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Dall'idea al business model La cassetta degli attrezzi - Irene Cassarino

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L'intervento di Irene Cassarino (The Doers) in occasione dell'evento "Prima di partire attiva la modalità lean startup" che si è tenuto a Pula (CA) e Sassari rispettivamente il 13 e 14 maggio 2015.

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Dall'idea al business model La cassetta degli attrezzi - Irene Cassarino

  1. 1. DALL’IDEA AL BUSINESS MODEL LA CASSETTA DEGLI ATTREZZI Irene Cassarino irene@thedoers.co
  2. 2. STARTUP NUOVE ORGANIZZAZIONI CREATE DAGLI IMPRENDITORI PER LANCIARE NUOVI PRODOTTI
  3. 3. STARTUP’S FOUNDER SI CONFRONTA CON RISORSE LIMITATE E ELEVATA INCERTEZZA SULLA FATTIBILITA’ DEL SUO MODELLO DI BUSINESS
  4. 4. INNOVAZIONE INCERTEZZA
  5. 5. INNOVAZIONE E INCERTEZZA
  6. 6. PRIMA ANCORA DEL RISCHIO... INCERTEZZA L’INCERTEZZA DESCRIVE QUELLE SITUAZIONI IN CUI PRATICAMENTE TUTTO E’ UGUALMENTE POSSIBILE (O IMPOSSIBILE)
  7. 7. 3 TIPI DI INCERTEZZA 1 SULLA DOMANDA 2 SULLA TECNOLOGIA 3 SUL CONTESTO
  8. 8. 1. INCERTEZZA SULLA DOMANDA I CLIENTI COMPRERANNO?
  9. 9. INCERTEZZA SULLA DOMANDA ALTA
  10. 10. INCERTEZZA SULLA DOMANDA BASSA RELATIVAMENTE
  11. 11. 2. INCERTEZZA TECNOLOGICA RIUSCIREMO A SVILUPPARE UNA SOLUZIONE DESIDERABILE?
  12. 12. INCERTEZZA TECNOLOGICA DEMOCRATIZED PROBLEM-SOLVING VELOCI CANALI DI DIFFUSIONE MAGGIORE TASSO DI INNOVAZIONE TECNOLOGICA
  13. 13. INCERTEZZA TECNOLOGICA TASSO DI INVENZIONI = ~ INCERTEZZA TECNOLOGICA
  14. 14. Incertezza sulla domanda indice di volatilità del fatturato Incertezza sulla tecnologia % (R&D / fatturato)
  15. 15. E TU DOVE TI TROVI?
  16. 16. CONTESTO3. INCERTEZZA SUL CONTESTO
  17. 17. - barriere tecnologiche - barriere finanziarie - barriere produttive - barriere distributive CONTESTO
  18. 18. COMPLESSITA’ +VOLATILITA’ DOMANDA +COMPETIZIONE GLOBALE +OPPORTUNITA’ TECNOLOGICHE
  19. 19. INNOVAZIONE INCERTEZZA MERCATI POCO DEFINITI CONTESTI AMBIGUI TECNOLOGIE NON TESTATE ASSETTO COMPETITIVO INSABILE NUOVI PRODOTTI NUOVI MERCATI NUOVI MODELLI DI BUSINESS MIGLIORAMENTI DI PRODOTTI/SERVIZI ESISTENTI
  20. 20. IL PROBLEMA 42% NON RISOLVE UN PROBLEMA/BISOGNO IMPORTANTE PER IL MERCATO 29% FINISCE IL SOLDI PRIMA DI AVER TROVATO UN BUSINESS MODEL
  21. 21. DESIGN THINKING
  22. 22. USER FIRST APPROCCIO ALLA PROGETTAZIONE FONDATO SUL RICONOSCIMENTO E L’ANALISI DEI BISOGNI DELLE PERSONE, E SULLA PROGETTAZIONE DI SOLUZONI EFFICACI PER GLI UTENTI
  23. 23. CUSTOMER INTERVIEW & PERSONA RICERCA QUALITATIVA
  24. 24. USER JOURNEY & INTERACTION STORYBOARD RICERCA QUALITATIVA
  25. 25. PARTICIPATORY DESIGN CO-PROGETTAZIONE
  26. 26. INTERACTION DESIGN PROGETTAZIONE DELL’ESPERIENZA UTENTE
  27. 27. DAL PRODOTTO AL SERVIZIO ACQUISTA UNA MACCHINA AFFITTA UNA MACCHINA CONDIVIDI UNA MACCHINA
  28. 28. AGILE DEVELOPMENT
  29. 29. AGILE VS WATERFALL PROCESS CONCEPT DESIGN DEVELOP TEST & RELEASE DESIGN DEVELOP TEST DISCOVER VS WATERFALL: SPRINT#1 DISCOVER SPRINT#X ASSUMPTION DISCOVER SPRINT#N
  30. 30. CUSTOMER DEVELOPMENT
  31. 31. CUSTOMER DEVELOPMENT
  32. 32. IL PROBLEMA 42% NON RISOLVE UN PROBLEMA/BISOGNO IMPORTANTE PER IL MERCATO 29% FINISCE IL SOLDI PRIMA DI AVER TROVATO UN BUSINESS MODEL
  33. 33. PROCESSO DI CUSTOMER DEVELOPMENT CUSTOMER DISCOVERY CUSTOMER VALIDATION CUSTOMER CREATION COMPANY BUILDING STOP STOP STOP SEARCH EXECUTE
  34. 34. PROCESSO DI CUSTOMER DEVELOPMENT DISCOVERY + VALIDATION >> ricerca per il modello di business. CREATION + COMPANY BUILDING >> esecuzione del modello di business che è stato sviluppato, testato e provato nelle fasi 1+2 1 + 2 3 + 4
  35. 35. MODELLO DI BUSINESS
  36. 36. MODELLO DI BUSINESS 2004 2010
  37. 37. BUSINESS MODEL CANVAS PARTNERS KEY ACTIVITIES CUSTOMER RELATIONSHIPS CUSTOMER SEGMENTS KEY RESOURCES CHANNELS VALUE PROPOSITION COST STRUCTURE REVENUE STREAMS _Su che cosa è importante spendere? _Quali attività e risorse è conveniente sviluppare in collaborazione con altri? _Quali attività è opportuno delegare all’esterno? _Dove vendo? _Come distribuisco? _Come comunico? _Come vendo la mia soluzione? A quale prezzo? _Di cosa non posso fare a meno? _Su cosa devo mantenere il focus? _Come riesco a vendere? _Cosa accade prima e dopo la vendita? _A chi vendo? _ Chi sono i miei clienti? _Perchè i miei clienti fruiscono di / acquistano la mia offerta? _che problema risolvo? _che vantaggio procuto?
  38. 38. LEAN STARTUP METHOD
  39. 39. LEAN STARTUP E’ UN APPROCCIO SPERIMENTALE PER VALIDARE UN UN’IPOTESI RISCHIOSA DOPO L’ALTRA
  40. 40. METODO LEAN STARTUP CUSTOMER DEVELOPMENT AGILE SOFTWARE DEVELOPMENT BUSINESS MODEL LEAN STARTUP! DESIGN THINKING / UX DESIGN
  41. 41. LEAN STARTUP PER FAR NASCERE NUOVE IMPRESA VELOCEMENTE E SENZA SPRECHI DI RISORSE
  42. 42. LEAN STARTUP APPRENDIMENTO VALIDATO 1. Una startup non esiste al solo scopo di fabbricare prodotti. Esiste per apprendere come creare un business sostenibile. 2. Tale apprendimento può essere convalidato scientificamente conducendo frequenti esperimenti che permettano all’ imprenditore di verificare ogni elemento della sua visione.
  43. 43. MINIMUM VIABLE PRODUCT MVP = ESPERIMENTO Date le circostanze specifiche in cui si trova l’imprenditore e avendo identificato l’elemento più rischioso da testare...
  44. 44. MINIMUM VIABLE PRODUCT MVP = ESPERIMENTO … rappresenta la migliore strategia per acquisire il massimo apprendimento con il minimo investimento di risorse.
  45. 45. HYPOTHESIS DATA PRODUCT LEARN MEASURE BUILD IL CICLO DELL’APPRENDIMENTO
  46. 46. COME CONTROLLARE IL RISCHIO RISCHIO TEMPO
  47. 47. COME CONTROLLARE IL RISCHIO TEMPO RISCHIO 6 ITERAZIONI RAPIDE PRODUCONO UN APPRENDIMENTO MAGGIORE DI 3 CLICLI DI ESPERIMENTI PIù LENTI (LUNGHI).
  48. 48. _MUOVERSI VELOCEMENTE DA UN TEST AL SUCCESSIVO CONSOLIDANDO L’ APPRENDIMENTO IN NUOVE ITERAZIONE DI PRODOTTO TEST FAILED TEST FAILED TEST FAILED TEST FAILED LA STRADA DELL’APPRENDIMENTO
  49. 49. “I have not failed. I've just found 10,000 ways that won't work” Thomas Edison
  50. 50. PIVOT OR PERSEVERE? UN ADATTAMENTO/CAMBIO DELLA STRATEGIA SENZA UN CAMBIO DELLA VISIONE PERSEVERARE NELLA STRATEGIA CORRENTE FINO A QUANDO NON VERRA’ INVALIDATA
  51. 51. PIVOT O PERSEVERE?
  52. 52. YOUTUBE HA COMINCIATO COME UN SITO DI VIDEO- APPUNTAMENTI ON LINE
  53. 53. CRITERI DI VALUTAZIONE: LE METRICHE DEFINISCI I CRITERI DI SUCCESSO 1 PREDISPONI UN SISTEMA DI MISURAZIONE 2
  54. 54. MISURA “If you can’t measure it, you can’t manage it.” Peter Drucker
  55. 55. INNOVATION ACCOUNTING INNOVATION ACCOUNTINGTRADITIONAL ACCOUNTING BILANCIO FLUSSI DI CASSA CONTO ECONOMICO CUSTUMER ACQUISITION COST COEFFICIENTE VIRALE TASSO DI CONVERSIONE CUSTOMER LIFECYCLE VALUE MONTHLY BURN RATE ….
  56. 56. KEY: LEAN STARTUP RACCOGLIERE FATTI PER VERIFICARE SE LE SUE IPOTESI SONO VERE O FALSE LA PRINCIPALE OCCUPAZIONE DELL’IMPRENDITORE E’: L’UNITA’ DI PROGRESSO DEL SUO PERCORSO E’: APPRENDIMENTO VALIDATO
  57. 57. KEY: LEAN STARTUP FARE ESPERIMENTI LA PRINCIPALE OCCUPAZIONE DELL’IMPRENDITORE E’: … SULLA BASE DEI RISULTATI AGGIORNARE LE IPOTESI, O CONFERMARLE
  58. 58. sequenza disciplinata di esperimenti MVP Interviste Osservazioni Rievocazioni Landing page Video, Eventi, Pre-vendita, Crowdfunding AB-test Surveys... Concierge MVP Wizard-of-oz Piecemeal Mechanical Turk, Prototipo Low-Fi ... Prototipo High-Fi MEET THE MARKET TEST YOUR OFFER START SELLING GROW ESPERIMENTI Fase 1 Fase 2 Fase 3 Fase 4 IL PERCORSO DI VALIDAZIONE
  59. 59. INSIGHT!!!
  60. 60. INSIGHT 9 WORKSHOP -LABORATORI 1 OGNI 2 SETTIMANE 1 GIORNATA CIASCUNO IL PROGRAMMA
  61. 61. INSIGHT AFFIANCAMENTO 1 TO 1 settimanale IL PROGRAMMA
  62. 62. LESSON LEARNT!!INSIGHT GET OUT OF THE BUILDING AND GET INSIGHTS!
  63. 63. MINIMUM VIABLE PRODUCT INSIGHT FINO A 7000 €
  64. 64. INSIGHT COMMUNITY! IL PROGRAMMA
  65. 65. INSIGHT COMMUNITY! IL PROGRAMMA
  66. 66. NOVITA’ LEZIONI INTEGRATE SEMPRE A LABORATORI
  67. 67. NOVITA’ MAGGIORE INTEGRAZIONE TRA STRUMENTI
  68. 68. MAGGIORE ALLIEAMENTO TRA FORMAZIONE E OUT OF THE BUILDING MVP Interviste Osservazioni Rievocazioni Landing page Video, Eventi, Pre-vendita, Crowdfunding AB-test Surveys... Concierge MVP Wizard-of-oz Piecemeal Mechanical Turk, Prototipo Low-Fi ... Prototipo High-Fi MEET THE MARKET TEST YOUR OFFER START SELLING GROW ESPERIMENTI Fase 1 Fase 2 Fase 3 Fase 4 NOVITA’
  69. 69. NOVITA’ PIU’ RESPIRO ALL’AFFIANCAMENTO 18 SETTIMANE 26 SETTIMANE
  70. 70. NOVITA’ CAPITALE UMANO PRIMO MODULO DI 2 GIORNI!! PERSONALITA’ MOTIVAZIONI COMPETENZE RELAZIONI
  71. 71. www.fhplus.org

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