GRAVITYTANK
gravitytank X founders institute | 24 June 2014 | PRIVATE & CONFIDENTIAL
startup ideation
gravitytank =
Dave Sonders =
Founder Institute =
@gravitytankinc
@dsonders
@founding
!
#pitchbootcamp
gravitytank | PRIVATE & CONFIDENTIAL
90+people
RESEARCHERS

STRATEGISTS

DESIGNERS

OPERATIONS
ILchicago
2000-present
CAsa...
gtxscoutalarm.tumblr.com
gravitytank | PRIVATE & CONFIDENTIAL
gravitytank | PRIVATE & CONFIDENTIAL
foodxstartup.tumblr.com
gravitytank | PRIVATE & CONFIDENTIAL
A startup is a human institution
designed to deliver a new product or
service under c...
gravitytank | PRIVATE & CONFIDENTIAL
gravitytank | PRIVATE & CONFIDENTIAL
Every gravitytank
project is a startup.
startup ideation
gravitytank | PRIVATE & CONFIDENTIAL
The way to get startup ideas is not to try
to think of startup ideas. It's to look fo...
gravitytank | PRIVATE & CONFIDENTIAL
The very best startup ideas tend to have three
things in common...
1) they're somethi...
gravitytank | PRIVATE & CONFIDENTIAL
a problem you have = a real problem
gravitytank | PRIVATE & CONFIDENTIAL
An arcade
game that’s
also a
kegerator...
gravitytank | PRIVATE & CONFIDENTIAL
A social
network for
dog lovers...
gravitytank | PRIVATE & CONFIDENTIAL
startup ideation noticing
Much less about “thinking up” an idea, more
about noticing ...
gravitytank | PRIVATE & CONFIDENTIAL
1. GOTB
get out of the building
talk to real people (friends and family count!)
exper...
gravitytank | PRIVATE & CONFIDENTIAL
2. FIND YOUR IDEAL USER
find your ideal user & attack
their problem like a pit bull
! ...
gravitytank | PRIVATE & CONFIDENTIAL
2. FIND YOUR IDEAL USER
"who wants this right now? Who wants this so much that they'l...
gravitytank | PRIVATE & CONFIDENTIAL
3. GET TANGIBLE
make it or fake it
“fake” = special effects
hand sketching, storyboard...
gravitytank | PRIVATE & CONFIDENTIAL
3. get tangible
gravitytank | PRIVATE & CONFIDENTIAL
4. TRY STUFF OUT
experiments > research
gravitytank | PRIVATE & CONFIDENTIAL
4. TRY STUFF OUT
research
big companies commission huge market research
studies to ca...
gravitytank | PRIVATE & CONFIDENTIAL
4. TRY STUFF OUT
experiments
1. make something... either a version of the actual
prod...
gravitytank | PRIVATE & CONFIDENTIAL
gravitytank | PRIVATE & CONFIDENTIAL
1 green VW beetle
20 users
online calendar
pen and paper in glovebox
key hidden under...
gravitytank | PRIVATE & CONFIDENTIAL
1 GET OUT OF THE BUILDING
2 FIND YOUR IDEAL USER
3 GET TANGIBLE
4 TRY STUFF OUT


thanks
@dsonders
@gravitytankinc
Startup Ideation in 4 Steps
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Startup Ideation in 4 Steps

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gravitytank hosted the Founder's Institute Chicago Startup Ideation event on June 24, 2014, where Associate Partner David Sonders shared insight on ways to root your innovative new business idea in problems that need to be solved. For more info, visit the blog post at http://www.gravitytank.com/think_say/saunders_startup_ideation_bootcamp_recap

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Startup Ideation in 4 Steps

  1. 1. GRAVITYTANK gravitytank X founders institute | 24 June 2014 | PRIVATE & CONFIDENTIAL startup ideation
  2. 2. gravitytank = Dave Sonders = Founder Institute = @gravitytankinc @dsonders @founding ! #pitchbootcamp
  3. 3. gravitytank | PRIVATE & CONFIDENTIAL 90+people RESEARCHERS
 STRATEGISTS
 DESIGNERS
 OPERATIONS ILchicago 2000-present CAsan francisco We are an innovation firm.
  4. 4. gtxscoutalarm.tumblr.com
  5. 5. gravitytank | PRIVATE & CONFIDENTIAL
  6. 6. gravitytank | PRIVATE & CONFIDENTIAL
  7. 7. foodxstartup.tumblr.com
  8. 8. gravitytank | PRIVATE & CONFIDENTIAL A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty.
  9. 9. gravitytank | PRIVATE & CONFIDENTIAL
  10. 10. gravitytank | PRIVATE & CONFIDENTIAL Every gravitytank project is a startup.
  11. 11. startup ideation
  12. 12. gravitytank | PRIVATE & CONFIDENTIAL The way to get startup ideas is not to try to think of startup ideas. It's to look for problems, preferably problems you have yourself. - Paul Graham, “How to Get Startup Ideas,” Nov 2012 “
  13. 13. gravitytank | PRIVATE & CONFIDENTIAL The very best startup ideas tend to have three things in common... 1) they're something the founders themselves want, 2) that they themselves can build, 3) that few others realize are worth doing. ! - Paul Graham, “How to Get Startup Ideas,” Nov 2012 “
  14. 14. gravitytank | PRIVATE & CONFIDENTIAL a problem you have = a real problem
  15. 15. gravitytank | PRIVATE & CONFIDENTIAL An arcade game that’s also a kegerator...
  16. 16. gravitytank | PRIVATE & CONFIDENTIAL A social network for dog lovers...
  17. 17. gravitytank | PRIVATE & CONFIDENTIAL startup ideation noticing Much less about “thinking up” an idea, more about noticing a gap in the world.
  18. 18. gravitytank | PRIVATE & CONFIDENTIAL 1. GOTB get out of the building talk to real people (friends and family count!) experience other solutions first hand (be the customer… shop, buy, use) document the user experience, especially where it breaks down
  19. 19. gravitytank | PRIVATE & CONFIDENTIAL 2. FIND YOUR IDEAL USER find your ideal user & attack their problem like a pit bull ! not a demographic group... a single individual who desperately needs your product
  20. 20. gravitytank | PRIVATE & CONFIDENTIAL 2. FIND YOUR IDEAL USER "who wants this right now? Who wants this so much that they'll use it even when it's a crappy version one made by a two-person startup they've never heard of? If you can't answer that, the idea is probably bad." - Paul Graham
  21. 21. gravitytank | PRIVATE & CONFIDENTIAL 3. GET TANGIBLE make it or fake it “fake” = special effects hand sketching, storyboards, animations, clickable mockups, "looks like" prototypes, frankenstein prototypes, etc.
  22. 22. gravitytank | PRIVATE & CONFIDENTIAL 3. get tangible
  23. 23. gravitytank | PRIVATE & CONFIDENTIAL 4. TRY STUFF OUT experiments > research
  24. 24. gravitytank | PRIVATE & CONFIDENTIAL 4. TRY STUFF OUT research big companies commission huge market research studies to carefully assess an opportunity they are slow, expensive, and don't get you any closer to understanding how people are actually going to behave
  25. 25. gravitytank | PRIVATE & CONFIDENTIAL 4. TRY STUFF OUT experiments 1. make something... either a version of the actual product or something that simulates its benefits 2. put it out in the world... someone choosing to buy your product is the ultimate form of feedback 3. measure your results 4. learn from your experiment 5. rinse & repeat build measurelearn
  26. 26. gravitytank | PRIVATE & CONFIDENTIAL
  27. 27. gravitytank | PRIVATE & CONFIDENTIAL 1 green VW beetle 20 users online calendar pen and paper in glovebox key hidden under the cushion on the founder’s porch MVP {minimum viable product}
  28. 28. gravitytank | PRIVATE & CONFIDENTIAL 1 GET OUT OF THE BUILDING 2 FIND YOUR IDEAL USER 3 GET TANGIBLE 4 TRY STUFF OUT
  29. 29. 
 thanks @dsonders @gravitytankinc

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