@cowanSF: This is an excerpt from www.alexandercowan.com/speaking . For tutorials and templates on how to do all this, you can try www.alexandercowan.com/resources. The rest of this case study is here: www.alexandercowan.com/speaking.

1. Copyright 2012 Cowan Publishing
Planning/
Lean
Startup
B2C Example:
“Pheasant”

2. Copyright 2012 Cowan Publishing
PRIORITY KEY ASSUMPTIONS
NEEDS
PROVING?
EXPERIMENTATION
1
Families have a
substantial desire to
organize quality time
(slow time)
Yes
- Run online ad’s with proposition
- Test landing pages with propositions
around organizing quality time
1
Families are on
Facebook
No n/a
1
Family members regularly
use mobile app’s
No n/a
1
Families find the
‘Pheasant’ solution
credible
Yes
- Test sign-up’s against a more
detailed proposition
- Test take rate on informational
content
- Beta tests
PLANNING

3. Copyright 2012 Cowan Publishing
PLANNING
What about slow time?

4. Copyright 2012 Cowan Publishing
PRIORITY KEY ASSUMPTION
NEEDS
PROVING?
EXPERIMENTATION
1
Families have a substantial
desire to organize quality
time (slow time)
Yes
- Run online ad’s with proposition
- Test landing pages with propositions
around organizing quality time
1 Families are on Facebook No n/a
1 Family members regularly
use mobile app’s
No n/a
1
Families find the
‘Pheasant’ solution
credible
Yes
- Test sign-up’s against a more detailed
proposition
- Test take rate on informational content
- Beta tests
2
Pheasant will find
purchase with readily
identifiable influencers
Yes
- Take rate on initial market release in
target markets with pivotal influencers
- Usage against the same
2
Pivotal users will
propagate ‘viral’ user
acquisition
Yes - Trackable promotions with the above
PLANNING

5. Copyright 2012 Cowan Publishing
PLANNING
Good ≠ Viral

6. Copyright 2012 Cowan Publishing
PLANNING
businessmodelgeneration.com
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
What value do we deliver to the customer?
Which one of our customer’s problems are we helping to solve?
What bundles of products and services are we offering to each Customer Segment?
Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
Day Month Year
No.
> Families with kids> Quality of life
improvement
> Convenience/usability
> Jack Cheernow site
> Facebook
> ITunes
> Android Store
> Mavens: Dedicated
personal assistance
> Market: Self-service
> Advertising
> Sponsorship
> Premium Subscription
> Editorial (Jack)
> UX
> Mobile Device Dev.
> Web. App. Dev.
> Problem solving:
quality time
> Problem solving: other
family activities
> Jack Cheernow
> Others?
> Fixed cost
> Royalties

7. Copyright 2012 Cowan Publishing
PLANNING
> see alexandercowan.com/finplan
revenue expected
but not assumed
contractor
expenses ramp
personal and
family loans

8. Copyright 2012 Cowan Publishing
PLANNING
The ‘slow time’ thing emerged from research, the
resulting empathy, and creative destruction.
or persevere?’
There’s an interest in ‘slow time’, they
can make a credible app, and pivotal
users will spread the word.
Posting of propositions and
informational content, followed by
beta and targeted release.
What are the response levels to
which propositions? Do the pivotal
users like it? Spread the word?
Was it true or untrue?
‘Pivot

9. Copyright 2012 Cowan Publishing
BUY THE BOOK
A practical primer for anyone
wanting to actually implement
today’s best practices in product
development (available online or
at any major retailer)
VISIT THE SITE
Free talks, tutorials, and
resources for product
development and new ventures.
MORE?
ALEX COWAN
AlexanderCowan.com
@cowanSF

10. Copyright 2012 Cowan Publishing
www.alexandercowan.com/speaking(THE REST?)
@cowanSF
alexandercowan.com/blog
acowan@alexandercowan.com
alexandercowan.com/speaking