Story of the lean launch pad june 2013
 

Story of the lean launch pad june 2013

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Story of the lean launch pad june 2013 Story of the lean launch pad june 2013 Presentation Transcript

  • The Story of theLean LaunchPadwww.steveblank.com@sgblank
  • 8 Startups in 21 Years
  • 21 Years Executing the Plan
  • Actual Photo of What HappenedWhen My Plan HadFirst Contact With Customers
  • All I Need is the 5-Year Forecast
  • VC’s and theSoviet Unionare the onlypeople to require5-Year Plans
  • Is this all there is?
  • BusinessSchoolsStudents asManagementProfessorsConsultingExistingCompanies© 2012 Steve Blank
  • BusinessSchoolsStudents asManagementProfessorsConsultingExistingCompanies© 2012 Steve BlankBusiness School Curriculum• Finance Gov’t& Law• Leadership  Supply Chain• Org Behavior  Ethics• Operations  Global Business• Marketing  Accounting• Strategy  Global Mgmt
  • BusinessSchoolsStudents asManagementProfessorsConsulting© 2012 Steve BlankExistingCompaniesEntrepreneurshipsmall business, familybusiness, high-techbusiness, new productdevelopmentExecute Execute
  • BusinessSchoolsStudents asManagementProfessorsConsulting© 2012 Steve Blank Source: Katz, table 1 http://ideas.repec.org/a/eee/jbvent/v18y2003i2p283-300.htmlExistingCompanies1923: Knight: Risk, Uncertainty and ProfitMyles Mace - 1st entrepreneurship course at Harvard194719684 schools teaching entrepreneurship1934 Schumpeter: The Theory of Economic Developmentin english1945 Weissman: Small Business and Venture Capital1953 Small Business Administration formed1954 Small Business Management, first MBA small business course at Stanford1915: Taussig: Principles of Economics1952 Kelley & Lawyer: Case Problems in Small Business Management1953 C. Roland Christensen: Management Succession in Small and Growing Enterprises1986 First national business plan competition, University of Miami.1983 First entrepreneurship course in an engineering school, Univ of New Mexico.1979 Livesay: American Made1988 von Hippel: The Sources of Innovation2000 McGrath &MacMilian: The Entrepreneurial Mindset1997 Christensen: The Innovators DilemmaEntrepreneurshipsmall business, familybusiness, high-techbusiness, new productdevelopmentExecute1911: Taylor The Principles of Scientific Management1993 Karl Vesper New Venture MechanicsExecute
  • BusinessSchoolsStudents asManagementProfessorsConsulting© 2012 Steve Blank Sources: Katz, table 1 http://ideas.repec.org/a/eee/jbvent/v18y2003i2p283-300.htmlExistingCompaniesEntrepreneurshipsmall business, familybusiness, high-techbusiness, new productdevelopmentExecuteBusiness School Curriculum• Finance Gov’t& Law• Leadership  Supply Chain• Org Behavior  Ethics• Operations  Global Business• Marketing  Accounting• Strategy  Global Mgmt•EntrepreneurshipSmall Business
  • ?
  • It Resulted in a Few Hypotheses• Startups were not smaller versions of large companies• Startups were aboutsearch, not execution• Entrepreneurs and their VC’s were executing on guesses• But the facts were outside the building• Planning needed to come before the plan
  • Startups Are Not Smaller Versionsof Large Companies
  • Startups Are Not Smaller Versionsof Large CompaniesLarge Companies ExecuteKnown Business Models
  • Startups Are Not Smaller Versionsof Large CompaniesStartups Search for UnknownBusiness Models
  • What’s A Startup?
  • A temporary organizationdesigned to searchfor a repeatable and scalablebusiness model
  • A temporary organizationdesigned to searchfor a repeatable and scalablebusiness model
  • A temporary organizationdesigned to searchfor a repeatable and scalablebusiness model
  • A temporary organizationdesigned to searchfor a repeatable and scalablebusiness model
  • Startups Fail Because TheyConfuse Search with Execute
  • Startups need their own tools,different from those usedin existing companies
  • Startups need their own tools,different from those usedin existing companies
  • And a Question
  • Can We Build a Process toSearch?Before we Execute
  • Yes• Lead User Research - Von Hippel• Crossing the Chasm - Moore• Entrepreneurial Mindset - McGrath/MacMillan• Innovators Dilemma - Christensen• Profitable Value - Lanning•Lanchester Strategy - Yano• High Tech Marketing - Davidow• OODA Loop - Boyd• Question-based Selling - Freese• Solution Selling - Bosworth• Conceptual/Strategic Selling - Heiman• Spin Selling - Rackham• US Marine Corps Warfighting Manual• Tipping Point - Gladwell
  • Customer Development Process
  • +
  • + +
  • So I Wrote A “Book”
  • And Then A ClassMBA 295: Customer DevelopmentCo-taught with: Rob Majteles @ Treehouse Ventures
  • Eric Ries Extends the Model• Took my class at U.C. Berkeley• Co-founded IMVU, I sat on his board– 1st implementation of Customer Development– Paired it with an Agile Development Model• Called it the Lean Startup
  • Which Turned Into A Better Model+Agile Development
  • Alex Osterwalder - Business Model• Business Model Generation• Defines what the “search” is about
  • Which Turned Intoan Even Better Model++
  • +
  • And that Turned into Another Book
  • We now know how to makestartups fail less
  • How?
  • Teach Them theEntrepreneurial API
  • Entrepreneurial API = 3 partsBusiness Model CanvasPart 1
  • Entrepreneurial APIPart 1Part 2Customer Development+
  • Entrepreneurial APIPart 1Agile Engineering++Part 2Agile EngineeringPart 3
  • What I Used to BelieveEducation
  • Entrepreneurial Education wasabout execution
  • Entrepreneurial Education wasabout execution
  • What We Now KnowEducation
  • Entrepreneurial Educationbegins with the Search for abusiness model
  • Putting Search first is aradical changeIt’s not just one more methodology
  • What We Used to BelieveInstructional Strategies
  • Cases and a Business Plans weregood entrepreneurial teaching tools
  • Cases and a Business Plan weregood teaching tools
  • What We Now KnowInstructional Strategies
  • Big Idea - Pedagogy• From Simulated Entrepreneurship– Textbooks the content was front and center– Moved to case studies and business plans– Internships in startups• To Hands-On Entrepreneurship– Content is the passive part – the experience is nowthe front end– Faculty has to be prepared
  • Big Idea - Curriculum• Separating Search from Execution• Revolution not evolution• Huge impact on real world practice• It will touch all parts of the entrepreneurshipcurriculum
  • ~100 GOOTB connectionsExperiential Immersion
  • Business Model PatternsReplace Cases63NespressomachinesNespresso.com1 x machinesalesdistributionchannelscoffeeproductionfacilitesB2CdistributionproductionNespressoclubNespressopods
  • Business Model Competitions ReplaceBusiness Plan Competitions
  • Business Model Competitions ReplaceBusiness Plan Competitionshttp://www.businessmodelcompetition.com/
  • Business ModelHypothesesStrategyOrganizationCustomer DevelopmentTeam, Founder-drivenProcess Customer Development,Agile DevelopmentEducation Business ModelDesign, CustomerDevelopment, Startup teambuilding, EntrepreneurialFinance, AgileDevelopment, MarketingInstructionalStrategiesExperiential, constructivist, learner-centered,inquiry-basedSearchOperating Plan +Financial ModelProduct ManagementAgile or Waterfall DevelopmentFunctional Organizationby DepartmentOrganizationalBehavior, HRMgmt, Accounting, Modeling, Strategy, Operations, Leadership, Marketing, ManufacturingCase, Lecture, SmallGroup, MentorshipExecution
  • Where Does this Class Fit?
  • Startups TransitionLargeCompanySearch Build Execute
  • Startups TransitionLargeCompanySearch Build ExecuteBusiness School Curriculum• Finance Gov’t& Law• Leadership  Entrepreneurship• Org Behavior  Ethics• Operations  Global Business• Marketing  Accounting• Strategy  Global Mgmt• Supply Chain Small Business•Entrepreneurship
  • Introduction toStartupsStartups TransitionLargeCompanySearch Build ExecuteENTR 100Lean LaunchPadExperiential EntrepreneurshipENTR 200 (or ENTR 090 for 5-day)Business School Curriculum• Finance Gov’t& Law• Leadership  Supply Chain• Org Behavior  Ethics• Operations  Global Business• Marketing  Accounting• Strategy  Global Mgmt•EntrepreneurshipSmall Business
  • Creativity &InnovationBusiness ModelDesignCustomer DiscoveryMarkets/OpportunitiesIntroduction toStartupsStartups TransitionLargeCompanySearch Build ExecuteENTR 100 ENTR 101ENTR 102 ENTR 103ENTR 150Lean LaunchPadExperiential EntrepreneurshipENTR 200 (or ENTR 090 for 5-day)Business School Curriculum• Finance Gov’t& Law• Leadership  Supply Chain• Org Behavior  Ethics• Operations  Global Business• Marketing  Accounting• Strategy  Global Mgmt•EntrepreneurshipSmall Business
  • Creativity &InnovationBusiness ModelDesignMetrics That MatterStartup FinanceCustomer DiscoveryMarkets/OpportunitiesBuilding the TeamStartup HR and CultureStartup Patent LawGet, Keep and GrowStartup MarketingIntroduction toStartupsStartups TransitionLargeCompanySearch Build ExecuteENTR 100 ENTR 101ENTR 102 ENTR 103ENTR 104 ENTR 105ENTR 106 ENTR 107Lean LaunchPadExperiential EntrepreneurshipENTR 200 (or ENTR 090 for 5-day)Agile DevelopmentLean EngineeringENTR 108User DesignWeb/Mobile U/IENTR 109Finding FuelFunding for StartupsENTR 110Business School Curriculum• Finance Gov’t& Law• Leadership  Supply Chain• Org Behavior  Ethics• Operations  Global Business• Marketing  Accounting• Strategy  Global Mgmt•EntrepreneurshipSmall Business
  • Business ModelHypothesesStrategyOrganization Customer DevelopmentTeam, Founder-drivenProcess Customer Development,Agile DevelopmentEducation Business Model Design,Customer Development,Startup team building,Entrepreneurial Finance, AgileDevelopment, MarketingInstructionalStrategiesExperiential, constructivist, learner-centered, inquiry-basedSearch
  • Business ModelHypothesesStrategyOperating Plan +Financial ModelOrganization Customer DevelopmentTeam, Founder-drivenProcess Customer Development,Agile DevelopmentProduct ManagementAgile or Waterfall DevelopmentFunctional Organizationby DepartmentEducation Business ModelDesign, CustomerDevelopment, Startup teambuilding, EntrepreneurialFinance, AgileDevelopment, MarketingOrganizational Behavior, HRMgmt, Accounting, Modeling,Strategy, Operations, Leadership, Marketing, ManufacturingInstructionalStrategiesExperiential, constructivist,learner-centered, inquiry-basedCase, Lecture, SmallGroup, MentorshipSearch Execution
  • And Then Into Another ClassEngr 245: The Lean LaunchPadCo-taught with: Jon Feiber @ MDVAnn Miura-Ko @ Floodgate
  • Add LaunchPad Central Software to toimprove the outcomes
  • Taught by Takashi Tsutsumi@ HoseiCo-taught with Murray Low @ ColumbiaBob Dorf Co-taught with: Jon Feiber @ MDVTaught by Jim HornthalAnd Four More SchoolsAdd 5-day version of the class5-day Version
  • Then It Turned Into Another ClassCo-taught with: Jon Feiber @ MDVJim Hornthal @ CMEAJohn Burke @ True VenturesJerry Engel @ Haas/Monitor VenturesBhavik Joshi @ Better PlaceOren Jacob @ Pixar
  • 79Put the class online110,000 students
  • Trained the TrainersAdded two MoreSchools
  • Train 9 More Universities
  • And Then Use it as a“flipped classroom”
  • Lean LaunchPad Educators Class•Train educators each quarter
  • 5-week hands-on courseCurriculum = Stanford, Berkeley, Columbia
  • Lean LaunchPad for Life SciencesTherapeutics, Diagnostics, Devices and E-Heath