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The Lean LaunchPad Session 1: Overview/Business Models/Customer Development Professors Steve Blank,Jon Feiber,  Jim Hornthal, Oren Jacob https://sites.google.com/site/xmba296t / XMBA296T
Agenda “ Is This the Right Course for Me?” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Introductions
Steve Blank , Jon Feiber ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Steve Blank,  Jon Feiber ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Oren Jacob , Jim Hornthal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Oren Jacob,  Jim Hornthal ,[object Object],[object Object],[object Object]
Teaching Assistant ,[object Object],Bhavik Joshi ,[object Object],[object Object],[object Object],[object Object],[object Object],[email_address] http://about.me/bhavikjoshi
Mentors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mentor Introductions Click Here for the Mentor Bios
Course Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Will you Learn? ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Course  ‘By the Numbers’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
This Class is  Hard ,[object Object],[object Object],[object Object],[object Object],[object Object]
Class Logistics
Course Reading ,[object Object],[object Object],[object Object]
Class Schedule ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Teams ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Team Projects ,[object Object],[object Object],[object Object]
Team Deliverables - Presentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Team Deliverables - Blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Grading ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Grade is on how much you  learn
Grading ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],You ’re graded on how much  learn , not how much you sell
Office Hours ,[object Object],[object Object],[object Object],[object Object]
Intellectual Property - Suggestions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Class Disclosure/NDA’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to Build A Startup Idea Size Opportunity Business Model Customer Development
How to Build A Startup Idea Size  of the Opportunity Business Model(s) Customer  Discovery Customer  Validation
How to Build A Startup Idea Size  of the Opportunity Business Model(s) Customer  Discovery Customer  Validation Theory Practice
How to Build A Startup Idea Size  of the Opportunity Business Model(s) Customer  Discovery Customer  Validation ,[object Object]
How to Build A Startup Idea Size  of the Opportunity Business Model(s) Customer  Discovery Customer  Validation
Idea
We’ re Engineers Darn It! ,[object Object],[object Object],[object Object],[object Object]
Sources of Startup Ideas? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Idea is _Not_ a  Company
An Idea is _Not_ a Company It’s Just One of Many  Hypotheses
Size of Opportunity
This Class is about  Scalable  Startups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Small Business  Startups Small Business Startup ,[object Object],[object Object],[object Object],[object Object]
Small Business  Startups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.sba.gov/advo/stats/sbfaq.pdf Small Business Startup
Scalable  Startup Scalable Startup Large Company >$100M/year ,[object Object],[object Object],[object Object],[object Object]
Scalable  Startup Scalable Startup Large Company >$100M/year ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Very Different  Startup Goals Small Business Startup ,[object Object],[object Object],[object Object],[object Object],Scalable Startup Large Company ,[object Object],[object Object],[object Object],[object Object],[object Object]
Venture Firms  Invest in  Scalable Startups Small Business Startup Scalable Startup Large Company
Market/Opportunity Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Big is the Pie? Total Available Market Total Available Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Big is My Slice? Served Available Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Served  Available  Market Total Available Market
How Much Can I Eat? Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total Available Market Target  Market Served Available Market
Segmentation Identification of groups most likely to buy Target  Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total Available Market Served Available Market
Market Size: Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Model
What Is a Business  Model ? ,[object Object],[object Object],[object Object],[object Object],* Alex Osterwalder
9 building blocks  of a business model:
CUSTOMER SEGMENTS which customers and users are you serving?  which jobs do they really want to get done?
VALUE PROPOSITIONS what are you offering them? what is that  getting done for them? do they care?
CHANNELS how does each customer segment want to be reached? through which interaction points?
CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? retentive?
REVENUE STREAMS what are customers really willing to pay for? how?  are you generating transactional or recurring revenues?
KEY RESOURCES which resources underpin your business model? which assets are essential?
KEY ACTIVITIES which activities do you need to perform well in your business model? what is crucial?
KEY PARTNERS which partners and suppliers leverage your model?  who do you need to rely on?
COST STRUCTURE what is the resulting cost structure?  which key elements drive your costs?
images by JAM customer segments key partners cost structure revenue streams channels customer relationships key activities key  resources value proposition
sketch out your business model
building block building block building block building block building block building block building block building block building block building block building block building block
But, Realize They ’re Hypotheses
9 Guesses Guess Guess Guess Guess Guess Guess Guess Guess Guess
How Do Startups  Search  For A Business Model? ,[object Object],[object Object]
Customer  Development Solving For Customer Risk
Customer Development Get Out of the Building The founders ^
More startups  fail from  a lack of customers  than from a failure of product development (focus on “who” more than “what”)
Customer Development Concept/ Bus. Plan Product Dev. Alpha/Beta Test Launch/1st Ship Product Introduction Model Customer   Development Company Building Customer Discovery Customer Validation Customer Creation Pivot
[object Object],[object Object],[object Object],[object Object],Customer  Discovery Customer Discovery Customer Validation Company Building Customer Creation Pivot
Turning Hypotheses to Facts ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer Development Team Agile Development
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer Development Team Agile Development
The  Minimum Viable Product (MVP) ,[object Object],[object Object]
The  Pivot ,[object Object],[object Object],[object Object]
The  Pivot A Pivot is the  change  of one or more  Business Model  Canvas Components
Pivot  Cycle Time Matters ,[object Object],[object Object],[object Object]
Tomorrow Team Deliverables ,[object Object],[object Object],[object Object],[object Object]
Radiation-free Earlier detection Non invasive Pioneering Doctors Hospitals Direct Sales to hospitals Strong clinical data Training Maintenance Product Development Clinical trials Operating Costs Capital Equipment Sales and disposable item Product Development IP Clinical trials FDA IP  Leading doctors Technical Expertise Hospitals Leading doctors 3 rd  party manufacturers Distributors MammOptics Business Model Canvas 1
something-something-something.com Original idea SHORT TERM Researchers Lawyers Scientists  LONG TERM Avid book readers Professionals  Import, organize and share thousands of papers FB/TW posts from users you know Company blog, FB, TW, support forums Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Targeted marketing Product development Constant iteration & testing Developers Marketers Libraries, Universities, Research Centers Bloggers and media targeting customer segment Academic Database providers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx Invincible Business Model: Version 1.0
Tomorrow: Team Deliverable – Blog ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Sales to hospitals Strong clinical data Training Maintenance Product Development Clinical trials Operating Costs Capital Equipment Sales and disposable item Product Development IP Clinical trials FDA IP  Leading doctors Technical Expertise Doctors: Earlier detection Price Accuracy Immediate Results Patients: Radiation Free Non-Invasive MammOptics Business Model Canvas 4
Photos Videos
Surveys
Interview & Photos

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Class 1 - course overview Berkeley/Columbia Lean Launchpad Xmba 296t

  • 1. The Lean LaunchPad Session 1: Overview/Business Models/Customer Development Professors Steve Blank,Jon Feiber, Jim Hornthal, Oren Jacob https://sites.google.com/site/xmba296t / XMBA296T
  • 2.
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  • 8.
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  • 10. Mentor Introductions Click Here for the Mentor Bios
  • 11.
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  • 27. How to Build A Startup Idea Size Opportunity Business Model Customer Development
  • 28. How to Build A Startup Idea Size of the Opportunity Business Model(s) Customer Discovery Customer Validation
  • 29. How to Build A Startup Idea Size of the Opportunity Business Model(s) Customer Discovery Customer Validation Theory Practice
  • 30.
  • 31. How to Build A Startup Idea Size of the Opportunity Business Model(s) Customer Discovery Customer Validation
  • 32. Idea
  • 33.
  • 34.
  • 35. An Idea is _Not_ a Company
  • 36. An Idea is _Not_ a Company It’s Just One of Many Hypotheses
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  • 44. Venture Firms Invest in Scalable Startups Small Business Startup Scalable Startup Large Company
  • 45.
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  • 53. 9 building blocks of a business model:
  • 54. CUSTOMER SEGMENTS which customers and users are you serving? which jobs do they really want to get done?
  • 55. VALUE PROPOSITIONS what are you offering them? what is that getting done for them? do they care?
  • 56. CHANNELS how does each customer segment want to be reached? through which interaction points?
  • 57. CUSTOMER RELATIONSHIPS what relationships are you establishing with each segment? personal? automated? acquisitive? retentive?
  • 58. REVENUE STREAMS what are customers really willing to pay for? how? are you generating transactional or recurring revenues?
  • 59. KEY RESOURCES which resources underpin your business model? which assets are essential?
  • 60. KEY ACTIVITIES which activities do you need to perform well in your business model? what is crucial?
  • 61. KEY PARTNERS which partners and suppliers leverage your model? who do you need to rely on?
  • 62. COST STRUCTURE what is the resulting cost structure? which key elements drive your costs?
  • 63. images by JAM customer segments key partners cost structure revenue streams channels customer relationships key activities key resources value proposition
  • 64. sketch out your business model
  • 65. building block building block building block building block building block building block building block building block building block building block building block building block
  • 66. But, Realize They ’re Hypotheses
  • 67. 9 Guesses Guess Guess Guess Guess Guess Guess Guess Guess Guess
  • 68.
  • 69. Customer Development Solving For Customer Risk
  • 70. Customer Development Get Out of the Building The founders ^
  • 71. More startups fail from a lack of customers than from a failure of product development (focus on “who” more than “what”)
  • 72. Customer Development Concept/ Bus. Plan Product Dev. Alpha/Beta Test Launch/1st Ship Product Introduction Model Customer Development Company Building Customer Discovery Customer Validation Customer Creation Pivot
  • 73.
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  • 80.
  • 81.
  • 82. The Pivot A Pivot is the change of one or more Business Model Canvas Components
  • 83.
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  • 85. Radiation-free Earlier detection Non invasive Pioneering Doctors Hospitals Direct Sales to hospitals Strong clinical data Training Maintenance Product Development Clinical trials Operating Costs Capital Equipment Sales and disposable item Product Development IP Clinical trials FDA IP Leading doctors Technical Expertise Hospitals Leading doctors 3 rd party manufacturers Distributors MammOptics Business Model Canvas 1
  • 86. something-something-something.com Original idea SHORT TERM Researchers Lawyers Scientists LONG TERM Avid book readers Professionals Import, organize and share thousands of papers FB/TW posts from users you know Company blog, FB, TW, support forums Affiliate program SEO/SEM/SM IE/FF/Chrome App Stores Targeted marketing Product development Constant iteration & testing Developers Marketers Libraries, Universities, Research Centers Bloggers and media targeting customer segment Academic Database providers Affiliate program fees Licensing Subscription fees Ad revenue AWS Infrastructure SEM Eng & Marketing OpEx Invincible Business Model: Version 1.0
  • 87.
  • 88. Direct Sales to hospitals Strong clinical data Training Maintenance Product Development Clinical trials Operating Costs Capital Equipment Sales and disposable item Product Development IP Clinical trials FDA IP Leading doctors Technical Expertise Doctors: Earlier detection Price Accuracy Immediate Results Patients: Radiation Free Non-Invasive MammOptics Business Model Canvas 4