Successfully reported this slideshow.

More Related Content

More from Steve Blank

Related Books

Free with a 14 day trial from Scribd

See all

Related Audiobooks

Free with a 14 day trial from Scribd

See all

Encloud berkeley 2015

  1. EnCloud Seamless & Secure Cloud Storage # of interviews this week: 10 # of interviews to date: 121 Rashmi EECS PhD 5th yr Best paper awards, Implemented her invention for Facebook Kangwook EECS PhD 6th yr Hacker: awards from startup competitions & hackathons Mitya MBA 2nd year Pivoted his life twice Richard BS, CS/Business Ran a virtual server business for over two years Mentors: Ashmeet Sidana Kanu Gulati Advisors: Andy Chou Jeremy Fiance
  2. Original idea (week 0) Not able to run their systems on public cloud due to its • Low privacy • Low availability • Perfect privacy • Higher availability • Cost efficient Highly Available and Private Cloud Storage for Enterprises Market type: existing / segmented TAM: $91.2 Bn, SAM: $35.0 Bn 2
  3. Enterprises which do not store critical data on public cloud storage due to availability issues Original canvas (week 1) Perfect privacy Higher availability Lower cost Enterprises which are still using private storage due to organizational security/privacy standards and compliance requirements Enterprises which do not store critical data on public cloud storage due to availability issues Made-to-order software solution Technical support Deep customization Prove efficiency SW development Tech. expertises SW engineers Customer development and sales experts Cloud providers Multi-cloud management providers Backup and recovery solution providers SW development and support SW integration Customer acquisition Security auditing Pay-per-use Premium add-on to public cloud services SW licensing fee EDM solution providers Direct Sales Resellers / OEM System Integration Consulting fees 3
  4. Enterprises which do not store critical data on public cloud storage due to availability issues Product-market fit (week 1) Perfect privacy Higher availability Lower cost Enterprises which are still using private storage due to organizational security/privacy standards and compliance requirements Enterprises which do not store critical data on public cloud storage due to availability issues Made-to-order software solution Technical support Deep customization Prove efficiency SW development Tech. expertises SW engineers Customer development and sales experts Cloud providers Multi-cloud management providers Backup and recovery solution providers SW development and support SW integration Customer acquisition Security auditing Pay-per-use Premium add-on to public cloud services SW licensing fee EDM solution providers Direct Sales Resellers / OEM System Integration Consulting fees Perfect privacy Higher availability Cost effective Enterprises which are still using private storage due to privacy and availability concerns Value Proposition Customer Segments 4
  5. Week 1-4: 40 interviews with diverse mix of companies Storage expertise Low High HRHealth Object storage Media storage Finance E-commerce Storage appliance SSD Social and search 5
  6. 1 2 MVP 1 (Week 3) 6
  7. And by Week 4 we learned that nobody cares! Existing clouds good enough Data Privacy Data Availability Not a strong pain point! Storage cost No one is willing to pay!+ + 7
  8. Lower cost for private clouds Refined product-market fit (week 4) Enterprises which are still using private storage due to organizational security/privacy standards and compliance requirements Enterprises which do not store critical data on public cloud storage due to availability issues Faster data recovery for private clouds Higher availability Enterprises with PB- scale data in private clouds Data storage/ backup solution providers that use old technology New focus: Lower cost of data storage and better performance for (1) Petabyte-sized enterprises and (2) Storage solution providers 8
  9. MVP 2 (week 4) Cost 3x 1.4x 1.4x Privacy Zero Not much Perfect Durability High Higher Highest Repair Fastest Slow Fast Replication Erasure Coding 9
  10. Week 7: Market too small here as well!!! Enterprises Cost is not enough of a pain to attract transition to our product Storage solution providers Storage solution providers are not ready to pay for the closed-source solution Build their own storage solutions 10
  11. Learnings by week 7 We got a famous, award-winning paper!!! How hard can it be? Initial thoughts Week 7 thoughts Technological advancement ≠ Business Value for customers 45% efficiency improvement is huge. Everyone will buy it!!! To pay money, companies are looking for 3x-5x improvement We have a groundbreaking technology, central to our product We should forget the technology and let evidence change our mind 11
  12. 12
  13. Time to restart (week 8) A-ha moments from the past interviews: -”I would love to use that technology not for my company’s data, but for my own data” CIO, fintech comp -”Pain points related to company data? Nah. I do have some with my personal data.” Senior Product engineer, BigTech 13
  14. Secure storage for your privacy sensitive data Seamlessly virtualize and optimize all your cloud storages New product-market fit, week 8 Fear of breach Fragmentation 14
  15. New product-market fit, week 8 Access private data from any of user's devices Not lose private data Save time for securing/backing-up private data Young professionals and graduate students, who have sensitive data and data they don't want to lose, use 2+ devices and 1+ cloud accounts Young professionals and graduate students, who use multiple cloud services who value their time Organize data across multiple clouds through common interface Use cloud storage space more efficiently Share data across different clouds with one click Secure storage for your privacy sensitive data Seamlessly virtualize and optimize all your cloud storages 15
  16. Customer archetypes (Week 9, 30+ interviews) “Prosumer” Amy • Laptop, iPhone 6s, iPad, desktop, and DSLR camera • Private data backed up on external HDD • Other data baked up on desktop • Photos on iPhone are synced to Google Photo • > 16MP photos, > 1080p videos are manually backed up “Data Governor” Alex • Millennial, young professional • Father in a family with 3-4 phones, 1 tablet, 1-2 laptops, and 1 family desktop • Stores his family’s data in the family desktop • > 100GB of pictures • ~ 10GB of work documents • ~ 500MB of private data (financial documents, private photos, …) 16
  17. Organize data across clouds through common interface Final MVP, week 10 Use cloud storage space more efficiently Share data across different clouds with one click 17 Simplicity and intuitiveness of the product = key value for customers
  18. GET: Advertisements, Education, Blogging (and other soft PR) KEEP: User friendly UI/UX GROW: Referrals, Added services SW development Tech. experts SW engineers Customer development and sales experts Cloud providers Influential bloggers and media Kloudless SW development and support Hosting/office infrastructure Customer acquisition Legal/accounting Upfront SW price Subscription Our website App stores Referrals UI/UX development Education Marketing UI/UX designers Access private data from any of user's devices Not lose private data Save time for securing/backing-up private data Young professionals and graduate students, who have sensitive data and data they don't want to lose, use 2+ devices and 1+ cloud accounts Young professionals and graduate students, who use multiple cloud services who value their time Organize data across multiple clouds through common interface Use cloud storage space more efficiently Share data across different clouds with one click Latest canvas (week 10) 18
  19. GET: Advertisements, Education, Blogging (and other soft PR) KEEP: User friendly UI/UX GROW: Referrals, Added services SW development Tech. experts SW engineers Customer development and sales experts Cloud providers Influential bloggers and media Kloudless SW development and support Hosting/office infrastructure Customer acquisition Legal/accounting Upfront SW price Subscription Our website App stores Referrals UI/UX development Education Marketing UI/UX designers Access private data from any of user's devices Not lose private data Save time for securing/backing-up private data Young professionals and graduate students, who have sensitive data and data they don't want to lose, use 2+ devices and 1+ cloud accounts Young professionals and graduate students, who use multiple cloud services who value their time Organize data across multiple clouds through common interface Use cloud storage space more efficiently Share data across different clouds with one click Major changes (week 10) Bloggers and media API provider Key partners Customer Relations Soft PR Intuitive UI/UX 19
  20. Next Steps: Consumer market: 1. Conduct more interviews to get more data / narrow the segments 2. Create an “experience” MVP to validate UI/UX hypotheses From the interviews: CAC >> willingness to pay Explore consumer space further: From expert interviews: “Our study showed that consumers don’t really care so much about privacy of their data.” “These are not strong enough pain points where consumers will stick to a service.” Are we the right team to tackle the consumer space? 20
  21. Encloud How teaching staffs see us How my friends see us How customers see us How academia sees us How we see ourselves saw
  22. Appendix
  23. Encloud SpiderOak, SOS Online Backup, Sookasa, boxCryptor Odrive, Jolidrive, CloudKafe, Otixio Carbonite, Mozy, Time machine, 1Drive Competitors 23
  24. GET: Advertisements KEEP: Product updates GROW: Referrals, Added services SW development Tech. experts SW engineers Customer development and sales experts Cloud providers SW development and support Customer acquisition Upfront SW price Our website App stores Referrals Marketing Access private data from any of user's devices Not lose private data Save time for securing/backing-up private data Young professionals and graduate students, who have sensitive data and data they don't want to lose, use 2+ devices and 1+ cloud accounts Young professionals and graduate students, who use multiple cloud services who value their time Organize data across multiple clouds through common interface Use cloud storage space more efficiently 24
  25. Here’s what we learned (UI/UX, Partner) Lesson. Not technology, but UI/UX are the most important factor when people decide to choose a cloud storage service. Lesson. People love to sync/back- up data ‘in-place’. Lesson. Found a good partner ‘Kloudless’ that can save development cost/time 25
  26. Direct costs Overhead costs Sales and marketing Consulting Founders’ survival Software development UI/UX development Office & Hosting ● Bloggers ● Referrals ● App stores ● Webpage ● Legal ● Patent ● Accounting ● Ramen! ● Developers salary ● Benefits ● Taxes ● Outsourced UI/UX contractor Here’s what we learned (Cost structure) Learned from interviews 26

×