Stay Lean - Your Startup Toolkit (2013 short edition)

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CogniDox have curated a collection of links to over 450 business tools and organized them into a Mind-map for easy browsing. We'd like to share this with you, in the hope that you will find it as useful as we do.

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Stay Lean - Your Startup Toolkit (2013 short edition)

  1. 1. Presentation to Cambridge Startup Masterclass 11th March 2013 Stay Lean: Your Startup Toolkit Paul Walsh CogniDox http://www.cognidox.com
  2. 2. Why I got into Startup Tools as a topicBACKGROUND
  3. 3. Lots of tools advice out there
  4. 4. Start-up Tools – the Wiki http://startuptools.pbworks.com/w/page/17974963/FrontPage Songkick started a Wiki around April 2009 - "As a Startup, what tools do you find useful“? I added my list and have followed the Wiki ever since
  5. 5. The list grew very long… Arbitrary category structure / no framework makes it hard to find anything A list is not “actionable advice” How would it work as a Mindmap?
  6. 6. My Scope is Tools My focus is technology Startups (who are just starting out, dont have enough people, time or money and are bootstrapping like crazy)
  7. 7. What skills do Startups need to prosper?THE SIX ABILITIES FRAMEWORK
  8. 8. Startups require many skills“In a Startup, everybody does everything” http://www.wordle.net/
  9. 9. So, what abilities do you need in a successful Startup? Let’s go back to the basics…
  10. 10. I think I’ve got a good idea
  11. 11. I need to test my idea
  12. 12. I need to build it to prove I’m right
  13. 13. What if someone copies my idea?
  14. 14. I need to tell the world!
  15. 15. Will you buy it?
  16. 16. I need to get paid
  17. 17. Projecting Protecting Persuading ValueTransforming Proposition Forming Collecting
  18. 18. Um - isnt that like a ... snail? Startups need protection “The snails shell structure can inspire new and better designs for human protective equipment” Startup growth is only relatively fast. Be patient.
  19. 19. FundingA very cheap shot at the venture capital industry ;-)
  20. 20. Abilities are built iteratively Startup will pass through different phases in cycles
  21. 21. The order isn’t rigid• Only the forming stage has a fixed slot• There’s nothing wrong with testing the market demand before you build anything• You’re unlikely to persuade before you project, or collect before you persuade• Protecting in particular may come early or right at the end of the process
  22. 22. Individual profiles will exist Projecting 10 9 8 7 6 Protecting 5 Persuading 4 3 2 1 Actual 0 Ideal Transforming Collecting Forming
  23. 23. Summary of Six Abilities• In the course of any Startup journey there are six types or groups of ability needed• You won’t have/need them all to begin with• Abilities are added in small chunks, not in total blocks• Different companies (even established ones) will have individual ability profiles
  24. 24. What’s it got to do with tools?• Tools enable more rapid and effective cycles• Good tools: – work like checklists or an ideal To-do list – accelerate a customer development plan – are more actionable than general advice – don’t need to cost a lot of money
  25. 25. Next up…• We’re going to go through each of the Six Abilities and look in more detail at the activities done in them• We’re going to consider examples of tools that will help with those activities• First, a quick consideration of the Ideas part
  26. 26. How to form and express ideas or conceptsIDEATION
  27. 27. Customer value creation An idea may improve one of Convenience or these existing product or Usability service characteristics Accessibility Performance Getting the Job Customization DoneRisk Reduction Brand or Status Cost Reduction Price Design Newness From "Business Model Generation" (Osterwalder & Pigneur)
  28. 28. Writing an Elevator Pitch is a/an[your product name] [non-clichéd adjective] [software genre]that to/for [active verb] [most important benefit][most important market segment] Based on Marcia Yudkin How to Create Killer Blurbs That Sell Software (2007) http://www.namedatlast.com/naming7.htm
  29. 29. Writing an Elevator Pitch is a/an[your product name] [non-clichéd adjective] [software genre]that to/for [active verb] [most important benefit][most important market segment] Based on Marcia Yudkin How to Create Killer Blurbs That Sell Software (2007) http://www.namedatlast.com/naming7.htm
  30. 30. My Product / Service is… a (Adjective) (Genre) that Enables you to (meet a need) which Delivers (key benefit)
  31. 31. One paragraph approach What we do + Who we do it to + Why you should care after Brad Feld http://www.feld.com/wp/archives/2012/10/if-you-cant-explain-what-you-do-in-a-paragraph-youve-got-a-problem.html
  32. 32. The Story Spine Once upon a time, [fill in the blank] Every day, [fill in the blank] But one day, [fill in the blank] Because of that, [fill in the blank] Because of that, [fill in the blank] Until finally [fill in the blank] Ever since then, [fill in the blank] And the moral is [fill in the blank]Based on The Story Spine as created by Kenn Adams (playwright and actor) as a way of understandingdramatic structure. Also referenced by Dan Pink as The Pixar Pitch in his book "To Sell is Human"
  33. 33. But don’t write in formulas! …when you use formulas to write
  34. 34. Startup Wizards
  35. 35. Checklist for Forming How to start (form) a company Where to look for co-founders How to capture a business model Where to find funding Where to find a development team How to research your contacts How to research your market How to research your competitors How to price your product
  36. 36. Checklist for Forming How to start (form) a company Where to look for co-founders How to capture a business model Where to find funding Where to find a development team Business Model Canvas How to researchCanvas Lean your contacts Startup Canvas How to research your market How to research your competitors How to price your product
  37. 37. Deep Dive – The Canvas• Alex Osterwalder @AlexOsterwalder – Business Model Generation #bmgen – Strategyzer• Rob Fitzpatrick @robfitz – Startup Toolkit: a canvas aimed at startups• Ash Maurya @ashmaurya – Lean Canvas: a canvas aimed at lean startups• Salim Viranim @SaintSal – Business Model Trigger Cards• Business Model Hub – http://businessmodelhub.com/
  38. 38. Business Model Canvas Poster, iPad or Web-based?
  39. 39. Lean Canvas
  40. 40. Subtle differences in modelsBusiness Model Canvas Startup Canvas Lean CanvasValue Proposition Value Proposition Value PropositionCustomer Segments Customer Segments Customer SegmentsCustomer Relationship Unfair Advantage Unfair AdvantageRevenue Streams Revenue Streams Revenue StreamsKey Activities Key Activities Key MetricsCost Structure Cost Structure Cost StructurePartners Problem ProblemKey Resources Solution SolutionChannels Channels Channels
  41. 41. Complete canvas in this order1. Value Proposition - why you are different / what user need you address / why your product or service is worth buying2. Customer Segment - who you are selling to / which are most important3. Customer Relationship - how you contact and inform buyers4. Revenue Streams - how you collect revenue5. Key Activities - how you maximise revenue6. Cost - what you need to spend money on7. Partners - who can help you8. Key Resources - assets you need to deliver the value proposition9. Channels – how you fulfil your orders / path to customer
  42. 42. A simple alternative2. Problem 3. Value Proposition Don’t build ideas, solve Need / Benefit Who is it for? problems Statements 1. Buyer Profile May need to start Price – Cost with user, then What makes you X buyer special? Big Number4. Profit Formula 5. Your Capabilities
  43. 43. Forming & the Lean Startup• Invent a succession of short customer pitches. For each pitch, do a Business Model Canvas• Build your MVP plan – treat it as a Product Backlog, look at Agile PM tools to assist• How do you research your competition? – Research is the precursor to Experiment. Look at company and market data using tools
  44. 44. Startup Wizards
  45. 45. Checklist for Transforming How to plan a software release Choosing right development method Minimal Viable Product (MVP) and Backlog Managing your code base Tracking change requests Lean build, test & deploy process Communications in the dev team Design for good user experience Where to turn for help
  46. 46. Software Development BlueprintThe lean Startup needs a lean development model
  47. 47. Deep Dive – Project Planning Agile Zen lean project management Trello project collaboration
  48. 48. Checklist for Transforming How to plan a software release Automated testing: Selenium Choosing right development method Minimal Viable Product (MVP) and Backlog Continuous Integration: Jenkins Managing your code base Continuous Deployment: Heroku Tracking change requests Lean build, test & deploy process Communications in the dev team Design for good user experience Where to turn for help
  49. 49. Deep Dive – Automated Test Browser recording WebDriver & Selenium Server Selenium web browser automation
  50. 50. Transforming & the Lean Startup• Build User Personas and devise a strategy for continuous UX testing• Lean teams choose tools to support Agile, Scrum or Kanban process• Develop around Continuous Integration (CI) and Automated Testing tools• What does Continuous Deployment mean for your product? Implement the answer
  51. 51. Startup Wizards
  52. 52. Checklist for Protecting Where to find contracts, legal agreements How to research and create patents How to register your trademark Find and register your web domain name Compliance, governance and regulations Data security and user privacy How to avoid “We’ve been hacked” Ways to ensure business continuity How (not) to protect your reputation
  53. 53. Checklist for Protecting Where to find contracts, legal agreements How to research and create patents How to register your trademark Find and register your web domain name Compliance, governance and regulations Writing an agreement helps you Data security and user privacy the issues and better understand How to avoid “We’ve been hacked” communicate with lawyers Ways to ensure businesssave money It can also continuity How (not) to protect your reputation
  54. 54. Top 10 Contracts to look for…Shareholder Contract of End User Subscriptions EvaluationAgreement Employment License Agreement License AgreementSales Referral Sales Partner Terms of Share Option Developer Agreement Agreement Service Agreement Services Agreement
  55. 55. Examples are out there
  56. 56. Patents are good for entrepreneurial Startups• Patent trollsbackcome after SMEs Let’s go dont to the basics… Companies with less than $100M annual revenue made up 66% of unique defendants and at least 55% of unique defendants in these cases make under $10M per year (Chien, 2012)
  57. 57. The Curious Case of Python• Open source programming language since 1991• Domain python.org registered 27-Mar-1995 by Python Software Foundation• Domain python.co.uk registered 29-Oct-1997 by UK company (Our Holdings Ltd / Pobox Internet Ltd) – EU community trademark application; exclusive right to use "Python" for software, servers, and web services in Europe• Unrelated company pobox.com gets flamed on twitter and has to deny links with pobox.co.uk• Costs of a trademark opposition by PSF will be "tens of thousands of dollars"• One of the Python principles: – "Complex is better than complicated"
  58. 58. Protecting & the Lean Startup• Draft your legal agreements, it’s good for you• Trademarks and domain are part of your MVP• Learn some anti-Troll tactics• Worry about data & security vulnerabilities• Don’t @*&^ with your Startup reputation
  59. 59. Startup Wizards
  60. 60. Checklist for Projecting How to design the company image Using a launch page Building and optimizing a web site Listing in product directories How to do Content Marketing Making videos and screencasts Using social media for marketing How to do a press release Manage your Blog
  61. 61. Checklist for Projecting How to design the company image Using a launch page Building and optimizing a web site Listing in product directories How to do Content Marketing Drupal, Joomla, WordPress, etc. Making videos and screencasts Hubspot Market Grader Using social mediaOpenmarketing SEOMoz for Site Explorer Ahrefs Backlinks report How to do Analytics (Google, Piwik, etc.) a press release Manage your Blog
  62. 62. Deep Dive – Website Grader e.g. Increase our blogging frequency
  63. 63. Deep Dive – Site ExplorerDomainAuthority/100 SEOMoz Site Explorer
  64. 64. Deep Dive – Backlinks
  65. 65. Projection is never easy 83% of IT decision makers have a broad understanding of the concept of cloud computing But… 22% think Platform as a Service is a new philosophy in railway management 16% think Infrastructure as a Service is a new road project 15% think cloud computing is a free WiFi service for Internet access in public placesSource: Six Degrees Group "Up to the Cloud"
  66. 66. Projecting & the Lean Startup• Build a Lean Marketing Plan – it should contain a market launch plan• Are you SEO-ready?• Plan ahead by preparing marketing content• Streamline the content publishing process• Be media-savvy
  67. 67. Startup Wizards
  68. 68. Checklist for Persuading Customer queries and help desk How to track customer relationships Collecting user feedback Automating your marketing Setting up user forums Running a user survey Sales calls, screen share and webinars Email marketing and newsletters
  69. 69. Checklist for Persuading Customer queries and help desk How to track customer relationships Collecting user feedback Automating your marketing Setting up user forums Running a user survey Issue Tracking e.g. OTRS Sales calls, Self-service and webinars screen share Answers e.g. Q2A Email marketing and newsletters
  70. 70. Deep Dive – Q2A Q2A (Questions to Answers)
  71. 71. Checklist for Persuading Customer queries and help desk How to track customer relationships Collecting user feedback Automating your marketing Setting up user forums Running a user survey From CRM (Relationship)To CXM Sales calls, (eXperience)and webinars screen share Don’t confuse with Salesforce Email marketing and newsletters Automation
  72. 72. Deep Dive - CRM SugarCRM Community Edition
  73. 73. Sales pipeline• Building a sales pipeline model is one of the most under-rated steps in Lean Sales• Remove friction & waste = easier sales• Useful only if (a) bespoke and (b) validated
  74. 74. Persuading & the Lean Startup• Keep track of everything customer-related• Refine Buyer Persona(s) when necessary• Plan a Conversion Rate Optimization process and test it• Decide your Technical Support methodology• How much of a Knowledge Base can you build as early as possible?• Integrate user voice tools into your testing
  75. 75. Startup Wizards
  76. 76. Checklist for Collecting Keep track of accounts Invoice professionally Ensure payments are made on time Tracking billable hours Manage your payroll Choosing an e-commerce system Subscription or membership billing Changing your price or pricing
  77. 77. Checklist for Collecting Keep track of accounts Invoice professionally Ensure payments are made on time Tracking billable hours Manage your payroll Choosing an e-commerce system QuickBooks Online Kashflow Subscription or membership billing Freshbooks Changing your price or pricing BrightPearl
  78. 78. Deep Dive - Accounting QuickBooks Online Nothing can help you get paid on time 
  79. 79. Changing the business model Getting Users vs Customers Free / Premium pricing can cause more fallout than any other topic
  80. 80. A resource for Lean StartupsTOOLS & THE FRAMEWORK
  81. 81. A Startup Toolkit Resourcehttp://www.cognidox.com/toolkit CLICK HERE
  82. 82. The Startup Tools Mind Map
  83. 83. Links to over 450 Tools
  84. 84. How to use the Mind Map Hold down mouse to drag imageClick on a title to expand / contractBuilt with: Click on a link to open tool website
  85. 85. Other Startup Tool Lists• Startup tools and blogs for entrepreneurs (Steve Blank) – http://steveblank.com/tools-and-blogs-for-entrepreneurs/#startup-tools – Resources and tools with emphasis on customer development• Seedcamp list for business tools – http://biztools.pbworks.com/w/page/11120547/FrontPage – Good on Resources (business philosophy and tips), but light on business tasks / tools• Lean Startup Wiki – http://leanstartup.pbworks.com/w/page/15765221/FrontPage – Good place to discuss Lean Startup concepts, but only tools are Business Model Canvas (explained later)
  86. 86. Contacts Cognidox Limited salesinfo@cognidox.com St. Johns Innovation Centre www.cognidox.com Cowley Road Cambridge CB4 0WS United Kingdom

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