Planning for Success / AlphaLab

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Presentation delivered on June 27 to new AlphaLab class

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Planning for Success / AlphaLab

  1. 1. ... Demo OR Die Sean Ammirati @SeanAmmirati Partner, Birchmere Ventures Adjunct Professor, Carnegie Mellon University June 27, 2013 PLANNING FOR SUCCESS
  2. 2. 9 120
  3. 3. Most Startups FAIL The Reason
  4. 4. NO ONE WANTS what they’ve built. IS BECAUSE...
  5. 5. WHY IS THIS IMPORTANT?
  6. 6. Dec 2006 Conviction to build FeedHub Aug 2007 Private Beta of FeedHub Launch FeedHub @ Demo 2007 Sept 2007 10 MONTHS “STEALTH MODE”
  7. 7. Dec 2006 Conviction to build FeedHub Aug 2007 Private Beta of FeedHub Launch FeedHub @ Demo 2007 Sept 2007 10 MONTHS “STEALTH MODE” Wasted Time
  8. 8. “Launch early enough to be embarrassed by your product’s first version” ~ Reid Hoffman Co-Founder & Chairman LinkedIn
  9. 9. Known Problem Known Solution Waterfall Development Requirements Design Implementation Verification Maintenance
  10. 10. Known Problem Unknown Solution Agile Development Requirements Design Implementation Product Backlog Sprint Backlog Released Code
  11. 11. Unknown Problem Unknown Solution Lean Startup Customer Discovery Customer Validation Product Backlog Sprint Backlog Released Code Customer Creation Company Building
  12. 12. Known Solution Lean Startup Agile Development Waterfall Development Kanban Unknown Solution KnownProblemUnknownProblem
  13. 13. 1. Customer Discovery A product solves a problem for an identifiable group of users 2. Customer Validation The market is saleable & large enough that a viable business might be built 3. Customer Creation The business is scalable through a repeatable sales and marketing roadmap 4. Company Building Company departmental and operational processes are created to scale THE CUSTOMER DEVELOPMENT MODEL
  14. 14. BUILD MEASURE LEARN IDEAS CODEDATA Minimally Viable Product
  15. 15. BUILD MEASURE LEARN IDEAS CODEDATA Minimally Viable Awesome Product
  16. 16. “NON-SOFTWARE” EXAMPLE Innovation Happens
  17. 17. GOALS FOR INNOVATION HAPPENS
  18. 18. 1. Provide networking events connecting entrepreneurs & large corporations
  19. 19. 2. Encourage entrepreneurs to focus more on getting customers
  20. 20. 3. Create a culture of “buying local” in Pittsburgh
  21. 21. ~ 12 concepts ~ 6 scale ~ 3 - 4 companies concepts scale spin out ~ 15 “Classic” Seed Investments All Community Driven Commerce Focused STUDIO SEED + IDEAS ~25 ideas
  22. 22. EXAMPLE STUDIO: LEGAL SIFTER TURNING LEGAL DOCUMENTS INTO DATA
  23. 23. Adapted From : The Entrepreneur's Guide to Customer Development MAP #1 Table at IH Landing Page Features / Benefits description ‘More info’ Call to Action Market insight Find early adopters Customer Interaction Objective MAP #1 > Concept Investment $
  24. 24. Adapted From : The Entrepreneur's Guide to Customer Development MAP #1 Table at IH Landing Page MAP #2 Product UI & Spec Features / Benefits description ‘More info’ Call to Action Informational Interviews Market insight Find early adopters Locate Strategic partners Customer Discovery Customer Interaction Objective MAP #1 > Concept MAP #2 > P-M Eval Investment $ $$
  25. 25. Adapted From : The Entrepreneur's Guide to Customer Development MAP #1 Table at IH Landing Page MAP #2 Product UI & Spec MAP #3 Concierge Test Features / Benefits description ‘More info’ Call to Action Field Pilot Market insight Find early adopters Locate Strategic partners Customer Discovery Customer Validation Customer Interaction Objective MAP #1 > Concept MAP #2 > P-M Eval MAP #3 > P-M Fit Investment $ $$ $$$ Informational Interviews
  26. 26. ELLIOTT@LEGALSIFTER.COM
  27. 27. APPLICATION EXERCISE What is your MAP? • Minimally Awesome Product • Customer Interaction • Objective
  28. 28. 2004 2006 2010450+
  29. 29. Key Partnerships Cost Structure Revenue Streams Key Activities Key Resources Value Proposition Customer Relationships Channels Customer Segments ??? ??? ??? ??? ??? ??? ??? ??? ??? VALIDATE HYPOTHESIS ...
  30. 30. Key Partnerships Niche Content Cost Structure Revenue Streams Key Activities Key Resources Value Proposition Customer Relationships Customer Segments Niche Customers Channels
  31. 31. Key Partnerships Cost Structure Revenue Free Streams Paid Key Activities Key Resources Value Proposition Basic Usage Premium Usage Customer Relationships Customer Segments Casual High Volume Channels
  32. 32. THANK YOU @SEANAMMIRATI
  33. 33. PHOTO CREDITS Slide 7: http://www.flickr.com/photos/nasa_goddard/8434074140/ Slide 9: http://www.flickr.com/photos/data70/4748860721/ Slide11: http://www.flickr.com/photos/joi/1431818434/ Slide 35: http://www.flickr.com/photos/yodelanecdotal/3329778720/

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