#miduchateau

Lean Entrepreurship
Michel Duchateau
#miduchateau
#miduchateau

Introduction
Michel Duchateau
Civil Engineer in Telecom
2004 : Altasys (startup)
2005 : Consultant at Alten
...
#miduchateau

Involved in…
•Startup Weekend Brussels 2011 : Participant
•Startup Weekend Mons 2012 : Organizer
•Startup We...
#miduchateau

The context

Change management handled with projects

Michel Duchateau CreaDelta

4
Typical team:
•Project Manager
•Architect
•Analysts
•Designers
•Experts (Dev, …)
•Testers

Initiate

Define

Actors:
•Stee...
6

Michel Duchateau CreaDelta
#miduchateau

Project Management methodologies

7

Michel Duchateau CreaDelta
Michel Duchateau CreaDelta

8
#miduchateau

Agile methods

http://www.versionone.com/state_of_agile_development_survey/11/
9

Michel Duchateau CreaDelta
#miduchateau

Agile SCRUM
Used in “Complex environments”
• What is going to happen is unknown
• What happened can be used ...
#miduchateau

Agile SCRUM
« Tech Team »

• Dedicated team of 9 persons max.
Typical team:
•Product Owner
•Scrum Master
•Te...
#miduchateau

Schema of Agile SCRUM
To optimize :
 Flexibility
 Creativity
 Productivity

Daily Scrum
1 day

Sprint
4 w...
#miduchateau

Agile SCRUM
PO
SM

Product
Increment

DT

Sprint Review Meeting

PO

Vision

SM

SM

DT

DT

Sprint

Sprint ...
#miduchateau

Sprint Timeline
4 weeks
1 day

1 day

1 day

3 weeks

1 day

T

PO
SM

PO
DT

Sprint Planning Meeting

Produ...
#miduchateau

Project Timeline
Release 1

Sprint 1
day 1

day 2

…

Sprint 2

Sprint 3

Dernier day

T

Product BackLog

1...
#miduchateau

Scrum Board

16

Michel Duchateau CreaDelta
Scrum Board

17

Michel Duchateau CreaDelta
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Michel Duchateau CreaDelta
Does it work ?

YES!
Michel Duchateau CreaDelta

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Ginger, winner of SWBru 2013
In 54h :
- Running Prototype
- Validated Business model
- First customer
Michel Duchateau Cre...
Agile SCRUM
– Problem known, Solution unknown yet

What if the problem is unknown ?

Michel Duchateau CreaDelta

21
#miduchateau

Lean Startup is a movement
• Not a method
• Not a soft dev
framework

It is a state of mind to have when you...
#miduchateau

Build-Measure-Learn
This basic process is to iterate between 3 steps based on
prototyping the Product (or se...
#miduchateau

Business
Model

Lean Startup

Product Development
Customer Development

Michel Duchateau CreaDelta

24
#miduchateau

Business
Model

Lean Startup

Product Development
Customer Development

Michel Duchateau CreaDelta

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#miduchateau

Product Development
Agile (SCRUM)

Product :

Minimum Viable Product
The version of a new product which allo...
#miduchateau

Business
Model

Lean Startup

Product Development
Customer Development

Michel Duchateau CreaDelta

27
Business
Model

Business Model Canvas

It is a strategic management and entrepreneurial
tool. It allows you to describe, d...
Michel Duchateau CreaDelta

29
#miduchateau

Business Model Generation
A Handbook for Visionaries, Game Changers, and Challengers
by Alex Osterwalder
The...
#miduchateau

Business
Model

Lean Startup

Product Development
Customer Development

Michel Duchateau CreaDelta

31
#miduchateau

Innovation curve
Everett Rogers (1962) + Crossing The Chasm
Number

Innovation age
Michel Duchateau CreaDelt...
#miduchateau

Customer Development
Early
Adopters

Vision

Customer
Discovery

Product Market fit

Customer
Validation

Bu...
#miduchateau

Product Development with Lean Startup
Customer & Market are unknown
Unknown problem
Customer
Discovery

Cust...
#miduchateau

Michel Duchateau CreaDelta

35
#miduchateau

Lean Canvas ?
• The Business Model Canvas for Lean Startup !
• 9 blocs :
1.
2.
3.
4.
5.
6.
7.
8.
9.

Custome...
#miduchateau

Source
• Running Lean: Iterate from
Plan A to a Plan That Works
(Ash Maurya)
• An efficient & simple to set
...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

38
#miduchateau

Avantages du Lean Canvas
C’est un outil stratégique conçu pour les
entrepreneurs.
Il permet de
décrire, co...
#miduchateau

Michel Duchateau – CreaDelta
Copyright 2013

40
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

41
#miduchateau

1. Customer Segments
• List customer segments
• Start by idetifying « innovateurs » &« early adopters »
• Ea...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

43
#miduchateau

2. Problem
• Target real problems without suppositions.
• Very hard task for engineers and
entrepreneurs bec...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

45
#miduchateau

3. Unique Value Proposition
• The value proposition is a promise of value to be
delivered. It’s the primary ...
#miduchateau

Michel Duchateau – CreaDelta

47
#miduchateau

Michel Duchateau – CreaDelta
Copyright 2013

48
#miduchateau

Michel Duchateau – CreaDelta
Copyright 2013

49
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta

50
#miduchateau

4. Solution
• Definition of key features for each problem

Michel Duchateau – CreaDelta
Copyright 2013

51
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

52
#miduchateau

5. Channels
• What Channel should I use to reach customer
segments to make them know the VP ?
• Ex : Landing...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

54
#miduchateau

6. Revenue Streams
• Where are revenues coming from ?
• Amounts ?
• Reccurent revenues or One Shot revenues ...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

56
#miduchateau

7. Costs structure
• What are the operational costs and boostrap’s
costs ?
• Set up a « Free Trial » Busines...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

58
#miduchateau

8. Key indicators
• What are the most important indicators to
monitor to check health and performance of
the...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

60
#miduchateau

9. Unfair Advantage
• A true unfair advantage is something that
cannot be easily copied or bought.
• Ex : an...
#miduchateau

Lean Canvas

Michel Duchateau – CreaDelta
Copyright 2013

62
#miduchateau

Exercise 1
• Group of 5
• 20 min
• Identify the key elemnts of Lean Canvas for a
standard bakkery

Michel Du...
#miduchateau

Exercise 2
•
•
•
•

Same groups
Share results between groups
10 min
Challenge the Lean Canvas of the closest...
What about Business Model Canvas ?
•Useful for enterprises and
entrepreneurs
•Can be used for existing projects and
activi...
#miduchateau

References
Sep 2012 : « Test Your Value Proposition:» A. Osterwalder, Y. Pigneur, A. Smith
Aug 2012 : « Valu...
#miduchateau

Wanna try Lean Startup / Agile ?

Michel Duchateau CreaDelta

67
Thank you
Michel Duchateau
mduchateau@creadelta.be
@miduchateau
+32 491 50 70 90
Michel Duchateau CreaDelta

68
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Lean entrepreneurship - JSM 2014 - JADE - Michel Duchateau - CreaDelta

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Introduction to entrepreneurship with Lean Startup, Agile, Scrum, Lean Canvas.

This workshop has been animated for JADE Forum 2014. (JSM)

Published in: Business

Lean entrepreneurship - JSM 2014 - JADE - Michel Duchateau - CreaDelta

  1. 1. #miduchateau Lean Entrepreurship Michel Duchateau #miduchateau
  2. 2. #miduchateau Introduction Michel Duchateau Civil Engineer in Telecom 2004 : Altasys (startup) 2005 : Consultant at Alten Belgacom, Electrabel, GDF-SUEZ , Orange Business Services 2010 : FreeMyMove (startup) 2012 : CreaDelta • Training in Innovative Project Management & Entrepreneurship • Coaching SME’s & enterprises • Expert for regional public institutions in Belgium • Expert in Agile SCRUM, Lean Startup, #BMGEN, #CustDev, PRINCE2, ITIL & more. 2013 : Les Jeunes Entreprises (Junior Achievement – Young Enterprise) Regional coordinator « Young Enterprise Project » Certifications PM Michel Duchateau CreaDelta 2
  3. 3. #miduchateau Involved in… •Startup Weekend Brussels 2011 : Participant •Startup Weekend Mons 2012 : Organizer •Startup Weekend Brussels 2013 : Organizer •Startup Weekend Liège 2013 : Facilitator •Startup Weekend Leuven 2014 : Facilitator •Startup Weekend EU Organizer Summit 2013 at Teneriffe •Global Facilitator Startup Weekend Europe from 2013 Jury - European Entreprise Challenges Jury - NRJ Start-up Advisor & co-responsible of Alumni network Consultant for SME at Wallonnia Region Startup Coach & Jury in Belgium Expert for SME at Brussels Region Brussels Curator Organisator Ambassador & Speaker Speaker about Lean Startup & Agile Michel Duchateau CreaDelta 3
  4. 4. #miduchateau The context Change management handled with projects Michel Duchateau CreaDelta 4
  5. 5. Typical team: •Project Manager •Architect •Analysts •Designers •Experts (Dev, …) •Testers Initiate Define Actors: •Steering Committee •Business Project Leader •Service Delivery Manager Design Build Implement Close Michel Duchateau CreaDelta 5
  6. 6. 6 Michel Duchateau CreaDelta
  7. 7. #miduchateau Project Management methodologies 7 Michel Duchateau CreaDelta
  8. 8. Michel Duchateau CreaDelta 8
  9. 9. #miduchateau Agile methods http://www.versionone.com/state_of_agile_development_survey/11/ 9 Michel Duchateau CreaDelta
  10. 10. #miduchateau Agile SCRUM Used in “Complex environments” • What is going to happen is unknown • What happened can be used to take prospective decisions • Problem known , Solution unknown yet 10 Michel Duchateau CreaDelta
  11. 11. #miduchateau Agile SCRUM « Tech Team » • Dedicated team of 9 persons max. Typical team: •Product Owner •Scrum Master •Team members • Iterative development : Continous adapation of product based on requirements changes, that are observed by the user during Design & Build • Roles – Product Owner represents customers and users – Scrum Master guarantees the process ( not a Project Manager ) – Team is self-organizing and multidisciplinary 11 Michel Duchateau CreaDelta
  12. 12. #miduchateau Schema of Agile SCRUM To optimize :  Flexibility  Creativity  Productivity Daily Scrum 1 day Sprint 4 weeks Product BackLog Product Owner Sprint BackLog Product Development Team 12 Michel Duchateau CreaDelta
  13. 13. #miduchateau Agile SCRUM PO SM Product Increment DT Sprint Review Meeting PO Vision SM SM DT DT Sprint Sprint Retrospective Meeting 4 weeks Stakeholders SM DT Daily Scrum 15 min PO Product Owner SM Product BackLog 1 day DT Sprint Planning Meeting Sprint BackLog 13 1 day 1 day Iterations Michel Duchateau CreaDelta
  14. 14. #miduchateau Sprint Timeline 4 weeks 1 day 1 day 1 day 3 weeks 1 day T PO SM PO DT Sprint Planning Meeting Product BackLog Sprint BackLog SM PO DT SM PO DT SM PO DT Daily Scrum Daily Scrum Daily Scrum Incrément de Product Incrément de Product 14 Incrément de Product SM PO DT SM Sprint Review Meeting DT Sprint Retrospective Product BackLog Michel Duchateau CreaDelta
  15. 15. #miduchateau Project Timeline Release 1 Sprint 1 day 1 day 2 … Sprint 2 Sprint 3 Dernier day T Product BackLog 15 Michel Duchateau CreaDelta
  16. 16. #miduchateau Scrum Board 16 Michel Duchateau CreaDelta
  17. 17. Scrum Board 17 Michel Duchateau CreaDelta
  18. 18. 18 Michel Duchateau CreaDelta
  19. 19. Does it work ? YES! Michel Duchateau CreaDelta 19
  20. 20. Ginger, winner of SWBru 2013 In 54h : - Running Prototype - Validated Business model - First customer Michel Duchateau CreaDelta 20
  21. 21. Agile SCRUM – Problem known, Solution unknown yet What if the problem is unknown ? Michel Duchateau CreaDelta 21
  22. 22. #miduchateau Lean Startup is a movement • Not a method • Not a soft dev framework It is a state of mind to have when you want to create an innovative company, or when you want to put innovation in an existing business. Michel Duchateau CreaDelta 22
  23. 23. #miduchateau Build-Measure-Learn This basic process is to iterate between 3 steps based on prototyping the Product (or service) with an empirical approach.   Ideas  Learn Build ✚ ✚ Code ✚  Data   Measure Michel Duchateau CreaDelta 23
  24. 24. #miduchateau Business Model Lean Startup Product Development Customer Development Michel Duchateau CreaDelta 24
  25. 25. #miduchateau Business Model Lean Startup Product Development Customer Development Michel Duchateau CreaDelta 25
  26. 26. #miduchateau Product Development Agile (SCRUM) Product : Minimum Viable Product The version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort. Ex : Customer Interviews, Pitch, Landing Page Test, Powerpoint,Duchateau CreaDelta Demo Prototype, Michel 26
  27. 27. #miduchateau Business Model Lean Startup Product Development Customer Development Michel Duchateau CreaDelta 27
  28. 28. Business Model Business Model Canvas It is a strategic management and entrepreneurial tool. It allows you to describe, design, challenge, invent, and pivot your business model. How to use • Multidisciplinary team • With Post-It • Living document Benefits • Challenge, rethink, change a Business Model rapidly & easily • Visual, easily communicable Michel Duchateau CreaDelta 28
  29. 29. Michel Duchateau CreaDelta 29
  30. 30. #miduchateau Business Model Generation A Handbook for Visionaries, Game Changers, and Challengers by Alex Osterwalder The book Web site Youtube’s video The Video http://www.youtube.com/watch?v=QoAOz MTLP5s http://www.amazon.com/Business-ModelGeneration-VisionariesChallengers/dp/0470876417 http://www.businessmodelgeneration.com Michel Duchateau CreaDelta 30
  31. 31. #miduchateau Business Model Lean Startup Product Development Customer Development Michel Duchateau CreaDelta 31
  32. 32. #miduchateau Innovation curve Everett Rogers (1962) + Crossing The Chasm Number Innovation age Michel Duchateau CreaDelta 32
  33. 33. #miduchateau Customer Development Early Adopters Vision Customer Discovery Product Market fit Customer Validation Business Plan Customer Creation Scale Company Pivot RESEARCH EXECUTION Michel Duchateau CreaDelta 33
  34. 34. #miduchateau Product Development with Lean Startup Customer & Market are unknown Unknown problem Customer Discovery Customer Validation Customer Creation Unknown solution data, feebacks, insights Scale Company Agile (SCRUM) Hypothesys, ex periments, insi ghts Michel Duchateau CreaDelta 34
  35. 35. #miduchateau Michel Duchateau CreaDelta 35
  36. 36. #miduchateau Lean Canvas ? • The Business Model Canvas for Lean Startup ! • 9 blocs : 1. 2. 3. 4. 5. 6. 7. 8. 9. Customer Segments Problem Unique Value Proposition Solutions Channels Revenue Streams Cost Structure Key Metrics Unfair Advantages Michel Duchateau – CreaDelta Copyright 2013 36
  37. 37. #miduchateau Source • Running Lean: Iterate from Plan A to a Plan That Works (Ash Maurya) • An efficient & simple to set hypothesis • Amazon, Fnac, … (20€) • http://runninglean.co/ Michel Duchateau – CreaDelta Copyright 2013 37
  38. 38. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 38
  39. 39. #miduchateau Avantages du Lean Canvas C’est un outil stratégique conçu pour les entrepreneurs. Il permet de décrire, concevoir, challenger, inventer, et faire pivoter un Busines Model. Exploitable en 20 minutes Michel Duchateau – CreaDelta Copyright 2013 39
  40. 40. #miduchateau Michel Duchateau – CreaDelta Copyright 2013 40
  41. 41. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 41
  42. 42. #miduchateau 1. Customer Segments • List customer segments • Start by idetifying « innovateurs » &« early adopters » • Early adopters = traction users Everett Rogers (1962) Number Innovation Michel Duchateau – CreaDelta Copyright 2013 42
  43. 43. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 43
  44. 44. #miduchateau 2. Problem • Target real problems without suppositions. • Very hard task for engineers and entrepreneurs because of their love for SOLUTION creation instead of PROBLEM anayslis. Michel Duchateau – CreaDelta Copyright 2013 44
  45. 45. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 45
  46. 46. #miduchateau 3. Unique Value Proposition • The value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you. • It explains how your product solves customers’ problems or improves their situation (relevancy), • It tells the ideal customer why they should buy from you and not from the competition (unique differentiation). • Understandable in 8 seconds Michel Duchateau – CreaDelta Copyright 2013 46
  47. 47. #miduchateau Michel Duchateau – CreaDelta 47
  48. 48. #miduchateau Michel Duchateau – CreaDelta Copyright 2013 48
  49. 49. #miduchateau Michel Duchateau – CreaDelta Copyright 2013 49
  50. 50. #miduchateau Lean Canvas Michel Duchateau – CreaDelta 50
  51. 51. #miduchateau 4. Solution • Definition of key features for each problem Michel Duchateau – CreaDelta Copyright 2013 51
  52. 52. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 52
  53. 53. #miduchateau 5. Channels • What Channel should I use to reach customer segments to make them know the VP ? • Ex : Landing page, SEO, blogs, articles … • The idea is to measure impact at low cost. Michel Duchateau – CreaDelta Copyright 2013 53
  54. 54. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 54
  55. 55. #miduchateau 6. Revenue Streams • Where are revenues coming from ? • Amounts ? • Reccurent revenues or One Shot revenues ? Michel Duchateau – CreaDelta Copyright 2013 55
  56. 56. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 56
  57. 57. #miduchateau 7. Costs structure • What are the operational costs and boostrap’s costs ? • Set up a « Free Trial » Business Model instead of a « Freemium » Business Model – Indeed, Freemium delays learning insights Michel Duchateau – CreaDelta Copyright 2013 57
  58. 58. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 58
  59. 59. #miduchateau 8. Key indicators • What are the most important indicators to monitor to check health and performance of the activity ? • Ex : Number of visitors on site, number of orders Michel Duchateau – CreaDelta Copyright 2013 59
  60. 60. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 60
  61. 61. #miduchateau 9. Unfair Advantage • A true unfair advantage is something that cannot be easily copied or bought. • Ex : an address book of designers / a Facebook page very active / a good integration within the most influencal blogers Michel Duchateau – CreaDelta Copyright 2013 61
  62. 62. #miduchateau Lean Canvas Michel Duchateau – CreaDelta Copyright 2013 62
  63. 63. #miduchateau Exercise 1 • Group of 5 • 20 min • Identify the key elemnts of Lean Canvas for a standard bakkery Michel Duchateau – CreaDelta Copyright 2013 63
  64. 64. #miduchateau Exercise 2 • • • • Same groups Share results between groups 10 min Challenge the Lean Canvas of the closest group from yours (Q&A) • 10 min Michel Duchateau – CreaDelta Copyright 2013 64
  65. 65. What about Business Model Canvas ? •Useful for enterprises and entrepreneurs •Can be used for existing projects and activities •Does not require to start with Customer Problem •Focus on Value Proposition without clear unfair advantage Michel Duchateau – CreaDelta Copyright 2013 65
  66. 66. #miduchateau References Sep 2012 : « Test Your Value Proposition:» A. Osterwalder, Y. Pigneur, A. Smith Aug 2012 : « Value Proposition Canvas » A. Osterwalder, Y. Pigneur, A. Smith Customer Development Product Development Business Model Mar 2012 : "The Startup Owner's Manual", Steve Blank Mar 2012 : « Running Lean: Iterate from Plan A to a Plan That Works » A. Maurya 2011 : « The Lean Startup », Eric Ries 2010 : « The Entrepreneur's Guide to Customer Development », B. Cooper, P. Vlaskovits 2010 : « Business Model Generation » A. Osterwalder, Y. Pigneur, A. Smith 2005 : « The Four Steps to the Epiphany » S. Blank 2003 : « Lean Software Development», M. Poppendieck 1996 : « Lean Thinking », J. P. Womack, D. T. Jones 1990 : « The Machine That Changed The World », J. P. Womack, D. T. Jones & D. Roos 1988 : « Triumph of the Lean Production System », J. Krafcik 1936-1980 : Toyota Production System 1936 : « Kaizen », Toyota 1911 : « Principles of Scientific Management », Taylor Michel Duchateau CreaDelta 66 T
  67. 67. #miduchateau Wanna try Lean Startup / Agile ? Michel Duchateau CreaDelta 67
  68. 68. Thank you Michel Duchateau mduchateau@creadelta.be @miduchateau +32 491 50 70 90 Michel Duchateau CreaDelta 68
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