A story of Disruption
Featuring SAP & Lean Startup Methodology
By Doris Edwards of
www.SoYouWantAChange.com
A story of Disruption
Featuring SAP & Lean Startup Methodology
SAP
LEAN
Blessed
by HBR

Best of
Class

Successful transfor...
SAP

LEAN

Lean
&
SAP
LEAN
How can we learn more quickly what works,
and discard what doesn’t.

The Build-Measure-Learn Feedback loop
www.SteveBlank.com
Why the Lean Startup changes everything.
Read HBR May 2013 Article
www.TheLeanStartup.com
The movement ...
Passionate entrepreneurs
tend to fall in love with their product.
Passionate entrepreneurs
must avoid going into the basement
to create the perfect product.

Only to find that there’s no
t...
Passionate entrepreneurs
must Get Out Of The Building to find out
whether the reality conforms to their plan.

Test your h...
Passionate entrepreneurs
do it again, and again – until they
have really understood the problem.

Understand the needs and...
Passionate entrepreneurs
Build a Minimum Viable Product (MVP)

To courageously discover the
stark truth about traction.
It’s not just failing fast, it’s failing well.
 The fundamental idea is to treat everything a start-up does as an
experim...
SAP
One of the world’s largest Enterprise Software suppliers.
61’000 employees
Headquarters: Walldorf, Germany
Operates in mor...
3 reasons for SAP case study
•

Transformed from highly traditional, conservative, closed, to
open, innovative, accessible...
• Financial crisis, meltdown.
• New players with disruptive technologies.

• Bad management.
• -2% income in 2008

• -4% i...
Two new co-CEO’s.
Jim Hagemann Snabe and Bill McDermott
• New product acquisitions.
• New consumer behaviours. Don’t like ...
How SAP gets 27% more incremental sales leads.
Behind the scenes - From Shawn Burns – SAP VP Digital Marketing
SAP

LEAN
Designers and Analysts, will they ever meet?
SAP

LEAN
 Split into small groups. About 30 minutes.

 Create a Customer Persona and tell it to your colleagues.
 Colleagues. Pl...
A story of Disruption Featuring SAP & Lean Startup Methodology  by Doris Edwards of www.SoYouWantAChange.com
A story of Disruption Featuring SAP & Lean Startup Methodology  by Doris Edwards of www.SoYouWantAChange.com
A story of Disruption Featuring SAP & Lean Startup Methodology  by Doris Edwards of www.SoYouWantAChange.com
A story of Disruption Featuring SAP & Lean Startup Methodology  by Doris Edwards of www.SoYouWantAChange.com
A story of Disruption Featuring SAP & Lean Startup Methodology  by Doris Edwards of www.SoYouWantAChange.com
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A story of Disruption Featuring SAP & Lean Startup Methodology by Doris Edwards of www.SoYouWantAChange.com

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This is the presentation "A story of Disruption" by Doris Edwards for the Geneva Digital Marketing Group, November 2013.
Audio recording of the presentation available on: https://www.youtube.com/watch?v=lVBiP5qkW_w

Published in: Business, Technology
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  • 3 min. Who are the actors in Lean Startup. Walkthemthrough. Mention thatthis session isonly a Teaser. At Lean Startup weprovidemany of such Teasers.
  • The fundamentalideais to treateverything a start-updoes as an experimentEverything a startup doesshouldbne a test—a hypothersis. You reallywant to organizeyourcompanysothatit’sbuilt to learnfromexperiments.
  • 4 min. Vincenzo.
  • A mindsetshipf to tranform SAP fromitstraditional sales-driven perspective to a consumer-centric perspective. The aimis to understand how people want to buySAP’sproducts & services and to allowthem to interactwith SAP when, where and how theychoose.
  • A story of Disruption Featuring SAP & Lean Startup Methodology by Doris Edwards of www.SoYouWantAChange.com

    1. 1. A story of Disruption Featuring SAP & Lean Startup Methodology By Doris Edwards of www.SoYouWantAChange.com
    2. 2. A story of Disruption Featuring SAP & Lean Startup Methodology SAP LEAN Blessed by HBR Best of Class Successful transformation
    3. 3. SAP LEAN Lean & SAP
    4. 4. LEAN
    5. 5. How can we learn more quickly what works, and discard what doesn’t. The Build-Measure-Learn Feedback loop
    6. 6. www.SteveBlank.com Why the Lean Startup changes everything. Read HBR May 2013 Article www.TheLeanStartup.com The movement that is transforming how new products are built and launched. Read the book. http://www.meetup.com/ the-geneva-lean-startup-group 1 of >100 communities worldwide The Geneva Lean Startup Group www.BusinessModelGeneration.com The Business Model Canvas Download the canvas.
    7. 7. Passionate entrepreneurs tend to fall in love with their product.
    8. 8. Passionate entrepreneurs must avoid going into the basement to create the perfect product. Only to find that there’s no traction. Nobody wants it!
    9. 9. Passionate entrepreneurs must Get Out Of The Building to find out whether the reality conforms to their plan. Test your hypothesis by talking to real people.
    10. 10. Passionate entrepreneurs do it again, and again – until they have really understood the problem. Understand the needs and pains of your potential customers.
    11. 11. Passionate entrepreneurs Build a Minimum Viable Product (MVP) To courageously discover the stark truth about traction.
    12. 12. It’s not just failing fast, it’s failing well.  The fundamental idea is to treat everything a start-up does as an experiment.  Everything a start-up does should be a test--a hypothesis. You really want to organize your company so that it's built to learn.  Lean Startup principles are based on lean manufacturing - a management philosophy that we can easily adapt to the start-up culture.  Key part is creating a feedback loop: build, measure, and learn. We want to get through that loop as quickly as possible.
    13. 13. SAP
    14. 14. One of the world’s largest Enterprise Software suppliers. 61’000 employees Headquarters: Walldorf, Germany Operates in more than 130 countries
    15. 15. 3 reasons for SAP case study • Transformed from highly traditional, conservative, closed, to open, innovative, accessible. • From traditional sales-driven to consumer-centric. Allow people to interact with SAP when, where and how they choose. • Measurement model shift. Marketing is not measured separately. It is closely tied to a model that credits the achievement of a business outcome.
    16. 16. • Financial crisis, meltdown. • New players with disruptive technologies. • Bad management. • -2% income in 2008 • -4% income in 2009 • -8% drop in total revenue by end 2009 Laid off 3000 employees for the first time since its founding in 1972 • Sales concentrated on developping strong relationships with one or two influencers, usually Fortune 500 CIO’s.
    17. 17. Two new co-CEO’s. Jim Hagemann Snabe and Bill McDermott • New product acquisitions. • New consumer behaviours. Don’t like being «talked down». Pull rather than push. • Sales and Marketing work as a team. Learn how to connect with more knowledgeable buyers in midsized and small business. • Tie Marketing to Business Outcomes • Experiment, Measure, Reiterate
    18. 18. How SAP gets 27% more incremental sales leads. Behind the scenes - From Shawn Burns – SAP VP Digital Marketing
    19. 19. SAP LEAN
    20. 20. Designers and Analysts, will they ever meet?
    21. 21. SAP LEAN
    22. 22.  Split into small groups. About 30 minutes.  Create a Customer Persona and tell it to your colleagues.  Colleagues. Please to ask questions and enhance the view.  Back to full group. Exchange and Feedback.

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