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0a introduction.2013.q2
- 1. Lean LaunchPad 2013 April-June Iain Verigin 1
- 2. Course Introduction • • • • Objectives Intro & Background A Story -- “The Course in a Nutshell” How the class works 2
- 3. Who Am I? (Iain) • Teaching “Customer Development” since ’08 – 3 Lean LaunchPads e@UBC. • 2 Startup Companies – Home Run – Double PMC-Sierra Packet Engines • Many “Start-up” Products/Lines – Lotsa hits and many more misses. • Experience: Product Strategy, Business Development, Product Marketing, Engineering, “Health Issues” 3
- 4. Who Are You? • Professors • PhDs • Alumni 4
- 5. “Themes” 5
- 6. Steve Blank’s “Customer Development” 2006 • Problem: Startups fail from lack of customers – Not lack of product • Solution: Develop Customers and Products together 6
- 7. Customer Development is as important as Product Development Product Development Concept/ Bus. Plan Product Dev. Alpha/Beta Test Launch/ 1st Ship Customer Development Customer Discovery Customer Validation Customer Creation Company Building 7
- 8. Lean Startup – Eric Ries • What’s A Startup – “A human institution designed to create a new product or service under conditions of extreme uncertainty” pg 27 • Quality – “If we do not know who the customer is, we do not know what quality is.” pg 107 8
- 9. Steve Blank “2012” “A Startup is a temporary organization in search of a scaleable, repeatable, and profitable business model” Page xvii, Startup Owners Manual 9
- 11. This Course is All About “The Search” 11
- 12. Objectives • Learn how to organize & execute sales, marketing, and business development when bringing a new product to market (while searching) • Learn relevant “People Skills” – Listening, Presenting, Mindset and Burnout – Entrepreneurship is all about people • & have fun on the way 12
- 13. What are we really gonna do? 1. Learn some “search” process & theory 2. Experience it directly by “Getting Out of The Building” 13
- 14. :aside: Why Customer Dev? • It’s what I know. – The “book/story “4 Steps to Epiphany” by Steve Blank is one of the few that is very close to my personal experience. 14
- 15. The Course in a Nutshell You Customers Process Scorecard Purpose
- 16. Or … “You Are Here” 16
- 17. Your Purpose 17
- 18. Aside To Create a Customer Drucker says … “There is only one valid definition of business purpose: …” Page 20 “The Essential Drucker” 18
- 19. What is Marketing? • Drucker says -• There will always, one can assume, be the need for some selling. But the aim of marketing is to make selling superflous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. • Reference: pages 20 & 21 in “Essential Drucker”. 19
- 20. A Product That Sells Itself 20
- 21. The Scorecard 21
- 22. The Biz Plan People The Team Capabilities Attitude Reputation Deal Reward, Risks Incentives Ownership Harvest The Business Resources Financial Physical Intellectual Plan Opportunity Customers Strategy Business Model 22 Chapter 7: Figure 7.3 Technology Ventures: From Idea to Opportunity
- 23. A Better Way to View It 23
- 24. The Business Model Canvas 24
- 26. Keep Track Week n Week 2 Week 1 26
- 27. :Score Card: ( Hypothesis Summary) test Guess Guess Guess Guess Guess Guess Guess Guess Guess 27
- 28. :More: Biz Model Canvas Links • http://www.businessmodelgeneration.com/ • http://www.alexosterwalder.com/ • http://www.businessmodelalchemist.com/tools • Customer Development & Biz Model Canvas Combined • http://steveblank.com/2010/10/25/entrepreneurship-as-ascience-–-the-business-modelcustomer-development-stack/ • http://www.businessmodelalchemist.com/2010/08/combiningbusiness-model-prototyping-customer-development-and-socialentrepreneurship.html 28
- 29. Customers? 29
- 30. Technology Adoption Life Cycle Main Street Tornado Early Market Chasm Bowling Alley Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN” 30
- 31. People Underlying Drivers in Growth Markets “Technology Adoption Strategies” Pragmatists: Stick with the herd! Visionaries: Get ahead of the herd! Conservatives: Stick with what’s proven! Skeptics: Just say No! Techies: Just try it! 31 Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”
- 32. New Market “Chasm” Main Street Tornado Early Market Chasm Bowling Alley Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN” 32
- 33. ? Instant Success ? In 4th year after launch. ( ie 6 years ) This is as fast as it gets. http://en.wikipedia.org/wiki/File:Ipod_sales_per_quarter.svg NB. Apple's fiscal year ends in September. This means that Q1 includes the holiday season, which accounts for jumps in the data. Fiscal Q1 is Oct - Dec of previous year. So Q1 of 2008 is Oct - Dec of 2007, Q2 of 2008 is Jan - Mar of 2008 and so on. 33
- 34. The Process 34
- 35. Study/Plan and Act • Market Analysis • Market Pursuit 35
- 36. It’s The Scientific Process! • • • • Hypothesis Develop Test Observe Analyze Results • Re-jig Hypothesis • Do it again ( many times … Quickly ) • Apply to Customers • • Product / Market Fit is what you are looking for. Is not obvious 36
- 37. Six steps to Acting as an entrepreneur Chapter 2: Figure 2.1 37
- 38. iPod Timeline Cycling, Cycling, and more Cycling 38
- 39. More Process • Customer Development • www.steveblank.com 39
- 41. Execution Like This 41 Bill Buxton, “Sketching User Experience”
- 42. Search Looks Like This 42 Bill Buxton, “Sketching User Experience”
- 43. 7 Steps (minimum) 43 http://blog.startupcompass.co/what-the-fortune-1000-can-learn-from-the-star
- 44. You 44
- 45. Model – Knowledge Funnel “What Do You Know” Vous Etes ici Roger Martin’s Knowledge Funnel Mystery Heuristic Algorithm ! Very Useful for our class ! You start in the Mystery Zone ( the guesses ) Success is getting it to “Heuristic zone” (what are the “rules-of-thumb” Grand Slam is getting it to the “Algorithm” zone Source: Design of Business, Roger Martin 45
- 46. Summary 46
- 47. Mash Up You Customers “Knowledge Funnel” “Chasm Model” Process Scorecard “Customer Development” “Business Model Canvas”
- 48. Mash Up
- 49. That’s The Story • So …. What Are We Gonna Do? 49
- 50. How the Class Works What Are We Gonna Do? • In Class – 8 * “Iain” Presentations • Process, Theory, Personal Skills – 4 * “You” Project Update Presentations • TAM/SAM, Canvas, Experiments, #Calls • In Between Classes – “You” Get Out of the Building – “You” Blog Your Progress – “Us” monitor & comment on blogs 50
- 52. Seth Godin “Being a Novice Is Way Overrated” “Winners” live here http://sethgodin.typepad.com/seths_blog/2010/09/the-myth-of-preparation.html 52
- 53. END 53
- 54. How the Class Works Models / Frameworks • Primary – Customer Development Model – Steve Blank • Supporting – – – – – – – – – – – – Crossing the Chasm – Geoffrey Moore Knowledge Funnel & Reliability Bias – Roger L. Martin Innovators Dilemma/Solution – Clayton Christensen Lean Startup – Eric Ries Design Driven Innovation – Roberto Verganti Positioning – Ries & Trout Solution Selling, CustomerCentric Selling – Bosworth ProActive Selling, William “Skip” Miller Strategic Selling – Miller Heiman Mindset – Carol Dweck Made 2 Stick - MarComm - Chip & Dan Heath Personal Behaviour – Marshall Goldsmith 54
- 55. Assumptions ✖ ✔ • That most people have tons of “Execution Experience” and very little “Search Experience” 55
- 56. Example 56
- 57. Break 57
Editor's Notes
- Humour - Funny and Appropriate This is what Roger Martin’s “Mystery Zone” feels like-----Hugh’s NotesArmy Generals talk about ``The Fog of War’’. No matter how god your preparation is, it all means little once the actual fighting starts.\\A bit like being an entrepreneur, it sounds like.\\Being an entrepreneur is not chess. You don't have perfect information. In fact, you have very little information. Not to mention, very little time, and very little money.\\You get used to living in this fog. After a while you can't imagine living anywhere else.\\I designed this cartoon to go on people's walls, as a little reminder of the entrepreneurial fog that must envelop you, if you're ever going to do something interesting...\\\url{http://us1.campaign-archive.com/?u=028de8672d5f9a229f15e9edf&id=f95a7ce40f}