20 years 20 important mistakes
I’ve made as an entrepreneur
A presentation to the MIT Media Lab Ventures Class, 2/18/10

 ...
Don’t sell the right bike,
Sell the bikes in the basement
You ≠ your company
Commitment is critical. Obsession may be
regrettable.
Select your customers carefully
Museums, educational publishers, and toy
companies have little spending power.



        ...
Ignore 90% of potential opportunities
Prioritize low-hanging fruit that ripen quickly
Babson


Don’t confuse a clear view with a short distance
Vision is easy, market timing is the challenge
Starve together. Feast together.
Listen to early customers
Don’t be afraid to throw out the bplan
How can the web help people tell stories with pictures, and co-create photo albums?
– Create Construct Pholios based around a life event,
  wedding, birthday party, trip to Europe or just a collection of
  ...
Don’t just work on the product
Your job is to make 4 bridges meet
                   Team




 Product                    ...
Site X-ray: visualizing online traffic patterns on ecommerce sites
What if connectivity and computation could be baked into any object?
We envision that the architectural spaces we inhabit will become an interface
between humans and online digital informatio...
Press and sales may be inversely proportional
Novelty generates headlines. Incrementalism
makes an easy buying decision.
Fishing
Fishing
Fishing
Ambient Channel Line-Up Preview - Spring 2004
 Finance         Travel         Outdoors      Sports        Messaging News  ...
Ambient Umbrella
Compensation isn’t about the money,
Pay your best people more than you
Beware of group-think
If everyone on your team likes it, expand the circle.




  ambient
Ambient Dashboard




ambient
Smart-swappable faces. Insertion instantly reprograms the device.




 ambient
Startups shouldn’t partner with startups




 Weather Wizard
  ambient
Energy Joule




Startups shouldn’t partner with startups
5-Day Forecaster
LG Refrigerator




Exclusivity is a type of currency
It can beget larger orders, marketing support, ...
  ambient
Ambient Bus Pole




Temper your entrepreneurial optimism
articulating risks garners credibility



                      ...
Your board is not your strategy team
Exceeding expectations may shorten your lifespan
CEO 1.0 cannot co-exist with CEO 2.0
Persona:     Jill, age 34
VITALITY                                 Lifestyle:   Working mother, travels often for work

Fl...
Persona:      Mel, age 72
VITALITY                                   Lifestyle:    Sedentary, retired Construction Manager...
instead, design the right product for the channel
6 months of GlowCaps data shows over 95% adherence.




 Now data streams in daily. We know exactly which people are takin...
Invert the sequence
develop final product > get paid by a customer > promote > launch
Attribution is a currency
Private label deals often reduce risk and accelerate adoption
Simplify until is hurts
Try to fall out of love quickly with your favorite ideas
43
Oscillation between poles is healthy
                                Design

                   Teach                    M...
Don’t tell your girlfriend, spouse, family,
friends that you’re on the verge of a deal.
...until the funds are wired into ...
Connected Syringes




Don’t stop sketching         •   Looks like a high-tech sunglasses case

Sketching doesn’t defocus ...
Salt Sentinel




•   Dispenses salt and grinds pepper
•   360 degree camera uploads images
    to offshore nutritionist f...
Spirometer Kazoo
                   •   Makes spirometry fun using sound and
                       projection
           ...
20 years 20 important mistakes


          David Rose
          drose@media.mit.edu
          drose@vitality.net
20 years 20 mistakes I've made as an entrepreneur
20 years 20 mistakes I've made as an entrepreneur
20 years 20 mistakes I've made as an entrepreneur
20 years 20 mistakes I've made as an entrepreneur
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20 years 20 mistakes I've made as an entrepreneur

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I was asked last week to speak in a class at MIT on entrepreneurship. Rather than a self congratulatory parade through past products and companies that I’m most proud of, I gave the talk that I wished someone had given when I was a student 20 years ago at HBS taking a course on entrepreneurship. In that course I remember meeting Richard Branson, the founder of Virgin who came in to give us his simple self-aggrandizing recipe for success (passion + persistence, bla bla bla). It’s humble to talk about your mistakes, but hopefully more useful. And slightly cathartic…

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20 years 20 mistakes I've made as an entrepreneur

  1. 20 years 20 important mistakes I’ve made as an entrepreneur A presentation to the MIT Media Lab Ventures Class, 2/18/10 David Rose drose@media.mit.edu drose@vitality.net
  2. Don’t sell the right bike, Sell the bikes in the basement
  3. You ≠ your company Commitment is critical. Obsession may be regrettable.
  4. Select your customers carefully Museums, educational publishers, and toy companies have little spending power. Mindstorms Enchanted Objects
  5. Ignore 90% of potential opportunities Prioritize low-hanging fruit that ripen quickly
  6. Babson Don’t confuse a clear view with a short distance Vision is easy, market timing is the challenge
  7. Starve together. Feast together.
  8. Listen to early customers Don’t be afraid to throw out the bplan
  9. How can the web help people tell stories with pictures, and co-create photo albums?
  10. – Create Construct Pholios based around a life event, wedding, birthday party, trip to Europe or just a collection of pictures of old school friends – Personalize Follow an easy-to-use process to build well- designed personal, customized area to share stories – Communicate Stay in touch with family and friends – Collaborate Add captions, thought balloons and sound effects – Protect Password-protect or make public – Organize and Archive Sort, categorize and preserve
  11. Don’t just work on the product Your job is to make 4 bridges meet Team Product Customers Investors
  12. Site X-ray: visualizing online traffic patterns on ecommerce sites
  13. What if connectivity and computation could be baked into any object?
  14. We envision that the architectural spaces we inhabit will become an interface between humans and online digital information. We have been designing ambient information displays to explore the use of kinetic physical objects to present information at the periphery of human perception.
  15. Press and sales may be inversely proportional Novelty generates headlines. Incrementalism makes an easy buying decision.
  16. Fishing
  17. Fishing
  18. Fishing
  19. Ambient Channel Line-Up Preview - Spring 2004 Finance Travel Outdoors Sports Messaging News Enterprise Other Shopping DOW Traffic Weather Game Email Election Sales Web Traffic eBay Congestion Forecast Score Waiting Polls Trends Auctions FTSE Commute Ski Team IM Buddy Opinion Customer Online Wedding Time Standings Status Polls satisfaction Transactions Registry NASDAQ Frequent Surf Game Mobile plan NewsFutures Inventory Homeland Flyer Miles Countdown minutes Levels Security My Portfolio Sailing Betting Meeting Profit Odds Countdown Margins Bank Air Quality Blogshares Employee Developer* Balance Utilization Credit Card Pollen Competition Balance Forecast A single pixel browser is only interesting at MIT Net Worth Golf You can own one idea in people’s minds Ambient Devices CONFIDENTIAL
  20. Ambient Umbrella
  21. Compensation isn’t about the money, Pay your best people more than you
  22. Beware of group-think If everyone on your team likes it, expand the circle. ambient
  23. Ambient Dashboard ambient
  24. Smart-swappable faces. Insertion instantly reprograms the device. ambient
  25. Startups shouldn’t partner with startups Weather Wizard ambient
  26. Energy Joule Startups shouldn’t partner with startups
  27. 5-Day Forecaster
  28. LG Refrigerator Exclusivity is a type of currency It can beget larger orders, marketing support, ... ambient
  29. Ambient Bus Pole Temper your entrepreneurial optimism articulating risks garners credibility ambient
  30. Your board is not your strategy team Exceeding expectations may shorten your lifespan
  31. CEO 1.0 cannot co-exist with CEO 2.0
  32. Persona: Jill, age 34 VITALITY Lifestyle: Working mother, travels often for work Flower Power Motivators: Fashion, style, convenience Condition: Depression Prescribed: Cymbalta (Lilly) For Jill the Flower Pillbox lets her manage her depression with security and ease. The stylish circular case holds a week’s worth of pills. She puts the Flower night-light discretely in her bathroom. Each filled pedal represents a compliant day of the week. It provides Jill and her husband peace of mind each day that she is taking important steps to improve her condition. Don’t design the right product for the customer VITALITY VITALITY INC. ©2005 PATENTS PENDING
  33. Persona: Mel, age 72 VITALITY Lifestyle: Sedentary, retired Construction Manager, Match Book Motivators: Condition: Coupons and Rebates Hypercholesterolemia, Hypertension Prescribed: Lipitor® (Pfizer), Toprol-XL® (AstraZeneca) Nowadays Mel is managing heart disease, not ironworkers. At the last office visit his physician gave him a handsome new smart pillbox to manage his once a day Statin and Antihypertensive pills in a consistent, convenient way. Each Sunday morning Mel loads it up…at the end of each month he receives coupons for being compliant. He values the coupons because they offset his out of pocket cost. He has already saved $15 since Don’t design the right product for the customer starting on the program. He knows that if he keeps his medication compliance over 75% for 6 months, he will receive a reward bonus for $20 in the mail. VITALITY VITALITY INC. ©2005 PATENTS PENDING
  34. instead, design the right product for the channel
  35. 6 months of GlowCaps data shows over 95% adherence. Now data streams in daily. We know exactly which people are taking their medication when. Here each box is one day. Rows are people, columns are days. Shades of green show when medication was taken relative to dose times. Glyphs represent reminder calls. Pink indicates a missed dose. These results far exceed our expectation.
  36. Invert the sequence develop final product > get paid by a customer > promote > launch
  37. Attribution is a currency Private label deals often reduce risk and accelerate adoption
  38. Simplify until is hurts Try to fall out of love quickly with your favorite ideas
  39. 43
  40. Oscillation between poles is healthy Design Teach Mentor Fund Raise Fund Mentored Learn drose@media.mi Critique
  41. Don’t tell your girlfriend, spouse, family, friends that you’re on the verge of a deal. ...until the funds are wired into your account
  42. Connected Syringes Don’t stop sketching • Looks like a high-tech sunglasses case Sketching doesn’t defocus your engineering team • Insulated case slides open to expose syringes • Glows, vibrates, and plays ring tones to subtly get your attention • Wireless connection to pharmacy and caregivers • Distributed by specialty pharmacy as part of adherence programs
  43. Salt Sentinel • Dispenses salt and grinds pepper • 360 degree camera uploads images to offshore nutritionist for realtime analysis • Mini-projector displays information adjacent to each item: calories against a budget, ecological footprint, transportation modality. • Press the “i” for more information.
  44. Spirometer Kazoo • Makes spirometry fun using sound and projection • Spirograph projection shows visual feedback to anticipate an asthma attack • Wireless connection to the web permits realtime data analysis and graphing on smart phone.
  45. 20 years 20 important mistakes David Rose drose@media.mit.edu drose@vitality.net
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