Molchanova Julia
www.inc.hse.ru
Julia Molchanova
72% startup adviser
Working since I was 13
1,7 own business
3,4 diplomas
www.facebook.com/pr.sabato
Agenda:
1. Introductory words
2. Business idea search
3. First steps
4. Warm-up
Worth doing?
probably, if…
You have the dream..
Your own business is the only way
to make your dream come true
Worth doing!
If …
Your own business is the only
way to solve your problem
or …
the common problem
Can I be successful?
GOAL
FOCUS
100%
INVOLVEMENT
RESPONSIBILITY
Where to begin?
How to measure the
temperature of business?
Which business is more profitable?
Which business is more effective?
Problem
Business idea
GoalProblem + =Business
idea
BUT
problemidea + result
=
Solution fits to the problem
+
+ =
=
But how do we do business?
+ + =
Client Creativity Product Result
What is the key component in
this formula?
+ =
client product
Can it be successful without
creativity?
+ =
creativity product
Can it be successful without
understanding the client?
+ =
client creativity
Can it be successful without
product?
What is more important, if…?
=
client creativity product
payer
+
production
So, what is the key
component in this formula?
feedback
business model
test
team
product
client
We think that product
development cycle is
Company
Team
Client
team
flood of tasks
product
client
Real cycle
Were is my
product?!!!
The first warm-up
Ok, but how we can find
business idea?
The famous russian recipe
• Observe
99% of success:
• Spy
The secret russian recipe
Source of ideas: pain and
problems of people
What not to do?
classic startup
What to do?
Find the need
Focus
Methods for ideas elaboration
• Every idea looks good for
creativity
• «Decomposing impossible»
• «Lotus blossom»
@I am pi...
The second warm-up
«Decomposing impossible»
The third warm-up
«Lotus blossom»
So what next?
1.Calculate how much money
you can make
46% of mobile users in
Russia in 2012.
2 280 000 Android devices
2 000 000 iOS in Russia in 2012
More than 4 mln devices
2 280 000 Android devices 2 000 000 iOS devices in 2012
+
4 mln devices devices per user
2,6 mln
users
1,5
2,6 mln
users
10% our
target
audience
_____ thousands.
users
______
users
___% conversion
___ $ income per visit
____ thousands $
– every day
____ thousands $
– every month
Planned income
1. How many potential customers?
2. How many similar products and
substitutes have been sold?
3. How many competitors on t...
2.Draw you business model
Focus on customers
• How is your customers? What
inspires them? What tasks do the
face? How can we help them?
• Where our ...
• Company description
• Problem and solution
• Market description and his characteristics
• Technology overview
• Business...
3.Test your solution without
real product
hypothesis test
Test & Analysis
@I am picture from Design Thinking Lab
What to do right now?
Three
methods…
Draw
everything,
that can
explode
Put
everything
on canvas,
that can
explode
Write
how to
avoid the
things,
that can
explode
The first warm-up
And
seriously…
… draw the roadmap
Roadmap – is our secret plan, schema
about:
When?
Where?
How?
With whom?
And what treasures we are going to find.
Good road map shows:
• work goals
• logic
• implementation mechanisms
• key markers
• exact timings
hypotheses markers results adjustments
Assumption 3
Assumption 2
Assumption …
hypotheses markers results adjustments
markers results
So what next?
Form good team
Make a prototype
and test for income
@I am picture from Max Dorofeev
Rediness check
investment presentation
(ES) - executive summary
financial model
list of funds with contacts
letter templates
elevator Pit...
100% involvement of the team
Team and competences fit
Engaged resources and founder
contribution response time and
adequat...
On what terms partners leave the
business?
Julia Molchanova
Hse{Inc} team
Inc.hse.ru
Starting up business: ideation
Starting up business: ideation
Starting up business: ideation
Starting up business: ideation
Starting up business: ideation
Starting up business: ideation
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Starting up business: ideation

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Talk given by Yuliya Molchanova at The Higher School of Economics, Moscow, for Singapore Management University visiting students, July 2014. Aim: what entrepreneur should do before starting business and fund-raising. Topics: "How to find business idea?", "How to validate business idea", "How to find resources for launching".

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Transcript of "Starting up business: ideation"

  1. 1. Molchanova Julia www.inc.hse.ru
  2. 2. Julia Molchanova 72% startup adviser Working since I was 13 1,7 own business 3,4 diplomas www.facebook.com/pr.sabato
  3. 3. Agenda: 1. Introductory words 2. Business idea search 3. First steps 4. Warm-up
  4. 4. Worth doing? probably, if…
  5. 5. You have the dream..
  6. 6. Your own business is the only way to make your dream come true
  7. 7. Worth doing! If …
  8. 8. Your own business is the only way to solve your problem or …
  9. 9. the common problem
  10. 10. Can I be successful?
  11. 11. GOAL
  12. 12. FOCUS
  13. 13. 100% INVOLVEMENT
  14. 14. RESPONSIBILITY
  15. 15. Where to begin?
  16. 16. How to measure the temperature of business?
  17. 17. Which business is more profitable?
  18. 18. Which business is more effective?
  19. 19. Problem
  20. 20. Business idea
  21. 21. GoalProblem + =Business idea
  22. 22. BUT
  23. 23. problemidea + result =
  24. 24. Solution fits to the problem + + = =
  25. 25. But how do we do business?
  26. 26. + + = Client Creativity Product Result
  27. 27. What is the key component in this formula?
  28. 28. + = client product Can it be successful without creativity?
  29. 29. + = creativity product Can it be successful without understanding the client?
  30. 30. + = client creativity Can it be successful without product?
  31. 31. What is more important, if…?
  32. 32. = client creativity product payer + production
  33. 33. So, what is the key component in this formula?
  34. 34. feedback business model test
  35. 35. team product client We think that product development cycle is
  36. 36. Company Team Client
  37. 37. team flood of tasks product client Real cycle Were is my product?!!!
  38. 38. The first warm-up
  39. 39. Ok, but how we can find business idea?
  40. 40. The famous russian recipe
  41. 41. • Observe 99% of success: • Spy
  42. 42. The secret russian recipe
  43. 43. Source of ideas: pain and problems of people
  44. 44. What not to do?
  45. 45. classic startup
  46. 46. What to do?
  47. 47. Find the need
  48. 48. Focus
  49. 49. Methods for ideas elaboration • Every idea looks good for creativity • «Decomposing impossible» • «Lotus blossom» @I am picture by G. Magdanurov Runa Capital
  50. 50. The second warm-up «Decomposing impossible»
  51. 51. The third warm-up «Lotus blossom»
  52. 52. So what next?
  53. 53. 1.Calculate how much money you can make
  54. 54. 46% of mobile users in Russia in 2012. 2 280 000 Android devices 2 000 000 iOS in Russia in 2012
  55. 55. More than 4 mln devices 2 280 000 Android devices 2 000 000 iOS devices in 2012 +
  56. 56. 4 mln devices devices per user 2,6 mln users 1,5
  57. 57. 2,6 mln users 10% our target audience _____ thousands. users
  58. 58. ______ users ___% conversion ___ $ income per visit
  59. 59. ____ thousands $ – every day ____ thousands $ – every month Planned income
  60. 60. 1. How many potential customers? 2. How many similar products and substitutes have been sold? 3. How many competitors on the market and how much do the earn? 4. How much do you need to develop and support? =Does it worth?
  61. 61. 2.Draw you business model
  62. 62. Focus on customers • How is your customers? What inspires them? What tasks do the face? How can we help them? • Where our customers prefer to get information? What do they watch? • Where our customers prefer to do shopping? What is important for them when they buy? • What is the product for them? For what do they really willing to pay?
  63. 63. • Company description • Problem and solution • Market description and his characteristics • Technology overview • Business model • Development timeline and budget • Team Executive summary should briefly review business plan:
  64. 64. 3.Test your solution without real product
  65. 65. hypothesis test
  66. 66. Test & Analysis
  67. 67. @I am picture from Design Thinking Lab
  68. 68. What to do right now?
  69. 69. Three methods…
  70. 70. Draw everything, that can explode
  71. 71. Put everything on canvas, that can explode
  72. 72. Write how to avoid the things, that can explode
  73. 73. The first warm-up
  74. 74. And seriously…
  75. 75. … draw the roadmap
  76. 76. Roadmap – is our secret plan, schema about: When? Where? How? With whom? And what treasures we are going to find.
  77. 77. Good road map shows: • work goals • logic • implementation mechanisms • key markers • exact timings
  78. 78. hypotheses markers results adjustments Assumption 3 Assumption 2 Assumption … hypotheses markers results adjustments
  79. 79. markers results
  80. 80. So what next?
  81. 81. Form good team
  82. 82. Make a prototype and test for income
  83. 83. @I am picture from Max Dorofeev
  84. 84. Rediness check
  85. 85. investment presentation (ES) - executive summary financial model list of funds with contacts letter templates elevator Pitch template
  86. 86. 100% involvement of the team Team and competences fit Engaged resources and founder contribution response time and adequateness Knowledge of competitors and difference from them
  87. 87. On what terms partners leave the business?
  88. 88. Julia Molchanova Hse{Inc} team Inc.hse.ru
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