Intro lecture 'Innoveren als Startup' door Henry Robben
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Intro lecture 'Innoveren als Startup' door Henry Robben Presentation Transcript

  • 1. !!!!Intro!lecture!Course!‘Innoveren!als!Startup’!start!29mei!–!Henry!Robben!!!!Innoveren!als!Startup!!!@henryrobben!!!#LeanStartup!!!@crowdale_edu!!!!!
  • 2. Agenda!•  IntroducEe!!•  Course! Innoveren!als!Startup !!•  Lecture!Prof.dr.Henry!Robben:!!!!!The!Lean!Startup!•  Crowdale.com!!•  Survey!
  • 3. IntroducEe!!
  • 4. Wat!zie!je?!• Slides!• Video!• Deelnemers!&!hoofdstukken!• Chatvenster!/!vragen!stellen!• Moderators!• Tickertape!• Polls!!
  • 5. Poll!#1:!Deelname!a. !1e!keer!b. !2V5!keer!c. !6V10!keer!!!d. !10+!Hoe!vaak!heb!je!al!aan!een!webinar!deelgenomen!in!het!kader!van!een!opleiding!of!course?!
  • 6. • !4x!live!webinars!van!1,5uur!in!5!weken!• !Wekelijks!assigments!&!onderlinge!discussie!• !Boek!The$Lean$Startup!–!Eric!Ries!• !Boek!I’m$hungry$–!Hendriks!&!De!Zeeuw!• !Kosten!bedragen!€595,V!Woensdag$29$mei$Ontwikkel!je!visie!Woensdag$5$juni$RichEng!Pivot!Woensdag$3$juli$GoVtoVmarket!Woensdag$19$juni$Versnellen!&!Innoveren!Course! Innoveren!als!Startup !
  • 7. Who!is!…!!Henry!Robben!
  • 8. You can’t hide your problems…
  • 9. Poll!#2:!Entrepeneur!a. !Nee,!en!ik!zou!het!ook!niet!willen.!b. !Nee,!maar!ik!zou!het!graag!proberen.!c. !Ja,!maar!ik!heb!nog!geen!eigen!onderneming.!d. !Ja!en!ik!heb!mijn!eigen!bedrijf.!Beschouw)jij)jezelf)als)een)ondernemer?)
  • 10. The$Lean$StartupInnovating$Smarter$Successfully
  • 11. Main$messagesAssumptions$are$the$mother$of$all$f*ck$ups Yet,%every%business%plan%is%full%of%them!Ask$yourself$the$right$questions Test%your%assumptionsLean$innovation$is$about$learning What%is%that%you%need%to%know?
  • 12. Three$PartsVISION STEER ACCELERATE
  • 13. Three$PartsVISIONSTEERACCELERATE
  • 14. Three$PartsVISIONSTEERACCELERATEstart$E$deGine$E$learn$E$experiment
  • 15. Three$PartsVISIONSTEERACCELERATEstart$E$deGine$E$learn$E$experimentleap$E$test$E$measure$E$pivot$or$persevere
  • 16. Three$PartsVISIONSTEERACCELERATEstart$E$deGine$E$learn$E$experimentleap$E$test$E$measure$E$pivot$or$perseverebatch$E$grow$E$adapt$E$innovate
  • 17. Startups$need$a$VISIONWhat$do$you$want$to$achieve?Craft%a%strategy%to%get%thereThe%result%will%be%your%offeringaccelerate-steer-VISION
  • 18. Why$do$so$many$startups$fail?They$are$managed$by$corporate$management$principlesUncertainty%about%market%conditions%and%customersAchieve%failure%by%executing%a%Blawed%planvision:start
  • 19. Why$do$so$many$startups$fail?They$are$managed$by$corporate$management$principlesUncertainty%about%market%conditions%and%customersAchieve%failure%by%executing%a%Blawed%planvision:start
  • 20. Poll!#3:!Startup!a. !Nee,!nog!nooit!en!daar!ben!ik!heel!blij!mee.!b. !Nee,!maar!het!lijkt!me!fantasEsch.!c. !!Ja,!maar!ik!heb!er!spijt!van.!d. !Ja,!en!ik!zou!niet!meer!anders!willen.!Ben)je)weleens)betrokken)geweest)bij)een)startup?)
  • 21. Some$deGinitionsEntrepreneur The%whole%ecosystemStartup A%human%institution%designed%to%create%a%new%offering%under%conditions%of%severy%uncertaintyLean$innovation$is$about$learning What%is%that%you%need%to%know?vision:define
  • 22. Some$deGinitionsEntrepreneur The%whole%ecosystemStartup A%human%institution%designed%to%create%a%new%offering%under%conditions%of%severy%uncertaintyLean$innovation$is$about$learning What%is%that%you%need%to%know?** Size,%industry,%type,%development%stage%do%not%mattervision:define
  • 23. Some$deGinitionsEntrepreneur The%whole%ecosystemStartup A%human%institution%designed%to%create%a%new%offering%under%conditions%of%severy%uncertaintyLean$innovation$is$about$learning What%is%that%you%need%to%know?** Size,%industry,%type,%development%stage%do%not%mattervision:define* ** * So%this%means%YOU%and%YOUR%company!
  • 24. The$innovator’s$dilemmaSustaining$innovationDisruptive$innovation**Christensenvision:define
  • 25. The$innovator’s$dilemmaSustaining$innovationDisruptive$innovationincremental%improvements**Christensenvision:define
  • 26. The$innovator’s$dilemmaSustaining$innovationDisruptive$innovationincremental%improvementsbreakthrough,%sustainable**Christensenvision:define
  • 27. vision:learnLearning$is$the$unit$of$analysisAn$old$misconception:$efGiciency$over$effectivenessWhat%if%you%built%something%that%nobody%wanted?“In%desperation,%we%talked%to%some%potential%customers…%to%Bind%that%our%mental%model%was%years%out%of%date.”“Everyone%has%a%plan%till%they%get%punched%in%the%mouth.”Mike%TysonWhat$if$these$morons$do$not$see$the$brilliance$of$your$strategy?Value$is$providing$beneGit$for$the$customerlearnwhen$do$we$create$value$vs.$waste?validated learningnow$we$know!
  • 28. vision:experimentIf$you$cannot$fail,$you$cannot$learnHow$to$know$what$you$need$to$know$instead$of$relying$on$assumptionsTesting%hypotheses!The%value%hypothesis Does$the$offering$deliver$value$to$the$customer?The%growth%hypothesisHow$will$new$customers$discover$the$new$offering?
  • 29. vision:experimentIf$you$cannot$fail,$you$cannot$learnHow$to$know$what$you$need$to$know$instead$of$relying$on$assumptionsTesting%hypotheses!The%value%hypothesis Does$the$offering$deliver$value$to$the$customer?The%growth%hypothesisHow$will$new$customers$discover$the$new$offering?**break$your$vision$down$into$components.So$now$it’s$time$to$write$your$Grand4Vision
  • 30. If$you$cannot$fail,$you$cannot$learnSo$with$whom?(Why?)techies visionaries pragmatists conservatives scepticsSo$with$what?(Why?)Minimum$Viable$Productcongierce$or$VIP$treatmentwhat$do$customers$do?vision:experiment
  • 31. If$you$cannot$fail,$you$cannot$learnAbout$your$idea:Do%customer%recognize%the%problem%you%are%trying%to%solve?If%there%was%a%solution,%would%they%buy%it?Would%they%buy%it%from%you?Can%you%build%a%solution%for%that%problem?“Success%is%not%delivering%a%feature;%success%is%learning%how%to%solve%the%customer’s%problem.”“Markets%change%all%the%time%and%our%job%is%to%change%with%them.”vision:experiment
  • 32. Startups$need$to$STEERaccelerate-STEER-vision
  • 33. Build$E$Measure$E$Learn$feedback$loopaccelerate-STEER-visionLearn BuildMeasuredataideasproductThe%goal%is%to%minimize%the%total%time%through%the%loopTest$the$riskiest$hypotheses:$leapEofEfaith$assumptionsBuild$the$MVPInnovation$accounting
  • 34. Build$E$Measure$E$Learn$feedback$loopaccelerate-STEER-visionLearn BuildMeasuredataideasproductThe%goal%is%to%minimize%the%total%time%through%the%loopTest$the$riskiest$hypotheses:$leapEofEfaith$assumptionsBuild$the$MVPInnovation$accounting
  • 35. Build$E$Measure$E$Learn$feedback$loopaccelerate-STEER-visionLearn BuildMeasuredataideasproductThe%goal%is%to%minimize%the%total%time%through%the%loopTest$the$riskiest$hypotheses:$leapEofEfaith$assumptionsBuild$the$MVPInnovation$accounting
  • 36. steer:leapGenchi$gembutsuDo$you$create$value?Do$you$understand$your$company’s$growth?Is$there$a$signiGicant$problem$worth$solving?Why$do$you$grow?$Success$theater?Get%out%of%the%building.The%customer%archetype
  • 37. steer:testThe$minimum$viable$productThe$fastest$way$to$get$through$the$BuildEMeasureELearn$loopThe$goal$of$the$MVP$is$start$the$process$of$learningYou%want%to%test%fundamental%business%hypotheses!Get%rid%of%any%implicit%assumptions!With$whom?It$is$not$perfect,$not$Ginished,$not$polishedAdvantage$of$being$the$GirstCreating$a$competitive$advantageBe%clear%upfront:%Do%not%give%up%hope!
  • 38. steer:testThe$minimum$viable$productVideo Congierce$/$VIP Wizard$of$Oz
  • 39. steer:testThe$minimum$viable$productIf%we%do%not%know%who%the%customer%is,%we%do%not%know%what%quality%is.The$idea$is$that$you$must$focus$on$creating$outcomes$that$the$customer$perceives$as$valuable.Set%aside%your%pride%and%theatrics.Customers%don’t%care:%“Does%it%serve%my%needs?”Remember:What%do%need%to%learn?Legal%issues!%Competitors!%Branding!%Have%your%“reality%distortion%Bield”%torn%down.The$only$way$to$win$is$to$learn$faster$than$anyone$else.
  • 40. steer:measureOh$yes,$you$need$to$measure$stuff!Accounting$is$key.$But$not$standard$accounting.The%unpredictability%of%forecasts%and%milestones%for%startups.%Are$you$making$your$product$better?How$do$you$get$to$know$that?Build$an$MVP$to$establish$a$baseline$on$real$dataTune$toward$the$idealDecision:$Pivot$or$perserveIs%there%any%interest?Can%you%change%customer%behavior?Is%there%any%progress?
  • 41. steer:measureInnovation$AccountingAre$you$making$your$offering$better?Cohort%analysis How$do$different$customer$groups$develop$over$time?Registered,%did%not%log%inLogged%inHad%one%conversationHad%more%conversationsPaidVanity met!csActionable metricsclear$cause$and$effect simple,$access credibleactionableaccessibleauditable
  • 42. steer:pivotorpersevereThe$$64,000$question...A$structured$course$correction$designed$to$test$a$new$fundamental$hypothesis$about$the$product,$strategy,$and$engine$of$growth.The%alternative%is%to%get%stuck%in%the%land%of%the%living%deadInitial MVP After optimization After optimizationRegistration 5% 17% 17%Activation 17% 90% 90%Retention too low 5% 8%Referral too low 4% 6%
  • 43. steer:pivotorpersevereWhich$way$to$pivot?Before pivotAfter zoom-inpivotAfter platformpivotEngine ofgrowthSticky Paid ViralRegistrationrate17% 42% 51%Activation 90% 83% 92%Retention 8% 21% 28%Referral 6% 54% 64%Revenue n/a 1% 11%LTV n/a minimal $0.2 / messageThere$are$several$ways$to$pivot.$But$you$need$to$keep$measuring!@2gov8$months4$months3$months1$months
  • 44. steer:pivotorpersevereWhich$way$to$pivot?Before pivotAfter zoom-inpivotAfter platformpivotEngine ofgrowthSticky Paid ViralRegistrationrate17% 42% 51%Activation 90% 83% 92%Retention 8% 21% 28%Referral 6% 54% 64%Revenue n/a 1% 11%LTV n/a minimal $0.2 / messageThere$are$several$ways$to$pivot.$But$you$need$to$keep$measuring!@2gov8$months4$months3$months1$months
  • 45. steer:pivotorpersevereWhen$to$pivot?Decreasing$effectiveness$of$offering$experiments.General$feeling$that$NPD$should$be$more$productive.$You$need$these$to$pivot!Diminishing$returns.
  • 46. Poll!#4:!InnovaEe!binnen!je!organisaEe!a. !Makkelijk,!want!het!wordt!aangemoedigd.!b. !Geen!onderwerp!dat!op!de!agenda!staat.!!c. !Onmogelijk!d.!Geen!van!de!eerdere!drie!antwoorden!Innova<e)binnen)mijn)organisa<e)is)…)
  • 47. steer:pivotorpersevereCrossing$the$chasmtechies visionaries pragmatists conservatives sceptics80%$Ginished$is$okay! The$offering$should$be$100%!Selling$your$offering$big$time.$Time$to$test$another$hypothesis…Build%Z%Measure%Z%LearnZoom$inZoom$outCustomer$segmentCustomer$needPlatformBusiness$architectureValue$captureEngine$of$growthChannelTechnology
  • 48. BatchesAn$old$friend:$the$question$of$efGiciency$vs.$effectiveness.Small%batches%and%large%batches.When$do$quality$issues$become$apparent?What$was$it$that$we$were$doing$by$the$way?And$for$whom?Create%your%own%andon%chord.ACCELERATE-steer-vision
  • 49. accelerate:growWhere$does$growth$come$from?Remember:$We’re$looking$for$sustainable$growth.New%customers%come%from%the%actions%of%past%customers.WoMSide$effect$of$usageFunded$advertisingRepeat$purchaseThere%are%three%engines%of%growth.Sticky$ /Customer$retentionEEacquisition$versus$churnViral$ $ /$Viral$coefGicient$>$1.0Paid$ $ /$LTV$vs.$cost$per$acquisitionStartups%typically%use%just%a%single%engine%of%growth.Compounding growthrate as ofCompany A Company B6 months ago 0.1% 9.8%5 months ago 0.5% 9.6%4 months ago 2.0% 9.9%3 months ago 3.2% 9.8%2 months ago 4.5% 9.7%1 month ago 5.0% 10.0%
  • 50. accelerate:adaptWhen$engines$run$outGrowing$too$fast:$You$cannot$trade$quality$for$time.Shortcuts%are%expensive...%Here’s$a$tradeEoff:$invest$in$an$unknown$project$against$an$unknown$beneGit.SWhy$did$the$student$fail$the$exam?Overload%of%study%materialsWhy$was$there$an$overload?Too%little%time%to%digestWhy$was$there$too$little$time?Too%many%subjects%to%studyWhy$were$there$too$many$subjects?Student%missed%exams%in%previous%blockWhy$did$the$student$miss$the$exams?Student%madly%in%love%
  • 51. accelerate:adaptProportional$investmentsSmall$problems$likely$need$small$investments.$Big$problems$require$big$investments.The$5YEmodel$helps$in$securing$just$that.It’s$because$our$department$/$team$/$…$is$GREAT!It’s$because$their$department$/$team$/$…$SUCKS!The$5Ys$become$the$5$blames...Startups$and$corporates$need$to$learn$to$juggle$operational$excellence$and$disruptive$innovation
  • 52. accelerate:innovateLeading$innovationStartup$teams$need:Resources:$Scarce$but$secureAuthority:$To$develop$indepedentlyStake:$Create$shusaProtect$the$startup$and$the$corporate:Transparency:$No$black$boxesSandbox:$Safe$and$quarantinedAccountable:$Build,$$Measure,$Learn
  • 53. accelerate:innovateLeading$innovationThere$are$four$types$of$work$to$manage.$ScaleRoutineOEUmpireThe$EntrepreneurThese%types%need%to%be%managed%differently.
  • 54. And$then$there$is$the$status$quo...
  • 55. The$Lean$StartupInnovating$Smarter$Successfully
  • 56. Crowdale.com!
  • 57. Crowdale.com!• Permanente!educaEe!voor!professionals!• Kortlopende!online!courses!van!5!weken!• Focus!op:!–  InnovaEe!–  Commercie!–  Persoonlijke!ontwikkeling!• MBA+!niveau:!beste!hoogleraren!&!experts!• Open!enrollment!!!• Incompany:!organizaEonal!&!leadership!development!
  • 58. Course! MBA!EssenEals !Een!MBA!kan!niet!in!één!dag.!
  • 59. Course! Business!Modellen !
  • 60. Course! EffecEef!Leiderschap !• !4x!live!webinars!van!1,5uur!in!5!weken!• !Wekelijks!assigments!&!onderlinge!discussie!• !LuisterVCD!box!!• !Boek! Leiders!in!Cultuurverandering !• !Kosten!bedragen!€595,V!Jaap!van!Muijen!V!30!mei!Leiderschap!binnen!!jouw!organisaEe !Sander!Tideman!V!6!juni!Sustainable!Leadership !Freek!Peters!V!20!juni!Leiderschap!anno!2013 !Jaap!Boonstra!V!27!juni!De!betekenisvolle!Leider !
  • 61. • !4x!live!webinars!van!1,5uur!in!5!weken!• !Wekelijks!assigments!&!onderlinge!discussie!• !Boek!Key$Account$Management$&$Planning$• $Boek!Sales$en$accountmanagement$• !Kosten!bedragen!€595,V!Woensdag$5$juni$SelecEe!van!Key!Accounts!Woensdag$12$juni$De!interne!organisaEe!Woensdag$3$juli$ImplementaEe!Woensdag$19$juni$Key!Account!Canvas!Course! Key!Account!Management !
  • 62. • !4x!live!webinars!van!1,5uur!in!5!weken!• !Wekelijks!assigments!&!onderlinge!discussie!• !Boek!The$Lean$Startup!–!Eric!Ries!• !Boek!I’m$hungry$–!Hendriks!&!De!Zeeuw!• !Kosten!bedragen!€595,V!Woensdag$29$mei$Ontwikkel!je!visie!Woensdag$5$juni$RichEng!Pivot!Woensdag$3$juli$GoVtoVmarket!Woensdag$19$juni$Versnellen!&!Innoveren!Course! Innoveren!als!Startup !
  • 63. Dank!voor!jouw!deelname!!Dank!voor!jouw!deelname!!