Design Thinking Week – 5 to 8 Entrepreneurship Course Spring 2020 Air University, Islamabad, Pakistan

1. Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 1
Feasibility Analysis; Writing a Business
Idea; Industry and Competitive Analysis;
Effective Business Model
Design Thinking
Week – 5 to 8
Imran Jattala
Startup CoachEntrepreneurship Course
Spring 2020

2. Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 2
Problem or Need
Customer Segment
(Age/Gender/Geography)
Empathize
(Put Yourself in Customer’s
Shoes)
Personas
(Pen Picture of Customers)
Prototype or MVP
Business Model
Canvas
(Design Three BMCs)
Brainstorm Ideas
(At least 20 Ideas)
Pain/Gain Map
(Put Yourself in Customer’s
Shoes)
Production
(Lean/Agile)
Scaling
Summary of Innovation & Design Thinking Sessions
Semester Project: Build a Real
Customer-Funded Startup
Week-7: Business Model
Canvas
Week-8: Prototype or MVP
(Rs. 1000 Business Model)
5-10 People Top-3 Ideas
Top-1 BMC
Sell MVP

3. Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 3
Innovation Framework

4. Innovation Framework
Governance
& Culture
Strategy
Review
& Revision
Information
& Reporting
PROBLEM SOLUTION GROWTH
CONCEPTKPIs
Learn
Sprint
Planning
Pivot Execution
Shippable
Increment
Review
Emergence
Network
Wave
Problem Statement
Empathize
Define
IDEATE
Prototype
Test
DESIGN THINKING LEAN STARTUP AGILE SCALING
Problem / Solution Fit Product / Market Fit Business Model Fit
Problem KPIs
1. Empathy
2. Desirability
3. Feasibility
4. Viability
5. Scalability
Solution KPIs
1. MVP Time & Cost
2. Brand Positioning
3. Customer Acq Cost "CAC"
4. Customer Lifetime Value
"LVC"
5. Sales Cycle Length
Growth KPIs
1. Conv rate
2. Churn Rate
3. Avg. Order
4. Profit Margin
5. MAU / MoM
6. Burn-rate
7. Runway
8. Culture
9. Asset
10. Earnings
11. Liquidity
12. Operations
13. Technology
14. Compliance
ENTERPRISE RISK MANAGEMENT
Performance
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 4

5. EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
Segment Customers
Interview Customers
Create BMCs
Product Roadmap
Measure, Learn, Adapt,
Repeat, ScaleCustomer Persona
Mockups
Storyboard
Market Research
Problem/Solution Fit
Brand & Positioning
Startup KPIs
1. Empathy (Problem Identification)
2. Desirability (Problem / Solution Fit)
3. Feasibility (Product / Market Fit)
4. Viability (Profitability/Sustainability)
5. Scalability: LVC ≥ 3*CAC
Design Thinking = Empathy + Prototyping + Strategy
Plan IDEATE
Workshops
Brainstorm
Ideas/Solutions
BMC Validation
Customer Journey
MVP
Digital Marketing
TRL, MRL Feedback
Investor Pitch Deck

6. Startup KPIs
1. MVP Development Time & Cost
2. Branding & Positioning
3. Cost of customer acquisition or "CAC"
4. Lifetime value of customer or "LVC"
5. Sales cycle length
Product/Market Fit
Monday: Sprint Planning (1–2 hours)
Tuesday: Daily Standup (15 minutes)
Wednesday: Daily Standup (15 minutes), Story Time (1 hour)
Thursday: Daily Standup (15 minutes)
Friday: Daily Standup (15 minutes), Sprint Review (30 minutes), Retrospective (1–2 hours)
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 6

7. Blitzscaling
Rule #1: Embrace Chaos
Rule #2: Hire Ms. Right Now, Not Ms. Right
Rule #3: Tolerate “Bad” Management
Rule #4: Launch a Product That Embarrasses You
Rule #5: Let Fires Burn
Rule #6: Do Things That Don’t Scale (Throwaway Work)
Rule #7: Ignore Your Customers
• Experiments - Conduct analytic data driven tests to validate the growth hypotheses.
• Growth Channels - Identify channels having the best potential to drive business growth.
• Offer & Product Enhancement- Enhance solutions based on feedback from growth experiments.
• Pirate Metrics - Track key measures of growth - Acquisition, Activation, Retention, Referral and Revenue (AARRR).
• Innovation Accounting - Define, measure and communicate the progress of innovation.
New Strategy Toolkit - Implementation to Scaling
1. Framework for New Strategy Toolkit
2. Importance and Use of Personality Styles
3. Persuasion Factors
4. Complex Systems and Emergence
5. Complex Systems in Practice
6. Network Thinking
7. How Things Spread
8. Change at World Scale - Global Teacher Prize Case Study
9. Planning for Scaling with Scaling Canvas
Startup KPIs
1. Cost of customer acquisition or "CAC"
2. Lifetime value of customer or "LVC"
3. Sales cycle length
4. Sales conversion rate
5. Retention Rate (Churn Rate)
6. Avg. Order Value & Profit Margin
7. Monthly Active Users (MAU)
8. Month-on-Month Growth (MoM)
9. Burn-rate / Runway
Business Model Fit
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 7

8. Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 8
Problem/Solution Fit

9. What is Design Thinking
https://www.youtube.com/watch?v=oL20KmEH16I
Mauro Porcini, Chief Design Officer PepsiCo
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 9

10. EMPATHIZE
Interview Potential Customers
Market Research
Design Thinking
Select Customer Segment:
Age – Gender – Geography
Interview 5-10 Reference Group
from Customer Segment
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 10
Pakistan Population 200M
Students 18-24yrs, M/F
in Islamabad = 0.5M

11. DEFINE
Segment Customers
Customer Persona
Design Thinking
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 11
Customer Persona is a Pen Picture

12. IDEATE
Create Canvases
Prepare Experiments
Brainstorm Solutions
Design Thinking
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 12
https://www.youtube.com/watch
?v=QoAOzMTLP5s&feature=you
tu.be

13. PROTOTYPE
Mockups
Storyboard
Brand Canvas
Design Thinking
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 13

14. TEST
Rank Canvases According to
Opportunity / Fit / Difficulty
1
2 3
Run Experiments
Measure Progress, Learn,
Adapt, Repeat, Scale
Design Thinking
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 14
🙎‍♀️ Empathy: (Problem Identification)
🚦 Desirability: (Problem / Solution Fit)
🚧 Feasibility: (Product / Market Fit)
💸 Viability: (Profitability/Sustainability)
📈 Scalability: LTV ≥ 3*CAC

15. Business Model Validation
🙎‍♀️ Empathy: (Problem Identification)
🚦 Desirability: (Problem / Solution Fit)
🚧 Feasibility: (Product / Market Fit)
💸 Viability: (Profitability/Sustainability)
📈 Scalability: LTV ≥ 3*CAC
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 15

16. KPI Driven Innovation Project Growth
Project KPIs (Business Model Fit)
1. Cost of customer acquisition or "CAC"
2. Lifetime value of customer or "LVC"
3. Sales cycle length
4. Sales conversion rate
5. Retention Rate (Churn Rate)
6. Avg. Order Value & Profit Margin
7. Monthly Active Users (MAU)
8. Month-on-Month Growth (MoM)
9. Burn-rate / Runway
Project KPIs (Problem Solution Fit)
1. Empathy (Problem Identification)
2. Desirability (Problem / Solution Fit)
3. Feasibility (Product / Market Fit)
4. Viability (Profitability/Sustainability)
5. Scalability: LVC ≥ 3*CAC
Project KPIs (Product Market Fit)
1. MVP Development Time & Cost
2. Branding & Positioning
3. Cost of customer acquisition or "CAC"
4. Lifetime value of customer or "LVC"
5. Sales cycle length
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 16

17. Semester Project: Build a Real Customer-Funded Startup
https://www.youtube.com/watch?v=gkYLLNkvAC8

18. Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 18

19. Reach out to us on Social Media
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 19
CGI Social Media Pages
❑ linkedin.com/company/ConsultCGI
❑ facebook.com/ConsultCGI
❑ twitter.com/ConsultCGI
❑ medium.com/@ConsultCGI
IJ Social Media Pages
❑ slideshare.net/ImranJattala
❑ linkedin.com/in/Jattala
❑ twitter.com/ImJattala
❑ medium.com/@Jattala
Center for Global Innovators (CGI) | Design of IDEO, Innovation of Strategyzer & Strategy of McKinsey

20. Imran Jattala
Startup CoachEntrepreneurship Course
Spring 2020
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 20
Feasibility Analysis; Writing a Business
Idea; Industry and Competitive Analysis;
Effective Business Model
Design Thinking
Week – 5 to 8