NCIIA 2014 - Adapting Lean Startup in NUvention Web
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NCIIA 2014 - Adapting Lean Startup in NUvention Web

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Michael Marasco I gave this presentation at NCIIA 2014 in San Jose on March 22, 2014. We talked about our experience evolving the curriculum using iCorp tools: UDACITY course, Startup Owners......

Michael Marasco I gave this presentation at NCIIA 2014 in San Jose on March 22, 2014. We talked about our experience evolving the curriculum using iCorp tools: UDACITY course, Startup Owners Manual, and LeanLaunchpad. We give 6 lessons for educators that we took away from using the iCorp material

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  • 1. Flipping the Classroom and Getting out of the Building: The experience of incorporating Udacity, Launchpadcentral, and The Startup Owner‟s Manual in a multi-disciplinary entrepreneurship course at Northwestern University Michael Marasco & Todd Warren
  • 2. Agenda • NUvention Courses and NUvention Web: History and Curricular Objectives • Syllabus and approach: Before and After Adoption of I-Corps Curricula • Lessons Learned from NUvention Web 2013 • Changes for 2014, and mid-course lessons (Hot off the presses!)
  • 3. What is NUvention? • Interdisciplinary/Experiential • What students are asking for • Alums with deep experience chair classes • The next step beyond case based learning • More strucutred incubator/accelerator experience • Start-ups are not a goal but nice follow-on validation • True partnership of students, faculty, alums, government, and industry
  • 4. NUvention Web • Focused on Web or Mobile Applications • Business and Design and Software Engineering • Undergraduate and Graduate • Two Quarters • Chaired by Alum; Mentored and Evaluated by Advisory Board • 2014 is our 5th year
  • 5. Our 2012 Epiphany… 2012 Syllabus • Four Steps to the Epiphany, RunningLean, Contextual Design, Lectures • Instructor-driven team formation based on general areas • Team meetings with mentors • Lots of homework • Mid and end course formal pitches to Advisory 2013 Syllabus • Startup Weekend kick-off and specific idea team formation 60 days prior to class • Weekly Critiques/limited lecture in specialized areas • Blank Udacity course • Osterwalder’s Business Model Canvas • Heavier software development focus
  • 6. Lesson 1: Think beyond the canvas • Get students focused on the value proposition and market • Better Tool: Character, Context, Problem, Payoff (C2P2) • Canvas/Customer Development alone will not guarantee a large enough market to target: Actually pushes students to smaller TAM’s • Better Tool: Market Brief (more like Four Steps Worksheets) focus on market size, segment definition, turning the C2P2 into a positioning statement. • Cannot ignore competition • Better Tool: GoogleDoc with competitive matrix of team versus top 10 competitors
  • 7. Lesson 2: Critique isn‟t the only way to run class • 12 Teams, all critique==complete class boredom by week 3 • Student peer critique in LPC lacked real value • Instructor team felt like it was hard to have longer more interactive feedback with teams. • Solution: • Split Critique (2 rooms, 6 teams each, 2 critiquers/room+TA) • Combined “lessons learned” (mini lecture using class examples, tie back to Udacity) • 60-90 minutes team timewith faculty engagement • Don’t Critique every week
  • 8. Lesson 3: A great MOOC is not a panacea • Even good students focus on the project and business, not on the readings or lectures. • MOOC is no better than a text (especially because Udacity has no way to track/LPC new functionality addresses) • A general course is abstract. Most students need specifics that meet them halfway to learn • Mini lectures mentioned before, all about examples with the team’s projects • Blank’s UCSF Life Sciences class highlights this evolution as well
  • 9. Lesson 4: Make “Getting out of the Building” Effective • Give them some tools to help make interviews effective. • Customer Maps • Contextual Design Idea of “context” • Types of interviews (open ended, watching the customer, practice presentation) • Green field vs. paper vs. actual prototype interviews • Large numbers of interviews = Learning • Very important to review what they are doing
  • 10. Lesson 5: Form teams that stick • 2013 team formation evolved to student driven based on their input • Complete Mayhem: • All students looking for team members to pursue their personal idea • Early Customer Development challenges idea and non idea owner looks to bolt if idea owner unwilling to pivot to what CD is pointing to • B School discovery students unwilling to pivot • Intense faculty intervention required since joint idea ownership did not occur • Talking pivot is much easier than pivoting • Set expectations around finding well rounded team. Idea is secondary/tertiary • Lost faculty meeting time with teams to critiques which amplified issues since faculty not sitting with teams
  • 11. Lesson 6: Drive to Problem Solution/Market Fit • Create milestones for both • Push SW development early so can have MVP • Concierge MVP • Real MVP • True hypothesis testing can then start • Use real life companies to drive teams to fit • Everpix vs. WhatsApp • Advisory Board mentors can really help here • “Red” cards and “Yellow” cards for folks who get stuck or in love with their idea too much
  • 12. 2014 Curriculum Changes • Defer Canvas Introduction until Mid first Quarter • Put customer, problem/solution front and center • Give interview quantity it’s own column in the syllabus • Force teams to have a working MVP in first 5 weeks • Less Critique, More Team time • Use more focused team assessment • Team formation based on roles, less on ideas—insure balance! • Team time in class versus breakouts
  • 13. Lessons so far in 2014 • We are adding more critique in 2nd quarter • Will use the “split class” technique to better use class time • Still need to work on hypothesis building • Augment udacity with best practices in class usage of launchpadcentral • Need to introduce startup Product Management • Considering making it a formal role (we did so in early years) • It’s important to be a tough coach/practice tough love • “When good students fall in love with bad ideas” • Engage customer segments beyond other students
  • 14. NUvention Web „14 •Value Prop •Target Customer •Problem Scenario Payoff Problem ID •Interviews •Persona •Target Market/Context Customer Development •Prod Mgt •UI •Initial Canvas •Initial Prod MVP •Product Mgt •Product Market Fit •Product Refinement Initial Pitch Scenario Slice MVP
  • 15. NUvention Web ‟14 - Spring •Flesh out Canvas •Re-Engage Customers •Dev Iterations Persist or Pivot? •Get, Keep, Grow •Engage Early Customers •Advanced Agile Acquire & Build •Launch •Customer Purchase/Trial •Cohort Analysis First Customer Ship •Business Model Proof •Refined Product •Customer Feedback Final Pitch Product and Customer Development Build MeasureLearn Build MeasureLearn Build MeasureLearn
  • 16. Stuff We Love from the Curriculum • Focus on getting out of the building • Get, Keep, Grow • One page marketing tactics • Online critique in Launcpadcentral • Market Sizing—though should be expanded and enhanced • LPC/BMC levels playing field for non business students • GitHub as technical and business repository