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THE LEAN
ENTREPRENEUR
European Innovation Academy
Brant Cooper @brantcooper
THE LEAN ENTREPRENEUR 2
2002 - Compilation of
lecture notes that started it
all
2010 - 1st purpose-written
book to introdu...
You Are a Visionary.
NOT
You Are a Visionary.
THE LEAN ENTREPRENEUR 5
Henry Ford
THE LEAN ENTREPRENEUR 6
VISIONARIES?
Thomas EdisonSteve Jobs
The Myth of the Visionary.
THE LEAN ENTREPRENEUR 7
THE LEAN ENTREPRENEUR 8
FLIPPING THE MYTH OF THE VISIONARY
ON ITS HEAD
THE LEAN ENTREPRENEUR
SO, WHAT DO YOU MEAN BY ‘LEAN’?
9
‣ Value Stream = Delivery of known product for known customer
‣ (Assembling a mini-van for a soccer mom)
Lean is:
‣ Optimi...
‣ Don’t truly know value
‣ Don’t truly know customer
‣ But you think you know
Lean Startup is:
‣ Elimination of waste in d...
BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PROD...
The World is Kind of a
Scary Place
13
Competition is Fierce
14
Gotta Move at the Speed of
the Twitter
15
Why don’t we just ask customers if they will use
our product?
https://www.youtube.com/watch?v=zq9PYLK_esc
THE LEAN ENTREPR...
THE LEAN ENTREPRENEUR
SHARED PAIN OR PASSION
17
‣ Different pain; level of pain
‣ Seek resolution differently
‣ ‘Hang out’ in different locations
‣ Different influencers
...
‣ Discovering high-value segments
‣ Number and size of segments
‣ Automating marketing and sales
‣ Increasing velocity
War...
THE LEAN ENTREPRENEUR
SEGMENT MATRIX
20
Criteria 
Segment
Depth
of Pain
Budget
Market
Size
Ease of
MVP
Reach Values
Solo C...
THE LEAN ENTREPRENEUR
KNOWING CUSTOMERS
21
THE LEAN ENTREPRENEUR
PURPOSE-BUILT EXPERIMENTS
22
THE LEAN ENTREPRENEUR
MARKETING SMOKE TEST
23
THE LEAN ENTREPRENEUR
MECHANICAL TURK
24
THE LEAN ENTREPRENEUR
DATA-INFORMED
25
Hypothesis-driven Innovation:
If you x, y customers will z.
THE LEAN ENTREPRENEUR 26
Part Art, Part Science
27
Rigor Inspiration
Passionate
GROWTH
ENGINE
MVP CONVERSION FUNNEL ACQUISITION
Satisfied Hopeful Convinced Trusting Intrigued Aware
VALUE STRE...
True Visionaries Relentlessly
Pursue Change
THE LEAN ENTREPRENEUR 29
THE LEAN ENTREPRENEUR 30
‣ @brantcooper Next book: The Lean Brand - http://leanbrandbook.com/ How
entrepreneurs discover, ...
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2014 The Lean Entrepreneur_Brant Cooper

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2014 The Lean Entrepreneur_Brant Cooper

  1. 1. THE LEAN ENTREPRENEUR European Innovation Academy Brant Cooper @brantcooper
  2. 2. THE LEAN ENTREPRENEUR 2 2002 - Compilation of lecture notes that started it all 2010 - 1st purpose-written book to introduce Lean Startup and Customer Development 2011 - Lean Startup goes main stream and answers “The Why?”
  3. 3. You Are a Visionary.
  4. 4. NOT You Are a Visionary.
  5. 5. THE LEAN ENTREPRENEUR 5
  6. 6. Henry Ford THE LEAN ENTREPRENEUR 6 VISIONARIES? Thomas EdisonSteve Jobs
  7. 7. The Myth of the Visionary. THE LEAN ENTREPRENEUR 7
  8. 8. THE LEAN ENTREPRENEUR 8 FLIPPING THE MYTH OF THE VISIONARY ON ITS HEAD
  9. 9. THE LEAN ENTREPRENEUR SO, WHAT DO YOU MEAN BY ‘LEAN’? 9
  10. 10. ‣ Value Stream = Delivery of known product for known customer ‣ (Assembling a mini-van for a soccer mom) Lean is: ‣ Optimize efficiency of value-add activities (part assembly) ‣ Eliminate non value-add activities (forklift parts across warehouse) THE LEAN ENTREPRENEUR LEAN IS ABOUT ELIMINATING WASTE IN VALUE CREATION 10
  11. 11. ‣ Don’t truly know value ‣ Don’t truly know customer ‣ But you think you know Lean Startup is: ‣ Elimination of waste in discovery of value and customer ‣ Validated learning of your value stream THE LEAN ENTREPRENEUR STARTUPS ARE ENDEAVORS OF UNCERTAINTY 11
  12. 12. BRANDING LEADS THE WAY EXISTING MARKET PROBLEM WELL UNDERSTOOD INNOVATION IMPROVES DIFFERENTIATION INCREMENTAL CHANGE PRODUCT LEADS THE WAY UNKNOWN / NEW MARKET PROBLEM NOT WELL UNDERSTOOD INNOVATION IS DRAMATIC RADICAL CHANGE Innovation Continuum
  13. 13. The World is Kind of a Scary Place 13
  14. 14. Competition is Fierce 14
  15. 15. Gotta Move at the Speed of the Twitter 15
  16. 16. Why don’t we just ask customers if they will use our product? https://www.youtube.com/watch?v=zq9PYLK_esc THE LEAN ENTREPRENEUR 16
  17. 17. THE LEAN ENTREPRENEUR SHARED PAIN OR PASSION 17
  18. 18. ‣ Different pain; level of pain ‣ Seek resolution differently ‣ ‘Hang out’ in different locations ‣ Different influencers ‣ Different sales channel THE LEAN ENTREPRENEUR SEGMENT CLUES 18
  19. 19. ‣ Discovering high-value segments ‣ Number and size of segments ‣ Automating marketing and sales ‣ Increasing velocity Warning: ‣ Nine moms cannot make a baby in a month THE LEAN ENTREPRENEUR MARKET OPPORTUNITY 19
  20. 20. THE LEAN ENTREPRENEUR SEGMENT MATRIX 20 Criteria Segment Depth of Pain Budget Market Size Ease of MVP Reach Values Solo Chef H M M H M H Team ind. H H M H M H Small Corp M H H M L M Big Corp M H H L L L
  21. 21. THE LEAN ENTREPRENEUR KNOWING CUSTOMERS 21
  22. 22. THE LEAN ENTREPRENEUR PURPOSE-BUILT EXPERIMENTS 22
  23. 23. THE LEAN ENTREPRENEUR MARKETING SMOKE TEST 23
  24. 24. THE LEAN ENTREPRENEUR MECHANICAL TURK 24
  25. 25. THE LEAN ENTREPRENEUR DATA-INFORMED 25
  26. 26. Hypothesis-driven Innovation: If you x, y customers will z. THE LEAN ENTREPRENEUR 26
  27. 27. Part Art, Part Science 27 Rigor Inspiration
  28. 28. Passionate GROWTH ENGINE MVP CONVERSION FUNNEL ACQUISITION Satisfied Hopeful Convinced Trusting Intrigued Aware VALUE STREAM DISCOVERY This is your brand. This is your focus.
  29. 29. True Visionaries Relentlessly Pursue Change THE LEAN ENTREPRENEUR 29
  30. 30. THE LEAN ENTREPRENEUR 30 ‣ @brantcooper Next book: The Lean Brand - http://leanbrandbook.com/ How entrepreneurs discover, iterate and develop emotional value in the marketplace.

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