1. Value
Proposi-ons:
“Key
features
of
your
MVP”
Lean
Launchpad:
Therapeu-cs
Value Propositions
Lean Launchpad: Digital Health
UCSF
Entrepreneurship
Center
UCSF Entrepreneurship Center
October
1,
2013
October 1, 2013
Karl
Handelsman
Abhas Gupta, MD
Codon
Capital
Mohr Davidow Ventures
@abhasguptamd

2. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Weekly
Office
Hours:
4:30-­‐5:30
before
class

3. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Why
Lean
Launch
Process
Now?
CONTEXT
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

4. Innova-on
Opportunity
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

5. Standard
View
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

6. Alternate
View
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

7. Typical
Launch
Plan
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

8. Capital
Efficient:
Lean
Launch
Process
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

9. understand
your
star-ng
posi-on
and
where
you
need
to
go:
key
criteria
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

10. Why
Now?
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

11. Value
Proposi-ons
Value Propositions
Value Propositions
This
Next
Lean Launchpad: Digital Health
Week
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Week

12. Mistakes
to
Avoid
• You
do
not
have
the
solu-on
to
global/system
macro
problems
Value Propositions
– Example:
I
have
the
solu-on
to
increase
your
total
research
produc-vity
Lean Launchpad: Digital Health
• I
can
relieve
yUCSF Entrepreneurship Center
our
high
cost
to
develop
drugs
pain
October 1, 2013
• Our
approach
offers
a
broad
approach
to
treat
many
diseases
• MVP
is
the
goal
not
Target
Product
Profile
Abhas Gupta, MD
• Your
innova-on
has
no
value
as
a
“great”
idea
Mohr Davidow Ventures
@abhasguptamd

13. Star-ng
Point
of
Your
Customers
• Need
to
engage
at
right
level
of
your
features
– Know
your
stage:
is
this
high
or
low
poten-al,
is
Value hat
has
previously
this
an
approach
tPropositionsfailed
Lean Launchpad: Digital Health
– What
makes
it
arac-ve
UCSF Entrepreneurship
– What
makes
it
risky
1, 2013 Center
October
• What
must
I
demonstrate
to
be
viable
– Liabili-es
to
avoid
Abhas Gupta, MD
– Features
and
data
that
are
compelling
Mohr Davidow Ventures
@abhasguptamd

14. Understand
your
customers
• Engagement
(monitors
your
progress)
• Early
Adopters
(interested
in
data)
• Late
Adopters
(wants
stage
status
update)
• What
is
the
compe--on
(Digital Health
Lean Launchpad: new
entrants)
• What
are
the
alterna-ves
UCSF Entrepreneurship Center
• Why
is
this
problem
so
hard
to
solve
October 1, 2013
Value Propositions
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

15. Criteria:
specifics
are
crucial
• Milestones
and
data
that
create
value
• Need
to
benchmark
to
“out
of
the
building”
alterna-ves
Value Propositions
– Alternate
approaches
– Compe-ng
approaches
– Direct
compe--on
(external
and
internal
Health
Lean Launchpad: Digital programs)
• If
you
have
a
general
high
level
criteria,
ask
yourself,
is
this
UCSF Entrepreneurship
testable?
How
would
I
prove
it?
Center
October 1, 2013
• The
specifics
help
you
form
your
opera-onal
plan,
understand
the
value
you
deliver,
and
develop
a
capital
efficient
path
• This
helps
you
define
the
kGupta, MD ac-vi-es
and
Abhas ey
resources,
partnerships
Mohr Davidow Ventures
@abhasguptamd

16. This
Weeks
Big
Idea
Strength
of
Value
Proposi3on
Launchpad: DigitalcHealth key
data
is
riteria
of
required
to
displace
UCSF Entrepreneurship Center
October 1, 2013 compe-ng
and
internal
programs
at
every
stage
Value Propositions
Lean
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

17. Put
the
work
in
upfront
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

18. Looking
Ahead
Looking Ahead
Value Propositions
Product & MVP:
10-20 interviews with
key customers/users
Lean Launchpad: Digital Health
This
Next
Sample
Week
Customers: UCSF Entrepreneurship Center
October 1, 2013
Breadth is important
right now
Week
In 2 weeks, you should
have product/market fit Abhas
down cold!
Gupta, MD
Mohr Davidow Ventures
@abhasguptamd
Become
Your
Own
Expert!

19. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
My
Contact:
Put
LLP
in
Subject
Line
for
extra
points
KARL@CODONCAPITAL.COM
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd