Bet : Some people will accept to look (a bit)
silly to gain a few minutes of sleep.
1) Are there ? (Vision)
2) Who are they ? How do I find them ?
3) Let’s ship pillows and improve
Rule n°2 :
Value is providing benefit
to the customer.
Anything else is a waste.
First things first :
There’s no point in developing,
planning or strategizing something
until you’ve proven that identified
people dream of being able to buy it.
You don’t need a product to test a vision.
Start building only when you’re sure of
what people want.
Rule n°3 :
Progress is about increasing
validated learning :
use innovation accounting.
A startup exists to learn how to build a
This learning has to be continuously
monitored through actionable, accessible
and auditable metrics, not through vanity
It may seems boring, but it’s crucial.
Actionable means that you have a crystal
clear view between cause and effect.
Anything less and your test doesn’t teach
Accessible means that tests results are
internally available to all, and that they
are justices of the peace in your
Auditable means that anyone can have
access to how the results were obtained.
(Think Peer review in science.)
Rule n°4 :
The startup is the product:
Think business model
Providing value to the customers requires
much more than a product or service :
Value depends on every component of a
business model. If you only explore only the
product, you make implicit assumptions
about the majority of these components.
Your whole organization creates the value.
Auvalie’s Labs-to-Market program :
By Sébastien Deschaux,
Director of innovation
The big picture
Leaps of faith
For a startup, the only way to succeed is
to manage to go from “plan A” to “a plan
that works” before running out of
Three stages approach :
*: Remember, the startup itself is the product
Stage 1 : Vision
(Finding the problem-market-solution fit)
Ideate from concepts, assets, technologies, know-how, etc.
Pick most promising unexplored idea
Explore Value hypothesis
Test assumptions for customers, problems and
Until Customers confirm Problems AND Solutions
Creativity + Value proposition canvas + Validation board
A meaningful experiment
replicates real conditions
(unlike market studies), and
focuses on specific
Experiments differ from one
field to another.
Here’s a few ideas from the
Landing pages and
conceptual videos will help
you determining acquisition
and referrals rates.
If you intend to ask for
money, test payment
rates from the start.
Stage 2 : Strategy
(Building plan A)
Explore several different business models and growth
Pick most promising unexplored business model
Test and validate assumptions
Until business model is not proven faulty
Business model canvas + Fake tests arsenal
Stage 3 : Execution
(Start with plan A, persevere or pivot on to the next plan)
Setup minimal team
Define Target values for Growth hypothesis and other metrics
Establish innovation accounting framework and Pivot committee
Build, learn, measure
Until Pivot is needed OR metrics reach target
Innovation accounting framework + Lean management tools +
Concierge tests1 and MVP2 will help you
accurately measure retention in time,
and understand what customers like (or
not) about your product.
1: Manually simulating a usually automated service
2: Minimum Viable product