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Startup strategy2



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  • 1. Startup StrategiesBusiness Modeling Service Design Jan Adolphs @twabou
  • 2. Startup• “A Startup is a human institution of that desires to create value for customers in an environment of high uncertainty.”• D.h.: viel ausprobieren, nachfragen, zuhören um für eine Zielgruppe, die ein Problem oder Bedürfnis hat, die richtige Lösung zu finden. (C-P-S)
  • 3. Grundsätze• “Create something people love” • So einfach wie möglich aber nicht einfacher.
  • 4. Grundsätze• “Create something people love” => Nur wie komme ich dahin? • So einfach wie möglich aber nicht einfacher.
  • 5. The Lean Startup• Konzept des Build Measure Learn Loops• Minimale Viable Product• Iteration• Pivot=> quick to market with MVP=> get feedback, listen to customers=> focus on few features that matter=> iterate
  • 6. Z.B. Funnel Analysis
  • 7. Z.B. Cohort AnalysisIm Gegensatz zum Funnel misst Cohort die month-to-month Verbesserung
  • 8. Customer Value herausfinden
  • 9. Customer Value herausfinden
  • 10. Why startups fail:•• Early scaling (personal, features marketing, etc.)• No real customer discovery=> Start growing when having hypothesis validated
  • 11. Pirate Metrics – AARRR (Dave McClure)
  • 12. Pirate Metrics – AARRR (Dave McClure)
  • 13. Pirate Metrics – AARRR (Dave McClure)Erst wenn die drei Punkte funktionieren skalieren.
  • 14. Pirate Metrics - AARRR
  • 15. Hypothesen validiert wenn: Market / Product Fit vs. Product / Solution Fit
  • 16. Tools:Customer Development vs. Service Design
  • 17. Customer Development• Bottom Line: – “Get out of the building” – Validiere Hypthesen von BMG / CVC – Wen nötig Pivot – Optimierung • Steigerung der Activation Rate • Minimierung der Drop Rate => Skalierung
  • 18. Service Design Thinking
  • 19. Service Design Thinking• Stakeholder Matrix• Shadowing• 5-why-root-cause analysis• A day in a life• Storyboards• Personas• ….
  • 20. Revenues• 7 basic revenue streams on the internet – Service Sales (skype) scalable? – Retail (amazon) warehouse/returns? – Subscription (WOW) compelling offering? – Commission (ebay) side deals/rate? – Ads (google) annoying? – License Sales (apple) quality content – Financial (still emerging) trust• Freemium and 5/95 rule
  • 21. Basic Revenue Calculation• M Market Size (# of potential customers)• m Market Share (your estimate, compare with competition)• X Purchases per Period (month, year, day?)• Y Periods (how often will one customer buy)• P Price R=m*M*X*Y*P
  • 22. • 1. Wir wollen ein Produkt, dass den Nutzer begeistert, dazu anregt es erneut zu nutzen und es mit Freunden, Bekannten, etc. zu teilen.• 2. Auf dem Weg dahin testen wir unsere Annahmen und passen sie an: Welche Features, Kanäle, Preis, etc.• 3. Erst dann Skalierung mit bestätigten Hypothesen
  • 23. Woher hab ich das?• The Lean Startup• Four Steps to Epiphany• Simply Seven• Business Modell Generation• This is Service Design Thinking• The Tipping Point• Story Strategy Map