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Lean Startup Workshop for Startup Leadership Program

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Please see www.alexandercowan.com/speaking for full presentations. This is a talk I did for the Startup Leadership Program fellows.

Please see www.alexandercowan.com/speaking for full presentations. This is a talk I did for the Startup Leadership Program fellows.

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  • 1. Copyright 2013 Cowan Publishing Venture Design & Lean Startup
  • 2. Copyright 2013 Cowan Publishing
  • 3. Copyright 2013 Cowan Publishing
  • 4. Copyright 2013 Cowan Publishing Design Thinking Lean Startup Customer Dev. Agile } BIG VOID { Actual Practice
  • 5. Business Model Canvas Copyright 2013 Cowan Publishing VENTURE DESIGN Product & Promotion User Stories Test Cases ExperimentLearn Hypothesize Lean Startup- Style Assumptions Foundation in Design Thinking
  • 6. Copyright 2013 Cowan Publishing VENTURE DESIGN Personas ExperimentLearn Hypothesize Lean Startup- Style Assumptions ALEX COWAN AlexanderCowan.com @cowanSF
  • 7. Copyright 2013 Cowan Publishing PLANNING !5,000,000% 0% 5,000,000% 10,000,000% 15,000,000% 20,000,000% 25,000,000% 30,000,000% 35,000,000% 40,000,000% 45,000,000% 2012% 2013% 2014% 2015% 2016% 2017% 2018% 2019% 2020% Revenue% Expense% EBITDA% Five Year Plan Then Lean Management Now 6.a PIVOT experiments disprove hypothesis 01 IDEA! 02 HYPOTHESIS 03 EXPERIMENTAL DESIGN 04 EXPERIMENTATION 05 PIVOT OR PERSEVERE? 6.b PERSEVERE ALEX COWAN AlexanderCowan.com @cowanSF
  • 8. Copyright 2013 Cowan Publishing PLANNINGPLANNING WITH LEAN STARTUP Do I have real evidence from my buyer that this is compelling? 01 IDEA! What are the key assumptions required to make this business work? 02 HYPOTHESIS How do I definitely prove or disprove the assumptions with a minimum of time and effort? 03 EXPERIMENTAL DESIGN 04 EXPERIMENTATIONAm I reacting or am I focused on validating my pivotal assumptions? ‘Pivot or persevere?’
  • 9. Copyright 2013 Cowan Publishing Priority Key Assumption Needs Proving? Experimentation [1-10] [A key assumption about the business] [Whether it needs proving [Experiment to prove or disprove] 1 Parents want to organize the distribution of allowances with an app Yes * Post the proposition in ads online * Measure sign-up’s on a landing page 2 Parents want to link allowances to chores Yes * Show prototypes with choices * Test in beta PLANNING WITH LEAN STARTUP Focus on strategic, pivotal assumptions
  • 10. Copyright 2013 Cowan Publishing PLANNING WITH LEAN STARTUP Crossing t’s Dotting i’s Doesn’t matter unless it helps prove (or disprove) your pivotal assumptions
  • 11. Copyright 2013 Cowan Publishing PLANNING WITH LEAN STARTUP Subject all your activities + metrics to that litmus test.
  • 12. Copyright 2013 Cowan Publishing Priority Key Assumption Needs Proving? Experimentation 1 [A key assumption about the business] [Whether it needs proving [Experiment to prove or disprove] 1 Parents want to organize the distribution of allowances with an app Yes * Post the proposition in ads online * Measure sign-up’s on a landing page 2 Parents want to link allowances to chores Yes * Show prototypes with choices * Test in beta 2 Parents have smart phones No n/a PLANNING WITH LEAN AT LARGE ALEX COWAN AlexanderCowan.com @cowanSF
  • 13. Copyright 2013 Cowan Publishing VENTURE/PROJECT DESIGN Lean at Large ExperimentLearn Hypothesize Lean Startup- Style Assumptions ALEX COWAN AlexanderCowan.com @cowanSF
  • 14. Copyright 2013 Cowan Publishing PLANNING WITH LEAN AT LARGE Let’s not argue. Let’s assume. Then test. ALEX COWAN AlexanderCowan.com @cowanSF
  • 15. Copyright 2013 Cowan Publishing PLANNING WITH LEAN AT LARGE
  • 16. Copyright 2013 Cowan Publishing “Parents want to better organize the distribution of allowances” Priority: [1 for existential; 2+ for others] Needs Proving?: [yes or no] Experimentation: [how will most quickly, cheaply prove or disprove] * Bonus Question: How do these relate to your personas? 1. List at least 3 assumptions 2. Note as much as you can on experiments (3 min)
  • 17. Copyright 2012 Cowan Publishing CUSTOMERS ALEX COWAN AlexanderCowan.com @cowanSF
  • 18. Copyright 2013 Cowan Publishing CONCIERGE MVP AND LEAN STARTUP Get paid for customer discovery. ALEX COWAN AlexanderCowan.com @cowanSF
  • 19. Copyright 2012 Cowan Publishing A LEAN PROGRESSION It pays It’s easy to scale Consultants naturally do customer discovery CONSULTING ALEX COWAN AlexanderCowan.com @cowanSF
  • 20. Copyright 2012 Cowan Publishing A LEAN PROGRESSION It’s easier to sell It’s easier to staff It’s easier to manage CONSULTING ‘PRODUCTIZED’ CONSULTING Customer empathy- more scope, detail on problem scenarios ALEX COWAN AlexanderCowan.com @cowanSF
  • 21. Copyright 2012 Cowan Publishing A LEAN PROGRESSION ‘PRODUCTIZED’ CONSULTING CONSULTING Customer empathy- more scope, detail on problem scenarios PRODUCTS Validated problem scenarios with substantial detail
  • 22. Copyright 2012 Cowan Publishing UNDERSTANDING THE MARKET 50-70% of Enterprise Software Implementations Fail ALEX COWAN AlexanderCowan.com @cowanSF
  • 23. Copyright 2012 Cowan Publishing A SERIES OF CONCIERGE MVP’S Help me integrate and standardize the infrastructure. And show my people how to use it. ALEX COWAN AlexanderCowan.com @cowanSF
  • 24. Copyright 2012 Cowan Publishing NETWORK PRINCIPALS OF OPERATION ALEX COWAN AlexanderCowan.com @cowanSF A SERIES OF CONCIERGE MVP’S
  • 25. Copyright 2012 Cowan Publishing Creating accounts is taking a lot of time/ money. And there are a lot of mistakes. NETWORK PRINCIPALS OF OPERATION ALEX COWAN AlexanderCowan.com @cowanSF A SERIES OF CONCIERGE MVP’S
  • 26. Copyright 2012 Cowan Publishing SERVICE STANDARDIZATION & WORKFLOW NETWORK PRINCIPALS OF OPERATION ALEX COWAN AlexanderCowan.com @cowanSF A SERIES OF CONCIERGE MVP’S
  • 27. How do we improve service quality? How do we verify that? Copyright 2012 Cowan Publishing SERVICE STANDARDIZATION & WORKFLOW NETWORK PRINCIPALS OF OPERATION ALEX COWAN AlexanderCowan.com @cowanSF A SERIES OF CONCIERGE MVP’S
  • 28. Copyright 2012 Cowan Publishing SERVICE STANDARDIZATION & WORKFLOW SERVICE DESIGN NETWORK PRINCIPALS OF OPERATION ALEX COWAN AlexanderCowan.com @cowanSF A SERIES OF CONCIERGE MVP’S
  • 29. How do we do this more efficiently? Are we implementing best practices? Copyright 2012 Cowan Publishing ALEX COWAN AlexanderCowan.com @cowanSF SERVICE STANDARDIZATION & WORKFLOW NETWORK PRINCIPALS OF OPERATION SERVICE DESIGN A SERIES OF CONCIERGE MVP’S
  • 30. Copyright 2012 Cowan Publishing PROCESS AUDIT, DESIGN ALEX COWAN AlexanderCowan.com @cowanSF SERVICE STANDARDIZATION & WORKFLOW NETWORK PRINCIPALS OF OPERATION SERVICE DESIGN A SERIES OF CONCIERGE MVP’S
  • 31. Copyright 2012 Cowan Publishing ALEX COWAN AlexanderCowan.com @cowanSF SERVICE DESIGN A SERIES OF CONCIERGE MVP’S
  • 32. Copyright 2013 Cowan Publishing Foundation in Design Thinking VENTURE DESIGN - PERSONAS
  • 33. Copyright 2013 Cowan Publishing Design Thinking And Now Survival Back Then DESIGN THINKING
  • 34. Copyright 2013 Cowan Publishing Empathy DESIGN THINKING Creativity ALEX COWAN AlexanderCowan.com @cowanSF
  • 35. Copyright 2013 Cowan Publishing DESIGN THINKING- APPLICATIONS ALEX COWAN AlexanderCowan.com @cowanSF
  • 36. Copyright 2013 Cowan Publishing Entry1 Urinate as they go2 Edges preferred3 Speedy4 PB > cheese5 Empathy DESIGN THINKING- APPLICATIONS ALEX COWAN AlexanderCowan.com @cowanSF
  • 37. Copyright 2013 Cowan Publishing Check & Repair UV Validation Relevant Placement A Better Mouse Trap Powered by Better Bait Creativity 1 2 3 4 5 DESIGN THINKING- APPLICATIONS ALEX COWAN AlexanderCowan.com @cowanSF
  • 38. Copyright 2013 Cowan Publishing VENTURE DESIGN - PERSONAS Personas Foundation in Design Thinking Personas Problem Scenarios Alternatives Your Value Propositions
  • 39. Copyright 2013 Cowan Publishing DESIGN THINKING - PERSONAS ALEX COWAN AlexanderCowan.com @cowanSF
  • 40. Copyright 2013 Cowan Publishing DESIGN THINKING - PERSONAS ALEX COWAN AlexanderCowan.com @cowanSF
  • 41. Copyright 2013 Cowan Publishing •Women •Age 28-45 •Have kids •Socialize with other mom’s •Online with Facebook •86% said they’d like to be more organized •70% said they’d use an application that organizes them DESIGN THINKING - PERSONAS
  • 42. Copyright 2013 Cowan Publishing DESIGN THINKING - PERSONAS ALEX COWAN AlexanderCowan.com @cowanSF
  • 43. Copyright 2013 Cowan Publishing Mary is a mom by choice. She had a successful career in accounting, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on relevant topics and keeping the family calendar in ship shape. She posts to Facebook at least twice a week and responds to other moms’ items more often than that. For household stuff, Costco is the go-to place, but she’ll pick up fresh items at the farmer’s market when it’s up and splurge at Whole Foods when they’re having company. Mary the Mom DESIGN THINKING - PERSONAS
  • 44. Copyright 2013 Cowan Publishing END USER PERSONAS Rita the Reseller Orson the Office Mgr. Ignatius the IT Guy Rhonda the Receptionist Susan the Small Bus. Owner Keith the Key System User Amy the Assistant Simone the Standard User Chuck the Call Center Agent Esteban the Executive Mikuko the Mobile User Cindy the Call Center Manager
  • 45. Copyright 2013 Cowan Publishing ENTERPRISE PERSONAS Nietzsche the Network Eng. Paola the Provisioner Sidney the Sys. Admin. Percival the Product Manager Sven the Salesperson Anthony the Applications Eng. Itzhak the IT Developer Frank the Field Eng. Sam the Support Eng. Saul the Site Developer Fritz the Field Eng. Manager Bruce the Business Owner
  • 46. Copyright 2013 Cowan Publishing YOUR VALUE PROPOSITIONS ! ALTERNATIVE(S) ? PROBLEM SCENARIO X DESIGN THINKING - PERSONAS
  • 47. Copyright 2013 Cowan Publishing MARY THE MOM About: Mary the mom. . . [Describe like your friend or the beginning of a short story. What kind of shoes does she wear?]. . . Thinks: . . . Sees: . . . Feels: . . . Does: . . . 1. List at least 3 personas 2. More time? Describe as much as you can the items below. (3 min)
  • 48. Copyright 2012 Cowan Publishing ALEX COWAN AlexanderCowan.com @cowanSF SERVICE DESIGN A SERIES OF CONCIERGE MVP’S
  • 49. Copyright 2012 Cowan Publishing ONLINE SELF-CARE PERSONA PROBLEM SCENARIO ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Template Driven HTML-CSS-JS Layer SAML SSO Percival the Product Mgr. Saul the Site Developer & ‘This thing should increase satisfaction & involvement; and reduce support calls.’ Bruce the Business Owner Percival the Product Mgr. & IMPLEMENTATION ALEX COWAN AlexanderCowan.com @cowanSF
  • 50. Copyright 2012 Cowan Publishing Priority Key Assumption Needs Proving? Experimentation 1 End users want to log in and do self-care Yes! Instrument adequate reporting, create awareness, see if they nibble 1 Reducing the portals clicks to destination from 4-6 to 2-3 is good enough Yes - Log and analyze navigation - Do support calls go down? ASSUMPTIONS ON SELF-CARE ALEX COWAN AlexanderCowan.com @cowanSF
  • 51. Copyright 2012 Cowan Publishing Priority Key Assumption Needs Proving? Experimentation 1 End users want to log in and do self-care Yes! Instrument adequate reporting, create awareness, see if they nibble 1 Reducing the portals clicks to destination from 4-6 to 2-3 is good enough Yes - Log and analyze navigation - Do support calls go down? ASSUMPTIONS ON SELF-CARE ALEX COWAN AlexanderCowan.com @cowanSF
  • 52. Copyright 2012 Cowan Publishing PERSONA PROBLEM SCENARIO ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Percival the Product Mgr. Saul the Site Developer & ‘This thing should increase satisfaction & involvement; and reduce support calls.’ Focus on customer admin experience Bruce the Business Owner Percival the Product Mgr. & ONLINE SELF-CARE Template Driven HTML-CSS-JS Layer SAML SSO IMPLEMENTATION ALEX COWAN AlexanderCowan.com @cowanSF
  • 53. Copyright 2012 Cowan Publishing Take II- DASHBOARDS ALEX COWAN AlexanderCowan.com @cowanSF
  • 54. Copyright 2012 Cowan Publishing PERSONA PROBLEM SCENARIO ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Percival the Product Mgr. Saul the Site Developer & Orson the Office Manager ‘I still don’t get it.’ ‘This thing should increase satisfaction & involvement; and reduce support calls.’ Bruce the Business Owner Percival the Product Mgr. & ONLINE SELF-CARE Focus on customer admin experience Template Driven HTML-CSS-JS Layer SAML SSO IMPLEMENTATION ALEX COWAN AlexanderCowan.com @cowanSF
  • 55. Copyright 2012 Cowan Publishing Priority Key Assumption Needs Proving? Experimentation 1 Customer admin’s will do self-care with training and awareness Yes! Focus on training customer admin’s, see if they nibble 1 Presenting all the users of interest on the 1st page will engage these admin’s Yes - Log and analyze navigation - Do support calls go down? ASSUMPTIONS ON SELF-CARE ALEX COWAN AlexanderCowan.com @cowanSF
  • 56. Copyright 2012 Cowan Publishing DASHBOARD ALEX COWAN AlexanderCowan.com @cowanSF
  • 57. Copyright 2012 Cowan Publishing PERSONA PROBLEM SCENARIO Percival the Product Mgr. ‘We our own scope, look and feel. And we need an easy way to do that. And SSO’ Orson the Office Manager Saul the Site Developer & ‘I still don’t get it.’ ‘This thing should increase satisfaction & involvement; and reduce support calls.’ Bruce the Business Owner Percival the Product Mgr. & ONLINE SELF-CARE One click access via ‘Dashboard’ Focus on customer admin experience Template Driven HTML-CSS-JS Layer SAML SSO IMPLEMENTATION
  • 58. Copyright 2013 Cowan Publishing DESIGN THINKING - USING PERSONAS Personas Problem Scenarios Alternatives Your Value Propositions MAKING STUFF SELLING STUFF Who’s buying? Where? Why? What does the user actually do? Who are we selling to? Where do we reach them? With what proposition? What does the user (most) want? Personas Foundation in Design Thinking Personas Problem Scenarios Alternatives Your Value Propositions
  • 59. Copyright 2013 Cowan Publishing CUSTOMER DEVELOPMENT MVP Nascent Product-Market Fit(?) Scale PIVOTAL ASSUMPTIONS PRODUCT ORG. PARTNERS, CHANNELS Founders N/A Probably too soon Test, revise, test... MVP Customer dev. team Probably too soon Validated- now tactical Focus: efficiency, extension Full functional organization Yeah, maybe? Validated- now tactical What would a startup do?? Scalable organization Yeah, definitely!
  • 60. Copyright 2013 Cowan Publishing FULL CIRCLE ! THINK SEE FEEL DO PERSONAS Who? X PROBLEM SCENARIOS What? USER STORIES How? VALUE PROPOSITIONS & ASSUMPTIONS What if? ! PRODUCT & PROMOTION Pivot? / WIREFRAMES/ PROTOTYPES How? .. Scale? ALEX COWAN AlexanderCowan.com @cowanSF
  • 61. Copyright 2012 Cowan Publishing MAX OUT CONCIERGE MVP Grind it out. You have to put all the magic in the software (or product). GRIND WHAT’S PIVOTAL? More isn’t more on assumptions- focus is key. PRIORITIZE WRITE IT DOWN If you don’t write down your assumptions, it’s hard to start doing Lean Startup. TAKE NOTE CREATE A FOUNDATION Make sure your understanding of what works/doesn’t is grounded in personas/design thinking. ANCHOR APPLYING LEAN STARTUP: 6 TIPS STEADY AS SHE GOES Plan the work; work the plan. That’s the beauty of devoting yourself to a ‘pivot or persevere’ moment. MAINTAIN SENTENCES NOT BULLET POINTS Be a good storyteller- customers don’t experience your product in bullet points. TELL STORIES
  • 62. Copyright 2013 Cowan Publishing Who is the buyer? User? What problem(s) are you solving? Personas Problem Scenarios What’s the business? Positioning Statement, Business Model Canvas What has to happen? Lean Startup-Style Assumptions What economics and requirement for cash? Lean Financial Model What’s the operating environment like? Five Forces Analysis Pitch Deck (coming soon) I need a compact overview I’m going to a bank, traditional investor Business Plan I need to present financial (tax, financiers). Income Statement, Statement of Cash Flows, Balance Sheet Operational Stack Presentation Stack VENTURE DESIGN STACK Corp. WebsiteI need to communicate [various items in Ops Stack] What are we building? Why? User Stories Wireframes/ Prototypes
  • 63. Copyright 2013 Cowan Publishing acowan@alexandercowan.com @cowanSF www.alexandercowan.com/resources bit.ly/holaslp www.alexandercowan.com/speaking www.alexandercowan.com/startup-sprints

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