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Learning to shoot puppies
Let’s be honest …. Most of you have products /ideas only a mother could love !
The biggest 3 mistakes of Entrepreneurs1. Investing in the wrong business2. Staying too long in the wrong business.. (afte...
I will see it when I believe it                  vs.   I will believe it when I see itToo much research is the first type
An example: global warming  Hot summers              Cold summers  Warm winters             Cold winters  Evidence of     ...
Solutions …Issues                               Solutions• We often do research to check      • Objective criteria in plac...
You’re not alone !‘‘More than nine out of ten consumable products launched in the last ten years offered absolutely       ...
Arguing the other direction…    Why is this a bad idea…    If it fails, why will it fail…And then deciding what canbe done...
A checklist for ideas…• Is there a benefit (real or perceived)• People willing to pay (enough)• Cost of cut-through accept...
Pets.com   Kosmo   Despair.com   Etoys.com   Petrock   Flooz   WebvanIs there a benefit (real orpercieved)People willing t...
Pets.comPet supplies via the      internetSave big, save time   Stay at home         11
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Kosmo.comInstant delivery ofproducts purchasedvia the internet in bigcitiesOrder a wide varietyof products, frommovies to ...
Despair.comWe hate all the senseless, wasted time on employee motivation and un-                           founded optimis...
Continuous effort is the key to unlocking your potential                                            15              Winsto...
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Etoys.comThe new place tobuy toys. Find you  want on the     internet        17
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Petrock.comPets take a lot oftime and energy.Your kids can havealmost as much funwith a pet rock.We even include acare gui...
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Webvan.comBuying groceries should be easier. With webvan youcan get all your groceries,so you have time for other         ...
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Now the most important question             Why would this business fail …Why would it fail …Pets.comKosmoDespair.comEtoys...
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Costs per stageBudget           The time to           Make mistakes !         Ideas, screening         Concept, analysis  ...
Can you ask the experts ???   “I think there’s a world market for about five        computers.” (President of IBM, 1943)  ...
Should consumers be followed or            led ?                             Mobile phone                             Comp...
Not all new products are        revolutions ! There are many holes in themarkets, but fewer markets in         the holes ..
A checklist …• Talk to 20 people (that are not your friends)• If no one hates the idea, be scared• Ask people “if this fai...
Remember better is never enough                   Fat Bastard is priced higher,                   tastes less good but out...
A reading list• The wisdom of crowds … how you can use non-  experts to get answers to tough questions• The start-ups owne...
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Founder institute learning to shoot puppies

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Let's be honest...
Most of you have products / ideas only a mother could love ! That's why you need to learn to shoot a few puppies early

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Founder institute learning to shoot puppies

  1. 1. Learning to shoot puppies
  2. 2. Let’s be honest …. Most of you have products /ideas only a mother could love !
  3. 3. The biggest 3 mistakes of Entrepreneurs1. Investing in the wrong business2. Staying too long in the wrong business.. (after you should know it is time to change…)3. People don’t buy your product or service ‘cause they understand why they should…
  4. 4. I will see it when I believe it vs. I will believe it when I see itToo much research is the first type
  5. 5. An example: global warming Hot summers Cold summers Warm winters Cold winters Evidence of Evidence of global warming global warmingClearly there is evidence of global warming ?!
  6. 6. Solutions …Issues Solutions• We often do research to check • Objective criteria in place before our brilliant ideas the research starts• SUGGING (Selling under the guise – Is 35% planned purchase good or bad of market research) • Clearly define your biases before you start • Focus on insight (vs. confirmation) • Do regular reality checks 6
  7. 7. You’re not alone !‘‘More than nine out of ten consumable products launched in the last ten years offered absolutely nothing new to the consumer.More than eight out of ten new products fail. Youdon’t need to be a statistician to realize there’s a correlation between the two numbers.’’ -- Robert McMath
  8. 8. Arguing the other direction… Why is this a bad idea… If it fails, why will it fail…And then deciding what canbe done about it…
  9. 9. A checklist for ideas…• Is there a benefit (real or perceived)• People willing to pay (enough)• Cost of cut-through acceptable• People will see the benefit buy again / recommend to others• Will someone hate it
  10. 10. Pets.com Kosmo Despair.com Etoys.com Petrock Flooz WebvanIs there a benefit (real orpercieved)People willing to pay (enough)Cost of cut-through acceptablePeople will see the benefit buyagain / recommend to othersWill someone hate itKill Puppy (0 = kill, 1 = love)
  11. 11. Pets.comPet supplies via the internetSave big, save time Stay at home 11
  12. 12. 12
  13. 13. Kosmo.comInstant delivery ofproducts purchasedvia the internet in bigcitiesOrder a wide varietyof products, frommovies to snackfood, and get themdelivered to yourdoor forfree within an hour. 13
  14. 14. Despair.comWe hate all the senseless, wasted time on employee motivation and un- founded optimism We imagine you do to, buy our products and show your true colors 14
  15. 15. Continuous effort is the key to unlocking your potential 15 Winston Churchill
  16. 16. 16
  17. 17. Etoys.comThe new place tobuy toys. Find you want on the internet 17
  18. 18. 18
  19. 19. Petrock.comPets take a lot oftime and energy.Your kids can havealmost as much funwith a pet rock.We even include acare guide 19
  20. 20. 20
  21. 21. 21
  22. 22. Webvan.comBuying groceries should be easier. With webvan youcan get all your groceries,so you have time for other things 22
  23. 23. 23
  24. 24. Now the most important question Why would this business fail …Why would it fail …Pets.comKosmoDespair.comEtoys.comPetrock.comFloozWebvan
  25. 25. 25
  26. 26. Costs per stageBudget The time to Make mistakes ! Ideas, screening Concept, analysis Time Prod. Test commercialization devel mktg
  27. 27. Can you ask the experts ??? “I think there’s a world market for about five computers.” (President of IBM, 1943) “TV won’t be able to hold on to any market itcaptures after the first six months. People will soon get tired of staring at a plywood box every night.” (President of 20th Century Fox, 1946)
  28. 28. Should consumers be followed or led ? Mobile phone Computers Internet… 28
  29. 29. Not all new products are revolutions ! There are many holes in themarkets, but fewer markets in the holes ..
  30. 30. A checklist …• Talk to 20 people (that are not your friends)• If no one hates the idea, be scared• Ask people “if this fails” why would it fail (you’ll get a lot more information than asking what they think of the idea !)• Keep it simple … check do people really understand
  31. 31. Remember better is never enough Fat Bastard is priced higher, tastes less good but outsells Bilton 10 to 1…
  32. 32. A reading list• The wisdom of crowds … how you can use non- experts to get answers to tough questions• The start-ups owners manual..Chapter 3 customer discovery• William Harmon- An incomplete guide to the future… how to see what paradigms are affecting the way the you see the future

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