The document, authored by Simone Brunozzi, discusses how to leverage cloud computing to build successful startups, emphasizing the importance of vision, market research, and iterative development using lean startup methodologies. It includes exercises for defining business ideas and models and calls for action against the fear of failure, advocating for rapid iteration and adaptation. It also covers aspects of outsourcing, marketing, sales, and fundraising, encouraging entrepreneurs to approach their ventures pragmatically and data-driven.

1. v4.5.0 - May 17th, 2012 - By Simone Brunozzi - http://bit.ly/awsleancloud - © Amazon Web Services
The Lean
Cloud Twitter:
#LeanCloud
@simon
Leverage Cloud Computing
to build the startup of your dreams

2. Who am I?
Simone Brunozzi
simone @ amazon.com
Technology Evangelist, AWS
Twitter: @simon
Experience:
Four companies; professor; CTO; startup
mentor worldwide.

3. My mission today
From the sparkle of an idea
to a successful business.
I will give you advise on how to do it.
I will do my best.
Always use your best judgement.
Question everything.

4. Failure
What is failure?
How can we risk, without getting hurt?
How does this apply to business?
Failure in different cultures.
On average, many startups fail.

5. Pen and Paper
Never underestimate the power of pen and
paper.
Take a pen. Take some paper.
Get ready.

6. Simple exercise
Define an idea.
Find a business model.
Create a product.
Sell it.
IN FIVE MINUTES.
Don’t put limits on your imagination.
IDEA, BUSINESS MODEL, PRODUCT, SALE.

7. Business
Idea Product Sale
Model

8. Ready to start?

9. 5
Minutes left

10. 4
Minutes left

11. 3
Minutes left

12. 2
Minutes left

13. 1
Minute left

14. 0
Seconds left

15. How did it go?
Let’s review some examples.

16. Simple exercise (together)
Define an idea.
Find a business model.
Create a product.
Sell it.
IN FIVE MINUTES.
Don’t put limits on your imagination.
IDEA, BUSINESS MODEL, PRODUCT, SALE.

17. Let’s do it!
0:00 - I need an idea!
0:15 - Idea: tests for Cloud expertise.
0:30 - Open notebook, start writing.
2:30 - Ok, now what? Business model.
3:00 - I can charge 1 $ to do the test.
3:15 - Ask around if someone wants it.
3:45 - Start the test.
4:30 - Test completed. Evaluation.
5:00 - Great. First paying customer!

18. Fear
Did you experience fear?
What could you lose?
Did fear prevent you from “shipping”?
How does fear apply to your existing business?
How does fear apply to your new one?

19. Embarassed
“If you’re not embarassed
when you ship your first version
you waited too long”
Matt Mullenweg,
CEO & Founder of Wordpress.com

20. How to do it for real?
What are the steps?
From the sparkle of an idea
to a successful business.
Time to get “serious” about this!
Do you feel you have the power now?

21. Volkswagen “The Force” 2011 commercial - All rights belong to Volkswagen AG

22. From zero
to startup
Twitter:
#LeanCloud
@simon

23. 1. Vision
What are you passionate about?
What problem do you want to solve?
What value will you offer?
Try to look at these things with new eyes.
Test your vision with friends, or strangers.
Listen to their feedback.

24. Don’t fall in love too much
Most entrepreneurs fall in love with their idea.
Love is often blind.
Make sure that you love being an
entrepreneur, not the idea itself.

25. 2. Market research
An important component of business strategy.
Define your market: need, size, growing?
What is your competition?
How do you measure it?
Social/Opinion research

26. Market
Research
This information is provided by Elastic S.r.l. (Rome, Italy) - Creative Commons AT-NC-SA license.

27. 3. How to make money
Define your business model:
create, deliver, capture value.
CapEx vs OpEx
Useful:
Business Model Generation.com

28. Business Model Canvas
The BMC is a strategic management template for
developing new or documenting existing
business models.
It is a visual chart with elements describing a
firm's value
proposition, infrastructure, customers, and
finances.

29. An example
8. Key Partners 7. Key Activities 2. Value Propositions 4. Cust. Relationship 1. Cust. Segments
Cloud improve
Web dev / Customer self-service Cloud
Partners cloud
mgmt mgmt experts
(AWS, etc) reputation
Trainers Marketing / find the right companies
Community
(Codelesson acquiring Cloud co-creation in need of
Mgmt
RedOddity) customers expert experts
6. Key Resources 3. Channels
Web WWW
Founders
designers
Quiz Marketing salespeople
creators budget (channels)
9. Cost Structure 5. Revenue Stream
fixed:
site design Certification Cloudpions Cloud
var: var:
+ (sales) listing training
IT infra Marketing
maintenanc (subscr) (sales)
e
Business
Model
Canvas
This information is provided by Elastic S.r.l. (Rome, Italy) - Creative Commons AT-NC-SA license.

30. LeanLaunchLab

31. 4. Start a startup
Legal
IP (Intellectual Property)
Hiring
Co-Founders
Firing

32. 5. Build it
Product development
“Lean Startup” methodology
MVP: Minimum Viable Product

33. Waterfall

34. Responsive
Design

35. Minimum Viable Product
The MVP is:
the simplest version of a new product which
allows a team to collect the maximum amount
of validated learning about customers with the
least effort.
Smoke Test (MVP)
Add now, code later (MVP)

36. This one
is a MVP!

37. Smoke Test (MVP)
Create a mock website
Drive traffic with paid advertising
Measure customer interest

38. Do you
know
this book?

39. This is a
Smoke Test

40. Add now, Code later (MVP)
Add a feature, but code it later.
Measure how many people would like to use
it, how they use it, etc.
Decide if you need the feature or not.

41. To Pivot or not to pivot
Iterate: new version of the same idea or
product.
Pivot: new direction altogether, new idea.
Data-based decision making.
A/B Testing.

42. Iterate
Idea Build Release Evaluate OR
Pivot

43. Pivot types
Zoom-in
Zoom-out
Customer segment
Customer need
Platform
Business Architecture
Value Capture
Engine of growth
Channel
Technology

44. Burbn

45. Instagram

46. Kevin Systrom:"I've heard that Plan A is never the product
entrepreneurs actually end up with.
I didn't believe it...In many ways, Burbn was getting a bunch of
press, but it wasn't taking off the way we thought it would.
We found people loved posting pictures, and that photos were
the thing that stuck. Mike, my cofounder, and I sat down and
thought about the one thing that made the product unique and
interesting, and photos kept coming up."
Zoom-in
pivot

47. 6. Outsourcing
What did I use for the pictures of this preso?
(iStockPhoto & license-free)
What part of your business should you
outsource?
What value are you creating?
Who can help you create more value?

48. 7. Partners & Ecosystem
What is a Partner?
What is an Ecosystem? (James Moore)
Suppliers?
Why should they help you?

49. 8. Marketing
Advertising
Word of Mouth
Viral Marketing
Online Marketing
Social Media Marketing
Metrics & Measurement

50. 9. Sales
What do you sell?
Who buys?
Why?
How to measure it?

51. Analytics
This information is provided by Elastic S.r.l. (Rome, Italy) - Creative Commons AT-NC-SA license.

52. 10. Media and PR
Journalists
Bloggers
PR (Public Relations)
Media
Press

53. After a good
TechCrunch
article...

54. 11. Going Global
Why limit your offer to local markets?
Can you go global?
A Cloud IT infrastructure can.
What about legal/tax/etc?

55. The global AWS Infrastructure
as of March 31st, 2012

56. 12. Fundraising
Why should they be interested?
The “Elevator Pitch”
Investment
Angels
Venture Capitals
Why do they invest?
It’s not just money, it’s connections

57. 13. You’ve launched!
Congratulations!
This is only the first part of the journey.
Keep iterating.
Keep innovating.
Keep improving your offerings.
Rapidly.
Based on Data.

58. Getting serious: study
Business Model Generation
Entrepreneur’s guide to Customer Development
The Lean Startup
Startup owner’s manual
Etc.

59. Paul Graham Steve Blank
Fred Wilson

62. “The Lean Startup” (Eric Ries)

63. Feedback
中文 English
ttp://bit.ly/bbjul5tw http://bit.ly/bbjul5en

64. Thank you!
Simone Brunozzi
simone @ amazon.com
Technology Evangelist, AWS
Twitter:
@simon
#LeanCloud