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burn your
business plan
how to design, test,
and pivot your
business model

@business_design
#bmgen
“   no business plan
    survives the first
    contact with customers
    Steve Blank,
    entrepreneur & author
                             ”
“   plans are worthless,
    but planning is
    everything
    Dwight D. Eisenhower,
    US President 1948 - 1953
                               ”
plan your search for
successful business
models
1       2       3
design   test   pivot
?
but hey what actually is a
    business model?
but hey what actually is a ur
                       y o
    business model?
buzz
group
explain your business
(model) to your seat neighbor
?
  how do business model
discussions generally look?
Burn Your Business Plan
Burn Your Business Plan
Burn Your Business Plan
Burn Your Business Plan
Burn Your Business Plan
Burn Your Business Plan
Burn Your Business Plan
“   Any problem can
    be made clearer
    with a picture
    Dan Roam,
    author
                ”
Business
Model
Canvas
describe, challenge,
design, and invent
business models
more systematically
21
building                                  building
                  block                                     block

                      building
                                                                                building
                                            building
                       block
building                                     block                              block
 block

                                                       building
                                                        block
                   building
                     block                                    building
                                                                  block



                              build
           ng                         ing                            building
     buildi                    bloc
                                   k                                  block
         block
?
  why is this so
important today?
FOCUSING ON
    PRODUCT
INNOVATION IS NOT
ENOUGH ANYMORE
“   our competitors aren't
    taking our market share
    with devices; they are
    taking our market share
    with an entire ecosystem
    Stephen Elop,
    CEO Nokia
                               ”
“   If you spend all your time
    looking at your competition,
    your product will look like your
    competition's ass.
    on Twitter, Mike Lee @bmf
                                ”   it’s time
                                         b usin
                                               to in
                                                e
                                                    ven

                                                 ss m
                                                      o
                                                        t ne
                                                        dels
                                                             w
1 design
You've got to bumble
“   forward into the
    unknown
    Frank Gehry,
    architect
                   ”
Burn Your Business Plan
Burn Your Business Plan
[source: Sony Pictures]
[source: Sony Pictures]
[source: Wikimedia Commons]
Burn Your Business Plan
?
 what does that have to do
with business models and my
        organization?
Burn Your Business Plan
“   if you freeze to an
    idea too quickly, you
    fall in love with it
    Jim Glymph,
    Gehry Partner
                     ”
“   ... if you refine it too
    quickly you become
    attached to it..
    Jim Glymph,
    Gehry Partner
                       ”
“   ... the crudeness of
    the early models in
    particular is very
    deliberate
    Jim Glymph,
    Gehry Partner
                    ”
building                                  building
                   block                                     block

                       building
                                                                                 building
                                             building
                        block
 building                                     block                              block
  block



this	
  is	
  a	
  crude	
  prototype
                    building
                      block
                                                        building
                                                         block

                                                               building
                                                                   block



                               build
            ng                         ing                            building
      buildi                    bloc
                                    k                                  block
          block
“   prototyping is the
    conversation you
    have with your ideas
    Tom Wujec,
    designer
                           ”
2 test
Burn Your Business Plan
-$800m
a business model might look great on
paper...


                          building
                           block


                                                                     building
                                                                      block
                                 build
                                       ing
                                  bloc
                                       k
           building
            block                              building
                                                block
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                                                                                           ing
                                                                                      bloc
                                                                                           k


                                                          building
                          building                         block
                           block


                                                                      build
                                                                       bloc
                                                                            ing
                                                                            k                    .. but after all it is
                                                                                                 only a...
               building               bui
                                         ldi
                block                 blo ng
                                          ck

                                                                         build
                                                                               ing
                                                                          bloc
                                                                               k
... a set of hypotheses


        guess                   guess
            guess
                       guess               guess
guess

                               guess
           guess                  guess


                gues
                    s
   guess                               guess
“   there are no facts in
    the building... so get
    the hell out and talk to
    customers
    Steve Blank,
    entrepreneur & author
                            ”
business model layer

                                 how
                          t at
                      sho       oul
                                    d
                   st
                be         el c
           our        mo
                         d
   is is y     nes
                   s
th          usi
        r b         ork
  you            w


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exp
hypothesis layer                                                                                                                                 hyp
                                                                                                                                                              lici
                                                                                                                                                                 tly
                                                                                                                                                                     out
                                                                                                                                                              oth         line
                                                                                                                                                                  ese           the
                                                                                                                                                                      s o            mo
                                                                                                                                                                          n w            st i
                                                                                                                                                                               hic            mp
                                                                                                                                                                      mo           h y           ort
                                                                                                                                                                         del           our           ant
                                                                                                                                                                               is b          bus
                                                                                                                                                                                    uilt         ine
                                                                                                                                                                                                     ss

                                                                   hypothesis
                                                                                                                                        hypothesis




                                                                             hypothesis

                                                                                                                is                                                hypothes
                                                                                                       hypothes                                                           is
                                     hypothesis



                                    building
                                     block                                                                 building                hypothes
                                                                                                                                           is
                                                                                                            block



                                           building bloc                 hypothesis
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                                                                                                                                                        is
                                               block                        building                                                      building
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              block



                                                                                                     building
                                                                                       hypo           block
                                                                                            thesis
                                                        hesis                                                                                        hypothesis
                                                hypot

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                                          block                                                                   building
                                                                                                                   block




                                                             buildin
                                                                     g
                                g                            block                                                      building
                        buildin
                                                                                                                         block
                         block
test layer

                                                                                                              test
                                                                                                                                                                                          test




                                                                                                                            test

                                                                                                                                                      test                                                     test

                                                                              test



                                                                         building
                                                                          block                                                                        building                    test
                                                                                                                                                        block



                                                                                building bloc                        test
                                                                                              k                                                                                                  test
                                                                                    block                            building
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                                                                                                                      block                                                                block
                                       building
                                        block


                                    building
                                     block                                                                             building                  building
                                                                                                                        block         test        block
                                                                                           test                                                                                                         test

                                           building bloc                      building
                                                         k                     block                                                                              building
                                               block                            building
                                                                                                                                                                   bl
                                                                                                                                                            building ock
                                                                                 block                                                                       block
             building
              block



                                                                                                               building
                                                                                                  buildin       block
                                                                                                          g
                                                            g                                     block                                                                 building
                                                    buildin
                                                     block                                                                                                               block
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                                          block                                                                                 building
                                                                                                                                 block




                                                                                                                                                                                                                                      fy
                                                                                                                                                                                                                       tes ts to veri
                                                                                                                                                                                                             e up with
                                                             buildin
                                                                     g


                                                                                                                                                                                                         com
                                g                            block                                                                    building
                        buildin
                                                                                                                                       block
                         block


                                                                                                                                                                                                                               sis
                                                                                                                                                                                                               eac h hypothe
“   Run experiments
    with customers, let
    the customer vote,
    don't rely on the
    boss to vote.
    Scott Cook,
    founder Intuit
                     ”
3 pivot
“   pivots are business
    model changes
    without crisis
    Steve Blank,
    entrepreneur & author
                            ”
                            an d wi
                                too
                                    thou
                                     m
                                         b
                                         t

                                       uch
                                           urni
                                           cash
                                                n g
“   If there's something I've
    learned in the last four
    years, it's the power of
    iteration. Rapidly
    create, test, change...
    Scott Cook,
    founder Intuit
                           ”
CHEAPLY
           LEARNING
PIVOTING =
             FROM
            FAILURE
“   The way to succeed
    is to double your                                       e!
                                                      ailur
                                                 ap f
    failure rate.
                                    ”
                                               e
                                        o f ch



    Thomas Watson, Founder of IBM
Burn Your Business Plan
how
                                                 to se
                                                       arch
                                             and


“
                                                   pivot
                                          busin
    an apostrophe is the difference             ess m
                                                      odels

    between a business that knows
    its shit and a business that
    knows it's shit
                                      ”
    on Twitter via @thulme & @tamewhale
BusinessModelGeneration.com
                       59

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Burn Your Business Plan

  • 1. burn your business plan how to design, test, and pivot your business model @business_design #bmgen
  • 2. no business plan survives the first contact with customers Steve Blank, entrepreneur & author ”
  • 3. plans are worthless, but planning is everything Dwight D. Eisenhower, US President 1948 - 1953 ”
  • 4. plan your search for successful business models
  • 5. 1 2 3 design test pivot
  • 6. ? but hey what actually is a business model?
  • 7. but hey what actually is a ur y o business model?
  • 9. explain your business (model) to your seat neighbor
  • 10. ? how do business model discussions generally look?
  • 18. Any problem can be made clearer with a picture Dan Roam, author ”
  • 20. describe, challenge, design, and invent business models more systematically
  • 21. 21
  • 22. building building block block building building building block building block block block building block building block building block build ng ing building buildi bloc k block block
  • 23. ? why is this so important today?
  • 24. FOCUSING ON PRODUCT INNOVATION IS NOT ENOUGH ANYMORE
  • 25. our competitors aren't taking our market share with devices; they are taking our market share with an entire ecosystem Stephen Elop, CEO Nokia ”
  • 26. If you spend all your time looking at your competition, your product will look like your competition's ass. on Twitter, Mike Lee @bmf ” it’s time b usin to in e ven ss m o t ne dels w
  • 28. You've got to bumble “ forward into the unknown Frank Gehry, architect ”
  • 35. ? what does that have to do with business models and my organization?
  • 37. if you freeze to an idea too quickly, you fall in love with it Jim Glymph, Gehry Partner ”
  • 38. ... if you refine it too quickly you become attached to it.. Jim Glymph, Gehry Partner ”
  • 39. ... the crudeness of the early models in particular is very deliberate Jim Glymph, Gehry Partner ”
  • 40. building building block block building building building block building block block block this  is  a  crude  prototype building block building block building block build ng ing building buildi bloc k block block
  • 41. prototyping is the conversation you have with your ideas Tom Wujec, designer ”
  • 45. a business model might look great on paper... building block building block build ing bloc k building block building block build ing bloc k building building block block build bloc ing k .. but after all it is only a... building bui ldi block blo ng ck build ing bloc k
  • 46. ... a set of hypotheses guess guess guess guess guess guess guess guess guess gues s guess guess
  • 47. there are no facts in the building... so get the hell out and talk to customers Steve Blank, entrepreneur & author ”
  • 48. business model layer how t at sho oul d st be el c our mo d is is y nes s th usi r b ork you w building block building block building bloc k block building building block block building block building block building block building block buildin g g block building buildin block block
  • 49. exp hypothesis layer hyp lici tly out oth line ese the s o mo n w st i hic mp mo h y ort del our ant is b bus uilt ine ss hypothesis hypothesis hypothesis is hypothes hypothes is hypothesis building block building hypothes is block building bloc hypothesis k hypothes is block building building block block building block building hypo block thesis hesis hypothesis hypot building block building block buildin g g block building buildin block block
  • 50. test layer test test test test test test building block building test block building bloc test k test block building building block block building block building block building building block test block test test building bloc building k block building block building bl building ock block block building block building buildin block g g block building buildin block block building block building block fy tes ts to veri e up with buildin g com g block building buildin block block sis eac h hypothe
  • 51. Run experiments with customers, let the customer vote, don't rely on the boss to vote. Scott Cook, founder Intuit ”
  • 53. pivots are business model changes without crisis Steve Blank, entrepreneur & author ” an d wi too thou m b t uch urni cash n g
  • 54. If there's something I've learned in the last four years, it's the power of iteration. Rapidly create, test, change... Scott Cook, founder Intuit ”
  • 55. CHEAPLY LEARNING PIVOTING = FROM FAILURE
  • 56. The way to succeed is to double your e! ailur ap f failure rate. ” e o f ch Thomas Watson, Founder of IBM
  • 58. how to se arch and “ pivot busin an apostrophe is the difference ess m odels between a business that knows its shit and a business that knows it's shit ” on Twitter via @thulme & @tamewhale