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Lean Canvas: Creacion de Modelos de Negocio para Startups

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Lean Canvas es un formato rápido, conciso y portable para crear y comunicar modelos de negocio para startups y emprendimientos web. Es una adaptación de Ash Maurya del formato original Business Model Canvas.

Lean Canvas te puede ayudar a descomponer el modelo de negocio en nueve partes que luego son sistemáticamente sometidas a pruebas en orden de mayor a menor riesgo.

Published in: Business
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Lean Canvas: Creacion de Modelos de Negocio para Startups

  1. 1. LEAN CANVAS. Modelos de Negocio para Startups Ricardo Yorky ricardo@leanparaguay.com @RicardoYorky
  2. 2. ¿QUE ES UNA STARTUP?
  3. 3. STARTUP = EXPERIMENTO QUE BUSCA ENCONTRAR UN MODELO DE NEGOCIO ESCALABLE
  4. 4. ETAPAS DE UNA STARTUP Foco: Experimentos: Aprendizaje Pivot Foco: Experimentos: Crecimiento Optimizaciones Pivotar antes de Escalar; Optimizar Después 1 2 3
  5. 5. LA MAYORÍA DE LOS PRODUCTOS FRACASAN.
  6. 6.  El mito del emprendedor visionario.  El excesivo enfoque centrado en el producto.  No sabemos cómo escuchar a los clientes. ¿PORQUÉ FALLAN LAS STARTUPS? “Si le hubiera preguntado a la gente qué querían, me habrían dicho que un caballo más rápido” ― Henry Ford
  7. 7. ¿EXISTE UNA MANERA MEJOR?
  8. 8.  Documentar el modelo de negocio.  Identificar las partes más riesgosas del plan.  Realizar pruebas de mayor a menor riesgo.  Repetir el ciclo hasta encontrar un negocio escalable. MÉTODO RUNNING LEAN
  9. 9. SOLUTION EL MODELO DE NEGOCIO ES EL PRODUCTO DE UNA STARTUP
  10. 10. “Lean Canvas es un formato rápido, conciso y portable para crear y comunicar modelos de negocio para startups.” ASH MAURYA Running Lean
  11. 11. DIVIDE Y VENCERÁS LEAN CANVAS te ayuda a descomponer el modelo de negocio en nueve partes que luego son sistemáticamente sometidas a pruebas en orden de mayor a menor riesgo.
  12. 12. CÓMO CREAR UN MODELO DE NEGOCIO
  13. 13. ORDEN PREDETERMINADO Se recomienda seguir el siguiente orden para crear un modelo de negocio.
  14. 14.  Complete el modelo en una sola sesión.  Se puede dejar secciones en blanco.  Sea conciso.  Piense en el presente.  Utilice un enfoque centrado en el cliente. RECOMENDACIONES GENERALES
  15. 15. CASO DE ESTUDIO: CLOUDFIRE CloudFire permite compartir archivos desde una pc sin realizar ningún tipo de subida. Los usuarios pueden acceder a los archivos compartidos directamente desde el navegador sin necesidad de instalar ningún software adicional.
  16. 16. PIENSE EN LOS POSIBLES CLIENTES Distinga entre clientes y usuarios. Divida los segmentos de mercado amplios en segmentos más pequeños y específicos. Contemple inicialmente todos los segmentos en un sólo modelo. Documente un modelo de negocio para cada segmento de clientes.
  17. 17.  SEGMENTO DE CLIENTES MUY AMPLIO – Cualquier persona que comparte fotos y videos.  SEGMENTOS DE CLIENTES MÁS ESPECÍFICOS – Fotógrafos – Productores de videos – Consumidores – Padres de Familia CASO DE ESTUDIO: CLOUDFIRE
  18. 18. SEGMENTOS Y PROBLEMAS Listar los principales problemas por cada segmento de clientes. (TOP 3) Listar las alternativas existentes. Identificar cualquier otro rol de usuario que vaya a interactuar con el cliente. Identificar los primeros posibles clientes. (Early Adopters)
  19. 19.  PROBLEMAS – Compartir fotos/videos les lleva mucho tiempo. – Los padres no tienen tiempo. – Hay mucha demanda para este tipo de contenido.  ALTERNATIVAS EXISTENTES Flickr Pro, Apple iCloud, Instagram CASO DE ESTUDIO: CLOUDFIRE  SEGMENTOS DE CLIENTES – Padres (Creadores) – Familia y Amigos (Visualizadores)  PRIMEROS CLIENTES (EARLY ADOPTERS) Padres con hijos pequeños.
  20. 20. PROMESA DE VALOR  Sea diferente, pero asegúrese que su diferencia importe.  Apunte a los primeros posibles clientes. (Early Adopters).  Céntrese en los beneficios que obtiene el cliente luego de utilizar el producto.  Elija sus palabras cuidadosamente y apodérese de ellas.  Responda: Qué, Quién y Porqué.  Estudie otras promesas de valor.  Cree un concepto de alto nivel (High-Concept Pitch).
  21. 21. CASO DE ESTUDIO: CLOUDFIRE  PROMESA DE VALOR La manera más rápida de compartir fotos y videos.  CONCEPTO DE ALTO NIVEL Compartir fotos y videos sin subida. (no upload)
  22. 22. - Todo lo que tenemos al comienzo son ideas de problemas no comprobados, y es bastante común que sean completamente sustituidos o repriorizados después de algunas entrevistas con clientes. - Por esta razón, se recomienda no definir la solución completa al comienzo. Más bien, delinear la solución más simple para abordar cada problema. SOLUCIÓN
  23. 23.  SOLUCIÓN – Compartir fotos y videos instantáneamente y sin subida de archivos. – Integración con el sistema de archivos / iCloud. – Mejores herramientas de notificación. CASO DE ESTUDIO: CLOUDFIRE
  24. 24. CANALES  Gratuito vs Pago  Inbound vs Outbound  Directo vs Automatizado  Directo vs Indirecto  Retención antes que Referidos/Afiliados
  25. 25. CASO DE ESTUDIO: CLOUDFIRE CANALES  Amigos  Eventos para padres  Fiestas de cumpleaños  Google AdWords, Facebook, Instagram  Boca en boca
  26. 26. El precio es parte del producto. El precio define a sus clientes. Hacer que los clientes paguen es la primera forma de validación. Si desea cobrar por el producto, hágalo desde el primer día. FLUJO DE INGRESOS
  27. 27. ¿Cuánto costará desarrollar y lanzar el Producto Mínimo Viable (MVP)? 2 3 ¿Cómo será ejecutado el flujo de egresos en términos de costos fijos y variables? ¿Cuánto costará entrevistar 20 a 30 clientes?1 ESTRUCTURA DE COSTOS
  28. 28.  COSTOS – Hosting: AWS 0$ x 1er año – Equipo: 5.000 $ x mes  INGRESOS: Prueba de 30 días y luego 50 $ por año  PUNTO DE EQUILIBRIO: 1.200 clientes CASO DE ESTUDIO: CLOUDFIRE
  29. 29. MÉTRICAS CLAVES Dave McClure’s Pirate Metrics
  30. 30.  MÉTRICAS CLAVES – ADQUISICIÓN: Registro de usuarios. – ACTIVACIÓN: Creación de la primera galería de fotos. – RETENCIÓN: Compartir una foto o un video. – REVENUE: Suscripción luego del periódo de prueba. – REFERIDOS: Invitación a amigos y familia CASO DE ESTUDIO: CLOUDFIRE
  31. 31. Información privilegiada Aval de un experto Equipo soñado Algo que no puede ser fácilmente copiado o comprado. Comunidad Clientes actuales Ranking SEO VENTAJA COMPETITIVA
  32. 32.  VENTAJA COMPETITIVA – COMUNIDAD DE USUARIOS CASO DE ESTUDIO: CLOUDFIRE
  33. 33. SIGUIENTE PASO. Ricardo Yorky ricardo@leanparaguay.com @RicardoYorky  Creá tu primer modelo de negocio.  Salí de la oficina y comenzá a validar tus ideas.
  34. 34. REFERENCIAS Running Lean: Iterate from Plan A to a Plan That Works

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