MBA talk for Univ of Washington (Startups from the Trenches)

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My talk to an MBA class at the University of Washington. It is for startup lessons from the trenches.

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MBA talk for Univ of Washington (Startups from the Trenches)

  1. 1. Bryan Starbuck April 22nd, 2014 Startup Learnings from the Trenches The counter-intuitive @BryanStarbuck Bryan@TheStarbucks.com
  2. 2. •  Serial Founder and CEO •  TalentSpring Founder & CEO. Acquired in 2010 B2B Enterprise SaaS company with Artificial Intelligence / Machine Learning •  SPARKON Founder & CEO. B2C Online learning & Passion Discovery •  CTO at Crystal Commerce About Me
  3. 3. •  Big teams •  No cash-flow pressure to fast-to-market •  Politics •  Big visibility & less hands on execution Bigco vs. Startup BigCo Startup •  Miniscule team size •  Fast-to-market due to cash flow •  Validate deeply •  Better strategy/positioning needed •  Better product needed
  4. 4. Timeline Segment #1: Validate Strategy & fit Stages – of a Lean Startup Timeline Segment #2: Build product Timeline Segment #3: Post-launch GROWTH Product build Post-launch growth
  5. 5. • Initial idea • Craft Strategy • Validate HEAVILY with customers Stage #1: Validate Timeline Segment #1: Validate Strategy & fit Product build Post-launch growth
  6. 6. Validate by Pitch-Deck " Force Planning in all Critical Areas" " Brief enough for feedback from Customers, Employees, Advisors, Investors, etc. "
  7. 7. Pitch Deck PAIN finds your blind spots Complete ALL of your Pitch-Deck! He says, “This specific Pitch-Deck SLIDE is PAINFUL”" " Response, “You found a Blind Spot in your ANALYSIS skills…
 … or in your business”"
  8. 8. 10x Healthy Business Problem 10x! SOLUTION! 10x! PROBLEM! 1! 2! Transactions multiply to a Large Market Size! Great Single Transaction Economics! 3! 4! “10-x” refers to the customer have a LARGE problem in their life, not just another small issue in their life.!
  9. 9. " Do NOT use your friends" " And do not use the startup community"" " Be willing to pay $25 to $50 for 60-minutes for B2C. $50-$100 for B2B professionals. PayPal, Amazon, iTunes" " lets you record the dial-in conference call and share the screen. Cheaply" Validating from Customers People from" Your Social Group are BAD" " Early Adopters" " White-Collar employees" " College educated" " A-Players or Type-A" " Advocate change & disruption" The US and your customers are more like:" " NOT Early Adopters" " NOT A-Players or Type-A" " NOT Advocating change & disruption" " Have a budget already fully spent" " Blue-Collar employees" " High School only, Community College…"
  10. 10. Dating start: Validate on craigslist B2C - Dating & CraigsList
  11. 11. B2B buyers have a budget in a spreadsheet B2B buyers and their Budget Spreadsheet
  12. 12. Stages – of a Lean Startup Timeline Segment #2: Build product Product build 80% = •  Perfect strategy & need •  Craft Product •  Fast product building 20% = •  Everything else: Branding, team building, raising capital, etc. Post-launch growth
  13. 13. Stages – of a Lean Startup Product build Post-launch growth Growth = Success vs Failure Timeline Segment #3: Post-launch GROWTH
  14. 14. Strategy
  15. 15. •  Positioning is your top strategic skill •  Positioning is the battle for your mind •  See how… Purple Cow
  16. 16. " BLOG: bryanstarbuck.typepad.com!16   Your Positioning and Uniqueness Manual Solution HIGH COST Market Leader LOW COST Market Leader Is Your Startup here or here High Cost Low Cost Old generation New generation
  17. 17. Example of a problem with strategy Example in the Recruiting industry
  18. 18. •  Branding is important … but LEAN means fast to market •  80% in stage #2 is: a) validating strategy & direction, b) brilliant product design, c) execute building product •  20% = everything else. 5% of that is branding Still branding is important. Get branding done – well – and quickly. Branding
  19. 19. How Do We Find Them?
  20. 20. " BLOG: bryanstarbuck.typepad.com!20   Dave McClure marketing Model
  21. 21. " BLOG: bryanstarbuck.typepad.com!21   Hotmail.com GROWTH HACKINGTO: JimFriend@aol.com From: Me@aol.com Sent by hotmail.com
  22. 22. " BLOG: bryanstarbuck.typepad.com!22   AirBnB Customer Post to AirBnB Post to CraigsList GROWTH HACKING
  23. 23. " BLOG: bryanstarbuck.typepad.com!23   Digg Many Websites Digg.com GROWTH HACKING
  24. 24. " BLOG: bryanstarbuck.typepad.com! “X Problem” can be solved better by “Y Solution” which we rock at 24   Blogging “INBOUND” OR SEOMOZ STYLE Facebook Articles our unique uniquely
  25. 25. Questions? Bryan@TheStarbucks.com @BryanStarbuck
  26. 26. " BLOG: bryanstarbuck.typepad.com! Next Steps for Learning (1 of 3) People often ask how to learn more. Here is the best way:" ABSOLUTE Must Read! Strategic Thinking or Execution! Other! Innovator’s Dilemma On Amazon" By: Clayton Christensen" " Crossing the Chasm On Amazon" By: Geoffrey Moore" " Blue Ocean Strategy On Amazon" By: W. Kim" " " Good to Great On Amazon" By: Jim Collins" " Maverick On Amazon" By: Ricardo Semier" " " The Four Steps to the Epiphany On Amazon" By: Steven Blank" " Inspiring Excellence On Amazon" By: Michael Schutzler" The Ten-Day MBA On Amazon" By: Steven Silbiger" " Founders at Work On Amazon" By: Jessica Livingston" " " " ABSOLUTE Must Read" Venture Deals On Amazon" By: Brad Feld" " " Art of the Start On Amazon" By: Guy Kawasaki" " " " The Lean Startup On Amazon" By: Eric Ries" "
  27. 27. " BLOG: bryanstarbuck.typepad.com! Next Steps for Learning (2 of 3) People often ask how to learn more. Here is the best way:" Marketing! The 22 Immutable Laws of Branding On Amazon" By: Al Ries" " " Full Frontal PR On Amazon" By: Richard Laermer" " " Positioning: The Battle for your Mind On Amazon" By: Jack Trout" " The Strategy and Tactics of Pricing On Amazon" By: John Hogan" " " Purple Cow On Amazon" By: Seth Godin" " " Other! Founders at Work On Amazon" By: Jessica Livingston" " " Startup Weekend On Amazon" By: Marc Nager" " Don’t Make Me Think On Amazon" By: Steve Krug" " " ABSOLUTE Must Read"
  28. 28. " BLOG: bryanstarbuck.typepad.com! More Learning (3 of 3) " (My) Bryan Starbuck’s Blog on Company Building:" " http://bit.ly/StarbuckBlog" " Dave McClure – Marketing Model for Startups: " " http://500hats.typepad.com/500blogs/2007/06/internet-market.html" " http://vimeo.com/26277733" " http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version" " http://www.slideshare.net/dmc500hats/startup-metrics-101-367863" " More from Dave McClure:" " http://www.slideshare.net/dmc500hats/why-not-to-do-a-startup" " http://www.slideshare.net/dmc500hats/do-marketing-its-not-evil" " Presenting to Investors:" " http://www.slideshare.net/dmc500hats/how-to-pitch-a-vc-aka-startup-viagra-how-to-give-a-vc-a-hardon" " Strategic economics of SaaS https://salesforce.adobeconnect.com/_a13852757/buildingasuccessfulsaasco/" " Startup Marketing: http://howtolaunchastartup.com/2011/06/20/21-must-read-resources-for-start-up-marketing/" " 57 Things I’ve Learned Founding 3 Tech Startups: http://betashop.com/post/1417413108/57-things-ive-learned-founding-3-tech-companies" ABSOLUTE Must Read"
  29. 29. The New Model for Startups

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