMF, MMP, MMR, MAP/MLP, MBI. What do these all stand for?

  1. RAT — riskiest assumption test;
  2. MVP — minimum (or minimal) Viable Product;
  3. MMF — minimum Marketable Feature;
  4. MMP — minimum Marketable Product;
  5. MMR — minimum Marketable Release;
  6. MAP/MLP—minimum Awesome/Lovable Product;
  7. MBI—minimum Business Increment.

Let's consider them in detail in two incremental steps.

  1. RAT — is a test to validate product assumptions or ideas before launch and without any development work;
  2. MVP — is often a prototype aimed at getting a validated learning about a subset of users;
  3. MMF — is a minimal set of functions that brings value to the users. Usually as MMP/MMR;
  4. MMP = MMR1 — is a minimal set of key features that constitute a valuable product for the initial users;
  5. MMR — all consecutive minimal releases that bring new value to the users;
  6. MAP/MLP—minimum of incredible, attractive product that can be viable and customers will love;
  7. MBI — customer and business value with anticipation of revenue.
RAT, MVP, MMF, MMP, MMR, MAP, MBI relations


  • Experiments to test the riskiest assumptions and ideas about product, customer, market, business model
  • even before launching or without any development work.


  • is a version of a new product that is
  • created with the least effort possible
  • provided to a subset of potential customers
  • to use for validated learning about them.
  • Much closer to prototypes than to the real running version of the product.

Eric Ries writes:

We must learn what customers really want, not what they say they want, not what we think they should want. We must discover whether we are on a path that will lead to growing a sustainable business.

And also in Validated learning about customers:

Validation comes in the form of data that demonstrates, that the key risks in the business have been addressed by the current product.

So, we get a validated learning by:

  • running experiments,
  • testing a new idea,
  • collecting data about it,
  • learning from it,
  • exploring a hypothesis about what customers really want
  • to find the features that they are actually interested in.


  • is the smallest piece of functionality that
  • can be delivered,
  • has value to both the organization and the users.
  • A part of an MMR or MMP.


  • The first release of an MMR that is
  • aimed at early adopters,
  • focused on the key features that will delight this core group.


  • A release of a product that
  • has the smallest possible feature set — the smallest increment that
  • offers new value to users and addresses their current needs.


  • Minimum of incredible, attractive product that can be viable and customers will love.
  • Depends on competitors: familiar, standard functionality users expect to have + something new as a nice surprise for the customer. The higher the competition, the more features MAP will have; with no competition, MAP can be = MVP.


  • A release that brings value both to the customers and business, ensuring you’re building the right product the right way.
  • Investment for revenue (not for discovery as for MVP).
RAT, MVP, MMF, MMP, MMR, MAP, MBI relations and descriptions

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