This document discusses the importance of value propositions for startups participating in the Lean Launchpad process. It emphasizes that value propositions should specify clear criteria for success, benchmarks against alternatives, and milestones backed by testable data in order to secure funding and displace competitors. Participants are advised to conduct customer interviews to validate their value propositions and product-market fit within the first few weeks.

1. Value
Proposi-ons:
“Key
features
of
your
MVP”
Lean
Launchpad:
Therapeu-cs
Value Propositions
Lean Launchpad: Digital Health
UCSF
Entrepreneurship
Center
UCSF Entrepreneurship Center
October
1,
2013
October 1, 2013
Karl
Handelsman
Abhas Gupta, MD
Codon
Capital
Mohr Davidow Ventures
@abhasguptamd

2. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Weekly
Office
Hours:
4:30-­‐5:30
before
class

3. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Why
Lean
Launch
Process
Now?
CONTEXT
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

4. Innova-on
Opportunity
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

5. Standard
View
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

6. Alternate
View
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

7. Typical
Launch
Plan
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

8. Capital
Efficient:
Lean
Launch
Process
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

9. understand
your
star-ng
posi-on
and
where
you
need
to
go:
key
criteria
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

10. Why
Now?
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

11. Value
Proposi-ons
Value Propositions
Value Propositions
This
Next
Lean Launchpad: Digital Health
Week
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Week

12. Mistakes
to
Avoid
• You
do
not
have
the
solu-on
to
global/system
macro
problems
Value Propositions
– Example:
I
have
the
solu-on
to
increase
your
total
research
produc-vity
Lean Launchpad: Digital Health
• I
can
relieve
yUCSF Entrepreneurship Center
our
high
cost
to
develop
drugs
pain
October 1, 2013
• Our
approach
offers
a
broad
approach
to
treat
many
diseases
• MVP
is
the
goal
not
Target
Product
Profile
Abhas Gupta, MD
• Your
innova-on
has
no
value
as
a
“great”
idea
Mohr Davidow Ventures
@abhasguptamd

13. Star-ng
Point
of
Your
Customers
• Need
to
engage
at
right
level
of
your
features
– Know
your
stage:
is
this
high
or
low
poten-al,
is
Value hat
has
previously
this
an
approach
tPropositionsfailed
Lean Launchpad: Digital Health
– What
makes
it
arac-ve
UCSF Entrepreneurship
– What
makes
it
risky
1, 2013 Center
October
• What
must
I
demonstrate
to
be
viable
– Liabili-es
to
avoid
Abhas Gupta, MD
– Features
and
data
that
are
compelling
Mohr Davidow Ventures
@abhasguptamd

14. Understand
your
customers
• Engagement
(monitors
your
progress)
• Early
Adopters
(interested
in
data)
• Late
Adopters
(wants
stage
status
update)
• What
is
the
compe--on
(Digital Health
Lean Launchpad: new
entrants)
• What
are
the
alterna-ves
UCSF Entrepreneurship Center
• Why
is
this
problem
so
hard
to
solve
October 1, 2013
Value Propositions
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

15. Criteria:
specifics
are
crucial
• Milestones
and
data
that
create
value
• Need
to
benchmark
to
“out
of
the
building”
alterna-ves
Value Propositions
– Alternate
approaches
– Compe-ng
approaches
– Direct
compe--on
(external
and
internal
Health
Lean Launchpad: Digital programs)
• If
you
have
a
general
high
level
criteria,
ask
yourself,
is
this
UCSF Entrepreneurship
testable?
How
would
I
prove
it?
Center
October 1, 2013
• The
specifics
help
you
form
your
opera-onal
plan,
understand
the
value
you
deliver,
and
develop
a
capital
efficient
path
• This
helps
you
define
the
kGupta, MD ac-vi-es
and
Abhas ey
resources,
partnerships
Mohr Davidow Ventures
@abhasguptamd

16. This
Weeks
Big
Idea
Strength
of
Value
Proposi3on
Launchpad: DigitalcHealth key
data
is
riteria
of
required
to
displace
UCSF Entrepreneurship Center
October 1, 2013 compe-ng
and
internal
programs
at
every
stage
Value Propositions
Lean
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

17. Put
the
work
in
upfront
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

18. Looking
Ahead
Looking Ahead
Value Propositions
Product & MVP:
10-20 interviews with
key customers/users
Lean Launchpad: Digital Health
This
Next
Sample
Week
Customers: UCSF Entrepreneurship Center
October 1, 2013
Breadth is important
right now
Week
In 2 weeks, you should
have product/market fit Abhas
down cold!
Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Become
Your
Own
Expert!

19. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
My
Contact:
Put
LLP
in
Subject
Line
for
extra
points
KARL@CODONCAPITAL.COM
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd