SlideShare a Scribd company logo
Lean Startup 
http://goo.gl/lCJ0mm 
Lorenzo Dee 
VP of Consulting, O&B 
October 2014 Learning Session
Things we'll cover: 
What is a Startup? 
What is Lean Startup? 
What is the Lean Startup Machine? 
#onblearningsession 
Board 
2/53 
Experiment
Steve Blank 
The Startup Owner's Manual 
Photo source: https://learni.st/boards/9484/learnings/73282-the-four-steps-to-the-epiphany-by-steve-blank
Paul Graham 
Y-Combinator
Eric Ries 
The Lean Startup
Speaking of extreme uncertainty... 
Do you understand what customers want from your business? 
Do you understand why they choose you? 
Do you understand why the like you? 
#onblearningsession 
7/53
Kate Upton, Model
Existing New 
Existing 
New Here! 
#onblearningsession 9/53
Existing New Unknown 
Existing 
New 
Unknown Here! 
#onblearningsession 10/53
Lean startup: 
is a method for developing businesses and products first proposed in 2011 by 
Eric Ries 
can shorten product development cycles by adopting a combination of 
experimentation, iterative product releases, and "validated learning" 
http://en.wikipedia.org/wiki/Lean_startup 
Lean Startup is a trademark owned by Eric Ries. 
#onblearningsession 
12/53
Lean Startup is a trademark owned by Eric Ries. 
#onblearningsession 
13/53
Eric Ries 
The Lean Startup 
"Measure" nga 
naman!?! 
#onblearningsession 14/53
a functioning 
product 
#onblearningsession 15/53
(Think: Minimum Viable Experiment) 
#onblearningsession 16/53
of all new products succeed 
http://fundersandfounders.com/will-i-succeed-with-my-startup-the-odds-of-making-it/ 
#onblearningsession 
17/53
About three-quarters of venture-backed firms in the 
U.S. don't return investors' capital, according to 
recent research by Shikhar Ghosh, a senior lecturer 
at Harvard Business School 
WSJ Online: The Venture Capital Secret: 3 Out of 4 Start-Ups Fail 
#onblearningsession 
18/53
If failure is defined as failing to see the projected 
return on investment—say, a specific revenue growth 
rate or date to break even on cash flow—then more 
than 95% of start-ups fail, based on Mr. Ghosh's 
research. 
WSJ Online: The Venture Capital Secret: 3 Out of 4 Start-Ups Fail 
#onblearningsession 
19/53
Intensive 3-day workshop where participants apply Lean Startup methodology to 
solve real world problems. 
Lean Startup Machine is brought to you by Javelin. 
#onblearningsession 
21/53
#onblearningsession 23/53
#onblearningsession 24/53
#onblearningsession 25/53
Turning your idea into an experiment: 
Form your customer/1. problem hypothesis. 
2. Identify your riskiest assumption. 
3. Set a success criteria. 
4. Run the experiment (e.g. interview, pre-sell, concierge) 
If experiment succeeded, then persevere (and repeat until assumptions have 
been validated) 
#onblearningsession 
5. 
6. Otherwise, pivot (and repeat) 
26/53
Form your customer/problem hypothesis (or turn your idea to a hypothesis): 
Who is your customer? 
What is the problem? 
(Define the solution you have validated a problem worth solving) 
#onblearningsession 
27/53
Case Study #1: Developer Skills 
Case Study #2: Helping Dreamers 
Case Study #3: Food-flavored Cigarettes 
#onblearningsession 28/53
Case Study #2: Helping Dreamers 
Case Study #3: Food-flavored Cigarettes 
#onblearningsession 29/53
#onblearningsession 30/53 
Startups 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60%
#onblearningsession 31/53 
Startups 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60% 
5/5 
as problem 
Time is 
perceived
#onblearningsession 32/53 
Startups 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60% 
5/5 
as problem 
Time is 
perceived 
Small 
companies 
Training 
Developers 
for training 
Online 
platform 
Pay to use 
platform 
80%
#onblearningsession 33/53 
Startups 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60% 
5/5 
as problem 
Time is 
perceived 
Small 
companies 
Training 
Developers 
for training 
Online 
platform 
Pay to use 
platform 
80% 
6/10 
Believe in 
internally 
selected 
online 
training
#onblearningsession 34/53 
Startups 
Online 
Training for 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60% 
5/5 
as problem 
Time is 
perceived 
Small 
companies 
Training 
Developers 
for 
evaluating 
for training 
Online 
platform 
Pay to use 
platform 
80% 
6/10 
Believe in 
internally 
selected 
online 
training 
Small 
companies 
Selecting 
Developers 
Online 
platform 
MOOC 
Pay to use 
platform 
80%
#onblearningsession 35/53 
Startups 
Online 
Training for 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60% 
5/5 
as problem 
Time is 
perceived 
Small 
companies 
Training 
Developers 
for 
evaluating 
for training 
Online 
platform 
Pay to use 
platform 
80% 
6/10 
Believe in 
internally 
selected 
online 
training 
Small 
companies 
Selecting 
Developers 
Online 
platform 
MOOC 
Pay to use 
platform 
80% 
5/6 
Pain in 
verifying 
skills
#onblearningsession 36/53 
Startups 
Online 
Training for 
Skilled 
Developers 
Selecting 
Ability to 
select and 
train 
60% 
5/5 
as problem 
Time is 
perceived 
Small 
companies 
Training 
Developers 
for 
verifying 
for 
evaluating 
for training 
Online 
platform 
Pay to use 
platform 
80% 
6/10 
Believe in 
internally 
selected 
online 
training 
Small 
companies 
Selecting 
Developers 
Online 
platform 
MOOC 
Pay to use 
platform 
80% 
5/6 
Pain in 
verifying 
skills 
Small 
companies 
Verifying 
developer 
skills 
Online 
platform 
skills 
Use tests to 
verify skills 
?
Case Study #1: Developer Skills 
Case Study #3: Food-flavored Cigarettes 
#onblearningsession 37/53
#onblearningsession 38/53 
(30-55) with 
Employee 
a dream 
Caged in 
daily 
work 
Has a 
dream 
Interview 
21/30
#onblearningsession 39/53 
(30-55) with 
Employee 
a dream 
Caged in 
daily 
work 
Has a 
dream 
Interview 
21/30 
15/22 
have 
dreams 
People
#onblearningsession 40/53 
(30-55) with 
(30-55) with 
Employee 
a dream 
Caged in 
daily 
work 
Has a 
dream 
Interview 
21/30 
15/22 
have 
dreams 
People 
Employee 
a dream 
Caged in 
daily 
work 
No 
time/money 
to live 
dream 
Interview 
14/22
#onblearningsession 41/53 
(30-55) with 
(30-55) with 
Employee 
a dream 
Caged in 
daily 
work 
Has a 
dream 
Interview 
21/30 
15/22 
dream 
depends on 
have 
dreams 
People 
Employee 
a dream 
Caged in 
daily 
work 
No 
time/money 
to live 
dream 
Interview 
14/22 
15/22 
Younger 
(20-55); 
lifetime/age
#onblearningsession 42/53 
(30-55) with 
(30-55) with 
(30-55) with 
Employee 
a dream 
Caged in 
daily 
work 
dreams 
Happy 
Has a 
dream 
Interview 
21/30 
15/22 
dream 
depends on 
have 
dreams 
People 
Employee 
a dream 
Caged in 
daily 
work 
No 
time/money 
to live 
dream 
Interview 
14/22 
15/22 
Younger 
(20-55); 
lifetime/age 
Employee 
excess cash 
? (missed 
problem) 
for dreams 
Crowd 
funding 
platform 
Willing to 
sponsor 
to find 
one!
#onblearningsession 43/53 
(30-55) with 
(30-55) with 
(30-55) with 
Employee 
a dream 
Caged in 
daily 
work 
dreams 
Happy 
Has a 
dream 
Interview 
21/30 
15/22 
value 
proposition; 
dream 
depends on 
have 
dreams 
People 
Employee 
a dream 
Caged in 
daily 
work 
No 
time/money 
to live 
dream 
Interview 
14/22 
15/22 
Younger 
(20-55); 
lifetime/age 
Employee 
excess cash 
? (missed 
problem) 
for dreams 
Crowd 
funding 
platform 
Willing to 
sponsor 
to find 
one! 
0/2 
No unique 
No pain
#onblearningsession 44/53 
(30-55) with 
(30-55) with 
(30-55) with 
Employee 
a dream 
dream; 
Help others 
Caged in 
daily 
work 
dreams 
Happy 
Has a 
dream 
Interview 
21/30 
15/22 
value 
proposition; 
dream 
depends on 
have 
dreams 
People 
Employee 
a dream 
Caged in 
daily 
work 
No 
time/money 
to live 
dream 
Interview 
14/22 
15/22 
Younger 
(20-55); 
lifetime/age 
Employee 
excess cash 
? (missed 
problem) 
for dreams 
Crowd 
funding 
platform 
Willing to 
sponsor 
to find 
one! 
0/2 
No unique 
No pain 
Employees 
(20-55) 
Pursue 
pursue 
dream 
Peer-to-peer 
pitch 
platform for 
dreams 
Dreamers 
can't do it 
alone; 
Helpers 
available 
3/12 
mail; 5% 
CVR
Case Study #1: Developer Skills 
Case Study #2: Helping Dreamers 
#onblearningsession 45/53
#onblearningsession 46/53 
Smokers 
Bad-tasting 
cigarettes 
Don't like 
bad-tasting 
cigarettes 
Interview 
4/5
#onblearningsession 47/53 
Smokers 
Bad-tasting 
cigarettes 
Don't like 
bad-tasting 
cigarettes 
Interview 
4/5 
0/6 
mind 
lingering 
Smokers 
smell 
afterwards
#onblearningsession 48/53 
Smokers 
Bad-tasting 
cigarettes 
remove 
lingering 
Don't like 
bad-tasting 
cigarettes 
Interview 
4/5 
0/6 
want to 
remove 
lingering 
mind 
lingering 
Smokers 
smell 
afterwards 
Smokers 
Lingering 
smell 
Want to 
smell 
Interview 
4/5 
7/7 
Smokers 
smell
#onblearningsession 49/53 
Smokers 
Bad-tasting 
cigarettes 
remove 
lingering 
Don't like 
bad-tasting 
cigarettes 
Interview 
4/5 
0/6 
want to 
remove 
lingering 
mind 
lingering 
Smokers 
smell 
afterwards 
Smokers 
Lingering 
smell 
Want to 
smell 
Interview 
4/5 
7/7 
Smokers 
smell 
Smokers 
Lingering 
smell 
Spray to 
remove 
smell 
Willing to 
pay for 
spray-on 
4/5
#onblearningsession 50/53 
Smokers 
Bad-tasting 
cigarettes 
remove 
lingering 
Don't like 
bad-tasting 
cigarettes 
Interview 
4/5 
0/6 
want to 
remove 
lingering 
mind 
lingering 
Smokers 
smell 
afterwards 
Smokers 
Lingering 
smell 
Want to 
smell 
Interview 
4/5 
7/7 
Smokers 
smell 
Smokers 
Lingering 
smell 
Spray to 
remove 
smell 
Willing to 
pay for 
spray-on 
4/5 
10/10 
Price 
range
Dave McClure 
500 Startups
http://newentrepreneurship.nl/lean-startup-method/ 
#onblearningsession 
52/53
info@orangeandbronze.com 
g+ gplus.to/lorenzo.dee 
twitter @lorenzodee 
www lorenzo-dee.blogspot.com 
github github.com/lorenzodee

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Experiment board - Lean Startup Machine

  • 1. Lean Startup http://goo.gl/lCJ0mm Lorenzo Dee VP of Consulting, O&B October 2014 Learning Session
  • 2. Things we'll cover: What is a Startup? What is Lean Startup? What is the Lean Startup Machine? #onblearningsession Board 2/53 Experiment
  • 3.
  • 4. Steve Blank The Startup Owner's Manual Photo source: https://learni.st/boards/9484/learnings/73282-the-four-steps-to-the-epiphany-by-steve-blank
  • 6. Eric Ries The Lean Startup
  • 7. Speaking of extreme uncertainty... Do you understand what customers want from your business? Do you understand why they choose you? Do you understand why the like you? #onblearningsession 7/53
  • 9. Existing New Existing New Here! #onblearningsession 9/53
  • 10. Existing New Unknown Existing New Unknown Here! #onblearningsession 10/53
  • 11.
  • 12. Lean startup: is a method for developing businesses and products first proposed in 2011 by Eric Ries can shorten product development cycles by adopting a combination of experimentation, iterative product releases, and "validated learning" http://en.wikipedia.org/wiki/Lean_startup Lean Startup is a trademark owned by Eric Ries. #onblearningsession 12/53
  • 13. Lean Startup is a trademark owned by Eric Ries. #onblearningsession 13/53
  • 14. Eric Ries The Lean Startup "Measure" nga naman!?! #onblearningsession 14/53
  • 15. a functioning product #onblearningsession 15/53
  • 16. (Think: Minimum Viable Experiment) #onblearningsession 16/53
  • 17. of all new products succeed http://fundersandfounders.com/will-i-succeed-with-my-startup-the-odds-of-making-it/ #onblearningsession 17/53
  • 18. About three-quarters of venture-backed firms in the U.S. don't return investors' capital, according to recent research by Shikhar Ghosh, a senior lecturer at Harvard Business School WSJ Online: The Venture Capital Secret: 3 Out of 4 Start-Ups Fail #onblearningsession 18/53
  • 19. If failure is defined as failing to see the projected return on investment—say, a specific revenue growth rate or date to break even on cash flow—then more than 95% of start-ups fail, based on Mr. Ghosh's research. WSJ Online: The Venture Capital Secret: 3 Out of 4 Start-Ups Fail #onblearningsession 19/53
  • 20.
  • 21. Intensive 3-day workshop where participants apply Lean Startup methodology to solve real world problems. Lean Startup Machine is brought to you by Javelin. #onblearningsession 21/53
  • 22.
  • 26. Turning your idea into an experiment: Form your customer/1. problem hypothesis. 2. Identify your riskiest assumption. 3. Set a success criteria. 4. Run the experiment (e.g. interview, pre-sell, concierge) If experiment succeeded, then persevere (and repeat until assumptions have been validated) #onblearningsession 5. 6. Otherwise, pivot (and repeat) 26/53
  • 27. Form your customer/problem hypothesis (or turn your idea to a hypothesis): Who is your customer? What is the problem? (Define the solution you have validated a problem worth solving) #onblearningsession 27/53
  • 28. Case Study #1: Developer Skills Case Study #2: Helping Dreamers Case Study #3: Food-flavored Cigarettes #onblearningsession 28/53
  • 29. Case Study #2: Helping Dreamers Case Study #3: Food-flavored Cigarettes #onblearningsession 29/53
  • 30. #onblearningsession 30/53 Startups Skilled Developers Selecting Ability to select and train 60%
  • 31. #onblearningsession 31/53 Startups Skilled Developers Selecting Ability to select and train 60% 5/5 as problem Time is perceived
  • 32. #onblearningsession 32/53 Startups Skilled Developers Selecting Ability to select and train 60% 5/5 as problem Time is perceived Small companies Training Developers for training Online platform Pay to use platform 80%
  • 33. #onblearningsession 33/53 Startups Skilled Developers Selecting Ability to select and train 60% 5/5 as problem Time is perceived Small companies Training Developers for training Online platform Pay to use platform 80% 6/10 Believe in internally selected online training
  • 34. #onblearningsession 34/53 Startups Online Training for Skilled Developers Selecting Ability to select and train 60% 5/5 as problem Time is perceived Small companies Training Developers for evaluating for training Online platform Pay to use platform 80% 6/10 Believe in internally selected online training Small companies Selecting Developers Online platform MOOC Pay to use platform 80%
  • 35. #onblearningsession 35/53 Startups Online Training for Skilled Developers Selecting Ability to select and train 60% 5/5 as problem Time is perceived Small companies Training Developers for evaluating for training Online platform Pay to use platform 80% 6/10 Believe in internally selected online training Small companies Selecting Developers Online platform MOOC Pay to use platform 80% 5/6 Pain in verifying skills
  • 36. #onblearningsession 36/53 Startups Online Training for Skilled Developers Selecting Ability to select and train 60% 5/5 as problem Time is perceived Small companies Training Developers for verifying for evaluating for training Online platform Pay to use platform 80% 6/10 Believe in internally selected online training Small companies Selecting Developers Online platform MOOC Pay to use platform 80% 5/6 Pain in verifying skills Small companies Verifying developer skills Online platform skills Use tests to verify skills ?
  • 37. Case Study #1: Developer Skills Case Study #3: Food-flavored Cigarettes #onblearningsession 37/53
  • 38. #onblearningsession 38/53 (30-55) with Employee a dream Caged in daily work Has a dream Interview 21/30
  • 39. #onblearningsession 39/53 (30-55) with Employee a dream Caged in daily work Has a dream Interview 21/30 15/22 have dreams People
  • 40. #onblearningsession 40/53 (30-55) with (30-55) with Employee a dream Caged in daily work Has a dream Interview 21/30 15/22 have dreams People Employee a dream Caged in daily work No time/money to live dream Interview 14/22
  • 41. #onblearningsession 41/53 (30-55) with (30-55) with Employee a dream Caged in daily work Has a dream Interview 21/30 15/22 dream depends on have dreams People Employee a dream Caged in daily work No time/money to live dream Interview 14/22 15/22 Younger (20-55); lifetime/age
  • 42. #onblearningsession 42/53 (30-55) with (30-55) with (30-55) with Employee a dream Caged in daily work dreams Happy Has a dream Interview 21/30 15/22 dream depends on have dreams People Employee a dream Caged in daily work No time/money to live dream Interview 14/22 15/22 Younger (20-55); lifetime/age Employee excess cash ? (missed problem) for dreams Crowd funding platform Willing to sponsor to find one!
  • 43. #onblearningsession 43/53 (30-55) with (30-55) with (30-55) with Employee a dream Caged in daily work dreams Happy Has a dream Interview 21/30 15/22 value proposition; dream depends on have dreams People Employee a dream Caged in daily work No time/money to live dream Interview 14/22 15/22 Younger (20-55); lifetime/age Employee excess cash ? (missed problem) for dreams Crowd funding platform Willing to sponsor to find one! 0/2 No unique No pain
  • 44. #onblearningsession 44/53 (30-55) with (30-55) with (30-55) with Employee a dream dream; Help others Caged in daily work dreams Happy Has a dream Interview 21/30 15/22 value proposition; dream depends on have dreams People Employee a dream Caged in daily work No time/money to live dream Interview 14/22 15/22 Younger (20-55); lifetime/age Employee excess cash ? (missed problem) for dreams Crowd funding platform Willing to sponsor to find one! 0/2 No unique No pain Employees (20-55) Pursue pursue dream Peer-to-peer pitch platform for dreams Dreamers can't do it alone; Helpers available 3/12 mail; 5% CVR
  • 45. Case Study #1: Developer Skills Case Study #2: Helping Dreamers #onblearningsession 45/53
  • 46. #onblearningsession 46/53 Smokers Bad-tasting cigarettes Don't like bad-tasting cigarettes Interview 4/5
  • 47. #onblearningsession 47/53 Smokers Bad-tasting cigarettes Don't like bad-tasting cigarettes Interview 4/5 0/6 mind lingering Smokers smell afterwards
  • 48. #onblearningsession 48/53 Smokers Bad-tasting cigarettes remove lingering Don't like bad-tasting cigarettes Interview 4/5 0/6 want to remove lingering mind lingering Smokers smell afterwards Smokers Lingering smell Want to smell Interview 4/5 7/7 Smokers smell
  • 49. #onblearningsession 49/53 Smokers Bad-tasting cigarettes remove lingering Don't like bad-tasting cigarettes Interview 4/5 0/6 want to remove lingering mind lingering Smokers smell afterwards Smokers Lingering smell Want to smell Interview 4/5 7/7 Smokers smell Smokers Lingering smell Spray to remove smell Willing to pay for spray-on 4/5
  • 50. #onblearningsession 50/53 Smokers Bad-tasting cigarettes remove lingering Don't like bad-tasting cigarettes Interview 4/5 0/6 want to remove lingering mind lingering Smokers smell afterwards Smokers Lingering smell Want to smell Interview 4/5 7/7 Smokers smell Smokers Lingering smell Spray to remove smell Willing to pay for spray-on 4/5 10/10 Price range
  • 51. Dave McClure 500 Startups
  • 53. info@orangeandbronze.com g+ gplus.to/lorenzo.dee twitter @lorenzodee www lorenzo-dee.blogspot.com github github.com/lorenzodee